Monthly Archives: November 2011

Introducing the NEW Facebook Timeline

Courtesy of SOCIAL MEDIA TODAY.

You may have heard that Facebook will be rolling out their new profiles and features, including “Facebook Timeline”. As developers for Facebook, the team at MarketMeSuite got early access to it.  This post explains the new lay out and features. The big change is actually on your own page, not so much on your news feed/homepage. The layout is completely new and different.

1- Cover Photo

The big change is the photo across the entire top of your page, the “Cover Photo”:

As Facebook themselves say, it will now be the first thing anyone visiting your page see. It packs a punch and the visual impact is something not seen o Facebook before. You have complete control over the photo, much like a profile photo and it can be changed and updated as often as you like so you don’t have to worry about it being set once it’s in place. However, it is not something you an opt out of and remove so be sure to pick images you like!

Do note though, that Facebook has banned using this space as a banner for advertising, commercialization or infringement of others.

2- Data Storage

New Facebook will be storing your data is a newfangled manner. All in one place! Whether it’s you photos, videos, your friends list, apps or anything else, they will all be located in the same place. This is not to say it will all be a jumbled mess on your page but rather set in a clear and precise row where you can select the topics of your choice:

It’s definitely much easier to see what you are looking for and access it easily. When things are set out clearly, time and patience are saved, this is something that may make Facebook much more stream lined and efficient.

3- The Activity Timeline

Here is one of the key new features, where the idea of the “Timeline” really comes into its own. The activity timeline shows all of your updates, friend making, photo uploads etc that you have ever done. From the very first day you started using Facebook. It is also where you will be controlling your privacy settings for all posts, past, present and future.

This data can not be seen by any of your friends or other Facebook users so you can rest assure that your information will be secure and private so you can be as selective in your publishing and topics as you like! Be aware, this is not your notification prompts, they remain the same in the top bar.

4- The Real Timeline

The timeline, of everything you do on Facebook and in your day to day life. Whether you log your events in updates or fill in the blanks, add photos or videos, talk to friends, it is all logged here from day 1 to now! Whether you want to scroll back manually or select a date form the side side bar, you can see every single piece of data you wish.

This is great if you wish to locate a certain update, photo, status update or “Liked” data. Knowing you can find it easily but date or just scroll through means you have all your data at your fingertips ready to share with others or keep for yourself.

For Better Or Worse?

This new Facebook has been an eagerly anticipated event. Even though it had not been released to even developers until last week, it’s a popular topic of conversation or many social media fans. And it’s caused a ripple and divide in opinion. Some consider it a masterpiece in social networking future technique. After all you have every single piece of data you would ever need, you have control over it and it gives you far greater control over your social media and online sharing and interaction.  However, others consider that it may be invading too much into ones personal life, as they will be asked to add D.O.B, key events, memories, personal events and feelings that happens outside of the social  network. Does Facebook really need to know this? Is it all just advertising and an act of power at showing how influential they are? But saying that, people have the option to opt out of adding that data and keeping it as limited as possible so do Facebook really hold any sway over its users? People also argue that Facebook make far too many changes and it’s hard for users to keep up with them and be constantly learning new ways of how it works.

Key Take Away

When this new Facebook is pushed out to everyone, the only person whose opinion matters will be yours. You get to pick what you add, which data to share with Facebook. It’s an objective view and it will be a change which will have provoke various outlooks and opinions, sure to be heard through many a blog and article and even among friends. One thing is for sure, it’s a change that you will have to get used to, love it or hate it.

Who Wrote This Article?

I’m Nikki and I work at MarketMeSuite, the social media marketing dashboard. We have some Great news! We are now free! Please check it out and be sure to let me know what you think!

When Your Brand Message Doesn’t Match How People Search

Courtesy of SEARCH ENGINE LAND.

SEO is all about words. Which words people search with; how to use them; and where to put them. Choosing the right keywords is imperative to the success of any SEO campaign.

Unfortunately, selecting these keywords isn’t always as simple as it would seem. Many B2B companies have very specific marketing and messaging philosophies that may not always line up exactly with the way prospects search.

What? We Can’t Use Those Words!

This is not a new problem. It is often said that SEO is the art of compromise. There are times when a B2B company is presented with SEO recommendations and the response is, “we don’t want to use that word/phrase on our website”.

While the keyword or phrase may be highly relevant and have great search volume, the phrase itself may not be appealing from a brand message perspective.

For example, your marketing team may refer to your service as “demand creation”, but the vast majority of your prospects are searching for “lead generation.”

Your CEO may be in love with the term “enterprise telecomm services”, but most buyers search for “call center.”

What should a B2B marketer do if their company’s brand messaging does not align with the way prospects search?

Six Factors To Consider

Here are six factors to consider when evaluating whether or not to include keywords in your SEO strategy:

  1. Keyword relevance
  2. Search volume
  3. Competition
  4. Searcher Intent
  5. Market Position
  6. Internal vs External Industry Jargon

Relevance & Volume

First, does this word or phrase describe your business or your products/services? Is it highly-relevant to your business? If yes, the keyword should at least be considered for inclusion in your SEO program.

Second, does research indicate that this keyword or phrase is commonly used?

Look at total search volume as well as the amount of variations of the keyword or phrase. If volume is high for both of these metrics, this phrase is most likely often used by prospects in relation to your business.

Competition

A third data point to consider is whether your direct competitors are using the phrase.

If a majority of competitors use these words on their websites – there’s probably a very good reason why! Be cautious about going against market trends when it comes to common search phrases and the way people describe your products and services.

Searcher Intent

Can you tell if the person conducting the search with this keyword or phrase is looking for your product or service offerings? Or does this word/phase have a variety of meanings and uses?

For example, acronyms often have high search volume, but searcher intent can be hard to determine due to different meanings.  ”ERP ” usually means Enterprise Resource Planning, but it can also mean Effective Radiated Power, and Electronic Road Pricing!

In order for a keyword to be an effective element of your SEO campaign, the intent of the searcher must be to find the exact service your firm offers.

Market Position

The next factor to consider is market position.

If you incorporate a keyword/phrase into your website, will it negatively impact your company’s position in the market? This may be the case if the keyword describes only a small part of your overall service offering or is not entirely reflective of your company.

Overall, if it is not likely that having this keyword (or phrase) on your website will negatively impact market position or audience perception then the risk associated with including this keyword or phrase in your SEO program is low.

Industry Jargon

Finally, the issue of industry jargon must be addressed.

It can be hard to remember that a word doesn’t always carry the same meaning to the whole world that it does within your company. B2B marketers often create a new description for products or services that they believe sounds better than the common name or search phrase.

While it is important to have a unique selling proposition, the new description may not match the way your target audience would describe your product or service.

Remember, successful SEO is dependent upon speaking the same language! Beware of building your SEO strategy around internal marketing jargon – rather than the words prospects actually use to search.

SEO Benefit vs. Market Position & Perception

In my opinion, an effective SEO program requires that a company stand behind all of the keywords and phrases they are targeting. These six considerations can help you evaluate the pros and cons of including keywords in your SEO strategy.

There are times when a B2B company must adapt their brand message and times they should stay the course.

SEO agencies and B2B companies alike must thoughtfully consider the potential impact a keyword can have on SEO results and how this keyword may influence the market’s perception of your firm.