Tips to Quickly Boost Results. Rebekah Radice of Canva offers some great ideas for how to improve your engagement on Google+, a social platform that even a lot of experienced social media managers can find rather confusing and daunting, and hard to break into.
It should come as no great shock that images are key. But that is true for pretty much all social media platforms these days. Posts without images are just contributing to the enormous tidal wave of text that we are all dealing with, all the time.
The 800 x 1200 size is optimal for Google+.
Share Fun, Inspirational and Educational Content
Well, sure, that makes sense. For most social media platforms, the mix should be of fun and smart content, with a smattering of inspirational. If your business is angel flights for children, you’ve got no shortage of inspirational content. If it’s The Daily Show, you’ll never have to hunt around for fun content. And if you’ve got Harvard to promote, you can get educational content.
Then there’s the rest of us.
But Radice has some great ideas for engagement, printed here in their entirety –
“Share your thoughts, expertise, mission, vision and values.
Give a nice shout out to your favorite blogs and websites.
Share inspirational thoughts, funny quotes and timely news stories.
Share other peoples content with context around it.
Don’t post and run away. Interact, connect and engage!
Be grateful. Thank people that share your content.
Be personable and share details about your business in a fun and interactive way.
Follow people within your industry and niche and create a conversation. Get to know them, share their content and spread the good word about their business. This creates reciprocity and more meaningful interactions.
Repurpose your content. Just because it’s old to you, doesn’t mean it’s not new to someone else.”
Optimize Your Profile
This includes adding details about what you do, links to your other online content, and sprucing up your profile/logo image and cover image. The 2120 x 1192 size is optimal for Google+ cover images.
Return to Your Buyer Personae
Why are people on Google+? And how can you align your strategy, and what you provide, to what they want, need, and crave?
In my travels online, I have seen blog posts that were under 50 words long. I have seen blog posts that were a good 10,000 words long. Tweets, of course, are limited. But there have been plenty of Pinterest pins with just an image and nothing else. Or they’ve got enough verbiage behind them to seemingly rival War and Peace. So, what’s ideal? Is there any science behind it?
How long should blog posts be? Buffer likes blog post titles to be six words long (oops, this blog post’s title is too long). Interestingly enough, the blog post where I got the inspiration for this blog post from also has a title that is too long.
Interestingly enough, Buffer says blog posts are best at 1,600 words in length. However, Yoast (the fine makers of an SEO plugin I use for my own blog posting) provides good SEO credit for blog posts that are at least 300 words in length. The two are not necessarily mutually exclusive, but one thing is for sure – those fifty-word blog posts just plain are not long enough.
How big should a Facebook post be? Buffer says forty characters. Keep it short, snappy, and to the point. According to Lee, Facebook posts that exceed forty characters degrade in engagement as they get longer. Not to put too fine a point on it, but that 700-word screed you wrote? Better make that a blog post instead and just link to it. But if you put the whole thing on Facebook, people will scroll right on by.
Here’s a trick to get around the forty-character wall – links show the title and some text, and you can always change these. Or add an image with some text. But don’t go nuts! It is very, very easy to hit and exceed critical mass.
How long should a Google+ post be? Buffer puts the figure at sixty characters. After that, you’re hitting a second line of text. How do you get around it? The idea is similar to Facebook – you have a little room to play with images and even a short subtitle.
How long should an effective Tweet be? Buffer says to limit it to 71 – 100 characters, in order to provide some space for people to comment before sending out a modified tweet (MT). Keep hashtags at six characters for maximal impact. Yes, we all know that people sometimes use hashtags as a bit of wry commentary. Tumblr in particular seems to inspire hashtags like #DudeLooksLikeALady (and not just for fans of Aerosmith). Excessive hashtagging is one of the characteristics of Instagram. But the best length hashtag on Twitter has six characters.
TL; DR – Check out the chart, and the cited article, for more information. The research is sound, and fascinating, and the article was a hell of a find.
This week in class, we prepared HTML code with semantic categories and we also wrote about Google’s monopoly.
My essay is reproduced below, in its entirety.
Introduction – Ma Bell and Her Demise
We in the United States have been down the monopoly road before.
I well recall the telephone company being a monopoly. We were told, back when I was studying economics in High School, that it was a “good” monopoly. The teacher said that it was just the way that communications ran, and that it all made sense. The technology all went together. Installation, repairs, number assignment and indexing, and recordkeeping all went together perfectly.
Then came the 1980s and a court order to break up the Bell System. Apparently this “good” monopoly wasn’t so good after all. I had moderately high telephone bills then. I was living in a dorm but we were still responsible for our local and long distance bills. I even recall standing on a line to get a landline telephone and sign a contract.
In 1984, Bell was broken up into a few regional holding companies and I had moved to an apartment in Delaware. My telephone bills, particularly for long distance, had climbed. Then later in the 1980s and into the 1990s, there would be all of these commercials for long distance carriers. But the prices remained high.
Fast forward to today. My bill is pretty close to what it was when I attended school in Delaware. But I don’t just get local and long distance service; I also get Internet and cable. For nearly what I was paying when the phone system was in the regional holding company stage thirty years ago, I get considerably more for my dollar. Breaking up Ma Bell ended up, after some initial chaos, saving me money and getting me, the typical consumer, much better services.
Google and Analytics
Let’s look at Google.
As Steve Ballmer of Microsoft puts it, “This [search] is a scale game because the market for advertising is auction-based economics. If we have exactly the same quality of algorithms but less scale in search advertising we get less revenue per search than Google which means they have more money to pay for distribution on Samsung or Apple.Rumor is they pay each $1 to $3 billion a year for distributing their search products. We have to generate volume to step up.”
It’s pretty bad when even Microsoft says you might be a monopoly.
Is Google’s attitude toward analytics driving some of this? After all, they offer it for free, and they strongly encourage website owners (commercial and noncommercial) to make use of it. But much like a man in an unmarked van offering candy, it seems to come at a price. A great analytics system definitely makes more online businesses successful. And what do successful and/or ambitious online businesses do? They buy search. They buy apps. They click on ads and convert more, and then those ads can be sold for more. And that’s where Google makes its billions – Google websites and Google member websites. The analytics program seems to be yet another great advertisement for Google.
Furthermore, a great, free analytics package definitely inclines one to think more favorably about Google. Microsoft, on the other hand, feels like it is bribing Bing users by offering rewards. Yet when Google offers better search placement in exchange for using Google+, it doesn’t seem so disingenuous. After all, what’s Google’s slogan? Don’t be evil. What’s Microsoft’s? Where do you want to go today? It is still positive, yes. But it’s not specifically assuring a customer that no harm is intended. Is that a requirement? It might very well be, given today’s skeptical consumer culture.
Google lulls the website owner into a comfortable sense of security, that a small business can be better analyzed and make more money, if only you could rank higher in searches! Except they’re selling the same bill of goods to that website owner’s competition. What happens when everyone is perfect at search? Then it’s more money for Google, as website owners buy more paid search to try to get back on top of the heap. The analytics package rather neatly tells website owners where they’re failing. The subtle hint is – buy search and you could improve again.
It’s Not a Monopoly If you’re Really That Good
There is one corollary in all of this. A superior product or service should always rise to the top, given the free market. Consumers naturally are going to seek out better products and, when price is no longer a factor, then quality is going to be the main driving force behind usage, with convenience being important as well. Is Google a better service than Bing or Yahoo? Maybe. It’s bigger, yes. But is its size defining its superiority? As Ballmer stated above, it’s a scale game. Search Engine Watch says that Google has just over 2/3 of all searches. Bing held the second spot with 18.7%. Yahoo had 10%. The remaining 3.7% was divided between Ask.com and AOL.
A site that enormous is going to, by definition, have considerably more money to throw around. This will result in the hiring of better engineers, more development, more frequent updates, and more innovations. Right now, it just seems like Google has the best product. It does not seem to be actively trying to require usage of its services (unlike Microsoft, which bundled Internet Explorer with its PCs and was court ordered to stop doing that). An active attempt to require usage of goods or services would be a violation of the Clayton Antitrust Act. Google has been careful to not stray into Clayton Act territory. Yet if it continues to crush its competition, it may end up there anyway.
Google is offering the best search experience. It’s also offering the best free analytics package, which strongly encourages businesses to put their advertising eggs into the Google basket. Being better is not a Clayton Act violation. But I think Ballmer’s got a point (although of course he’s also got an agenda). The scale is so wildly out of proportion that almost anything Google does essentially promotes it as a monopoly. Much like Facebook, Google is the category killer.
Perhaps the United States government needs to step into both areas, and put on the brakes a little on this kind of wild growth. It’s not your father’s monopoly anymore, but it sure seems to be a monopoly all the same. And the last time one that was this big was broken up, it resulted in an eventual win for consumers. Maybe it’s time the heirs of Teddy Roosevelt took an axe to Google.