Latest Event Updates

Mark Traphagen joins the speaker board

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I’m excited to announce that Mark Traphagen from Stone Temple Consulting is joining the speaker board of #umbsocial. He will talk about how to get mature with Social Media. Looking forward to this.

Background: Mark Traphagen is Senior Director of Brand Evangelism for Stone Temple Consulting, a 70+ employee digital marketing agency based in Framingham, MA. Mark is responsible for building the reputation and authority of the Stone Temple brand. He writes social media columns for Marketing Land and Search Engine Journal, and speaks regularly at many of the top digital marketing conferences in the US.

Facebook News Feed Armageddon Survival Guide: 6 Loopholes to Stay Alive

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By Larry Kim

The beginning of January Facebook declared organic post reach dead for pages. Publishers and brands who used to connect to people via their Facebook pages need to figure out how to people going forward.

Of course, you can use conventional Facebook news feed hacks to mitigate a small extent of the damage, but in order to survive, we’re going to need to make much bigger changes.

In my article today, I want to highlight the top 6 strategies or news feed tips you must deploy this year in order to survive the Facebook News Feed Armageddon.

1. Facebook Groups

Facebook Groups are the unicorn of Facebook engagement loopholes.

Going forward, the Facebook news feed intends to prioritize posts based on how much meaningful discussion they spark – this is exactly the type of updates that tend to do fantastically well in Facebook Groups.

In fact, lively FB group discussions end up getting featured in the user notification tab, which drives an enormous amount of “free” post visibility.

We believe that Facebook groups, unlike some of the other loopholes discussed here, are likely here to stay, as they are a perfect fit for Facebook’s new News Feed mission statement.

2. Instagram

Publishers and brands haven’t nearly contaminated Instagram to the degree they had on Facebook using Facebook pages. In fact, the notion of having a “Business Page” on Instagram is a relatively new concept that just appeared in the last year.

Thus, especially if you operate in certain verticals like: travel, fitness, entertainment, food, consumer goods (etc.) you absolutely should be spending time connecting with folks here as there is plenty of “free” organic engagement to be had here.

Unfortunately, I fully expect Instagram publishers to suffer a similar fate to Facebook Pages at some point in time, though it may be several years from now.

3. Facebook Ads

While technically not a loophole, Facebook ads are now the only way for businesses to reliably connecting with specific people on Facebook.

Ad costs have gone up like crazy over the last few years, and we expect this trend to continue. But for most companies, it’s not necessary to drive “mad hits” to your website.

Instead, be super picky.

Focus your Facebook advertising on these areas in particular:

  • Promotion of Unicorns: Sponsored posts with unusually high post engagement rates (+10%) are still remarkably cheap (1-4 cents per click).
  • Remarketing: People who visited your site recently are the most likely folks to buy your stuff in the future.
  • Custom Audiences: It’s like email marketing on Facebook. Just upload the emails and phone numbers of people in your customer database and they’ll see your ads.

4. Facebook Messenger

Facebook Messenger presents a fantastic opportunity for marketers to message directly to their customers without ever showing up on anyone’s News Feed.

Like email marketing, you can get people to opt into receiving updates from your company page via Facebook Messenger. From there, you can use an automated chatbotto send updates to subscribers and respond to inquiries.

This is an exciting space and is what my new company, MobileMonkey helps companies with.

5. Try out other Publishing Channels

While Facebook organic reach is dead, other (smaller) channels still exist. I personally still invest time in the following networks:

6. Building your own brand

The Unicorn of growth marketing channels is not Facebook, nor Twitter, Linkedin, Youtube, SEO, etc.

Brand affinity, like gravity, is an invisible, unstoppable force of marketing.

It compels prospects to consume & recall your message, rave about your products, and pay a premium, too.

This year, before you decide on what channels to invest more in, and what to cut, ask:

  • Do you truly understand the needs of your target market?
  • Does your product/service offer compelling & uniquely differentiated value?
  • Is its essence conveyed in an unusually memorable/inspirational way?

These form the essence of a brand, which is just amplified through your marketing channels.

Focus here 1st, or it’s just garbage in, garbage out.

Larry Kim is the CEO of MobileMonkey, Inc. a leading provider of Mobile Messaging Software for Marketers.

Repost from: https://mobilemonkey.com/blog/2018/01/facebook-news-feed-tips

Meet #umbsocial speaker – Jody Krasner Gladstein

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Tell us a little about yourself and your background?

I am a digital marketing consultant and have worked with a diverse range of marketing teams from smaller startups and digital agencies to non-profits and small businesses, I have managed virtually all aspects of digital content marketing and customer, client and community relations for C-level executives and high level professionals from all over the world.

When did you start to work in social media?

2012

How does a typical work day of you look like?

Checking emails, skyping with team members (I work remotely), checking social accounts, planning posts, crafting posts and emails, video editing, graphic design–big mix!

What is the hardest thing about social media?

Getting employers to see the value

What do you see as some up-and-coming trend in social media?

Continue seeing video as trends

Can you name us a brand or company that you admire for their great social media strategy/execution?

TJX Brands (also headquartered in Greater Boston) like Marshall’s, TJ Maxx, Homegoods

Did you make any social media mistakes in the past or is there anything you would avoid in future?

Don’t escalate conflicts online.

To be successful in social media, you need to ….?

Constantly learn and change with the times. Keep up with the latest thing.

What is your favorite book and why?

To Kill A Mockingbird –always stuck with me and themes still pertinent to today

What is your favorite quote?

I am the master of my fate, I am the captain of my soul

What is your favorite movie and why?

Too difficult to answer! Depends on my mood. But, like the book, I do love the film of To Kill A Mockingbird too.

Where can we find more about you and you work?

https://www.linkedin.com/in/jodykgladstein/

Amanda Healy joins the speaker board

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I’m excited to announce that Amanda Healy is joining the speaker board of #umbsocial. She will talk about personal branding.

Amanda Healy is an award-winning marketing leader, national speaker, and social media evangelist. She currently works as a Senior Marketing Manager at TIBCO Software, driving campaign strategy and demand generation for the company’s largest business unit, integration. She has trained world-class teams ranging from startups to Fortune 500 companies to leverage social media, and has spoken at industry-leading conferences including the Massachusetts Conference for Women, the Women In Technology International Summit, Microsoft Envision, Social Tools Summit, Watermark’s Lead On Conference for Women, and many more. Profiled by the Washington Post, interviewed by WBZ, lauded as “Social Genius” by the Boston Social Tools Summit, and named to BostonSpeak’s “24 Experts On How to Become a Great Public Speaker” list, Amanda is one to watch. Follow her at @amanda_healy or send her a note on LinkedIn via linkedin.com/in/amandahealy.

Social Media Knowledge Gaps Still Not A Thing of the Past

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by Jody Krasner Gladstein 

This week, Facebook CEO and Founder Mark Zuckerberg testified in front of a US Senate joint committee hearing to answer questions about Facebook’s mounting scandals, including the misappropriation of up to 87 million users’ profile data by Cambridge Analytica and Russia’s use of the platform to spread fallacies and propaganda. I, for one, did not subject myself to listening to all five hours of testimony. However, what I did watch, and what I found most fascinating about the whole event, was not the grilling over Facebook’s abuse of user data, but what can only be described as Congress’ display of Facebook illiteracy, and of social media in general.

The late night comedians, like Stephen Colbert and Trevor Noah, right along with the likes of CNN and Business Insider journalists, had a field day with several of the Senators’ confused questions to Zuckerberg, such as:

  1. “How do you sustain a business model in which users don’t pay for your service?”
  2. “How many data categories do you store, does Facebook store, on the categories that you collect?”
  3. “Are you willing to go back and work on giving me a greater right to erase my data?”

Sadly, it’s not just Congress who is in the dark when it comes to lack of knowledge about Facebook or for that matter, any other social media platform (e.g., Instagram, Twitter, Pinterest, etc…). I can count on both hands, friends of mine (mostly Gen Xers) who have said things to me like, “What do you “Twit” about?”or “I don’t “get” Snapchat.” It’s not just the older generations who have these knowledge gaps.

Four years ago, when I launched my social media consulting business and began teaching adult education classes in Twitter, Facebook, Instagram, Pinterest and LinkedIn, I assumed my average client or student would have basic familiarity on how to use the platforms, and at the very least, had opened their own accounts prior to our meeting. What I found was the complete opposite of this. I would spend a good 75% of my time (not exaggerating) helping to set up their accounts, teaching how to upload images, helping to find their email addresses and passwords, and even in some cases, instructing them on how to use their smartphones (unrelated to social media apps). I am not telling you this to disparage or make fun of these people. Having been focused on social media marketing and technology for so many years, I realized that I was in a minority of people above the age of 40 years old who knew how and why to use social media and even other basic modern technology. And, now, four years later, unfortunately, I don’t really find that much has changed.

So, what’s my point here? My point is that there is still a great need for social media education and instruction within the workplace (both small and large businesses, non-profit to for-profit, etc.) in order to meet the demands and ongoing evolution of technology, digital marketing and communication around the world. This even applies out of the workplace and within homes where parents/grandparents need/want to keep up with their tech savvy children. Those of us who work with social media day-to-day cannot assume that everyone else knows what we are doing or even why we are doing it in the first place.

From day one of my current contract position as a Digital Marketing Manager for a small non-profit, I have stressed social media training of fellow employees on best practices and instruction. At first, it was met with reluctance, but as the year has moved on, I have been able to convince a good few on the power and benefits of social media engagement on behalf of the organization.

In my experience, businesses I have worked with know they “need” social media accounts, but, really, they more often than not don’t know why they need them or what would be the first thing they should do to even get started. How is this possible in 2018? I believe it is imperative that those of us with the social media knowledge and experience need to train our fellow co-workers and team members. Social media needs to be part of every company’s overall strategy (marketing, branding, operations) and its company culture. If your company doesn’t leverage social media resources, it will always be behind the eight ball. It’s time to get out of the mindset that social media is too hard or that their isn’t time or money available for it.