Upvoted – Reddit’s News Site – First Impressions

Every social media buff knows about Reddit. Submit links to be judged by the faceless masses via Upvotes and Downvotes, and if you pass the gauntlet of reposts and re-reposts and re-re-reposts and follow the rules of each subreddit just right, you might just be in the orange. Play the right cards at exactly the right time, and you might even end up on the front page of Reddit. For about four hours before the limited attention span of the Internet buries your post in the second page. All of this, of course, is reinforced by “Karma,” a sort of point system for your account; every link with a positive number of Upvotes adds to your Karma score, a meaningless number next to your username. You might get some recognition if your Karma score is in the tens of thousands, but unless you’re a celebrity or a novelty account like user poem_for_your_sprog, you probably won’t be known for anything noteworthy. Verbose intro aside, let’s talk about Upvoted.com, Reddit’s recently launched news site.

It appears that the purposed of Upvoted is to find the most interesting stories and links on Reddit and expand on them with an editorial process, something that many existing news site already does on a daily basis. It could be that Reddit wants to curate this type of content with the added benefit of getting straight from the horse’s mouth. Given the site’s disastrous history of neglecting users, subreddit owners, and its own staff, using its own editorial staff to dig up and expand on trending topics and freshly popular users might be more than they can handle. Everyone’s comparing it to Buzzfeed, and at first glance, that’s about right. At second glance, it looks about the same. At the moment, the people most likely to see beyond Upvoted’s Buzzfeedesque exterior are current users who are versed in Reddit’s posting culture and business motivations.

Looking at the front page of the site also reveals a great deal about Reddit’s motivations. Front and center is the top story with the number of upvotes associated with the original link at the top left corner, and under it, the top 3 trending stories. Directly to the right and taking up about 25% of your screen…a sponsored link. Advertising. Funding Reddit’s servers isn’t cheap, and Upvoted looks like another way for the social site to rake in more advertising revenue from companies looking to monetize on Reddit’s popularity. The promise is that this sponsored content will be just as rich as normal posts, written and curated by the editorial staff, but paid for and approved by the company. In other words, “Branded Content”. Upvoted does make it very clear that it’s sponsored, so there’s no shady business going on. Good.

Let’s talk privacy. Many of Upvoted’s posts include comments from users. Does the editorial staff ask permission before a comment is used in their curated content, or does the terms and agreements of the site already opt every user in to be fair game? This is an important question because of the “throwaway account” culture on Reddit; people who don’t want their comments or questions associated with their regular usernames will often create a burner account. Make a comment, ask a question, and never touch the username again. I don’t have an answer yet, but I will update this segment when I get a clear answer.

Advertisements

Success in Social Media: The Path

How do you measure success in social media? I’ve been asked this many times during interviews, and I always answer the same way: any and all interactions that place your brand in a positive light. Many people might disagree with me and focus more an metrics and numbers, but if we look at the path social media marketing has taken in the past few years, you will see that the measure of success has shifted into a more subjective realm. Does that mean the metrics and numbers don’t matter? Of course they matter! That’s the point of marketing, isn’t it? But in social media, the marketing aspect has quickly shifted over to branding, presence, and overall engagement with your followers.

Let’s take a look at the original metric that social media marketers used to measure success: Followers. The more followers you had, the better, right? Having a huge number of Likes on Facebook means that people actively sought out your page, clicked the Like button, and would then receive news and updates whenever you post them. Well, at the time it was the only important metric you had.

Social media marketers then started to focus on creating viral content, and the measure of virality was the number of Likes and Shares a post received. In came the flood of clickbait titles, “Like if you agree” image macros, and “Share if you love your mother” posts. Companies wanted to know that their content was being consumed, or, with the changes to the Facebook algorithms, seen by their followers. We’re at the tail end of this practice now, and we’re quickly shifting over into forming direct, emotional connections. Frankly, I feel like this should’ve been where we started as social media marketers.

How do you create emotional connections with your followers? Just check out the tagline of this blog: Be more human. That the adage by which I formulate my social media strategies, and companies and brands should pay attention. Be more human. Just take a look at the first word in “social media”! It’s “social”! The more you advertise and broadcast to your followers, the faster they get fed up with your content, which means they’re more likely to just ignore you. When that happens, say goodbye to your organic reach, which means you pay more to advertise your content, which exacerbates your problem. Literally throwing your money away. People on social media don’t want to be bombarded by ads on a daily basis. To reach them, you have to become like one of them, which means using the social media site as it’s intended: to create connections with people on a personal level. The playing field is already set; you just have to play the game instead of trying to create your own rules!

Each social site has its own expectations of etiquette and behavior. On Tumblr, for example, you’re expected to have fun and not take yourself too seriously. On Instagram, you need to show of your staff and show everyone what you’re up to. On Facebook, you want to be the person starting conversations and share your opinions (just be careful about this part).

If you’re likeable to the point where people can relate to you, they will take the time out of their day to support you. So how do you measure success in social media? Be more human today.

Did You Even Read It?

Post

Who’s to blame for the latest trend of posting links with sensationalist headlines? It’s hard to tell, but we all know one thing: it’s working. Well, working in that people share the content, but failing in that most people don’t even access the content for more than just the headline or the first paragraph. In fact, I’m amazed at its effectiveness. Viral content from over 10 years ago have come back with shiny new headlines and rekindled a long dead netpidemic (let’s see if I can make this term trend!). This is the latest craze, the best material we can find, and the perfect method of gathering data on the unsuspecting public through social media channels. They know where you’re coming from, and often these articles of extreme exaggeration have social logins that not only broadcasts what social sites you use, but also with whom you’re sharing the content. Other bits of data include how long you’ve stayed on the page, whether or not you’ve scrolled all the way down (that’s why some pages load partway until you scroll), and even where your mouse lingers and for how long (Clicktale). And that’s just the tip o the iceberg! If you really want to know how many ways a site is tracking your actions, install the Ghostery app. I mean just look at this. ghosteryThere are TWENTY different tracking tools and social buttons! Most sites have a hard time coming up with 4!

So what’s wrong with it? Some will say it’s harmless fun, but in my opinion, it perpetuates the spread of inaccurate data, compromises you and your friends’ right to privacy, and clutters up our social media feeds. So what can we do as users? What can the owners of these sites do as content producers? For the latter, try producing quality content without resorting to sensationalist headlines! It’s hard work, yes, but you shouldn’t have to lure people into sharing your content without actually reading your content! Why bother with any articles at all? You’d do just as well to simply have the headline and a pretty image to with it. As users we can stop sharing Clickbait content. Or at the very least we can read the articles and THEN decide whether or not it’s worth sharing! Content producers create these sensationalist headlines because people are sharing them, and people are sharing them because they’re too lazy to read. If no one takes the first step, then we’re never going to get anywhere, the content’s going to get worse, and your private information becomes that much more of a commodity. You have been warned. Now stop it!

More Likes Than Friends – The Truth About Facebook Likes

Facebook_like_thumbWhat if I told you I could get you a hundred followers on your Facebook page in under an hour? How about two hundred? Five hundred? Would you believe me if I told you I could get you 1000 followers, and you won’t even have to lift a finger? It’s true. But that’s not necessarily a good thing. This is called “Like Inflation”. While it forced social media industry to focus more on engagement, it has become a self-inflicted wound in the social strategies of companies who see large numbers of followers and likes as the bottom line.

It’s an easy trap to fall into. You are a small company or just someone who wants to launch a social media page or account in hopes of getting attention from potential fans and followers. The problem is that without a large following to begin with, you think people won’t take you seriously, or worse, fail to recognize the legitimacy of your page or company. So you reach out to a company or person who can guarantee thousands of likes and followers for a small sum of money. The truth is they can deliver on their promises. Most of these services come from India where, for a small fee, several workers will log in and out of thousands of accounts to add likes or followers to your social media accounts. More efficient “companies” will have computers set up to automate this process. Your accounts will explode with false popularity literally overnight! The problem is the aftermath.

fb-edgerankSocial networks have advanced algorithms, like Facebook’s EdgeRank, that determine the “worth” of your posts by measuring the quality and frequency of engagement with followers, fans, and communities. The more engagement you have on your accounts, the better your posts and ads will do on news feeds an ad space. With Like Inflation, your accounts are suddenly littered with thousands of dummy accounts that have no real history of engagement or even real people behind the accounts at all! They are profiles made by a single person or corporate entity for the express purpose of selling likes and followers to small businesses hoping to gain an edge over their competitors, or simply to give the impression of popularity. Now when it comes time to spend some money on actual advertising, a vast majority of the news feeds you reach belongs to these empty, personless accounts. By the numbers, you’ve reached THOUSANDS of people, but of those thousands, a tiny percentage will respond. To the algorithms, your dismal engagement rate makes your posts very unimportant, which diminishes your social media strategies. In short, a short term solution will become a deep hole from which you’ll have to work much harder to escape.

logo1There are also online services like AddMeFast that advertise “Like Sharing”. You open an account and submit links from your social media pages that you want people to like or follow. By liking or following other users’ submitted links, you are granted points that act as currency, which you then spend when someone likes or follows the links you submitted. Users set the “cost” of their links between 1 and 10, and the higher point values are assigned greater priority. Sound like a great idea? Like and share with other active users – what harm can come of it? Well, it hardly stops anyone from creating dummy accounts simply to rack up points for their own links. And since any link can be submitted by anyone, you can even use “Like Inflation” to foil the social media strategies of your competitors. In my personal experience, services like AddMeFast are driven by selfish motivations, not active communities; there is no search function or filters for any of the links. They are randomly generated and serve no other function than being an AddMeFast ATM.

declineIf you find yourself in such a hole, there are some ways you can reclaim a foothold over your social media influence. One such way is paid advertising. By targeting the interests of your intended followers and creating visually appealing ads, you can increase the popularity of your social media accounts and direct traffic to your sites and landing pages. However, it might be very costly to maintain this strategy considering the time it takes to gather enough active users. A less costly method is reaching out to your customer base through email marketing. Many of these people may already be followers, but it’s worth it to reach out to those who haven’t responded yet and give them a little nudge toward your online presence. Although you pay for the mass email service, this method might be the closest thing you have to significant organic reach.

At the end of the day, it’s tempting to turn to an easy fix for the lack of social media presence, but they are short term solutions. Very short term. The whole point of social media marketing, the very essence of it is to be SOCIAL. Injecting fake accounts into your social pages is the same as filling an auditorium with mannequins for a lecture, then wondering why no one’s responding. You’re perfectly free to do it, but it will be a detriment in the long run.

Buzzword #3: Engage

speech-bubble-mdEngage. Seems like a no brainer, doesn’t it? The point here is not that you engage your customer or fan base, but how you go about doing it. We’re used to the idea of social media accounts being private or personal, but it’s becoming abundantly clear that everything you say and write can potentially be seen by anyone and everyone. The latest example of how social media engagement can go horrifically and spectacularly wrong comes from Amy’s Baking Company, or ABC, as illustrated in ZDNet’s article. It’s also a perfect example of something going viral in the negative spectrum (see Buzzword #1: Viral).

The potential for negative engagement is great, but the external and visible aspect of  social media can be used to your advantage! These accounts are windows and keyholes into your company’s operations, and they are the primary way by which fans and customers look in. This means you have a great deal o control over what they see, hear, and read about you. You show your hand first, and they engage you in response. If you pay your cards right, they won’t even know it’s happening.

There should be an ease to your interactions. Go with the flow. Be knowledgeable and professional to show you’re an expert at what you’re promoting. Be casual to show you’re a real human being with shared interests. While it’s easy to see just names on a screen, it’s imperative that you treat all your visitors as real, genuine people. They are your guests when they come to your page. You are a teacher and a helpful guide to those with questions. You are a friend to those who love what you promote. And remember this well:

NO ONE IS YOUR ENEMY!

KindDo not argue, and do not be defensive, offensive, or confrontational. Always be courteous, even in the face of dissatisfaction. If things get heated, take it to PMs (private messages). A majority of people will engage you in private messaging if you take control of the situation by making PMs the only place where they will get a response – and that’s ultimately what we’re after in social media, isn’t it? A response!  But don’t let the term “private messages” override any lessons you’ve learned. Anyone who knows how to use the “Print Screen” button can reveal the full contents of your conversation, and that’s the kind of power you never want to relinquish to anyone. Private or not, always be kind to everyone!

So how can you actively engage your fan base? Well, if an interest exists, there’s a group dedicated to it in social media. Facebook has Groups, Twitter has #hashtags, and Reddit has subreddits. Find these groups and become an active member. See how other members of these groups interact with one another and follow suit. The best way to market yourself and your product or company is to be as enthusiastic as your fans. You appear more trustworthy if you’re not just someone who works for your company, but rather an enthusiast lucky enough to land a job with them.

Thanks for reading! Stay tuned for the next Buzzword!

Buzzword #1: Viral

Buzzword #2: Organic