Strategies to Start A Conversation: Post When Customers are Engaged!

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A Little History About EdgeRank.

At a high level, the EdgeRank formula is fairly straightforward. But first, some definitions: every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.

Each Edge has three components important to Facebook’s algorithm:

  • First, there’s an affinity score between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.
  • Second, there’s a weight given to each type of Edge. A comment probably has more importance than a Like, for example.
  • And finally there’s the most obvious factor — time. The older an Edge is, the less important it becomes.

Emineo Media Start A Conversation

Strategies to Start A Conversation: Post When Customers are Engaged!

  • Posts made between 8 PM and 7 AM receive 20% more user engagement.
  • On Wednesdays, fan engagement is 8% above average.
  • Posting one to two times per day produces 40% higher user engagement.
  • Posting one to four times per week produces 71% higher user engagement.
  • Posts with 80 characters or less receive 66% higher engagement. Very concise posts – those between one and 40 characters – generate highest engagement. Only 5% of all retail brand Wall Posts are less than 40 characters in length, even though these receive 86% higher fan engagement.
  • Ask questions to spark dialogue – “question” Posts generate Comment rates double that of “non-question” Posts.
  • Fill in the blank Posts receive 9 times more Comments than other Posts.
  • Offer fans “$ off” and coupons. Posts containing these offer-related keywords receive the highest engagement.
  • “$ OFF” offers receive twice the engagement of “% OFF” offers.
  • Avoid complicated Wall Posts. Status-only Posts receive 94 % higher than average engagement

How Facebook’s New Features Will Affect Digital Marketers

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With Facebook’s major changes set to roll out this week, little thought has been given to answering how Timeline and the revamped Open Graph will affect our interaction Emineo Media Facebook Toolswith rest of the web, and how websites stand to benefit. I believe that weaving Facebook even deeper into websites is going to yield a positive experience for consumers and sites alike. Here’s why.

Contextual Sharing

One of the notable features of the enhanced Open Graph is contextual sharing. For users, the benefit is obvious — it enables much more than just “liking” a piece of content. Now, a user can share that he or she “read” Catching Fire or that he or she “listened to” Nirvana. “Liking” an article, video or photo has thus far limited users, forcing them to show tacit approval (within the context of one-click reactions) for something that they may not necessarily find desirable.

With contextual sharing, users will no longer be boxed-in by expressing one emotional reaction. For marketers, this offers major benefits for on-site engagement and syndication.


One of the other share features that Facebook unveiled is “frictionless sharing,” which allows sites to share any content a user reads or interacts with directly to his Facebook Ticker. It’s important to point out that the user must authorize the site to turn on this sharing functionality much in the same way that sites have already needed to allow users to explicitly authenticate. However, by enabling sharing and placing objects on a user’s Timeline, Facebook is undertaking an enormous and important process: documenting web activity.

While some end-users may cringe at the thought of their entire digital lives being “Facebooked,” this approach to broadcasting web activity appeals to its younger, most active user-base — a group that seems to care about “show and tell” even more than it does about privacy. Teens and young adults grew up with Facebook, and the transition from one- or two-click sharing to no-click sharing won’t be as uncomfortable.

The Business Upside: Data and Traffic

Getting users to interact with Facebook’s updated features for websites is an advantage in itself, but there are other, more concrete ways the revamped Facebook features will help businesses. As the user experience becomes more personal and engaging, Facebook’s functionality on websites will ultimately provide those sites with an even deeper look into whom their visitors are. This marriage of social data and on-site activity can be applied for a number of ROI-driven activities, such as hyper-specific ad targeting, content and product recommendations, and driving inventory decisions.

Just as importantly, the frictionless sharing features could be a huge boon for sites as measured by the oldest and most valuable metric on the Internet: referral traffic. By allowing auto-sharing for nearly any activity on a site, users will be able to push even more content to the News Feed, Ticker and Timeline, generating more exposure and click backs to sites.

Discovery: Now a Two-Way Street

For years, the web was about search — that is, people using search engines to find specific things online. Now, the web is shifting toward discovery — users are increasingly letting content find them via social networks. This trend actually started a few years ago with a number of sites seeing social networks drive more referral traffic than search engines. With Facebook’s new features, I think we’ll see this trend turn into a basic tenet of web optimization, as sites will soon be able to learn so much more about their users and offer targeted, shareable content that brings in more referral traffic.

Today, businesses spend millions of dollars optimizing for Google searches, trying to get found. But as social becomes a larger traffic driver, and as Facebook and other social networks continue to enable content discovery, those businesses will need to offer interactive, sharable content in order to stay relevant. Those businesses that understand how Facebook is enabling bilateral relationships between sites and users will get found, gain traffic and increase on-site engagement. Those businesses relying on search — and ignoring Facebook’s bold innovations — may soon stop getting found at all.



How Business Pages Will Help the Growth of Google+

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Emineo Media GoogleIt’s no great secret, businesses are practically chomping at the bit for the chance to get into the new Google+ platform and begin experimenting with the potential new ways of engaging their audiences. The platform and its initial popularity presents a plethora of opportunities not just for businesses, but also for the network itself, I’ve outlined below a few ideas of why the introduction of brands will serve to increase the network’s visibility:

  • More content for users to talk about and engage with – any brands that develop a presence on Google+ will undoubtedly create more digital content for their audience to consume and share across all social networks. This is likely to be particularly evident in the short term as brands and businesses look towards an experimental approach to activity, and will result in a great deal of visibility for Google+.
  • More incentives for users to join – if brands and businesses create a presence on Google+ and use it to engage with fans in a similar way to the current business uses of other major networks such as Facebook and Twitter, then this will undoubtedly give non-users of Google+ an incentive to join. Whether it’s a competition to win a prize, or a contest asking passionate followers of a brand to create content, many users can be pulled in by the chance to engage with their favourite brands.
  • More visibility through brand marketing campaigns – by way of an extension of the above point, brands may begin to invest both time and money into hiring a social media agency and incorporating Google+ into their marketing campaigns, cross pollinating their presence through links from other owned media. This will result in greater visibility for Google+, effectively achieving advertising support from the brands themselves.
  • Search benefits – should consumers search for brands on Google, it’s likely that a brand’s Google+ presence will be tied in with its Google ranking too. Again, this will develop added visibility for Google+ and gives another entry point for users looking to engage with the brands that they have searched for. Any SEO agencies working on the behalf of brands will be particularly keen to push this point.

These are only a few ideas of how the growth of Google+ could be impacted by adding brands into the mix, but it’s likely that all of the above will be factors in how Google plans the functionality of Google+ brand pages. Either way, the onus will be on businesses to get into the platform early and be the first to establish best practice in their given industry.