Following a trial in January, Pinterest has launched a new look for its content-sharing social network today, which it says should start rolling out to users via an invite “soon”.
The first noticeable change is to the close-up view of pins. Now, when a user looks at a webpage for a specific photo or web clipping, they’ll be able to see other pins from the same board on the right-hand side. It uses the exact same mosaic-esque layout used on the home screen and individual boards, further extending Pinterest’s design ethos across the website.
Just underneath, users will able to see other pins sourced from the same website. So if, for example, you’re looking at a pair of incredible shoes, some of the pins underneath should show other kicks available on their online store. Likewise, a stunning landscape shot might have other snaps uploaded by the photographer to this website.
At the very bottom of the screen is arguably the most significant design change though. Pinterest now shows a board, covering the entire width of the webpage, that displays pins posted by other users who also pinned this content.
Follow? The idea is that if you’re interested or intrigued by a certain pin, the likelihood is that you’ll also enjoy other pins posted by that Pinterest user. The likelihood, however, is that more than one user has posted that image or link though – so the new feature offers a way to look at all of this related content collectively.
Pinterest says it will be updating its Android and iOS apps “soon” to include “People who pinned this also pinned” content.
The social network has been working hard elsewhere too. The end result is a simpler and cleaner experience marked by subtle changes such as slightly bigger pins.
“We also responded to some feedback from pinners who told us they hated losing their place while browsing,” a blog post reads. “Now, when you scroll through pins and click on something that interests you, the back button lands you right back where you were no matter how far you’ve gone.”
These changes should keep users engaged in the site, not only because it’s a more enjoyable experience to navigate, but also because it’s easier to find new and relative content. That in turn increases the likelihood of a user being interested in a particular product, service or experience – improving Pinterest’s potential for monetization further down the road.
While the anonymous, public and often informal nature of Internet dialogue often leads corporations to relax their guard, it’s important to note: Managing a brand’s social media presence is a tricky balancing act. The key to being successful? Keeping things polite and professional, and constantly acknowledging your audience’s voice, while adding value or insight to customer exchanges.
Looking to enhance your corporate social media efforts? Here are 10 simple rules every corporate social networking team should follow to better connect with fans and maximize the value of their online presences.
1. Thou shalt be patient and considerate.
While many campaigns seem to go viral overnight, it’s important to remember that businesses rarely experience instant breakthroughs or meteoric audience growth on social media. More important than chasing huge follower or subscriber counts is to consistently and meaningfully engage an audience by creating helpful and insightful content that addresses key concerns or speaks to consumer needs.
Over time, through constant two-way dialogue with users, this commitment will help your business build a loyal and involved following, the influence of which may far outstrip that of larger, less engaged audiences.
Be relevant, generous and sincere. While doing so may not seem as sexy or instantly gratifying as posting a viral video or infographic, it will help you build trust, empathy and, most importantly, relationships, the currency of the modern social realm.
2. Thou shalt not be indifferent to the voice of thy customer.
When you engage in social media, you commit to playing a role in very public customer conversations. This entails consistently having to acknowledge other parties’ opinions, and embracing both the good and the bad, including harsh or critical feedback.
Instead of looking the other way when someone posts something unflattering, take a moment to objectively assess the feedback. Constructive criticism not only presents opportunities to improve our efforts to serve end-users; it also presents a chance to engage in human exchanges, and apologize and appease the situation.
In other words, the goal is to create conversations, not critiques, and optimize the level of customer support and service provided to your audience. Sometimes, simply taking a moment to acknowledge others’ voices, or answer questions directly can bridge gaps that threaten to build a gulf between you and end-users.
3. Thou shalt be true to thyself.
You’ve spent ample time crafting your brand’s mission and values across your website, marketing materials and advertising efforts. Now is not the time to abandon the positive image you’ve worked so hard to cultivate, or forsake professionalism or propriety in the name of popularity.
Given the medium’s more personable nature, social media exchanges should certainly be more human than formal. But all should be respectful of customers, audience needs and the positive image you’ve worked so hard to cultivate. It’s important not only to respect followers’ time and intelligence, but also to be consistent with your branding and messaging across all platforms. That way, fans and followers know both who you are and the values that your business stands for.
4. Thou shalt think before you post.
Trade secret: Every post or status update you share should add value for your audience, regardless whether that value comes in the form of enlightenment, entertainment or an uplifting exchange.
Therefore, make every share unique, and think about how to ensure it counts – i.e., what can you add to the conversation that others can’t? As a simple example, retweeting posts of note is an excellent way to share information, but adding your own opinion or links to further resources is an even better use of time. Likewise, if you post every single little detail or update about your brand, industry and products, fans may become fatigued. Respect your audience and think about how to make posts superlative, singular and of notable worth before sharing.
The key question to ask yourself: What’s in it for them?
5. Thou shalt be brief.
Remember to keep it short and sweet on social media. You have only a few seconds to catch someone’s attention, and even less time to keep it. Therefore, make sure your posts have an immediate impact and utilize concise language, links, references or (better yet) visual assets, such as photos, videos and inforgraphics. These quickly convey key information at a glance.
Look for ways to distill an idea down to a single statement or elevator pitch that clearly and quickly communicates subject matter, tone and target audience, and provides further points of reference should audiences wish to dive deeper into the topic.
6. Thou shalt not hog the conversation.
In many ways, social networks serve as the world’s largest cocktail party. But no one wants to be stuck with a self-centered conversation hog.
The same rule applies to your social media presence, where it’s important to listen before speaking – doubly so, as the dynamics of conversation and rules of online behavior differ depending on context and parties in attendance. Dedicate the majority of your time proactively engaging your audience, then split the remaining time between content your audience will care about and promoting your brand.
7. Thou shalt do good.
Think of social media as the world’s largest megaphone or amplifier – it can project your online voice louder, farther and faster than ever before.
Always be engaging and upbeat (negativity never reflects well on the poster, especially online, where conversational subtlety and nuance are often lost in translation), and take advantage of the opportunities presented to promote positivity. Material you post online should be less promotional than beneficial in nature, designed to help viewers save time or money, enhance learning and awareness, or offer key opinions and insights. From securing support for charitable ventures to offering deeper looks at evolving trends to helping fans and followers make valuable connections, consistently look for ways to aid, assist and uplift your audience.
8. Thou shalt keep it strictly business.
While color and personality are always welcome online, business and pleasure seldom mix well in social media contexts – personal and corporate accounts are best kept separated. Remember: Users following business accounts do so because they identify with the brand, and expect content in keeping with its core image and focus. Posting anything outside of this realm may prompt confusion, surprise or indifference, and has the potential to reflect poorly on your brand.
Communications should universally be polite, professional and on-topic. Where the risk of misinterpretation or controversy exists, play it safe and skip posting. Keep your tone and voice upbeat and respectful – avoid complaints, negative comments and stabs at the competition at all costs.
9. Thou shalt respect the hashtag.
Twitter hashtags are great vehicles for highlighting topics of relevance, drawing audience’s attention and fostering fan engagement. However, they can also be dangerous when used incorrectly – i.e., too frequently or in inappropriate contexts.
Oftentimes, brands overuse hashtags or place them in unrelated posts to drive added visibility. But doing so may leave viewers feeling cheated, especially if those hashtags add no relevant context to conversations or potentially alienate readers. This can cause a negative reaction to your online voice and ultimately your business, which will not only hinder fan acquisition but potentially detract from your brand.
10. Thou shalt not lie.
Skip the temptation to embellish, fib or inflate the truth online, especially since it can easily backfire or even lead to potential legal repercussions. Likewise, be honest with your audience. If fans and followers have questions about an evolving scenario – e.g., a potential PR crisis -– sometimes, the best answer is simply a prompt: “Apologies, but we don’t know. However, rest assured we’re working on it, and will let you know as soon as possible.”
Trust is the foundation of any relationship – real or online, and its loss can have a marked impact on both your brand and customer perception. As Benjamin Franklin once pointed out, it takes many exchanges to build a positive reputation, but only one mistake to undo it.
If you’re like most local merchants, you’re thinking about how your marketing campaigns can stand out from the competition. The good news is that March presents three unique opportunities – St. Patrick’s Day, March Madness and the first day of spring – to engage your customers using email and social media marketing. Here are some ideas to get you started.
Sharing of the Green
As one of the most festive holidays, St. Patrick’s Day is known for bringing the local community together to celebrate. You can apply the same concept with a “sharing of the green” email campaign that presents a compelling deal to existing customers when they share it with a friend. You can make it more enticing through an added incentive if that friend becomes a new customer.
The three-week basketball series is an opportunity to run an extended campaign. Also, since the games have national appeal, you can engage local customers while potentially reaching new ones across the country.
One way to do this is by posting a bracket on your blog, website or Facebook business page. Instead of advocating a gambling pool or taking sides on a particular team, you can list the teams in the brackets and offer a discount or a special offer based on the final score of the games. For example, a 12-point difference would equate to a 12 percent discount on certain items the day after the game.
This will prompt your customers to frequent your website and look forward to receiving your emails with information about the game results and your daily specials.
The First Day of Spring
To celebrate the first day of spring, consider hosting a private event for your VIP customers to give them a sneak peek at your new seasonal products.
You can also create a weather marketing campaign. For example, if March 20 is 65 degrees, customers will receive a 10 percent discount. For every degree over or under 65, they can apply the difference as an additional percentage off their purchase.
Still another idea is to partner with local merchants to create combination offers. For example, a dry cleaner and restaurateur can team up to offer a deal to customers that dry clean their spring wardrobe and then try a new dish at the restaurant.
Here’s to a successful end to winter and a fresh start to spring!
Social media tools may not be difficult to figure out, but using these tools for a specific purpose is still a challenge for many. No matter what your business, you can use social media either to find new customers or answer your customers’ questions.
However, before you jump in the social media universe to publicize your brand or start a new campaign, you need to ask these important questions.
What do I want?
Your business will always be in one of these stages: creating brand awareness, providing product information, answering questions, giving comparisons, selling the product or service.
What are my objectives and expected result?
You may have just started your business or you may have launched a new product. The content you develop will fit into one of these categories. Eventually you will have to develop content for each stage, but it is important to define the immediate activity and objective of any campaign. For example, you want to create a buzz for a new product. It is important that you define this objective and define the kind of results you expect from this exercise.
Which Medium to Use?
You have your objective defined – create awareness for your new product. Depending on your business and product, you have to determine the type of media that is most suitable to create a buzz. If your products mainly appeal to visual senses, then creating content in the visual medium is the right choice. For example, if you are a tattoo artist, people will want to see your designs before they come to you and these will also appeal to tattoo enthusiasts. Long texts or short text messages will definitely not have the desired impact.
Which medium will have maximum impact on my customers?
Apart from matching the medium to the product, if you the only contributor to social media activities, selecting the media that best suits your business and that you are good at producing without investing a lot of time will give better results.
Which Social Media Network Will Help?
This is an age-old ideology in HR departments – find a person suitable for the job you have rather than adjusting the job to fit the available candidate.
Fit a social media network to the business, not the other way round.
Now you know your objective and the type of content you need to publish to create a buzz for your product. The time has come to go social media network hunting – with so many around, it can get really confusing. The most important factor, of course, is which network has the most number of active subscribers. For visual media, Pinterest, Instagram, and Youtube are your best bets.
Did it Work?
Any improvement in strategy is possible only when you measure the response to your campaign. If your objective was to create brand or product awareness, how many likes, shares, and visits to the product page did you get? Although these numbers do not guarantee that all the people will remember your brand, they can indicate brand exposure or reach. Brandon Hickie explains different methods you can use to measure the impact of your campaign.
Count the numbers!
These numbers can indicate that the people who engaged in any of these activities know about the brand or the product. There would be others who saw but did not Like or share, but that number can only be higher than those who did click or Like.
So here we are, with a simple 4-step process that ensures your social media activities for business are not random and thoughtless.
Step 1: Define your social media objectives and their expected results.
Step 2: Identify media that best portray your products.
Step 3: Identify social media networks that support your objectives and media.
Step 4: Measure and adjust your social media strategy.
Answering these questions will provide you with a concrete plan to work on your social media strategy. How do you measure the success of your social media presence and your activities on social media networks?