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Digital 3000

Social Media Ethics Made Easy

Social Media Ethics Made Easy: How to Comply With FTC Guidelines

Joseph W. Barnes

E-book Price: $19.95
Number of Pages:  120
Print ISBN:  9781606498521
E-book ISBN:  9781606498538

book Barnes Book Flyer.png NEW URL

Social Media Ethics Made Easy takes an in-depth look at the risks of social, digital and mobile media marketing without structured policies. Readers will learn what is at stake from the law to their reputation, and what happens if businesses and/or individuals do not disclose relationships or comply with (FTC) Federal Trade Commission regulations. Readers will come to understand what they should do, why, and how they should do it.

The issues in this book affect every single business from for-profits, to nonprofits, to government and educational institutions. It also addresses the impact on every single social/digital media participant and why they must learn about these guidelines so they can protect their own personal brand. This book is intended for a broad audience including students and professors in both undergrad and graduate schools, and practicing business executives. The goal is to inform management practice and help current and future business leaders navigate through the ethical laws and compliance issues affecting social, digital and mobile media.

Coming soon to Facebook: Video ads that follow you from device to device

Coming soon to Facebook: Video ads that follow you from device to device

Advertisers on Facebook see the emerging method of sequential mobile advertising as a way to better control their branding message with consumers on social media.

Sequential video advertising allows marketers to place targeted video ads in front of a user when they click an ad on their mobile device. Based on what the person clicks, and what the product or message is, marketers are then able to follow up with similar video ads as they hop from one device to another.

By creating a sequence of targeted ads, marketers can build up a pitch from one video to the next — starting with a “pitch” video and ending with a “sell” video intended to close the sale.

VentureBeat spoke to two sources who requested their names not be used because the information they were describing was based in conversations with Facebook executives.

“Video is where its going,” an advertising executive who works with Facebook told VentureBeat. “With unique profile IDs, you have the ability to better sequentially target content for users as they embark on their journey through the social media funnel.”

The same executive added: “Sequential video advertisers gives marketers the ability to place different messages that can build upon each other. This gives you greater control over the delivery of your message.”

Another mobile executive who works with Facebook told VentureBeat that advertisers want to better control, and deploy, product messages. But they are content, for now, in permitting Facebook and others obtain user data to target their ads.

For its part, Facebook uses a combination of its own in-house analytics and partners for the task of ad targeting.

Facebook is able to amass tremendous amounts of user data based on information contained in in its users’ profiles as well as their activity. That includes information on who you interact with and where you like to shop, for example. That data is gold to advertisers, keen to take advantage of Facebook’s 1.2 billion users.

“The writing is on the wall. Sequentially targeted ads are hugely efficient and ultimately cost effective. They have greater relevance for advertisers and better targeting,” said the second source, who has knowledge of Facebook’s mobile ad strategy.

“Anecdotally, it’s very promising. Facebook is putting a lot of effort into it,” the same source added.

Indeed, Facebook bought the video advertising outfit Liverail for an undisclosed sum earlier this month. Liverail’s technology optimizes video ad deliveries for mobile devices utilizing bidding and proprietary data. Liverail was considering an IPO this year but threw in its lot with Facebook instead, media reports said.

A Facebook spokesperson declined to comment on the Liverail deal because it hasn’t closed yet. The spokesperson told VentureBeat that the social media giant began incorporating video ads into user feeds years ago but that in March, the company unveiled Premium Video for advertisers.

Video ads are an important component of Facebook’s market strategy. You can see a blog post on the subject here.

The two mobile executives said Premium Video Ads was a definite upgrade to earlier iterations of mobile video ads and that the company was focused on evolving their mobile ad technology with better tools for advertisers. And they both pointed to discussions with Facebook executives that the company is tweaking and testing new forms of mobile ad deployments likely to be unveiled by years end.

A blog post announcing Premium Video Ads put it this way:

“Premium Video Ads are designed for advertisers who want to reach a large audience with high-quality sight, sound and motion. Each 15-second video ad will start playing without sound as it appears on screen and stop if people scroll past. If people tap the video, it will expand into a full-screen view and sound will start. People can expect to begin seeing these new ads over the next few months.”

Facebook’s analytics and targeting capabilities are second to none, the sources both said. The sources told VentureBeat that the exceptionally detailed information on Facebook’s 1.2 billion users is ripe for the unveiling of upgraded targeted and video ads that possess many factors of consumers, including where they live, shop, and eat.

“It’s all in the context. Facebook knows more about you than Google does. They know who you’re friends and family are, and what kind of hair gel you use. They’re saying ‘we have more information on you and we know everything,” the second source said.

Facebook VP of ad product marketing Brian Boland hinted at the future of video ads in a blog post July 2heralding the Liverail purchase:

“We believe that LiveRail, Facebook and the premium publishers it serves have an opportunity to make video ads better and more relevant for the hundreds of millions of people who watch digital video every month. More relevant ads will be more interesting and engaging to people watching online video, and more effective for marketers too. Publishers will benefit as well because more relevant ads will help them make the most out of every opportunity they have to show an ad.”

“Sequential content delivery in ads sends a top-level message to consumers that brands know who they are. The reach and frequency of video ads allows Facebook the ability to reach out to users more effectively. Video is very powerful, and Facebook is committed to that pipeline of direct response,” the first source told VentureBeat.

At Facebook’s F8 conference in April, the company unveiled Audience Network, its enhanced advertising platform, furthering cementing the social media kingpin’s belief that mobile video ads are another important way to increase their share of the mobile ad pie.

Facebook has made solid strides into its mobile ad strategy over the last year alone. A study by TGB Digital showed Facebook’s ad click-through rate is four times higher than arch-rival Twitter’s, with 1.1 percent compared to Twitter’s 0.266 mobile CTR.

And at the F8 conference, Facebook chief Mark Zuckerberg declared that his company had become a mobile-first player.


The Truth About Online Engagement

Many people talk about online “engagement” yet few take the time to define the term, create a strategy to increase engagement, and create effective methods of measurement.

There are many definitions of online engagement but let’s keep this simple and use Facebook as an example. If your customers or potential customers “like” a post or respond with comments or questions, they are engaging with you. They latter is what you want.

It’s not about how many followers or the number of people who “Like” your page; it’s about the number of people who engage with you, your venue, your service, your products — your brand.

Engagement means creating community, having a two-way conversation, having a dialogue with your followers. It means they ask you questions, and they share ideas that relate to your brand and other followers.  It’s as if everyone is invited over for a big community festival at a park and everyone is sharing with each other. That’s engagement.

You can increase engagement by asking for it. If you are a restaurant or grocery store and you post a great recipe for dinner, ask people to send you photos how it tasted and what their version looked like. Ask them to send in and share similar recipes.

You can track engagement month to month, year to date, and that month year to year. The goal is to increase the comments and the engagement.

(c) Joseph Barnes

Moms Are More Active Users of Social Media Platforms!

New findings just out on a study by Performics highlights mothers as more present, active and engaged users of social networking sites, compared to other women. 

According to the study, mothers are approximately 61% more likely than other women to own a smartphone. They are also more likely to be active on social networking sites. They are also 75% more likely than other women to trust information they receive from companies through social networking sites.

The study shows that moms, more so than non-moms and the general public, trust brands on social sites and often look to that interaction as the primary point of contact. 

Get Ready For Change! Find Out What’s Next!

There are two constants I can safely predict:
1. How we gather content will continue to change, and
2. How we distribute content will continue to change.
If you think the world is just about Facebook, Twitter, LinkedIn and YouTube you have only to look at Pinterest. 
The world is about social relationships, community, listening and responding to customers, and sharing. Technologies are changing rapidly and so are platforms. To be an effective marketer in this environment you need to do a couple of smart things:
1. Know your customer. And that doesn’t just mean reading data and research reports. It means seeing, watching, listening, and understanding the behavior of your customers.
2. Why you are in business. Every business markets the “What we do,” and “How we do it.” Why do you do it? This concept is shared by Simon Sinek.  He says, “People don’t buy what you do, they buy why you do it.” This is what put Apple on the map and separated Apple from everyone else.
3.  Create Compelling Content: In this day and age, people want interesting, relevant content, not marketing speak. Become a great storyteller. Hire great writers and storytellers, not people who bang out traditional news releases and marketing blah, blah, blah speak. It’s about creating a great story that engages your customers.
Understand that the way we view content is dramatically changing. This IS the mobile and screen revolution. 
Samsung Electronics has a portfolio of products that cover multiple screens — televisions, smartphones, tablets, and computers. They have a unique perspective as both a manufacturer and major advertiser. Ralph Santana discussed the company’s multiple screen strategy including innovation with unconventional marketing and how Samsung will activate its 2012 Olympic sponsorship.

(c) Joseph Barnes 

Infographic: Twitter 2012!!

Infographic Labs is out with a new look at Twitter and the numbers are staggering!

Twitter 2012:

  • 175-million tweets a day!
  • 465-million accounts.
  • The top three users with the most followers: Lady GaGa (19.3-million), Justin Bieber (17.5-million), and Katy Perry (15.1-million)

Here’s the key—When asked, “What makes you retweet?”

  •  92% Interesting content.
  • 84% Personal Connection.
  • 66% Humor

Social Media Surges As Skepticism Rises!

There are some exciting and shocking findings in the nee 2012 Edelman Trust Barometer just released.

The first big finding: “In the wake of a recession that saw large, global companies such as Lehman Brothers, General Motors, and AIG collapse, trust in business imploded.” The public has lost confidence. 

The report shows that people now trust one another more than they do established institutions.”
This is huge. It’s big in this political year but also big because it dovetails with the text big finding.

“Social media saw the biggest percentage increase (75 percent) in trust among media sources.”  

The report goes on to say, “As government officials and CEOs become less a source of trusted information, people are once again turning to their peers. “A person like me” has re-emerged as one of the three-most credible spokespeople, with its biggest increase in credibility since 2004.”
This report continues to back up what I have been predicting for several years: As a marketer you are in the content business. It is about gathering real stories from people affected by your business or organization. As Andy Sernovitz would say, unless your next ad is “remarkable,” that is people will talk about it and take action, don’t run another ad until it is.

Click here to download the Executive Summary.

Three Important Facebook Sites You Should Visit!

Whether you think you know everything there is about Facebook or not, there are three important sites that offer some great insights. Some ideas come from the team at Facebook and some come from Facebook users themselves.

#1: This Page is run by Facebook employees. There are good stories about how businesses are using Facebook for marketing campaigns.

#2: This site has some of the best practices and conversations showing how businesses and organizations are using Facebook for Public Relations.

#3: Facebook Videos: This site has very helpful videos providing advice and tips on using Facebook for marketing.

The Most Powerful Thing You Can Do In Social Media and It’s Free!

What to make a big difference in social media and stand out from your competitors? 

Respond to every email question, every good and negative tweet, and every good and negative Facebook post within minutes or one hour. Think it’s impossible? Think again. If you don’t, every minute that goes by—especially for a negative post—the customer continues to be angry and continues to tell family and friends.

Don’t have enough staff? You do. There are plenty of businesses and organizations —- large ones —- that have one person handling social media. You just need someone who loves doing social media 24/7. 
Think of it this way: If you were a customer how would you like to be treated? How impressed would you be if you posted a negative comment and received a message from someone at the business asking how they could help? It’s happened to me and it immediately changed my opinion of the company. I applaud Home Depot. I had a big problem that was not solved initially at the store level, tweeted about it and within minutes received a direct tweet back from someone at Home Depot asking how they cold help. Within minutes the store manager was on the phone with me.

Research backs this up: According to research from Conversocial, social media users expect the connection will be two-way.
It’s all about the customer experience, online, in store, and especially with social media.

(c) Joseph Barnes