Social Media

User-Generated Video To Be Added to Yelp Mobile App

Mon May 26 2014 06:02:25 GMT+0000 (UTC)
User-Generated VideoYelp has announced that users will be able to make the most of their review by adding user-generated video via the mobile app. Beginning in June, Elite users will be the first to be able to upload 3-12 second video. Eventually everyone will be able to add video to their review. In the meantime, it'll be appearing on mobile reviews early next month. The goal is to provide a better glimpse into what to expect when heading out. Photos and text can provide a quick look at local businesses, but Yelp is looking to provide a view that only video can offer. Yelp has experienced huge growth in mobile use, with most of their users wanting to check in on reviews and leave their own while they’re on-the-go. Adding user-generated video to the mobile app has a lot of appeal because of the ease of uploading and checking video, checking out ambiance, and other concerns over lighting and noise level. Yelp has already said that the video isn’t mean to stand alone as a review, which accounts for the shorter length. Instead, it’ll compliment texts and photos that are already being used. "It will be a reward for businesses that go to great lengths to achieve a certain ambiance, whether by having a certain lighting or the music at just the right level," Madhu Prabaker, mobile product manager of Yelp, said. Despite Prabaker’s thoughts on user-generated video capturing ambience, questions are already being raised about the length of video and whether it’ll be able to accurately capture the experience of customers, or it’ll be used to catch “gotcha” moments that sometimes happen, and won’t reflect the average visit. There are concerns over whether or not it’ll provide accurate representation for businesses, which is a conversation that will likely continue as video starts appearing. Yelp started out in 2004 as an email service that allowed people to swap information about local restaurants. Since then it’s grown with social network components and mobile apps.  There have been other concerns about fake reviews being posted on the site, which others are hoping video will help combat. User-generated video can add credibility, especially with consumers feeling more reassured that the review isn’t coming from a troll, or someone within the business. We’ll see how users feel about the new feature as they start rolling video out!

An Introduction To Social Media Video Marketing

Mon May 05 2014 14:01:18 GMT+0000 (UTC)
Social Media Video MarketingConsidering social media video marketing for your brand? Video has been generating a lot of buzz recently, and it's worth considering if you're looking to amp up your marketing strategy. If you're not sure about what it is and if it'll work best for you - read on for an intro on how to get started.
What is it?
Just like it sounds, social media video marketing is a way to connect and engage with consumers by sharing video across social media platforms. We already know that online appetite for video has been growing with no signs of slowing down. Adding it to your marketing strategy means reaching out in a way that not only makes sense, but actually compliments how people are spending their time online.
Before you get started
Before you dive into social media video marketing, your best bet for success is to have a good understanding of your goals. Re-vamping your marketing efforts can do a lot for your brand, but you'll accomplish more if you have an understanding of which areas need improvement, or where your focus should be. Consider the following: How is social media being used effectively within my industry? What is unique about the reach/impact of social media? Where is my audience hanging out online? Instead of scrambling to use all the major social media platforms, it's better to have a handle on where your presence will have the most impact. What works for some brands on Facebook or Twitter, might not have as much success as Tumblr or Pinterest would. Your social media video marketing strategy should be one that makes sense for your brand and the people you're trying to reach. Marketing strategies aren't, and shouldn't be, one size fits all. Don't be afraid to put some time into creating something that works best for you and breaks out of the restraints of ideas about traditional marketing.
The takeaway
Social media video marketing isn't an exact science. You can look at the numbers and figure out where your presence will do best based on who spends their time on each platform. But more important than the numbers game is the creativity that video brings to your outreach. It allows you to play around in new and exciting ways with how you choose to deliver your message and present yourself. If anything could use a little new and exciting, it's our marketing strategies.

Facebook And Your Video Campaign: What You Need To Know

Tue Oct 15 2013 13:36:03 GMT+0000 (UTC)
Facebook and Your Video Campaign: What You Need To Know We’ve already discussed what Twitter and LinkedIn can each do for your video campaign. Now it’s time to take a look at Facebook. Out of all the mainstream social media platforms, Facebook is the most user-friendly, thanks mostly to the ease in which it has integrated itself into our lives. What started out as a means of communication for young adults has spread to a wider audience. Grandparents are now communicating with grandchildren, families are sharing pictures and news with friends and relatives who don’t live close enough for regular visits. What does all of this have to do with your video campaign? Simple. With the wide-spread use of Facebook, your business has access to a more diverse audience, each with their own needs and purchasing power. If you have a presence on Facebook where you post relevant links and updates about your brand, you’ve already made the first step in utilizing the platform for future campaigns. Facebook lends itself to asking questions and receiving feedback and generating lively discussion with your following. All of this is part of the groundwork for successful outreach. Without the connection to your following, consumers won't be inclined to tune in and your campaign won’t have the reach you’re looking for. Here are some other tips to make the most out of using Facebook for your video campaign:

Stay updated with guidelines

They've been known to update them frequently, and even the smallest changes will impact your video campaign. It's a good idea to get in the habit of checking out the guidelines before every video campaign. There are plenty of brands that ignore the rules, willing to risk having their account suspended in order to gain likes that might not even be doing their business any favors. Facebook makes it easy for your business to spread awareness about your campaign. The personal nature of the platform allows for easy sharing between family, friends, and even business peers through likes and sharing options. Video is easy to post and gains a lot of attention in a short amount of time. There's no need to ignore the guidelines and risking your account when Facebook already works in your favor. Losing contact with your following isn't something you should play around with.

Test out hashtags

It was only recently that Facebook rolled out the use of hashtags. Sites like Twitter and tumblr. have been using hashtags to link viewers with relevant content for some time. It's still too early to say that hashtags are a driving force in bringing attention to campaigns, but if you're looking to test them out and see what they can do for your video campaign, you have to consider hashtag etiquette. Unless you want your following to tune out, use hashtags sparingly. When used correctly, they will increase exposure for your campaign by linking your content with other relevant search results. Through trial and error and searching for tags that are frequently updated and relevant to your campaign, you'll figure out which ones you should be using.

Be smart about updates

Video campaigns are exciting. You want to do whatever you can to drive engagement and make it a success, but there's a fine line between marketing and spamming your followers. Keep them in the loop about what's happening, without posting constant updates. Come up with an update schedule that works for you and your following. You can look at data and pinpoint when engagement is at it's highest. Try to post updates then. They'll be way more effective at reaching your audience without the constant updates that make readers tune out.

Know the platform

Whether it's your first time utilizing Facebook for your campaign, or you're a veteran, the key to success ultimately boils down to how well you understand the platform. Facebook is great for generating conversation. It's more laid back than LinkedIn and lends itself to longer posts than a platform like Twitter, where characters are limited. You'll want to have a working knowledge and familiarity with the way other brands interact with their following, and what your followers respond to. Much of it is trial and error, but it's worth testing the waters so you're prepared when it comes time to promote your video campaign. When you first take steps to reach out to your following about your campaign, navigating social media will seem daunting. In time, you'll get the hang of the ins and outs of each platform. Above all else, it's a matter of understanding the way each platform operates. With that in mind, and the tips we've provided - you should have no problem getting your campaign the attention it deserves!

LinkedIn And Your Video Campaign: Getting The Most Out Of Your Professional Network

Tue Oct 01 2013 07:23:33 GMT+0000 (UTC)
LinkedIn and Your Video CampaignLast week we discussed what Twitter can do for your video campaign. This week we’re going to take a look at LinkedIn, specifically what you need to keep in mind while you’re using the platform to promote your video campaign. Platforms like Facebook and Twitter are a little easier to peg when we’re talking about campaign efforts. Many of us are familiar with Facebook on a personal level before we use it for business, which makes it easier to transition into using it for campaigns and other business-related ventures. With LinkedIn, a lot of us aren’t exposed to the platform until we begin reaching out to the connections we’ve made, or setting up a page for our business. There isn’t as much time spent playing around with the site beforehand, which makes it trickier when figuring out how to use it for video campaigns. The great thing about LinkedIn is that it provides the kind of tools you’ll need to reach your target audience. From company page updates, to customer groups, here’s what you need to know: Company Page Status Updates: Your business can share anything from company news to product releases to promotions to relevant industry articles with followers. In order to use updates effectively, you’ll need to build and maintain your presence on LinkedIn. Don’t bombard followers with constant updates or disappear for weeks at a time. Once you’ve established a schedule for updates, news, and content you’ll have much more success promoting your campaign by engaging followers through updates and building awareness. Targeted Status Updates: We’ve already established why status updates are great for your campaign. With this feature, you’ll be able to tailor what reaches your followers. This is another great way to ensure that your video campaign is being seen by your target audience. Many times, advertising for a campaign can feel a little overwhelming. LinkedIn takes out some of the stressful guesswork. This way, you know exactly who you're reaching and you’ll be able to keep them in the loop and update them about where you're at in the campaign. Create Custom Groups: Custom groups are perfect for connecting with your target audience. LinkedIn allows you to establish communities, specific to mutual interests, where you can deliver messages and interact you’re your audience. It’s a great way to connect with people who genuinely want to know what your business is up to, including your video campaign efforts. If content is relevant and you engage with members, it's likely that others will join, exposing a whole new group of professionals to your video campaign. Display Ads: If you’re looking to generate awareness about your campaign using ads, LinkedIn has you covered. You can reach specific groups of professionals by using their targeting options. You'll be able to play around and figure out who you need to reach, maybe a demographic that isn't being exposed to the content on other platforms . You understand who you’re looking to reach, LinkedIn allows you to make it happen. LinkedIn naturally lends itself to connecting with professionals and industry peers. It can be a challenge to make these important connections on other, more mainstream platforms. Once you've cultivated and maintained these relationships, LinkedIn really opens up all sorts of possibilities for promoting your video campaign among like-minded individuals.

Twitter And Your Video Campaign: Getting The Most Out Of The Twitterverse

Tue Sep 24 2013 08:29:05 GMT+0000 (UTC)
Twitter and Your Video CampaignStarting a new video campaign is exciting for you and your business. There’s a lot of planning on your part that goes into making it a success. One of the biggest components that could make or break your efforts is choosing where and how to market the campaign. There are a variety of social media platforms for you to choose from. We have plenty of tips on how to get the most out of each of them. This week we’re going to give you the info you need to make the most out of your Twitter presence, get your campaign noticed, and boost involvement. Here’s what you need to keep in mind: Twitter is a commitment Don’t be fooled by the simplicity of 140 character communication. Using Twitter to get the word out about your video campaign isn’t a one-tweet deal. It’s all about engagement. This means that your Twitter presence should include replying, retweeting, favoriting, and following the conversation that unfolds around your campaign. It’s important to remember that you get what you give in the Twitterverse. If you respond to the content of those you follow, you’ll get more of a response in return. Understand Twitter’s principles You’re allotted 140 characters per tweet. Keep each one short and attention-grabbing. Don’t waste those characters on the small stuff. Mention the incentive for followers to get involved. Are you offering a cool prize or rolling out a new service? Let them know! You should be providing the basic outline of your campaign and the incentive to keep people interested. There’s plenty of time (and space!) for the in-depth details on your other platforms. Give your Tweets a boost on other social media platforms Twitter is powerful but shouldn’t be the only driving force to advertise your video campaign. We mentioned above that it doesn't lend itself to longer posts. You’ll want to use your blog, Facebook, and other accounts to go into more detail. Aside from the character limit, you’ll achieve the most success with your campaign if you coordinate posts so they reach your target audience on multiple platforms. Each platform offers something unique, giving you the ability to adjust accordingly and get the most out of your outreach. Hashtag etiquette Don’t go overboard with hashtags. #Not#every#word#needs#to#be#tagged. Looks a little ridiculous, right? If readers see that many hashtags they’ll tune out. A wall of tags will turn-off followers and runs the risk of looking like spam. Use them sparingly.They are meant to organize content by subject, making it easier to search for content that is relevant to users. Before you use tags in your Tweets, check out what's being posted in the tags you’re considering. The amount of activity will give you a good idea of whether or not to the tag is being searched and updated frequently. You'll also want to come up with a tag that can be used consistently for all of your campaign posts. That way you and your followers can tune into the latest developments by checking the tag. Promoting your tweets Using Promoted Tweets is an excellent way to reach your target audience or find a potential audience. To get the most out of them, they should have information that is relevant and worth promoting.These Tweets will end up at the top of relevant search pages and can be pinned to the top of your brand's timeline to get the most exposure. You might try using these Tweets at the very beginning of your campaign. Once conversation has been generated and there is a buzz around your activity, you don't want to buy promoted Tweets and have them get lost in a sea of other content. Ultimately, you'll need to play around and look at the results to see what works best for your brand. With the right strategy you can organize a successful campaign and use Twitter to get your following engaged. It’s a matter of knowing how Twitter operates and strategizing so it will do the most for your campaign. Keep an eye out for our upcoming blog post about how Google + can benefit your video campaign.