ROME – Italian officials warned Wednesday that negotiations with the J. Paul Getty Museum were close to breaking down and suggested the Los Angeles museum could face sanctions if a deal is not reached early next year. Culture Minister Francesco Rutelli reiterated previous demands that the museum return 47 ancient Greek and Roman artifacts that he said were “unequivocally” smuggled out of Italy over the last 25 years. Last month the Getty announced it would return 26 of the requested objects – a decision the Italians called unsatisfactory. “We are at the last chapter. Either there is a deal and all the requested pieces are returned to Italy, or there will be a break,” Rutelli said at a news conference. Rutelli said he hoped the Getty would respond to Italy’s demands by the beginning of the year. He declined to elaborate on any retaliatory measures Italy might take. Ministry officials have said sanctions could include suspension of work with Italian institutions on research, cultural studies, excavations, exhibits or artwork loans. Italy has been aggressively campaigning to recover antiquities it says were smuggled out of the country and sold to museums worldwide.160Want local news?Sign up for the Localist and stay informed Something went wrong. Please try again.subscribeCongratulations! You’re all set! Officials for the Getty Trust issued a joint statement saying they hoped to resolve the situation and that negotiations had stalled over a Greek statue they say was found in international waters. “We want to reiterate how important it is to resolve our differences,” the statement says. “Italy and the Getty have many common interests when it comes to the arts. … We are committed to continuing our cooperative work in the areas of exhibition, conservation and scholarship.” Getty officials believe that “Statue of a Victorious Athlete,” a bronze dating to Greece around 300 B.C., was found in international waters off Italy’s eastern coast in 1964 and that Italy has no claim to it. Getty officials have denied knowingly buying any illegally obtained objects. Rutelli said Wednesday that Italian state lawyers say the Greek statue belongs to Italy even if it was found in international waters because it was brought into Italy and then exported illegally.
8 Best WordPress Hosting Solutions on the Market Why Tech Companies Need Simpler Terms of Servic… Silicon Alley Insider spotted the New York Times web site displaying reader comments prominently under the top story on their front page today. The comments in-and-of themselves are not newsworthy — they came from a post on the site’s news blog and the Times has linked to comment threads on the main page before. But this is, to anyone’s recollection, the first time the site has actually displayed the actual comments themselves on the site.Henry Blodget at Silicon Alley Insider thought the move was a good one, writing, “Hats off to the company’s web team for this smart move!” Other bloggers weren’t so upbeat. While it seems that the NYT times took pains to make sure that comments from both ends of the political spectrum were represented for their main page selections — often to one extreme or the other — and comments were edited to fit the space, I do question the wisdom of giving reader commentary such prominence on the site’s index page.Image from Silicon Alley Insider.We’ve praised news sites for adding reader commenting as a feature to their web sites in the past, and we recently had kind words about the New York Times Facebook app. However, giving reader comments such a prominent position is dangerous. Readers of news sites (and blogs) go to those specific destinations to read news in the voice they expect — not to see a public argument from commenters.I would applaud an expansion of New York Times comments beyond blogs to general news stories — I think commenting is great; it gives readers an outlet for instant response and keeps writers honest. But publishing comments on the main page, especially so prominently under the main story, seems like a bad idea. What do you think? Leave your thoughts in the comments below (we won’t publish them on the main page, though!). josh catone 1 Top Reasons to Go With Managed WordPress Hosting Related Posts Tags:#news#web A Web Developer’s New Best Friend is the AI Wai…
how we do business Search marketing efforts must target multiple stakeholders in a business, each with different expectations and points of view. Author: While Michelle agrees that search marketing should be a top priority for any business, she notes that B2B companies must employ different tactics than those of consumer-based businesses, thinking mostly in terms of target keywords, online content and link building. . Content is key. viral video 1. Soren takes a step back and evaluates some broader ways social media has made an impact on how we do things. For one thing, as social media increasingly becomes a trusted source of information, it’s changed where people get their news. In addition, it’s affected Author: SEO for Lead Generation Kit “Everything has beauty, but not everyone sees it.” on , how we meet and stay in touch with people, what we reveal about ourselves and the things over which we have influence. ? Josh compiles a list of 10 noteworthy viral videos from 2009 and helps us understand why they were so successful. They key for marketers, he says, is to have a solid understanding of the brand, who the brand’s target is and what moves that particular audience. And while there is no surefire guarantee a video will go viral, we can all learn from some Getting found is just the beginning for B2B companies. right results and do more than just get found. There is no secret sauce for ensuring a video goes viral, but you can learn a lot from others’ successes. Lesson: Rohit Bhargava For search marketing, make sure you’re focusing on the right tactics considering your type of business. 5 Essential Blogging Tips from the Father of Chinese Philosophy Who doesn’t love a great “The essence of knowledge is having it, to apply Don’t try to satisfy your whole audience with every post. 4 Social Media Ideas for the Reluctantly Social Brand Mashable ? Well, considering blogging is fairly new and he died over 2,500 years ago, probably nothing. However, a lot of what he said can be applied to blogging philosophy. In Michael’s article, he highlights several quotes from Confucius that he encourages bloggers to keep in mind when trying to develop a successful blog: Target keywords must be robust. “What you do not want done to yourself, do not to others.” Download our We all know that social media has substantially changed the way we market products, services and ideas, but have you stopped to think lately how it’s also changing your everyday life? on Author: Use social media for internal training and experimentation by creating a password-protected blog or private wiki. Dedication and hard work are key. The Fun Theory of on “When anger rises, think of the consequences.” . It’s short, sweet, entertaining and gets the point across. What’s not to love? . Piano Stairs it.” , which has over 9 million views, created for Volkswagen’s campaign, is a great article full of tips for B2B companies on how to maximize their Soren Gordhamer To kick off qualities that many viral videos share The 10 Most Innovative Viral Video Ads of 2009 5 Ways Social Media is Changing Our Daily Lives Originally published Dec 11, 2009 7:02:00 AM, updated July 18 2013 Notice what people like/dislike about your blog, repeat the good things and discontinue the bad. “I hear and I forget. I see and I remember. I do and I understand.” Be confident in your posts and show you’re an authority on the topic, but avoid smugness and arrogance. Lesson: Author: 4. Image from Shutterstock Josh Warner “Respect yourself and others will respect you.” Social media is affecting our lives in more ways than one. Mashable My favorite video on Josh’s list? business blogging Michelle Bowles Negative blog comments are inevitable. Respond rationally and carefully. Michael Aagaard Lesson: list of this week’s top stories on Copyblogger She expands upon the following five points: 2. As Rohit highlights, it’s easy for businesses to think twice — or even ten times — when it comes to the decision to start using social media. And with all the stories out there of companies who have done wrong and been scrutinized for it, it’s even easier to wonder what is the 5 Must-Read Tips for B2B Search Marketing There are plenty of ways to dip your toe in and test the social media waters. search engine optimization for lead generation kit Lesson: of search marketing Influential Marketing Blog . Top Rank Online Marketing Blog way to get started. If your company is one of these reluctant brands, Rohit has a few ideas to help get you to Learn more about how you can optimize your site to get found online in search engines to generate more leads for your business. tools: When it comes to link building, think outside the box. Experiment with content aggregation, which means gathering already-existing, valuable content rather than creating your own. Lesson: Post videos you might already have (e.g. training videos) on YouTube and disable the comments function. If you give away your knowledge for free, people will read your blog. Tune in to what keywords people are using to talk about your industry. InboundMarketing.com our 5. begin engaging with social media What did Confucius know about Author: Confucius probably would’ve made a great blogger. 3. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
New Media thought leader, Brian Solis, shares how to implement and manage a Social Media Optimization (SMO) program.Download the Webinar Now and learn how to increase your visibility in social media! Social Media Marketing With Google owning 72% of the US search market I often wonder who Google thinks of as its competitors. Whilst Bing’s relaunch provided an improved search engine over MSN Live, I wonder whether it’s actually proving better than Google. I still Google rather than Bing!So if not a rival search engine, who might Google think of as competition? I believe the answer to that question is YOU. If you have a social graph then you threaten Google’s dominance as the go-to source of information, as Nielsen research shows that consumers trust real friends and virtual strangers more than search engine algorithms. Despite efforts, Google has yet to crack social media as such, as evidenced by the recent announcement that Google is looking to hire a “Head of Social”. As customer research patterns evolve from simply “Googling” products or services to consulting their social graph for opinions on a product or service, prospective customers might themselves be the ones finding products rather than products finding them through traditional outbound marketing. “Being the brand” or “having the product” that a social graph is discussing virally will be paramount, as evidenced by Ford’s effort to go viral with its Fiesta model.What does this ultimately mean for marketers? Actively participating in social media is becoming increasingly important. Here are some helpful hints to help you positively situate your brand and product or service in social media:Put your ear to the ground. Track your brand and important business keywords in social media outlets to find out what people are saying about you and related services. Set up an RSS feed of your target terms to stay updated. Listen first, sell second.Invite dialog and customer feedback. This will afford you the great chance to interact with your customers and prospects.Think of social media as a cocktail party. Offer insightful information in your interactions and don’t just go on about yourself.Be worth paying attention to! Your social media followers/friends are paying attention to what you have to say. How do you get more (thereby extending your social media reach)? Easy! Say something worth paying attention toBe a human. Social media is really all about human interaction after all. Increasingly, studies show that prospects want to form personal connections with companies so let your personality come across.Be dedicated to social media. Give ownership of your social media accounts to someone (or several people) at your business. That person(s) can monitor and participate in these conversations and find useful information to share on your social media profiles.On a closing note, try to not to obsess about the ROI of social media. HubSpot CEO, Brian Halligan, thinks that questioning the ROI of Social Media is akin to questioning the ROI of putting on your pants in the morning (you just have to do it) while the Social Media Revolution video makes the case that the ROI of social media is that your business will still exist in 5 years. Free Webinar-On-Demand: Social Media Optimization Is The New SEO With Brian Solis PR: wait… I: wait… L: wait… LD: wait… I: wait…wait… C: wait… SD: wait… Topics: Originally published May 14, 2010 11:00:00 AM, updated July 28 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Social Media Isn’t a Strategy, It’s A Technology. There are looming SEO implications of social in search, where , I am joined by Focus more of your efforts on HubSpot TV How are people going to spread your content if they aren’t following you on different social media outlets? Make sure you are highly visible in these channels and providing value. , and make sure to tune in every Friday at 4pm est to The value of social media fans and followers Business to Business (B2B) Marketing Best Practices with Mike Volpe Initially, when companies are adopting these new tools, the marketing department is a great place to start. They can be the champions to really push the change through an organization and change (for the better) how their companies operate. very own Mike Volpe. Mike is the Vice President of Marketing and an expert when it comes to B2B Marketing. We take a look into the future of what is on the horizon for B2B marketing Why customer Personas are a must have for every B2B company Who Should Own Social Media In An Organization? “There are definitely spillover effects of social media. We see that. We see when things go hot and there’s a lot of conversation around a topic, other metrics of ours improve. But there are spillover effects of almost every type of marketing. When we send a big e-mail blast, we actually see people tweeting and sharing that e-mail, right? So there are spillover effects from e-mail into social media.” Mike sees value in every department taking advantages of social media tools and technologies. The social media activities of a company should not be siloed off to one department or person. . “Marketing should use social media. Customer support should use it. Sales should use it. Finance should, everyone within the company, there are uses for social media technologies in how they do their jobs” Tailor your content around your customer personas, tailor your sales process around these personas, customer support as well. The Evolution of the Database Inbound marketing is a strategy . Social media is a technology and a tool in the marketers overall holistic inbound marketing approach. Measuring The ROI of Social Media that links shared through social media are starting to a direct impact on rankings. blog.hubspot.com Channel or Content Strategy? Google and Bing have publicly stated HubSpot Launches New IFrame Facebook Welcome AppThanks to Ben Smith, HubSpot now offers users the ability to Convert Facebook Visitors Into LeadsWith HubSpot Welcome Facebook App How Small Companies are Evolving with New Technologies with Phil Simon “The biggest difference is just sort of the potentially the number of people involved in the process, the complexity of the process, and sort of the length of the process. All those things are sort of linked. Because typically for B2B, the sales cycle is longer. It’s a more complicated sales process because it might involve multiple purchasers, beyond even husband and wife or something like that. It could be four, five, six, ten people sometimes. Then, it’s typically a longer sales process and evaluation process.” Is Is Worth Investing to Grow Fan Bases? In episode #12 of Inbound Now, HubSpot’s Topics: and then work on spreading it through various channels. In a word, Yes. Most B2B marketers would agree that an additional name in a database is valuable to their company. How to Market Smarter, Faster, and Cheaper with David Siteman Garland Mike suggests that spend time building up your fan base because of the increasing value of these social channels. Inbound Marketing When measuring the ROI of social, closed looped marketing is key. Mike thinks what you have to say is far more important than where you have to say it. , Social Media and Inbound Marketing Podcast Mikevolpe.com Social CRM not quite there yet, but there are a number of players in the space poised at solving the issue. Major Differences Between B2B and B2C Are Customer Personas Necessary for a B2B Company? B2B marketing best practices Past Episodes: Connecting Digital & Traditional Marketing Channels w/ Mitch Joel When the phone was invented companies didn’t make a phone department. Mike thinks that dedicating an entire department to social media may be a little overkill. For the full transcript and audio from the show head here: HubSpot’s Spillover Effects of Social Media LinkedIn for Business with Best Practices & Tips via Lewis Howes Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack “I would say that if you take the evolution of the marketing database and it started way back when there was the Sears & Roebuck catalog or the Montgomery Ward catalogs were some of the first mail order catalogs. You had a mail database. ” that then moved on to the phone database to the email database and now we are adding in social media profiles into the mix. How to Rock Your Facebook Fan Page with John Haydon Gauging Online Influence with Jason Keath of Social Fresh To get a better grasp of ROI from your efforts you need to understand what metrics to look for from each channels. “We get a ton of ROI out of our social media efforts… we can see and measure the number of visitors coming to our site, the number of leads we’re getting from social media, and the influence that that has on the amount of sales, the number of customers we’re getting.” Connect with Mike Online Originally published Mar 17, 2011 9:45:00 AM, updated July 03 2013 In this episode we discuss: There are spillover effects in every facet of marketing. This is where hard ROI numbers can get murky. creating useful, interesting, valuable content You can connect with Mike over on his personal blog Mike says absolutely! B2C has been using personas effectively for a while now.
@Shama If you have the time and resources and it fits into your strategy, you should be on multiple social media sites growing your network. , and build a good community there. But also be sure to get your profiles on the other sites to protect your brand. The Hangouts feature on Google+ is a good tool to use too. It’s a way to video chat with small groups of people informally. You can certainly do research and educational things using it. If you have a personal brand, or if you’re the social media spokesperson for your company, you should get involved and set up your profile. Use the right links to link to your website. The most important thing right now is just setting it up correctly, even if you’re not devoting a lot of time to it right now. Inbound Now is currently in booking mode for upcoming episodes! Is there a certain topic you would like covered or an expert you would like to see come on? The Google +1 Button . Shama.TV How much time you should spend on Google+ Check out other episodes of Inbound Now Why Google+ will matter to marketers the Google +1 Button “You can essentially create multiple mini-social networks within Google+ and then share things with them specifically. You can characterize what you want to share with each group and maintain those relationships differently. Facebook also allows you to do this with lists. I just think Google+ is a lot more intuitive to do this.” “You don’t have to spend a lot of time on Google+, is what I find.” . Also, grab a copy of her book, . People with profiles are coming up in Google searches. You should also maximize the description you can add beneath your name. You can follow Shama on Twitter Why Google+ Matters (Currently, you cannot create a business profile on Google+, but according to a Google spokesperson, Using Google+ for Market Research “Just in general, right now the engagement level is a lot higher on Google+.” . . on her page your Twitter account With any new social media tool, it’s important not to abandon ship too early. Consistency is important. You have to do it for a while. Put the time into Google+, but don’t get rid of your fan pages or leave The Reasoning Behind Circles in Google+ Also, people don’t know exactly which circle you add them to. They’re just notified that you added them to a circle in general. or drop me a line on our Using Google+ for market research The Zen of Social Media Marketing “From a cost benefit analysis, and a very rough cost benefit analysis, it will take you like 20 minutes or less to set up a profile. Do it.” Connect With Shama Online start with Facebook Shama Kabani , on Facebook The Marketing Zen Group this feature will be available in a few months If you don’t have the resources to constantly maintain everything, It won’t take you much time. It’s free to do. The difficult thing won’t be getting followers now. It will be maintaining followers as we move forward. SEO Google’s thought process behind this is that people live their lives in layers. We have a layer of professional friends. We have a layer of close friends. We have a bunch of different layers. Google+ lets you create different circles and share things with specific people based on your relationship and by dragging and dropping them into a circle. . social media and inbound marketing podcast “Google’s gotten a lot of flack over time in terms of the quality of its search results. They’re a smart company. They know this. So the only way to really fix this is to make search smarter. And you make it smarter by making it relevant, and you make it relevant by letting people ‘plus one’ it.” If you do nothing else with Google+ right now, go in and Contact me on Twitter Would you like to see a particular marketing mastermind on the show? @DavidWells . She was on the Top 25 Under 25 Entrepreneurs in America list by Businessweek, and she’s been named an Online Marketing Shaman by Fast Company. Shama runs her own web TV show over at “Because Google is the king of search engines and rules a lot of traffic online, Google+ is going to play a big part in that.” Shama is the author of . By putting it on your site, it allows visitors to “plus one” it, thereby recommending it as a good article, page, etc. This is going to make search more social and play a part in how Google ranks websites. Originally published Aug 4, 2011 11:00:00 AM, updated October 20 2016 Google has added . Don’t forget to check out Should You Wait to Sign Up for Google+? The Zen of Social Media Marketing How Much Time Should I Spend on Google+? Topics: ! contact page set up your profile .) her web TV show , and on Google+ by searching for Don’t forget to share this post! Right now is a great time to ask questions on Google+ because the most active users are there. Over time, Google+ will get diluted with people (like Twitter and Facebook), and the engagement will be lower. Shama Kabani joins us for another exciting episode of Inbound Now, HubSpot’s Google+ is very different than other social networks because it was built by the king of search engines, Google. You want to be an early adopter of Google+ because it will play a roll in social interaction going forward. and The Google +1 Button and its future impact on SEO In this episode, we chat about:
Originally published Sep 27, 2011 3:37:00 PM, updated July 28 2017 In B2B marketing, creating and managing your own LinkedIn group for your brand is a great lead generation strategy. LinkedIn groups draw prospects to you in several ways:1. Establish yourself as a thought leader in your industry. By engaging in the discussions your group members have and answering questions, you show how you’re a resource.2. Grow a community of advocates. Hosting valuable, industry-centric conversations is helpful to your current and potential customers. Because of the group, they will advocate for the content you share and develop a connection to your message and brand.3. Get ideas for content. This one isn’t as obvious, but it’s huge! Get a sense of the conversations people are post and questions they are asking. Use that as inspiration for your blog posts.Get the essential guide to using LinkedIn for marketing and professional networking.At HubSpot, we’ve learned a thing or two about building and moderating LinkedIn Groups through our LinkedIn groups, including:- Inbound Marketers- Inbound Marketing University Certified- Inbound Marketing University AlumniHere are some “tips from the trenches” that will help you kickstart, grow and maintain a LinkedIn group of your own.5 Tips for Managing LinkedIn Groups1. Pick Your Poison – Open Group or Closed GroupLinkedIn offers two group settings, open or closed. With an open group, discussions are publicly visible. Anyone can join, and depending on your moderation settings, anyone can submit discussions (or you can require moderator approval before the discussion is visible.) In closed groups, people must request to join and the discussions aren’t visible to everyone on LinkedIn. A “lock” icon appears next to your group name to indicate this.The pros and cons? An open group grows faster. You’ll get more discussions, more members and more opportunity for lead generation. Discussions and groups are indexed by search engines. While that won’t help your own site’s rankings, it will associate your brand with the keywords, phrases and conversations that are meaningful to your company. Open groups also mean more moderation of discussions, whereas closed groups tend to be smaller and naturally more focused.Choose which approach works for your goals.2. Set Some House RulesCommunity guidelines are an important part of any forum. Under the “manage” tab, you will find the section where you can set some Group Rules to set clear expectations for what you hope members get out of participating with your LinkedIn group. Spam and self-promotion are party-fouls. They ruin the fun for your group members who are actually trying to learn and connect. Give some tips on what members can do to make the most of the group, and in a direct but friendly way, make note of what won’t be tolerated.Need inspiration for your Group Rules? Check out Flickr’s community guidelines. They’re some of the best in the biz.3. Send Announcements to Your GroupGenerate leads from your LinkedIn group by sending announcements to your members. You’re allowed to send up to one announcement per week. Under the Manage tab, you’ll see an option to send an announcement on the left hand side. Make the most of it by sharing content that leads members to fill out a form on a landing page on your site. Whether this is for an eBook or white paper or an event registration, be sure you’re leading them to a landing page where they will convert.4. Grow Your Group: Invite Your NetworkYou can do this in two ways: Send invitations, or share the group.Invitations: Under the manage tab, you’ll find an option to send invitations. Invite colleagues and professional connections to participate. Be strategic, though. Don’t mass-email your entire professional network asking them to join. Use personalized messages and explain to people why you think they’d enjoy the discussions in your group.Share the group: If you want to go the mass-invite route, you can select the Share Group option in the top right hand corner. There, you’ll find an option to post the group not only to your LinkedIn profile (this will show up in LinkedIn’s main activity feed as well) but you can also share it on Facebook and Twitter. Even though it’s a mass “invite,” still personalize it by filling in the message box. Provide context and explain why you are sharing the group.5. Participate!LinkedIn shows some engagement metrics to help you measure your progress, including sharing who the top influencer is. The thing is: You don’t wanna be that guy. A community member should be the top influencer. A community forum is about connecting members to each other, not another broadcast channel. At its best, your forum will include mostly discussions related to your business but not about your business. The conversations will teach your customers use your product or service better.How are you using LinkedIn for lead generation? Have you considered creating a group for your business? Let us know in the comments! Topics: LinkedIn Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack
Topics: Social Media Strategy Originally published Oct 20, 2011 3:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Just as all audiences are not the same, neither are all social media sites . Every social network has its nuances, whether it be in the way users behave, connect, or share within that network’s particular environment. Think about it. Do you have the same criteria on LinkedIn for who you choose to connect with as you do on Facebook? If Twitter were like LinkedIn, would you still ‘follow’ as many people?So, if people act differently from social network to social network, shouldn’t your marketing act differently, too? Just as a caterer adjusts its approach — it’s style, menu, manners — to fit the needs of who its catering for, marketers must modify its approach to cater to the specific environment and behaviors of different social networks. Below, we’ll discuss some general tips to help you analyze the environments of the networks your target audiences populate as well as provide you with a quick cheat sheet for understanding the behaviors of the 4 most popular social networks — Twitter , Facebook , LinkedIn , and Google+. How to Analyze and Adjust Your Marketing Approach for Different Social Networks Step 1: Create a Personal Account The best way to understand the nuances of a specific social network is to become a user yourself. Sign up for a personal account on all the social networks where you do or would like to have a presence for your business . The key here is to create a personal account, not a business account, since the goal is see how the people you’re marketing to interact within the network — both with other users and with other businesses. Step 2: Analyze the Tone and Specific Behaviors of People in the Network As you’re observing and participating in the environment of the specific social network, try to pick up on behavioral cues. Here are some great questions to ask yourself when conducting this analysis:Do people tend to be more formal or informal in their interactions?Do people seem to use certain criteria when deciding to accept a connection? Does the network even support business accounts/pages?Do people readily interact with brands, or are brands represented through personal profiles instead?What kinds of content do people share?In what ways are users engaging with each other?How much activity exists? How often/frequently does content get shared, and at what pace?How many people belong to the network?Asking these types of questions will help you understand the pulse of how the social network functions, which will enable you to adapt and optimize your marketing communications to the way its users behave. Step 3: Modify Your Marketing Approach Use what you learned about the social network in step three to create an individual marketing approach for that specific site. If you notice that business accounts are unavailable, use your personal account to connect with other users and spread your messages and content. If you notice that people are only sharing very high-quality content on a limited basis vs. a ton of content, adopt that same approach and avoid spamming users with a lot of content on a frequent basis. To use popular social networks as an example, on Twitter, more content and frequent updates is much more acceptable than the same practice on Facebook. Are people more formal in their updates on one social network than another? Then change the language of your messaging to align with that tone. How Users Behave on the 4 Major Social Networks Want a quick snapshot of how users behave in the 4 most popular social networks? Here’s a little cheat sheet … Twitter: Users ‘follow’ other users (which may include businesses) to obtain information, share updates, and be social. Users are open to following brands, and updates are limited to short, 140-character messages. Twitter is great for sharing links to awesome content and reaching a wide variety of users. The tone is informal, and users commonly connect with brands for customer support, new content, contests, and offers. Who users choose to ‘follow back’ is fairly open, and users are generally comfortable connecting with more people even if they don’t “know” them. Facebook: Users either create personal accounts or interact as brands via business pages . Facebookers are commonly more strict about who they connect and become “friends” with on Facebook. Usually, Facebook “friendship” is limited to who a person already knows or is friends with in real life, but people’s personal criteria for this can vary. Posts and updates in the network can be longer-form, but the network appreciates less frequent and more valuable updates from businesses, particularly updates that offer exclusive offers and content . To obtain updates from businesses, users ‘like’ (AKA become fans of) that business’ page. The tone is personal and engaging. LinkedIn: LinkedIn is a network that mainly attracts and suits the needs of business professionals, making it a great fit for B2B marketers . Brands can have company pages, and users can ‘follow’ the page for updates from those companies. The network has more of a business networking and career focus, and the way users connect is much more formal. Users often have fewer, more intimate connections than they would on Facebook or Twitter. Content shared and discussions that start are usually more industry and business-focused. Google+: The newest of the major networks, Google+ enables users to connect with each other by adding connections to different ‘Circles.’ It currently attracts more of a digital, tech-focused audience of users who are mainly male . The network is similar to Facebook in its functionality, and now that business pages are available, its being tapped by the business community for marketing, too. Pulling it All Together Use your time wisely in your social media marketing efforts. Remember: just because a social network is “popular,” doesn’t mean it’s necessarily right for your business or industry. Use analytics as your guide . Monitor the traffic and leads you’re generating from your presence on each individual social media site. Is the return on investment significant enough based on the time and effort you’re spending there? Is one social site performing better for you than another? Adjust your strategy accordingly to focus more of your time on the social networks that work for you, and less of your time on those that don’t. Do you cater your marketing strategy to the nuances of different social networks? What other tips do you recommend? Image Credit: SCA Svenska Cellulosa Actiebolaget
After creating content — whether it’s a blog post, an ebook, a webinar, or a video — it’s important to promote that content through social media channels. And when you do promote that content in social media, you cross your fingers that it generates a ton of shares, tweets, and interaction. For the sake of Twitter, if you follow a few simple best practices, more people are likely to retweet and spread the distribution of your content, giving it a much broader reach and a better opportunity to get found by a new audience of prospective customers beyond your direct followers. Marketers should know how to retweet the right way, but it’s also critical for them to learn how to get others to retweet their content, too.11 Tips for Getting People to Retweet Your Content1. Discuss Current Events: According to HubSpot’s “Science of Retweets” research, nearly 80% of retweeted content is about news, and more than 50% of retweeted content is entertainment-related. More than ever before, people look to Twitter to discover breaking news. News of some of the biggest stories of the last decade, including Osama bin Laden’s death, Michael Jackson’s death, and the unexpected earthquakes during the summer of 2011, have broken on Twitter. Instead of checking the news, it is common practice for people to first check Twitter. Being one of the first people to cover breaking news related to your industry is a great way to get others to retweets your content and expand your reach.2. Don’t Be Overly Self-Promotional: Inbound marketing teaches us marketers to become thought leaders in our industries instead of simply promoting our company’s products and services. Encouraging others to retweet your content should follow the same philosophy. Your content is less likely to be retweeted if it is centered around your products and services. When tweeting, keep in mind the information your target audience craves and the problems they need to solve, and tweet that type of content most. Track which types of tweets are getting retweeted more than others, and tweet the types of content that tends to be more popular with your target audience.3. Include Links to Your Website: After all, why else would you be tweeting? Granted, a lot of chatter on Twitter is engaging with other people, but spreading links back to your website and blog content should be your primary focus. According to our “Science of Retweets” data, more than 50% of retweets include links. Your goal should be to get as many people to retweet your content as possible so that more than just your immediate Twitter followers will see your blog posts, ebooks, and other content. Think about it: if you have 1,000 followers, and one person retweets your content to his or her 1,000 followers, you have immediately reached more people than your original tweet did. 4. Understand Your Audience: Twitter fosters a learning environment. People follow others who they feel are thought leaders in their industry. They want to learn more, have access to more content, and reach people they might not have otherwise been in contact with. “Science of Retweets” research indicates that tweets with readability levels greater than grade 6 are more likely to be retweeted. Your followers want content that is credible, intelligent, and valuable, so tweet using words that don’t dip below 6th grade reading levels.5. Retweet Others: Retweeting is similar to the concept, “You scratch my back, and I’ll scratch yours.” If you retweet someone else’s content, your Twitter username may stand out to that person among all the clutter on Twitter. Retweets can result from the quality of your content, but they can also occur from the relationships you build with your followers.6. Ask Others to Retweet You: If you have something valuable to share, you probably want as many people as possible to spread that content or message, and simply asking others to retweet that content can be an effective way to generate more retweets from other Twitter users. In fact, according to HubSpot’s “Science of Social Media” research, using the words “Please ReTweet” in your tweets will generate 4x more retweets. So don’t be afraid to encourage others to share your content if they find it valuable, too.7. Consider the Timing of Your Tweets: When sending out tweets, timing does matter. If it’s too early in the day, there won’t be as many people on Twitter who will retweet your content. According to HubSpot’s “Science of Timing” data, late in the day and week are the most retweetable time periods. If you have an important tweet to share and you want to maximize retweets, be sure to take into account the timing of your tweet in order to reach as many people as possible.8. Direct Tweets at Influencers: If you’ve created content about Twitter, why not tweet it a Twitter expert like @Pistachio? If you’ve created content about social media marketing data, why not tweet it Social Media Scientist @DanZarrella? Direct your tweets at Twitter users who are already thought leaders and experts in your industry, as these people are likely to have lots of followers. If they think your content is valuable and retweet it, you will reach many more followers — their followers — and these followers might value the opinion of that thought leader and retweet it, too! Influencers have high following counts on Twitter because of their knowledge on particular subjects. Getting them involved in your conversation is bound to be beneficial.9. Make Your Tweets Brief: When people retweet the right way, they usually like to add a comment to or offer their opinion of the original tweet. Remember, the length of a tweet cannot exceed 140 characters. Not allowing room in your tweets for people to add “RT @HubSpot” plus their comment, will discourage people from retweeting your tweets. The easier you make it for other people to retweet your content, the more likely they will retweet it. Below is an example of the @HubSpot account retweeting Guy Kawasaki and adding our own commentary.10. Include Social Media Share Buttons on Content: Encourage others who consume your content — whether it’s a blog post, an ebook, or a webinar — to tweet about it. This will lead to more tweets and, thus, even more retweets. But just like you need to make it easy for others to retweet your content, you need to make it easy for them to tweet your content in the first place. Add social media share buttons and links to all of the content you produce to encourage people to tweet your content with just the click of a button.11. Use Hashtags: Include hashtags in your tweets. If someone isn’t following you but is searching the hashtag, they will still see your tweet and potentially retweet your content. This can be especially worthwhile if you’re hosting a live, in-person or online event, as people who are tweeting and following the event’s hashtag will constantly retweet others’ content. This will not only get you more retweets, but it will also help you make new connections.As marketers, we want to reach as many people as possible, and social media is a great tool for achieving this goal. Using Twitter strategically is a smart way to reach your customers and prospects, and retweeting can be the key to reaching new audiences and showing others that you are a thought leader in your industry. What do you do to get others to retweet your content?Photo Credit: Rosaura Ochoa Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Originally published Dec 19, 2011 9:00:00 AM, updated February 01 2017 Twitter Engagement