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your-dietician · 3 years

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He tried to commemorate erased history. China detained him, then erased that too

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He tried to commemorate erased history. China detained him, then erased that too

He stood in Tiananmen Square, wearing sneakers, track pants and a black T-shirt printed with the date of a massacre.

It was June 4, 2019, the 30th anniversary of the killing of hundreds of pro-democracy protesters in Beijing. Dong Zehua, then 28, hadn’t even been born when tanks clattered over the square and the world watched. The events on that bloody day in 1989 weren’t taught in school or ever mentioned in Chinese media. But Dong knew what had happened.

Tech-savvy and good at English, Dong had mastered circumventing the Great Firewall. He had learned about the anti-government protests and deaths through foreign websites banned in China. As the anniversary approached, he booked a train ticket and traveled to Beijing, keeping the T-shirt hidden until he was on the square.

Dong was a jiulinghou, as those born after 1990 are called in China. They are a nationalistic generation raised on “patriotic education” and state propaganda in a prosperous, increasingly strong China. Many have little knowledge of the traumas their parents endured or the ongoing suppression of Chinese citizens around them.

But there are outliers among them. A handful of Chinese youth like Dong have tried to expose and preserve China’s true history and honor those erased from the official story. They do so despite censorship, imprisonment and growing pressure from peers who are encouraged to report on anyone who criticizes the state.

Counter-narratives have been crushed by a Communist Party determined to carefully choreograph its 100th anniversary in July. That means deleting official wrongs, promoting a whitewashed version of party history, punishing those who deviate — and in recent days, expunging the records of that punishment as well.

“What they’re doing is to control every Chinese person’s thinking and erase every person’s history,” Dong said. “They want to write history themselves.”

To Dong’s surprise, two other young people were in the square the morning he arrived: Yuan Shuai, 24, a recent college graduate from Inner Mongolia working at an advertising company in Beijing, and Gao Tianqi, 21, a Beijinger attending university abroad who’d come back for the summer. Gao carried a yellow umbrella — a symbol of Hong Kong’s youth-led democracy movement — with the number “30” written on it in black marker.

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They hatched a plan to interview foreigners on the square and post a video of their comments online.

“It was a normal, simple sense of justice in our hearts, thinking: I want to do this, because someone should,” said Dong. “Someone should commemorate. This shouldn’t be forgotten.”

The three were arrested within hours. Yuan and Dong were convicted of “picking quarrels and provoking troubles” and sentenced, respectively, to six and seven months in jail. Gao was let go after 38 days of detention without trial.

Dong was quiet for several months after his release. But on June 4, 2020, he emailed The Times about his experience and provided a link to a judgment issued by the Beijing Dongcheng People’s Court. The Times verified the judgment, which was documented in a public archive of court rulings kept by the Supreme People’s Court online.

Last month, he contacted The Times again: The record of his arrest had vanished.

“In their eyes, it’s as if our detention never happened. It’s as if they never did it to us,” Dong said. “They deleted it … as if they can just delete all Chinese people’s memories…. With one stroke of the arm they can cover the sky.”

It wasn’t just Dong’s case. Thousands of politically sensitive cases disappeared last month from China Judgments Online, the public archive.

The deletions were first noticed by a Chinese activist with the Twitter handle @SpeechFreedomCN, who has been keeping an archive of speech crime cases. He has tracked more than 2,040 cases, dating to 2013, based on official documentation in China Judgments Online or public security bureaus’ reports on the social media apps Weibo and WeChat.

There are more than 600 cases of punishment related to speech about COVID-19. Most are fines, “education and warning,” or detention for up to two weeks for posting online messages about the coronavirus or the government response.

They include the case of Li Wenliang, the young doctor who died of the virus after authorities reprimanded him for warning others about the outbreak, but also hundreds of lesser-known ones: a Qinghai man given 10 months of jail for tweets criticizing China’s COVID response; a Beijinger jailed six months for warning classmates in a WeChat group about a COVID case; a popular Weibo blogger in Hebei province given six months of prison for compiling stories of Wuhan residents’ suffering during lockdown.

Other commonly punished speech “crimes” include insulting the police, petitioning for help from the central government, or trying to expose government corruption. Many cases punish Chinese citizens for activity on Twitter and Facebook, evidence that their behavior beyond the firewall is also under surveillance.

Last month, the activist — who asked not to be identified for his protection — noticed that several of the key searches he conducts on the archive each day were suddenly coming up blank. Terms such as “Weibo + picking quarrels and provoking troubles,” “Twitter + picking quarrels and provoking troubles,” or “national leaders” came back with zero results.

The Times repeated the activist’s search to confirm the cases’ disappearance, reviewed a selection of screenshots in his archive of court cases that used to be online, and called 12 courts across China to inquire about the deleted cases.

Two of the courts, both in Hubei province, did not pick up repeated calls. Employees of the courts in Shanghai and the provinces of Guangdong and Jiangsu confirmed that the cases existed and were as described in the screenshots, but did not explain why they’d been taken offline. Others declined to provide information to The Times.

“If we think it can be shown then it is, and if we think it shouldn’t, we take it off,” an employee at a local court in Hunan province told The Times over the phone. “There must be a reason it can’t be shown, but this is a work secret. We don’t need to tell anyone and you don’t need to understand.”

The activist said China’s tolerance for free speech is evaporating: “We thought the people being arrested for speech online were only very extreme cases,” he said. “But when we looked closely, we saw many people are not ‘serious’ at all and yet are detained. Many people without much influence are also arrested. Control is getting stricter and stricter.”

A seller with a portrait of Chinese President Xi Jinping, center, next to a picture of the late Chinese leader Mao Zedong at Dongfanghong Theater in Yanan. (Hector Retamal / AFP/Getty Images)

This tightening comes as China is emerging as a global power and the Communist Party prepares for its centennial. President Xi Jinping has launched a nationwide campaign for citizens to study newly revised volumes of Communist Party history and celebrate its achievements. It is a brazen reinvention that will keep younger generations living with an airbrushed past.

All cinemas in China have been ordered to screen at least two nationalistic propaganda films each week. Schools, hospitals, lawyers associations, and Buddhist and Taoist temples have held “Red” singing competitions, patriotic poetry recitations and political study sessions.

The newest edition of official party history no longer criticizes Mao Zedong for chaos and killings in the 1960s and ’70s, but praises his Cultural Revolution as an anti-corruption measure and blames the upheavals on “insufficient implementation of his correct ideology.”

The party narrative glosses over the failures of the Great Leap Forward, making no mention of the tens of millions who starved to death in the 1950s and ’60s. It calls the Tiananmen Square protests a “political storm” incited by “anti-communist, anti-socialist foreign enemy forces” backing an “extremely small minority.” It mentions no killing of protesters — some estimates say thousands died — only that authorities took “decisive measures to calm the counterrevolutionary riots.”

More than a quarter of the book, which was published in February, is devoted to China’s “new era” under Xi, in which the “China dream” of great national rejuvenation is fulfilled. Five pages describe the COVID-19 outbreak, praising Xi’s leadership of the response as a demonstration of how the party always puts “the people” first.

Students wave Communist Party flags as they prepare to watch the movie “The Founding of a Party” in Yangzhou to mark the centennial of the Communist Party of China. (AFP/Getty Images)

Meanwhile, those who deviate from Beijing’s narrative of harmony and prosperity are punished.

Last month, two computer coders went on trial in Beijing for “picking quarrels and provoking troubles,” the same blanket crime applied to Dong for his T-shirt in Tiananmen Square. They were Cai Wei, 27, and Chen Mei, 28, friends who’d created an online archive of articles called Terminus2049, hosted on GitHub, about the COVID-19 outbreak, whistleblower doctors and lockdown in Wuhan.

Many were reports by Chinese journalists who risked their lives covering the early days of the coronavirus outbreak in Wuhan, only to have their articles censored as Xi pushed for “positive energy” propaganda focused on praising heroes, not marking human suffering.

Cai and Chen were detained in April 2020 and had been held for more than a year before they went to trial. Their families were not allowed to see them, hire personal defense lawyers for them or examine the documents explaining charges against them, according to Chen’s older brother Chen Kun, who now lives in France.

“Ten years ago, this wouldn’t be a problem. You wouldn’t be detained for just archiving information. At most they’d threaten you and ‘have tea,’” Chen Kun told The Times in a phone interview, using a common euphemism for disciplinary meetings with authorities. “We didn’t realize that in 2019 and 2020, China’s internet control became much stricter than in the past.”

Chen Kun was born in the ’80s and had lived in a China with access to Google, Twitter, YouTube — all platforms that are blocked today. Internet access gave him not only understanding of China’s history, but also connection with like-minded friends and the chance to take small actions for social progress.

He had spent years working for Liren, a grass-roots organization that ran rural libraries and summer camps promoting civic engagement among underprivileged Chinese youth. His brother had met Cai at a Liren camp 10 years ago, when they’d been inspired to work on behalf of marginalized groups.

Liren was shut down in 2014. Chen Kun, who was head of the organization at that time, spent several months in detention.

But the brothers kept their ideals. The younger Chen worked for a charity in Beijing that aided people with disabilities. Online, he and Cai created Terminus2049, archiving censored articles about China’s #MeToo movement, labor protests and forced removal of migrant workers from Beijing. They also ran a discussion forum that didn’t require real-name registration, unlike most Chinese social media.

In earlier years, hosting such archives and forums was safe. Those arrested for speech tended to be “long-term rights activists and anti-CCP dissidents,” Chen Kun said. But now, ordinary people are being detained for actions as innocuous as a retweet.

“We are watching China’s speech environment being squeezed bit by bit until you cannot speak,” he said. Even worse, he said, the pressure was coming not only from officials but also from ordinary people — friends, family, neighbors and netizens who are increasingly reporting one another’s speech, especially online.

Official statistics show that mutual tattling has increased. In 2020, China’s Central Cyberspace Administration handled 163 million reports of improper online speech, an increase of 17.4% from 2019. The majority came from Chinese social media platforms including Weibo, Baidu, Alibaba and Tencent. More than 60% were reports of sexually inappropriate content, while 7.7% (about 12.5 million reports) were political and 1.1% were “rumors.”

In April, China’s Central Cyberspace Administration issued a new request for reports of “hazardous information involving historical nihilism.” It offered phone, app and website options for tattling on anyone caught “twisting” party history, criticizing party leaders, ideology or policy, “smearing” heroes and martyrs, or speaking negatively of China’s traditional, revolutionary or modern culture.

Mutual reporting continued to grow, with nearly 15 million reports that month, an increase of 38.4% from March and a 2.6% increase from April 2020.

“It will be like the Cultural Revolution,” Chen Kun said. “Normal people stand up to struggle against you. This makes you feel really hopeless.”

That sense of nationalistic, voluntary mutual censorship is particularly strong among the young, he said, especially urban youth who grew up in a rising China with no knowledge of their own history — aside from the the triumphalist narratives taught in school — and no experience of open information.

An exhibition at a Beijing museum in March 2021 marks the upcoming 100th anniversary of the Communist Party of China. (AFP/Getty Images)

Even Dong, Yuan and Gao, the three who went to Tiananmen Square on the anniversary of the massacre, had believed that the Chinese government today would never use violence against its youth. Born in 1991, 1995 and 1998, respectively, they were highly educated city kids: “Maybe because we are young, we were thinking too well of the government,” said Dong. “We never imagined it would treat its own people this way.”

The day they were arrested in the square, police strip-searched them and made them stand for hours against a wall, then interrogated them overnight in metal “tiger chairs” that bound their wrists and ankles. They refused to believe that the three had not known one another beforehand or received foreign support, Dong said. In their thinking, it made no sense for anyone born after 1989 to care about what happened then.

“They don’t believe that actually, a lot of people in China have conscience,” said Dong. “It has nothing to do with your age, education, or whether your family has been hurt.”

Interrogators told Dong he’d receive a lighter sentence if he confessed to the “picking quarrels” crime. He did, but still spent seven months in Beijing’s Dongcheng district detention center, in a cell of 20 people squeezed into about 430 square feet.

Inside, they were forced to watch “educational videos” praising the government and write self-criticisms and confessions. They were fed mostly water and cabbage. At night, they took two-hour shifts patrolling the cell, where the light was never turned off. In the daytime, aside from the reeducation sessions, they sat on a mat in silence.

Dong fears that his peers and those younger than him still don’t know what lies behind government propaganda.

A teacher and her students in Lianyungang, China, pose with Communist Party emblems during a class about the party’s history in June 2020. (AFP/Getty Images)

“Young people these days are completely led by the government narrative. It’s the only information they come into contact with,” he said. Many of the linglinghou and lingwuhou, those born after 2000 and 2005, are the quickest to point fingers at others, he said, accusing anyone who questions the government of backing from “foreign forces.”

It’s a “terrifying” and “very narrow” way of looking at the world, he said, one intentionally constructed by the government.

“Young people across the world should be the most anti-establishment, the most open and alive in their thinking — but not in China. In China, the youth have been shut in the government’s thinking cage for too long and cannot find an exit,” he said.

Police monitored Dong after his release, telling him he could not go to Beijing and threatening him and his parents anytime he made WeChat posts that they deemed sensitive. “I feel that I have just moved from a smaller prison to a bigger one,” he said.

In the days before June 4 this year, he received multiple warnings to keep quiet. Yet he asked to tell his story with his real name. “We don’t need to use lies. We don’t need to hide. We haven’t done anything wrong,” he said.

The world should know of those being silenced every day in China, he said, even if their records at home are wiped away.

(This is the first in a series of occasional stories about the challenges the young face in an increasingly perilous world. Reporting for the series was supported by a grant from the Pulitzer Center on Crisis Reporting.)

This story originally appeared in Los Angeles Times.

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xhostcom · 5 years

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Advanced Content Promotion Strategies

Content promotion isn’t tweeting or upvoting. Those tiny, one-off tactics are fine for beginners. They might make a dent, but they definitely won’t move the needle. Companies that want to grow big and grow fast need to grow differently. Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition. Use content to fuel social media distribution (and not the other way around) Prior to selling the brand and blog to Neil Patel, Kissmetrics had no dedicated social media manager at the height of their success. The Kissmetrics blog received nearly 85% of its traffic from organic search. The second biggest traffic-driver was the newsletter. Social media did drive traffic to their posts. However, former blog editor Zach Buylgo’s research showed that these traffic segments often had the lowest engagement (like time on site) and the least conversions (like trial or demo opt-ins) — so they didn’t prioritize it. The bulk of Zach’s day was instead focused on editing posts, making changes himself, adding comments and suggestions for the author to fix, and checking for regurgitated content. Stellar, long-form content was priority number one. And two. And three. So he wasn’t just looking for technically-correct content. He was optimizing for uniqueness: the same area where most cheap content falls short. That’s an issue because many times, a simple SERP analysis would reveal that one submission:

Looked exactly like the number-one result from Content Marketing Institute:

Nowadays, plagiarism tools can catch the obvious stuff, but these derivatives often slip through the cracks. Recurring paid writers contributed the bulk of the TOFU content, which would free Zach up to focus more on MOFU use cases and case studies to help visitors understand how to get the most out of their product set (from the in-house person who knows it best). They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

In other words, they focused on doing the things that matter most — the 20% that would generate the biggest bang for their buck. They won’t ignore social networks completely, though. They still had hundreds of thousands of followers across each network. Instead, their intern would take the frontlines. That person would watch out for anything critical, like a customer question, which will then be passed off to the Customer Success Manager that will get back to them within a few hours.

New blog posts would get the obligatory push to Twitter and LinkedIn. (Facebook is used primarily for their weekly webinar updates.) Zach used Pablo from Buffer to design and create featured images for the blog posts.

Then he’d use an Open Graph Protocol WordPress plugin to automatically add all appropriate tags for each network. That way, all he had to do was add the file and basic post meta data. The plugin would then customize how it shows up on each network afterward. Instead of using Buffer to promote new posts, though, I like Crowdfire. Why? Doesn’t that seem like an extra step at first glance? Like Buffer, Crowdfire allows you to select when you’d like to schedule content. You can just load up the queue with content, and Crowdfire will manage the rest. You can still post immediately , but there is a scheduling option aswell. The difference is that Buffer constantly requires new content — you need to keep topping it off, whereas Crowdfire will automatically recycle the old stuff you’ve previously added. Additionally, Crowdfire has a content curation feature for related articles, and also if you hook up your YouTube channel, it will select your videos and you can post them to the likes of Linkedin etc, which helps spread the distribution of them, you might notice in your YouTube account there is no option to share the video to Linkedin, & given Linkedin has the highest median salary of all social media channels, at approximately double the others, and over 500 million users, it could be an important aspect of your marketing.

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

But that’s about it. Zach didn’t do a ton of custom tweets. There weren’t a lot of personal replies. It’s not that they didn’t care. They just preferred to focus on what drives the most results for their particular business. They focused on building a brand that people recognize and trust. That means others would do the social sharing for them. Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

Combine original research and newsjacking to go viral

Sourcify has grown almost exclusively through content marketing. Founder Nathan Resnick speaks, attends, and hosts everything from webinars to live events and meetups. Most of their events are brand-building efforts to connect face-to-face with other entrepreneurs. But what’s put them on the map has been leveraging their own experience and platform to fuel viral stories. Last summer, the record-breaking Mayweather vs. McGregor fight was gaining steam. McGregor was already infamous for his legendary trash-talking and shade-throwing abilities. He also liked to indulge in attention-grabbing sartorial splendor. But the suit he wore to the very first press conference somehow managed to combine the best of both personality quirks:

This was no off-the-shelf suit. He had it custom made. Nathan recalls seeing this press conference suit fondly: “Literally, the team came in after the press conference, thinking, ‘Man, this is an epic suit.’” So they did what any other rational human being did after seeing it on TV: they tried to buy it online. “Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.” They “used their own platform, had samples done in less than a week, and had a site up the same day.”

“We took photos, sent them to different factories, and took guesstimates on letter sizing, colors, fonts, etc. You can often manufacture products based on images if it’s within certain product categories.” The goal all along was to use the suit as a case study. They partnered with a local marketing firm to help split the promotion, work, and costs. “The next day we signed a contract with a few marketers based in San Francisco to split the profits 50–50 after we both covered our costs. They cover the ad spend and setup; we cover the inventory and logistics cost,” Nathan wrote in an article for The Hustle. When they were ready to go, the marketing company began running ad campaigns and pushing out stories. They went viral on BroBible quickly after launch and pulled in over $23,000 in sales within the first week. The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it. Drive targeted, bottom-of-the-funnel leads with Quora Quora packs another punch that often elevates it over the other social channels: higher-quality traffic. Site visitors are asking detailed questions, expecting to comb through in-depth answers to each query. In other words, they’re invested. They’re smart. And if they’re expressing interest in managed WordPress hosting, it means they’ve got spare cash, too. Both Sales Hacker and Kinsta take full advantage. Today, Gaetano DiNardi is the Director of Demand Generation at Nextiva. But before that, he lead marketing at Sales Hacker before they were acquired. There, content was central to their stratospheric growth. With Quora, Gaetano would take his latest content pieces and use them to solve customer problems and address pain points in the general sales and marketing space:

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

He found questions that they already had content for and used it as a chance to engage users and provide value. He can drive tons of relevant traffic for free by linking back to the Sales Hacker blog:

WP Engine, a managed WordPress hosting company, also uses uses relevant threads and the likes of Quora ads. Staff jump in to conversations about hosting and pass out tips with links, to drive traffic, targeting different WordPress-related categories, questions, or interests.

Rank faster with paid (not organic) social promotion

Kinsta co-founder Tom Zsomborgi wrote about their journey in a bootstrapping blog post that went live last November. It instantly hit the top of Hacker News, resulting in their website getting a consistent 400+ concurrent visitors all day:

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen? “There’s a direct correlation between social proof and increased search traffic. It’s more than people think,” said Brian. Essentially, you’re paying Facebook to increase organic rankings. You take good content, add paid syndication, and watch keyword rankings go up. Kinsta’s big goal with content promotion is to build traffic and get as many eyeballs as possible. Then they’ll use AdRoll for display retargeting messages, targeting the people who just visited with lead gen offers to start a free trial. (“But I don’t use AdRoll for Facebook because it tags on their middleman fee.”) Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.” Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

“It’s almost not even worth posting if you’re not paying,” confirms Brian. Kinsta will promote new posts to make sure it comes across their fans’ News Feed. Anecdotally, that reach number with a paid assist might jump up around 30%. If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

In addition to new post promotion, Brian has an evergreen campaign that’s constantly delivering the “best posts ever written” on their site. It’s “never-ending” because it gives Brian a steady-stream of new site visitors — or new potential prospects to target with lead gen ads further down the funnel. That’s why Brian asserts that today’s social managers need to understand PPC and lead gen. “A lot of people hire social media managers and just do organic promotion. But Facebook organic just sucks anyway. It’s becoming “pay to play.’” “Organic reach is just going to get worse and worse and worse. It’s never going to get better.” Also, advertising gets you “more data for targeting,” which then enables you to create more in-depth A/B tests. We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

That’s why “best practices” are past practices — or BS practices. You don’t know what’s going to perform best until you actually do it for yourself. And advertising accelerates that feedback loop.

Constantly refresh your retargeting ad creative to keep engagement high

Almost every single stat shows that remarketing is one of the most efficient ways to close more customers. The more ad remarketing impressions someone sees, the higher the conversion rate. Remarketing ads are also incredibly cheap compared to your standard AdWords search ad when trying to reach new cold traffic. There’s only one problem to watch out for: ad fatigue. The image creative plays a massive role in Facebook ad success. But over time (a few days to a few weeks), the performance of that ad will decline. The image becomes stale. The audience has seen it too many times. The trick is to continually cycle through similar, but different, ad examples. Here’s how David Zheng does it for BuildFire: His team will either (a) create the ad creative image directly inside Canva, or (b) have their designers create a background ‘template’ that they can use to manipulate quickly. That way, they can make fast adjustments on the fly, A/B testing small elements like background color to keep ads fresh and conversions as high as possible.

All retargeting or remarketing campaigns will be sent to a tightly controlled audience. For example, let’s say you have leads who’ve downloaded an eBook and ones who’ve participated in a consultation call. You can just lump those two types into the same campaign, right? I mean, they’re both technically ‘leads.’ But that’s a mistake. Sure, they’re both leads. However, they’re at different levels of interest. Your goal with the first group is to get them on a free consultation call, while your goal with the second is to get them to sign up for a free trial. That means two campaigns, which means two audiences. Facebook’s custom audiences makes this easy, as does LinkedIn’s new-ish Matched Audiences feature. Like with Facebook, you can pick people who’ve visited certain pages on your site, belong to specific lists in your CRM, or whose email address is on a custom .CSV file:

If both of these leads fall off after a few weeks and fail to follow up, you can go back to the beginning to re-engage them. You can use content-based ads all over again to hit back at the primary pain points behind the product or service that you sell.

This seems like a lot of detailed work — largely because it is. But it’s worth it because of scale. You can set these campaigns up, once, and then simply monitor or tweak performance as you go. That means technology is largely running each individual campaign. You don’t need as many people internally to manage each hands-on. And best of all, it forces you to create a logical system. You’re taking people through a step-by-step process, one tiny commitment at a time, until they seamlessly move from stranger into custome Summary Sending out a few tweets won’t make an impact at the end of the day. There’s more competition (read: noise) than ever before, while organic reach has never been lower. The trick isn’t to follow some faux influencer who talks the loudest, but rather the practitioners who are doing it day-in, day-out, with the KPIs to prove it. Post by Xhostcom Wordpress & Digital Services, subscribe to newsletter for more! Read the full article

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presssorg · 5 years

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Twitter terror: Arrests prompt concern over online extremism

Twitter terror: Arrests prompt concern over online extremism GREECE, N.Y. — A few months after he turned 17 — and more than two years before he was arrested — Vincent Vetromile recast himself as an online revolutionary. Offline, in this suburb of Rochester, New York, Vetromile was finishing requirements for promotion to Eagle Scout in a troop that met at a local church. He enrolled at Monroe Community College, taking classes to become a heating and air conditioning technician. On weekends, he spent hours in the driveway with his father, a Navy veteran, working on cars. On social media, though, the teenager spoke in world-worn tones about the need to “reclaim our nation at any cost.” Eventually he subbed out the grinning selfie in his Twitter profile, replacing it with the image of a colonial militiaman shouldering an AR-15 rifle. And he traded his name for a handle: “Standing on the Edge.” That edge became apparent in Vetromile’s posts, including many interactions over the last two years with accounts that praised the Confederacy, warned of looming gun confiscation and declared Muslims to be a threat. In 2016, he sent the first of more than 70 replies to tweets from a fiery account with 140,000 followers, run by a man billing himself as Donald Trump’s biggest Canadian supporter. The final exchange came late last year. “Islamic Take Over Has Begun: Muslim No-Go Zones Are Springing Up Across America. Lock and load America!” the Canadian tweeted on December 12, with a video and a map highlighting nine states with Muslim enclaves. “The places listed are too vague,” Vetromile replied. “If there were specific locations like ‘north of X street in the town of Y, in the state of Z’ we could go there and do something about it.” Weeks later, police arrested Vetromile and three friends, charging them with plotting to attack a Muslim settlement in rural New York. And with extremism on the rise across the U.S., this town of neatly kept Cape Cods confronted difficult questions about ideology and young people — and technology’s role in bringing them together. —— The reality of the plot Vetromile and his friends are charged with hatching is, in some ways, both less and more than what was feared when they were arrested in January. Prosecutors say there is no indication that the four — Vetromile, 19; Brian Colaneri, 20; Andrew Crysel, 18; and a 16-year-old The Associated Press isn’t naming because of his age — had set an imminent or specific date for an attack. Reports they had an arsenal of 23 guns are misleading; the weapons belonged to parents or other relatives. Prosecutors allege the four discussed using those guns, along with explosive devices investigators say were made by the 16-year-old, in an attack on the community of Islamberg. Residents of the settlement in Delaware County, New York — mostly African-American Muslims who relocated from Brooklyn in the 1980s — have been harassed for years by right-wing activists who have called it a terrorist training camp. A Tennessee man, Robert Doggart , was convicted in 2017 of plotting to burn down Islamberg’s mosque and other buildings. But there are few clues so far to explain how four with little experience beyond their high school years might have come up with the idea to attack the community. All have pleaded not guilty, and several defence attorneys, back in court Friday, are arguing there was no plan to actually carry out any attack, chalking it up to talk among buddies. Lawyers for the four did not return calls, and parents or other relatives declined interviews. “I don’t know where the exposure came from, if they were exposed to it from other kids at school, through social media,” said Matthew Schwartz, the Monroe County assistant district attorney prosecuting the case. “I have no idea if their parents subscribe to any of these ideologies.” Well beyond upstate New York, the spread of extremist ideology online has sparked growing concern. Google and Facebook executives went before the House Judiciary Committee this month to answer questions about their platforms’ role in feeding hate crime and white nationalism. Twitter announced new rules last fall prohibiting the use of “dehumanizing language” that risks “normalizing serious violence.” But experts said the problem goes beyond language, pointing to algorithms used by search engines and social media platforms to prioritize content and spotlight likeminded accounts. “Once you indicate an inclination, the machine learns,” said Jessie Daniels, a professor of sociology at New York’s Hunter College who studies the online contagion of alt-right ideology. “That’s exactly what’s happening on all these platforms … and it just sends some people down a terrible rabbit hole.” She and others point to Dylann Roof, who in 2015 murdered nine worshippers at a historic black church in Charleston, South Carolina. In writings found afterward, Roof recalled how his interest in the shooting of black teenager Trayvon Martin had prompted a Google search for the term “black on white crime.” The first site the search engine pointed him to was run by a racist group promoting the idea that such crime is common, and as he learned more, Roof wrote, that eventually drove his decision to attack the congregation.

The latest on Sri Lanka's bombing investigation Israel's Counter-Terrorism Bureau issued a travel warning for Sri Lanka on Thursday, raising the threat level to indicate a "high concrete threat," ... In the Rochester-area case, electronic messages between two of those arrested, seen by the AP, along with papers filed in the case suggest doubts divided the group. “I honestly see him being a terrorist,” one of those arrested, Crysel, told his friend Colaneri in an exchange last December on Discord, a messaging platform popular with gamers that has also gained notoriety for its embrace by some followers of the alt-right. “He also has a very odd obsession with pipe bombs,” Colaneri replied. “Like it’s borderline creepy.” It is not clear from the message fragment seen which of the others they were referencing. What is clear, though, is the long thread of frustration in Vetromile’s online posts — and the way those posts link him to an enduring conspiracy theory. —— A few years ago, Vetromile’s posts on Twitter and Instagram touched on subjects like video games and English class. He made the honour roll as an 11th-grader but sometime thereafter was suspended and never returned, according to former classmates and others. The school district, citing federal law on student records, declined to provide details. Ron Gerth, who lives across the street from the family, recalled Vetromile as a boy roaming the neighbourhood with a friend, pitching residents on a leaf-raking service: “Just a normal, everyday kid wanting to make some money, and he figured a way to do it.” More recently, Gerth said, Vetromile seemed shy and withdrawn, never uttering more than a word or two if greeted on the street. Vetromile and suspect Andrew Crysel earned the rank of Eagle in Boy Scout Troop 240, where the 16-year-old was also a member. None ever warranted concern, said Steve Tyler, an adult leader. “Every kid’s going to have their own sort of geekiness,” Tyler said, “but nothing that would ever be considered a trigger or a warning sign that would make us feel unsafe.” Crysel and the fourth suspect, Colaneri, have been diagnosed with Asperger’s syndrome, a milder form of autism, their families have said. Friends described Colaneri as socially awkward and largely disinterested in politics. “He asked, if we’re going to build a wall around the Gulf of Mexico, how are people going to go to the beach?” said Rachael Lee, the aunt of Colaneri’s girlfriend. Vetromile attended community college with Colaneri before dropping out in 2017. By then, he was fully engaged in online conversations about immigrants living in the U.S. illegally, gun rights and Trump. Over time, his statements became increasingly militant. “We need a revolution now!” he tweeted in January, replying to a thread warning of a coming “war” over gun ownership. Vetromile directed some of his strongest statements at Muslims. Tweets from the Canadian account, belonging to one Mike Allen, seemed to push that button. In July 2017, Allen tweeted “Somali Muslims take over Tennessee town and force absolute HELL on terrified Christians.” Vetromile replied: “@realDonaldTrump please do something about this!” A few months later, Allen tweeted: “Czech politicians vote to let citizens carry guns, shoot Muslim terrorists on sight.” Vetromile’s response: “We need this here!” Allen’s posts netted hundreds of replies a day, and there’s no sign he read Vetromile’s responses. But others did, including the young man’s reply to the December post about Muslim “no-go zones.” That tweet included a video interview with Martin Mawyer, whose Christian Action Network made a 2009 documentary alleging that Islamberg and other settlements were terrorist training camps. Mawyer linked the settlements, which follow the teachings of a controversial Pakistani cleric, to a group called Jamaat al-Fuqra that drew scrutiny from law enforcement in the 1980s and 1990s. In 1993, Colorado prosecutors won convictions of four al-Fuqra members in a racketeering case that included charges of fraud, arson and murder. Police and analysts have repeatedly said Islamberg does not threaten violence. Nevertheless, the allegations of Mawyer’s group continue to circulate widely online and in conservative media. Replying to questions by email, Mawyer said his organization has used only legal means to try to shut down the operator of the settlements. “Vigilante violence is always the wrong way to solve social or personal problems,” he said. “Christian Action Network had no role, whatsoever, in inciting any plots.” Online, though, Vetromile reacted with consternation to the video of Mawyer: “But this video just says ‘upstate NY and California’ and that’s too big of an area to search for terrorists,” he wrote. Other followers replied with suggestions. “Doesn’t the video state Red House, Virginia as the place?” one asked. Virginia was too far, Vetromile replied, particularly since the map with the tweet showed an enclave in his own state. When another follower offered a suggestion, Vetromile signed off: “Eh worth a look. Thanks.” The exchange ended without a word from the Canadian account, whose tweet started it.

A few months after he turned 17 — and more than two years before he was arrested — Vincent Vetromile recast himself as an online revolutionary. —— Three months before the December exchange on Twitter, the four suspects started using a Discord channel dubbed “#leaders-only” to discuss weapons and how they would use them in an attack, prosecutors allege. Vetromile set up the channel, one of the defence attorneys contends, but prosecutors say they don’t consider any one of the four a leader. In November, the conversation expanded to a second channel: “#militia-soldiers-wanted.” At some point last fall the 16-year-old made a grenade — “on a whim to satisfy his own curiosity,” his lawyer said in a court filing that claims the teen never told the other suspects. That filing also contends the boy told Vetromile that forming a militia was “stupid.” But other court records contradict those assertions. Another teen, who is not among the accused, told prosecutors that the 16-year-old showed him what looked like a pipe bomb last fall and then said that Vetromile had asked for prototypes. “Let me show you what Vinnie gave me,” the young suspect allegedly said during another conversation, before leaving the room and returning with black explosive powder. In January, the 16-year-old was in the school cafeteria when he showed a photo to a classmate of one of his fellow suspects, wearing some kind of tactical vest. He made a comment like, “He looks like the next school shooter, doesn’t he?” according to Greece Police Chief Patrick Phelan. The other student reported the incident, and questioning by police led to the arrests and charges of conspiracy to commit terrorism. The allegations have jarred a region where political differences are the norm. Rochester, roughly half white and half black and other minorities, votes heavily Democratic. Neighboring Greece, which is 87 per cent white, leans conservative. Town officials went to the Supreme Court to win a 2014 ruling allowing them to start public meetings with a chaplain’s prayer. The arrests dismayed Bob Lonsberry, a conservative talk radio host in Rochester, who said he checked Twitter to confirm Vetromile didn’t follow his feed. But looking at the accounts Vetromile did follow convinced him that politics on social media had crossed a dangerous line. “The people up here, even the hillbillies like me, we would go down with our guns and stand outside the front gate of Islamberg to protect them,” Lonsberry said. “It’s an aberration. But … aberrations, like a cancer, pop up for a reason.” —— Online, it can be hard to know what is true and who is real. Mike Allen, though, is no bot. “He seems addicted to getting followers,” said Allen’s adult son, Chris, when told about the arrest of one of the thousands attuned to his father’s Twitter feed. Allen himself called back a few days later, leaving a brief message with no return number. But a few weeks ago, Allen welcomed in a reporter who knocked on the door of his home, located less than an hour from the Peace Bridge linking upstate New York to Ontario, Canada. “I really don’t believe in regulation of the free marketplace of ideas,” said Allen, a retired real estate executive, explaining his approach to social media. “If somebody wants to put bulls— on Facebook or Twitter, it’s no worse than me selling a bad hamburger, you know what I mean? Buyer beware.” Sinking back in a white leather armchair, Allen, 69, talked about his longtime passion for politics. After a liver transplant stole much of his stamina a few years ago, he filled downtime by tweeting about subjects like interest rates. When Trump announced his candidacy for president in 2015, in a speech memorable for labeling many Mexican immigrants as criminals, Allen said he was determined to help get the billionaire elected. He began posting voraciously, usually finding material on conservative blogs and Facebook feeds and crafting posts to stir reaction. Soon his account was gaining up to 4,000 followers a week. Allen said he had hoped to monetize his feed somehow. But suspicions that Twitter “shadow-banning” was capping gains in followers made him consider closing the account. That was before he was shown some of his tweets and the replies they drew from Vetromile — and told the 19-year-old was among the suspects charged with plotting to attack Islamberg. “And they got caught? Good,” Allen said. “We’re not supposed to go around shooting people we don’t like. That’s why we have video games.” Allen’s own likes and dislikes are complicated. He said he strongly opposes taking in refugees for humanitarian reasons, arguing only immigrants with needed skills be admitted. He also recounted befriending a Muslim engineer in Pakistan through a physics blog and urging him to move to Canada. Shown one of his tweets from last year — claiming Czech officials had urged people to shoot Muslims — Allen shook his head. “That’s not a good tweet,” he said quietly. “It’s inciting.” Allen said he rarely read replies to his posts — and never noticed Vetromile’s. “If I’d have seen anybody talking violence, I would have banned them,” he said. He turned to his wife, Kim, preparing dinner across the kitchen counter. Maybe he should stop tweeting, he told her. But couldn’t he continue until Trump was reelected? “We have a saying, ‘Oh, it must be true, I read it on the internet,”‘ Allen said, before showing his visitor out. “The internet is phoney. It’s not there. Only kids live in it and old guys, you know what I mean? People with time on their hands.” The next day, Allen shut down his account, and the long narrative he spun all but vanished. —— Read more about the four charged in the New York plot here . AP investigative researcher Randy Herschaft in New York contributed to this story. Geller can be reached at ageller//twitter.com/AdGeller Published at Sun, 28 Apr 2019 14:30:01 +0000 Read the full article

#anonymous #attacks #bombs #censorship #muslims #srilanka #terrorism #twitter

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atakportal · 6 years

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New Post has been published on https://adz.cloud/2019/01/16/5-real-examples-of-advanced-content-promotion-strategies/

5 Real Examples of Advanced Content Promotion Strategies

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

Prior to selling the brand and blog to Neil Patel, Kissmetrics had no dedicated social media manager at the height of their success. The Kissmetrics blog received nearly 85% of its traffic from organic search. The second biggest traffic-driver was the newsletter.

Social media did drive traffic to their posts. However, former blog editor Zach Buylgo’s research showed that these traffic segments often had the lowest engagement (like time on site) and the least conversions (like trial or demo opt-ins) — so they didn’t prioritize it. The bulk of Zach’s day was instead focused on editing posts, making changes himself, adding comments and suggestions for the author to fix, and checking for regurgitated content. Stellar, long-form content was priority number one. And two. And three.

So Zach wasn’t just looking for technically-correct content. He was optimizing for uniqueness: the exact same area where most cheap content falls short. That’s an issue because many times, a simple SERP analysis would reveal that one submission:

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…Looked exactly like the number-one result from Content Marketing Institute:

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Today’s plagiarism tools can catch the obvious stuff, but these derivatives often slip through the cracks. Recurring paid writers contributed the bulk of the TOFU content, which would free Zach up to focus more on MOFU use cases and case studies to help visitors understand how to get the most out of their product set (from the in-house person who knows it best).

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

Why? Doesn’t that seem like an extra step at first glance? Like Buffer, MeetEdgar allows you to select when you’d like to schedule content. You can just load up the queue with content, and the tool will manage the rest. The difference is that Buffer constantly requires new content — you need to keep topping it off, whereas MeetEdgar will automatically recycle the old stuff you’ve previously added. This saved a blog like Kissmetrics, with thousands of content pieces, TONS of time.

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He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

Last summer, the record-breaking Mayweather vs. McGregor fight was gaining steam. McGregor was already infamous for his legendary trash-talking and shade-throwing abilities. He also liked to indulge in attention-grabbing sartorial splendor. But the suit he wore to the very first press conference somehow managed to combine the best of both personality quirks:

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“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

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“The next day we signed a contract with a few marketers based in San Francisco to split the profits 50–50 after we both covered our costs. They cover the ad spend and setup; we cover the inventory and logistics cost,” Nathan wrote in an article for The Hustle. When they were ready to go, the marketing company began running ad campaigns and pushing out stories. They went viral on BroBible quickly after launch and pulled in over $23,000 in sales within the first week.

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

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This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

Quora packs another punch that often elevates it over the other social channels: higher-quality traffic. Site visitors are asking detailed questions, expecting to comb through in-depth answers to each query. In other words, they’re invested. They’re smart. And if they’re expressing interest in managed WordPress hosting, it means they’ve got dough, too.

Both Sales Hacker and Kinsta take full advantage. Today, Gaetano DiNardi is the Director of Demand Generation at Nextiva. But before that, he lead marketing at Sales Hacker before they were acquired. There, content was central to their stratospheric growth. With Quora, Gaetano would take his latest content pieces and use them to solve customer problems and address pain points in the general sales and marketing space:

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

Kinsta, a managed WordPress hosting company out of Europe, also uses uses relevant threads and Quora ads. CMO Brian Jackson jumps into conversations directly, lending his experience and expertise where appropriate. His technical background makes it easy to talk shop with others looking for a sophisticated conversation about performance (beyond the standard, PR-speak most marketers offer up):

Brian targets different WordPress-related categories, questions, or interests. Technically, the units are “display ads, but they look like text.” The ad copy is short and to the point. Usually something like, “Premium hosting plans starting at $XX/month” to fit within their length requirements.

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

“There’s a direct correlation between social proof and increased search traffic. It’s more than people think,” said Brian. Essentially, you’re paying Facebook to increase organic rankings. You take good content, add paid syndication, and watch keyword rankings go up.

Kinsta’s big goal with content promotion is to build traffic and get as many eyeballs as possible. Then they’ll use AdRoll for display retargeting messages, targeting the people who just visited with lead gen offers to start a free trial. (“But I don’t use AdRoll for Facebook because it tags on their middleman fee.”)

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook’s organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

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If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

“Organic reach is just going to get worse and worse and worse. It’s never going to get better.” Also, advertising gets you “more data for targeting,” which then enables you to create more in-depth A/B tests.

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

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5. Constantly refresh your retargeting ad creative to keep engagement high

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There’s only one problem to watch out for: ad fatigue. The image creative plays a massive role in Facebook ad success. But over time (a few days to a few weeks), the performance of that ad will decline. The image becomes stale. The audience has seen it too many times. The trick is to continually cycle through similar, but different, ad examples.

Here’s how David Zheng does it for BuildFire:

His team will either (a) create the ad creative image directly inside Canva, or (b) have their designers create a background ‘template’ that they can use to manipulate quickly. That way, they can make fast adjustments on the fly, A/B testing small elements like background color to keep ads fresh and conversions as high as possible.

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But that’s a mistake. Sure, they’re both leads. However, they’re at different levels of interest. Your goal with the first group is to get them on a free consultation call, while your goal with the second is to get them to sign up for a free trial. That means two campaigns, which means two audiences.

Facebook’s custom audiences makes this easy, as does LinkedIn’s new-ish Matched Audiences feature. Like with Facebook, you can pick people who’ve visited certain pages on your site, belong to specific lists in your CRM, or whose email address is on a custom .CSV file:

And best of all, it forces you to create a logical system. You’re taking people through a step-by-step process, one tiny commitment at a time, until they seamlessly move from stranger into customer.

Conclusion

Sending out a few tweets won’t make an impact at the end of the day. There’s more competition (read: noise) than ever before, while organic reach has never been lower. The trick isn’t to follow some faux influencer who talks the loudest, but rather the practitioners who are doing it day-in, day-out, with the KPIs to prove it.

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cvrnewsdirectindia · 5 years

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Digital privacy at stake? 10 Tips to avoid leaving tracks around internet

Google and Facebook collect information about us and then sell that data to advertisers. Websites deposit invisible “cookies” onto our computers and then record where we go online. Even our own government has been known to track us.

When it comes to digital privacy, it’s easy to feel hopeless. We’re mere mortals! We’re minuscule molecules in their machines! What power do we possibly have to fight back?

That was the question I posed to you, dear readers, in the previous “Crowdwise.”

Many of you responded with valuable but frequently repeated suggestions: Use a program that memorizes your passwords, and make every password different. Install an ad blocker in your web browser, like uBlock Origin. Read up on the latest internet scams. If you must use Facebook, visit its Privacy Settings page and limit its freedom to target ads to you.

What I sought, though, was non-obvious ideas.

It turns out that “digital privacy” means different things to different people.

“Everyone has different concerns,” wrote Jamie Winterton, a cybersecurity researcher at Arizona State University. “Are you worried about private messaging? Government surveillance? Third-party trackers on the web?” Addressing each of these concerns, she noted, requires different tools and techniques.

Duck Google

“The number one thing that people can do is to stop using Google,” wrote privacy consultant Bob Gellman. “If you use Gmail and use Google to search the web, Google know more about you than any other institution. And that goes double if you use other Google services like Google Maps, Waze, Google Docs, etc.”

Like many other readers, he recommended DuckDuckGo, a rival web search engine. Its search results often aren’t as useful as Google’s, but it’s advertised not to track you or your searches.

And if you don’t use Gmail for email, what should you use? “I am a huge advocate for paying for your email account,” wrote Russian journalist Yuri Litvinenko. “It’s not about turning off ads, but giving your email providers as little incentive to peek into your inbox as possible.” ProtonMail, for example, costs $4 a month and offers a host of privacy features, including anonymous sign-up and end-to-end encryption.

Jam Google

The ads you see online are based on the sites, searches, or and Facebook posts that get your interest. Some rebels therefore throw a wrench into the machinery — by demonstrating phony interests.

“Every once in a while, I Google something completely nutty just to mess with their algorithm,” wrote Shaun Breidbart. “You’d be surprised what sort of coupons CVS prints for me on the bottom of my receipt. They are clearly confused about both my age and my gender.”

It’s “akin to radio jamming,” noted Frank Paiano. “It does make for some interesting browsing, as ads for items we searched for follow us around like puppy dogs (including on The New York Times, by the way.)”

Barry Joseph uses a similar tactic when registering for an account on a new website. “I often switch my gender (I am a cisgender male), which delivers ads less relevant to me — although I must admit, the bra advertising can be distracting.”

He notes that there are side effects. “My friends occasionally get gendered notifications about me, such as ‘Wish her a happy birthday.’” But even that is a plus, leading to “interesting conversations about gender norms and expectations (so killing two birds with one digital stone here).”

Avoid unnecessary web tracking

It’s perfectly legitimate, by the way, to enjoy seeing ads that align with your interests. You could argue that they’re actually more useful than irrelevant ones.

But millions of others are creeped out by the tracking that produces those targeted ads.

If you’re in that category, Ms. Winterton recommended Ghostery, a free plug-in for most web browsers that “blocks the trackers and lists them by category,” she wrote. “Some sites have an amazing number of trackers whose only purpose is to record your behavior (sometimes across multiple sites) and pitch better advertisements.”

Careful on public Wi-Fi

Most public Wi-Fi networks — in hotels, airports, coffee shops, and so on — are eavesdroppable, even if they require a password to connect. Nearby patrons, using their phones or laptops, can easily see everything you’re sending or receiving — email and website contents, for example — using free “sniffer” programs.

You don’t have to worry about Social, WhatsApp and Apple’s iMessages, all of which encrypt your messages before they even leave your phone or laptop. Using websites whose addresses begin with https are also safe; they, too, encrypt their data before it’s sent to your browser (and vice versa).

(Caution: Even if the site’s address begins with https, the bad guys can still see which sites you visit — say, https://www.NoseHairBraiding.com. They just can’t see what you do there once you’re connected.)

The solution, as recommended by Lauren Taubman and others: a Virtual Private Network program. These phone and computer apps encrypt everything you send or receive — and, as a bonus, mask your location. Wirecutter’s favorite VPN, TunnelBear, is available for Windows, Mac, Android and iOS. It’s free for up to 500 megabytes a month, or $60 a year for up to five devices.

Use Apple

“I don’t like Apple’s phones, their operating systems, or their looks,” wrote Aaron Soice, “but the one thing Apple gets right is valuing your data security. Purely in terms of data, Apple serves you; Google serves you to the sharks.”

Apple’s privacy website reveals many examples: You don’t sign into Apple Maps or Safari (Apple’s web browser), so your searches and trips aren’t linked to you. Safari’s “don’t track me” features are turned on as the factory setting. When you buy something with Apple Pay, Apple receives no information about the item, the store, or the price.

Apple can afford to tout these features, explained software developer Joel Potischman, because it’s a hardware company. “Its business model depends on us giving them our money. Google and Facebook make their money by selling our info to other people.”

Don’t “Sign in with Facebook”

Mr. Potischman never registers with a new website using the “Sign in with Facebook” or “Sign in with Google” shortcut buttons. “They allow those companies to track you on other sites,” he wrote. Instead, he registers the long way, with an email address and password.

(And here’s Apple again: The “Sign in with Apple” button, new and not yet incorporated by many websites, is designed to offer the same one-click convenience — but with a promise not to track or profile you.)

Identity theft, from a pro

My call for submissions drew some tips from a surprising respondent: Frank Abagnale, the former teenage con artist who was the subject of the 2002 movie “Catch Me if You Can.”

After his prison time, he went began working for the F.B.I., giving talks on scam protection, and writing books. He’s donating all earnings from his latest book, “Scam Me If You Can,” to the AARP, in support of its efforts to educate older Americans about internet rip-offs.

His advice: “You never want to tell Facebook where you were born and your date of birth. That’s 98 percent of someone stealing your identity! And don’t use a straight-on photo of yourself — like a passport photo, driver’s license, graduation photo — that someone can use on a fake ID.”

Mr. Abagnale also notes that you should avoid sharing your personal data offline, too. “We give a lot of information away, not just on social media, but places we go where people automatically ask us all of these questions. ‘What magazines do you read?’ ‘What’s your job?’ ‘Do you earn between this and that amount of money?’”

Why answer if you don’t have to?

The lightning round

A few more suggestions:

“Create a different email address for every service you use,” wrote Matt McHenry. “Then you can tell which one has shared your info, and create filters to silence them if necessary.”

“Apps like Privacy and Token Virtual generate a disposable credit-card number with each purchase — so in case of a breach, your actual card isn’t compromised,” suggested Juan Garrido. (Bill Barnes agreed, pointing out the similar Shopsafe service offered by from Bank of America’s Visa cards. “The number is dollar and time limited.”)

“Your advertisers won’t like to see this, so perhaps you won’t print it,” predicted Betsy Peto, “but I avoid using apps on my cellphone as much as possible. Instead, I go to the associated website in my phone’s browser: for example, www.dailybeast.com. My data is still tracked there, but not as much as it would be by the app.”

There is some good news: Tech companies are beginning to feel some pressure.

In 2017, the European Union passed the General Data Protection Regulation (G.D.P.R.), which requires companies to explain what data they’re collecting — and to offer the option to edit or delete it. China, India, Japan, Brazil, South Korea and Thailand have passed, or are considering, similar laws, and California’s Consumer Privacy Act takes effect on January 1.

In the meantime, enjoy these suggestions, as well as this bonus tip from privacy researcher Jamie Winterton:

“Oh yeah — and don’t use Facebook.”

For the next “Crowdwise”: We all know that it’s unclassy and cruel to break up with a romantic partner in a text message — or, worse, a tweet. (Well, we used to know that.) Yet requesting an unusual meeting at a sidewalk cafe might strike your partner as distressingly ominous.

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from CVR News Direct https://cvrnewsdirect.com/digital-privacy-at-stake-10-tips-to-avoid-leaving-tracks-around-internet/

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unifiedsocialblog · 6 years

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The Ultimate List of Social Media Definitions You Need to Know in 2019

Unless you spend every waking moment on social media, it’s tough to keep up with all the new terminology and trends in the space. That’s why we’ve created a comprehensive list of social media definitions.

This glossary will help you stay on top of the latest concepts in social marketing (and understand what the kids are talking about today). Bookmark this page! It’s a living document that will evolve as we add and subtract entries, expand our definitions, and provide more context for the most important terms.

A|B|C|D|E|F|G|H|I|J|K|L|M|N|O|P|Q|R|S|T|U|V|W|X|Y

Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence.

All the social media definitions you need to know

A ubiquitous symbol thanks to its prevalence in email addresses, the “at” symbol is one of the most important characters in how we communicate today. If you don’t see why, well, don’t @ me.

That’s an octothorpe. Also known as a pound sign, if you’ve ever used a phone. Also known as a hashtag. Also, it kind of looks like a tic-tac-toe board.

See: Hashtag

/r/

See: Subreddit

—A—

Abandonment rate

The percentage of social customer service issues that customers abandon before they are resolved.

Intelligence exhibited by machines (i.e., artificial intelligence). The role of AI in humans’ everyday lives is increasing exponentially, from chat bots on your favorite retailer’s website to Alexa learning to recognize your voice commands over time. (I, for one, welcome our new robot overlords.)

Learn more: 5 Practical (and Unpretentious) Ways AI Will Change Marketing by 2020

Algorithm

A rules-based procedure for making calculations or solving problems—they’re everywhere in computer science! In social media, constantly shifting algorithms control which content its users see (and don’t), as well as what topics and hashtags are trending.

To the chagrin of social marketers everywhere, algorithms have tightened up in recent years to favor organic content created by humans. Apparently the world needs more video recipes for hEaLtHy BlAcK bEaN bRoWnIeS. This has contributed to the need for brands to “pay to play” with social media advertising and boosted content to be visible online.

Learn more: How the Facebook Algorithm Works and How to Make it Work for You

AMA

Short for “Ask Me Anything”

On Reddit, an acronym for “ask me anything.” In an AMA post, a user will answer questions posed by the Reddit community. The most popular AMAs feature celebrities—President Barack Obama did one in 2012—but anyone can do one. (Remember Ken Bone, the mustachioed undecided voter in the red sweater from the 2016 presidential debate? He did an AMA, too. It was kind of a disaster.)

Analytics

Data, and the patterns found in that data, often used to make marketing or advertising decisions. A website or application gathers data for its analytics using a cookie or other tracking tag that monitors users’ behavior. The tag activates when users begin their visits then stores data about what pages they visited, what actions they completed, and how they interacted with different elements such as clicking on buttons or performing a search.

Learn more: Social Media Analytics: A Guide for Beginners

API

Short for “Application Programming Interface”

In layman’s (read: non-technical) terms, a “middle man” that allows two applications or platforms to “talk” to each other. As an example, Hootsuite uses Twitter’s API to publish tweets to a timeline through the platform.

Archiving

complianceThe practice of retaining an organization’s social media messages and associated metadata, often for the purpose of regulatory . (Most social networks also maintain archives of user data and interactions.)

Archiving has become increasingly important as more and more business is conducted via social media. Organizations can save records of social conversations in their own secure databases, the same way they store email and other documents. This data can later be retrieved and analyzed to track the effectiveness of social media activities. It can also be referenced during legal discovery, if necessary.

Audience selector

A tool that allows you to choose which audience you want to share something with on Facebook, including Pages you own. To learn more about Facebook’s privacy settings for sharing content, see this Facebook Help article.

Authenticity

The practice of using a tone and voice online that expresses who you really are. For brands, being open and authentic on social media means a great deal to those who want to engage with you. Conveying your brand’s values through your content and replies, and interacting with followers in a way that’s relatable and human, all contribute to your sense of authenticity.

Learn more: Ways Brands Can Be More Authentic On Social Media

Avatar

A user’s visual representation of themselves, usually a photo but not always. (Be wary of social media users whose accounts still feature the platform’s default avatar—troll and spam accounts often don’t bother to personalize.) In the age of digital activism, changing your avatar or adding a custom profile-photo frame or filter has become a popular way to show support for a variety of causes.

Average handling time

The average time it takes a company, team, or individual to resolve customer issues on social media, from beginning to end.

Average response time

The amount of time it takes, on average, for a company, team, or individual to reply to a customer’s messages while resolving an issue.

—B—

Big data

Large sets of unstructured data that can be powerful if leveraged properly. Much of the data social marketers encounter has already been parsed into a digestible format (such as customer-data spreadsheets or your social analytics dashboard). So-called big data is complex and requires sorting, analyzing, and processing—but with the right analysis, the potential for insight is endless.

Learn more: Social Data 101: Simple Techniques Anyone Can Master

Bio

The small portion of any digital profile that tells new or prospective followers who you are. All social platforms offer space to write a bio. It’s the first thing users see when they discover your profile, and a good one can greatly improve how often you show up in keyword searches.

Learn more: How to Write a Great Instagram Bio

Bitmoji

Customized avatars that can be added to Gmail, Messenger, Slack, and social media networks. Bitmoji lets you create an animated representation of yourself then offers a variety of versions of it in different situations that you can share with an app or smartphone keyboard extension.

Block

A Twitter feature that allows you to prevent another user from:

Following you

Sliding into your DMs

Adding you to their lists

Tagging you in photos

Blocking a troublesome or harassing user allows you some peace—if they mention you, those tweets won’t appear in your notification, and the user receives a message letting them know they’ve been blocked. However, Twitter cannot prevent anyone from seeing your public tweets. If you need someone out of your digital hair completely, use a protected account.

Board

See Pinboard

Brand advocate

A customer who loves your organization so much that they become an extension of your marketing team. They evangelize your products or services without being asked and can become even more valuable if you connect with them directly to engage and empower them. Social media is filled with brand advocates and detractors—if you take the time to find your advocates,

Learn more: Social Media Advocacy: How to Build a Brand Advocate Program

Brandjacking

The hijacking of a person or organization’s name or likeness to promote an agenda or damage the target’s reputation. Brandjackers don’t hack their targets’ social accounts—instead, they assume a target’s online identity with fake accounts, promoted hashtags, and satirical marketing campaigns.

—C—

Caption

A brief description that appears beneath a photo on Facebook or Instagram (and a great opportunity for savvy #hashtag use).

Learn more: How to Write the Best Instagram Captions

Cashtag

A Twitter reference to business news about a publicly traded company. Launched in 2012, cashtags can be tracked in the same way hashtags are. For example, typing $NFLX in the Twitter search bar will show news related to Netflix and its stock.

Center of excellence

A steering committee or dedicated team of social media leaders within an organization that establishes policies, processes, and support through best practices, education, and training. A center of excellence may also serve as an operational hub for the organization’s day-to-day social media activities.

Chatbot

A type of bot that live in messaging apps (such as Facebook Messenger) and use artificial intelligence to perform tasks via simulated conversation. A chatbot can be used for customer service, data collection, and more. Facebook is one of the leaders in chatbot integration.

Learn more: The Complete Guide to Using Facebook Messenger Bots for Business

Check-in

A pronouncement that a user has physically visited a geographical location or event. Checking in allows the user to let their friends know where they are—and is especially useful when visiting somewhere warm in the dead of winter, when everyone else is shivering at work.

Clickbait

Web content with misleading or sensationalist headlines that entices readers to click through to the full story, which is generally a disappointment. Clickbait’s goal is usually to generate pageviews and advertising revenue. The technique once infested social media so thoroughly that Facebook actually took steps to exterminate it. (Clickbait headlines also remain a prime target of parodies, especially on The Onion’s Clickhole.)

Learn more: How to Get Clicks Without Resorting to Clickbait: 5 Easy Tactics

Click-through rate (CTR)

A common metric for reporting on the number of people who viewed a piece of content then took an action, such as clicking on an ad or link. CTR is most commonly used for pay-per-click advertising and other performance-driven channels. The general philosophy is that the higher your CTR, the more effective your marketing is.

CTR is calculated by comparing the number of clicks to overall impressions. (For example, if 100 people saw your Google Ad, and one person clicked on it, your CTR is one percent.)

Community management

The practice of developing relationships around a common interest, done by monitoring and engaging with those who engage with the common interest. The goal is to nurture relationships so that the community acts as advocates on behalf of the common interest.

Learn more: 8 Essential Skills a Social Media Manager Must Have

Competitive benchmarking

The act of comparing your organization’s performance to another company’s against a defined set of metrics.

Learn more: How to Conduct a Competitive Analysis on Social Media: A Quick Guide

Competitor sentiment

The practice of monitoring how users feel about other organizations in your space through social media monitoring. Whether positive or negative, this intel can provide important context that helps you to make strategic business decisions to stay ahead of the competition.

See Sentiment analysis

Compliance

Adherence to rules, regulations, or laws. Social media compliance is particularly relevant to organizations in regulated industries like healthcare and finance. These businesses face strict rules governing what they can (and must) be communicated to the public, and numerous regulatory agencies have confirmed that these rules extend to social media.

Among other requirements, regulated organizations must be able to demonstrate that they are archiving social communications and supervising the use of social media by their employees.

Learn more: New Technology for Regulated Industries to Deal with the Complexity of Social Media Compliance

Content curation

The process of scouring the Internet for the best, most relevant content for an audience and then presenting it to them in a meaningful way. Unlike content marketing, content curation doesn’t involve creating new content. Instead, it’s about creating value for your audience by saving them time and effort. There’s no shortage of content out there, but not all of it is worth reading. Organizing relevant content into pinboards, newsletters, or weekly roundups can help you build an audience and demonstrate your subject-matter expertise.

Learn more: A Beginner’s Guide to Content Curation

Content discovery

A process used by marketers to uncover valuable content and trends relevant to their audience. Content discovery helps shape a successful content marketing strategy and can be executed in numerous ways.

Learn more: 5 Ways to Find Trending Topics (Other than Twitter)

Content management system (CMS)

An online application that allows you to draft, edit, share, schedule, and index your content. Popular web content management systems have polished interfaces that allow you to publish content without knowing code. Hootsuite is a CMS.

Content marketing

The practice of attracting and retaining customers through the creation and distribution of valuable content, such as videos, white papers, guides, and infographics. Marketers hope to earn customer loyalty and influence decisions by publishing useful, entertaining, or educational content.

Take the Michelin Guide, first published by the tire company Michelin in 1900. Rather than simply advertising their tires, Michelin provided maps, car-repair advice, lists of hotels, and other valuable information that would encourage more driving. Over time, the Michelin Guide evolved into the world’s most influential guide to restaurants—and has driven massive brand awareness and loyalty for Michelin. With the rise of social media and search engines, content marketing is now a vital technique for businesses of all sizes.

Learn more: Content Marketing 101: Your Guide to Creating Successful Campaigns

See Social media marketing

Conversion

A positive action taken on a website. The action demonstrates that the visitor is “raising their hand” and becoming a lead or customer. Sales are just one type of conversion; other examples include webinar registrations, newsletter signups, gated-content downloads. Once a conversion takes place—usually involving the capture of a name and email address—a lead can be nurtured into a customer. In social marketing, conversion tracking is crucial to properly attributing revenue to social-media efforts.

Learn more: Smart Ways to Drive Conversions on Social Media

Related: Social media ROI

Cost per click (CPC)

See Pay per click

Cover photo

The large, horizontal image at the top of your Facebook profile or business page. As with profile photos, cover photos are public. This prime real estate is a great place to display a unique representation of who they are, what their business is, or what they care about.

Learn more: Social Media Image Sizes: A Quick Reference Guide for Each Network

Creative Commons

A license that allows the public use of otherwise copyrighted material. For social marketers, Creative Commons licenses are helpful when sourcing images to illustrate content. Unless you are using your own images or have purchased the rights to an image, you can use only Creative Commons images (search.creativecommons.org aggregates a number of search options). There are different levels of Creative Commons licenses that restrict whether an image can be used commercially, modified, or remixed, and whether attribution is required.

Learn more: Can I Use This Photo on Social Media? Understanding Image Copyright

Creep

The practice of whiling away the hours browsing someone’s profiles, photos, and videos on social media. Need to stalk your latest Tinder match—I mean, read up on the person who’s interviewing you for that job you want? A good creep will give you the details you need. (No judgment—it’s RESEARCH!)

Crisis management

The social media governance measures a company has in place to manage social media risk and react in the event of a crisis. The definition of crisis can be wide ranging, from security hacks to Freudian Twitter slips (hello, accidentally posting a personal tweet to the company account) and even external events that result in an influx in social mentions. A crisis-management strategy is vital to organizations of any size that want to manage their social media risk and respond effectively.

Learn more: Social Media Crisis Management: How to Prepare and Execute a Plan

Crowdsourcing

Leveraging your online community to assist in services, content and ideas. Business applications for crowdsourcing include getting your audience to help translate your product, or asking industry experts to contribute tips and tracks for an upcoming blog post.

—D—

Dark social

Any social media content that is shared outside of what can be attributed to a known source. For example, if you pasted this blog post’s URL and shared it with your entire iPhone contact list, the resulting visits would be categorized as dark social.

Learn more: Everything You Need to Know About Dark Social

Dashboard

In a social relationship platform, a single screen where marketers can view their feeds, see and interact with ongoing conversations, monitor social trends, access analytics, and more.

Learn more: Hootsuite Dashboard Overview

Deflection rate

The percentage of customer-service issues that are transferred from social media to another communications channel, such as email, telephone, or live chat.

Direct message

A private Twitter message. Direct messages can be sent only to Twitter users who are already following you—and you can receive direct messages only from users you follow unless you have opted into receiving direct messages from anyone in your user settings.

Disappearing content

Content that vanishes after a set amount of time (such as Snaps and Instagram Stories).

See Ephemeral content

Learn more: Snapchat, Instagram Stories, or Facebook Stories—Which is Right For You?

Display ad

Typically, small visual advertisements that are shown on websites. Common formats include images, Flash, video, and audio. They can also be text-based (for example, Google AdWords lets you build text-based display ads). In general, display ads are used for large audience-based media buys or retargeting.

Doxing

The (very frowned-upon) practice of searching for and publishing the personal information of a private individual. Doxers use these attacks as a means to threaten or intimidate their targets

—E—

Electronic discovery (e-discovery)

The gathering and exchange of relevant electronic records (such as social media communications) during a legal case or government investigation. Many organizations are required to securely and consistently archive all digital communications so that they can be produced in e-discovery.

See Compliance

Embedded media

Digital media that is displayed outside of its native setting, such as within another piece of content (e.g., a GIF embedded into a Facebook comment, or a YouTube video shared in a tweet).

Emoji

Tiny images used to convey a wide spectrum of emotions across a variety of digital channels, from text messages to social media. Emoji evolved from their more primitive predecessors, emoticons, which were made using characters already on the standard keyboard. They first appeared in the Japanese digital lexicon in the late 1990s. In 2010, the Unicode Consortium (an international arbiter of standards for encoded characters) approved Google’s proposal to recognize and standardize emoji internationally.

Emoji have become so ubiquitous that iOS and Android both have emoji keyboards built into their systems. Emojipedia is a helpful resource to learn the meanings behind emoji before using them in social content. (Use that eggplant sparingly, friends.)

Many major brands have (at an eye-popping cost) created branded emoji to accompany hashtags for big marketing campaigns. Twitter published the results of a research study on branded emoji back in 2016.

Learn more: The Definitive Emoji Guide for Social Media Marketers

Employee advocate

An employee who is willing to promote and defend a company both online and off. Like their consumer brand advocate counterparts, passionate employees can influence the purchasing decisions of their friends, family, and other social contacts.

Employee amplification

The re-sharing of a company’s social content by its employees as part of an empowerment model. Organized and coordinated amplification programs leverage employee advocates at scale to greatly increase the social reach of a brand.

Learn more: Employee Advocacy on Social Media: How to Make it Work for Your Business

Empowerment model

An organizational approach to social media that emphasizes participation and initiative from all departments, teams, and employees.

Engagement

Talking to, messaging, or otherwise interacting with other people on social networks. Engagement broadly encompasses many types of actions, from commenting on Instagram posts to producing a Facebook Live show with an open Q&A. Engagement is central to any social media strategy.

Learn more: How to Increase Social Media Engagement: A Guide for Marketers

Engagement rate

The percentage of users who saw your social media post and took some action (clicked the link, replied, shared, retweeted, etc.). Engagement rate is a valuable metric to gauge the success of your social media messaging. Twitter Analytics provides in-depth engagement rate data for every tweet you send.

Learn more: How to Use Twitter Analytics: The Complete Guide for Marketers

Ephemeral content

See Disappearing content

Learn more: Snapchat, Instagram Stories, or Facebook Stories—Which is Right For You?

—F—

Facebook

Launched in 2004, a social media platform that evolved from Facemash, Mark Zuckerberg’s website that allows Harvard students to rate the attractiveness of their peers. Facebook was originally limited to university students but went global in the years to come, taking over the world with pokes, likes, posts, and comments.

The site and its founder have been in the news from its earliest days, attracting more their their share of controversies ranging from censorship to privacy concerns and data breaches.

Today, brands can use Facebook to connect with audiences worldwide through content and social advertising.

Learn more: How to Advertise on Facebook: The Complete Guide

Facebook fan

A user who likes your Facebook Page.

Facebook group

A space on Facebook where you can communicate and share content with a select group of people. There are three types of groups: public, closed, and secret. Make sure you understand the privacy settings of any group that you’re a member of (here’s a useful table for reference)—and remember that even in a closed or secret group, your information can still be copied, pasted, and shared. You can join a maximum of 6,000 Facebook groups, and if you ever bump up against that threshold, we’re dying to hear your story.

Facebook Live

A Facebook feature that allows you to stream live video to your family, friends, and followers. You can get live reaction during your broadcast and interact with viewers in real-time.

Learn more: Facebook Live Video: The Complete Guide to Live-Streaming for Business

Facebook notes

A Facebook feature that enables users and brands to publish longer content to Facebook. Users can format their notes like blog posts with features such as header images, photos, quotes, links, and hashtags

Facebook Offers

A Facebook Ads feature that allows brands to share special deals and discounts with their social media audiences. Businesses can create online or offline (in-store) offers, and can share these in an Offers ad or a post on their Page.

Facebook reach

The number of unique users who have seen content from your Facebook Page. Reach is not the same as impressions, which is the total number of times your content is viewed (including multiple views from the same user).

Facebook provides two different reach metrics:

Total reach: the number of unique users who saw any content associated with your Page during the last seven days, including those who view your Page posts, visit your Page after searching for it, and see ads associated with your Page.

Post reach: the number of unique users who have seen a particular Facebook Page post in their News Feed.

These two categories can be broken down further:

Organic reach: the number of unique users who saw your content without your having to pay for it. The vast majority of organic reach occurs when Facebook’s algorithm places your posts in your fans and followers’ News Feeds.

Paid reach: the number of unique users who saw your content because you purchased visibility for it, either by boosting it or buying an ad.

Facebook Reactions

Ways Facebook users can react to posts beyond a simple “like.” Introduced in February 2015, current reactions include: “love,” “haha,” “wow,” “sad,” and “angry.” (We’re campaigning for an “ewww” reaction, as well as an “eye roll.”)

Facebook Town Hall

A Facebook feature that helps citizens connect and interact with their government representatives at the state, local, and federal level. Users can look up their representatives by inputting their home address, then use the Town Hall page to follow all their elected officials, get reminders to vote, and display a constituent badge on their comments when they post to a politician’s page.

Facebook Watch

A video platform that features made-for-social TV shows and longer content on the social network everyone loves to hate.

Favorite

An indication that someone likes your tweet, given by clicking the heart icon.

Feed

The social media data format that provides users with a steady stream of updates and information.

Filter

A photographic effect that can be applied to images before publishing them, from simple black-and-white or sepia to those ubiquitous flower crowns and puppy ears. Available on Instagram, Snapchat, Facebook Messenger, and many other apps with camera integrations, the popularity of filters has resulted in the hashtag #nofilter, a proud declaration that your latest photo is unedited.

First response time

The time it takes a company to give its first response to a customer’s comment or inquiry on social media. This can be a key performance indicator for social customer service, because even if the issue is not resolved immediately, a quick first response can demonstrate that a company is listening and willing to help.

Follower

A Twitter user who has subscribed to your Twitter feed, in order to see your tweets in their feed.

Followers-to-following ratio

The ratio of your social media followers to those you are following. In an ideal world, you have more followers than users you are following.

FOMO

Short for “fear of missing out,” a phenomenon in the digital age that describes the feeling of sadness or loss at the thought of not being in the room to experience something amazing, especially when it will be described later by other social media users.

Learn more: Social Media Acronyms That All Marketers Should Know

Forum

An online site, also known as a message board, where people can hold discussions.

Learn more: How We Talk Online: A History of Online Forums [EXTERNAL SITE]

Foursquare

A location-based discovery service that helps users find local places and experiences that are relevant to their interests and tastes. Foursquare pioneered the “check-in” and put the idea of real-time location [over]sharing on the map, so to speak, back in 2009. The company has since launched a separate app called Swarm that is exclusively dedicated to check-ins and keeping up with your friends’ comings and goings.

Friend

A person that you connect with on Facebook or another social network. Unlike a fan or follower, a friend is a two-way connection—both you and your friend have to endorse the relationship.

Friend emoji

On Snapchat, a way to reflect a user’s relationship with another user. For example, the cool-guy emoji wearing sunglasses means that two Snapchatters share a best friend on the app.

Friendship page

A page that tells the story of a relationship between two people connected on Facebook. Facebook Friendship pages display a variety of content, including photos that both people are tagged in together, public messages that they have exchanged, and their their mutual friends and interests.

—G—

Geofilter

Special overlays for Snapchat users that reflect the geographic location they are in. Geofilters have also been created by branded partners as well as Snapchat users themselves.

Learn more: How to Create a Custom Geofilter on Snapchat

Geotagging

Adding a specific location to a photo, video, or social media message. The ubiquity of GPS-enabled smartphones has made geotagging a core aspect of social media.

Geosticker

Location-specific Snapchat Stickers. Users must have location services enabled to take advantage of this feature.

Geotargeting

A feature on many social media platforms that allows users to share their content with geographically defined audiences. Instead of sending a generic message for the whole world to see, you can refine the messaging and language of your content to better connect with people in specific cities, countries, and regions. You can also filter your audience by language.

GIF

Pronounced “giff,” with a hard G, no matter what the actual creator of the GIF says. An acronym for Graphics Interchange Format, which refers to a file format that supports both static and animated images. GIFs rose to popularity as a way to react on social media without words.

Facebook and Twitter both now support GIFs. Giphy.com and tenor.com are a great place to start compiling your extensive archive of GIFs, sorted into folders by emotion, obviously.

Learn more: How to Make a GIF: The Complete Guide

—H—

Handle

Your online identity, sometimes the same as your username (Hootsuite’s Twitter handle is @Hootsuite, for example). A consistent handle across all your social media accounts helps with discoverability, as those who follow you on Twitter might want to find you on Instagram or Pinterest as well.

Hashtag

A word or phrase preceded by the “#” sign. Hashtags are a simple way to mark the topic (or topics) of social media messages and make them discoverable to people with shared interests. On most social networks, clicking a hashtag will reveal recently published messages with that hashtag. Hashtags first emerged on Twitter as a user-created phenomenon and are now used on almost every other social media platform.

Some users use hashtags to express themselves, too: #thatsteakwas47ounces #yesiatethewholething #andimoreringdessert

Learn more: The Dos and Don’ts of How to Use Hashtags

Header image

The banner image at the top of a user’s Twitter profile.

Home

Often, the first page you see when you sign into your social media account. It contains a constantly updating timeline or feed of the user activity and news stories in your network.

—I—

Impressions

The number of times an ad, sponsored update, or promoted post is displayed.

Related: Reach, Engagement

Learn more: Reach vs. Impressions: What’s the Difference (And What Should You Track)?

Inbound marketing

Inbound marketing is a data-backed approach to attracting customers to web properties with relevant and helpful content. This content is discovered through channels like search engines and social media.

Related: Content marketing

Inbound volume

The total number of incoming messages addressed to an organization or specific social media account within a given time span.

Influencer

A social media user with a significant audience who can drive awareness about a trend, topic, company, or product. From a marketer’s perspective, the ideal influencer is also a passionate brand advocate. Successful influencer strategies usually involve the coordination of an organization’s marketing, customer service, and public relations teams.

Influencer marketing

A strategy where a business collaborates with an influential person on social media to promote a product, service, or campaign. Think of it as micro-celebrity endorsements, designed for the digital age.

Learn more: The Complete Guide to Influencer Marketing

Instagram

A free online photo-sharing app that allows for the addition of several filters, editing, and sharing options.

Learn more: 24+ Instagram Statistics That Matter to Marketers in 2019, Top Instagram Demographics That Matter to Social Media Marketers

—J—

JOMO

The joy of missing out, also known as the overwhelming inclination to binge Netflix shows, read a book, take a warm bath, or generally retreat from the craziness of the world. The word may stem from the global embrace of the Danish and Norwegian word “hygge”—a coziness and comfortable conviviality with feelings of wellness and contentment, according to Wikipedia—or an adverse reaction to its opposite, FOMO.

Related: FOMO

—K—

Kik

A mobile messaging app. Users connect with others using a username (rather than a cell phone number) to send text, video, images, sketches, and more. Kik also boasts an in-app web browser, so users can check out links and other social media accounts all without leaving the app, making it especially appealing for users as well as the companies trying to reach them.

Key performance indicator (KPI)

A metric that defines whether a marketing campaign or other initiative has succeeded or failed. KPIs for a social media marketing campaign might include brand mentions, replies and retweets, or click-throughs to your website from individual posts.

Learn more: The Social Media Metrics That Really Matter (And How to Track Them)

—L—

Popularized digitally by Facebook—though derived from the dictionary definition—an understood expression of support for content. Along with shares, comments, and favorites, likes can be tracked as proof of engagement.

Facebook’s algorithm adjusts individual content feeds based on like patterns, making for interesting results when consciously meddled with. Find out what happened when a Wired.com writer experimented with liking everything they saw on Facebook.

Learn more: How to Get More Facebook Likes: 10 Tactics That Actually Work, How to Get Instagram Likes: 13 Tips that Actually Work

Like baiting

The annoying practice of explicitly requesting likes (or shares and comments) to increase engagement on Facebook. (By the way, mathematically, one like equals one prayer.) Facebook has adjusted its algorithm to reduce the visibility of like-baiting posts in users’ news feeds.

Learn more: The End of ‘Like-Baiting’ on Facebook?

LinkedIn endorsement

A connection’s recognition of another person’s skill, such as Content Marketing, Web Programming, or Cake Baking. Endorsements, a form of social proof, boost your credibility through third-party confirmation that you actually have the skills you say you have. Users can endorse the skills of only their first-degree LinkedIn connections.

LinkedIn recommendation

A written compliment from a connection that you can display on your LinkedIn profile to impress hiring managers, potential clients, and the 428 conference attendees you carpet bombed with your business card. There’s no limit to how many recommendations you can give or request, but remember that the most authentic recommendations come from people that you’ve actually worked with. If you receive a lackluster recommendation that you would rather not display, you can easily hide it from your profile. You can also edit, remove, or hide recommendations of your own LinkedIn connections any time.

Live Stories (Snapchat)

Curated streams of user-submitted Snaps from various locations and events. Users who have their location services on at the same event location will be given the option to contribute Snaps to the Live Story. The end result is a Story told from a community perspective.

Livetweet

To post comments and participate in Twitter conversations while an event or situation is happening. Users might livetweet anything from a conference keynote to the latest protest they’re attending — or even something as banal as watching a relationship blossom between two airline passengers in the row in front of them (the #PlaneBae saga was a sublime livetweet adventure that, like many social media phenomena, quickly went south).

Lookalike audience

In digital advertising, a group of users who are similar to people who already interact with your business online—meaning they are more likely to be receptive to content related to your products and services.

Learn more: How to Use Facebook Custom Audiences: A Step-by-Step Guide

Lurker

The digital equivalent of the “longtime listener, first-time caller,” someone who watches a social media feed in silence for a period of time before actually engaging with the content with a like or reply.

—M—

Machine learning

An algorithm that allows software to become more accurate in predicting outcomes without being explicitly programmed to do so. A common example of machine learning is Facebook’s ability to recognize faces in photos. Amazon’s uncanny product-recommendations engine and your email provider’s spam filters are other great examples of machine learning.

Marketing automation

A combination of tactics and technology platforms that enable automatic delivery of personalized content to prospects and customers through a variety of online channels. The idea behind marketing automation is giving website visitors and leads the information they need when they need it—and doing so at scale, where is where the automation comes in.

Marketing automation isn’t about blindly scheduling content. Ideally, marketers will segment and score their marketing contacts, then nurture those potential customers with carefully tailored and timed messaging to move them toward an eventual purchase.

Solid social media marketing can attract new inbound leads, providing fuel for the marketing automation engine. Marketers can also make that engine more efficient by using social media data to learn more about their leads over time.

Related: Content marketing

Meme

An idea, fashion, or behavior that is transmitted from person to person through media, speech, gestures, and other forms of communication. The term was conceived by evolutionary biologist Richard Dawkins in the 1970s, but it has taken on greater relevance in the digital age. If you’ve spent more than five seconds on the internet, you’ve probably encountered a meme. From reaction GIFs of an unimpressed Chloe in her car seat to videos of home runs set to Celine Dion’s epic “My Heart Will Go On,” memes tug at something in us that compel us to share, upvote, or remix them.

In Dawkins’ theory, memes are ideas (or fragments of ideas) that are copied and combined as they move from person to person, much like genes are passed from generation to generation. Dawkins surmised that we could use the concept of evolution by natural selection to understand how ideas spread and change over time. Some memes spread far and wide, some die out, and others mutate—and with trending topics and social analytics, we can now watch their life cycles in real time.

Mention

The act of tagging another user’s handle or account name in a social media message. Mentions typically trigger a notification for that user and are a key part of what makes social media “social.” A properly formatted mention also allows your audience to click through to the bio or profile of the user in question.

Learn more: What are Social Mentions and How to Track Them

Messenger

An app that allows Facebook users to send one another instant messages through a smartphone. Facebook’s Messenger app is now a necessity to access messages from mobile; users can no longer see their messages through a web browser.

Microblogging

Publishing smaller, more frequent quantities of content to platforms such as Twitter or Tumblr.

Multichannel attribution

An analytics tactic aimed at better understanding how customers discover, evaluate, and purchase your products or services. When people buy products, they rarely complete a purchase in one step. For example, they might hear about a brand in a tweet, later see a banner ad for the product, then perform a Google search, and then, many days later, finally visit the website to purchase. Multichannel attribution attempts to give relative value to each of these channels, treating each channel as a contributor to a customer’s eventual purpose. The goal: better understand the process by which your customers—and develop a holistic understanding of how each marketing channel impacts that process.

Mute

A Twitter feature that allows you to edit users out of your feed without them knowing. They still see that you follow them, and they can still favorite, retweet, and reply to you, but you don’t see any of their activity in your timeline. Muting a user is not the same as blocking them.

My Eyes Only

A Snapchat feature that lets you save Snaps from Memories to a private, passcode-protected area. For more information on using My Eyes Only, check out Snapchat’s guide.

Learn more: How to Use Snapchat Memories to Grow and Engage Your Audience

—N—

Net Promoter Score

A customer loyalty metric that based on a single simple question: “On a scale of 0 to 10, how likely is it that you would recommend our company, product, or service to a friend or colleague?” People who respond with a 9 or 10 are designated as “promoters,” 7 or 8 as “passives,” and 6 or lower as “detractors”. The percentage of customers that are detractors is then subtracted from the percentage that are promoters to arrive at the company’s NPS (passives are ignored, because that’s their lot in life). Scores range from +100 to -100.

Newsjacking

Also known as trendjacking, the act of referencing or involving yourself in a news story or trending topic in order to connect with the audience following or discussing that story. Injecting your own story into a news story has become much easier with social media, as users can simply use hashtags or search terms to attach their content to breaking news. (Remember Oreo’s famous “dunk in the dark” tweet during Super Bowl XLVII? Newsjacking at its finest. The other brands that jumped on the bandwagon afterward? Lame trendjacking.)

Newsjacking or trendjacking should be done only if there is are close ties between your product or service and the story in question. Simply attaching a news hashtag to content that is completely unrelated is not a best practice, and will likely draw the ire of your followers.

Notification

A message or update sharing new social media activity. For example, if somebody Likes one of your Instagram photos you can receive a notification on your phone that lets you know.

—O—

Omnichannel marketing

An approach to marketing that creates an integrated experience for audiences no matter what device they’re using or which platform they use to interact with a brand.

Organic reach

The number of unique users who view your content without paid promotion. People find social content organically through their own news feeds—either from companies whose pages they’ve liked themselves, or shared by friends or connections.

Learn more: Organic Reach is in Decline—Here’s What You Can Do About It

Ow.ly

A URL shortener that condenses your links into a shorter, more social-friendly format. ow.ly is Hootsuite’s proprietary URL shortener that’s built right into the platform. It allows you to track real-time clicks and export detailed summaries of your shortened links’ performance. And it’s not just for use within Hootsuite—you can use your shortened links in emails and on webpages, too, if you want to track their performance beyond social.

—P—

Paid reach

The number of users who have viewed your published paid content, from ads to sponsored and promoted content. Paid reach generally extends to a much larger network than organic reach—messages can potentially be read by people outside of a concrete contact list.

Learn more: Organic Reach is in Decline—Here’s What You Can Do About It

Pay per click (PPC)

Also known as cost per click (CPC), a type of advertising where an organization pays each time a user clicks on an advertisement. The costs incurred during a PPC campaign vary based on the competitiveness of the keyword phrase an organization is targeting with its ads.

Periscope

A livestreaming service acquired by Twitter in 2015. The platform allows users to broadcast video directly from a smartphone (plus a few other devices), and viewers can interact with the live video through comments and hearts. Its one-time popularity appears to be dwindling, but dedicated users are hoping to save it from going the way of Vine.

Learn more: How to Use Periscope for Business: The Ultimate Marketing Guide

Permalink

The URL of an individual piece of content. Permalinks allow you to directly reference a specific piece of content instead of searching for it in the feed or timeline where you found it. You can quickly find an item’s permalink by clicking on its timestamp.

Phishing

An attempt to fraudulently acquire sensitive information such as usernames, passwords, or credit card information by authentic-looking electronic communication, usually email. Also a method of spreading electronic viruses by exploiting security weaknesses.

Learn more: 8 Social Media Security Tips to Mitigate Risks

Pinned tweet

A tweet that has been pinned to the top a Twitter profile page. Pinning a tweet is a great way to feature an important announcement—or that time you got retweeted so many times that you had to write a follow-up to promote your SoundCloud. If your tweets are public, anyone who views your profile page will see the tweet.

Favorite links stored on Pinterest. Every Pin is made up of a picture and a description given by the user; when clicked, a Pin direct users to the source URL of the image. Other users can like or Repin your Pins. Users can also organize Pins by theme or event into visual collections.

See Pinboard

Pinboard

A collection of Pins on Pinterest. A Pinboard can be organized by any theme and can either be private or public. Some examples of Pinboards: Short Hairstyles, Dream Tattoos, Bridesmaid Hell, Whole30 Keto Instant Pot Desserts, Cats I Want to Pet.

Learn more: Secrets to Pinterest Success from 3 Top Influencers

A visual organizer for saving and sharing links to sites and other media you like—also known as Pins. Pins are represented by an image and description of your choosing and organized into collections called Pinboards. Pinterest users can share their Pins with others, or Repin pictures they liked from other users. Think of Pinterest as a virtual scrapbook, or a bookmarks page with pictures. Common uses include event planning, recipe collection, and fashion blogging — but savvy businesses across a spectrum of industries are learning to leverage this platform to grow their audience. Learn from these brands how to do it well.

Learn more: How to Use Pinterest for Business: 8 Strategies You Need to Know

Post

A social media status update, or an item on a blog or forum.

Private

A setting on a social media account (such as Instagram or Twitter) that protects content from the public. Users must request to follow private accounts to see the content.

Related: Protected

Promote Mode

A Twitter Ads feature that automatically promote your first 10 tweets every day to a specified audience—for a flat fee of $99 per month. Twitter estimates that accounts using Promote Mode will reach an average of 30,000 additional people.

Learn more: How to Use Twitter Ads Like a Pro and Get the Most Out of Your Budget

Promoted Accounts

A Twitter Ads feature, announced in 2010, that invites targeted users to follow a certain account. This function is used to quickly grow a Twitter handle’s following. Promoted accounts appear in users’ timelines, Who to Follow suggestions, and search results.

Promoted Trends

Promoted Trends are a Twitter Ads feature that allows an advertiser to promote time-, context- and event-sensitive trends to the top of the Trends list on Twitter. They are clearly marked as “Promoted.”

Promoted Tweets

Promoted tweets are native advertisements targeted to a specific audience available through Twitter Ads. They look almost identical to organic tweets in users’ timelines but include a small “Promoted” marker. Promoted tweets are used by advertisers to reach an expanded audience.

Protected

A private Twitter account. Only approved followers can view tweets and photos from a protected account or access its complete profile. Tweets from protected accounts cannot be natively retweeted, even by approved followers. (But even protected accounts should fear the dreaded screenshot…)

See Private

Publishing approval process

A business procedure for ensuring that outbound social media messages are error-free, on-time, and on-brand. Many organizations now protect their social media accounts by managing them through a social relationship platform (SRP), which provide a safe environment for teams to collaborate on content before publishing. Lower-level employees, interns, or contractors might draft messages, but their content must be approved by managers, supervisors, and/or compliance officers before publishing.

—Q—

An 829-million-user instant messaging platform developed by Chinese company, Tencent Holdings Limited. QQ users can use the platform to play social games, discover music, shop, microblog, watch movies, and group and voice chat.

Quora

A Q&A website where anyone can ask their own question or answer another user’s question. For businesses, Quora can be a fantastic way to establish thought leadership or authority on a certain topic, or interact with users likely to be interested in their products or services.

—R—

Reach

Reach is a data metric that determines the maximum potential audience for any given message. It is not a guarantee that the entire audience will see your social media post.

Reach is determined by a fairly complex calculation that includes number of followers, shares and impressions, as well as net follower increase over time.

See Impressions, engagement

Real-time marketing

The practice of connecting with an online community around current events, trends, and customer feedback—often to a fault. If hopping on a hashtag bandwagon or personalizing a meme to your business (ahem, dentist offices still doing the Harlem Shake) isn’t on brand, it could fall flat with followers.

Learn more: Why “Real-Time” Isn’t Always the Right Time in Social Media Marketing

A popular social networking site where users upvote (positive) or downvote (negative) user-submitted content, from videos and image-based memes to text posts. The most upvoted and commented-on posts appear higher up on the website’s main page, as well as on its many topic-focused sections called subreddits.

See AMA, subreddit

Learn more: How to Use Reddit for Fast (and Accurate) Market Research

Regram

The act of reposting another Instagram user’s image or video.

Learn more: How to Regram: Best Practices for Reposting Instagram Content

Retargeting

An online advertising technique that aims to re-engage website visitors who left a site without converting. (If you’ve ever been followed around on the Internet by that pair of shoes you were drooling over during lunch, you’ve been retargeted.) Retargeting starts with a small tracking tag embedded in your website’s code. Once visitors come to your website, you can then target them as they visit other websites, including search engines, social-media sites, news outlets, and blogs.

The rationale is that these visitors are your best chance to make a sale so instead of advertising to strangers, you spend your budget on prospects who have already visited your website.

Repin

To share another user’s Pin on your own Pinterest Pinboard. To Repin, simply hover over the Pin you love then select “Repin.” You can either add the Pin to an existing collection or start a new one. Like the Pin but don’t want to to a Repin on it? Like it instead.

A response to someone’s tweet. Unlike direct messages, replies are public.

Response rate

A engagement metric to assess how much you are interacting with your social audience. To calculate your response rate, take the number of mentions that you have replied to in a given time period and divide it by the total number of mentions you have received (excluding retweets).

Response volume

The total number of outbound messages that an organization, team, or specific social media account delivers in response to customer service issues within a given time period.

Return on investment (ROI)

See Social media ROI

Return on relationship (ROR)

A measurement of the value gained by a person or business from developing a relationship. Measuring ROR isn’t easy—it involves not only analyzing connection growth, but also understanding the impact your customers’ voices have on your brand and reputation. This includes sentiment analysis, as well as engagement metrics for your content, like organic sharing rates.

Related: Social media ROI

Retweet

A tweet that is reshared to the followers of another user’s Twitter account. When you click the retweet button on the Twitter website or app, you can opt to republish the tweet as is, or add a comment to explain why you’re sharing it or offer your own hot take on the topic.

Rich pin

A Pinterest post that contains additional content. Rich Pins can be from one of six categories: app, article, recipe, or product. For example, product Rich Pins include real-time information about where to buy the product, pricing, and availability.

Learn more: Best Practices for Sharing Content on Pinterest

RSS

A format for syndicating web content (short for Rich Site Summary or Really Simple Syndication, depending on who you ask; neither is an official acronym). RSS feeds are created in a standard XML format that makes them compatible with a variety of readers and aggregators.

Content creators use RSS feeds to broadcast content (or content summaries) to audiences. Readers can subscribe to RSS feeds without providing personal information, and then automatically receive updates through a news reader or aggregator. RIP Google Reader.

—S—

Scale

The degree to which an organization can effectively use social media across multiple departments and geographies. “Scaling up social media” is an effort to coordinate social listening, engagement, and analytics among multiple groups while eliminating redundancy, confusion, and waste.

Related: Social relationship platform

Learn more: 8 Apps to Help Your Enterprise Organization Scale Social Media

Scheduling

Planning social media updates and content ahead of time, using a social relationship platform (SRP) or another publishing tool. Scheduling saves social professionals time in their daily workflows by allowing them to draft several messages at once, often as part of a publishing approval process. It also enables them to reach audiences in different time zones and organize extended marketing campaigns.

Learn more: How to Schedule Tweets and Save Time, How to Schedule Facebook Posts to Save Time, How to Schedule Instagram Posts

Screenshot

A photo that captures activity on a computer screen or smartphone display. For Snapchat users, given the ephemeral nature of its content, the ability to take a screenshot by either party has proven controversial. Snapchat notifies users when someone takes a screenshot of their content, but there is currently no way to prevent it from happening altogether.

Selfie

A self-portrait photograph, usually taken with a smartphone and shared on social media sites.

Sentiment analysis

An attempt to understand how an audience feels about a brand, company, or product based on social data. Sentiment analysis typically involves natural language processing or another computational method to identify the attitude contained in a social media message. Different analytics platforms—such as Hootsuite Insights—classify sentiment in a variety of ways; for example, some use “polar” classification (positive or negative sentiment), while others sort messages by emotion or tone (Contentment/Gratitude, Fear/Uneasiness, etc.).

Learn more: Sentiment Analysis Tools for Social Media Marketers

SEO

The practice of increasing the “organic” visibility of a web page in a search engine, such as Google. Although businesses can pay to promote their websites on search engine results pages (Search Engine Marketing, or SEM), SEO refers to “free” tactics that enhance the search ranking of a page.

Learn more: Does Social Media Impact SEO? We Ran an Experiment to Find Out

Share of voice

A measure of how many social media mentions a particular brand is receiving in relation to its competition. Usually measured as a percentage of total mentions within an industry or among a defined group of competitors.

Learn more: 4 Ways To Increase Your Share Of Voice On Social Media

Shortlink

See URL Shortener

SlideShare

A popular social platform for sharing presentations and other business-oriented content. SlideShare makes it easy to embed content on websites and share it to other social networks, such as Facebook, Twitter, and LinkedIn (which has owned the platform since 2012).

Learn more: A Marketer’s Guide to Using SlideShare for Social Media

SMS

The text-messaging service component of phone, web, or mobile communication systems. Brands use SMS for a variety of purposes, from promoting text-based offers to sending service-related reminders. (Twitter leveraged SMS heavily in its early days.)

Snapchat

A photo- and video-messaging app launched in 2011. Users can add filters, text, drawings, or emoji to their content before sending it to their recipients. Snapchat was once unique for its content’s ephemeral nature: Individual messages last only up to 10 seconds before they disappear forever and are erased from the company’s servers. In 2013, Snapchat added the Story feature, which allows users to share replayable Snaps for up to 24 hours in the “Our Story” section.

Learn more: How to Use Snapchat: A Guide for Beginners

Snapchat Discover

A Snapchat feature, limited to top-tier brands and news outlets, with a curated collection of videos by the participating partners.

Snapchat Lenses

Introduced in 2015, a feature that allow users to add animated masks to their selfies. To use Lenses, users must have the camera in selfie mode—and really should be under the age of 25.

Snapchat Memories

A feature that allows users to save Snaps and Stories for later viewing and sharing. Once enabled, Memories will save your content to Snapchat’s servers so it’s accessible anywhere you’re logged in — and you can share those saved Snaps to your Stories for all eternity..

Learn more: How to Use Snapchat Memories for Business

Snapchat Trophies

A gamification feature introduced in 2015 that rewards users with badges for completing in-app challenges and activities. These emoji trophies can be found in the Trophy Case (where else would they be?).

Snapcode

A unique, scannable QR code provided to each Snapchat user. Users can point their phone’s camera at a friend’s Snapcode, whether on a phone or a vector version of the code, to automatically add the other person as a Snapchat contact.

Learn more: How to Use Snapchat Codes to Market Your Business

Snapstreak

What happens when two Snapchat users send Snaps to each other for a consecutive number of days. This will be reflected next to the users’ names with a flame emoji and a number representing how many days the Snapstreak has lasted.

Social commerce

An area of digital commerce where the buying process is assisted by social media and online networks.

Learn more: What is Social Commerce and Why Should Your Brand Care?

Social listening

The process of finding and assessing what is being said about a company, topic, brand, or person on social media channels.

Learn more: What is Social Listening, Why it Matters, and 10 Tools to Make it Easier

Social media management

Technology and business processes for securely managing social media accounts, engaging audiences, and measuring the business results of social media activities. Effective social media management is critical to conducting business on social media. When implemented at scale across departments and regions, coordinated social media management practices allow everyone within the organization to collaborate and achieve measurable outcomes on social media.

Social media marketing

The use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers. Social media marketing should be well coordinated with social customer service, community management, and social selling activities to create seamless relationships with customers.

Of course, social media is just one channel in the overall marketing mix; the most effective social media marketing programs are also integrated into multi-channel strategies.

Learn more: How to Create a Social Media Marketing Strategy in 8 Easy Steps

Social media ROI

ROI stands for “return on investment.” Social media ROI is the sum of all social media actions that create value.

Learn more: How to Prove and Improve Social Media ROI (Includes a Free Calculator)

Social relationship platform

Secure, scalable technologies that allow businesses to manage social media communications of any kind across departments and devices. Think of a social relationship platform as a digital command and control: These tools put everything you need for social media into one place, making it easier to manage. Social relationship platforms are used for monitoring, posting and tracking social media, and help manage everything from customer service to lead generation. Hootsuite is a social relationship platform.

Social selling

The use of social media by sales professionals to increase productivity and generate revenue. Sellers can effectively leverage social media to enhance their reputations, expand their interpersonal networks, and attract new prospects. They can also identify buyers by listening and engaging in the online spaces where potentials customers are conducting research and asking for advice.

Learn more: Social Selling: What it is, Why You Should Care, and How to Do It Right

SoLoMo

A word that combines three consumer trends: social (So); location-based (Lo); and mobile (Mo). SoLoMo is a catchy term that can help marketers keep these important concepts top of mind in their communication efforts.

Spam

Unnecessary and repetitive content that clogs up inboxes and clutters social media feeds. In other words, the bane of your existence. The term “spam” has been used to refer to junk messages since the earliest days of the Internet (take a quick stroll down memory lane with this MentalFloss article on spam).

Learn more: Twitter Makes Changes to Combat Spam: Here’s What You Need to Know

Sponsored posts

Content on a social-media site that has been paid for by a brand or organization. Every social media platform has its own form of sponsored content; brands can leverage sponsored content to get visibility with a larger audience that might be interested in their messages, products, or services.

Learn more: Social Media Advertising 101: How to Get the Most out of Your Budget

Stories

A form of ephemeral content on Facebook, Instagram, or Snapchat that disappears after 24 hours.

Learn more: Snapchat, Instagram Stories, or Facebook Stories—Which is Right For You?

Subreddit

A forum dedicated to a specific topic or theme on the social website reddit. Subreddits are defined by an /r/ in the URL. There are large mainstream subreddits like /r/politics or /r/videos, as well as quirkier subreddits like /r/colorizedhistory, which features old photographs edited to include color, or /r/aww, featuring nonstop cuteness.

The reddit homepage aggregates the most popular content from the site’s tens of thousands of subreddits. You can also customize your own reddit homepage by subscribing to your favorite subreddits.

Subtweet

The stealthy art of disparaging someone in a tweet without actually mentioning their handle. You’re so vain. I’ll bet you think this tweet is about you.

Bonus: Get the step-by-step social media strategy guide with pro tips on how to grow your social media presence.

—T—

Tag

A keyword added to a social media post with the original purpose of categorizing related content. You can also tag someone in a post or photo, which creates a link to their social media profile and associates them with the content. Many services also offer the option to remove unwanted tags from your profile.

The rules individuals must follow to use a product or service. Every social platform has a detailed set of terms of service (ToS for short) that you agree to when creating a profile; if at any point you violate those terms, you can be banned from the service or have your account deleted. Users should take care to understand the agreements they sign when joining a social media site, including the terms of service and privacy policy; these documents are legally binding contracts.

Thread

A string of messages that make up a conversation. Threads begin with an initial message and then continue as a series of replies or comments. Threads are essential to most forms of online communication, including social media and email. Without them, it’s hilariously difficult to keep track of ongoing conversations (see also: pre-2013 Facebook, or email prior to Gmail).

Timestamp

The date and time that a message is posted to a social network, usually visible near the post’s title or corresponding username. Clicking on a timestamp will usually bring you to the content’s permalink.

Top tweets

The most popular and engaging tweets for a given search query, as determined by a Twitter algorithm. Searches on Twitter’s website return top tweets by default, or you can toggle to “All” results to see the full list of matching tweets.

Trend, trending

A topic or hashtag that is popular on social media at a given moment. Trends are highlighted by social networks such as Twitter and Facebook to encourage discussion and engagement among their users. The “trending” concept was first popularized by Twitter and has since been adopted by Facebook and other networks. The trends that you see on Twitter and Facebook are personalized for you, based on your location, who you follow, and the content you like.

Triage

The process of prioritizing, assigning, and responding to inbound social media messages. The term is borrowed from emergency medicine, where it is crucial to assess the relative urgency of every case to prioritize care.

In a social media triage process, incoming messages are filtered, evaluated for urgency, assigned to the necessary parties, and, if necessary, escalated so that the organization can provide the appropriate response (either online, offline, or both).

Troll

A social media user who makes a deliberately offensive or annoying postings with the sole aim of provoking other users.

A Twitter message. Tweets are limited to 280 characters of text (including URLs) and could include embedded photos, videos, and some other forms of media. They are public by default and will show up in Twitter timelines and searches unless they are sent from protected accounts or as direct messages. Tweets can also be embedded in website pages.

Need more than 280 characters to get your message across? Hit the + button below your post to add an additional threaded tweet, then publish them all together.

Twitter

A social network and media platform where users communicate with 280-character messages along with photos, videos, and other content. Twitter is known for real-time discussions on breaking news stories and trends. Oh, and Russian bots.

Twitter card

A media-rich tweet that includes an embedded video, photo gallery, page summary, or other interactive element beyond the text of the message. Cards invite followers to engage with your content directly from their timelines. They are automatically attached to tweets whenever a user includes a link to a webpage with the card’s simple HTML code embedded.

To enable Twitter cards, check out Twitter’s guide for developers.

Twitter list

A personalized, curated collection of Twitter accounts. On public accounts, lists are visible to all users, and users can follow other users’ lists if desired. Users can see a feed of tweets from just one list’s accounts by clicking the name of the list.

Learn more: Twitter Hacks: 21 Tricks and Features You Probably Didn’t Know About

Twitter Moments

According to Twitter, “the best of what’s happening on Twitter in an instant.” By tapping on the lightning bolt symbol, you can see a list of events, news stories, and announcements that are updated throughout the day.

—U—

Unfollow

The action of unsubscribing from another Twitter user’s account. (Don’t want that user to know you’re totally over their tweets? Mute them instead.)

See Mute

Unfriend

Removing someone from a list of social media contacts.

Unroll

The act of splitting a thread of tweets into individual posts for easier digestion (or accessibility for screen readers and other tools designed to help users with various impairments). Services like the Thread Reader App make this as simple as mentioning @threadreaderapp with the word “unroll” as a reply to the thread you want unrolled.

Upvote

A signal of approval or agreement with a post or comment on the social website reddit. Posts with the most upvotes get top placement on the reddit homepage.

URL

Short for Uniform Resource Locator, the location of a website page or other resource on the Internet.

URL shortener

A tool that condenses a URL into a shorter (and more social media friendly) format. Users who click on a short link are redirected to the original web address. URL shorteners, such as Bitly or ow.ly, can also provide link tracking capabilities, which allow businesses to measure click-throughs from social media and attribute website conversions to individual social messages.

Learn more: URL Shorteners: The Unsung Hero Of Social Media Marketing

User-generated content

Media that has been created and published online by the users of a social or collaboration platform, typically for non-commercial purposes. User-generated content is one of the defining characteristics of social media.

Many companies have enthusiastically embraced and encouraged user-generated content as a means of increasing brand awareness and customer loyalty. User-generated campaigns (such as Instagram contests) allow businesses to tap into the creative energies of their customers and use the contributions to fuel ongoing marketing tactics.

Learn more: How to Use User-Generated Content for Marketing

—V—

Vanity metric

Analytics numbers that can be measured but aren’t a signifier of real return on investment. Number of Twitter or Instagram followers, website pageviews, and email opens are examples of vanity metrics. These metrics can offer an inflated sense of a brand’s success and are best when contextualized by more concrete numbers such as click-through rate or visitor-to-lead conversions.

Learn more: 19 Social Media Metrics That Really Matter—And How to Track Them

Vanity URL

A web address that is branded for marketing purposes. Vanity URLs are customized to replace common URL shortener formats with something more closely related to an organization’s branding: For example, instead of ow.ly or a bit.ly, Time Inc.’s vanity URL is ti.me. The New York Times uses nyti.ms.

Verified

An account whose owner has proven their identity with the social media platform provider. This is usually reserved for brands, journalists, and other public figures as a way of preventing fraud and protecting the integrity of the person or organization behind the account.

Learn more: How to Get Verified on Twitter: The Essential Guide for Marketers

Views

In reference to Snapchat, these are users who have looked at your Snap Story. To see who has viewed their story, users simply need to click the eye symbol next to their Story.

Vlogger

Someone who creates and broadcasts video blogs.

—W—

Webinar

A portmanteau of the words “website” and “seminar,” a digital broadcast of a presentation intended to educate or inform. Webinars allow users to see or hear a presentation from their own computer or other device, and often interact directly with the presenter or fellow attendees through chat or video.

—Y—

YouTube

Can be used as a noun to describe the website on which users upload, store, and share videos, or as a verb to describe the practice of consuming/creating content from/for the website. For example, “Have you seen my YouTube video?” or “I YouTubed Ariana Grande’s new music video.”

Use Hootsuite to easily manage all your social media channels from one dashboard. Grow your brand, engage customers, keep up with competitors, and measure results. Try it free today.

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Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

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...Looked exactly like the number-one result from Content Marketing Institute:

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They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

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He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

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“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

0 notes

riceschofield58-blog · 6 years

Text

Buy And Get facebook Followers!

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0 notes

readersforum · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

New Post has been published on http://www.readersforum.tk/5-real-examples-of-advanced-content-promotion-strategies/

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

…Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook’s organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

0 notes

tracisimpson · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

...Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

#The Moz Blog Blogger

0 notes

swunlimitednj · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

...Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

from Blogger http://bit.ly/2DdF3fY via SW Unlimited

0 notes

tranlinhlan · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

...Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

via Blogger http://bit.ly/2TYju8N

0 notes

isearchgoood · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

...Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

via Blogger http://bit.ly/2ARzzpp #blogger #bloggingtips #bloggerlife #bloggersgetsocial #ontheblog #writersofinstagram #writingprompt #instapoetry #writerscommunity #writersofig #writersblock #writerlife #writtenword #instawriters #spilledink #wordgasm #creativewriting #poetsofinstagram #blackoutpoetry #poetsofig

0 notes

neilmberry · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

...Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

5 Real Examples of Advanced Content Promotion Strategies published first on http://elitelimobog.blogspot.com

0 notes

christinesumpmg · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

...Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

http://bit.ly/2RPSv1K

#5 Real Examples of Advanced Content Promotion Strategies

0 notes

rodneyevesuarywk · 6 years

Text

5 Real Examples of Advanced Content Promotion Strategies

Posted by bsmarketer

Here’s how Kissmetrics, Sourcify, Sales Hacker, Kinsta, and BuildFire have used advanced content promotion tips like newsjacking and paid social to elevate their brands above the competition.

1. Use content to fuel social media distribution (and not the other way around)

(image source)

...Looked exactly like the number-one result from Content Marketing Institute:

(image source)

They produced marketing guides and weekly webinars to transform initial attention into new leads:

They also created free marketing tools to give prospects an interactive way to continue engaging with their brand:

(image source)

He would then use Sleeknote to build forms tailored to each blog category to transform blog readers into top-of-the-funnel leads:

Respected industry vets like Avinash Kaushik, for example, would often share their blog posts. And Avinash was the perfect fit, because he already has a loyal, data-driven audience following him.

So that single tweet brings in a ton of highly-qualified traffic — traffic that turns into leads and customers, not just fans.

2. Combine original research and newsjacking to go viral

(image source)

“Except, the dude was charging like $10,000 to cover it and taking six weeks to produce.” That gave Nathan an idea. “I think we can produce this way faster.”

They “used their own platform, had samples done in less than a week, and had a site up the same day.”

(image source)

The only problem is that they used some images of Conor in the process. And apparently, his attorney’s didn’t love the IP infringement. A cease and desist letter wasn’t far behind:

(image source)

This result wasn’t completely unexpected. Both Nathan and the marketing partner knew they were skirting a thin line. But either way, Nathan got what he wanted out of it.

3. Drive targeted, bottom-of-the-funnel leads with Quora

By using Quora as a research tool, he would find new topics that he can create content around to drive new traffic and connect with their current audience:

4. Rank faster with paid (not organic) social promotion

Within hours their post was also ranking on the first page for the term “bootstrapping,” which receives around 256,000 monthly searches.

How did that happen?

Brian uses the “Click Campaigns” objective on Facebook Ads for both lead gen and content promotion. “It’s the best for getting traffic.”

Facebook's organic reach fell by 52% in 2016 alone. That means your ability to promote content to your own page fans is quickly approaching zero.

(image source)

If they don’t see it, Brian will “turn it into an ad and run it separately.” It’s “re-written a second time to target a broader audience.”

We confirmed this through a series of promoted content tests, where different ad types (custom images vs. videos) would perform better based on the campaign objectives and placements.

(image source)

5. Constantly refresh your retargeting ad creative to keep engagement high

(image source)

Here’s how David Zheng does it for BuildFire:

(image source)

Conclusion

http://bit.ly/2RPSv1K

#5 Real Examples of Advanced Content Promotion Strategies

0 notes