Facebook launched a new promoted post option today…I hope this blog helps people understand how to use this new option strategically… Step 1: What are the constraints? Promoted posts are designed to reach more of your existing audience, as it stands this is not a way to grow a page. Promoted posts are another paid workaround for edgerank (sponsored stories did this a little bit).  AKA Facebook’s math equation that decides what you do and do not see.   Step 2: Define the purpose This is the step where we look at the 3 options for using promoted posts: 1. The page no longer gets engagement and there is a new content strategy A content strategy that didn’t work was run too long and now the audience no longer sees any posts because the page isn’t relevant. Its time to pay to bring the page back to life… Community managers should use every option available to restore edgerank. 2. Improve edgerank by promoting engaging content This is how most brands use sponsored stories. Generally they use them to increase engagement and awareness of entertaining posts. The new option promoted posts have a built in advantage of falling within the timeline and will help brands increase their audience with people likely to engage with their posts.  3. A big announcement Big announcements are things that would get placed into a major press release. Investor news, acquisitions, sales etc. They also include announcements you would spend 5 Million in advertising for in a short period of time (Out of home ads). Stores will, and probably should use promoted posts as a way to announce sales and events. If an announcement provides value it makes a lot of sense to do anything possible to increase the size of the audience. Step 3: Triggers The community manager should define triggers that explain when promoted posts will be used. Big announcements on the content calendar should be marked ahead of time and a budget should be established coming out of regular ad spends. If visibility is falling consistently the community manager should trigger a 2 tier spend sponsored stories and promoted posts.  Expect every network to adopt options like this in the near future. Warning:  It is logical to think Facebook wouldn’t start forcing brands to buy audience they already own. However, Facebook is Facebook and they can do whatever they want to including forcing brands to pay to communicate.  ”Facebook is Free” might be a thing of the past, in the near future. 
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Facebook launched a new promoted post option today…I hope this blog helps people understand how to use this new option strategically…

Step 1: What are the constraints?

Promoted posts are designed to reach more of your existing audience, as it stands this is not a way to grow a page. Promoted posts are another paid workaround for edgerank (sponsored stories did this a little bit).  AKA Facebook’s math equation that decides what you do and do not see.  

Step 2: Define the purpose


This is the step where we look at the 3 options for using promoted posts:

1. The page no longer gets engagement and there is a new content strategy

A content strategy that didn’t work was run too long and now the audience no longer sees any posts because the page isn’t relevant. Its time to pay to bring the page back to life… Community managers should use every option available to restore edgerank.

2. Improve edgerank by promoting engaging content

This is how most brands use sponsored stories. Generally they use them to increase engagement and awareness of entertaining posts. The new option promoted posts have a built in advantage of falling within the timeline and will help brands increase their audience with people likely to engage with their posts. 


3. A big announcement

Big announcements are things that would get placed into a major press release. Investor news, acquisitions, sales etc. They also include announcements you would spend 5 Million in advertising for in a short period of time (Out of home ads). Stores will, and probably should use promoted posts as a way to announce sales and events. If an announcement provides value it makes a lot of sense to do anything possible to increase the size of the audience.

Step 3: Triggers

The community manager should define triggers that explain when promoted posts will be used. Big announcements on the content calendar should be marked ahead of time and a budget should be established coming out of regular ad spends. If visibility is falling consistently the community manager should trigger a 2 tier spend sponsored stories and promoted posts.  Expect every network to adopt options like this in the near future.

Warning: 

It is logical to think Facebook wouldn’t start forcing brands to buy audience they already own. However, Facebook is Facebook and they can do whatever they want to including forcing brands to pay to communicate.  ”Facebook is Free” might be a thing of the past, in the near future. 

Look at this Data, Tumblr is a must… it is one of the best blogging platforms on the market for 3 reasons. #1 Link building: Tumblr has an awesome feature called reblog. You see content like this hit the button add your take and bam you created a blog, that links back to everyone else that has blogged this. As your posts get reblogged you get links.  #2 Plug in Social tools, with tumblr there are about a million theme options. Most integrate with social channels, have a built in location for google analytics and use a simple disqus username plug in.  #3 Free hosting: I dont host a custom domain but if I decided to hosting on tumblr is easy and FREE. Seriously the site is worth checking out  strle: staff: Whoa! Yesterday we jumped past 250M pageviews a day. Orange is US traffic. At Tumblr, every day is a big day.
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Look at this Data, Tumblr is a must… it is one of the best blogging platforms on the market for 3 reasons.

#1 Link building: Tumblr has an awesome feature called reblog. You see content like this hit the button add your take and bam you created a blog, that links back to everyone else that has blogged this. As your posts get reblogged you get links. 

#2 Plug in Social tools, with tumblr there are about a million theme options. Most integrate with social channels, have a built in location for google analytics and use a simple disqus username plug in. 

#3 Free hosting: I dont host a custom domain but if I decided to hosting on tumblr is easy and FREE.

Seriously the site is worth checking out 

strle:

staff:

Whoa! Yesterday we jumped past 250M pageviews a day.

Orange is US traffic.

At Tumblr, every day is a big day.

Source: staff

The Latest Collab project just shipped… 

How to check your email from your phone (and 50 other things you might want to teach your parents) - Official Google Mobile Blog

Make sure your parents know what’s up when you give them a smart phone… useful and smart. 

Source: googlemobile.blogspot.com

Lets Talk Tumblr… Likes and Reblogs! Tumblr allows you to do something awesome… you can like and reblog posts.  If I see a video in my tumblr feed and I want to talk about it, no problem… I can reblog it leave the original post in tact and comment! Also if I think a post is awesome I can like it ( My likes show up in the side bar of my tumblr) …  These are very cool features and let your content spread..  BTW tumblr folks go ahead like this post… or even reblog it! ;) 
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Lets Talk Tumblr… Likes and Reblogs!

Tumblr allows you to do something awesome… you can like and reblog posts. 

If I see a video in my tumblr feed and I want to talk about it, no problem… I can reblog it leave the original post in tact and comment! Also if I think a post is awesome I can like it ( My likes show up in the side bar of my tumblr) … 

These are very cool features and let your content spread.. 

BTW tumblr folks go ahead like this post… or even reblog it! ;) 

Lets talk tumblr… How I use it Uses…  Tumblr can be used several ways.  A blog; Posts happen no more frequently than a normal blog..same strategy A guided tour of your internet: This is how I use it. WhenI find something interesting, I post it. (using the share on tumblr button in the goodies area) A lifestream photo/video blog; I follow some people that update almost exclusively in photos. Its awesome I get high context of who I follow An RSS feed…(I dislike this use) There are several people that use tumblr as one more place to syndicate links to their blog. Im not a fan of this. Any other way you can think of…  #5 is the most important… you can create your own niche. Use the network in ways that are original, if you see an opening go for it.  After you set up tumblr, its not that time consuming!
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Lets talk tumblr… How I use it

Uses… 

Tumblr can be used several ways. 

  1. A blog; Posts happen no more frequently than a normal blog..same strategy
  2. A guided tour of your internet: This is how I use it. WhenI find something interesting, I post it. (using the share on tumblr button in the goodies area)
  3. A lifestream photo/video blog; I follow some people that update almost exclusively in photos. Its awesome I get high context of who I follow
  4. An RSS feed…(I dislike this use) There are several people that use tumblr as one more place to syndicate links to their blog. Im not a fan of this.
  5. Any other way you can think of… 

#5 is the most important… you can create your own niche. Use the network in ways that are original, if you see an opening go for it. 

After you set up tumblr, its not that time consuming!

Lets Talk tumblr… Search!  search.twitter.com  is a very powerful tool. I would say it has a lot to do with my ability to find friend and engage with interesting people. Tumblr lets you search too, and its about 90% of the reason I have fallen in love with this network. This is the first time I am able to take my Twitter strategy (its pretty simple care about people) to the blogosphere!  Use it and engage with people…  When you find an interesting post you must do one of these four things… Like: this is low commitment… find the post like it Follow: basically you find this person to have interesting content so you follow them from their dashboard Reblog the post on your blog Comment if you can… let the author know your thoughts. (Some people don’t have this as an option)
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Lets Talk tumblr… Search! 

search.twitter.com  is a very powerful tool. I would say it has a lot to do with my ability to find friend and engage with interesting people. Tumblr lets you search too, and its about 90% of the reason I have fallen in love with this network. This is the first time I am able to take my Twitter strategy (its pretty simple care about people) to the blogosphere! 

Use it and engage with people… 

When you find an interesting post you must do one of these four things…

  1. Like: this is low commitment… find the post like it
  2. Follow: basically you find this person to have interesting content so you follow them from their dashboard
  3. Reblog the post on your blog
  4. Comment if you can… let the author know your thoughts. (Some people don’t have this as an option)

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