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Hello Alaska,
The slippery slope that can be social media is becoming harder to navigate by the minute, as ways to maximize its use and effectiveness are being continually explored. The increased use and growth of these communication tools is allowing companies to gather statistical information, which show trends that sometimes go against the traditional (if you can count last year as traditional) beliefs of engagement. Momentus Media is a firm that specializes in maximizing business impact on Facebook and continually analyzes posts for effectiveness, by content, frequency and many other factors. Their findings often speak against current beliefs and what social media trainers are teaching. Here are some examples:
One of the foundations of social media is the ability to engage your audience, which many of us do by asking a question online that should elicit a response - thereby creating an interaction with the fan/potential customer. Not so fast says Momentus Media, who last month published some findings that compared a variety of Facebook postings and the interaction rate they achieved. The company looked at over 10,000 status message posts and compared those that contained question marks, to those that did not (somewhat rudimentary, but okay) They discovered that asking a question by itself did not result in the expected increase in engagement, but instead was 23% less likely to result in a reactionary post. Although simply asking a question doesn't seem to elicit a response, their research does show the importance of a call for action. People will comment and like, if you ask them to.
- How often should you post?
A different analysis compared 4604 posts by 2144 business pages to determine the correlation between the frequencies of the postings with the interaction rate (the number of likes and comments divided by the number of page likes). The company's findings show that 75% of Facebook administrators post anywhere from 0 to 3 times a day, with the other 25% doing so as much as 12 times daily. The company found that the interaction rate dropped subsequently with each posting and leveled off at 5. However, the cumulative interaction rate continued to climb with every post, meaning that a new audience was reached with every subsequent post, as members log on to the social site during the day. Their recommendation based on this information - keep an eye on unsubscription rates, but don't be afraid to post often.
- On what day should you post?
When comparing 50,000 posts from the top 14,000 Facebook pages to determine when the most interaction took place, they found that posting frequency increases Mondays through Thursdays, and drops off drastically during the weekends. Strangely enough Fridays, Saturdays and Sundays are when the interaction rates are the highest. Employers are doing a good job keeping employees from accessing their Facebook accounts at work and instead, most of us visit the portal more frequently on the weekends. Right now businesses and their consumers appear to be two ships in the dark, so consider business posting Fridays and Saturdays to capture that audience.
- At what time should you post?
Most posting takes place between 6 am and 1 pm PST. Once again, the interaction rate works exactly opposite that time frame, peaking between 6 pm and 5 am PST. See the above response for rationale. People are using Facebook on their own time, or they do so at work and simply aren't engaging with posts. You can achieve a more immediate engagement if you past in the late afternoons or evenings.
I'm lost. Should we throw out what is commonly being taught about using Facebook as a marketing tool? I don't think so, but it is important to recognize that with all new communication tools, the landscape changes continuously with its applications and users. What was commonplace 12 months ago, may be antiquated thinking today. Stay on your toes Alaska and recognize that there is not "one correct way" to use social media and engage your customers. Use common sense and be smart. You should know your audience and when & how to reach them better than anyone.
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Did you see this recent article in adn.com?
Anchorage businesspeople ranked 'least social' in US online world
The NetProspex business-networking firm has ranked Anchorage the least-connected city in the U.S. when it comes to use of social media by businesspeople. After an analysis of 12 million business contacts, the company reports, it ranked cities in two categories:
1. Social presence: The number of employees with social media profiles across Twitter, Linkedin, or Facebook using a company email address.
2. Social connectedness: The number of connections across social networks, including Twitter followers, Facebook friends, and LinkedIn connections.
It makes sense that Northern California, specifically San Francisco and San Jose were ranked one-two in the report, because they are either smack dab in the center of Silicon Valley, or make up its workforce. In comparison, rather than a testament to our inability to join the technical revolution, our standing is much more of an indication that even in 2011 Alaskans prefer to do business face-to-face and seal a deal with a handshake, rather than a Tweet.
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What's cooking at the SBDC?
Visit the SBDC Facebook page to find an event, or class in your area!
I'm always happy to share good news. This item is no different!
GUSTAVUS INN AT GLACIER BAY has been named as a FODOR'S CHOICE 2011 DISTINCTION Selection
For 75 years Fodor's has presented travelers with the very top recommendations from hidden-away restaurants to can't-miss museums, to make sure they're making the most of their travels. The 2011 Fodor's Choice recipients are the best of the best, providing a remarkable experience in their price range or category. As a 2011 Fodor's Choice property Gustavus Inn at Glacier Bay will receive special recognition in the next Fodor's guidebook to this area and on www.Fodors.com.
Gustavus Inn at Glacier Bay, a 14 room full service hotel that serves 3 meals daily, is located in Gustavus, Alaska, only 20 minutes by air or 4 1/2 hours by Alaska Marine Highway ferry from Juneau. Dave and JoAnn Lesh host their guests with ocean, wild and garden harvest dining, full tour planning and all transportation. Gustavus is surrounded by Glacier Bay National Park and visitors can take a guided walk, visit the Interpretive center or take an all day boat tour to see the glaciers. Visit www.gustavusinn.com, or contact JoAnn at joann@gustavusinn.com to book your stay, or for more information!
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Few people know their audience better than Clint Hlebechuk with Hallo Bay Bear Lodge, who has entrenched himself as a leading
Among his marketing strategy is participation in various international tourism shows, which include the WILDLIFE XPO on October 14 & 15 at the Alexandria Palace in London that features tourism companies, conservationists and expeditions from all over the world that include:
- The African Conservation Experience
- Asian Adventures
- Caymen Islands Department of Tourism
- London Wildlife Trust
- Tourism Tasmania
- South Australian Tourism Commission
His guides are world-renowned and his appearances at these events expected. He loves Alaska and what he does and it turns out that's he's a pretty good guy to boot. If this is your market and you may have an interest in joiing Clint at this, or any of the other expos he attends, drop him an email at - clint@bearviewing.pro
What's cooking at the SBDC?
Visit the SBDC Facebook page to find an event, or class in your area!
AK-SBDC-Ketchikan "LET'S CONNECT" Forum
Thursday, August 18 from 12:00-1:00 p.m. at their offices located 111 Stedman Street, Suite 201. This week's forum will include discussing cross-promotional opportunities. All interested parties are invited to attend. Lunch will not be provided.
Contact Vendula Cadiente for more information.
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GET IT. DESIGN IT. PARADE IT.
Macy's Elf-ApolOoza is coming to ANCHORAGE on AUGUST20 to invite Parade fans to join MACY'S GREAT AMERICAN ELF ADVENTURE
In celebration of the 85th Anniversary of Macy's Thanksgiving Day Parade, give a Macy's Parade Elf a new look and enter the creation at Facebook.com/Macys for a chance to win a trip for four to New York City to see your balloon flying high in the legendary holiday spectacle. About 150 elves will be handed out at the Anchorage Town Square on Aug. 20th, and there will be a painting station as well as other activities.
For all the details please contact Kathy Day, (907) 868-4884 office, (907) 229-2470 cell Email: kathy@kdprvirtual.com
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6 HOTEL CHARITY GARAGE SALE!!
Join The Hotel Group on Saturday, August 13th in the Fairfield Inn and Suites parking lot for a THG 6 hotel garage sale! Sale is from 10am to 3pm and will have furniture, clothing, household items, 40 - 25" TV's, a collection of beer steins and much more. Address is 5060 A St.. A portion of the proceeds will be given to Make-A-Wish Foundation
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Kenai Peninsula Beer Festival - August 13
4-10 pm at the old GMC Pontiac dealership on the Kenai Spur Highway. Brought to you by the Soldotna Rotary, St. Elias Brewing Company.
Tickets are $20 and sold in advance at St. Elias, Kenai River Brewing.
There is food available for purchase as well as Live music throughout the evening.
For more information visit : Kenai Peninsula Beer Festival 2011
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Seward Silver Salmon Derby
August 13, 2011 - August 21, 2011
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Governor's Awards for the Arts and Humanities
Awards distinguish individuals or organizations that have served the humanities and arts in Alaska in notable ways.
Submit nominations by Sept. 1, 2011
Forms for Arts and Humanities on websites below: Alaska State Council on the Arts Alaska Humanities Forum
Attend the Governor's Awards Ceremony
October 19, 2011 - Hotel Captain Cook, Anchorage
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Alaska State Chamber - Champions For Alaska's Future,
52nd Annual Trade Conference & Trade Show
September 19-21 Talkeetna Alaskan Lodge
Register now by visiting: https://www.ApprovedEvents.com/
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