Heidi Miller's List: Social Media

• “By far, the most common mistake I see is Ruinous Empathy,” Scott says.

   

  The manager thinks it’s nice to never criticize the person, but the employee winds up with a diminished chance of improving, because their performance — and talent potential — is capped by low expectations.
• “Is there anything I could do or stop doing to make it easier to work with me?”
• She also suggests checking in with employees occasionally to talk about their goals: “You can give people work that will have more meaning to them if you understand what motivates them and what they want to accomplish in life.” 

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• Facebook posts with images see 2.3X more engagement than those without images. (Buzzsumo, 2015)
• Articles with an image once every 75-100 words got double the number of social shares than articles with fewer images. (Buzzsumo, 2015)

• s the years rolled on, the News Feed algorithm evolved to factor in the recency of posts, as well as the relationship between the person doing the posting and the person interacting with said post. This iteration of the algorithm was known as EdgeRank. But in 2011, Facebook abandoned EdgeRank for a more complex algorithm that incorporates machine learning.
• the current algorithm adapts to individual user preferences. So, for example, if you never, ever, interact with photos in your News Feed, Facebook's algorithm will pick up on that and show you fewer photos over time.
• On the other side of the coin, Facebook has identified for marketers the content formats that drive engagement and sharing -- native and live videos. Facebook ranks live videos higher in the News Feed, as well as videos with higher watch and completion rates and videos that are clicked on or unmuted as signals of viewer interest.
• Marketers have to switch gears from untargeted, frequent publishing to targeted, selective publishing.

• Videos on Facebook are engaging and make visitors more likely to stop, watch, and maybe even unmute when they spot them in the News Feed. Use videos with captions, animations, and engaging visuals to draw in Facebook users' attention.

   

  According to a recent study by quintly, native Facebook videos have an 186% higher engagement rate and are shared more than 1000% more than videos linked to from other hosting sites.
• f you're not already doing so, start broadcasting on Facebook Live. Users spend 3X more time watching live broadcasts than traditional videos on the platform, so start experimenting with live content if you're concerned about your organic reach.

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• In big companies, keeping teams small and focused can help avoid scope creep.
• we used copy-first design, meaning that the copy would inform the design (not the other way around)
• We've come to identify high quality research as the primary determining factor in the success of copy.
• clean and conservative designs performed better than their more "design forward" counterparts.
• let the your audience influence your design direction more than yourself. 

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• Email is still one of the best ways to get a large number of people to attend your co-marketing event, or download your piece of content. Keep emails visual, and be clear that this piece of content is co-marketing, meaning there are two companies involved.
• To track your partner's promotions efforts vs. your own, be sure to create unique tracking URLs.
• Next, look to see if the leads generated were as high of quality as the leads generated by your own, individual content.

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