Social media #1

a. Pinterest – Upsizing your brand by being PINNED!

Pinterest is not a complete stranger to me because I come across the website from time to time just to get some good baking recipes, or admiring gorgeous photos that draw to my attention while I am using key words to search for related information via Google Search.

By doing a deeper research on the topic, I realized it is “A whole new world” that I thought I knew about it already, in contrast, I didn’t.

There are about 250M accounts that are active on Pinterest. And the number of businesses, benefiting from Pinterest as a marketing tool, is at least 1/500 of that.

Theoretically, Pinterest is a design feed engine where you can pin all your favorite cooking recipes, furniture ideas, logo ideas and cosmetic brand photos from the image source by Pinterest users to your Home Feed. It is a smart tool that keep you reminded by your latest activities of interest. Images shared on Pinterest are recommended to be in good quality, creative design, and as tall as possible (vertically). By following other accounts, you can take advantage of their tastes that are perfect for you due to the qualifying links/images shared on their public well-organized boards.

All you need to do while searching for anything online is a right keyword. After that, you can narrow down the list of relevant matter in less than a second. On Pinterest, clicking on the nearest topic will lead you to another suggested paradise of even closer results. The algorithm helps us to create a tree of similar ideas, topics, descriptions and brands. In fact, it saves you an incredible amount of time from surfing google image results and keep rolling down to an eternal of pages. Somehow it recalls me the other day when I went shopping on amazon.de. Interestingly, I saw many other the items, besides the Mickey hat at the main block above, that are suggested on the neighborhood row.

Nowadays, it is easy for you to save many articles, images and links from most of the websites that you visit to your Home Feed on Pinterest.co. For better performance, everyone, especially for companies aiming Pinterest as one of their strategic marketing sites, should penetrably categorize the topics by Board. A precise description (up to 500 words and 20 hashtags per image) is an advantage to help your work be seen by audiences whom use matched keywords.

Here is a link to help your business improve efficiency of using Pinterest marketing tool: https://sproutsocial.com/insights/pinterest-marketing/.

Facebook – the biggest global social network

Sixteen years ago, Thefacebook.com’s creation was as expected, soon became the most scandalous million sues at that time. The website was coded by Mark Zuckerberg, a talented Havard University’s former student, not to mention the joins of his friends – Ecuador Saverin, Andrew McCollum, Chris Hughes and Dustin Moskovitz.

In 2005, Thefacebook.com was officially shifted to Facebook.com. Microsoft and Apple Inc. are two close partners of the company.

In 2012, Facebook’s IPO (initial public offering) at US$38 and according to the latest statistic was at US$221.97 (Jan 2020). And only a month before the event happened, Facebook Inc. bought Instagram for US$1billion.

Facebook site’s users are at least 13 years old to create a Facebook account. Estimably in 2019, there has been nearly 2.5billion active users so far in which most of them are from 18-34 years old. It was witnessed that there were more male users than female users between this range.

Regarding Facebook market share, Facebook holds more than 64% of the international social media pie and leads far over Twitter, Pinterest and Instagram. Additionally, India is the most condensed market (269 million) for Facebook, followed by the US, Indonesia and Brazil with over a hundred millions of user registrations.


Credit to https://www.flickr.com/photos/bitsfrombytes/43617178595

b. Why is Facebook so attractive for companies?

A research made by Conversocial.com revealed that every Facebook post received 62 times more engagements than one posted on Twitter. From that point of view, marketers will have an easier which environment that works best efficiently on their promotion campaigns. Especially together with the Instagram acquisition by Facebook in 2012, a huge relative benefit chain is rising for companies to adjust plans and synchronize their audience data in both apps.

Not only does Facebook create a viral community for users to communicate, but it also allows businesses to win the attention of their targeted customers among billions of Facebook users. That Facebook obtains is an 8/25 world’s population profiles and usage data makes it significantly profitable for companies to acquire in need.

Nike 33M, Taco Bell 10M and Best Western Hotels & Resorts (H&R) 1.1M are examples of companies that take advantage of Facebook’s various range community. Let’s discuss further on how Nike and Best Western H&R promote their brands and products&services on Facebook.com.

Nike specifically categorized its customer awarded groups by creating different pages for each incorporated sub-brand, customized customer group and denotative product lines; such as Nike Football, Nike Women and Nike + Run Club and Airmax. Nike Football has around 43M followers, which is 10M more than its company page. “Just Do It” slogan, by its 30th birthday in 2018, again brought the media and folk’s millions of attentions (where over 15M #JustDoIt is via the Instagram platform) to the brand regardless its fans boycott backlash. Big campaigns are repeated endlessly on Facebook to carve the effect of Nike more than just a sportswear company itself on the audiences’ impression. Organic engagement rate, apart from the main page, plays a major role in total.

There is a noticeable amount of videos over pictures shared on Nike main Facebook page from 2018 backward which tells more stories than picture’s performance. The answer for Nike not to have any new post since the last 2018 post can be exampled by a series of continuously boosted dark posts, or “sponsored” posts, pop up at Facebook user interest groups’ timelines.

Besides the footwear industry, the hospitality industry also finds its most appealed opportunity in mastering Facebook marketing tool, according to Zheng Xiang and Iis Tussyadiah in 2014. International hotel chain Bestern Western H&R is one of the most active business users by uploading minimum a post followed by a photo with the attitude of encouraging sales on views. From the study and my quick research at their main page on Facebook.com, I partly agreed with the authors that the hotel is using Facebook more as a traditional marketing tool than a social network tool.

On a positive comment, the company has performed well in making it easy for users to get information. Posts are majorly about the available properties, services, promotions, nearby activities and attractions; and predictably followed by a picture or a video covering an operation topic. There is a consistency in the daily post distribution to keep the stakeholders familiar with the hotel brand.

However, the share of interactions by post is confirmed to be very poor due to the preference of time and convenience for content creators. If communication is the key, Best Western is lack of a win-win publish. Unless you are an angry customer, you will not “get to join the talk” with the page admins. Similar to many other hotel chains, Best Western H&R has its application for (mobile) devices using Android and IOS operating system. Nevertheless, they do not have their app connected to Facebook’s and other social networks’ feedback&rating function. It is a pity that they do not make use of such a comprehensive customer relationship tool.

c. Tips for business marketing on social media

  • Get authorized the rights to share newsletters, promotions, videos or product advertisements by targeted identities
  • Do not spam your customers with irrelevant content
  • Categorize your collections/posts
  • Keep track of CPM (cost per mile or 1000 advertisement) and evaluate ROAS (return on advertising spend) of your work performance. Adjust your budget for each of the topic and locate the ads to the right site accordingly.
  • Use the right keywords, find the right targeted audiences.
  • Segment audiences based on demography, hobbies and so on.
  • It is all about LIVELY, ENGAGING and SOCIALIZING when you think about the message content
  • Schedule your work’s frequency and listen to your viewer opinions
  • Find an expert to help you out if those tips do not work for you.
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