Leveraging social media Steve Wright, Community Development Exec Future | Social media | April 2013
Leveraging social media
Nov 17, 2014
8 quick tips for getting the most out of your social media strategy
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Leveraging social media Steve Wright, Community Development Exec
Future | Social media | April 2013
• Future’s combined Facebook/Twitter audience: over 5m
• Future Facebook fans up 57% in FY12• Twitter followers up 71% • Traffic to Future sites from social
media: up 80% year-on-year
First, some numbers
Future | Social media | April 2013
Future | Social media | April 2013
“The most important algorithm you’ve never heard of”
1. Facebook EdgeRank
Future | Social media | April 2013
Why is EdgeRank important?
Future | Social media | April 2013
As little as 12% of the average page’s fans see each post. Of a page with 10,000 fans, that’s 1,200
This is because the vast majority of fans interact with you in their Newsfeed, not on your page
Newsfeed isn’t a newsfeed. It’s a chart. How do you get into it more often?
Understanding EdgeRank
Future | Social media | April 2013
WEIGHT Posts have different
value. Videos, photos, links, text updates
AFFINITY Between page and
fan. Shares, comments, likes
TIME DECAY How long ago was the
“Edge” posted?
Applying EdgeRank
Future | Social media | April 2013
• Keep EdgeRank – your Facebook ‘credit score’ – in mind whenever posting
• Lots of images. But mix it up • Encourage interaction: ask questions, be pithy. Yes/no, fill in the
blank, “click like if…” • Join the comments and improve page/fan affinity • Comments doubly important: also combat time decay• Look for a high Talking About This number in Facebook
Insights. These are your most engaging posts
2. Facebook giveaways
Future | Social media | April 2013
• People love free stuff• Facebook promotions build audience
and awareness• But aim for more than just a ‘like’• And make sure you know the rules
Don’t do this
Future | Social media | April 2013
“Like and share this post to enter” competitions are against Facebook T&Cs. Your page could be deleted
Why?
1. Must use a page tab/app2. Liking or sharing a post is not entry3. Informing winners
Instead, do this
Future | Social media | April 2013
Future | Social media | April 2013
3. Twitter Search
Future | Social media | April 2013
recommend "mountain bike" OR "road bike" -
filter:links
4. Twitter Lists
Future | Social media | April 2013
Twitter Lists
Future | Social media | April 2013
• Public or private• Don’t need to follow• Riders, journalists, clients,
influencers…• Look for other public
lists• Use
5. Twitter…
Future | Social media | April 2013
• Tweets can be very boring• Ask questions; invite responses • Aim for less than 140• WHY should they click?• And…
5. Twitter Cards
Future | Social media | April 2013
6. Google Authorship
Future | Social media | April 2013
• More eye-catching in search = more traffic
• Increased search result real estate
• “More by this author”• Authority: you know what
you’re talking about
plus.google.com/authorship
Social media doesn’t stick to UK office hours. Neither should you
7. Scheduling
Future | Social media | April 2013
Future | Social media | April 2013
8. Look beyond Facebook
pinterest.com/source/bikeradar.com
Future | Social media | April 2013
reddit.com/domain/cyclingnews.com
Future | Social media | April 2013
• “Front page of the internet”
• 4bn page views a month
• r/Bicycling, r/MTB, r/Bikeporn…
• Can drive huge traffic but…
• Tread carefully
• No silver bullet or one-size-fits-all approach• Don’t expect huge traffic or direct revenue• But set long-term goals and have a strategy• You will drive engagement, brand
awareness, loyalty and advocacy
In conclusion
Future | Social media | April 2013
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