… And Facebook for All — Company Pages

… And Facebook for All — Company Pages

Company pages have become spots you put together on Facebook to support a business (not the same as a fan page).

... And Facebook for All -- Company Pages
Neuron Robotics (Photo credit: Wikipedia)

However, like everything else on Facebook, these pages and their settings do evolve, and they’ve gotten simpler these days. Currently, the following features are available:

  • Change Background Image/Avatar
  • Edit Page
  • Promote with an Ad
  • Add to my Page’s Favorites
  • Suggest to Friends
  • Information
  • Insights
  • Friends Who Like the Page
  • People Who Like the Page
  • Favorite Pages
  • Photos
  • Links
  • Events
  • Wall
  • Info
  • Photos
  • This Week
  • Notes
  • Videos
  • Post Scheduling
  • Various Apps

Change Background Image/Avatar

This one is rather self-explanatory. Furthermore, a good, bright background image is good, as it shows up when you share the page. In addition, you might want to change these on occasion as that generates an update.

Edit Page

Manage permissions, add an address or business hours, etc. here.

Promote with an Ad

This is fairly self-explanatory. Note that Buffer has said that Facebook ads are a mixed bag.

Add to my Page’s Favorites

So here’s where another company you can link your page to your event pages.

Suggest to Friends

Fairly self-explanatory.

Information

This is basic information such as the company’s location.

Insights

First of all, this provides basic click information, including the number of Likes and Views. In addition, you can also see information on age and gender demographics and, most importantly, when people are online.

Friends Who Like the Page

Fairly self-explanatory.

People Who Like the Page

Fairly self-explanatory, except this includes people you are not, personally, friends with.

Favorite Pages

This goes back to adding a page as a favorite. And it shows which company pages your company has favorited.

Photos

Fairly self-explanatory.

Links

Fairly self-explanatory.

Events

I’ve found adding events to be hit or miss. First of all, not everyone RSVPs, and not everyone shows up even if they’ve said yes. However, it provides more exposure and it will bring your page up to people as the event date rolls around. Because even people who are clicking “No” are still looking, at least a little bit. So use with discretion and don’t overdo this. Because not every activity is an event, and not everyone should be invited to everything. Since that’s just plain annoying.

Wall

Fairly self-explanatory. In addtion, you can control who can add to your wall. However, keep in mind that if you are free and easy with this, you’ll get more posts but you might also get spam. Although if you shut this down, you end up with Posts to Page. And it’s easy to miss these!

Info

Here you add more detailed information. Hence this includes the company’s address and its business hours.

Photos

Fairly self-explanatory. Posts with images nearly always do better than those without, so upload an image if the link you’re sharing doesn’t have one. Make sure you have permission to use the image!

This Week

For administrators, you can see what’s going on at a glance. However, this no longer seems to exist on Facebook.

Notes

Fairly self-explanatory. Hence add notes like you would on your own personal page. E. g. these are almost discussions. However, the responses are relegated to subordinate comments versus the kind of back and forth that comes from the wall or the discussions page. And this is, admittedly, a nitpicky distinction without much of a real difference. I would, though, suggest that you not use the Notes section for blogging. Instead, get a blog through WordPress (yay!) or the like and do it that way. Because the Notes section ends up a rather poor substitute for that.

Videos

Fairly self-explanatory. Hence if you’ve got videos uploaded, they can show up here. However, this is not the same as linking to a video hosted online elsewhere.

Post Scheduling

Fairly self-explanatory. So just post to your wall but pull down on the post button and select Schedule Post. In addition, if you’ve been looking at your Insights, you should know when people are online. And of course you want to try to post when people will see your posts.

Various Apps

Finally, go to Edit Profile and there is an option for Applications. However, these days, the only ones are Notes and Events.

Next: Offsite Sharing

Jell-O on the Wall: Social Media Perfection is Fleeting

Jell-O on the Wall: Social Media Perfection is Fleeting

Social Media Perfection? Every few months or so, a new study comes out which provides what are purportedly the perfect times to post on various platforms.

Jell-O on the Wall: Social Media Perfection is Fleeting
The Damsel of the Sanct Grael, by Dante Gabriel Rossetti: medieval romance. (Photo credit: Wikipedia)

Or it might outline the perfect number of words or characters or images. All of this relentless pursuit of social media perfection is, of course, is for the Holy Grail of social media, the conversion.

I don’t argue with the idea. Certainly everyone wants to minimize time spent and maximize conversions which, presumably, lead to profit or fame or some other personal or corporate milestone or achievement.

What amuses me, though, is that sometimes the advice is a bit conflicting.

Social Media Today posts a lot of articles like this, and here’s an example.

Articles

So back in May of 2014, four great and interesting (certainly helpful) articles appeared on that site. Let’s look at how they stack up.

Ideal Lengths

The Ideal Length of Everything Online, Backed by Research – this rather helpful article indicates, for example, that the ideal blog post is 1,600 words long. This figure puts it into more or less direct opposition to Yoast’s Social Media Plugin for WordPress, which, if all other conditions are ideal, starts to mark blog posts are having good SEO at 300 or more words in length. Now, the Social Media Today article is more about engagement, so I understand that this isn’t exactly apples to apples. But regardless of how ‘ideal’ in length a post is, it’s still got to be found. Fortunately, these aren’t mutually exclusive conditions.

In addition, that article lists perfect tweet length as 71 – 100 characters.

Twitter

The Perfect Tweet  – speaking of perfect tweets, this article, posted four days after the first one listed above, spells out that tweets with images are ideal. Again, it’s not a true contradiction, but it is a bit of an inconsistency, particularly as this article didn’t talk about tweet length at all.

Yet isn’t ideal length a part of tweeterrific perfection? It seems like it should be.

Quick Management

How to Manager Your Social Media in 34 Minutes (or Less) a Day –  this article does a good job in outlining the basics. And it adds a bit of a reminder to try to engage the audience, provide good content, etc. However, they don’t include time blogging. And perhaps they shouldn’t. Because if you prepare a 1,600-word blog post (or even a Yoast-approved 300 word wonder), you won’t write it in less than 34 minutes. At least, you won’t be doing so if you want to (a) include images, tags, and other extras and formatting touches and (b) credit your sources properly. Furthermore, you don’t want to even inadvertently commit plagiarism.

The idea of using HootSuite, Buffer, and/or Facebook’s own post scheduler is, of course, a smart one.

Marketing Campaigns

9 Fresh and Effective Ideas for Your Social Media and Content Marketing Campaigns  – this article provides some quick tips on how to change things up. And this includes an idea about engaging in a debate with competitors, and another about collaborating on content with customers.

I wish I knew how to do that in 34 minutes or less.

Be that as it may, we are all pressed for time these days, and it’s only going to get worse. Undoubtedly, a new study will come out soon enough with new standards and ideals and concepts that are touted as social media perfection. Will they be? Maybe, but probably not forever.

Designing for the Social Web by Joshua Porter, a Book Review

Designing for the Social Web by Joshua Porter

Joshua Porter had some interesting ideas.

Designing for the Social Web by Joshua Porter was recommended to me by Kevin Palmer as a good read about the fundamentals of creating and perfecting online communities and social software.

Designing for the Social Web by Joshua Porter

Not How, But Why

The book is less of a how-to and more of a why-to, if that makes sense. If you’re looking for code examples, look elsewhere. Instead, the book covers theory and explains how and why certain tasks need to be done.

Essentially, any social site, whether in the shape of forums or something else, faces the following user hurdles:

  1. Pay attention – users need to have an idea that they want your software, product, services, etc.
  2. Decision to sign up
  3. Input personal information
  4. Pay money (if applicable)
  5. Decide for someone else (if applicable)
  6. Give up the old way of doing things

Back Up a Second

Frankly, there’s even one item before #1, call it #0 if you will: the potential user must understand that he or she has a need. And, hand in hand with that, the potential user also needs to decide to fulfill that need online. Hence if a potential user, say, decides that they want support because they’ve just gotten a cancer diagnosis, but they further decide to only get their support via an in-person group and not an online board then, so far as you’re concerned, it’s game over. After all, not everyone “gets” the social aspect of the web.

Get Over Those Hurdles

Joshua Porter covers the handling of some of these basic hurdles, such as designing to favor signing up and hanging around. One main point he makes is: don’t make signing up too arduous a task. And its corollary: don’t ask for information you don’t need. Far too often, sites ask for what ends up being ludicrous levels of granularity of detail. After all, when was the last time that anyone, really, needed your middle name for you to apply for a job? Yet sites ask for this trivial piece of data. And, even if they don’t require it, that begs the question even further. Why is the field even there in the first place if the site so openly acknowledges that it’s just plain unnecessary?

Eight Seconds to Impress

Porter makes the point all too forcefully: the decision to sign up for an online service is made in eight seconds. That’s an awfully short window of opportunity to convince a potential user that his or her time and attention should go to you and not your competition.

The book abounds with these kinds of helpful nuggets, and is also chockful of references to blogs and books to support the author’s recommendations. The generous sprinkling of citations was helpful as it was a clear signpost suggesting online readings. It can seem counterintuitive to learn about designing for the web by reading a completely offline book. Porter’s work bridges the gap back to the web and lets the reader in on where to find more information situated a lot closer to where the reader is going to be placing new social software or services.

A Quibble

Finally, Designing for the Social Web does not seem to draw an overall conclusion. Rather, the book instead seems to simply run out of gas in the end. It’s as if the author had run out of what to say. Hence a final upshot or even some words of encouragement would have, I feel, helped. But that’s a small issue with an otherwise interesting and eminently practical work.

Rating

4/5

CLUMPS of SEO

CLUMPS of SEO

CLUMPS is an ugly acronym and I apologize profusely for that. But if you want to build and promote a website and improve your SEO (Search Engine Optimization), you should think in CLUMPS.

CLUMPS of SEO
A clump of day lilies

What are CLUMPS?

I will explain.

Content

C stands for Content, and Content is King. Don’t believe me? Try looking at a site – any site – and picture it instead as a framework with lorem ipsum written all over it. Kinda silly, eh?

How to Search Engine Optimization
How to Search Engine Optimization (Photo credit: SEOPlanter)

So, people need something to read. Or listen to. Or download. Maybe to play. Or discuss. Or purchase. And it could be any other of a number of things that they would want to do with a website. And they need it from you! So make up your mind as to what you want. Plan your content and work on it. Brainstorm what you want to cover, and keep records of that. This helps when the rubber really meets the road and you get writer’s block.

For Instance

For example, let’s say you want to create an episode guide for the old television show, Quantum Leap. The show aired 97 episodes. If you post a new episode every single day, you run out out of content in less than three and a half months. If you instead post twice per week, that covers 48 and a half weeks – almost a full year. Good, but what do you do after that?

So there are a few options. One is to post less frequently. Another is to churn up the content and repost it. However, what you could also branch out. Therefore, post about the actors’ work before and since the show aired. And cover convention appearances. Add photographs. Post or critique fan fiction. Open up the floor for discussions of the show’s philosophy. Maybe you can find a related show to write about, and compare it to the original. It doesn’t matter. Just, recognize that your content might have a finite end to it, so you’ll need to work on extending that.

Furthermore, it can also help to look around the online world. What do others say about your topic? Make a Google Alert for your topic or, better yet, make several, with variations. Follow the news and see what you can comment on. Don’t copy others’ work outright, but commenting on it, linking to it, and expanding on it are all fair game. Always, always, always link back! Speaking of links ….

Links

L stands for Links. You’ve got to get your link out there, and have it linked back to by other sites. Now is not the time to keep it to yourself.

This does not mean spamming! Rather, you need to launch a bit of a campaign. Find like-minded individuals and ask for them to link to you. Offer to link to them in return. Now, it’s better if you’re linked to by pages with good, large followings. How do you find these sites? One way is to do a search on the backlinks for your closest competition. Who’s linking to them? And target those sites.

And be patient! Rising in search results takes some time, although you can promote yourself by buying search, if you like, by using Google AdWords. But if you don’t have a budget to buy listings, don’t worry.You can still have good external visibility. What matters is not being number one. What does matter is getting onto somewhere on the top three pages of search results and then working from there. Of course, the higher the better. But the difference between page 100 and page 1000 of search results is a moot one.

Usability

U stands for Usability. If people cannot find what they are looking for, if your site is slow and unresponsive, or you’re just missing too many vital things, people may come, but they will not stay.

Case in point. I spent some time a few years ago investigating linking certain nursing job sites to various places where backlinks would be welcome. I did research, and of course nursing schools are a prime potential source of backlinks.

However, for some colleges, finding the link to either their nursing school or their placement office was akin to searching a hay field for sewing implements. I had, more than once, to resort to searching on Google rather than inside a particular school’s own pages, in order to find what I wanted. Sometimes, the pages were poorly named or written (e. g. placement office pages which didn’t have the word “jobs” anywhere in sight). Others had too many unrelated or poorly related or obscure keywords (e. g. referring to such an office as the painfully generic  “Student Services”).

It would have been far better to make sure that these pages were dense with correct words that people would use when searching, such as jobs, placement, careers, employment or internships.

Search Issues

Other sites had what I wanted but were painfully slow (that was often a server issue). Or the web developer was so in love with flash that the site has pretty scrolling pictures but it was hard to find where I was actually supposed to be clicking.

So look over your site. Or, better yet, have others do so. And find out from them what works, and what doesn’t. It’s not an occasion for them to tear you down or give you unstinting praise. Rather, it’s an occasion for you to learn what works, and what doesn’t.

Formal Checks

And for formal investigations, try using A/B testing methodologies. A/B testing means essentially serving up one version of a site to one person, and another version to another. And then you check their click behaviors. If these are people you know, talk to them. The difference between the “A” and the “B” versions of a page can be as small as a new color for the background or a different location for the logo versus a complete site overhaul. But it’s the smallest changes that are the easiest to process. Make small changes before you commit to larger ones.

This also goes into the idea of keywords. Keyword stuffing is, of course, a black hat strategy, and it’s the last thing you want to do. But white hat strategy isn’t just setting up a site for the benefit of search engines – it’s also setting it up for the benefit of people.

Metrics

M is for Metrics. If you’re going to do A/B testing, or if you care about whether anyone is visiting your site, you need to start looking at all of that. The best and easiest to use such analytical site is Google Analytics. Google Analytics provides all sorts of data, everything from which is the most popular page on your site to how long users are hanging around. Like many other things, take a little time and get to know the program but also allow it to gather some data. You aren’t going to get a terribly good picture of your site in a month. You need to let this percolate for a while.

Promotions

P is for Promotions. Again, I never advocate spamming. However, I do suggest that you put your link out there via your own Twitter stream, your own Facebook account, via Reddit and Stumbleupon, etc. For this hypothetical Quantum Leap site, you might want to find like-minded tweeters using a service like Triberr. You could look up science fiction, or television nostalgia, etc. and join tribes (groups of tweeters) with similar interests who would be likely to retweet your content. Use HootSuite or a Google Alert to run regular keyword searches on Twitter for various related terms. For people who are using those terms, they might have an affinity for what you’re doing. Perhaps you can follow them, and see if they will follow you back. And if they are reading your tweets, they are seeing your links. Look for reasonable hashtags and follow them, and start using them.

Check Your Metrics

But check Google Analytics after a while, and budget your time accordingly. If most of your time and effort are going into Twitter, but you get most of your readers from Facebook, you may need to rethink your Twitter strategy. Or, you could even try dropping it for a while, and only concentrating on Facebook.

Again, this is an exercise in patience. These things do take time, particularly if you have a shoestring budget and are essentially only using free services. For not paying, you will need to, instead, invest time.

Shiny New Stuff

S is for Shiny New Stuff. What I mean is, sites that stay the same, year in, year out, are just not that interesting. Plus, things change. Development proceeds at a far rapider pace than most of us know. Take a look at what’s out there, and see if making some changes will help.

For me, I started off creating a site completely from scratch, using HTML. I wanted to learn the language as well as possible, on my own. However, one area where I certainly needed help was in aesthetics. This went on for a couple of years as I had a site with good content, I was working on promotions and garnering linkbacks, and I was keeping it usable and was checking metrics.

I eventually moved the site to WordPress, and used their templates (the content, of course, is wholly my own). The site looks better and functions better. It also gives it a newer look. Plus WordPress fixes a lot of issues with key words. So long as your post is on point and mentions the keywords you want to tout, those key words will be in the page, and will be searchable by Google’s spiders.

Upshot

CLUMPS is still a lousy acronym. But I hope you’ll find it continues to hold true. The way to get your site out there, noticed and loved, is to make it as good a site as possible. Consider the sites you love. What they look like, how they work, what content they deliver and how they keep things fresh and interesting. Follow the metrics for your own site but take a leaf from those other sites’ pages. Not to out and out copy, of course, but rather to be inspired. And you can make your own quantum leap to better SEO.

CLUMPS of SEO
Quantum Leap

Michael Fleischner’s SEO Made Simple, a Book Review

Michael Fleischner’s SEO Made Simple

Michael Fleischner‘s SEO Made Simple is a terrific book about search engine optimization.

SEO Made Simple

First of all, written in a straightforward and engaging style, Mr. Fleischner makes his point: in order to dominate search engine listings, you need to make yourself known. Furthermore, you need to get your keywords into your website (but not stuffed there!) in a logical and natural manner.

Yahoo and MSN

Mr. Fleischner’s sole focus is Google but he does talk a bit about Yahoo and MSN. Furthermore, the reason to zero in on Google is made immediately apparent by the fifteenth page: Google is dominant. Here’s how the percentages of search stack up (he got his numbers from comScore for SearchEngineWatch.com)

  • Google: 43.7%
  • Yahoo: 28.8%
  • MSN: 12.8%
  • AOL: 5.9%
  • Ask: 5.4%
  • Others: 3.4%

Hence Google matters – but so do Yahoo and MSN, particularly when you consider that, combined, their share is nearly identical to Google’s. Yet don’t worry: many of the techniques Mr. Fleischner advocates will help with your placement on those search engines, too.

White Hat

White hat techniques abound, everything from adding unique keywords on each page to making sure that your page’s overall design doesn’t keep the spiders and crawlers from doing their thing. And that’s just on-site optimization. In addition, he also covers off-site optimization, e. g. writing and distributing articles, or generating press releases.

Furthermore, interestingly enough, there is little to no information on working the social media angle, e. g. Tweeting the existence of new blog posts or announcing page updates, adding similar information to one’s LinkedIn or Facebook statuses, or creating a fan page for your work (or, better yet, getting someone else to do that). However, that is, in part, a function of this being a book and not an e-book – there’s a time lag between going to press and the actual production of a paper book. Hence information is sometimes not as fresh as desired.

Instincts

However, there’s still plenty in here, for the serious web entrepreneur and the hobbyist. In addition, for someone like me, one great piece of it was some validation that I’ve got pretty good instincts when it comes to my own social media website. Oh, and if you’re paying attention – you’ll see that I just practiced two of his techniques in this very paragraph.

Dominate Google and get noticed. It’s that simple.

Rating

4/5

Supercharging Your On-Line Presence

Supercharging Your On-Line Presence

Supercharging? Yes! This post is a riff on the February 2011 edition of Law Practice Today

About a thousand (er, twenty) years ago, I used to practice law. And,

supercharging
LinkedIn pen (Photo credit: TheSeafarer)

of course, things were far different then as opposed to now. But I have retained some of my old interests and connections, and would get the paper version of the ABA Journal for years after I had hung up my shingle.

Once a lot of that started to go online, I renewed my interest in any number of facets of law practice, in particular how it collides and dovetails with the Internet and, these days, Social Media.

Viral Marketing Gone Wrong

And I have seen enough tone-deaf Social Media campaigns (Able2know is rife with laughably bad viral marketing attempts, for example) to see the need for a publication like Law Practice Today to try to clear up some misconceptions and get lawyers going in a good — or at least non-harmful — online direction. What is great about this article is that it doesn’t just apply to attorneys.

Get Your Own Domain Name

The first point made in the article is: You need your own internet domain name. Well, yes. And it continues to surprise me when companies and individuals who are attempting to make a splash (or at least not appear to be totally out of it) online don’t do this. C’mon, people, domain names are cheap! Go to GoDaddy and buy one! You can direct WordPress to be posting through a domain name that has naught to do with WordPress. This is not too tough (hell, that’s what I’m doing with my blog), or you can hire someone to do this. It’s a lot, to me, like buying business cards with your actual name on them versus cards that just say “Lawyer”.

Rejuvenate Your Website

The next point is: Rejuvenate Your Website. No argument here. Stale websites are as appealing as stale bread. I am not saying that you need to update every minute or every day or even every week but I see an awful lot of abandoned blogs and websites out there — or at least they appear to be, as their most recent changes occurred in 2010. That means it’s been at least nearly two months since anyone changed them. Surely there is news, or at least even cosmetic changes would give one’s readership/potential clients a feeling that someone was minding the store.

Use a Good Profile Picture

Point number three is: Your picture is worth a thousand words. A good picture is, well, good. You might not be able to afford to hire a professional as the article suggests. That’s okay if you at least get a decent photographer friend to take a lot of pictures. How many? How’s one hundred? Lighting varies. You might not smile perfectly the first time. Your tie might be crooked. Your hair might be flying in your face. You might not be looking directly at the camera. There are any number of reasons why a photo can go wrong. And get your pal to snap photos of you in various places, doing various things, so long as they are germane to the site. For a lawyer, that could be in the office, or in front of a courthouse or in front of the office building or with colleagues or alone. After all, with a good hundred photos, you might end up with several usable ones. If there are choices in different locations, you can use them to make different points on your site.

Fill Out All About Me and Profile Pages

Point number four is: It’s All About Me. That is, create an “About Me” page. There’s a place to put a photograph or two, eh? It doesn’t have to be long, but give it a little personality. Be sensible, of course. This is probably not the place (assuming you’re a lawyer) to tout your ninja skills. But if you play tennis or have two kids or are from Omaha, by all means, those things are perfectly fine here. Otherwise, you’re just nameless, faceless Joe or Jane Lawyer — and I, as your prospective client, can find a million of them.

Give Visitors Take Aways

The next point is: Give visitors something to “take away” from your blog. Me, I write articles and I allow the reprint rights. So if my experiences can help you, then by all means reprint my articles, and I wish you well, so long as you respect my rights in the matter.

Work on SEO

The next point is: get on Google+ as it gives you a boost in rankings. For an SEO beginner, or someone with a limited budget, this is easy and free and it takes nearly no time.

Here’s another point: Make Sure You Advertise on Google Local. I felt no need to do this, but I’m not trying to push ecommerce directly through my site and blog. Your mileage will, undoubtedly, vary.

LinkedIn

Next point: Be LinkedIn. Hell yeah. Here’s my LinkedIn profile. Yes, I will link to you – just send me a request. Also, I have found that LinkedIn is an excellent way to get to know people attending an event with you. If you can get a hold of the guest list in advance (and with Eventbrite, evite and others, you can), look those people up on LinkedIn. Hey, you might have something in common with them, their photo might be up so that you can recognize them and they might be someone you’d like to know, either personally or professionally.

Gather Business Intelligence

Then there’s the penultimate point: Use Social Networks To Gather Business Intelligence. People share all sorts of stuff these days. Want to know if someone is moving? Going on vacation? Selling their business? Changing jobs? A lot of that information is out there, free for the taking. And other things are out there, if you know how to dig. I’m not suggesting that you turn yourself into a creepy stalker but if a possible client is tweeting about buying land, and you’ve got a real estate practice, well, do I really have to connect the dots for you?

Tell People the News (About You or Anything Else of Interest)

Here’s the last point: Be the Evening News. The idea is, broadcast youtube-type stuff, either your own or pass along others’. Agreed, but I wouldn’t overdo this, particularly not at the expense of other types of content, which are generally easier for Google to index (and for you to get an SEO bounce from). But by all means, if it adds value (there’s a big if right there. I adore the Old Spice Guy but he does not help me on my site), add it.

The bottom line, I think is: don’t be afraid. Yes, the Internet can bite you. But it can also be quite a good friend to you. So start supercharging.

Community Management Tidbits – Look at Me! Look at Me!

Community Management Tidbits – Look at Me! Look at Me!

C’mon and look!

Look at Me!

Ah, marketing.

We’ve all seen it done well, and we’ve all seen it done not so well, and even downright poorly. Now let’s look at applying it to your extant community.

Look at Me
English: a chart to describe the search engine market (Photo credit: Wikipedia)

A poorly executed marketing strategy cannot only turn off your preexisting users; it can also get your site marked as a Spammer. And the scarlet S can get your site unceremoniously dumped from Google. And that means, essentially, the equivalent of the death of the site.

Long story short: don’t spam

In order to effectively market your community, you need to cover three kinds of SEO/Marketing. Those are onsite, offsite and offline. Onsite will be covered later in this series, and that information will not be repeated herein. Plus, it may seem a tad counter-intuitive, but onsite SEO is not that big of a deal. Yes, you need good keywords and you need good content. But after that, your optimization and marketing efforts need to move offsite.

Offsite Marketing

Offsite can be (mainly) divided into three areas:

  1. Directories and Search Engines
  2. Social Bookmarking and Networking Sites and
  3. Linkbacks.

Directories and Search Engines

Let’s start with directories and search engines. You must submit your site to Google. However, don’t submit to any other search engines. Why? Because others’ share of the market is virtually nonexistent. Hence this is a waste of your time, and they will likely pick up your site from Google anyway. So don’t use a blasting service. Heavens, no. You don’t need it and it is absolutely not worth it.

Directories are even easier. For general interest sites, you can start with only submitting to two.

  1. Technorati – only use this if you have a blog. Just submit your blog and copy in the code they give you, and
  2. Alexa – this is less vital than the other one and the metrics are not that great, but it is a free and easy thing to do.

Other directories you can submit to (depending upon your site’s overall purpose) include places like Universal Business Listing, Google Places, CitySearch and Yelp. It can be best to do well locally and rise to the top of the search engine rankings for specific search terms like, say, Indiana Relationship Forums, than to attempt to break into the top rankings for a more general terms, such as Relationship Forums. Consider directories in other languages, too!

Social Bookmarking and Networking

Social Bookmarking and Networking are different animals. Much like for search engines, there is a huge panoply out there, plus it’s tempting to just blast out information. Don’t. You don’t need to.

Only submit your site (and your blog, if you have one) to the following social bookmarking sites:

Forget the dozens of others unless there is a very specific and perfect match between your site and what they bookmark. Because they are mostly tiny, they can be spam factories and they are generally just not worth your time and effort.

Social Networks

Social networking implies more interactivity, and not just voting links up or down, perhaps laced with the occasional comment.

While there are international ones (and if you’ve got a perfect match between your content and their focus, then by all means establish a presence thereat), you really only care about the following:

  • Facebook – an official fan page helps for any number of reasons. First of all, it can make your site known to friends, family members, business colleagues and any other connections to your site’s currently existing users. And you can use it to post photographs and links directly back to your site. Furthermore, you can use it as a rallying point during both expected (and unexpected) site outages.
  • Twitter – even if your users are not, generally, on Twitter, it is still a useful marketing tool. Try feeding in a slice of the site via RSS. Just like with Facebook, this can expand the network of persons who know about your site.
  • LinkedIn – if your site is attached to a going concern, then at minimum make sure the company listing on LinkedIn is correct. And make sure all of the company’s employees directly linkg their profiles to it. Furthermore, make sure your site’s blog and Twitter stream are configured to feed it updates.

More Social Networks

  • Pinterest – demographics skew heavily female and over thirty-five. Got a restaurant? A shoe store? Wedding products or services? A women’s health collective? A feminist bookstore? Go to Pinterest – but only if you’ve got excellent images.
  • Got great images but less of a female-centric slant? Consider Instagram instead.
  • Tumblr – demographics skew heavily under thirty-five and even under twenty-five. Got a video game? An indie film? Go to Tumblr.
  • Snapchat – demographics skew toward teens and tweens? Consider this fast-moving site for everything from soft drinks to acne cream to fashion.
  • Google+ – helpful for more than just communities, Google+ pages can bump up your placement in Google search results.

BackLinking

Backlinking is where you get others to add your site link to their own websites. Back-links help a great deal as Google gives them weight when determining your site’s importance. And that is directly linked to search placement. You always do better when more trusted sites link back to you. Don’t get spammers to link to you.

Blogs

For your blog, add a blogroll of other sites you admire. Just as importantly, post comments on those sites. This provides value to those other people, so they are more likely to spontaneously wish to link back to you. In addition, don’t leave it all to happenstance. Put a link on your site and approach the webmaster of that site and politely ask for a back-link. Some people are happy to oblige. Others are not, so remove their links from your site after a reasonable amount of time. Some may simply think about it, so give them a little time.

And be reasonable, but also be reasonable with yourself. If you’re not getting link-backs, try to figure out why. Are your requests too aggressive? Or do you ask people with wholly unrelated sites? Do you, perhaps, have no content (or no meaningful content) for them to associate with? Look at your site with a critical eye before throwing in the towel.

Offline Marketing and Optimization

Offline marketing and optimization means going back to techniques used before – shudder – there even was an Internet. Before computers even existed.

Depending upon your budget and your site’s overall purpose, offline marketing can range from something as simple as business cards or baseball caps or tee shirts with the site’s logo to a 30-second spot during the Super Bowl. It can even be completely free. After all, any time you mention your site to someone else, didn’t you just market it?

Look, sitting back and waiting for your site to take off will almost never work. You need to market it, particularly in the beginning. Get your name out there!

Next: Snakes in the Garden

Community Management Tidbits – From Small Things

Community Management Tidbits – From Small Things

Small Things – Every forum starts out small. Getting started is one thing. How do you get big?

Social Media Influence - Small Things
Social Media Influence (Photo credit: Intersection Consulting)

The secrets to getting big go hand in hand with those for getting started: Search Engine Optimization and content.

SEO

Let’s start with SEO. If you haven’t checked your keywords in three months, check them now. Compare to your competitors, and check Google Adwords. Consider changing up your keywords for a while and see if you can draw more traffic.

The basic principles of offsite SEO apply: get your site listed on other sites which are more popular. Also, consider article marketing (if appropriate) and blogging. Perhaps some of your best content can be repurposed as articles or blog entries. Ask the creator(s) of that content for their permission (even if your Terms of Service say that you own all posts, this is courteous) and update and repackage the content. Articles are a great way to generate interest in your site so long as you add your URL into the “About the Author” section. And make it clear that you allow reprint rights only so long as the article remains completely intact, including the aforementioned “About the Author” section.

Blogging

One good blog deserves another. If you want to see if your better content can be presented on others’ blogs, why not create your own site blog? So at the absolute minimum, you can use it to inform your users of site changes and planned outages. But you can use it for a whole lot more. Because you can showcase and expand better content, announce contests and promotions, and keep important site information front and center. Plus, if you add a blog, you can again make the rounds of basic social media bookmarking sites like Reddit and Stumbleupon. Add another one to your bag of tricks: Technorati, which is a site that, among other things, lists blogs.

Add an RSS feed if you have not already. You can feed it into Twitter and Facebook using a promotional site like HootSuite.

Facebook

Create a Facebook fan page and, at minimum, populate it with the RSS feed. And also use it to assure users if your site goes down, particularly for unexpected outages. Such an outage can make some users nervous. Facebook (and Twitter, too) can be a means by which you reassure them.

Site Redesign

Another area where you might be able to better grow your user base is with some site redesign. Be careful with this as a community can often take (frequently somewhat unfounded) proprietary interest in the site’s look and feel. One way you can ease users into a change is by telling them (don’t ask for permission) that you’re going to be testing some site changes. Consider using A/B testing and compare a few different versions and see which one works better.

Simplified Registration

Consider simplifying your registration process, if you can, and embrace user-centered design. You still want to use a captcha code and you still want to have your members sign up with a real, usable email address.

But look at your process and see if there are any unnecessary hurdles. Are you asking for something like a potential user’s middle name or home city? Isn’t that kind of useless (and many users would feel that the home city information would be excessively intrusive)? Jettison the question and your registrations might increase. Since you’re tinkering with the signup process and not the overall look and feel of the site, your regular membership might not take so much of a proprietary interest. They might not even notice.

Analysis

Check your metrics. Small things on a daily basis are not going to matter too much. But if you’ve got a continuing decline over time, or if membership is staying the same and not really increasing much, you may need to take action. To grow your site, you need to continue to promote fundamental principles: improve your site design and test it; take care to add and promote good, keyword-rich content; and continue good onsite and offsite SEO practices. And be patient as small things become bigger ones. Most communities weren’t built in a day.

Next: Going from a collection of users to a true community

SEO, continued

SEO continued (Search Engine Optimization) Strategy)

Yesterday I put together more of an SEO strategy.

SEO continued (Search Engine Optimization) Strategy)

This is tabs and tabs of an Excel spreadsheet as I think about what I really want to do with all of this.

It’s becoming more obvious is that I’ve got major ambitions and there aren’t enough hours in a day in which I can accomplish them. To really make a good site, a beautifully designed one with awesome SEO and kick-bun content, means engaging something like 50 people to do it.

Egad. I’m organized and I’m energetic and I’ve got time these days, but I’m not 50 people.

This is a source of a bit of stress, to be sure, but it’s also a challenge. How can I leverage what I’ve already got? How can I use my organizational skills to make things easier on myself? How can I set up some things which will run on their own, thereby saving me time? What’s the timing of, well, of all of it?

I’m very excited about this whole venture. I actually got a little Google traffic yesterday! Yay!

I’ve only been on Google for maybe 3 days. Holy cow. This stuff really works.

I have a billion things to do. Oh and I’m running in a 5K in a week. If I could do web development while running, I would.

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Work at WebTekPro

Work at WebTekPro

I was hired by this Houston web design company in December of 2014.

The story of my being hired is a bit amusing.

Work at WebTekProFor the past few months, I have been performing various social media tasks for a Star Trek podcast called, ‘The G and T Show’. This entails things like live tweeting the Sunday shows, preparing interesting lists and notes for Facebook, optimizing blog posts, adding appropriate annotations to YouTube, crafting pins for Pinterest and posts for Tumblr, and growing all social media presences. It’s been challenging, fun, and rewarding.

Along the way, any number of Star Trek professionals are interviewed, including legend Larry Nemecek. Nemecek has been interviewed several times, but this time it was in conjunction with an effort called Enterprise in Space. It was a group interview, and that included Johnny Steverson, the Chief Development Officer. Steverson was impressed with the interview and with this small podcast’s social media presence. He asked the hosts, “Who does your social media?

We talked less than two weeks later, and I was hired. I’m an SEO (Search Engine Optimization) Specialist. I like the work.