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Tag: facebook

How an introduction in connection request makes the difference

In last days I’m receiving a lot of connection requests within Facebook and LinkedIN. 100% of these are unqulified ones: from people I’ve never met before or I’ve never interact with and without any introduction. Because the easiness to click “Send connection request” and “Add as a Friend” button, It makes people lazy in giving you any kind of introduction about themself. This is a common and unfair behaviour on online networking. Doesn’t matter if you are trying to contact an Open Networker or Not. Even if your target contact is an open networker, it doesn’t mean that you can avoid to introduce yourself. Because your target contact is an open networker, she/he receives hundreds of contact requests and you probably will be just one of them, just a new stamp in her/his contact list, a new email address to “spam” to. After 5 minutes you’ve been added, probably she/he will have forgotten your name and your face. Ok, you have a connection more and probably you can access to her/his friends/contacts list and so what? Which is the goal you are reaching? Networking online is just the same as networking face-to-face. Would you ever approach to a person during an event without introducing yourself and asking her/him for their business card and address list? I suppose you wouldn’t. If you act like that, in the best scenario the person probably will give you her/his business card but she/he will forget you one second later. In the worst case she/he will completely ignore you even if he is an open networker. The politeness isn’t an option. Here is some advatages you can gain introducing yourself: You’ll be noticeable. Being a contact used to receive unqualified connection request, just because you’ve introduced yourself, you will  be noticed by her/him. When you’ll send a new message, she/he will recognize you. You’ll be intersting. If in your introduction you’ll give a reason-why and you’ll show that you payed attention to the contact’s profile, you’ll drive your target contact to “study” your profile too. You’ll establish a relationship. Seeing a personalized message, a target contact will be impelled to write you back. You’ll get her/his attention and you shall establish a contact since the beginning. Paying attention to a small detail, such as writing 2 lines in your contact request, you are already helping your business. Is it a so big effort, comparing to the benefits?  

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The new Facebook algorithm will force pages to be more social

It seems that the new algorithm is penilizing post from Pages, favouring updates from friends instead. According empiric observation from Original Marins Page Manager, the organic reach of pages has been decrased by a 40%. This means that the Organic Visibility of page contents is going to be negatively affected by this new algorithm. Comparing with the previous EdgeRank, the new Facebook system has three improvement: Story Bumping. The content recency will be less important in selecting what to show on newsfeed. According to Facebook this will let to see about 70% of published story against the before 57%. Last actor.Will evaluate the last 50 more recent interaction in order to prioritize contents coming from actors which we interact with in the near past time. Chronological Ordering will order in chronological order the updates written by our closest friends. These improvements favour organic contents coming from personal profile more than the ones published through Pages, that will be pushed to advertise their content in order to appear in the timeline. While many social media marketers are blaming Facebook for forcing them to enter a cicle of advertisment (promoting page -> promoting contents), observing the way the new algorithm works, we can find out some guideline to rethink the Facebook Action Plan. 1. Interaction will be the key The last actor feature prioritizes in timeline posts from users we interact more with. Furthermore, it doesn’t matter if the post is recent or not. The more a content is “actioned” by closest friends, the more It will be highlighted on timeline. Beacuse the Cronological order has a low impact in ranking, if a user share a content and this content gains comments, like or other sharings, in theory it should never expire.   2. Facebook Panda The second attention-point is related to the source. According to the interview to Lars Backtrom – News Feed Manager at Facebook – by AllThingd (“Like This if You Like Pandas! Facebook Says Publishers Shouldn’t Fret About News Feed Changes.“), It seems that Facebook will mix a lot of variables in the news feed selection. Among them the prestige of the source: according to Backtron, given a certain content, if it comes from a trusted source will be better ranked than the same content coming from a non-trusted one. This means that importing feeds from news aggregators, for example, will be less valuable than an original and direct linked content. Another cut will be made on memes and “strategies employed by people who get distribution on Facebook“, like photos with call-to-action builded in order to get actioned by users and distribuited. Read also: News Feed FYI: Showing More High Quality Content (Facebook.com) 3. Conent quality and real engagement So what…

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Social Network alla ricerca del nuovo modello di business

Con la prossima quotazione in borsa di Facebook, si fanno più frequenti i dubbi su una possibile nuova bolla internet. Come spiega Forbes, una bolla si verifica quando il valore si una società o di un prodotto è sopravalutato. Ad oggi il modello di business di molti social media è prevalentemente la vendita di pubblicità ed i dati raccolti relativi agli utenti, grazie ai quali possono ottenere una migliore profilazione o, in modo più o meno trasparente, vendere i dati a società terze. Di qui, maggiore è il numero degli utenti, maggiore dovrebbe essere il valore potenziale di quella società/prodotto Ora veniamo al punto. Navigando attraverso i report messi a disposizione da Social Bakers relativi a Facebook ho notato che in alcuni paesi (Principato di Monaco e Islanda per la precisione) l’incidenza degli utenti del Social Network di Zuckerberg è superiore al 100%. E’ evidente – e non ci vuole un analista per dirlo – che qualcosa non funziona e che, altra cosa risaputa, molti utenti hanno più di un account. Questo porta ad alcune consideazioni: Qual’è l’incidenza degli account duplicati? (account che corrispondono in realtà alla stessa persona) Qual’è l’esattezza della profilazione? Quanto è reale il ROI promesso agli investitori? Proprio il dato di Monaco e Islanda porta alla considerazione della saturazione del portale che sta raggiungendo il 100% in molti paesi. In quelli ancora ad ampio margine di crescita economica, invece, potrebbe essere soggetto a censure e oscuramenti – riducendo di fatto il numero di utenti raggiungibili e, quindi, il valore potenziale. Essendo il modello economico basato quasi esclusivamente sull’advertising, è evidente che si espone ai cicli economici del settore. La mancanza di differenziazione di business, come evidenziato da Webnews, è un altro fattore di rischio. Stesse considerazioni possono essere applicate a Pinterest e Istangram (recentemente strapagato da Facebook), che risultano essere dei bellissimi giocattoli, accattivanti ma con una grande difficoltà a monetizzare le attività. LinkedIN, da questo punto di vista, sta attuando una ottima operazione di allargamento del modello offrendo servizi alle imprese e ai singoli che non si limitano ad essere una semplice estensione di funzioni all’account base, ma veri e propri pacchetti di offerta studiati specificamente per categorie target come, ad esempio, LinkedIN Talent Pipeline che integra il concetto di salesforce automation al mondo delle Risorse Umane. Qui sta la chiave. L’errore comune nella pianificazione di prodotto è pensare all’attuale segmentazione di target, cercando di estendere o di convertire l’offerta attuale da free a premium. Con la quantità di dati a disposizione, nulla vieterebbe la creazione di servizi premium completamente differenziati rispetto all’offerta base. Specie per il business.

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Turkey reaches about 31 million Facebook Users

Socialbakers released the “Socialbakers social media report Facebook Pages in Turkey – April 2012“. The country – with 35 million internet users (44% of population) according to InternetWordStats – registers 31 million of Facebook users gaining 88.5% of penetration and positioning itself as one of the highest country for Facebook usage – the European penetration average is about 46,4%. As highlighted by the Report, the largest Brand Page for number of Fan is Avea, the mobile operator, with 1.7 million followers. For media category, Izlesene.com – a sort of Youtube with an organized collection of user generated video – has more tha 2 million fans. What it can be guessed, furthermore, the engagement level is low. The best performer is Erikli, a famous brand selling water. Having only 12.000 fans, the Erikli engage the 2,23% of fans. The last important evidence is the response rate value. We can observe a general attitude from community managers to interact a lot with followers. Administrators at Trendyol – a fashion firm – reply at the 88% of user contents. In the first top 10 response rate, it’s meaningful that the lowest value is 59% from Money Kart. Comparing the data we can guess that brands usually are ready for social customer relationship management more than users. Generally, we can guess that: the prestige of a brand is not related to the ability to engage brands are more social addicted than users users has a passive approach to the fanpage

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