Tag Archives: Facebook

My Facebook to Twitter Blunder, Exposed

If there is one thing all of us here at Cosmetic Social Media are, it’s that we are honest. And when we make a blunder, even when it is unintentional, we want to let you know so you won’t make it too.

THE BLUNDER:

This morning, I went into my Twitter feed on Hootsuite and noticed a message in my personal account. Twitter user @eddieanne alerted me to the fact that something wonky was happening in my twitter feed – it was seemingly replicating messages our of Facebook. If you are on the receiving end of identical tweets flooding your feed all at once, it can be really annoying. Thankfully she took the time to tell me or I may not have noticed this glitch in the Facebook to Twitter auto feed.

 As you can see in this screen capture, there were multiple tweets with exactly the same language, but with different URL’s attached linking back to the post. So what was the issue? Was it a random social media technical difficulty (common) or something more?

THE CAUSE:

What actually caused this was the upload of a photo album to my profile. I was on my iPhone and created an album for the Fish Tacos for Firefighters event that I had volunteered with the night before. You can select up to 30 photos at a time to go into a particular album. This was my second upload of 30 photos and I gave the description “More photos” to the group of them.

What Facebook did was to treat all 30 photos as their own unique individual post, which, in a way they are because each photo has its own URL.  BUT the photos only show up in your Facebook feed as one post – namely, that you added photos to a photo album. Because of the unique URL assigned by Facebook to each photo, this triggered 30 separate tweets to got out to Twitter.  I thought it would treat the whole album as one post – thus one tweet. Wrong.

LESSONS LEARNED:

* Be careful when hooking up your Facebook  to Twitter feed. Either temporarily disable this function before uploading a group of photos, or turn it off completely and post to Twitter manually every time.

* If you see something weird going on, be like @eddieanne and let the person know. It’s nice twitter etiquette to bring it to their attention!

SIDE NOTE:

There are a lot of people who don’t believe it’s good practice to auto post from Facebook to Twitter. I, however, think it’s okay for this reason: In an ideal world, sure, re-craft every post to be the perfect tweet. But if you are posting one to three times a day on Facebook, those few Facebook post tweets are really not going to negatively impact your Twitter profile. As long as you are taking the time to be in Twitter for the vast majority of your Twitter engagement, then I don’t see using the auto-post feature as a problem.

That being said, make sure that you DO NOT have your Twitter posts auto-feeding into Facebook. Since Twitter is a fast-paced social platform, you are going to have many, many more tweets/posts per day. If you had all of this activity auto-posting into the slower, more leisurely pace of Facebook, you’ll most likely get hidden from the news feed by your friends and fans. In other words, people would “hide” your updates, or un-follow you entirely, due to frequent 140 character messages from you flooding their News Feed.

 

 

 

Facebook Image Sizes

If there is one thing that’s constant about Facebook, it’s change. Since size does matter, image size that is, it’s important to have a quick reference guide handy.

Time and again we have used this one by Jon Loomer called All Facebook Image Dimensions: Timeline, Posts, Ads [Infographic] and we are happy to share it with you here. And the best part? He keeps this post updated so you’ll always know that it’s the correct information.

Three NO-NO’s in Facebook’s New News Feed Rules

someecards.com - ...and then King Zuckerberg killed all the Memes and banished Like Baiting forever.

Did you see the latest from the Facebook News Room? If you didn’t, don’t beat yourself up – there is seemingly a new change every week and we are on top of it for you!

Facebook announced that, starting today, they will decrease the instances of 3 types of posts being placed in your News Feed (*link to article is below). Here they are…

Like Baiting Post Example from FacebookLike Baiting:

The first type of post is what they refer to as “Like Baiting”. This is when the poster is asking for the reader to perform an action, such as “like”, “share” or “comment”. Strangely enough, these things have always been ENCOURAGED to get more engagement on your posts. But as usual, leave it to a few SPAMMY people to ruin the party for everyone. Facebook specifically states,

“This update will not impact Pages that are genuinely trying to encourage discussion among their fans, and focuses initially on Pages that frequently post explicitly asking for Likes, Comments and Shares.”

Since they say “initially” (meaning they might just broaden this penalty), we recommend keeping these types of posts to a minimum.

Frequently Circulated Content:

meme example

So… here’s the funny part. When something is extremely popular, it goes viral, and more people tend to share it. Share it a lot. BUT now Facebook would rather you not see quite so much of that sort of content. You know, you might lose brain cells. Instead, maybe they would rather you go watch TV or play a few more minutes of Candy Crush Saga.

Since it’s a little hard to know exactly which popular content will be “de-emphasized” by Zuck and friends, we recommend keeping your content (relatively) unique.

Spammy Links:

Spammy links are defined by Facebook as using, “inaccurate language or formatting to try and trick people into clicking through to a website that contains only ads or a combination of frequently circulated content and ads.”  So you might think  you are being taken to a fabulous beauty site with tips on must try lipstick shades for spring, but instead you are directed to some weird discount travel website.

The Bad News: 

The bad news, in our opinion, is the same as usual — we have no idea HOW Facebook intends to “de-emphasize” the content!

  • Will non-spammy links that use a link shortener for tracking and analytics purposes (like we use here at CSM) be considered in some way spammy in their eyes?
  • Can you ever ask for people to “share” a post without being penalized?
  • Can you upload this and still get away with it?

In Facebook’s typical style of keeping the News Feed Algorithm close to the vest, we don’t really know the answers at this point.  What recommend that you do is continue to look at the insights on a per post basis (which we do for all our clients) to see how certain posts are faring with reach, engagement, etc. and adjust accordingly.

The Good News: 

Facebook said this, which is encouraging:

“The vast majority of publishers on Facebook are not posting feed spam so they should not be negatively impacted by these changes, and, if anything, may see a very small increase in News Feed distribution.”

So we’ll have to see…  Please let us know if you have any insights as you see this latest change rolled out. We’d love to hear from you!

* Source article: Click here

Facebook’s New Content Standards

You may have been reading about Facebook’s change to the news feed algorithm (yes, again) and the subsequent decline in eyeballs on posts for many brands.*

It underscores two things that we have always recommended:**

  1. Don’t rely on any one source for all of your marketing. Yes that may seem trite and oversimplified, but really – there has to be a strategy in place that takes a holistic view on client acquisition and retention.
  2. Make sure you are consistently putting out good, quality content that’s relevant to your readers.

Now, have we posted silly memes here and there for ourselves and our clients? The answer is yes, of course. 

Why?

Because Facebook’s algorithm rewarded engagement with a post (without as big of an emphasis on content) by making it appear to more of your fans’ news feeds (= more eyeballs). Said another way, the more likes, clicks, comments, and shares your post got (especially in the first few hours) the more frequently Facebook would serve it up to your fans. Therefore, posting content that was funny or a hot topic to generate a higher engagement rate was encouraged by Facebook. As the Salon.com article points out, it’s really no different from how SEO experts work on maximizing keywords to show up in search.

And it still is…

However, now they are adding focus on one more important factor: the newsworthiness and quality of the content. As this article by Salon.com states so eloquently, “If Facebook wants to make sure only to highlight high-quality news, then Facebook’s standards of quality suddenly start to matter quite a lot.”

And so should yours…

Thoughts? We’d love to hear yours! Just add it to the comments below!

* Click here to see a great article from Salon.com describing the issue.

**Previous blog posts on the above topics:

Social Media Post Idea Inspiration

How to be a Social Media Content Curating Ninja

5 Biggest Mistakes Doctors Make in Social Media (and What to Do Instead!)

Social Media Mini Boot Camp 2014

I just returned from the American Academy of Cosmetic Surgery (AACS) Annual Meeting Meeting in Hollywood, Florida where I gave a power-packed talk on the 12 things you need to do in 2014 for social media success.

Now, my talk presumes you are ALREADY doing some social media and relationship marketing to increase your online visibility. If you have not yet taken a dip in the social media pool, I highly recommend you start. (And if you need help, you can always ask!)

Here is the slide deck I presented – so take a look, make some notes, and even download if you so choose. All of us here at Cosmetic Social Media are here to help you make the best possible online impression.

To see our other presentations, check out our SlideShare channel!

Here are links to your recommended reading this year:
 

Customers Won’t Be Ignored: Why Relationship Marketing Should be a Key Focus for Your Cosmetic Practice

I came across this quote from Peter Shankman, which I think is quite apropos to the way customers are behaving and how businesses need to shift their thinking. He says, “The last ten years were about social media. The next 20 years will be about customer service.”

Customers won’t be ignored. They have tools at their disposal that give them immediate access to brands and businesses. But who is listening to this empowered consumer?

Is your practice prepared to handle what Brian Solis calls “Generation C” (the connected consumer) for whom sharing experiences with others is key? Relationship marketing – what we feel is the next iteration of social media – requires more than a mere presence by your practice.

Throwing up a fan page on Facebook and Google+ and hooking up your blog to auto-post some impersonal message is not enough (and we contend it never was, but that’s just us). This kind of automation of content is not personal, it is not engaging, and the viewer can’t even tell if it’s relevant to her, so why should she bother clicking to read more?

Signing people up for your newsletter is not enough either. Look at what Peter does when you sign up for his newsletter:

By inviting you to connect with him personally over a cup of coffee, Peter is setting the bar much higher than most – and with good reason. Relationship marketing is where it’s at. Savvy businesses who understand that expectations are higher than ever are busy building deeper connections to their consumers that are next to impossible to break.

Social platforms have become a key means by which consumers (and patients) communicate with brands and each other. Rather than thinking about your social media expenditure as “marketing”, think of it as an patient retention tool.

Remember when nobody thought the fax machine would ever take off? “Why would I EVER need to get a piece of paper to someone immediately?!” But they became the norm instead of a “nice to have”. Think of Facebook, Twitter, Google+ and the rest as your new norm.

BIG News on Facebook Contests: Apps No Longer Required

Yaay, Yaay Hooray! This is huge so take four minutes and read…

Today Facebook announced that it will no longer be a requirement to utilize a third party app to run a contest. {{Cue the music for a Happy Dance!}}

This is excellent news for you because now your practice can do a “Fan of the Week” or other small promotion so much easier!

In Facebook’s blog post, which you can read here, they said you can now collect entries on your page via:

  • commenting on a post
  • posting on the page
  • messaging the page
  • “liking” a post
Also they clarified what is permitted with regards to “tagging” in contests. You are not allowed to ask fans to tag themselves in a picture as the means of entry into the contest.

Now here is an important note: a Facebook contest still must be run on a business (fan) page – not on a personal profile. So for you physicians out there who use a Facebook profile, instead of a business page, as a means to communicate to your friends and fans, you cannot run a contest. Contests must occur on a company/business page.

Apps are still great tools for larger or higher profile contests. This is because of their capability for obtaining (and holding) contestant data for you to use in follow-up communications and promotions. Apps also have the graphic capabilities to make your contest or promotion look extremely professional. We would never recommending forgoing the use of apps completely, but certainly for the occasional “15th comment wins” sort of contest, these new, looser Facebook rules are a welcome change!

Click here for a downloadable PDF from Facebook with all of their promotion guidelines and keep it handy.

 

Is Your Social Media Company Marketing Themselves on Your Dime?

Every day we here at Cosmetic Social Media see both good and bad examples of social media strategy. Today we’re sharing what we consider to be an abomination: taking a client’s money to promote one’s own agency.

To illustrate what we mean, let’s take a global brand like Audi. Here is a photo from Audi’s Facebook page. Notice that BBDO (Audi’s ad agency) has not put any mention of themselves anywhere in the photo. Which is right… why would Audi want to spend their marketing budget to promote BBDO?  BBDO has their own ad budget.

Click to enlarge

Okay… now let’s say you are Dr. Marty McHiggnebottom with a cosmetic practice in White Plains, NY and you hire ABC Social to manage your social media presence. They tell you they are “experts” in the field, and since it’s all Greek to you, you figure they must be experts, or why else would they say it? Plus, they seem professional and trustworthy. But, did you know, Dr. McHiggenbottom, that ABC Social is using your posts to do a little free PR for themselves on your dime? After all, you are paying them some a fee to administer your Facebook page, right? So shouldn’t the posts be all about you and your target audience (or at least nothing about them!)?

Unfortunately, this is a social media FAIL that we see on a daily basis. And without drawing attention to the offending party, we’ll blur out their name, (as well as that of their poor unsuspecting client), just show you an example:

Click to enlarge

Now, we want to point out a few things here:

  1. Even if the social media company took the picture themselves, they still should not use the client’s post as an opportunity for free advertising. Giving attribution to a photographer is one thing. Putting your company name on stock imagery for your own benefit is quite another.
  2. As much as we would like to say this is an isolated incidence, it is only one example of MANY we have found in the last week alone.
  3. A reputable social media company understands, and more importantly uses best social media practices, and knows to put the client (not themselves) first.

Remember the old adage, “Caveat Emptor”, (let the buyer beware)? Well… it has never been truer than right now in the social media space. Do your homework. Ask questions. Vet their work.

Questions? Just ask! Comments? Feel free to add them below!

by Monique Ramsey, Founder and Social Media Horticulturalist of Cosmetic Social Media

Vegas Cosmetic Surgery Meeting Presentations are Ready

Greetings social butterflies!

You can now view or download our presentations from the Vegas Cosmetic Surgery 2013 Meeting!  Please feel free to contact us if you need clarification on anything. We are always happy to help!

NOTE: With the exceptions of brief quotations – with proper accreditation – no part of these presentations may be used, reproduced or transmitted in any manner whatsoever without written permission from Cosmetic Social Media, the authors. We are happy to have you use these for your own personal use within your practice, but please refrain from changing, dismantling, plagiarizing, or reselling these presentations. Thank you. 🙂

And with that out of the way… here you go…

Here is our Social Media MBA presentation from Saturday, June 29th, 2013

Presentation #2 from Friday, June 29, 2013

Presentation #1 from Friday, June 29, 2013

Think You Can Skip Facebook? Think Again…

A few days ago MediBeauty.biz editor, Tom Seery (who I love, by the way), put up a blog post entitled, “Doctors Don’t Need to Be on Facebook (and other good news)“. First let me way – that is a BRILLIANT title! Seriously, who wouldn’t click on this!?  But regardless of the genius title, I think there are a few flaws, so I sat down to give my thoughts…

Here is my response:

“Interesting points here Tom. I think the waters are being muddied in your article, however.  By saying “You don’t need to be on Facebook” I believe you are actually doing them a big disservice.  And I don’t say this because it’s what I do for a living – I say it as a former practice administrator who spent 20 years in plastic surgery management and marketing.  I know from firsthand experience how much of a difference it made in our practice’s patient retention, loyalty to our brand, repeat business, community awareness, and last but not least, referrals.

Now, should physicians THEMSELVES be on Facebook? The answer is yes, if they want to, but for their personal profile for friends and family *only*. These guidelines were set forth by the American Medical Association in late 2010 so this is not new news.  However, whether or not the physician wants a personal profile is less important than the PRACTICE having a page.

Implementing a practice Facebook page (and this goes for all social media platforms) opens an online channel for your practice/brand to engage with current patients, their friends (most likely to buy), and prospective clients on a daily basis. If you think about it, you cannot do this any other way.

I believe RealSelf offers surgeons a wonderful platform to show their expertise and let the patients “get to know them”.  Social media platforms such as Facebook, Twitter, Google+, Pinterest, Instagram, and Foursquare, all provide additional touchpoint opportunities. With Facebook’s Graph Search implications (see this blog post for more) and the strong SEO benefits of social media in general, it’s more important than ever to be active in all channels so you are connecting with this new digitally-connected consumer.

We have become a culture of sharing. The connected consumer shares everything – how they feel about you, your brand, your products, and your service. It used to be a happy customer tell s one person and an unhappy customer tells ten. NOW – that same customer can tell hundreds or thousands the good and the bad with one touch of her finger – and 70% of consumers will believe her!  This is the shift from word of mouth being “one-to-one “ to “one-to-many” and is why social media is not a “nice to have”- it’s expected.

Remember, Facebook is not a marketing platform, but rather another communication platform, similar to the telephone, email, or RealSelf) but the beauty of it is that you engage with patients where they are spending time (and on their terms).  Your updates have to be relevant and engaging to be worthy of a like, share, re-tweet, re-pin, etc.

As for the results you found on whether or not social brings new patient activity, I would question how these practices conducted and measured their social media efforts (see: this blog post about Dark Social Media). All too often the practice sets up a page and leaves it to wither and die by not updating on a regular basis (and losing out on Facebook’s EdgeRank algorithm for getting seen in the news feed), not engaging when patients comment, or flooding the stream with marketing posts. The saddest part is how many 3rd party providers don’t “get” social media either. So MD’s might be spending good money with so called experts who don’t understand the nuances of social and therefore implement the wrong strategy.

Social media is relationship marketing. Brian Solis, global new media thought leader called social, “The new cost of doing business. In an era of connected consumerism, to earn customer attention, trust, and loyalty is a cost and an investment in relevance and relationships.” (Click here for info about the new empowered customer)