Who should own Social Media?

Who should own social media? Advice for businesses on outsourcing social media

The emergence of social and digital media has pushed ad, marketing and PR agencies into a battlefield where the format is suffering a bit of an identity crisis. Above and below the line in this realm has become blurred, and brands and businesses don’t know where to turn. It’s a baffling tug-of-war between digital agencies, media-buying, advertising and PR all vying for this space. The likelihood is, that if you’re a brand or business with a serious growth plan, it’s a necessity for you to engage with one of more of these agencies in their traditional disciplines, with layered social responsibilities and input.

My background is in Digital Public Relations, so naturally I have a biased attitude to how this should be divided. In a break with convention though, I truly believe your social media should sit exactly where your aspirations and goals are as a brand or business. Let me explain. (more…)

Social Media: Feel the fear and do it anyway

Social Media: Feel the fear and do it anyway

Social media for small business can be a blessing and a curse. The same immediacy that makes social media so effective for connecting with customers is exactly what can work against a brand if things go wrong. Couple this with the traditional media’s (print, radio and TV) glee at reporting “social media fails”, you can understand why some Irish businesses are still apprehensive about social media. This apprehension affects everyone from small mom and pop operations to large multinational corporates.

While social media, like all communications channels, does have its pitfalls, the positives far out way the negatives. It allows you unparalleled reach, it’s relatively inexpensive and it allows you to communicate directly with your target customer. However, what happens when things go sour and you find yourself on the receiving end of negative attention? Do you ignore it and hope it will go away? Do you respond? How do you respond? (more…)

Paddy Power sponsored story on Facebook

Facebook to remove Sponsored Stories ad format (but it’s not all bad news for Page owners)

Sponsored Stories will no longer exist as a standalone ad format in Facebook’s ad arsenal come April. Instead the advertising giant will bring the “social context” element found in Sponsored Stories to all of its other ad formats later this year.

Facebook announced on Thursday last that it would remove Sponsored Stories as a standalone ad format on April 9. Sponsored Stories is the only ad format on Facebook that marketers don’t have to create content for. Sponsored Stories, as Facebook describes them, are “messages coming from friends about them engaging with a Page, app or event that a business, organization or individual has paid to highlight”. So if a Facebook users Likes your brand’s Facebook Page, you can pay Facebook to highlight this interaction to the user’s friends, either in the News Feed or right side ad section. It’s a social endorsement of your brand and, for most Page owners, is an ad format that converts well. (more…)

Google webmaster tools update

Webmaster Tools update will help small business websites

Google has, at the beginning of January, released a new update to its ‘Search Queries’ report in Webmaster Tools. The update now provides webmasters and small business owners with exact data on impressions and clicks-throughs for any keyword used in Google Search or page on a specific date or within a specific date range. Previously only rounded figures for impressions and click-throughs were provided.

If you visit your Google Webmaster Tools dashboard you’ll see an update line across the Search Queries graph specifying exactly when the update took place. This graph is found under Search Traffic > Search Queries. (more…)