12 Tips and Tools for Better Facebook Management

12 Tips and Tools for Better Facebook Management
39% of Small Businesses Get a Return On Investment From Social Media
Invoice Factoring Growth Up to the 21st Century
Your Franchise Location Needs This
Facebook Home Reaches 500,000 Downloads
How You Can Stay on Top Like Apple

Posted: 25 Apr 2013 02:00 AM PDT

facebook management

A recent small business survey suggests businesses are increasing their use of social media. They are also seeing increasing return on investment. The survey also shows small businesses continue to struggle with maintaining their Facebook management. This is despite the fact that, at 1 billion members, the Facebook audience remains the largest in social media.

Below, we’ve collected 12 Facebook management tips and tools. We hope they help you make the most of of your Facebook efforts.

12 Tips and Tools for Better Facebook Management

Embrace Basic Techniques for Creating Customer Engagement ~ Capture Commerce

SEO professional Tim Shivers interviews Meghan Nichols of the online seasonal store, The Jolly Christmas Shop. Nichols explains some of the basic techniques small businesses should use to get engagement on Facebook, and recommends sharing information about your products or services to get fans excited about them. She also suggests giving customers fun ways to interact by posting contests and games, encouraging your audience to give you feedback. Making sure your Facebook page remains active is important.

Give Your Facebook Page a Few Extra Frills ~ CorpNet

Blogger and social media marketer Sian Phillips shares some additional features you can add to your Facebook management. Adding a vanity url, more photos and apps makes for a more attractive page. Learn how to set your page apart from others where owners have clearly taken a lot less time. Also use simple techniques like scheduling posts ahead and promoting and sharing “link only” updates. These steps improve your productivity and get your page better visibility.

Use Even Negative Comments to Build Your Brand ~ Social Brothers

Social media consultants Nicholas and Trevor Kohlhepp share how one of their clients, a dog groomer, responded to a negative comment circulated on Facebook. She published her side of the story, sharing it with the community, eventually successfully addressing the complaint. The client’s efforts got the offending comment removed from social channels. Meanwhile, the good will she generated through her thoughtful response won her a 200 percent increase in traffic and two new clients, the Kohlhepp brothers said.

Put a True Dollar Value on Your Facebook Fan ~ You’re the Boss

Michael Scissons, chief executive of social media marketing firm Syncapse, says his company has put a true dollar value on the average Facebook fan. It’s about $174.17, says Scissons. He tells blogger Gene Marks any small business can do the same. Scissons advises business owners start by considering the amount of spending a fan has done on a product or service over the past twelve months. Consider loyalty and purchasing intent into the future. Also evaluate the likelihood of their recommending the brand to others. Scissons also makes some other suggestions to help you assess the value of your Facebook fans.

Make Decisions About Your Goals and Target Audience ~ The Social Media Hat

Web developer and small business owner Mike Allton says it’s time to rethink Facebook for your business. He points out that changes in Facebook’s business model and EdgeRank algorithm make it more useful to some businesses than others. This doesn’t mean you should abandon your Facebook efforts, of course. But you should be realistic about how you use the site for your business. Allton says emphasis has shifted away from profiles used in networking. He says focus is now on promoted posts and the increased reach possible through a paid marketing campaign. This may make Facebook more ideal for B2C rather than B2B marketers, he speculates.

Use the New Facebook Reply Button for Brand Management ~ V3

Erica McClenny, senior vice president of client services at social media management firm Expion, says Facebook’s new Reply Button is important for managing your brand. It also helps create deeper engagement with fans and customers. McClenny says the Reply Button allows you to respond directly to a specific comment. It creates an individual thread and arranges comments based on relevance. McClenny says use of the Reply Button will create a new layer of insight for marketers to see what kind of comments generate the most responses.

Use Mobile Layout to Monitor and Manage on the Go ~ Facebook Studio

It’s certainly possible to program updates ahead of time in an effort to be more efficient at Facebook management. But the social media world does operate 24/7. In order to engage with fans and customers or even update your page while traveling, mobile tools are helpful. Facebook’s latest mobile layout has been designed with the consumer in mind. But Facebook page owners also use it for their own Facebook management from mobile devices, the company says.

Don’t Forget About Facebook Home ~ The Huffington Post

Some have dismissed the new Facebook app for Android. But Andrew Cherwenka, CEO and co-founder of Authintic, says marketers should be asking what’s in it for them. Cherwenka’s firm provides personalization data for retailers. He says Home will provide brands with larger audiences in the short run as the app increases the amount of content Facebook users consume. Long-run, Cherwenka says Home will provide another way to reach Facebook users with targeted advertising.

Include Facebook Local Search in Your Marketing Strategy ~ AdWeek

Facebook’s new mobile and desktop business pages let you boost your visibility in local search. Tim Peterson says small businesses are already using local online marketing on Yelp and Google. Facebook’s updated pages include more prominent check-in and click-to-call buttons. They also feature an enlarged map and starred rating box for local businesses. Peterson writes brands should focus on increasing local social interaction to improve visibility in local search on Facebook, too.

Take Advantage of Cost-Per-Action Bidding ~ Marketing Land

Facebook recently introduced another marketing opportunity for businesses seeking to boost their social marketing campaigns. Greg Sterling gives an overview of bidding on ads and actions connected with page likes, offer claims and link clicks to product profile pages. Eventually, Sterling reports, all Facebook advertising will be available as cost-per-action, giving all businesses a better way to measure success.

Sign Up for Circl to Measure Conversion From Social to Foot Traffic ~ TechCrunch

Founders of new tech startup Circl say they can track a customer from the minute they engage socially to the minute they walk in your front door. That means better Facebook management. Here’s how it works. Circl lets you make offers on your Facebook or other social networks. It lets customers get that message forwarded to their smartphone via email or text. They then click on the text at point-of-sale, allowing you to measure conversion.

Use new Salesforce software to run your Facebook campaign. ~ Bloomberg

Salesforce calls the software Social.com. It allows marketers to create campaigns for the Web and mobile devices using Facebook, Twitter and other analytics data. This allows marketers to track ad performance over many platforms, adding new value to Facebook and other social media advertising.

Like Photo via Shutterstock

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39% of Small Businesses Get a Return On Investment From Social Media

Posted: 24 Apr 2013 05:00 PM PDT

Thirty-nine percent (39%) of small business owners are seeing a return on investment from social media. That is according to a recent survey by Manta, released just last week.

Manta, an online small business community, surveyed more than 1,200 of its members to generate its quarterly Small Business Wellness Index, where these findings are from. Chart excerpt:

Now you might think that 39% isn’t so positive, if more than 60% are not seeing a return. However, let’s put it in perspective with the other findings of the survey. When you do that, the small business attitude toward social media looks far more positive.

Consider these additional findings:

Small businesses are dedicating significant people to social media – Seventy-four percent (74%) of small businesses have at least one person dedicated to social media activities. Clearly, small business owners must think it is worthwhile to dedicate precious human resources to social media. Small businesses don’t have teams of people that they can deploy, like large corporations.
Small businesses are spending significant time on social media – The overwhelming majority (81%) have increased the amount of time they are investing in social media or stayed the same, compared to a year ago (actually, 49% increased their time, and 32% are spending the same amount of time). Only 7% decreased the amount of time they spend on social media. So clearly, small business owners must be seeing some value if the vast majority continue investing time in social media. In a small business, time IS money. You don’t spend it without good reason.
Small businesses plan to invest in social media for Q2 – When asked what they plan to invest in, during Q2 of 2013, social media was included along with online advertising and marketing as the second highest area. Thirty one percent plan to invest in generating sales, and 26% plan to invest dollars in online advertising/marketing/social media. By contrast, only 12% plan to invest in traditional marketing, and just 2% plan to invest in mobile.
Some have been able to pin down a dollar return – Of those seeing a return on investment, thirty percent have achieved more than $2,000. Thirteen percent have achieved ROI of between $1,000 and $2,000.

Taken all together, it suggests that small businesses are seeing benefits, because they keep devoting the resources to social media. However, not as many have seen a clear return on investment from social media quantified in actual dollars.

Still, just because you can’t pin a dollar amount to it, doesn’t mean it is worthless. There are many activities in a business that add value but are hard to pin down in dollars.

One possibility is that small business owners are still experimenting to find what works best. After all, we know that social media is complex. Not every social site works for every business. It takes time and knowledge — and trial and error — to figure out how to get a return on investment from social media.

Pamela Springer, CEO of Manta, notes that a shift is taking place, in her comments accompanying the release of the results. As small businesses experiment and figure out what works best for them, they will settle on activities that drive the most return for them, she observes. She says, ”"As a highly pragmatic and time-constrained group, small business owners are strategically adopting platforms that show real results for their business. However, social media is not a stationary phenomenon. As SMBs shift from the experimental stage to a results-focused phase, their social media usage will evolve to maximize the value.”

Other interesting factoids from the survey are that Facebook is the site small businesses have the most difficulty maintaining. LinkedIn and Twitter follow, in that order.

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Invoice Factoring Growth Up to the 21st Century

Posted: 24 Apr 2013 01:40 PM PDT

The history of invoice factoring goes way back to the times of King Hammurabi of Mesopotamia, over 4000 years ago. It has been playing an active role in business finance since then. From medieval businessmen to English colonists – and from garment textile industries to transportation industries – invoice factoring has a long history.

Today, with some banks limiting loans to small businesses, invoice factoring has emerged as an increasingly popular means of alternative finance. Since factoring advances money on invoices owed to a company, it’s not technically “credit.” So businesses can get their hands on much needed cash flow quickly, without going through some of the traditional bank loan underwriting activities.

This infographic by CBAC Funding below traces invoice factoring from ancient times, follows it through to persecuted Jews fleeing to Italy, touches upon its use to help trade with English colonists in America and highlights invoice factoring growth in the 1930s and 1940s in the United States.

It also explains invoice factoring, its benefits for small businesses and its ability to stand the test of time. The idea behind this graphic is to give you a sense of factoring’s place in history as well as its importance today to small businesses.

[Click here to see full size version]

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Your Franchise Location Needs This

Posted: 24 Apr 2013 11:00 AM PDT

franchise location

Traffic. You're going to need a lot of traffic. If you're thinking about buying a franchise and the one that you end up choosing is going to require a commercial location, read on.

What Your Franchise Location Needs

You Need Traffic

If your franchise location is going to achieve the kind of success that you're hoping for, you're going to need a lot of traffic. Your retail store or restaurant is going to need foot traffic. All storefronts and food-service establishments need feet. Feet = Revenue.

For example, 740 million feet entered and exited Apple's retail stores last year. That’s 370 million visitors. Do you think that's one of the reasons that Apple enjoys amazing profits? (Apple stores are company stores, not franchises.) Apple stores are in the retail space and in retail, it's about volume.

Of course, you need a way to encourage the traffic that exists in the vicinity of your business to open the door to your franchise location and enter your establishment. But how?

You Need Visual Appeal

Your business is going to need visual appeal. According to The Retail Doctor®, Bob Phipps:

"If you're in a popular destination with great foot traffic, you can create a great window that tells one story and tells it well. Your window display must be your invitation to the passerby. A well-designed window display encourages impulse sales and peaks a customer's curiosity. It might even tug at their heartstrings."

In addition to your window display, you may have another option; sidewalk attractors. You'll have to check with your local zoning commission, but you may be allowed to put some simple sidewalk signage up in front of your franchise. Attention-grabbing sidewalk signage works wonders, and can force potential customers to look twice at what your business is offering.

In addition to sidewalk signage, seasonal outdoor plants can spruce up a storefront, so leave room in your advertising and marketing budget for a few of those.

You Need Workshops And Seminars

One way for your business to stand out is by offering informational workshops or seminars. Today's consumers love stuff that is free, and you can really capitalize on that fact by putting on information-laden talks and demonstrations.

For example, let's say that you're a Pet Supplies Plus franchisee. If your franchise location offers dog grooming, why not take it outside? Grab one your employees' pets, and do a demonstration (if your local community will allow it) right in front of your store. That would really attract attention.

One caveat: I haven't read the Pet Supplies Plus franchise agreement. I'm not sure what their rules are when it comes to marketing and advertising in and out of their franchise locations. Make sure that you check with your franchisor before doing anything too creative.

You Need to Host A Charity Event

Hosting a local charity event at your franchise location can be a real win-win. But, it must come from the heart.

What I mean is that to do this right, you need to choose a charity that is close to your heart in some way. Don't host a charity event just because it would provide good exposure for your business. Do it because you really want to help. In addition, make sure that you choose a charity that your target market can easily identify with.

If you own and operate a Tutoring Club franchise, you can easily set-up a book drive and donate the books that you've collected to local daycare centers and community centers. You could even ship them to third world countries where they'd most certainly be welcomed. If you own an Edible Arrangements franchise, it shouldn't be too difficult to find a charity that accepts food donations.

Do you know of any other ways to attract foot traffic?

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Facebook Home Reaches 500,000 Downloads

Posted: 24 Apr 2013 08:00 AM PDT

Facebook Home, the new Android-based app that is designed to overlay the regular Android home screen, reached a bit of a milestone recently. According to several reports, at least a half-million people have downloaded Facebook Home from the Google Play store.

Facebook Home is currently exclusively available through Google Play, and only ready to run on select Android phones. New HTC First phones are the first devices to have the App pre-loaded.

Observers consider the number of downloads a slow start considering the popularity of Facebook. Reviews of the phone are mixed. For example, Steve Kovach at Business Insider observes that the app’s messaging feature “Chat Heads” is so brilliant everyone from Apple to BlackBerry should copy it. On the other hand, Kovach says if you use your phone for productivity and need access to other apps, Facebook Home is too much of a distraction.

Outside of the download statistics, the early reviews have not been kind to Facebook Home. Based on the reviews at the Google Play store, more than 6,000 people have rated it with just 1 star and the app gets an overall 2.2 rating. Facebook’s standard Android app gets an overall 3.6 rating, but a majority of owners have given it a full 5 stars.

Facebook says it is constantly updating the Home app and will release new versions more often than an operating system would, according to a report at FastCompany. Facebook’s VP of Mobile Engineering Corey Ondrejka spoke with reporters recently and hinted that some features could be updated soon, including the addition of folders and widgets so that Home does not interfere as much with a user’s regular Android home and lock screens. Ondrejka also said that users will likely be able to edit their news feeds on Home more like the way they can on Facebook’s website.

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How You Can Stay on Top Like Apple

Posted: 24 Apr 2013 05:00 AM PDT

lessons from apple

If Apple's brand doesn’t already impress you, consider the fact that Apple's store in New York City has a valuation of approximately $4,700 per square foot. Jiminy Cricket – that's worth as much as the White House.

Despite increased competition from Google and Samsung, Apple retains its status as king of the technological marketplace. Forget any rumors of Apple's demise. All brands experience cyclical business waves, and while Apple may have had recent blips on the radar, their overall trajectory is still impressive by any figure.

Fortunately, you can incorporate a little bit of Apple into your pie by learning from their marketing strategy. Just like the technology it sells, Apple's marketing strategy focuses on staying relevant and nimble.

Lessons From Apple

Lessons From Apple's Geniuses

One of the reasons Apple has stayed on top is because of their incredible customer service. I mean, has anyone else been flocked by a swarm of blue-shirted employees the instant they step foot into the Apple store?

Apple's customer service goes far beyond their helpful floor associates. Anytime you have a problem with your device, you can bring it in to be seen and troubleshot by a "Genius." And these Geniuses actually know how to fix the technological issues you face. Unlike Best Buy's Geek Squad, which has frustrated many consumers,Geniuses are effective.

Likewise, is your customer service equipped to handle problems?

Apple’s Comprehensive Marketing Strategy

Apple's content is everywhere, from YouTube to television to Twitter. Regardless of where you look, the tone of their brand and advertising content is consistent. By keeping a focused vision of what you want your marketing to look like, you will be able to enact a consistent marketing strategy.

Also remember that content isn’t limited solely to your advertising. Emails that you exchange as part of customer service become content that you can use to your advantage. For instance, Steve Jobs was known as one of the few CEOs who personally responded to customer service emails. Even though it was impossible for him to respond to everything, of course, his gesture distinguished him as a CEO who truly valued the consumer experience – and that built loyalty.

You're Only As Strong As Your Weakest Product

What was one of the first things that Steve Jobs did when he returned to Apple? He slashed the company's product offerings from nearly 400 to just 10. Jobs wanted to focus on the quality of Apple's products, thereby ensuring that consumers understood that anything they bought from Apple would be quality no matter what.

Likewise, when you ensure that your brand only carries and promotes the best products, you're building consumer trust.

Apple Photo via Shutterstock

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