Tag Archives: tips

Top Tips to Make Your Company’s Website More Social

17 Mar

Is your company’s website up to par with the standards of today’s social media savvy audience? Here are three tips to make your website a social media hot spot.

1. Add Sharing Buttons to Your Pages

An easy way to get people to talk about your product or service, and to boost page hits, is to add sharing buttons to your website. Sharing buttons allow visitors to quickly distribute the content they find on your website to social networks (Facebook, Twitter, LinkedIn) and social bookmarking services (Digg, StumbleUpon, Reddit).

The best strategy for adding sharing buttons to your website is to use the least number of buttons as possible. In other words, only add buttons your visitors are most likely to use. This will prevent buttons from cluttering your pages and make layout issues easier to manage. Two to three buttons will suffice for most company websites (with those buttons being Facebook’s “Like” button and Twitter’s “Tweet” button).

You can add a catch-all service to your website if you want to give visitors more sharing options. Examples of catch-all services are ShareThis and AddToAny, which showcase multiple buttons in a single widget. The downside to using a catch-all service is they don’t advertise a clear call-to-action to your visitors. The upside, however, is they save space on your pages and give visitors the opportunity to share your content over multiple platforms.

2. Let Customers Review and Comment on Your Products
Keep visitors engaged on your website by allowing them to review and comment on the products or services you offer. This is not to be confused with the “testimonials” page on your website where you select positive quotes to display. A “reviews” or “comments” section is a space on your website where customers and clients can freely express their insights, ask questions, and voice their concerns.

Give them an opportunity to showcase their value on your website. Allow them to feel good about helping other customers with their purchasing decisions. But don’t make them jump through fire to do it. The process should be very simple. For instance, each product page on your website should have a space that’s clearly designed for visitors to type information and start conversations with each other. Think Amazon, but on your website.

3. Integrate Your Facebook and Twitter Feeds
Is the information on your website the same as it was three months ago? If so, that’s a problem you should address (but not lose sleep over). Integrate your Facebook and/or Twitter feed to ensure fresh content is regularly displayed on your website. If your visitors congregate on other social media networks or platforms, integrate those instead.

Control Your Social-Ready Website
By making your company’s website more social, you’ll need to invest more time overseeing it. Negative reviews and comments will undoubtedly make their way onto your product pages. First-time visitors will hit the back button on their browser if they’re turned off by the content in your Facebook and Twitter feeds. Take the necessary steps to ensure your new website doesn’t backfire on you by delegating edititorial tasks among your staff or to an online marketing agency.

Take Your Website to the Next Level
How do you plan to make your company’s website more social?



5 Fabulous Facebook Tips

28 Feb

Tip #1: Use visibly defined rules.

Don’t use the About information field on a Facebook page to talk about your brand or to present your tagline. Use it first and foremost to direct fans and visitors to the rules of engagement for this space. Click on the Aeroplan screenshot below for a best-in-class example.

Image showing how to use the About field under the Facebook page logo image to explain the rules of engagement

If we’ve learned anything about Facebook Pages, it’s that organizations need clearly visible and posted rules, so that when moderation needs to happen, the fan base is far less likely to get up in arms. It can also keep moderation from having to happen.

Tip #2: Open up your Wall!

The Aeroplan example is a good example on how to configure your Wall for maximizing engagement with your fans. They have configured their Wall to show their posts and the posts of their fans equally. Please note that this is not the default setting. The default only shows your official posts.

Example of Aeroplan's Fan Page and how it defaults to showing conversations from both Aeroplan and fans

Many brands struggle with this. And if you have millions of fans, then I can potentially see the argument of a Wall that defaults to only showing the brand’s posts.

I think that the reason many brands struggle with this is because of how people from the brand interact with Facebook versus how our audiences use Facebook.

Every time that we, as representatives of the brand, log in to Facebook, we see the interactions on the Wall. And it’s only a matter of time until someone complains that all of our posts have been pushed down “below the fold” by these dang fans.  Where are our promotions? Call the agency! Circle the wagons!

First, you have to try and calm these people down. Then  we need to remember where and how our fans see our posts.

They do NOT see them on the brand’s Facebook page in the majority of scenarios.

They see fan page messages in their feed.

Example of how a Facebook Page update appears in my personal stream

This is why I recommend using a tab to collate and collect special offers, so anyone looking to find them that does visit our Fan Page can still do so easily.

If the goal is to increase engagement and reach, then having a Wall where anyone can start a post will drastically increase the engagement and reach you get from your fans. And every time someone does visit your page and starts a conversation there, you gain increased reach from all of their friends’ feed views.

Tip #3: If you moderate, tell the group.

Don’t start with moderation unless the issue is severe.  With minor infractions, it’s always best to remind members of the Facebook page of the rules and purpose of the space and warn of moderation first.

Tip #4: Be upfront about deletions.

If you do have to moderate (delete a comment), be sure to leave a post or comment that notifies everyone that you did indeed moderate.

I’ve seen too many clients get into trouble because they tried to hide the fact that they deleted something.

Or worse, someone from Marketing deleted something because it didn’t look good.

Tip #5: Obey your own rules.

If you post the rules of the space (see Tip #1) you need to abide by them, to the letter.  You will be found out if you don’t.  Someone will still have it in their cache or on their screen, and it will come back sooner or later as a screenshot.

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