How to: maximise Facebook posts

Posted on April 17, 2013 by Jeff White

Maximising Facebook posts is a common question asked by my clients and interested users.

There are ways like; promoted posts, sponsored stories, encourage friends, family and fans to ‘share’ and ‘like’, the list goes on. But there is one thing I’ve noticed that possibly could be a daily mistake and something we’re completely missing.

Lets face it, mobile phones are the biggest traffic of Facebook sharing and posts. Facebook recently stated that “68% of our users view and post from a mobile device”*. With this in mind we at White Echo did some testing.

Below is a post from Footjoy, this is how it looked on the mobile device, I’ve circled the link.

Facebook is an extremely visual platform. When you refer to the stats mentioned above for mobile interaction, you need to make the most of every post.

This post above from Footjoy – I feel – could of provided more exposure if they inserted a shorten link at the end of the post along with a big picture, let me explain.

We inserted a similar post to Footjoy for our client Mercedes-Benz Melbourne earlier today, see below [this is what it looks like on the desktop]

Then we deleted and along with the same link – shorten so we could track the click through – we inserted the URL after the post but inserted an image [this is what it looks like on the desktop]

With that now posted we went straight to the mobile app to view the post, see below

As you can see it dramatically improves the look, feel and is eye catching for the fans scrolling through their news feed.

In comparison, the previous post – without image – was up for 1 hour with no Likes. As soon as we posted this the page received a ‘like’ straight away.

Facebook already this year have added that they are constantly implementing new changes to their mobile app to allow it to be more user friendly including easy access to ‘liking’ pages.

With this in mind it’s important to keep up to date with the changes so you can maximise every post.

This slight adjustment will enable you to give every post every opportunity to spread without investing in promoted and sponsored stories.

The same can also be implemented for YouTube. Instead of adding just the link, capture a screenshot of part of the video or add a picture relating to the clip, insert picture along with a short message and of course the YouTube link.

So when considering what to post always have in the back of your mind “what will this look like on the mobile app?”

I hope this helps, good luck.

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
Instagram: JeffWhite34

*source: Facebook newsroom

It’s in black and white

Posted on March 31, 2013 by Jeff White

Let me say it loud and clear; What you say on social media is ‘black and white’.

I’ve made mistakes via social media, it’s what inspired me to learn more about this exciting industry.

When I first created my Twitter account – @JeffWhite34 – back in March 2009 I had no idea what to say. Then with a constant flow of tweets from Melbourne Demons fans I wrote what I thought was just between that person and me but only to find out it was public.

Whether I’m writing this blog, whether I’m writing to a friend or business via Facebook or if I’m replying to someone who has commented on my Instagram picture, it’s all ‘Black and White’.

What do I mean by this? Well it’s ‘black and white’ on the Internet. The ‘black and white’ theory is like writing pen to paper, it’s clear and hard to erase.

When watching the news last night I shook my head again at the use of social media.

With a new contract on the line, a former NRL Canberra Raiders player ripped up his new contract with the Brisbane Broncos via Instagram.

In a trial of comments under a picture he posted via the platform, the offer was quickly withdrawn from the Brisbane Broncos.

A 2 million contract now torn up because this player didn’t use common sense when using social media.

We all know the power of social media. I believe there still needs to be a consistent flow of education on the use of all platforms not only for professional athletes but also during the workforce.

Remember that what you say now might be insignificant but keep in mind what it might look like if common sense is not used for future references.

Many organisations across the globe are now viewing social media for potential employment. Whether the platforms are used well or inappropriately, companies view this as a way of finding out the true nature of the person they’re prepared to possibly employ.

It’s a shame that people have to suffer from possible life changing opportunities due to poor use of social media. In this instance with the NRL player were was the guidance from the players manager? Was the manager just focussed on the dollars and cents and ignoring the role of protecting his player? Education is a must.

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
Instagram: JeffWhite34

P.S: Please don’t comment on the correction of my spelling and grammer haha

Facebook ads got a little more mobile friendly

Posted on February 25, 2013 by Jeff White

You might not be aware of it but Facebook released an exciting new update over the weekend for the iOS iPhone.

We’ve known for a while that Facebook’s strategy moving forward is to improve their mobile app.

Since late last year when the roll out for sponsored stories was improved for mobile apps, we’ve noticed a significant increase in our clients engagement for their page, all mobile driven.

Now with this little update – the ‘like’ button to the right – is now offers more exposure for the brands page. This simple addition will now drive even more traffic for the brands page and with the increased improvements rolling out for the Facebook app, look for more exciting updates in the future.

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
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Lets celebrate, online

Posted on February 18, 2013 by Jeff White

I’ve been trying to think what a birthday celebration was like before Facebook.

As all Facebook users are well aware, these days our phone contacts can simply sync with friends Facebook account alerting us to upcoming birthdays.

Before Facebook, if I didn’t have your birthday in my calendar then there was a big chance I would forget. Now, it’s probably the first thing I comment on when I open up Facebook in the morning.

So it’s that day for me, my 36th birthday today. Previous years it was close friends, family and footy mates sending in their congrats. Now it’s like I’ve just kicked the winning goal after the siren, everyone in my online space is offering their wishes.

It’s a simple feature for Facebook but I feel it’s the most important one. Only recently have we been able to update our friends birthdays via the mobile app.

With Facebook’s purchase of Karma – gift sharing app – in early 2012, I’m eager to see how Australians react to what is now known as Facebook gifts.

Not only can you send your wishes but now – still only available in the States – you can send on a physical gift to celebrate a friends birthday.

The connection birthdays brings on Facebook is a beautiful thing. It’s the one day you personally look forward to but now it’s a time when all your friends come together to share their best wishes.

We go through our daily routines expressing our feelings, sharing our pictures and communicating with one another but it’s the birthday feature I love the most because you can tell how excited people get.

Facebook is all about connecting and this simply feature I feel is taken for granted. It’s a powerful tool that I believe Facebook knows they have a winner with.

Think about the other platforms you use for a minute – Twitter, Instagram – do they offer the birthday update? Well I wonder how long it’ll take before one of these apps incorporates this into their daily tools.

- Twitter: should be a default message that alerts you to the birthday of someone you’re following. Then you simply RT

- Instagram: You simply ‘like’ the profile picture of the person you’re following

So, happy birthday to me I say haha.

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
Instagram: JeffWhite34

Your audience: invite them into the boundaries

Posted on January 28, 2013 by Jeff White

Throughout servicing over 60 + businesses with social media over these past 3 years, there has been one consistent philosophy; how to invite fans + customers into the surrounds of the business.

Why you may ask? Well this provides some ownership for the customer, an ownership where they feel they can receive the best customer service.

Social Media is that. A direct connection to your customers that provides;

- instant service
- brand awareness
- instant updates
- customer feedback
- brand communication

A comparison I often highlight is inviting the fans into the boundaries.

With any professional sport, there are boundaries to spectate, be entertained and witness athletes at their peak.

But what if that fan could be invited into the boundaries of that arena and be exposed to the strategy, planning and the implementation.

When delivering your social media posts whether it be Facebook, Twitter or a picture on Instagram there is one thought you should have in the back of your mind every time; deliver posts that entertain, excite and invite consumers to connecting with your brand.

When posting, don’t post plain or uninviting posts. Be natural, add humour and deliver posts that appeals to your audience.

Gauging your delivery of posts is also a critical component to your social media implementation.

Having an on-going analysis provides you the opportunity to regularly monitor, report and improve.

Our advice; put in place a social media management system that allows you to monitor your posts.

Here at White Echo, we use Sprout Social, a brilliant platform that allows us to monitor for our clients 24/7.

Social Media is an extremely powerful tool that offers instant feedback, feedback you can monitor yourself.

When monitoring look out for posts that fans; share, like, RT, @ reply etc etc. Measure the posts that offer the highest interaction and then repeat with a slight variation to keep your fans entertained.

The consistency in your posts will then deliver wonderful engagement. The engagement is the arena; the arena you want your fans to join.

Final thought: Be consistent with posts, be loyal to your fans – reply and communicate with them – provide humour and they will enjoy having a kick in your arena.

Twitter: JeffWhite34
Facebook: facebook.com/JeffWhite34
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Favourite’s in 2012: all things digital

Posted on December 30, 2012 by Jeff White

What an exciting year it was…. for the digital space.

What I witnessed was certainly a massive increase in the participation of social media in Australia.

Below I’ve recapped some of the highlights I came across in 2012.

No doubt they’ll be things I’ll forget to include and yes, most are sport related – haha – but these are certainly my favourite list of things that spring to mind.

Being heavily involved in this industry now for close to 4 years, it’s an exciting time to be involved in social media.

Like I keep saying, it’s only the start. Social media is not going to go away, it’s actually now becoming apart of our daily lives and I’m excited to have the opportunity to share my services with businesses all over Australia to assist in building their digital presence.

Ok, enough of the sell talk – lol – here is my fav things from 2012, enjoy.

- Favourite Gadget: GoPro. WOW. This thing has certainly changed my life. Look out for more GoPro video footage in 2013 especially with some of our clients, I love it.
- Fav Instagram pics. Had to dig deep here – being addicted to Instagram – but here are my favs below. One thing that stands out in all of them is the awesome detail. Click on each image to see the full feature.

- top 5 Twitter accounts: (in no particular order)
1. @SocialTimes Up there with @Mashable and @PeteCashmore, love this feed on all things Social Media
2. @ChicagoBulls <— had to haha but as a passionate fan, they keep me informed and up to date, I couldn’t ask for more.
3. @laughbook Taken off the movie TED, this account is a must follow.
4. @AFL Keep up the good work guys. Great balance in providing the latest news.
5. @BreakingNews Great feed for keeping up to date with global breaking news.
- most inspired Tweet of 2012. Certainly the Barack Obama one – 4 more years – received the biggest attention but the one that caused the biggest uproar – especially in the sporting world – was this tweet….

Fuck it NFL.. Fine me and use the money to pay the regular refs.
—
TJ Lang (@TJLang70) September 25, 2012

Now I don’t condone this behaviour on Twitter, but it was real emotion and showed how powerful Twitter can be for fans and players alike.

- Fav Facebook page: Mashable. Continue to deliver such quality and interesting Social Media stories.

- Fav digital comp: Kevin Durant [Twitter link] design shoes comp. Wonderful example of fan engagement. Watch below.

- Fav YouTube video: Was a tough one. Gangnam style hit 1billion views, most ever and there was no shortest of great video’s uploaded this year. But my fav was this…..

As someone mentioned on Facebook, there should be a ‘high-five’ button instead of a Like button. Very powerful.
- Fav device: iPad mini. Love it, SAY. NO. MORE.
- Fav and most used app: Instagram. Will never leave and I believe it will become a App store + iStockphoto business model in one. My instagram account
- Fav app to break out in 2013: Fancy. Similar to Pinterest, I believe this app will explode in 2013. I purchased my first item the other week – GoPole for my GoPro – and love it. Create you’re own store and sell product all through people viewing quality pictures via their mobile device. Download it, brilliant app [itunes link]
- Fav digital moment: watching the true life story on Chris Herren, being inspired and then receiving an @reply from him on Twitter. Small world social media.

– was great to see: @Drose and the Pope Benedict XVI join Twitter in 2012.

Personal digital moments:

- Spending 15 minutes talking social media with world number 1 golfer Rory McIlroy.
- Being verified on Twitter.
- Extending our client base @ White Echo and
- Spending the day with head social media strategist at the Dallas Cowboys, Shannon Gross

So there you go, my favourite digital movements of 2012.

Bring on 2013, I love this space.

It’s my inner and deep passion to continue to build White Echo and form one of the most exciting social media consultancy companies in Australia.

Happy New Year everyone.

And in the words frequently mentioned on the 31st of December; See you next year.

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
Instagram: JeffWhite34

Future Ownership; Future Identity

Posted on December 10, 2012 by Jeff White

I remember visiting a friend back in 1998 who owned a computer shop. The purpose of my visit was to purchase a new laptop.

This was the first year of my 11 year career with the Melbourne Demons and it was interesting to hear my friends comments; you should purchase you’re own domain name – Jeff White – and hold on to it.

At first it was foreign language for me but looking back, it was his forward thinking about the wave of technology.

Well that wave is here but not only for domains; it’s Twitter handles, Facebook URLs and possibly Instagram.

What if your son or daughter becomes an overnight success. You upload a singing video – like Justin Bieber – and all of a sudden it explodes.

The domain name would be a given but the common thing these days is owning Twitter and Facebook URLs.

It’s something we certainly have to think about in this fast moving digital age.

Domain names come at a price and would if you had purchased the domain name Justin Bieber before Justin Bieber became Justin Bieber.

What I believe now is certainly hot property is Twitter handles and Facebook URLs. These will hold more value in the future. Why? Like I’ve said before, your Facebook page will be your website, your website will be your information page.

Twitter on the other hand will be the form of communication we know today as texting. Asking for someone’s phone number could possibly be replaced with “what’s your twitter name?”

I think it’s something we need to seriously consider whether or not your son or daughter does in fact become famous, I just think it’s important for their identity for what ever they choose to do in the future.

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
Instagram: JeffWhite34

Signs That You Love What You Do

Posted on November 23, 2012 by Jeff White

From an early age, I was always one to support others. From the kid across the street who wanted to improve his kicking, to someone I’d never met face to face but talk to via Twitter, I live and breathe supporting others.

The greatest fear anyone can have is doubt. Doubt makes you think negatively, it sets your emotions to thinking of things that haven’t even occurred. Here is a little saying from my all-time idol:

I carry this saying around with me everyday. It reminds me to be positive, be optimistic and one word that sums it all up that I have tattooed on my thumb; believe.

When it comes to my role as a social media consultant – CEO/Founder of White Echo – you need these traits, period.

Sure these traits can be implemented with what ever you set out to achieve or are passionate about, but let me explain the difference.

When we post a comment for a client and people reply with passion, with a sense of “thank you”, they share that post, I feel that feeling also.

When we post a comment for a client and people reply with negativity, with a sense of “you are w*&^%ers”, I feel the pain and want to change their feelings, immediately.

The passion for what I do not only resonates with clients interaction on social media but it also filters through with other businesses that we’re not associated with.

I see their daily or weekly posts and want to help. I see companies promoting their social media platforms via traditional media and think to myself “they should do this” or “what are you even doing that”.

My daily voice – a voice that you know just pops in your head when you least expect it – is “how can I improve their social media, how can I improve what we do as social media consultants”. The voice also goes as far as “how did they reach those amount of likes for that post? What technique(s) did they use to achieve this?” This voice is what I call “Mr instinctive”, sometimes you just have to trust your feelings and I reach to discover these voices everyday.

Whilst writing this I think to myself “I can’t stand the word EXPERT”. Why? Because if you claim to be an expert then you stop learning. You’re an expert, great! Well that’s it, you know everything; done, best wishes.

The word is a term I feel is for people who want to increase their egos. (Yes, I might be putting them down in some respect but hey, everyone should have a competitive nature wouldn’t you agree?)

I love this picture above. Have a close look at the diamonds.

This was the very first artwork I requested from my graphic designer when I launched White Echo in February 2010.

The meaning behind this picture is: engage your audience via social media and the bond will be set, customers will love your brand.

If you’re passionate everyday, strive to improve in what ever it is you do, to think, breathe and live what you do then you’ll achieve success, no question.

The key to channelling this passion is “the process”. Set a realistic goal then cut that goal into pieces and put in place specific actions that will guide you to achieving each goal.

I wanted to write this blog to invite you into my daily thoughts. My thoughts from 1994-2008 was to cement my place in a successful AFL side. Every Monday after the weekends game whether I was best on ground or played poorly, the question was, “What can I improve on this week?”

Now my life has shifted, the passion is still at its highest point but instead of running, lifting weights and kicking non stop of both sides of my body, it’s now been replaced with words like; engagement, excite the fans, bring the fans behind the scenes, late nights on the computer, networking, coffee – hahaha – and excitement in our delivery.

If you have constant signs that always excite you, that make you determined and are so powerful that you feel trapped well my suggestion is this;

“Explore and discover ways to unlock those inner feelings. I did this whilst working full time with another company. I found a way – after business hours – to explore and fulfill what I’m now striving towards every hour of the day, no more working hours, it’s all passion”.

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
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Facebook Promoted Posts, Some Great Stats

Posted on November 13, 2012 by Jeff White

There is a lot of negativity surrounding the recently introduced Facebook promoted posts. The fact you have to “pay” to promote your own posts does seem a little unfair from Facebook’s point of view but I’m here to prove the strength.

Promoted posts are an extremely powerful way to spread important messages you post on your fan page. Here is Facebook’s description of Promoted Posts:

What got me writing about Promoted Posts and talking about the advantages came about from what I deem as a “spam” post.

The Good Guys, a well respected brand – in my mind really using social media very well – posted this message on Facebook earlier today:

This is a post I’ve seen too often lately and I would like to provide some key stats that will open your mind up to promoted posts and avoiding this “stupid” annoying and in fact confusing posts.

With every package we sell here at White Echo we include Facebook advertising. In my mind, Facebook advertising will be the number 1 digital selling point for all advertisers in the next few years. You can read my little quote on this theory titled “Stimulation Theory“

Facebook targeting mechanism is superior. It provides you an opportunity to specifically target your demographic and attract new fans to your page. Obviously depending on your budget, your reach and frequency can maximise overnight.

Promoted posts provide a two prong attack to attracting new fans. Not only does your post get re-ranked to hit the maximum amount of fans you have, but it also hits friends of fans who are not a fan of your page yet and this is what a lot fan pages are missing point on.

Ignore and stop whinging about “paying” for Facebook, it’s here to stay. Learn how to use it and once you do, you’ll have enormous exposure.

Let me give you some stats from our promoted posts over the last 7 days for 3 key clients; Mercedes-Benz Melbourne, Mean Fiddler and Pines Elanora.

The following Promoted Posts was from yesterday for;

Mercedes-Benz Melbourne; 19 Likes

Pines Elanora; 15 Likes

And for the Mean Fiddler, it was from the last 7 days: 702 Likes

The total from the 3 campaigns returned 736 likes for a spend of $11.11.

The negativity surrounding Promoted Posts is an uneducated one. Promoted Posts – as you can see above – has provided great exposure for our clients in only a short period of time for a massive - sarcasm - spend of $11.11.

Now I did notice in The Good Guys Facebook posts – bottom right of post – that it was a Sponsored post. So why does a well known brand need to post something that is borderline spam and not to mention confusing to an audience who obviously already love their posts on a daily basis?

Here is a thought The Good Guys. Promote each of your posts over the next 7 days and see what that return gives you [insert wink here].

Twitter: @JeffWhite34
Facebook: facebook.com/JeffWhite34
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Jeff White

Category Archives: facebook

Facebook ads got a little more mobile friendly

Lets celebrate, online

Facebook Promoted Posts, Some Great Stats

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