Posts Tagged ‘Alma Brosnan’

September 2019 Social Media Update!

October 3, 2019

As part of our work with clients we closely watch those social media trends to identify any shifts, any interesting developments and any opportunities that they might provide for our clients.

Some of the things that we have noticed recently could be of interest to you:

Facebook

Facebook has officially begun rolling out hiding likes on the platform in Australia.

It’s working similarly to the Instagram change where only the user can see how many likes their post has received and other users will just see the general “liked by Mary and others”.

It will be interesting to see how much of a difference this will make on Facebook compared to Instagram, where likes were the main unit of currency. I haven’t noticed a huge jump or drop in engagement once this change came through on Instagram and it doesn’t seem to be slowing down the influencer economy.

Companies that want to work with influencers are just engaging with the influencer and asking them for their stats directly. This can only be a change for the positive if it stops people judging themselves purely on the number of likes they get online.

Creator Studio

Who needs third-party scheduling tools when you can use Facebook’s Creator Studio?

The Creator Studio has all the tools you need to post, schedule and analyse your results for Facebook & Instagram. Creator Studio works well for Instagram because the main pain with Instagram was that you could only post from mobile unless you were using a third-party tool like Hootsuite or Buffer.

Now you can post & schedule posts directly from your desktop! This is currently only set up for posts to the feed and IGTV but hopefully, they’ll include an option for Stories soon enough.

Instagram “Positivity”

For more Instagram positive news, they’re launching a new policy that will restrict posts related to weight loss products and cosmetic surgery to users under the age of 18.

The updated policy is part of Instagram’s work to make the platform “a positive place for everyone” and to “reduce the pressure that people can sometimes feel as a result of social media.”

Users such as the Kardashians have previously been condemned for promoting weight loss products to their young audiences, this will ensure that their posts are monitored more closely and will be removed if reported for going against these guidelines. 

Pinterest

Pinterest is still plugging away and getting more relevant by the day.

Pinterest is now up to 300 million monthly active users, a 30% increase on a year ago. Due to the fact that Pinterest links back to websites easily, it’s a very relevant platform for any e-commerce, retail, household, interiors, food or tourism businesses. You may not consider Pinterest to be a key platform for your promotions, but research from Pinterest shows that its audience diversity and usage is expanding. The other great argument for using it is that there is a good chance that your competitors will not be very active on it.

That’s all from us folks for the moment, I hope you found this useful,

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

Social Media Update – July 2019, What’s new?

August 1, 2019

In Fuzion every month I deliver an update to the team about social media and what the latest trends and changes are.

Here is my update for July:

Selfie in a Swimsuit!

Have we reached the peak age of influencers?

The newest trend in Siberia is taking their Instagram shots next to a toxic lake… because the colouring of it is such a great background!!

According to Buzzfeed News, “Some show up in swimsuits; one couple took wedding pictures there, and at least a handful have ventured into the dreamlike, but toxic, waters on paddle boards or pool floats.”

The water is not poisonous but the Siberian Generating Company have had to announce to the fans of this lake that getting their skin in contact with the lake could react in an allergic reaction.

How far would you go for that perfect selfie?

 

Facebook Top Fans

Facebook is now allowing business pages to target their “top fans” in organic posts.

By targeting your “top fans” it could give you another way to create more engagement with the people that react most and value your content.

This is a great way to build and foster a stronger connection with those fans by creating content solely for them, whether it’s thanking them for their support or a reward for their engagement.

 

Chat Stickers on Instagram 

In Instagram Stories news, they have now introduced a “chat sticker” which can be added to your images.

It lets users invite followers to join a group chat, but only the original poster can select who’s allowed in. It’ll be interesting to see how brands can use this tool, maybe as a focus group to test out new product ideas or even as a competition tool. Maybe they could create a quiz within the group for the followers who get there quick enough?

 

Facebook morphing into Instagram..see more

Facebook’s mobile view is now getting a lot more similar to Instagram!

Normally when you post on Facebook, the mobile view shows all the text that was in the post. However, from August 19th, all Facebook mobile posts will display three lines of text before cutting the rest off and prompting with the “see more” link.

As I say to clients when I’m doing Instagram training, make sure your message is in the first sentence before it gets lost!

TikTok

What the hell is TikToK.?

Who uses TikTok?

Apparently, everyone under 25! TikTok is a social media platform which allows users to upload and edit 15-second videos, with fun voice-overs or music (similar to Vine).

It is now booming with the younger generation and was the third most installed app worldwide in the first quarter of 2019.

It’s claimed it has 1.2 billion users globally, which makes it more popular than Instagram. How can businesses use this to their advantage? The best way, for now, seems to be partnering up with creators on the platform and using them to promote their products.

It looks like the influencer economy is here to stay!

Alma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

 

 

Some Instagram changes for the better?

July 23, 2019

In my training sessions, I always start off by saying that Instagram is the platform where you show your best side.

From amazing pictures of products to great pictures of your team, it allows you to build your brand aesthetic and show your story.

Most personal users use it this way too.

They only put up their best pictures – pictures of themselves, their holidays, great nights out. Due to this behaviour, Instagram has become associated with many negative effects like bullying, self-esteem, anxiety, depression and body image.

Other social media platforms such as Facebook & Twitter are full of the plague of fake news and Instagram was the one positive place where this fake news epidemic hadn’t reached.

However due to the perfect image that Instagram is meant to present, it has been a breeding place for low self-esteem and bullying. Teenagers will take down their posts if they have less than a hundred likes, due to a fear of other people seeing and judging their likes, or lack of, and also because they’re conditioned now to base the effectiveness of their social media activity on likes.

None of them are just posting a picture to Instagram any more just because it’s a nice picture.

To combat this, Instagram has introduced a number of anti-bullying features including comment warnings and restrictions. The comment warning is meant to detect offensive content as it’s being typed and prompt the poster to reconsider before they post. The restriction setting allows users to identify their bullies without blocking them but giving the user the opportunity to review their comments before they go live.

This protects the user in that their bully thinks the content is live but it gives the user the ability to review it before the rest of their followers see it.

The other new feature, which isn’t technically an anti-bullying measure, but can be seen as one for those teenagers that are judged on their likes, is a new test that will hide the display of the number of likes on a post.

This is currently being tested on some users in Ireland after being previously tested in Canada.

Instagram have said, “We want your friends to focus on the photos and videos you share, not how many likes they get. You can still see your own likes by tapping on the list of people who’ve liked it, but your friends will not be able to see how many likes your post has received. We’re looking forward to learning more about how this change might benefit everyone’s experience on Instagram.”

It will be interesting to see how this change effects how Instagram works, from businesses judging their successes on post engagement to influencers building their whole career on the amount of likes they get.

The important part to note about this change is that users will still be able to see the amount of likes they are getting and will be able to continue to monitor their insights. It’s only that your audience will not be able to see how many others have liked your posts.

Whether this affects the amount of likes a post gets remains to be seen.

One tip I’ll leave you with, which I always give in my training sessions, is to create content that is valuable to your business and shows your story.

This is why we’re all using social media and if you stay true to yourself and your business, your customers will react positively.

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Digital Marketing team providing Social Media Consultancy and Training services at Fuzion Communications from our offices in Dublin and Cork, Ireland

 

Is the future of social media to not be on social media?

April 17, 2019

Lush Cosmetics

Is the future of social media to not be on social media? 

That seems to be the viewpoint of Lush UK at the moment.

Out of nowhere, they announced recently that they would be shutting down their social media platforms and communicating with their customers through live chat on their website, email and over the phone.

Their reasoning behind it is due to all the algorithm changes from the various social media platforms making it harder for their content to be viewed by their audience.

As we all know, Facebook wants your advertising money and due to this organic posts (those with no advertising budget) don’t reach as many people as they would have previously by a huge margin.

So clearly Lush just reached the end of their digital marketing tether and gave up…. Or did they?

Lush UK may be closing down their social media operations but the main Lush accounts are not.

The @LushCosmetics Instagram account has 4.4 million followers, a huge difference from the now-defunct @Lush account with only 571 thousand followers.

Basically this is an experiment whereby they’re not risking losing their core audience but want to see if their direct communications with customers will benefit them in the long run.

We all know that the end goal of all communications is reaching your audience and achieving ‘that’ objective, which in their case is sales, and if the only way people can contact them is via their website, they’re already close to the bottom of the funnel and that bit closer to making a purchase.

By Lush encouraging their followers to communicate with them via their website, they’re effectively cutting out the middle-man.

One of the main reasons we encourage our clients to use social media is so that they can much better control their messaging and it also gives them a unique opportunity to demonstrate the personality of the brand or organisation and tell their story in a unique, authentic voice.

This is not just interacting with customers, but also “listening” to what they’re saying.

Jeff Bezos, CEO of Amazon is quoted as saying, “Your brand is what other people say about you when you’re not in the room”, and this is always something I will refer back to with clients.

Telling your story online, being able to converse “socially” and being able to respond to negative or positive comments will help to build the brand and hopefully build trust and a much better connection with your customers (as long as you get it right, of course!).

Social media is one of the many powerful communication tools offering you a special way of telling your story and by removing yourself from these platforms, will you hurt your brand in the long run?

Let’s see how is plays out for Lush?

Alma Brosnan Social Media Consultant, Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy and Training team at Fuzion Communications who provide our services from offices in Dublin and Cork, Ireland

 

 

Snapchat and Amazon connect for “snap” online shopping

October 1, 2018

Snapchat and Amazon

We all love to shop!!

It’s an industry that has grown online and is only getting bigger.

Now social media platforms are getting in on the action; Facebook were one of the first platforms to encourage shopping from the platform linking up with Shopify, Pinterest were next capitalising on the fact that their site inspired people to shop and introduced shopping ads and this year even Instagram introduced shoppable tags.

It’s the next frontier for social media sites and is a clever way to stay relevant when their audience’s attention spans are so short lived.

Imagine my surprise when Snapchat, the platform we all thought was on the way out, released an update saying they are now working with Amazon testing a new way to search for products using the Snapchat camera. This could really change how people shop online!

Snapchat Shopping

All you will have to do is point your camera at the product as if you’re taking a picture and then press & hold on the screen like you do when you use Snapchat filters. Once the product has been recognised by the app, a pop-up card with a link to the product page on Amazon will appear and then you follow that to purchase the item on Amazon.

So simple and a genius move by the two companies!!

Many people have said Snapchat is in decline but they’ve managed to hold on to their younger user base quite well. There may not be growth but they’re not losing users. If you look at the Ipsos MRBI Social Media Messaging Report from March 2018, you can see that even though only 31% of the Irish audience have Snapchat, 64% use it daily.

IPsos March 2018

Snapchat knowing that their demographic want everything instantaneously and by creating this link with Amazon who are king of snap purchasing decisions (anyone else bought something random from Amazon at 3am?!!), they could very well be guaranteeing their survival.

Looking forward to seeing how Facebook react to this!

Alma Brosnan - Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Is the age of influencers coming to an end?

May 7, 2018

 

We’ve always loved seeing what celebrities get up to and in this digital age we can see every aspect of their lives through Snapchat and Instagram.

These days “regular” people can become celebrities by building up huge followings on social media channels and having a niche area that they specialise in from beauty to travel and most vague of all “lifestyle”.

We watch their stories every day and most importantly of all we believe everything they say. They influence us!

A certain brand of soft drink is declared the best – It’s sold out straight away.

This nightclub is where all the celebs go – Good luck trying to get in for the next month!

Companies are always told that user generated content is the best type of promotion as it is deemed to be genuine and an authentic view declared by impartial people.

People are cynical now so they don’t necessarily believe advertisements and especially not what the companies tell them directly.

There’s nothing better than the perfect girl next door “type” recommending your product and even better if she’s doing it off her own back!

Brands quickly realised this, which has led to the deliberate romancing of social media influencers, which has been a very effective tactic for the brands that know how to play the game.

However now everybody wants in.

Everyone wants access to that social media influencer that can help boost their products, services or message but in the “rush” very few are doing their due diligence on the influencers they are targeting.

Inevitably this has resulted in anonymous social media accounts like @bullshitcallerouter and @bloggersunveiled who are determined to call out these not so genuine accounts.

 

So far, these accounts have revealed the influencers that buy followers, don’t use the #ad code and more seriously the ones that are flouting the road safety rules but were part of a road safety campaign.

The people that follow those influencers are obviously disappointed with their behaviour but it all comes back to the companies who have chosen them.

By not doing the research on the influencers that they have chosen to work with, have they inadvertently harmed their brands?

A recent example comes from the Road Safety Authority (RSA).

The @bloggersunveiled account has been sharing images from the last couple of weeks of influencers that have worked with the RSA on their campaign last year but are not following the basic rules of the road as demonstrated clearly by images they shared on social media.

Over the weekend the RSA announced that two of the influencers they worked with last year on their “Killer Look” campaign will return their fees.

They have dealt with this well by stepping out in front of this and are working on protecting their brand and the message they are trying to send to the public.

The sentence from their statement that stood out to me the most was this:

There’ll be a lot more rigour around and due diligence done around influencers if they are being used in future,” the spokesperson said. “This medium is maturing.

Is it time for us all to be more diligent in who we choose to represent our brands?

Should companies have guidelines and codes of conduct for campaigns with influencers going forward?

It’s definitely time for us to be more aware and alert about those we choose to follow.

With the growth of fake news, fake followers and now, insincere influencers do we need to take everything with a pinch of salt?

Alma Brosnan - Fuzion CommunicationsAlma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Check out the full article by Journal.ie on the topic

 

 

Some Twitter changes to curtail spam tweets and “Tweetdecking”

March 7, 2018

TweetdeckingIn a move to prevent the growth of spam and fake news, Twitter are making changes to their Tweetdeck platform.

To be clear: Twitter prohibits any attempt to use automation for the purposes of posting or disseminating spam, and such behaviour may result in enforcement actionYoel Roth, manager of trust and safety at Twitter, wrote in a blog post.

Note – this is ironic as Tweetdeck is their own application that facilitates this behaviour!!

For those of you who are scratching your heads now asking what is Tweetdeck and how it helps spread fake news/spam let me break it down for you:

Tweetdeck is a platform mainly used by digital professionals to monitor and post from Twitter accounts. For those of us who work in social media management, it’s a very useful tool where we can monitor what’s going on with all of our clients and post from their accounts, including the ability to schedule posts into the future.

However, in the last couple of years a new practice has emerged known as “tweetdecking” whereby users are tweeting content across many accounts added to their Tweetdeck in exchange for payment.

Have you ever noticed several famous accounts tweet the exact same thing at the same time? That’s tweetdecking!

Basically, what these accounts are doing is using multiple accounts to cause their tweets to go viral.

It can be something simple like a company trying to spread their offers, a celebrity trying to go viral or something more sinister when it’s someone creating fake news and spreading it.

If you see a tweet that has a huge number of likes and retweets and it’s appeared in your feed more than a couple of times, are you more likely to believe it?

With these new changes Tweetdeck users will no longer be able to bulk tweet, retweet, like or follow using several accounts at the same time.

These changes will also affect third party applications such as Hootsuite where you can do similar actions.

So, in a way it’s good news as it prevents users being able to spam others with fake news and nonsense tweets….

However, for those of us that use Tweetdeck and have those times where it’s relevant to post or retweet from two accounts, we’ll just have to do it separately and take an extra five minutes (we don’t have!!) switching between accounts.

Check out our latest Fuzion Win Happy Podcast where Greg Canty and Alma Brosnan discuss these changes and also the features of Tweetdeck and Hootsuite that may be useful to heavy social media users:

“Tweetdecking and other social media developments”

Fuzion Win Happy Podcast - Social Media Series

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

 

 

 

Facebook algorithms and posts not quite reaching your audience anymore

March 2, 2018

mark zuckerberg

Algorithms, algorithms…. It’s the buzzword when it comes to social media these days but do the people talking about it even know what an algorithm is?

It’s not used just by people in the digital world now.

Your annoying Aunt Mary who posts her whole life to Facebook and thinks that when people post they’re sending it directly to her, is now sharing posts telling people to comment on her feed because Facebook will hide you away forever, otherwise!

This is slightly dramatic and not what the new Facebook algorithm is about…. Mark Zuckerberg actually wants you to see what your friends are up to.

In his announcement on January 11th MZ said that Facebook had changed the news feed algorithm to prioritise content from “friends, family and groups.”

Fuzion Win Happy podcast thumbnail [Check out the episode of the Fuzion Win Happy Podcast “Frustrated about Facebook where Greg Canty and Alma Brosnan from our digital team chat about this issue]

Since last June, he has placed a huge push on Facebook groups and using those to build communities.

The algorithm is just another one of those changes to (theoretically at least) help users see content they want to see (however, you may not want to see an album of Aunt Mary’s holiday pictures!) and interact meaningfully with their friends and family.

The only users being negatively impacted by these changes are Business Pages who have already built a solid audience through organic reach and engagement.

Facebook are now saying that Business Pages will still be able to reach customers through “meaningful interaction”.

What is meaningful interaction to you and your business page?

  • To some businesses, it’s posting special offers for their followers
  • To others, it can be rewarding followers with a competition and prize giveaway

Both of these types of posts are affected by the new algorithm.

Facebook have said using “engagement-bait” (deliberate content to get people engaging) to encourage users to comment or share is not a meaningful interaction and these posts will be demoted in the News Feed of users (eg – they won’t see these posts!!).

Examples of “engagement-bait” include:

  • React baiting: Asking people to react to the post (includes like, love, haha, wow, sad, and angry)
  • Comment baiting: Asking people to comment with specific answers (words, numbers, phrases, or emojis)
  • Share baiting: Asking people to share the post with their friends
  • Tag baiting: Asking people to tag their friends

So, all those competitions that pages ran asking people to “like, comment & share” are exactly what Facebook don’t want to see anymore.

(ironically most of these tactics were being used to “beat” the previous algorithms!)

How can Business Pages get around this?

You should follow what Facebook wants from you, and post relevant content that they believe your followers want to see.

Begin by creating quality content (in our view this should always be your number one priority, regardless of social media platform) that you believe will start a conversation on your page (ideally this will be a conversation between fans of your page).

Highlight the personality of the business and use that voice and tone consistently throughout your posts.

Include questions in your posts that will generate interesting answers in the comments so that you can then interact with your audience.

What we seem to have forgotten in all of this is that the point of creating a Business Page was to interact and promote your offerings to customers.

We all just got too caught up in counting the number of followers and wondering who those three people from Malaysia looking at your page were!!

It’s time to bring it back to basics and start building relationships with the followers on your Pages again.

Or if all else fails…. Just turn to Facebook Advertising!  

Is this the real agenda of Mark Zucherberg?

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

Social media is easy, right?

April 11, 2017

Social Media Management

Social media is hard!

There I said it. I reckon this is what most people think but no one wants to admit.

Social media is meant to be the easy part of marketing. It’s free so it must be simple! No-one counts the time that has to go into creating, posting and monitoring the content that will represent you or your business on social media.

This is what scares a lot of business people away from using social media. They dip their toe in and then realise how much time is involved and step back. And when they decide to give it a second chance everything has changed!

But it doesn’t have to be that hard – I promise.

Here are my top tips for keeping on top of your social media platforms:

  1. Create a social media marketing plan before you begin

Just like you would with a normal business plan you should create a social media marketing plan. This will help you set goals and decide which platforms you want a presence on. Doing this will set you up for success, and will allow you to avoid any social media mistakes.

  1. Create a social media content calendar

I swear by this.

It makes everything so much easier and helps you to stay organised and on track with your plan. By using a social media content calendar you’re able to figure out a social media content schedule that works for you. You can see and control how often you post and make sure you’re posting suitable content to the right platform.

  1. Engagement!

You must be willing to engage with people online. The main point of social media is to be social!

If people are asking questions about your business or your products, you need to respond to them. Even if it’s bad. Acknowledgement of an issue goes a long way and could stand to you in future.

  1. Know when to outsource your social media management

If you’re getting stuck with ideas for content or you just don’t have the time to properly monitor your activity, it might be a good idea to seek some outside help.

Whether it’s training or getting someone to take over your accounts, sometimes an outside perspective can be very beneficial. By working with an agency you get access to their knowledge and expertise about social media marketing which you can apply to your business.

Greg, our social media guru (he’ll hate me saying that!) is a huge advocate for not outsourcing your social media but even he will admit that outsourcing to well-briefed professionals is much better than doing it badly or not at all.

If this is you then give us a call!

Alma

Alma Brosnan is part of the Social Media Consultancy team at Fuzion Communications who have offices in Dublin and Cork, Ireland

 

 

 


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