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How to Easily Post a Pinterest Pin onto a Facebook Page

The Easiest Way to Post Pinterest Pins onto Your Facebook Page. More Pinterest marketing tips and tutorials found on MCNGmarketing.com

This blog post will go over how you can easily post your Pinterest pins onto a Facebook page or group from within the Pinterest platform.

Anna Vanlandingham, from Pinterest Pro, for sharing this with me. It’s greatly appreciated.

Connect Your Pinterest with Your Facebook Account

Now before you can post directly to any Facebook page or Facebook group from Pinterest you have to connect your personal Facebook account with Pinterest.

You can easily do this by going to the desktop version of Pinterest and going to your account settings and scrolling down to the section about logging in with your social networks. Make sure you connect your Facebook account.

Now you’re ready for the next step.

Connecting to Your Facebook Account

How to Post Pinterest Pins Onto Facebook Pages 

In order for you to post onto a particular Facebook page or group, click on your desired pin until it expands.

How to Easily Post Pinterest Pins on to Facebook Pages

Once it does, you will see a Facebook share button at the top right hand corner.  Click on it and a drop down menu will now appear. The drop down menu allows you to post Pinterest pins onto your personal Facebook timeline, a friend’s timeline, Facebook pages and groups and through private messages.

How to Easily Post PInterest Pins on Facebook by @mcngmarketing.

It also shows a preview of what the pin will look like on Facebook.

If you happen to be a social media marketer this means that you can now post pins onto any particular Facebook page that you manage.

A Word of Caution…

This has nothing to do with actually posting as so much about the fact that when you do connect your Facebook you are still using your personal account. And Pinterest will put your personal Facebook url in the header.

Rebekah Raddice on Pinterest

 

This means people can check out your personal Facebook page, so ensure you have them on the proper privacy settings.

A popular question I get asked is whether we can replace that personal Facebook url with a Facebook business page url. At the time of the writing you can’t, but if that does change I’ll make sure to update this blog post.

If you’re interested in doing the reverse, and want to post Facebook posts onto Pinterests, that’s not as easy. This blog post will explain how. 

To get more tips on how to improve your Pinterest marketing, make sure you sign up for my newsletter.

The Easiest Way to Add Facebook Posts on Pinterest

The Easiest Way to Add Facebook Posts to Pinterest with this one Amazing Tool by Vincent Ng.

If you’re looking for a way to put your Facebook’s business page’s posts onto Pinerest, then you’ve come to the right spot. The ability to cross promote different social media channels can help with boosting followers on social media platforms and increase reach of potential new customers for your small business.

I’m going to show you an amazing tool created by Christina Mendoza and Ray, that will allow you to capture parts of your screen and create pins from these screen captures. Their tool is awesome sauce.

Technically, Facebook is a no Pin it zone, so if you try to use the official Pin it button from Pinterest to grab images from Facebook, it’s not going to work. This is to help protect privacy concerns, so don’t go pinning pictures of your friends from last year’s Christmas party while they’re dancing like a monkey, that’s just not cool.

I used to recommend people screen capture the image and then change the “source” of the pin to the Facebook post,  but doing that was long and tedious. The other method that used to work, was using a tool called Shot Pin, which was a Chrome extension, but it’s no longer in operation. But then I tested out Pin4Ever’s new tool, and i’m in love with it!

This One Tool Will Make it Easy to Pin Facebook Posts onto Pinterest

If you’re more of a visual person, then feel free to watch the YouTube video on how to add Facebook posts onto Pinterest.

When I discovered what this tool was capable of, my eyes popped out. For me, this is the the easiest way to add Facebook posts to Pinterest. This tool is Pin4ever’s “Pin Anything” tool. Pin4ever, is actually a suite of Pinterest tools that allows you to do a variety of other great tasks with Pinterest, but I won’t be going into the other features today.

To get the “Pin Anything” tool from Pin4ever, you can visit their site at Pin4ever.com. Their tool only works with Firefox, and this particular feature is FREE to use, along with some other neato stuff that’s also free. (Thank you Christina and Ray for all your hard work!)

Once you’ve loaded it onto Firefox, you need to login with your Pinterest ID, as shown below. If you don’t login to Pinterest then the tools by Pin4Ever don’t work.

How to use Pin4Ever's Pin Anything tool by Vincent Ng of MCNG Marketing.

Also if you find that the tool bar is occupying too much space, you can actually click on the Mini Toolbar, and that will shrink the bar size down by a lot.

I truly feel that Pin4Ever is one of the most underated Pinterest tools out there. It’s loaded with great features that many small business owners and marketers have requested. Once you try it, and know what it’s capable of, you’ll love it too. – Vincent Ng

How Pin Anything Tool Works

Look for this camera icon that says Pin Anything on the right hand side of the tool bar.

Pin Antyhing Tool is a great screen capture tool for Pinterest.

When you click on it, it will allow you to do a partial screen capture. And this is where the beauty, and the ease lies.

I’m going to take Facebook marketer, Jon Loomer‘s Facebook page as an example. When I clicked on the “Pin Anything” it allowed me to drag the tool across the Facebook page and select the area on the screen I wanted to Pin, and gave me the dimensions of the screen capture.

Jon Loomer's Facebook Posts onto Pinterest

Then a pop up appears. You have the option of changing the pin description, and to choose which board the pin goes to. But what’s brilliat about this tool, is that the source of the page goes back to the Facebook posts.

You can change the Pin4Ever's pin description when using the Pin Anything tool.

Pin4Ever, won’t be able to tell you which of your boards are secret or public, so make sure you double check you have the right board before pinning.

How Do I find the Unique URL of the Facebook Posts

It’s important that you’re not just using the Pin Anything tool from Pin4Ever to pin the status update from the MAIN Facebook page.  The url will be in the form of  https://www.facebook.com/kotawcontentmarketing/. (Kotaw Marketing belongs to my good friend Katherine Kotaw)

If you use the tool and you pin from the main feed, the pin will redirect back to the main Facebook business page, not the individual post. If people don’t see the specific post, they may assume that they’ve been led astray, and even turn angry like the Incredible Hulk.

In order for you to find the unique url of the Facebook post, all you need to do is click on the date of the Facebook post, and then it will load up the unique post as a seperate web page. At this point you can use Pin Anything and capture that post as a pin. This is an example of a post from Michael Hyatt, and where you can find the date on the desktop version of Facebook.

Micheal Hyatt's Facebook page.

Why is it Beneficial to Have Facebook Posts on Pinterest?

1) By putting Facebook posts onto your Pinterest board, you’re exposing your Pinterest community to your Facebook page.

At the time of this writing, Pinterest doesn’t actually allow you to connect your Pinterest business page with an associated Facebook business page. You can connect your personal page to your Pinterest account. But let’s be truthful, you probably don’t want a bunch of random strangers connecting with your personal Facebook page every day.

Using Pin4ever’s Pin Anything tool is a good way of getting people directly back to your Facebook post where they can then connect with your page.

2) You can encourage meaningful conversations

There are people commenting on Pins on Pinterest, however it’s not a very common practice. Having an engaging Facebook photo posts that shows off some activity can get those people involved in the conversation.

If they notice 15 other pepole have commented, they may want to jump in.

It used to be that you had to Like a page in order to comment on it. This is no longer the case, people can jump into a conversation onto Facebook even if they don’t like the page.

3) It offers great social proof.

This can be very important when you’re starting off your Pinterest account. People like to see numbers. They like to see that 101 other people have liked a Facebook posts, or that 30 other people have shared it.

That type of social proof can break down barriers for people to trust you. Who are you going to subconciously going to trust more, someone who’s sold one million books, or someone who has sold one thousand?

Pitfalls to Be Aware of from Posting Facebook onto Pinterest

Over 75% of daily usage on Pinterest happens on mobile devices. This makes Facebook posts hard to scan in the Pinterest feed on iPhones and Android smartphone devices. Therefore people are most likely not going to click on them.

Facebook Posts on Pinterest Android Smartphones

However if you do know that most of your target audience is using the desktop version,  then this would be a great way to cross promote.

If someone does click on your pin that contains a Facebook post, it will be redirected to the mobile site of Pinterest, not to the app. Since most people on their iPhone and Android phone are logged into their app, and not onto the browswer, they will need to login which is a detraction.

That’s it. Please go out and try this tool, and if you do have time, thank Christina and Ray, they’ve worked very hard to provide this tool for free.

Do you have an amazing app that makes you’re life easier with Pinterest? Please share with me and other readers in the comment section.

Can you Really do Social Media an Hour a Day?

Can you really do social media one hour a day? Not if you want to do  a good job. Find out why it takes longer than an hour and how good social media takes a lot of time.

Excellent Social Media Takes More Than an Hour a Day

Last month, Dendrite Park, a marketing agency, came out with an interesting instructographic that advised how small business owners could do social media marketing an hour a day. While the article does give credit that small business owners are busy, I think it gives the false impression that a good job for social media marketing can be done an hour a day, which in my honest opinion it can’t.

Here’s the harsh reality in the world of marketing, advertising and social media, most of the time is not spent on executing social media, most of the time is spent on researching and planning out an excellent marketing strategy.

When starting any social media plan, you want to make sure that you have a solid strategy behind it.

You want to know who your target audience is and what type of social media networks they are on. This may incorporate only a limited amount of social networks such as Tumblr and Pinterest, or this may include all the social networks.

But excellent social media planning, whether it’s for one network or for five should not be rushed.

An Hour a Day Works…If You Don’t Care What You Post

If you feel that sending out any old status, tweet, or pin will do, and that somehow it will gain you a community of loyal followers, then you might as well not be on social media.

Part of being on social media is to be able to provide valuable content and insight to your audience.

This week I was really blessed, Mari Smith, a Facebook guru, shared my guest blog post from Oh So Pinteresting on her Facebook page, and it resulted in the post going viral with over 400+ shares within 48 hours, and a big part of that was because of Andrea Vahl who shared that with Mari.

My article about pinning Facebook onto Pinterest went viral, big thanks to Mari Smith, and Andrea Vahl. The post was socially shared over 350 time.

But finding such great content requires time and effort. It means reading other blogs about your industry, and keeping up with the ever changing world of what’s going on. And the people who keep on top of their industry are the ones that will be able to provide fresh content that is relevant to their social media community.

Relationships on Social Media Take Time to Build

For most of my clients that I have worked with, only one of them has ever had a previous relationship with another social media agency. Almost all my clients I work or have worked with were personally managing social media accounts.

One of the biggest hurdles that small businesses face on social media, is the lack of time to authentically connect with their customers on social media. And for any business that starts using social media, whether it’s Pinterest for business purposes, or Linkedin for lead generation, you have to spend time building those relationship.

It’s no different than a customer walking into a hotel the first time. If you take time to engage in conversation, care about their trip and try to make their stay as enjoyable as possible, then chances he’s going to be coming back.

You have to spend time to create a list of people you want to connect with who you may be able to do business or form strategic alliances with. And what you’ll find is that some of them will become good friends of yours too because you both share the same passions.

If you’re a local business, you need to spend more than 5 minutes a day checking messages. You have to engage, and if you don’t have time to do that, then it’s best to hire an agency, or freelancer that can.

This is why it’s vitally important to choose the right social networks for your business instead of going after all of them. Focus o the ones that allow you to create relationships with your customers on deeper level.

Social media hasn’t changed the way we do relationships, as a matter of fact it reminds us that little small acts of connection, taking an interest in what people are saying, and providing great resources for them is more vital today than ever. Why? Because everybody is doing it, and if you don’t do it, your business will die off.

Scheduling and Curating Content Takes Time

Almost everybody I know that has made it big on Twitter has scheduled tweets. Very few do real time interactions all the time, and that’s understandable. The world is a 24/7 place.

And even scheduling tweets to reach those people can take an hour a day. Imagine scheduling for tweets a day (again it should be something valuable to your followers) and then you need to schedule some status updates on Facebook, and then jump over to Pinterest to schedule some pins for the next week.

Scheduling can take a lot of time, but what’s even more important is be able to select the relevant information for your followers.

Some great tools to help with social media scheduling is Hootsuite for Linkedin, Twitter, and Facebook. If you’re looking to schedule pins, Hello Society is a wonderful tool that’s free to use. My friends from the U.S. adore Buffer as a scheduling tool for Facebook and Twitter.

Quality Blogs Take Time and are Worth the Effort

Blogging itself is a huge time consumer, and on my good days I can crank out a draft out within 45 minutes. That’s just a draft. The final copy, including getting the right photos that are pinnable and making sure that it’s done. By the time it’s all said and done, a good quality post that has a great headline, great content, and a pinnable image will take anywhere between 2.5-5 hours to finish. But when it’s all said and done, it can help drive so much traffic and establish your business as THE business in your industry.

Other blogs may report that they finish earlier, and that’s because they don’t understand how powerful Pinterest is in driving blog traffic and tend to use any stock photo, I strongly advise against that.

Always take time to create a blog, and blog at least once a week.

Properly Integrating Social Media Networks into Your Marketing Campaign Takes Time

No social network should ever work alone. This is why it’s important to plan out how to cross promote your different social mediums to get people to not only to be a Facebook fan, but also an Instagram fan, and so forth. The more places that you’re able to communicate with your customers, the more that they’re going to remember you. It’s that simple.

Even though I love Pinterest, I make sure I share some wonderful articles on my Google Plus group on Pinterest marketing. This way it helps to reach out to another community of potential leads and influencers.

And if you’re able to create engaging and amazing content, that’s consistent with your brand and strategy, across your social media then all the better.

Measuring and Taking Action with Your Analytics

It’s very important to spend your time understanding how social media affects your marketing and sales goals. Taking the time to analyze what’s going on with your social media traffic, and understanding what type of content is being shared is vital in deciding what type of action or content to provide next.

Analytics alone can take up to an hour a day depending on how much data is coming in, and what you’re measuring. Tools such as Google Analytics can tell you which social networks are driving the most traffic, while Pinterest analytic programs like PinLeague can tell you what pins are pinned the most as well as who your influential followers are.

Pinleague

I’m not here to tell you how much time you should spend on social media, but I will tell you that if you want to make your social media campaigns work, then you need to work very hard at the start, and you need to invest time into your online social relationships, and I guarantee you, if you want to do this right, it will take more than an hour a day.

Photo courtesy of Bill Erickson.

Social Media Plan – How to Create One in 9 Steps

How to create the right social media plan for your business in 9 steps.


How to Create a Social Media Plan

1) Determine Your Goals

In order to create a successful social media plan, you need to know what goals you want to achieve, and how those goals will be measured.

Are you looking to increase the number of people who sign up for your e-mail? Or are you trying to create more leads from Linkedin? Once you’re able to determine your short and long term you will be able to use social media much more effectively.

2) Conduct a Social Media Audit

Most people miss this step, but it’s important to look back and give yourself a social media audit as part of your social media plan. This is because if you don’t know what you’ve been doing in the past, you are likely to repeat the same mistakes. A social media audit will give you insight into creating your new social media marketing strategy

An audit is about taking an honest look at your marketing efforts and asking yourself what’s working, what’s not, and how to make your marketing efforts even more effective.

3) Study Your Competition

To create a successful social media plan you need to know what your competitors are doing. The worst thing that can happen is that you accidentally copy another company’s strategy. This will also help you differentiate your brand from others in order to stand out from the crowds of businesses that are also using social media.

It’s good to find out what types of social media platforms that they are using, how they’re engaging fans, and what types of messages they’re conveying on these platforms.

4) Determine Your Target Market

Social media is so massive, and with more and more baby boomers jumping aboard, you need to determine who your target market is. This will allow you to be more careful with your time and budget when trying to aim at a specific group.

It’s important to understand the demographics that are available on these different social media channels If you’re looking for a quick and easy way to find out, then I would suggest looking at different infographics. They’re always packed with demographic data. If you want easy access to infographics, go to Pinterest and search for them.

Your target market may also include contacting specific social media influencers that you can form a mutual relationship with.

5) What Are Your Key Messages

Part of any goal, is to also convey what the key branding messages are about your business. While Coke may have many goals in mind for specific contests and giveaways, they have one message they like to focus on, and that’s happiness. Other large companies such as Nike focus on finding your inner athlete to be better and to get things done.

When you understand your messages you’ll be able to co-operatively create opinions with your social media followers.

6) Determine Your Social Media Channels

There is more than a hand full of social media channels you can go with, but you need to truly understand which ones will benefit you the most. Often times it may not be the obvious ones such as Twitter and Facebook, you may find out that you’re having much better success on Linkedin if you’re holding professional seminars.

However if you’re designing crafts, you’ll most likely find spending time on Etsy and Pinterest may be the best win for you.

Don’t be afraid to look outside the box. For example if you’re looking to grow your presence within China, then you will need to create a presence on Sina Weibo or We Chat.

7) Create an Editorial Calendar

Creating an editorial calendar will be your life saver. Plan out what you want to share, and plan ahead to see if there are ways to incorporate special days or themes into your postings. Oreo did a fantastic job in planning out their social media content to celebrate 100 years. There’s no doubt it took a lot of time and effort, but it’s paid off big time.

A lack of an editorial content can lead you to wasting a lot of energy planning out what to say day after day. Make it easier on yourself and your team and cut down the amount of decisions that need to be made on content, so that they can focus on engaging customers and influencers on the different channels.

Ensure that you create a timeline for all your goals and milestones. If this is your first social media plan, it’s reasonable to plan out for 90 days.

8) Determine Who is Responsible for What

If you’re doing social media planning all by yourself then that’s an easy one, but if your content focuses a lot on pictures, a lot on sharing articles, and engaging, then it’s important to understand the role that each person plays.

Play on your team members’ strengths. I wrote an article about how extroverts and introverts operate very differently on social media and how their role in the execution of social media strategy will differ.

9) Measure the Results

It’s important to understand how successful you were in achieving your goals. And so you need to measure the results. Ensure that you’re measuring results that truly matter to your organization. I’m still not big fan of Likes or Followers on Twitter, these are soft metrics.

The most important thing I was taught about measuring results was why is that measurement so important to the overall plan. How is the number of likes important to the strategy?

Those are 9 steps to take to creating a social media plan. Is there anything you would like to add? Feel free to let us know in the comments section.

Like to listen about marketing stories, check out MCNG’s Marketing’s podcast, Revolutionary Marketing.

Photo courtesy of Kalexanderson.

Introduction to Social Media – Where to Start


Introduction to Social Media -The Hows, Whats, and Whys

Big Headache
It can be extremely overwhelming to jump on board social media, especially since it seems that everybody else is ahead of you by about a decade. It also doesn’t help that the social media landscape changes as often as the temperature in Seattle. It seems every year there is a social network star that is born, and hundreds of more that try to rise to that success but ultimately fail.

If you’re wondering how and where you should start off with social media, this blog post will offer you guidelines.

How to Approach Social Media:

1) Be Patient and Keep at It

Social media is a new language. For those that may be in the baby boomers or older, it can be odd to have so much information bombarded to you at once, or that it may seem so strange that people are offering personal information so freely. It’s important that any person new to social media keep an open mind and just watch as a spectator to learn from others.

Treat social media as a spectator sport. When I first watched football, I didn’t really understand what the rules were, and with the exception of the quarterback, I didn’t understand the roles of other players. But over a few months I learned a few rules here and there, and was able to figure out the rules with the help of the Internet. But i did it in chunks.

Once I did, I found watching football more entertaining, though I’m a hockey fan first and foremost. But I kept an open mind and stuck with it. You need to stick with social media, don’t abandon it. It won’t go away.

2) Choose a Network that You Would Enjoy Being On

Facebook:

Take your time and choose one network that you feel would allow you to stimulate conversations with people and will allow you to have fun doing it. For most of us, Facebook (or a similar platform like Friendster) was our first social network platform. This is the most common one because it allows us to keep in touch with friends.

If you genuinely care about what your friends are posting, or care about what they are doing, then this is a good platform to start. Start off being intimate, and if that means staying in touch with only 30 friends, then that’s all you need. Honestly keeping up with 400 isn’t all that fun. Take time to comment on people’s status if it’s of genuine interest to you.

Pinterest:

Pinterest is a great social networking site if you love beautiful fashion, pictures of the most beautiful places in the world and you love seeing food. It’s also a great place if you happen to be into arts and crafts and need to sell goods. It’s expected that Pinterest will drive more traffic to websites than Twitter within a month or two of this blog posting.

The one advantage that Pinterest has over other networking sites is that content tends to have a long shelf life. If it’s an interesting picture or pin, as they call in Pinterest, then it can keep getting repinned again and again for months on end. And provide spikes in traffic in the most unexpected times.

Twitter:

Twitter is a great place to go and just chat and follow some of the people you most admire, and to start having conversations with people that you normally wouldn’t be able to reach. This is more of a conversational social network, and sharing knowledge that’s relevant to the people you want to attract is important.

But it can be a bit overwhelming, make sure you take it slow at first.

For this particular network, treat it casually to start and spend a few minutes a day to get a feel for the etiquette and if you feel there’s a conversation worth jumping into, then by all means, jump in.

If your find yourself a social media introvert, then this may not be the best social media platform to start with.

Linkedin:

Linkedin, the ultimate social networking site for business professionals. This is a great place to connect with others that you may want to stay in contact with but don’t want to add to Facebook. This particular medium is good for making industry contacts and when targeted right can generate high quality leads. The mindset that people come with on LinkedIn is one of professional business, and less of cocktail chatter like Facebook and Twitter.

A great way to connect with others is to write recommendations for them on the site. Only do so if you are making a genuine recommendation. It’s such a great marketing tool, for our own website we find that the amount of time spent based on traffic coming in from LinkedIn was 8-9 minutes. While those that came in from other sources were 1-1.5 minutes.

Google Plus:

Google Plus is starting to gain some momentum back, but has been described as a place more for techies and is quite male dominated. This is a great social network to reach out to influencers and have conversations with them because this is often the LEAST congested network for them.

Unlike the search function for Facebook, the search function on Google Plus will allow you to find communities, pages, and posts with ease and accuracy.

What’s also popular is Google Hangouts a tool where people can broadcast live talks, demonstrations or lectures, and you’re able to see people’s reaction and adjust accordingly. A great feature is also that Hangouts can be recorded as YouTube sessions automatically.

Generally social media falls under 3 categories, microblogging, these are sites like Twitter, Social Networking Sites like LinkedIn and Facebook that rely on status updates and longer profile creations , and visual networking sites like Pinterest, Flickr and Instagram.

The world of social media is huge, and isn’t limited to only those networks. Other popular networks include Tumblr which is a blogging platform that has gained great momentum among a younger generation who don’t find Facebook appealing. In China Sina Weibo is a social networking site that’s huge, but under the careful eye of the Chinese government. In Japan, Mixi is common to use.

The number of social media sites are in the hundreds are are listed here. I even just read that teens and tweens are now flocking to Pheed, which has received over 1 million users over a short period of time. What’s interesting to note is that digital natives and those that are in their teens are using social media on their mobile phones, since they don’t have a day job they aren’t likely to use a desktop to access their social networks.

3) What to do Next:

Engagement:

You have to treat your social networks the way you would when you move into a new town. It’s kind of scary, you may not know anybody and you have to build up a network of new friends. If you approach social media with the same mindset, and are very patient with it, you’ll find that you’ll make some excellent friends and networking acquaintances.

It does take time, and a lot of patience. And often, like real conversation in life, you most likely will need to be the initiator of those conversations. Learn to ask questions that peak people’s interest. Or comment on other people’s conversation. Most importantly don’t be passive for more than a week. Passive networkers don’t get known. Active networkers do.

4) Watch out for Social Media Fatigue:

Social media fatigue is quite serious, and it’s becoming part of the trend of people sitting and watching T.V. If you find that you’re getting overwhelmed from social media, then I would suggest you do and one thing.

1) Meet People. Nothing will replace social media like face to face conversation. It builds more trust than anything else.

2) Also go exercise. It will keep the blood in your brain going and help you stay alert.
Once you’ve gotten the hang of things, here are a few blogs I would recommend you read to get more in depth knowledge.

If you have any questions about social media or would like to know more of how we can help your brand be more engaged feel free to contact us at vince @ mcngmarketing.com

Photo courtesy of: Vernhart

How I got a Viral Rate of 10.5% on Facebook without Using a Contest or Controversy

Now before I go into the details of how I achieved 10.5% viral rate for one of my Facebook Page’s post with a client, I’ll explain what viral rate actually is for Facebook Pages.

Viral Rate is the number of people that engage with your content (Likes, comments, and Shares) in relation to how many unique people have seen it. This is what determines a Facebook Page post’s viral rate. This means the specific post that I created for the client had about 1 in 10 viewers actually engage in some activity with the post, not just see it.

Now according to EdgeRankChecker.com, these are the viral rates of Page posts.

61% of Page posts receive 0-2.5% viral rate.
24% of Page posts receive a 2.5%-5% viral rate.
11% of Page posts receive 5%-10% viral rate.
3% of Page posts receive 10-20% viral rate.
1% of Page posts receive 20% and over.

The median rate (not the average) viral rate was about 1.92%.
(I felt the median rate was a better metric than the average since some brand pages get massive engagement and skews the expectations of how posts should perform in terms of viral rate.)

Here’s what I did to achieve that high viral rate:

1) Determine Your Core Demographics on Facebook

Facebook Insights can give you a lot of detail on who your audience is. After I looked at the Insights, I realized the huge majority of people that Liked the page were women between the ages of 20-35. This alone doesn’t give much insight and allow for high viral rates.

This does give you enough information to go and research about this demographic and their psychographics. If your company has a target market and a buyer persona created than this part should be a breeze. If not, do the research about what makes your core demographic tick, and create purchase intent with this target market through your posts.

2)Choose a Specific Targeted Audience

Facebook Pages will allow you to target your posts at specific gender, age, country, city, relationship status and so forth (Pages with small number of fans will not have this option). The picture below from Techcrunch will show you were you need to click to find the features.

Since we know that the majority or our Likers were in the age category above, we only targeted that post specifically to them.

Why not aim for everyone who likes your Facebook Page? The reason why you may not want your Facebook posts aimed at all the people on your Facebook page is because not every post is relevant to everybody. Over time if this practice is kept up you’re going to start annoying some of your Facebook fans and slowly many of them are going to block out your posts from their Newsfeed.

Having Facebook fans interact with your brand is vital in terms of having your posts show up on the fans’ newsfeed in the future. The less that fans interact with the brand the more that Facebook interprets that the Facebook page must not be relevant to the actual fan. How many pages have you Liked? And how often do you see their posts in your Newsfeed?

3)Time Your Posts for Optimal Sharing

According to Socialbakers, Facebook posts get half their reach within 30 minutes of posting.
This is why timing of the post is absolutely critical.

For our targeted post we chose to post in the early evening just a few short time after rush hour when people have just gotten home. This is because we know our targeted audience is just to prepare dinner, and relaxing, and going to log into their Facebook.

I probably wouldn’t have had the same response if I posted at around 3pm when most of the target audience was still at their jobs, and would be more likely scan their Facebook Newsfeed than to actually engage with content. Considering some work places ban Facebook from being surfed on computers, the afternoon for our marketing purposes just didn’t work.

Update:
A marketing colleague of mine, Mikee, from Edward Foord and Company made a valid point that I wanted to add into this post. No amount of speculation about the time your demographic is on Facebook will match proper testing. There are times when you’ll find your posts get more engagement at lunch than they do at 5pm. Testing out different times and checking the engagement levels will give you insight into the best times to post.

4) Appeal to the Senses

The post we had was a photograph of a mouth watering dessert that was vibrant in colour and looked adventurous to eat. It was mountain of sweet gluttony. What also made the picture unique was that it wasn’t your typical food photo that you would see, giving the photo a sense of novelty,which is important in marketing.

I also created copywrite that appealed to that specific target market that would have not worked well with men. I focused on words that would create an emotional and sensory response with women, versus a description of the item. I used words “seducing your taste buds” and not just the word delicious.

It’s also interesting to note that a photo you post on the desktop version of Facebook doesn’t look exactly like the one on mobile. Expect part of the bottom and top of the picture to be cut off in mobile newsfeeds. Ensure that if you are posting pictures that you want to make go viral, that the bottom of the picture isn’t essential.

5) When You’re On a Roll with Likes…

It’s extremely helpful to also post when you’re Facebook Page is on a role with likes. Let’s say that all of a sudden you see a spike in Likes in the last two days. Since these users have liked your page recently, Facebook interprets that it must have relevancy to the actual new users.

This will allow your posts to receive higher visibility and reach compared to during slow periods and lulls in liking activity.

Not every post you’re going to put up is going to get 10% or higher viral rate. Only 4% of branded posts achieve that. However as you start experimenting more, and segmenting your Facebook users with specific posts you’ll create higher levels of engagement with your specific audience.

Risk Analysis for Social Media Marketing

Most Social Media Blunders can be Avoided

With the recent events that have taken place across the East Coast with Hurricane Sandy, a few large companies such as American Apparel, Urban Outfitters, Gap and even President’s Choice had used some insensitive online marketing strategies online to help promote sales. You can read more about the details of what was written from the Financial Post.


I have to admit I’m pretty amazed at how these large companies can make light of such a situation where people are dying and struggling without power. Would these companies have done the same type of promotion with 9/11? “Stuck at home because of 9/11? Then shop with us. Type in coupon Terror 9/11.”

I would imagine that a person and company would have to be pretty damn stupid to try to even go down that road with 9/11, and yet they did it for Hurricane Sandy. It’s moments like these that make me want to bang my head against the wall because it’s a few bad apples like these that make the industry sour.

There is actually a simple formula for businesses doing marketing that will prevent you and your company ending up with such a PR nightmare. And this isn’t just for social media. It should be for every type of marketing campaign that you hold for your business.

1) What’s the Worst that Can Happen?

This is an important question to ask. If you post this on social media, or in any marketing strategy, what is the worst that can possibly happen? While marketing encourages you to be on the edge, no marketing should be on the edge for the sake of it. Being on the edge needs to incorporate strategy. Calvin Klein did an ad that featured Brooke Shields at 15 that was extremely risque.

The marketers knew very well that the worst that was going to happen was that they were going to get an uproar from parents and those concerned with the exploitation of teenagers. They knew they were going to get bad press. But they anticipated it, and went with it anyway, because they weren’t aiming at those angry parents. They were aiming for their children who wanted to be “cool” and different from the parents.

However, when you start a sale that revolves around Hurricane Sandy, and you decide to send an insensitive tweet referring to it, what is the worst that can happen with that tweet? Hmmm….hundreds of thousands of people reading up on it over the internet and on newspapers not mention the tweeps that will jump on the opportunity to publicly yell at you.

Now the companies have to spend time and money to get the PR people to fix and analyze the situation. And with all the negative publicity they got, was it worth getting the extra sales (if any)? I would imagine not even close. I’m sure there are customers that are in the East Coast area that probably won’t be shopping with those retailers for a while.

Social Media Marketers Need To think In Terms of Risks and Expected Value

Analyzing risks is vital in social media marketing. Too many social media marketers don’t think in terms of risks and expected value. If a tweet such as the PC one above is seen by the public, what risks does it pose to my company? How does this affect potential sales, and what would the costs be to recover from this type of fiasco?

From a straight numbers point of view, you must ask, will taking this action actually help increase sales to the point that it outweighs the costs to offset the risk that are taken? If not, then you have a losing strategy. Period.

If the action you take has the potential to increase sales, and the risks associated with this marketing strategy are low, then this strategy should be taken. There are many creative concepts that are low risk and high reward. These include the Old Spice campaigns and the original Axe commercials. (in the case of Axe, their risks were quite interesting, they actually ended up selling their product too well to the right target audience that it soon was associated as a geek brand, and they later had to make some slight changes to their marketing tactics.)

Here’s the Basic Matrix:

High Risk, Low Reward – Don’t even think about it about executing that tweet, or marketing strategy.

High Risk, High Reward – Better fit your brand strategy, and it better not offend the target market you’re aiming for. But be prepared offend other groups. Remember that the sales and profits should outweigh the costs of risk involved.

Low Risk, Low Reward- These are called boring, boring marketing messages. Often require a lot of repetition to stick out and remain top of mind to customers and clients.

Low Risk , High Reward- This is where true creative marketing comes in, and this is why marketing agencies get paid the big bucks, it’s also where it’s most time consuming.

Look at the Matrix:

If your company plans on scheduling e-mails or social media messages that have the potential for conflict, just look at the matrix and ask where this message fits. And is the company prepared to deal with the consquences.

Social Media Experiences are the New Form of Advertising

Traditional Advertising Makes It Hard to Create Emotionally Engaging Experiences

Traditional Advertising isn’t dead, and probably never will. Just because TV was invented, doesn’t mean that people still don’t listen to the radio. With these forms of advertising you were able to reach a large audience and most it was about pushing messages onto the public.

Then the birth of social media came along, and it was now possible to reach large audiences in a more economical and consistent manner, especially to reach a local audience. Yes, you could advertise about your small business in the newspaper or put up large posters around town at bus stops, but this still makes it had to create an emotionally engaging experience with customers.

It’s About Engaging Experiences

In a day and age where millennials and Gen Y’s are expecting more engagement advertising and engagement marketing, it’s only a matter of time before traditional advertising will move to the geriatric ward. As young consumers become adults, we’ve become desensitized to push advertising that’s not entertaining, engaging or helpful to us.

We’re now looking to have experiences and entertainment mixed in with our advertisements. Seriously, we don’t mind, that’s why we enjoy watching the Old Spice commercials on You Tube . Then there’s the next step, creating actual experiences with your social media community.

Yelp Creates Experiences for Thousands of Users Every Month

Yelp is the master of such promoting for their website. Almost every month Yelp holds a Yelp Elite party in their major markets to encourage their users to continue to write reviews and to revisit the website again and again. This is no easy feat to do with so many different social media network sites out there. They understood very early on that by creating experiences for their most loyal social media users, that they would earn their loyalty. But the fact is that they brought the community together through the feeling of the experiences being earned.

Create a Twitter Scavenger Hunt

Another great way for small businesses to create memorable experiences is to start a Twitter treasure hunt that gives away your product. Place your product (or an item that is uniquely yours) all over the city for people to find. Reveal the locations of these items at different times of the day through Twitter and Facebook. For example, if you run a retail shoe store, you may offer a free pair of shoes to the person who finds the item located on a specific street corner, and whomever is the first to find it gets to keep it. The famous skateboarder, Tony Hawk has executed this strategy very well.

There’s a Whole New Level of Scavenger Hunts with Mobile Apps

Catch the Flash campaign is one of my favourite campaigns, because it was able to combine social media, digital and traditional media (they used radio promotion) to get people to try to catch the runners all over the city to help promote Nike’s Vapour Flash Jacket. There were 50 runners in total wearing the jackets numbered 1-50, and Nike provided an app that would allow participants to know where the runners were because the runners had a GPS tracker attached to them. The event took place at night, where people had to use flash photography and catch the number on the back of the runners. The person with that had the most photos of the different flash runners won a 10,000 Euro platinum bar.

Some of the best social media engagement we’ve gotten for a restaurant was through creating a unique experience for one of their loyal customers. She tweeted a few days before she was landing at YVR airport that she would enjoy having a breakfast pizza at 8 am in the morning. It started off as a bit of a joke. But as the marketing agency representing the pizzeria, we took the initiative and delivered a great pizza to her, and she and her best friend loved it! Here’s the post detailing it all.

Good marketing and advertising is about spending your marketing budget wisely. While a newspaper or printed advertisement MAY get the attention of your target market, social media campaigns with proper experiences can cost as little as a giveaway. If you feel that you don’t have the social media following to conduct such experiences yourself, pair up with a local online celebrity to help promote your particular social media experience.

Put back the social in social media and get people involved with your brand. One of the newest trends to get people to have experiences with your brand is through gamification. Something you’ll definitely see much more of in the next 20 years.

Do Small Businesses Need Social Media?

Should My Business use Social Media Marketing?



Social Media Cartoon Hubspot

With all the talk about social media in the last few years, and now that it has become part of our every day language, the question to ask is, “Does my small business need to be on social media?”

The answer – depends. The question should be more of, “How does this particular social media tool help my business reach the marketing goals?”

Not All Social Media is Created Equal

The nature of marketing isn’t about using what’s the latest tools or what’s cool, it’s about being able to use the tools in measurable and creative ways to ensure that you’re getting the most bang for your buck (or the most out of your time invested). The trouble begins by lumping all social media together as one group, but like the way that radio stations work, each social media tool has a specific demographic it reaches.

Being able to know which social media tool fits the type of customer or client that you’re looking for will help you a lot in determining which social media tool is right for you to use.

Not Every Business Has to be on Facebook

I don’t advocate every business be on Facebook, unless they are truly prepared to be active on Facebook on a weekly basis. With the proper Facebook engagement, content, and advertising, your business can gain Facebook Likes much more easily than just leaving it alone.

Facebook isn’t a static website, it always needs to be under construction. And while there are reports that people have done B2B, it’s not always going to be the most effective.

What often happens is that small businesses neglect their Facebook Business Page for months, while customers are trying to reach them through that particular social media channel. What kind of experience do you feel a customer has if they don’t get an answer to their inquiry?

It might not be a big deal, but how do you like being e-mailed back 2 weeks later for an inquiry you had about your phone bill?

Twitter is the same. It’s a social media tool designed for engagement. Learning where to start with Twitter and not be overwhelmed by it is important.

For restaurants, retail, hospitality, and businesses that have customer service, being on Twitter is a smart move. It allows you to engage with potential customers and ensure ties with existing customers to continue to build relationship loyalty.

Or if you’re in the business of real estate, then you may actually want to target people who are on Linked In and create online relationships there. Or you may want to develop relationships with people on Yelp, surprisingly, almost 1/3 rd of users earn more than $150,000.

Social Media Marketing is Strongly Suggested

I don’t think small businesses NEED to have a social media presence, just like most business owners don’t need to go out and network. However, those small business owners that make it a priority to go network also know that by networking, they can grow their business. As long as they don’t suffer from networking overload and forget the other aspects of their business.

Social media operates in the same manner, once you’re able to find a network where your ideal customers and clients are digitally hanging out, it allows you access to a whole different community of people and referrals that you would have never been able to reach before. The most important part is not to put too much time so that it takes you away from the core of your business.

There are times that it’s better for your business to be a part of old school discussion forums. For example if you run an automotive shop, search for local car forums, and offer advice on how to fix cars. Develop credibility by offering your opinion and recommendations.

Social media marketing should always be part of a larger integrated marketing plan for your small business. Rarely does it succeed purely on it’s own, with the exception of a few industries such as food trucks. But before jumping into any social media tool, or any marketing tool for that matter, always ask yourself, “How does this help my marketing goals?”

If you don’t have clear answer to that question, then you’re using social media because everybody else told you to. Not because your business needed to.