Armistice Day was originally observed to remember the soldiers who died in the line of duty during the First World War. As time passed, and thus more wars were fought, the tribute we pay to fallen soldiers expanded to include these more recent wars including World War II, the Korean War, Afghanistan, and all other conflicts in which members of the Canadian Forces have served. In time, Armistice Day came to be known as Remembrance Day.
For many other countries around the world, the specifics obviously differ slightly, but today is the day that we remember the ultimate sacrifice made by so many.
I’m clearly not a history buff, so my apologies for the surface-scratch of an explanation of the importance and meaning of this day. What is clear is that this is a serious day of observation, a day that we should be paying tribute to the men and women who have so bravely fought for us.
I know many of you know what Remembrance Day is, and why we observe it.
However, after browsing my Facebook Newsfeed today, it’s clear that there may be a few people out there who needed a reminder.
Nobody will be singled out, but what I came across today in my Newsfeed were several sponsored stories from businesses clearly exploiting Remembrance Day posts as bait for fan acquisition.
Frankly, this just seems like bad taste to me.
The observation of Remembrance Day shouldn’t be seen as a social media opportunity. If you want to pay tribute to the soldiers that have served your country on your organization’s social media properties, it is my recommendation to do it tastefully, in a tone that is appropriate for the day, and keep it solely focused on honouring those deserving of being honoured.
I am certain that the people in these organizations didn’t intentionally mean any disrespect by their posts, and subsequent paid promotion of their content, but it serves as a reminder to really think before publishing content on your social media communities to ensure what you’re posting is appropriate.
UPDATE: It looks like we’re back up and running.
It has been reported today that Facebook is experiencing technical issues that are prohibiting users from posting updates and ‘liking’ content.
After testing the problems myself, I can confirm that reports are correct – at least in my part of the world.
While this is no doubt infuriating to some users, Facebook’s errors present us with an opportunity to spend some time doing some other things.
Here are 15 things you can do – some productive, some not so much – while Facebook is experiencing technical issues:
- Plan future content
- Get away from your computer or mobile device and take some pictures
- Same as 3 except shoot some video
- Spend additional time on other social media platforms
- Rage quit your Facebook account
- Dive into Insights to learn about your Facebook community
- Enjoy the peace and quiet from the constant stream of engagement and interaction on your Page
- Write a new blog post
- Continue on as normal because you’ve got all of your Facebook content scheduled
- Spend some time learning more about your community on related forums and blogs
- Get away from your desk and learn more about what’s going on in your organization
- Contribute to these issues being the number 1 trending topic on Twitter by tweeting your own frustrations
- Take a deep breath because by the time you’re done Facebook will have probably resolved these issues
- Create a list of things you can do when you can’t post Facebook updates
- Share this list on Twitter, Google+, LinkedIn, Stumbleupon, Reddit or Digg
There are, of course, many, many other things you could be doing, so let me know what your plan is while Facebook’s update and ‘liking’ functionality is down in the comments, or on Twitter @RGBSocial
NOTE: Number 5 is not recommended.
Roughly two weeks ago – I know, I know… ancient news – Facebook added functionality allowing users to edit posts.
For many, this is a long overdue feature. It seems like pretty basic functionality to allow users to edit their posts following publication.
If you’ve made a typo, need to correct some of your information, or make any small adjustments, this will be an absolute life-saver, and particularly so if the post requiring editing has already attracted some social interaction.
It’s a simple tool to use:
Simply click on the drop-down in the top right of the post you’d like to edit.
And make your revisions.
Here’s the thing; you really shouldn’t be using this tool.
Before publishing any content, on any platform, it should be thoroughly proofread to ensure it is flawless and without need of future revision.
Publishing updates with typos, grammatical errors, false information, or anything imperfect is unprofessional and can have a real impact on the perception your current and prospective consumers have of your business or brand.
Imagine showing up to a business’ Facebook Page for the first time and seeing their latest post has a glaring typo or grammatical error.
You would instantly have a negative opinion of them.
If they can’t ensure something as simple as posting a Facebook update is done correctly, is the workmanship of their product going to be shoddy? Is their service going to be comprehensive and top-tier?
Further to this, if the competition is presenting itself flawlessly, it gives consumers just one more reason to choose them over you.
So, do your best to never use this new tool.
Take time and care to proof your content before publishing to ensure you’re always putting your business or brand’s best foot forward.
Have you ever come across a profile on social media that is littered with errors?
If so, what was the impression you were left with of that organization?
Have you ever decided against a purchase decision because an aspect of a business’ communications was unprofessional?
Let me know in the comments, or on Twitter @RGBSocial. It would be great to hear from you.
I love testing on social media, particularly when running ads.
When running Facebook ad buys, I will create a huge number of ads, allocate a certain percentage of the overall spend to testing, review analytics, optimize, and repeat.
Testing is the best way to maximize the efficiency of your spend, achieve the best possible results, and learn what copy and visuals users find to be most motivating.
Recently, when setting up a relatively small Facebook ad buy for one of my Clients, I was pleasantly surprised by a new feature that allows you to test up to 6 visuals for each ad that you set up.
Historically, while you’ve been able to do something like this, you’ve had to go through the setup process as many times as visuals you’ve wanted to test. Now you can simply upload up to 6 visuals, and presto, Facebook will run a mix of all 6 ads that you can easily monitor and track effectiveness.
The next time you’re running a Facebook ad buy, be sure to try out this new feature. I’m sure you’ll appreciate the ability to more easily test visuals to get the best possible ROI from your advertising budget.
How do you test and optimize your Facebook ad buys?
Let me know what you think of this new feature in the comments, or on Twitter @RGBSocial
Most businesses that invest heavily in social media tend to forget one key component to maximizing their success in developing direct relationships with their audience;
They forget to be social.
Much effort and attention is given to creating valuable content, publishing at just the right time to maximize impressions, determining what triggers to use to incite sharing, figuring out how to encourage comments and ‘likes’, and more.
All of this is great, but there isn’t anything social about publishing content and hoping for virality metrics to shoot through the roof. Even replying to comments left on blog content, Facebook updates, tweets and Google+ posts isn’t truly being social.
Think about it in the context of your life. You don’t go to a party, see some guy standing in the corner all by his lonesome, and think, ‘man, that guy is really putting himself out there!’. He’d probably answer a question if you asked him, but he’s not doing anything to garner attention, attract people to him, or develop new connections or relationships.
Except for very rare circumstances, businesses and brands simply cannot expect to develop meaningful relationships with consumers on social media without behaving socially.
The beautiful thing about social media is that it gives businesses the opportunity to proactively speak with their audience, including current and prospective consumers. That’s powerful stuff.
Initiate a dialogue.
If you are hoping to develop real relationships with your consumers, attract them to participate in the discussions that are occurring on your social media properties, and encourage them to be social, I strongly encourage you to initiate a dialogue with them in the places that they are naturally spending their time online.
By initiating conversations, you are greatly enhancing the probability that you will not only receive a reply, but also achieve reciprocated dialogue. When you create a dialogue with your consumers, you’re going to be better able to understand them, know what they want, fully comprehend their needs, and figure out how to provide tremendous value with your products, services and content.
Develop direct relationships with your consumers.
You are also going to greatly increase the value of the interactions you have with your consumers if there is some give-take. Nobody wants to be involved in a relationship in which they are simply broadcast to. That’s not a relationship at all. People want want to be part of a discussion, and have influence over its course.
This can be unnerving to businesses and brands that are used to retaining control of their communications, but it is also extremely exciting if you can adapt, learn, and be nimble enough to take advantage of the tremendous value that the direct relationships you cultivate with your consumers will yield.
If there is one thing to take away from this post, it is to find ways for your business to be more proactively social on social media. You don’t sit on your hands waiting for consumers to learn about your business or brand in the offline world. You market, advertise, write press releases, work to generate word of mouth, and develop and build relationships. All of this is proactive and action oriented.
On social media you should really be doing the same. Try to avoid turning social media into a broadcast channel for your content, and get involved with your consumers where they are interacting and engaging on the social web.
How do you proactively engage socially with your consumers online?
In future posts I’ll get into details about how you can initiate a dialogue with consumers on social media, as well as how you can overcome organizational barriers to being more social.
In the meantime, it would be great to chat with you about your thoughts on this in the comments, or on Twitter @RGBSocial