Builtvisible’s validation framework There are numerous approaches to validating ideas in the industry with various acronyms flying around. While I’m not saying Builtvisible’s approach is the definitive one, we find it works for us. Our approach allows us to stick to our core values, and in case it’s helpful to you, I’ve shared the set […]
The post Protect your brand and campaign with validation (part two) appeared first on Builtvisible.
Are you planning to use Facebook ads to promote your products or services this holiday season? Looking for a process to ensure your campaigns succeed? In this article, you’ll discover five key steps to get the best results possible from your Facebook ad campaigns during the peak holiday sales periods. #1: Optimize Your Website for […]
The post How to Plan a Facebook Ad Campaign for the Holidays appeared first on Social Media Examiner | Social Media Marketing.
If you’re active on Twitter, you’ve probably noticed a blue checkmark associated with various accounts. If you’re a brand, business or personality, you might be wondering how you can get that verification status as well. Being verified on Twitter is somewhat of a status symbol as it indicates that a profile is authentic.
Verification can help build credibility, but it is not the only way for brands, businesses and influencers to build a trustworthy presence on Twitter. Public applications for verification are currently closed, but read on to learn more about how you can build a credible presence on Twitter—with or without a blue checkmark.
Before we go any farther, let’s recap on the significance of Twitter verification.
The coveted blue verification badge that appears on Twitter profiles lets people know that the account is of public interest and, most importantly, authentic. Any account that is verified appears with the blue checkmark next to the username both on their profile and in search results, and always appears in the same place.
Twitter is the only entity that can provide verification badges. So any account that tries to use an image of the verification badge in their profile or background photos or implies they are verified without authentication from Twitter can face suspension from the platform.
Let’s reiterate this again: accounts to be verified are determined to be of public interest and authentic. Generally, this includes user accounts in the following interest areas:
A verified badge does not imply an endorsement by Twitter.
For a while, anyone could send in an application to be considered for Twitter verification. The person would then be approved if they met the verification requirements.
At the end of 2017, Twitter decided to work on a new verification program to improve the overall process and ensure verified accounts met their new guidelines. As part of this effort, Twitter put a pause on accepting public submissions for profile verification.
Verification was meant to authenticate identity & voice but it is interpreted as an endorsement or an indicator of importance. We recognize that we have created this confusion and need to resolve it. We have paused all general verifications while we work and will report back soon
— Twitter Support (@TwitterSupport) November 9, 2017
We've paused public submissions for verification.👇 https://t.co/0KZd4Kxkp9
— Twitter Verified (@verified) February 26, 2018
In May 2018, Twitter verified politicians who appeared on general election ballots and introduced US election labels to indicate in which race politicians were running.
But marketers are still wondering, will Twitter open up public applications for verification again and if so, when? What exactly can you do at the moment if you are looking to build your brand credibility on Twitter?
At this point, there’s no expected date for when Twitter will start accepting public applications for verification again.
Kayvon Beykpour, Twitter’s product lead, stated in 2018 that their top priority at that moment was to serve the public conversation ; not updating their verification program. Since then, Twitter has continued to work on a variety of efforts around reducing misinformation key topics, outlined below.
We've heard some questions recently about the status of Verification on Twitter, so wanted to address directly. Updating our verification program isn’t a top priority for us right now (election integrity is). Here’s some history & context, and how we plan to put it on our roadmap
— Kayvon Beykpour (@kayvz) July 17, 2018
In 2016, Twitter saw the need to enhance their election integrity work. They recognized that election integrity needed to be a focus, not only during an election year, but continuously.
As part of these ongoing efforts, Twitter proactively verified all candidates running in 2020 congressional and gubernatorial party primaries. One of Twitter’s stated goals is to protect civic integrity. Verification plays an important role in finding authentic conversations on Twitter, particularly in the wake of Twitter’s recent move to ban political ads.
As a result of the recent COVID-19 pandemic, Twitter sought to verify accounts that were providing credible information. Working with health experts, Twitter worked to identify those Twitter users, who must have an email address associated with an authoritative institution or organization. Their bios must also include the name of their institution or organization to be verified.
PSA about what we’re doing to Verify Twitter accounts that are providing credible updates around #COVID19: we are working with global public health authorities to identify experts and have already Verified hundreds of accounts, but there’s more to do and we could use your help.
— Twitter Support (@TwitterSupport) March 21, 2020
In fact, Twitter has created a large resource surrounding COVID-19, outlining how they are helping people find helpful or relevant information, protecting the public conversation, partnering with organizations and public engagement, and empowering research of COVID-19 on Twitter.
So whenever a user is searching for #Coronavirus, a #KnowTheFacts prompt appears at the top of the search result. Twitter specifically put this in place for the public to “access credible information, especially when it comes to public health.”
We want to help you access credible information, especially when it comes to public health.
We’ve adjusted our search prompt in key countries across the globe to feature authoritative health sources when you search for terms related to novel #coronavirus. pic.twitter.com/RrDypu08YZ
— Twitter Public Policy (@Policy) January 29, 2020
Any Tweet that goes against these guidelines and provides misleading content, encourages fake or ineffective treatments or denies expert guidance will be removed.
In August 2020, Twitter announced that as part of their efforts to provide people with more context behind the information they see on the platform, they would expand the types of political accounts they label.
In the announcement, the Twitter Support Team wrote:
“We will add new labels to the following categories of Twitter accounts:
While these labels are not the same thing as verifications, they are an important measure in helping the public make informed decisions about the content they see and the sources behind accounts they follow on Twitter.
Collectively, these initiatives show Twitter’s investment in the public conversation and demonstrate that Twitter still sees value in verification. However, brands can look at their Twitter presence as a whole for ways to build credibility rather than relying on verification as their only means.
Even if verification isn’t available, you can still create a highly credible presence on Twitter by investing some time and attention into your profile. Here are a few tips to help you get started:
Your imagery and branding. Optimize your profile by updating your picture and background image with relevant, high-quality images. Use either a professional photo of yourself or a custom logo of your brand or business that stands out and represents your brand or business.
Your Twitter handle. Make sure your Twitter handle name is unique to you or your brand. Whatever username you choose, make sure it’s the same across all your social media networks for consistency.
Your Twitter bio. Your bio is a crucial field to keep up to date on Twitter. This should clearly state the purpose of your profile or your brand’s mission or services.
Your contact information. Twitter also requires users to set their specific location and add a confirmed phone number. Don’t worry, your phone number won’t be public. You’ll also need to update your website or blog URL so users can access your work. How else are you going to get traffic from Twitter to your site?
Your Tweets. Of course, you’re looking to build brand awareness and authenticity with your target audience. Tweet regularly, whether you’re posting original content or engaging with your audience.
Look at Sprout Social’s Twitter profile, for example. It fulfills all the requirements mentioned above including custom imagery that’s relevant to the brand, a bio that clearly explains the brand’s purpose, a location, and a website URL.
As mentioned earlier, look how your Twitter profile can serve public conversations. Add your value and voice on the platform by being active and engaging with your audience. And this isn’t just limited to regularly sharing content and engaging Tweets.
Here’s the top three actions you should take to create an active Twitter presence:
Fortunately, these interactions not only increase your relevance, they’re also great ways to increase your brand presence on Twitter as well. Being active in conversations on the platform will help you drive more engagement, increase visibility and possibly gain new followers as well.
Credibility could be further established by connecting with other major profiles. In a sense, you’ll show your credibility or authority in a subject by associating with these major profiles.
For instance, if you’ve written a piece for a major publication, share those articles in your Tweets, and mention that you’ve been featured in those publications in your bio. Or, if you work for a university, hospital or other major organization, tag your company in your bio.
If you have been coveting a blue checkmark on your Twitter profile, you will have to wait for Twitter to reopen public applications for verification. But there’s no need to wait to create an authentic, engaging Twitter presence in the meantime. Until Twitter revamps its verification program, read on to see how you can still build a solid Twitter strategy for your brand.
This post Understanding Twitter verification in 2020 originally appeared on Sprout Social.
If you’re curious about marketing on Reddit, we totally understand why.
After all, Reddit is the epicenter of all things viral online. With billions of visits per month and 430+ million active users, the platform represents one of the most engaged communities online.
Not to mention that content originating from Reddit tends to score huge numbers on social media.
How to increase your car’s value by $1B.
Step one:https://t.co/YRQv4TofIL (cc: @Schwarzenegger) pic.twitter.com/7Swrm3I88l
— Reddit (@reddit) August 13, 2020
Here’s the thing, though: marketing on Reddit is often an uphill battle for brands who don’t really “get” what the site is all about.
If you approach Reddit like the rest of your social presence, you’re going to be disappointed.
That’s why we put together this guide on how to use Reddit for business and decide if marketing on the platform makes sense for you.
Fair question! To folks who’ve never really navigated Reddit before, the site might look like a hot mess.
The self-promoted “front page of the Internet,” Reddit is basically one-part webform and one-part news site.
But where does all the “stuff” on Reddit come from?
In short, users publish content to Reddit in the form of links, photos or videos. Posts and comments related to that content are then “upvoted” or “downvoted.”
The concept of upvote system is simple: the cream (buzzworthy content) rises to the top while downvoted content (often irrelevant, inflammatory or spammy) gets buried.
Beyond Reddit’s front page, discussions are separated by individual communities known as “subreddits.”
It’s no exaggeration to say there’s a subreddit for just about everything. Beyond subreddits such as /r/IAmA (ask me anything) or /r/personalfinance, there are tons of large niche communities such as /r/jellybeantoes which is dedicated to cat paws (and has over 139,000 members, by the way).
Reddit isn’t technically a social media site, although some critics may argue otherwise. While your actual user profile is limited, the ability to “like” (via upvotes) posts, drop comments and publish content is similar to the major social platforms out there.
Demographically, Reddit’s audience skews on the younger side and is nearly 70% male. While the platform is still largely associated with gaming and fandom culture, there are active communities for everything from fitness to beauty and beyond.
At a glance, Reddit might seem like the perfect place for marketers and brands to engage with customers.
And sure, it can be.
But just like any social network, you can’t just dump a bunch of links on people and expect traction.
This is especially true on Reddit, a platform that thrives on a sense of community. Users don’t take kindly to people trying to sell to them without contributing to the community themselves.
Also, users on Reddit can see through thinly-veiled attempts at promotion and are often hostile toward them. That’s why many subreddits have explicit rules that restrict advertising.
Does this mean that Reddit is against businesses? Absolutely not. They just take a firm stance on self-promotion. Perhaps they put it best themselves:
“It’s perfectly fine to be a Redditor with a website, it’s not okay to be a website with a Reddit account.”
Reddit has no problem with businesses joining the platform. The key is that those businesses need to focus on community relationships and value versus selling. Here’s their “tl;dr” to anyone interested in marketing on Reddit:
“Don’t just spam out your links, and don’t blindly upvote your own content or ask anyone else to! Why? Because Reddit is a community, not a platform for self-promotion.”
Keep in mind that Reddit boasts its own ad platform and sponsored posts for brands. With advertising partners such as Audi, Poshmark and Adobe, it’s silly to say Reddit is antibusiness.
Oh, and conversations about brands and products are all the rage on Reddit. People love using the platform to discuss businesses because all content is authentic and unfiltered (hint: no brands butting in).
The takeaway here is that there is a place for businesses on Reddit: you just have to familiarize yourself with the platform prior to posting.
Even if you never plan on business building a presence on Reddit, you should at the very least understand how brands use the platform.
And if nothing else, Reddit is a brilliant place to conduct market research and maintain a pulse on trends in your industry and beyond.
Below are some ideas for how to use Reddit for business and marketing based on your brand.
As noted earlier, Reddit is a potential treasure trove of conversations relevant to businesses.
From your audience’s favorite products to what people are saying about your competitors, you don’t have to look hard for customers asking for advice and recommendations.
However, the key here isn’t for you to intervene or take action.
Instead, just listen.
By keeping tabs on conversations about your products or competitors, you can get a better sense of where you’re winning, where you might be falling short and how you can improve.
For example, check out this /r/personalfinance discussion about IRA accounts. This conversation highlights real-world problems and concerns from banking customers, stressing specific pain points and why one bank might be preferable to another.
These are the exact sort of conversations your business should be privy to and Reddit is rife with them. Take some time to explore industry-specific subreddits to better understand trends and what your customers are thinking.
Another way to zero in on these conversations on Reddit (and beyond) is through social listening tools like Sprout Social. Aggregating messages and posts from across the web, you translate messages and posts into actionable data for your business.
In addition to questions from customers, Reddit is home to tons of user-generated content such as product photos and testimonials.
Customer photos are perfect for platforms like Instagram. Meanwhile, the fact that you have Redditors talking up your brand is a brilliant form of social proof to give your business some serious credibility.
For example, check out these recent posts on /r/FancyFollicles talking up Arctic Fox’s hair dye.
With just a quick search, you can uncover brand advocates and success stories from satisfied customers.
Arguably one of the best ways to approach marketing on Reddit is to prioritize support over selling.
There are many brands that have dedicated subreddit communities for asking questions and troubleshooting problems. This creates a direct line between your brand and customers, all the while being a public forum for people to seek out solutions and product recommendations in the future.
Heck, some companies such as Corsair use Reddit as an extension of their existing customer support efforts. Doing so creates visibility for your brand and likewise proves how committed you are to helping customers.
If you’re part of a bigger brand, you can flex your influence to talk directly to members of your community.
AMA (ask me anything) sessions are a cornerstone of Reddit and are a popular way to engage with fans organically, taking on questions and letting your brand’s personality shine through. Companies usually conduct AMAs in conjunction with a promotion or launch.
The key to a successful AMA is actually going back-and-forth with people rather than talking about what you’re promoting. In fact, shameless self-promotion has been the result of some of the worst (and most infamous) AMAs in Reddit lore.
This is a subtle tip but definitely one worth mentioning.
Ideally, you don’t want to potentially approach Redditors with a totally inactive account. Accumulating posts and comments on the site might take time, but doing so is worth it to prove to your community that you aren’t a spammer.
Some companies get around this by approaching customers from a personal, non-corporate account.
For example, Beardbrand’s Eric Banholtz is a seasoned Redditor and regularly comments on brand and beard-related topics from his personal account.
Similar to how brands conduct employee advocacy efforts, this is a great way to approach people on Reddit minus the sort corporate “stamp” on your presence.
This might seem like a no-brainer, but brands should talk to their customers candidly and jargon-free.
A distinct and approachable brand voice is pretty much always a good idea but is particularly important on a platform like Reddit where authenticity counts.
Here’s a great example from Deciem’s AMA on /r/skincareaddiction.
Their brand response is personalized, detailed and has some emotion behind it. This is exactly how brands should interact with customers on Reddit to win them over (and the upvotes on this post prove they were successful)
Listen: marketing on Reddit is definitely tricky.
Even so, the platform is totally worth exploring for brands who want to understand industry trends and what their customers are thinking.
And as you brainstorm your Reddit business plan, make sure to check out our social media toolkit for additional ways to level up your brand’s social marketing.
This post How marketing on Reddit works (and how to do it right) originally appeared on Sprout Social.
