Updating Again Soon

I realized it’s been two years since I updated this blog, but with the recent events regarding data, privacy, and social media, I feel it’s important to dust this place off and start writing again. Stickied to the top of Robots Nobots is a post I wrote four years ago about the dangers of Social Logins and how your information, along with all your friends, is being bought and sold simply by clicking a small, convenient button. Seems it’s gotten worse since then with the explosion of Apps asking for “permissions” before you get to use them.

These topics are relevant. They will always be relevant. To anyone who happens upon this blog, I hope you enjoy my content.

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.

Social Logins: Facebook’s New Privacy Features

facebook logins

My aversion to social logins shouldn’t be a surprise to anyone who follows my blog or has spoken to me at length about social media, but I’m always happy when any social site takes a step in the right direction when it comes to preserving the privacy of its users. Last year Facebook introduced a new Login system that would give people the option to opt out of providing private information when using their mobile app, a courtesy that was to be implemented on apps that can connect directly with your Facebook account. It looks like they’re testing those options now, which means many Facebook users will notice error messages when using the mobile app. As they work the bugs out, I hope the end result will leave the social media landscape a safer and a more private one. These changes are expected to start going into effect on April 30th 2015.

So what’s different now? In the past, the app would give you a list of information it requires for you to use it. That’s it. No options to opt out, no settings with which to fool around with; your information was essential to the app’s function. Now apps will (or should) ask you what information you’d like to provide and ask whether you would like to share information that the onwers of the app would like to have. I, for one, want to know exactly what my options will be for my favorite apps. I will give an update the next time I touch upon this subject.

Facebook’s Latest Update: Bad News for Page Owners (Again)?

It looks like Facebook is updating its algorithm again, and it could be that Facebook Pages will take another hit to organic reach. This time it will be posts by your friends that get prioritized on the News Feed, which is great news for users and possibly bad news for businesses. This is, by in large, old news; Facebook has been hammering down on calls to action and clickbait content since November 2014. If you and your social media strategies have not adapted by now, then you need to step up your game and catch up to the rest of the social world.

Facebook has said time and time again that the type of content prioritized on your Followers’ News Feeds is relevant to their interests. And what’s relevant to their News Feeds? The type of content their friends share. Let that be a lesson to you: the days of pure advertising and calls to action are at an end in the social media frontier. To make it in this landscape, you, as a business, need to start becoming more human, and that means developing a brand voice and personality, and more importantly it means trusting your social managers to do their jobs. Of course that also means finding a trustworthy social manager who knows how to navigate the potentially dicey social media environment.

So how do you go about finding your brand voice? It depends on your business, obviously, but the first thing you should do as CEO, owner, president, or higher up management is set some ground rules. Are you a fun-loving business that likes to get into ridiculous conversations with your customers and fan base? Are you educational? Professional? Sensational? Ask yourself: How would you, the owner, talk about your company to interested parties? Take note of your vocabulary, cadence, and emotions. This is how you want your business to look and sound on social media, and that’s exactly the type of message you should get across to your social manager. When you’re online, you’re not a salesperson; you are a human being who is proud of their business or product, and you want other people to see that. Passion is contagious. If you feel it, your audience will feel it, too. That makes all the difference in how people react to your content. Be more human today.

Social Media and Customer Service: Related Skills

So what’s the difference between social media marketing and customer service? Surely the two share some intersection in the Venn diagram of your overall marketing plan. With small business, at least, your social media presence may be the first point of contact for existing customers that have inquiries and issues to be resolved; it’s much easier to get on a computer and type out your grievances than to call in and have to deal with automated messaging systems or highly scripted representatives. With mobile devices, it has also become more convenient and discreet, especially during work hours. That said, here are a few things to remember:

1. Courtesy – Tone is notoriously difficult to discern in text form, and it can become especially confusing on social media sites. Each social has an underlying expectation of decorum, one with which you must become familiar. Facebook interactions tend to be much more informal. While it may be tempting to emulate that informality in your interactions with customers, you must always remember to show courtesy and respect. They are speaking for themselves, and you speak for your company, which means you have more at stake in potentially volatile situations.

2. A Great Interaction is Worth a Thousand Likes – You shouldn’t be focusing on the number of likes and shares so much anyway; the name of the game is engagement. Positive engagement. If someone compliments you, your product, or your business, follow up! It’s important to get a good dialogue going while welcoming newcomers on your page to join in. And not just a “thank you”, and definitely don’t ask them to share. Ask them questions to get more specific answers on what they liked and why they liked it. Not only will you be able to show off your charming personality as a social media marketer, you will broadcast your expertise and authority over your product, service, or subject matter. Be reliable, always.

3. Treat Every Post Like a Tattoo – Sure, you can delete it, but you’ll want most, if not all of your content to be permanent residents on your social media accounts. Edits can be made, but that’s only effective before someone points out a mistake. Even if that happens, be sure to thank them for their input and confirm that the proper changes have been made. Deleting the comment will only make you look childish. The only exception is if their language is deemed unacceptable.

4. Give Credit Where Credit is Due – If someone compliments your customer service department on your social media accounts, make sure you let your CS Department know about it. Everyone loves it when their work is appreciated, and this is no exception. Take a screen shot, send it to a specific employee if their name was dropped, or send it to the whole department with a nice and encouraging note. That’ll put a smile on their faces, and smiles transfer directly to their voices.

Say Goodbye to Promotional Posts!

It seems Facebook is cracking down on organic reach once again with its latest plan: reducing the number of promotional posts that appear in the news feeds of users, even if they Liked the Page from which these posts come. While it may seem like something I’d disagree with as a social media marketer, I’m going to have to side with Facebook this time around. But let’s get one thing straightened out: this does NOT have anything to do with Promoted Posts (which are paid for), but rather unpaid posts that Facebook as deemed “too promotional”. This is an example of what’s “too promotional”:

too promotional

According to the official Facebook newsfeed, the social network giant is targeting three types of posts:

1. Posts that only push people to buy something or install an app.
2. Posts that push people to enter a promotion, contest, or sweepstakes.
3. Posts that reuse content from ads.

At first glance this update might have marketers and social media experts quaking in their boots, but personally, I’m not worried at all. I’ve always been a proponent of quality content that is creative, unique, social, and in general, doesn’t look like it was generated by a computer and posted via an automated platform. This blog is called “Robots NOBOTS” after all! As social media marketers, we need to reach people from a social standpoint, which means we need to treat people like people, not potential wallets waiting to be emptied. Our social media accounts and Pages need to behave like human beings, not a hub for promotions, sales, and products. Treat your potential customers and fans well, and they will come flocking to your Page! Treat them exceptionally well, and they will come back with friends!

I won’t forget that Facebook killed organic reach for Pages, but this is an update I can get behind. It will reduce spam, and most importantly it will force the social media marketing industry to produce rich, engageable content. Coupled with Facebook’s promise to crack down on clickbait articles, we might actually start seeing some improvement in our News Feeds!

Are Your Apps Compromising Your Privacy?

The world has gone mobile, and that means millions of apps are being installed every day on smart phones, tablets, and other devices that rely on Internet access. What most people don’t know is that when they download an app, they are subject to user agreements that allow the owners of the apps to collect personal and private data that will be shared with advertisers. You might think that apps like Facebook, WhatsApp, and other social media platforms would be the worst offenders, but according to Forbes staff Parmy Olson, the worst offenders are actually games like Fruit Ninja and Angry Birds. Locational data is one of the things these apps collect. The game developer doesn’t care where you play, but the advertisers who pay the game developers to include their ads in the app most definitely do.

App Grades

PrivacyGrade.org Database Scores on User Expectations VS Actual App Behavior.

You might’ve noticed that apps nowadays will inform you about what type of data they collect before you finish installing it. As an advocate for transparency in all facets of life, simply stating that your data is being collected is not enough; the developers of these apps and games should let you know exactly where your data ends up, who’s buying it, and for what purpose. On the other hand, it’s a little understandable that free apps require advertisers in order to stay in business. But it’s also important not to confuse this data collection with up-front advertising on certain free apps that allow you to pay a small fee to remove ad banners. This fee only pays for your right not to be advertised at directly, It does NOT mean they stop collecting your data! It only means that you’ll be advertised to later through a different medium.

So how far does this go? How much data is being collected? A driving apple called Google Waze collections your locational data, but it also shares this data with local governments! Doesn’t that strike you as “Big Brother” behavior? It’s not a matter of whether you have something to hide, but rather a reasonable expectation of privacy within your own property – including your car and where you’re going every day! It can go further than that. Last month Twitter unveiled Fabric, a platform for building mobile apps. Included in the tools is something called Digits, which is used to send SMS Registrations to people signing up for mobile app services. Normally this would an expensive undertaking for the owner of the app, but with Digits, Twitter would be paying for the text delivery. However, Twitter also gets to keep the phone numbers for advertising purposes. This behavior isn’t explicitly explained to anyone downloading or registering for the app!

So the question remains: Are your apps compromising your privacy? YES, absolutely they are! The more important question is this: do you care enough to make changes to your mobile behavior?