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Is this the end of click-bait? Facebook has announced changes to the News Feed that should reduce the amount of click-bait headlines and improve user experience. What effect does this have on Facebook page owners?
Firstly, here's how Facebook is going to decide which posts are click-bait:
- Short clicks - a user clicks on a link and then quickly clicks back to Facebook. This indicates that the content did not match the headline. In reverse, the longer someone spends on a link, the more useful it will look to Facebook.
- Engagement - links that receive a lot of clicks but very few shares and likes will also be flagged as click-bait as it shows that the link was not valuable enough to earn a recommendation.
The psychology of social proof gives marketers an incredible tool for increasing the reach of their content.
We are influenced and we influence others based on the groups we identify with and the content we share online.
Digital marketing can tap into that mentality to increase inbound traffic and drive conversions; Social Influence Marketing.
The theory of social influence is excellently explained by Victor Yocco for Smashing Magazine in his article 'Social Influence: Incorporating Social Identity Theory Into Design'.
I recommend reading Victor's post first to understand the theory behind social identity and then come back to find out more about how you can apply it to your own site.
Victor sees great opportunity for designers to enhance websites and products by using social identity theory in the way that Nike has built an entire network around Nike+.
You don't have to build your own social network from scratch to take advantage of social identity theory. It can be as simple as adding sharing buttons to your site.
Social Influence Marketing is simply the use of social signals to increase online reach and improve conversion rates.
Not sure where to start with social media? Create your own effective strategy with Social Media training, part of our comprehensive Digital Marketing training package. It will really help you to improve your outreach skills so that you can start working on social influence marketing!
I believe there are three main social signals to identify; everyone, friends and celebrities.
Twitter cards are an easy and effective way to make your tweets stand out in your followers' feeds.
Don't be limited by 140 characters, add enhanced links, product descriptions, media and more - all without affecting that character count!
You can start using Twitter cards by adding a few lines of HTML to your pages which will then generate the card when someone tweets that link - this is a quick setup that should have a huge impact on your visibility on Twitter and help drive engagement.
They also have the added bonus of unlocking Twitter Analytics (Twitter advertisers will already have access).
Twitter Card Types
- Summary Card: A card for links including title, description, thumbnail image and author/publisher @ handle
- Summary Card with Large Image: Same as summary card but with larger image and small description
- Photo Card: Card with one photo
- Gallery Card: Collection of up to 4 photos
- App Card: Highlights a mobile app with a download link
- Player Card: A card that allows embedded audio & video
- Product Card: Details product information
Each card type requires a different set of meta tags which will you will need to add to your page. Once you've added the tags, you need to validate the page before Twitter approves your cards and they start showing in Tweets.
As mentioned, Twitter cards give you access to analytics to check the performance of your Tweets. It's a great way to monitor the effectiveness of different types of card and establish your top influencers.
Not getting the results you desire? Find out where you're going wrong with our 2 day Social Media workshops and learn how to start growing your network.
Facebook has rolled out the new page design for the majority of business pages.
If you haven't already updated, then your page is currently in what I like to call 'limbo'.
The new design is visible to page admins, but not to fans or anyone else dropping by your page until you click the 'Update' button.
The update button is found on the new fixed admin frame to the right of 'Settings'.
If you're managing your page and still seeing the old layout then don't worry, there is a chance that all pages are getting the upgrade by June 6th.
Don't be confused when you update, read through my tips and find out what you need to know about the new Facebook Business Pages.
Find out how to get more out of your social media presence, including Facebook, with our two day Social Media course and see results within weeks.
To fit with our new site, we've updated this post and created an even more comprehensive content marketing resource:
Download our Content Marketing Strategy eBook today to learn why Content is your best marketing tool in modern digital marketing.
On Tuesday 20th November we attended the first Content Marketing Show in London, a new offshoot of BrightonSEO. As you can probably guess, it was a day dedicated to content marketing in all shapes and sizes, with a diverse line-up of speakers giving insight into how to source, create and promote your business using content.
We decided that instead of the usual conference round-up post, we would compile the best advice from the day into a complete guide to content marketing. We've also added our own insight based on our experiences at Silicon Beach as well advice from top industry experts. Hopefully this will serve as a one-stop resource to learn about content marketing - but don't forget that we do run regular content marketing workshops in Brighton! We also touch on content marketing from an SEO perspective on our SEO courses if you want to learn more about how content works as part of a wider marketing strategy.
We've picked our top 16 points, but if you feel we've missed anything then please let us know in the comments or tweet us @sbttraining and we'll be happy to add it in.
Hopefully this guide will give you some inspiration to start creating fantastic content for the web.
Remember: tell stories, draw an emotional response, you are influential, you can't force viral, be bold, be different, be nice, know your audience and yourself, use the tools you've been given, use data, get your briefs and pitches right, get content flowing and if in doubt, steal from the best.