Why All Animal Shelters Should be on Social Media

When is the last time you heard the song “In the Arms of an Angel?”

drtv-2006-sarah-mclachlan

quickmeme.com

 

If you love animals, chances are the ASPCA’s commercial featuring Sarah McLachlan’s famous song pulled at your heart strings. But did you start donating? Did you run out to the closest animal shelter to adopt a sad kitten or left behind puppy? Or did you just move on with your day after your fleeting sad feeling?

Before social media, nonprofit agencies, such as Humane Societies and Animal Rescue Leagues, would have to rely on traditional media and word of mouth to attract volunteers, fosters, and potential adopters. Thanks to Facebook, Instagram, and Twitter, that has all changed.

Most likely are you are an animal lover. Who isn’t?! This means there is a good chance you follow at least one animal shelter on social media. Just off the top of your head, how many times can you count seeing a post like this pop up on your newsfeed?

Miami Dogs FB

Or this?

BDRR tweet

Or how about this?

Peggy Insta

We’ve all seen the posts and the pleas, but not every post can be the same if an Animal Rescue really wants to make the most of social media.

One Reason, Three Ways

Social media websites such as Twitter, Facebook, and Instagram have become the perfect platform for animal rescues to spread the word and gain support for their cause. The reason is simple- visibility.

As of early 2016, Facebook reports 1.6 billion users, Instagram boasts 400 million subscribers, and Twitter has attracted 320 million users (source). While there is no way a picture of Fido is going to be seen by every user ever to grace these websites, when used correctly, these sites really do allow for maximum visibility. But how?

Education

If you work or volunteer in an animal rescue, you know that it isn’t all just about emptying the kennels. Of course you want the public to know about how many animals you have and who is available for adoption, but when these animals are finally placed in their forever homes, you want it to actually be forever. This means teaching people what is necessary when it comes to animal care. Whether it’s offering articles about the importance of vaccinations, providing information about spay/neuter clinics, listing where to find the best boarding options, or simply mentioning that your rescue is a resource of information for new and potential owners, educating the public is a big deal. Facebook, Instagram, and Twitter are all great ways to let the public know that your rescue really does care, and providing status updates (pictures included!) is a great way to draw more attention to these topics.

Peggy Adams FB

Donations

It’s not easy being a nonprofit organization, but thankfully social media is a big voice that shouts for free. Big donors usually fund major parts of animal rescue leagues, but you can’t knock on their door every time there is a shortage of training treats or a special surgery needed for a new rescue. Thankfully, all those animal lovers online are the perfect audience if you really are in need. With social media, even though your target audience for adoptions, volunteers, and fosters might be in a certain radius, those willing to donate know no distance. All it takes is one good social media share for someone in Texas to contribute to knee surgery for Fluffy in Florida.

BDRR FB

Action

Last but definitely not least, social media becomes the perfect platform to call on your community to make a difference. Hosting a walk? Advertise it! Need more volunteers? Ask for them! Need a short term foster situation? Use social media to explain the situation. Chances are you have more followers and page likes than you actually have volunteers, which means there are people interested in your cause but possibly not able to step up all the time. You’ve just got to call them to action when you need it most.

Why Strategy Matters

You’ve got to walk a fine line when sharing with the community about animals in need of saving. Not every post can be urgent or heartbreaking or you will risk losing followers. Thankfully, The Humane Society issued a set of guidelines to help out their fellow animal rescues find forever homes via social media (see infographic below).

Infographic

Additional Resources

Still not sure if you are ready to catapult your animal rescue into the vast world of social media? That’s okay. I’ve tracked down some more tips, tricks, and best practices from the professionals.

  1. Chad from Social360 offers some great tips on what exactly to share on every social media site, from Pinterest to Google+, blogs, Instagram, and Twitter. He even offers advice on website management and email marketing. Check out his article here.
  2. Taylor Downs, a Digital Marketing Manager, wrote a great blog “4 Social Media Tips for Animal Shelters” that is short and sweet, but really focuses on how social media is important for all nonprofit organizations. Find that here.
  3. Lastly, The Huffington Post published a great article a couple years ago that gave some awesome examples on actual animal rescues that benefitted from adding social media networking to their toolbox to help save lives. Check that article out here.

Last Thought

Remember, it’s not a competition, but it is a mission. The end goal is to save as many animals lives as possible, and social media is a great tool to connect those animals in need of homes with people able to provide a safe haven and good life for furbabies everywhere.

Baby-Hugging-Cat

giphy.com

 

Target Audience:

Animal rescue volunteers and facilitators, social media managers, content creators and journalism students.

Sources:

http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

http://www.adweek.com/socialtimes/shelters-use-social-media-strategy-find-homes-pets/205262

https://www.facebook.com/bigdogranchrescue/

https://www.facebook.com/PeggyAdamsARL/

https://www.facebook.com/urgentdogsofmiami/

http://www.instagram.com/bigdogranchrescue

https://www.instagram.com/peggyadamsrl

https://twitter.com/BDRRescue

 

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How Google has changed Reporting

Many of us can barely remember a time in which we researched anything without help from the internet. Today, the internet allows everyone to find what they are looking for, from history facts, to shopping, to medical advice, and breaking news. When it comes to searching on the internet, there is one website that stands out the most, and in fact has even become more than a brand, it’s now a verb. When you need to know something, Google it.

Let’s again think about a time before Google: How did you find out about new stories? How did the journalists behind those stories find resources, facts, and background information? Today Google allows the opportunity for reporters to not only find news topics, but images, history, witnesses, and more.

YouTube

Google is more than just a search engine, they own Youtube also. Videos have become just as important as the article surrounding them for journalists, and YouTube both provides a platform for journalists to share and to search for content. The thing about videos, though, is that they can be altered by almost anyone, which is why verification of content has become so important for a journalist. Thankfully, there are websites out there that have step by step instructions on how to verify whether or not a YouTube video is original.

youtube icon.jpg

Google Image Search

Beyond videos, Google provides journalists with the ability to upload and search images throughout the worldwide web. Though this may not seem crucial, it really has changed the way a reporter shares a story. Images can make or break a story, so making sure that the image attached to a report is genuine is important. Before Google Image Search, a journalists would just have to be well versed in related content, therefore having to put full trust in a source.

Google Maps

Where a story takes place really makes a difference, and before reporting or sharing such content, a journalist really should familiarize themselves with the area. This is where Google Maps has made a difference. Not only can this help a journalist who is writing a story about a place they cannot physically be, but it helps verify details given by sources who share stories, as well as verify images of surrounding areas or events. A Journalist can now drop a yellow pinpoint person almost anywhere and get a view similar to if they were standing on that road.

google maps icon.png

Google News Lab

Google knows that journalists today use their search engine to get the facts straight for all stories that come across their desk, which is why they continue to provide tools for the news media world, such as Google News Lab. This platform teaches journalists how to get the most out of Maps, YouTube, Search, and other Google tools, as well as provide a platform for journalists to collect real-time data (source). Google is providing journalists with the tools they need to not only find news stories, but verify content and empower new voices to be heard throughout media.

 

Sources:

https://googleblog.blogspot.com/2015/06/introducing-news-lab.html

https://newslab.withgoogle.com/

 

Target Audience:

Journalists, journalism students, those interested in the evolution of Google for media outlets.

How to be a successful reporter on Twitter

I would like to introduce you to Whitney Burbank, journalist for WPBF 25 News, ABC affiliate for Palm Beach County, Florida. Originally from Boston, she has been breaking local news stories in West Palm Beach since 2014, covering everything from politics to special interest stories.

Whitney is very active on social media, specifically Twitter. Not only does she connect with fans and share local events, but most importantly she stays on top of breaking news with constant coverage that an audience can trust.

Just this week Jupiter High School suffered a bomb threat that caused a school evacuation. While parents continued to receive mixed messages from Palm Beach Sherriff’s office and the school board as to whether or not they could pick up their kids, Whitney continued to send status updates out via Twitter, from the civic center where students had been locked in.

WB Twitter 1

Photo: Twitter

 

As you can see, Whitney uses text, photos, and videos through Twitter to share information. She often tags WPBF 25 News in her posts so that any readers who may not follow her directly are still able to see ongoing stories in the community. This is a great way for her to not only continuously report on her own, but to get the word out to the entire WPBF audience, who of course share and retweet the stories that mean the most to them.

While hashtags are most effectively used on Twitter, Whitney is very selective in when and how she incorporates them into her tweets. Occasionally she does use her Twitter account to tweet about something other than news, such as fun in the office, or a weekend hobby she may be participating in, but in those times she usually uses hashtags as a way of differentiating her voice from informative for the public to playful and social. When Whitney chooses to use hashtags in tweets that are reporting local or national news, she uses them as a way that will allow others to find information. A great example is the Tweet below using #BREAKING to show the most up to date information about an incident involving several TriRail passengers in a crash, and another using #COREYJONES to add to a trending national news story.

WB Twitter 2

Photo: Twitter

 

WB Twitter 3

Photo : Twitter

Since Whitney is not the only reporter sending stories to the station, she also retweets important stories and tweets made by her colleagues at WPBF 25 News, but most importantly, she replies to her audience and uses Twitter to engage with followers, whether on a serious note or in a friendly manner.

WB Twitter 4

Photo: Twitter

WB Twitter 5

Photo: Twitter

 

Whitney Burbank is no doubt actively using Twitter to enhance her journalism career. While she can also be found on Instagram and Facebook, Twitter is by far her best platform to reach out to her audience, engage with public happenings, and make a difference when reporting stories.

 

Target Audience-  Palm Beach County residents, journalism students, social media students, other reporters taking on social media.

Barbie Does It Again

Have you heard of Abby Wambach? Well if you haven’t, maybe you will recognize her from some of her awesome work on the soccer field.

Here she is scoring a goal for the Team USA-

abby giphy 4

 

And again here-

abby giphy 3

And here-

Abby giphy 2

And here-

Abby giphy 1

Abby Wambach is the number one goal scorer for the U.S. Women’s Soccer team. In fact she isn’t just the number one scorer overall for women, she is the number one scorer for women AND men. She recently retired, but not after helping lead Team USA to win the World Cup.

Basically, she rocks. And did I mention she is openly gay? Because she is. While this shouldn’t really matter in 2016, it does when I tell you this: Abby Wambach is now a Barbie.

abby insta

Source: Instagram

Just weeks after the announcement that Mattel would be offering Barbie in a variety of shapes, sizes, and skin tones, they announced the release of an Abby Wambach doll.

abby barbie

Who would have thought that after years of being chastised for promoting unrealistic body image and ideals to children, that Barbie would now be the company to lead the way in embracing diversity in females.

Good Job Mattel. But now I think it’s time to move on to Ken.

Ken Dolls

Source: Twitter

 

Style:

Buzzfeed

Target Audience:

Millennials

Sources:

http://mic.com/articles/134285/you-ll-soon-be-able-to-get-your-abby-wambach-us-soccer-barbie

https://www.instagram.com/p/BBViWS0H9BX/?taken-by=abbywambach

https://twitter.com/mybabatweets/status/697870611973074944

 

 

 

Gifs:

http://youtube.com/

http://giphy.com/

Facebook, the News, and the Future

What contribution do you think Facebook will make to news in the next 5 years?

Today, anyone who logs into their Facebook account on a computer is able to view Instant Articles, a compilation of topics and news stories that are currently trending on the social media website, as seen below. For now, this feature is not yet available on the mobile app, and I can only imagine this push will be happening sooner rather than later as people stray from desktops to mobile only.

 

Capture

Photo: Facebook.com

 

As for the future of news on Facebook, I trust that Facebook will only continue to develop greater applications for journalists to not only research news topics, but share. I would not be surprised for the side bar that now lists the Instant Articles to grow to include videos from the original journalists who have broken such stories.

On Facebook and Instagram mobile applications, users scroll past sponsored posts daily. I think Facebook would be smart to start to include short compilation videos of trending news stories, whether locally, nationally, or globally, as well as these random sponsored advertisements.

Insta SPonsored

Photo: Instagram.com

 

 

Are traditional news publishers losing control? Does Mark Zuckerberg have too much power?

I don’t think Mark Zuckerberg is looking to take over as the number one provider of news, but instead I think he is trying to develop tools that allow Facebook and Instagram users an even better opportunity to stay connected to the world around them. News publishers still have power, as long as they choose to adapt to how people are ingesting stories today.

Is Facebook the digital age’s answer to the printing press or TV transmitter as a means of distribution?

Times are changing, there is no denying that, but I don’t think you can write off print, television, and radio quite yet. Maybe it is because my first job out of college was working as a marketing assistant for a company that produced traffic reports in Washington D.C., but I always think about the times where people are not able to be plugged into a laptop, tablet, or smartphone. Making breakfast or dinner for a family is when a television might be playing with the local CBS affiliate, and commuting an hour to work on the highway is probably when the local ABC station broadcasts news, weather, and traffic reports. While digital may be the most popular way to distribute news to an audience, it should not be considered the sole answer to distribution.

dying_medium

Photo: Stickycomics.com

 

Will the “snackable” nature of Facebook content lead to less news consumption or a greater awareness of what is happening in our world?

I will admit that because of Facebook, I feel that I am much more aware of events happening in our world. Even special interest stories that may not be in my immediate area sometimes catch my attention and allow me to learn something new. Whether searching or stumbling, content shared on Facebook really can make a difference to a person when they take the time to soak in the information. The world becomes smaller online when so many people are able to connect and share stories and photos, but a smaller world isn’t always a bad thing.

snackable_content

Photo: SocialMediaWeek.org

 

I think the term “snackable” is a perfect term to describe the stories users come across, but I think this content is educating people, therefore bringing more awareness.

 

Target Audience- MMC6725, social media gurus, marketing professionals, avid Facebook users, young professionals.

Written to be shared on – Twitter, Facebook, Blog.

Shared via Twitter.

 

Why we should all be applauding Mattel

This week Mattel announced that Barbie would now be available in three new sizes- Petite, Tall, and Curvy.

new-barbies

As everyone knows, Barbie has long been the subject of criticism for promoting unrealistic body image for girls. Surprise, surprise, but not all females grow up to be blonde, have big blue eyes, a large chest, tiny waist, long legs, and an even smaller feet.

barbie gif 3.gif

While Mattel has always deflected body image arguments by emphasizing how they have stood behind female empowerment, Barbie’s broad career choice has not been a good enough answer to why her body is shaped the way it is.

barbie gif 2.gif

Now Mattel is getting it right. Not only will Barbie be available in all different shapes and sizes, but she will be found in an assortment of skin tones, eye colors, and hairstyles. According to Mattel’s president and COO Richard Dickson, today “Barbie is truly representing what girls see.”

tumblr_mifwx9ahih1s49x9io1_250

This isn’t the only change in the works for Mattel. Faced with a decline in sales, the large toy company has been forced to improve innovation and start making changes. This entails listening to what many parents and health officials have been saying regarding providing a variety of toys that will give girls and boys more confidence in their own body shapes.

Not only are trends changing in body image, but in gender also. Last year for the first time in Mattel’s history a commercial was aired featuring a boy playing with a Barbie doll.

barbie gif 1

So let’s give it up for Mattel! It’s about time children were able to play with dolls that showed how beauty can come in any shape, size or color.

giphy.gif

Source:

http://www.theverge.com/2016/1/28/10858366/barbie-mattel-tall-curvy-petite-size

http://www.nytimes.com/2016/01/29/business/barbie-now-in-more-shapes.html?_r=0

GIFs:

http://youtube.com/

http://giphy.com/

http://www.barbie.com/en-us

 

Target Audience: Females 16-50 years old, parents of young girls, classmates of MMC 6725.

Share on: Facebook, Twitter, Blog

How to be Popular on Facebook: Which Companies Know How to Post

Learning how to correctly brand on social media takes a lot of trial and error. When it comes to Facebook specifically, there are many big dog companies that seem to have figured this out early on and now have a knack for circulating posts across millions of users’ newsfeeds. Below are the top three brands that had the most-shared posts on Facebook in October 2015.

Buzzfeed

What they do right:

For starters, there isn’t just one Buzzfeed Facebook Page. While the popular website does specifically brand on one page, they have several other Facebook pages that are extensions of their brand, such as Buzzfeed Video, Buzzfeed BFF, Buzzfeed Food, etc. Anyone familiar with this website knows that it purely is for entertainment, and entertaining posts definitely have the ability to gain traction on social media. According to an article on SocialMediaExaminer.com, posts can’t be boring if you want them to be shared, and Buzzfeed rarely posts anything boring. Most of their posts actually consist of lists relatable to most people, including an image from the list as well as quote or line from the list.

What you can learn from them:

Having a lot of followers is important if you want to share with a lot of people, but to get you posts shared, make sure they are entertaining and relatable. Lists are an easy and great way to make people feel like you understand them, and when a person can relate to something so easily they are more likely to share it with someone else they know relates as well. This builds relationships between you and your followers, and then between your followers and who they share with.

Buzzfeed FB

HuffingtonPost.com

What they do right:

The Huffington Post is no stranger to posting articles with lists also, but what else they post are interesting stories that more than likely won’t be picked up by national or local news stations. Dabbling in politics, science, entertainment, and special interest, Huffington Post always uses bold headlines and quotes from stories to engage an audience online. They also post something new just about every hour, keeping their feed fresh and full of broad news.

What you can learn from them:

Posting often is important. This not only shows that you are engaged online, but it establishes a level of trust with anyone that may follow you showing that social media is a great way to keep up-to-date or in contact with you and your brand.

Huffington FB

FoxNews.com

What they do right:

As a well-known media and news station, there is no denying that Fox News falls a certain way when it comes to certain political issues and how they report them, on-air or off. On Facebook, these views are maintained, and followers can trust that the articles posted by Fox News are likely to share their same views. SocialMediaToday.com argues that “people care about causes more than brands” and FoxNews uses this on Facebook to post controversial stories that are sure to get people talking and sharing. They also use relevant and images for each story, as well as an important quote to gain more interest in each article.

What you can learn from them:

As a brand, you may want to be careful with what you share or post when it comes to controversial issues, but that doesn’t mean you can’t post something you know will have a lot of meaning to your audience. It’s very important to walk that line, but like it’s mentioned above, people care about causes and are more willing to share something that resonates with their beliefs.

Fox News FB

 

Yes, these all are well known an established brands, but that doesn’t mean what they do can’t be applied to smaller brands looking to market and circulate on social media. Growing an online presence takes time and dedication, but a little tweaking to what and how you post on Facebook can take you from barely noticed to popping up on millions of newsfeeds in no time. Lists, images, entertaining articles, and stories that mean something can really increase shares on Facebook, but always remember to post often to remain relevant and reliable.

 

Target Audience: Social Media and News class, new brand marketers, young professionals in the marketing field 18-34 yrs old.

Social Media Shared: Twitter, Facebook

Sources:

http://www.socialmediaexaminer.com/9-reasons-why-your-content-is-not-shared-on-social-networks-new-research/

https://www.facebook.com/FoxNews/

https://www.facebook.com/HuffingtonPost/?fref=ts

https://www.facebook.com/BuzzFeed/?fref=ts

A Catchy Headline, An Engaging Tweet

WPTV Tweet.png

 

Above is a tweet posted from WPTV, a local news station in West Palm Beach. The tweet links back to the news station’s website where the short article is posted. Though the story is actually from Hurricane, Utah, this tweet definitely grabbed my attention because of the subject matter. Having lived in Florida for the past four years, I have come to accept that off-centered news usually originates from the Sunshine State. While the family that pressed the remains of their grandfather into bullets and had a celebration at a shooting range is actually from the West Coast, it is this type of uncommon behavior that I expect from Floridians.

The story posted to WPTV was short and sweet, skipping on thorough interviews or expanded information on how common this act of remembrance is for Utah, or any other state for that matter. While I would have preferred a bit more substance, I do think the headline, and the tweet, was definitely attention grabbing. Invoking curiosity and emotion, this tweet definitely accomplished it’s goal. The must-know information was presented, leaving the rest of the story to cover less important facts and background on the family, just as the inverted pyramid of journalism suggests it should. I think this technique is very common, as this story, even short and to the point, still followed that method of writing.

While I have never written news articles or taken journalism classes, I know that the headline is the most important part of any story. Until Twitter expands their character count, the headline becomes the post for most social media shared news articles. With social media it is not only getting a person to read the article, they must click the link, and sometimes even another link beyond that first page. The idea is to keep a person clicking, reading, and engaging. Without a catchy headline a story won’t get the shares, likes, or comments that the writer is aiming to receive.

 

Source- https://twitter.com/WPTV/status/686201036709715968

Target Audience- MMC6725 classmates and professor

Social Media Share- Twitter

 

Florida Kids and Family Expo IMC

expo blog pic1

About

The Florida Kids and Family Expo is an event that is being put together and hosted by My Central Florida Family– an organization that strides to be a one stop informative shop for families to find activities, events, and opportunities in the Central Florida/Orlando area. The Expo will be an annual event featuring live entertainment, 150 exhibitors, interactive stations, and more, held at the Orange County Convention Center each fall (source). This year the event will be held the weekend of August 29th– 30th and will host exhibitors ranging from party venues to schools, health services to camps. Entertainment will include live animals, bounce houses, meet and greets, and more. My Central Florida Family plans to host an event that is interactive for kids and informative for parents, all for less than the cost of taking the family to the movies.

Target Audience

To market the Florida Kids and Family Expo is to market to all families, traditional or not, mostly in the Central Florida area, but really anywhere. This event plans to appeal to school-aged children (0-17 years old), and their parents, grandparents, etc. This event is not limited to any families of any certain income, or any families in any certain area, though it most likely will fit best for families in Orlando and the surrounding areas. The event also plans to market to businesses that have the same target audience and therefore provide goods and services to families in Central Florida. Marketing to these businesses is a win/win for My Central Florida Family because they can increase available information for families while the business can potentially increase sales.

  • Strengths: The Florida Kids and Family Expo is a one of a kind event in the Central Florida area. At this time there is nothing that can compare in size or in the amount of exhibitors. This is a huge strength for the event because they have the chance to create an annual expo that will bring together all the best businesses and organizations as a great resource for families. This can become an event that not only families will look forward to, but current and future exhibitors as well. Being able to pull from the great businesses that market with My Central Florida Family is huge and should help make this event stand out as organized and well thought out.
  • Opportunities: This expo has the opportunity to capitalize on being one-of-a-kind. Promoting a family-friendly environment with a fun, interactive, and informative atmosphere, and out of the hot Florida sun is a big deal. This year’s goal is 15,000 attendees, but if this grows each year over, the event has the opportunity to spread to other parts of Florida as well.

Why should Florida Kids and Family Expo use an IMC Strategy?

“Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.” – MultiMediaMarketing.com

Having a strong IMC Strategy is key when putting together such a large event. If every channel marketing the expo is not on the same page, the message may come across as skewed or confusing and the event will look amateur and unorganized. A unified message will have a greater impact.

The blending of online and offline tools would provide the Florida Kids and Family Expo the ability to set themselves up so that it would be impossible for any future competition to stand a chance. I’ve already pointed out that being the first expo of its kind is a huge strength for Florida Kids and Family Expo, but it will be a strong IMC strategy that will keep them that way. Just like Dwight Griesman, Chief Marketing Officer at Forrester, stated- “it is not about bricks or clicks, but bricks and clicks” (source).Using traditional media (newspaper ads, radio ads, television commercials, billboards, etc.) as well as social media (Facebook, Twitter, Instagram, etc.) and additional mass media efforts (banner ads, email blasts, flyers, etc.) with all the same message and branding will increase reach which should help increase ROI and hit the goal of 15,000 attendees.

The use of correct marketing strategies can make or break an event such as this. It takes a lot of hard work and dedication to make sure a strong message is sent out and received by the target audience. It’s more than just use of the same colors, but keywords and phrases, images, sounds, and overall feel of the campaign that make a message come across as well thought out and professional.

red hot

Incorporating face-to-face interaction at the Red, Hot and Boom celebration on the 4th of July will not only help market the Florida Kids and Family Expo, but will increase brand awareness for My Central Florida Family. By providing a small preview of what the future event will be, future attendees can be confident that this event will be worth their time and money.

Including mobile marketing as well as billboards and radio advertisements will only further promote the Florida Kids and Family Expo.The more people that hear about the company and their efforts to provide great information to families, the better social media sites, websites, and events including the Expo will perform.

My Central Florida Family and the Florida Kids and Family Expo have a lot of great things going for them. With a little TLC to their Twitter and Facebook pages, a set up at the Red, Hot, and Boom,  and the use of a few additional advertising techniques, they definitely have the opportunity to bring in the 15,000 attendee to their big event at the end of August.

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XYZ Company

XYZ Company, a heating and cooling company located in Western Massachusetts, is a new business that has taken on the social media world. I think taking a good look at the analytics provided for the week of March 11, 2015 for XYZ’s Facebook page will show that the small HVAC company has a lot of potential.

With XYZ being a new company, I greatly applaud their engagement activity. As you can see below, in this particular week they are consistently increasing likes as well as their total reach each week over. For having less than 200 page likes, the engagement level for this growing company is rather impressive.

Analytics 1

My views of XYZ’s Facebook analytics is that the company is growing on social media. I can see from their recent posts that they are currently running a special, but even without this special I believe that they will continue to increase in likes and the amount of people their posts reach for several weeks just due to the fact that they are new to the Facebook community. Chances are they already have several fans outside of social media, it just takes time for these fans to discover companies on Facebook and actually like their page.

Facebook’s analytics show that XYZ Company’s Facebook page reaches more men than women, but it’s liked by more women than men. These statistics are always important to consider so that the company knows who to gear their posts more towards. Age and location are always important also, and as expected, the majority of XYZ’s fans are 26+ years old and in the immediate Massachusetts area.

Analytics 4

Analytics 5

Now, onto XYZ’s actual Facebook post.

On February 27th XYZ posted “March Mini Split madness is here!…” and hit a maximum reach of 3.5k people. They again followed up with a similar post on March 15th but only received a reach of 731 people. What should be noted though is that even with the reach being a fifth of their first post, they still had some of the strongest engagement numbers over many of their other posts. Clearly this March special they are offering is a big deal, and it gains a lot of attention. XYZ should make note of this for the future. If the announcements of specials and giveaways continues to yield high engagement numbers and reach, it could pay off for them to continue marketing in this way.

One great thing that XYZ Company can take away from this breakdown is that the majority of their page likes come from ads, therefore that part of their IMC campaign is definitely working. But there is only one time that someone found their Facebook page from an external site. This is great information! This means that XYZ Company has the ability to increase how people find their Facebook page, and the ways to do so are infinite. In addition to their Facebook page, XYZ Company is active on Twitter, Google+, and Yelp. They could use these sites, as well as their main website, to cross promote and increase the amount of external referrals. XYZ Company also markets their business with direct mail, which they could consider adding social media icons on to let their current and potential customers know they can be found on social media. Email blasts, as well as banner ads promoted strategically on other websites (local newspaper website, radio websites, etc.) could also link to XYZ’s Facebook page and help to increase these numbers as well as overall page likes.

Analytics 2

Analytics 3

Overall, XYZ Company is on the right track. The first thing they should focus on is increasing the number of page likes they have. The more page likes XYZ Company has, the stronger the company will look and the more likely their SEO will increase as well. An article on Meltwater.com points out some of the best ways to increase Facebook likes for a new business. The number one thing they say about increasing likes is “to achieve success on Facebook you need a community” (source). XYZ Company is already following a lot of these suggestions, such as posting quality content that is relative to their company and running a contest, but they should also be sure to interact with similar businesses on Facebook as well as ask their current friends, business partners, and customers to like their page.

With more page likes comes increased engagement. Setting social media goals should definitely be a priority for XYZ Company. Whether this goal be to increase reach to 5000 people, or to hit 500 page likes by the end of the year, striving for these goals will only help boost how strong their Facebook page is, and probably their other social media channels as well. An article by Constant Contact suggests that using a Facebook business page can help small businesses get discovered by their next big partner/customer, therefore using Facebook strategically is critical XYZ Company, and I think they are definitely on the right track (source).