10 quick tips: get the most out of social media

10 quick tips:
get the most
out of social
mediaSteve Wright
Head of Social Media & Community, Future plc
Future | Social media | September 2013

• Future’s combined Facebook, Twitter
and YouTube audience: over 6m
• Facebook fans: up 47%
• Twitter followers: up 53%
• YouTube subs: up 219%
• Traffic to Future sites from social media: up
52%
First, some numbers

• Amplify messages
• Advocacy, loyalty, community
• Feedback
• Monitor what’s being said
• Join relevant conversations
• Find influencers and build key relationships
• Reach new and existing audiences
• Enhance our sites and apps
• Add value
What’s the point?

Search
Connect when needed
Where does it sit?
Email
Lasts until user opens it
Social
• Connect randomly
• Lasts a few hours, if that

Lead generation

Tip 1

It’s a cliché but:
• Content is king
• Crucial to social, SEO and
increasingly marketing in
general
• Future has 20+ year heritage
of strong content

Example #1
1.8k likes; 181 tweets;
100 +1s; +328 on Reddit
200k visits from social media
(90% from Pinterest)
Evergreen, visual, useful:
solves a problem

Example #2
1.5k likes; 256 tweets;
32 +1s; 406 Stumbles
160k visits from social media
(90% from Pinterest)
Evergreen, sharable, useful:
solves a problem

Content types
• Breaking news
• Photography and video
• Infographics/instructographics
• Reference/resource
• Lists (eg top tens)
• Opinion
• Polls/quizzes
• Competitions
• Good (or bad!) reviews
• Interviews/Q&As

“The most
important
algorithm you’ve
never heard of”
Tip 2. Facebook’s
algorithm

Because it’s all about this

Why Newsfeed is key
• The majority of fans interact with you
there, not on your page
• But as little as 12% of the average
page’s fans see each post. Of a page
with 1,000 fans, that’s 120
• Newsfeed is a chart, not a newsfeed.
How do you top the charts more often?

Only Facebook knows
• Ranking algorithm a closely-guarded secret
• More than 100,000 different factors
• But we’ve got a good idea of the important ones…

WEIGHT
Posts have different value:
videos, photos, links, status
updates
AFFINITY
Between page and fan:
shares, comments, likes
TIME DECAY
How long ago was the
post, comment or like?
Understanding the
algorithm

Understanding the
algorithm
• Negative feedback also
increasingly important
• If you get unlikes, hides or
spam reports, your reach is
affected
• Facebook Insights now
gives you this info

Facebook Insights tells you

Using Facebook effectively
• Keep this ‘credit score’ in mind
whenever posting
• Quality not quantity
• Use Insights to find best post
types and engagement rate
• Encourage interaction: ask
questions, be pithy. Yes/no, fill
in the blank, “click like if…”
• Join the comments: improve
affinity, combat time decay

Tip 3

Facebook giveaways
• Everyone loves free stuff
• Facebook promotions build
audience and awareness
• Aim for more than just a ‘like’
• Make sure you know the
rules

Don’t do this
• Share competitions are
against Facebook’s rules
• Your Facebook page
could be deleted
• Like or comment to
enter is now allowed
• But you get no data

Instead, do this
Before like:

Instead, do this
After like:

Use other channels

Tip 4

Facebook Ads: then
• Small display ads
• Hard to be creative
• Limited use
• Low click through
• Not on mobile

Facebook Ads: now
• Newsfeed presence
• Work on mobile
• Much improved CTR
• Fantastic functionality
• Not just fans or friends of
fans: precise targeting

Facebook Ads: features

Facebook Ads: features
Custom audiences Lookalike audiences

Example
• Facebook Ad campaign
• Custom audience of
lapsed subscribers
• Dedicated landing page
dramatically increased
conversions

Twitter

Tip 5. Searching Twitter
Twitter.com/search-advanced Topsy

Find relevant tweets
recommend "mountain bike"
OR "road bike" -filter:links

Tip 6. Finding relevant
people

Twitter Lists

Twitter Lists
• Public or private
• Don’t need to follow
• Riders, journalists,
clients, influencers…
• Look for other public lists
• Use

Tip 7. Make people click
Future | Social media | April 2013
• Tweets can be very boring
• Is your tweet informative or
entertaining?
• Stand out from the crowd

Example

Being clickable
• Ask questions; invite responses; withhold something
• Be pithy; write ‘headlines’
• Aim for less than 140 characters
• Always ask yourself: why should people click?

Tip 8. Google Authorship
• More eye-catching in search =
more traffic
• Increase that valuable search
result real estate
• “More by this author”
• Authority: demonstrates you know
what you’re talking about
plus.google.com/authorship

Tip 9

Social media doesn’t stick to UK office hours. Neither should you
Best times to post

Best times to post
Social media doesn’t stick to UK office hours. Neither should you

Scheduling
Facebook scheduling Twitter scheduling

Tip 10

Look beyond Facebook

Pinterest
• 70m people; ~70%
female
• Very visual and can
drive great traffic
• Better ecommerce
spend than Facebook

Pinterest
• Pinners alerted when
price drops

Adding pins

pinterest.com/source/
bikeradar.com
Pinterest

reddit
• “Front page of the
internet”
• 4.8bn page views
a month
• r/Bicycling, r/MTB,
r/Bikeporn…!
• Can drive huge
traffic but…
• Tread carefully

reddit.com/domain/
bikeradar.com
reddit

• No silver bullet or one-size-fits-all approach
• Don’t expect huge traffic or instant revenue
• But set long-term goals and have a strategy
• You will drive engagement, brand awareness, loyalty
and advocacy
In conclusion

Any questions?
For more info on how we can help you with social media:
Claire Hawkins
claire.hawkins@futurenet.com

10 quick tips: get the most out of social media

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