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Category: Social Media

  • Google Launches “Google My Business”

    Google is finally having an official launch for their new local business tools that used to be shared between Google Places & Google Plus. The new service, which is known as “Google My Business” is a new initiative to bring together the previous local business services that have been providing mixed results for SEO professionals and small business owners alike.

    What Has Changed?

    It used to be that local business listings could be created either within Google Places, or from the Google Plus Local Business area. Both of these programs provided a very similar, but different enough that they served their own purpose, experience for managing business listings. However, the two continued to converge until a Google Places listing was nearly indistinguishable from Google Plus page of a similar nature. This new “My Business” platform is a way to bring the two together once and for all, and finally stop the confusion for creating local listings through Google.

    Is Google My Business Better?

    There have been rumblings of updates to the local listing services offered by Google for months, and my first impression is that the new interface does provide a nice mix of the previous two services. I see a clean presentation of listing analytics, review management, site analytics (if they are connected), and YouTube data, all near a Google Plus posting box. A business really could manage their entire Google Plus presence from this single location.

    However, the new program is still getting off the ground, and it definitely shows. I encountered many 404 errors and clicked links to nowhere as I tried to move between listings and different accounts. As this change moves across all existing listings I am sure there are going to be more kinks than an old garden hose.

    The Future for Google Local

    There are new features such as an improved bulk upload option for those who will be managing multiple locations. I have not had a change to use it yet, but if it works with the same process and clean approach as for individual listings, I will consider this update to be a welcome change. If you are managing listings for clients, or have a listing for your business, check out the shiny new options that is “Google My Business“.

  • Video Ads & The Future of Facebook

    Video Ads & The Future of Facebook

    Auto play for your convenience?

    If you have been browsing the Facebook newsfeed recently you may have noticed some subtle changes to the way videos now function on this main page. Videos will begin playing on their own, albeit without sound, as the user scrolls past them. In between status updates and links to the newest internet meme, some videos will now start functioning with this auto-run feature. If this has happened to you do not assume that you have a virus of browser error, this is merely preparation for the new Facebook video ads that will begin making their way onto your screen.

    The first official video ad for the film “Divergent” should be on screen for a select number of profiles sometime today. This move by Facebook has not been quick or without much consideration. The video ads and their environment have been in the works for months, and this single ad is the first real application of this feature at work. There is some debate on the usefulness of this new tool and the implications for advertisers and user alike.

    A major update or a major pain?

    The first concern falls on advertisers. Content for these new video advertisements must be remade, so that advertisers cannot simply port over existing commercials or ads and have them automatically play. This will increase costs for advertisers just on the production end.

    The upfront cost is estimated to be substantial as well. Earlier this year, Adage reported that Facebook was asking $1 million for a 15 second ad to be displayed on profiles for a day, a pretty penny when you consider that Superbowl advertisements run at a similar cost level per second and can potentially reach a broader audience.

    The second concern falls on the user. Advertisements online have begun to reach the level of the infomercial, with many of us counting the seconds before we can skip the remainder of an advertisement for a YouTube video. An auto-play function for what used to be a static ad could end up generating substantial backlash for Facebook and the advertisers alike.

    Facebook says that the ad will stop playing once the user scrolls past it, but what if the ad is located close to a post the user wants to stop and read? No doubt that the relevancy of the content surrounding the ad will factor in to the cost of placing the ad. A friend posting about an upcoming movie may now be accompanied with an advertisement playing the trailer for that exact film. The implications are interesting, but have the potential to become a headache for users. These ads will also be coming to mobile as well. Facebook says they will not affect data plans, with the ads downloading from wi-fi when available, but they will may end up causing issues for some users. Here is a link to the official statement from Facebook.

    Will it work?

    Effective marketing has become much more difficult over the last few years. Facebook ads in the same vein as Vine videos may be a way to drive customer interaction, but it could also alienate users who see this new effort as an invasion of their online safe zone, by taking away the control for some of the ads. What is next? An advertisement for Tide shows up on my profile if I post a picture of me in a dirty shirt? Or maybe cat pictures will now be accompanied with a plug for Friskies cat food. Facebook must tread lightly here, the social network with “special offers” may not be as friendly as they think.

  • Apple Acquires Topsy, A Twitter Insight Tool

    Apple Acquires Topsy, A Twitter Insight Tool

    It was announced on December 2nd that Apple has acquired Topsy, a social analytics firm, for over $200 million. The Topsy platform allows users to view the content of any tweet that has been written since 2006. This information can be used to draw conclusions about the relevance of certain issues in the digital realm. Although tweets about cute cat videos and Miley Cyrus have no doubt been popular, Topsy has had a big impact on real issues such as politics.

    Topsy made the news during the 2012 presidential election when it was used to help measure candidates popularity on Twitter. Topsy is a large partner of Twitter that creates products that sift through the hundreds of billions of Tweets, and allows users to find out what has really been trending on Twitter for the last few years.

    In addition to tracking tweets, Topsy has expanded to allow trends to be viewed based on links and photo shares as well. This has helped researches to see the true impact and reach of content that has gone viral over the last few years. With an opportunity to gain control of a powerful consumer insight tool, Apple decided to acquire Topsy to learn more about what consumers are really interested in.

    This is not Apples first purchase of what they refer to as “bolt-on” companies. Apple often has acquired small hardware companies and integrated the new technologies provided by those companies into their new products. While another “bolt-on” company purchase is not unusual for Apple, Apple is not known for its ventures in social media. Apples last attempt at social media was with it’s music sharing service, Ping, which was shut down when it failed to gain traction with consumers.

    While Apple has yet to comment on what it intends to do with Topsy, many have speculated its usefulness in Apple services such as Siri and the iTunes online media store. Topsy could be useful in helping to provide purchase recommendations to customers on the iTunes online media store.

    -By Evan Wright

  • Social Media in Action: Success & Failure in the Digital Realm

    Social Media in Action: Success & Failure in the Digital Realm

    Social media is not a fad or a trend, it is a necessary tool for business. Social media is increasingly the primary means of communication among Fortune 500 companies, which makes you wonder: why aren’t more small or mid-sized businesses taking advantage of this simple, inexpensive tool to grow their brand?

    Social media is being used by large corporations to a great extent, with 70% on Facebook and 77% utilizing Twitter. Their online presences are growing vigorously and we don’t expect any drop-offs in the near future.

    Some of the top companies engaging their customers through social media are Ford, HP, T-Mobile, Zappos.com, Coca Cola and Starbucks. Starbucks, which tops the list at more than 4.5 million followers on Twitter, can easily reach a large population with minimal effort.

    Starbucks: #ComeTogether

    Just recently, the CEO of Starbucks released an Instagram video starting the #ComeTogether campaign. This campaign urged patrons to sign a petition to end the government shut down. The petition reached more than one million signatures the first day. With more than 30,000 likes on Instagram, 180,000+ “likes” on Facebook, and “Starbucks” frequently trending on Twitter, the #ComeTogether campaign exemplifies the power of social media and its ability to rouse followers.

    Howard Schultz, Starbucks’ CEO, added another aspect to this campaign using the “Pay it Forward” concept. The idea was to encourage customers to buy another person’s drink, and, in return, they would be rewarded with a free coffee. This act of humility is significant in this stand-still time.

    Coca-Cola: Roll Out Happiness

    Another example of Social Media being used effectively by huge corporations is Coca-Cola. Coca-Cola is arguably the most influential company in the world, given its amazing brand image and social involvement across the globe. One of its most recent campaigns was titled “Roll Out Happiness.”

    Coca-Cola made a Youtube video to promote the “Roll Out Happiness” campaign, which was shot in a gray, slow-moving area in Amsterdam. It starts with the word “gray” appearing in many different languages, and then goes on to show a large town square and a Coke truck laying down on the grass. Eventually, people start to move towards the grass and see the Coke machine that says: “To enjoy happiness, take off your shoes.” The video shows different people “enjoying happiness” while drinking a bottle of Coke.

    When considering the success that companies like Starbucks and Coca-Cola have had through social media, it’s important to remember that big brand names usually have large followings, even if they don’t actively engage their audiences. That’s why it’s important to remind yourself that your strategy shouldn’t merely be about increasing your audience but rather attracting users who genuinely benefit from what you have to offer.

    Naked Juice: The Potential for Backlash

    When a brand breaks its promises or doesn’t hold true to its values, the customers let them know how they feel. The easiest way to give public feedback, of course, is through social media.

    Naked Juice found this out the hard way. In the not-too-distant past, Naked Juice was labeled as “All Natural.” That was its brand image and the quality that set it apart from other beverages. In early 2013, a class action lawsuit exposed the company for lying about its all-natural status, and the company’s loyal patrons quickly turned against it. Take a look at any of Naked Juice’s Facebook posts and you’ll see it littered with comments about GMOs and the lawsuit.
    Although cases like Naked Juice’s are rare, they are important to keep in mind. If your company makes a big mistake, the social media backlash could ruin your brand image.

    Typically, however, you won’t encounter any problems, and you’ll find that having discussions with your customers is not only a lot of fun but can also be very informative.

    Every business approaches social media from a different angle. If you or your company does something unique, send us a tweet (@DigitalParc) and let us know what it is!

  • Using Social Bookmarking to Grow Your Business

    Using Social Bookmarking to Grow Your Business

    Social bookmarking has grown in popularity over the last few years for both avid online content readers, and marketers looking to grow their online presence. However, it seems that this important online marketing tool has managed to hide in plain site for numerous business owners. It is important to know the differences between social media, social news, social bookmarking, and the impact that all of them can have on your business.

    Social bookmarking is commonly interchanged with social media. Unless you have been living under a digital rock, you are familiar with the common social media websites and their function. The giant websites such as Youtube, Facebook, and Twitter allow user to share many different types of content. Some emerging websites include Vine and Instagram, which allow users to share pictures and short videos.

    Social bookmarking can involve social media, but this process is much more than sending a tweet or uploading your thoughts on a recent home-made meal to a Facebook status. Social bookmarking allows a user to share something they have seen, whether it is a blog post, news article, picture, or even an entire website, to a directory which makes this content easier for other users to locate. One great example of this is StumbleUpon, which allows users to share any content for other user to stumble on to during their browsing session.

    Those who engage in social bookmarking can directly share the content with another user, or make it more likely that someone they do not know will happen upon the shared content. This type of promotion can be very useful for bringing in new customers who did not know they needed your product or service in the first place.

    Social bookmarking has another component that allows news worthy content to be shared on a massive scale. Websites such as Digg and Reddit are a type of social bookmarking site which allow any user to share a link to interesting content they have found or created. Since these sites are used on a very large scale, many happenings in the news will be shared on the site and then discussed by users.

    This type of social news can serve as a content engine for a business. You may have just released a groundbreaking new product into the market. You can share the product via traditional and social news, then let the marketplace do your work for you. Articles reviewing and discussing the product, with links back to your website can all spawn from a simple share through a social bookmarking or social news website.

    The purpose of social bookmarking is to make the information of the internet easier to digest. If a user were to try to wade through all of the available information it would be a daunting task. You have created great content on your website, make sure that you share it and get it out there for the world to see! By utilizing a social bookmarking strategy, you can make sure that like-minded individuals will share your content with one another, and give your content valuable exposure to a difficult to reach audience. A good social media strategy may be easy to start, but it is difficult to master. To find out about some agency services that will aid you in your social bookmarking strategy, follow this link to our social media services page and get a free consultation!

  • Microsoft: “Social Media Boosts Productivity at Work”

    Microsoft: “Social Media Boosts Productivity at Work”

    The increasing rise of social media bans in work environments is being frowned upon by Microsoft, as new results from a two-year study found that using social media at work increases productivity.  Therefore, a new Microsoft global survey concurs, “Nearly half of employees report that social tools at work help increase their productivity, but more than 30% of companies underestimate the value of these tools and often restrict their use.”

    A total of 9,908 information workers in 32 countries were surveyed in the study conducted by Microsoft Corp. (NASDAQ: MSFT). This survey found that 39% of employees feel there isn’t enough collaboration in their workplaces, and 40% believe social tools help encourage stronger teamwork. Additionally, 31% said they are willing to spend their own money to buy social tools.

    According to the numbers, it is easy to conclude that banning social media in the workplace is becoming useless.  In a separate study, conducted by KMPG, found that job satisfaction is a clear indicator to keep social media alive in the office.  This is because 63% of employees at organizations with open policies on social media said they were satisfied with their job, and in opposition, only 41% of employees with social media restrictions said they were satisfied with their job—a 22% difference.

    Nancy Baym, who wrote on the Microsoft Research Social Media Collective Blog, said, “We are learning that blocking and banning policies are ineffective, giving traditionalist supervisors a false sense of control that, in reality, has been slipping away for years.”

    Joe Nandhakumar, a professor of information systems at Warwick Business School, collaborated with the team in the two-year study.  He made a point with saying companies treated email as a distraction when it first came out, and even treated the telephone as a distraction in work environments.  Therefore, he suggests that businesses should change because social media has become a fact of life.

    In the end, anything can be a distraction—coworkers, a computer, and even daydreaming.  However, it’s the way you utilize these distractions by turning them into something positive.  Working with people equals teamwork, using a computer equals a tool for research, and daydreaming equals creativity.  What can your company do to use social media as a positive?  Well, that is up to you.