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Social Media For Business: Solutions for Negative Feedback

How do you handle negative feedback on your company’s Facebook Page? Do you “ban the user and erase their comment”? Or perhaps you’ve decided to “be transparent” and deal with the negative criticism through commentary. Each of these approaches holds a danger to your company’s brand. Having handled severe cases of negative feedback on social media, particularly on Facebook business pages, I’ve come to realize that: 1) People like to be jerks because the anonymity of social media means no consequence, and they are free to complain without any actual authority or insight on the issue. 2) People do have legitimate concerns, and their comments/questions do need to be addressed by the company. As a social media administrator, there are established ways to deal with these issues. As the company representative for your social media presence and senior management demanding answers to the most recent issue flaming online, you must learn to handle negative social media feedback differently.   There are two solutions: A) Learn HOW to respond to your audience. There are protocols available on how you should respond to negative feedback in social media. The advice to “be transparent” simply isn’t enough; it is short-sighted, and may cause a larger issue that can escalate into a brand-damaging situation. As an example, is the commenter a ‘troll’ trying to bait you into a Facebook conversation you can’t win? Perhaps they are misinformed and a rational response based on facts is all that is needed. Are they a ‘rager’, where their rants or satirical comments simply won’t be appeased? Maybe they truly are an unhappy customer who just wants to...

Adopt a Hub & Spoke Model For Your Social Media Team

We have reached the point where social media hub & spoke models must be better understood and adopted within organizations. Simply put: the ‘social media team’ shouldn’t be the ones creating all the content and participating in the communities–other departments like marketing, public relations, media, customer service, sales, etc. must create social media content as well, because after all, they are the experts within their field. It is interesting to me how many companies have yet to understand this concept–particularly mid-sized companies. It’s as if the telephone were just invented and the only ones who can answer the phone within your company is the Telephone Department. Social media platforms are communications tools, just like email, just like the phone. Empower the experts in your organizations to take part through hub & spoke models. In these models, the ‘social media team’s’ role is to create and maintain the social media platforms, establish policies and procedures, and handle the statistics. The content & communication most prominently comes from other areas of the organization who are best positioned to engage...

“Nofollow” Tagging And SEO External Link Success

If you conduct SEO for your website, then you already know the value external links pointing back to your site provide. External links (links from other websites pointing back to your site) are the best way to attain SEO juice. This remains true because external links from high-ranking websites are simply hard to get–and due to the emergence of HTML “nofollow” tags it has become even more difficult. This blog post is a reminder to consider “nofollow” tag use amongst websites you are targeting before putting time & effort into content generation for the purposes of external link attainment. What is a “nofollow” tag? As stated on Wikipedia “nofollow is a value that can be assigned to the rel= attribute of an HTML a element to instruct some search engines that a hyperlink should not influence the link target’s ranking in the search engine’s index.” The point being, webmasters managing high-ranking websites and blogs are cautious about how much link juice they provide to anyone commenting or posting on their site smart enough to embed their website links within this content. The “nofollow” tag enables webmasters discretion on who they provide external link juice to. Therein lies the dilemma for you, the SEO expert, with a goal to attain external link juice for your website. The reality is that we are all interested in getting new external links to our websites. It’s a prime way we gain exposure on search engines. Understanding that most important websites now contain “nofollow” tags on their links, and to identify this practice BEFORE you spend time creating content for these sites, is very important. Make...

Infographic: Email Marketing Is Changing

At Clickside we know that email marketing remains one of the most effective ways to connect with your customers online. It has evolved to sidestep the spam clutter on the Internet and reach your audience through opt-in approaches that form trust between company and customer. With the growth of mobile, however, email marketing is changing. Check out this infographic and learn how to adapt. ++ Click Image to Enlarge ++ Source: Email Marketing is...

Our Client Wins Coveted 2013 SAMMY Award

Clickside Digital Communications’ client “Sunshine Village Ski & Snowboard Resort” wins coveted 2013 SAMMY Award from Ski Area Management magazine. BEST ALL-AROUND SOCIAL MEDIA EXECUTION: SUNSHINE VILLAGE, ALBERTA Two years removed from a major social media fail, Sunshine Village really gets it. With 51,000 Facebook fans, 15,000 Twitter fans, 302,143 YouTube views, and 1,500 Google+ followers, Sunshine is doing a lot right. Any social media channel they are on, they optimize and use it to the fullest. And in all instances, Sunshine shows off its snow with rulers and familiar or funny objects. On Facebook, Sunshine posts often and uses lots of brochure-quality images, spanning across the entire newsfeed on their page. It uses eye-catching graphics and treats the page with the same care and attention that they would a glossy brochure. When not posting new images, the area posts videos—mini movies that seem carefully thought out, yet spontaneous at the same time. And the cover photo features a “Sunshiners of the Day.” Plus, the area takes advantage of every Facebook app space to promote or encourage a purchase....

PPC Conversion Statistics By Industry

Many of my clients conducting pay-per-click (PPC) advertising programs on Google or Bing are trying to determine the value for this marketing tactic. And rightly so. Beyond the clicks, impressions, CTR, and cost-per-click measurements, one must remember that the true goal for PPC marketing campaigns must be conversions. These conversions are almost always found on your website once the qualified PPC traffic has been sent there to “do something”, whether that be data form completion, e-commerce sales, or signing up for the company e-newsletter. Here is an infographic that includes PPC advertising conversion rates, broken down by industry. Use it as benchmarks to validate your PPC conversion...

Why Marketers Should Care About HTML5

If you’re in online marketing then: 1) You have combined your marketing & communications skill set with your hobby/passion for information technology & coding to become a ‘web guru’ for hire. 2) You’re a marketer “taking care of the Internet” on behalf of a company, know the difference between JavaScript and Java, and find yourself in constant need of the IT department. This blog post is for the latter: Indeed, online marketing efforts and information technology go hand-in-hand. An online marketer can set up a display ad strategy within a page-takeover buy, create geo-targeted ad groups for your latest PPC campaign, or A/B split-test your bi-monthly e-newsletter…but at some point you need your efforts to point to a website and do something; convert to a business action, be added to a database, collect survey information, whatever. And that’s what IT does…for you…when they can…which may involve code creation…or database manipulation. As you already know, its a classic love-hate relationship. If you’ve been chatting with your IT brethren recently, you’ve heard about HTML5. You’ve heard that apps, websites, mobile sites, and web-based templates should be built with this coding innovation in-mind. Then you hear other information, likely from the ‘web guru’ who will tell you that HTML5 is coming, but that as a marketer in your industry, it’s nothing to worry about for now. So which is it? Watch these helpful videos to make your own opinion on this nebulous topic. It may be just enough information to start calling you a web guru: What Is HTML5? HTML5 – Explained Why Do We Need HTML5? http://youtu.be/AWji2utvI5g...

It’s Time – Get Online Video Marketing Right

In a 2012 report released by comScore, it should come to no surprise to marketers that Canadians still top the list for the number of videos viewed per user – 271 videos/month is the latest tally. Total online video viewership is up 58% in the Canadian market year-over-year. Clearly, Canadians love online video. With these kind of statistics perennially flowing in from research sources, marketers focused on Canadian audiences must improve their online video strategies and tactics. It All Begins With Content: So where to start? It all begins with content. That is, decide what type of video you want to create. The fact is, most videos watched on the Internet falls into the category of entertainment, which can often be summed up with titles like “Funny Pet Tricks” and the like created by amateur videographers. Even so, there can be a large audience eager to view your business-oriented videos if you approach the medium with authenticity and engaging content. Marketing Objectives: Consider that branding and awareness is your prime marketing objective with online video, with content falling into one of the following categories: education, humour, and/or information/news. In my experience, humour usually wins out online, and if it works for your audience, could be the approach you are looking for. But unless you are a beer company or trying to appeal to a youth market, it may not be feasible to go this route. The Host Approach: comScore cites a 185% increase in Canadians seeking out news/information type video content in 2012. Education/information based-videos can work for many organizations. The trick is to avoid boring and dry videos. This can be...