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Social media spam can take various forms. About two (or a bit more) years ago I used to be a social media newbie myself and I remember doing what I would now call spam: I registered at social media networks to drop my own links.
This was once a reason why I joined Sphinn but I was lucky enough to learn what spam is very quickly and soon I knew that was not the way to benefit from the network – so in just a couple of weeks I was already active participating in and adding quality to the community.
The reason I am saying this is that social spam can really be innocent (though most of the time it isn’t). So if you plan to engage in social media networking (and marketing) and do it right, you need to educate yourself, to learn some basic rules and ethics and to find out how it actually works.
This post looks at various mechanisms social media sites use to get rid of or fight spam.Limiting the Benefits
Image credit: Toothpaste for Dinner
The widespread (and for most networks, must-take) step to getting rid of spam is not giving the spammers a reason to join. That was the reason (I guess) why Sphinn once went with “nofollow” links (unless the story hits the front page).
That was the reason why I decided to make MyBlogGuest available for registered users only (not to encourage members to drop links to their blogs whenever they can).
Giving no reason to spam is the only way to avoid self-promotion.
However it poses another huge problem for the network owner: the ability to promote yourself is the driving power of any network. By limiting the benefits to join, you risk scaring away valid members as well.
The ability to balance between limiting the self-promotional benefits and still giving the users a solid reason to join and participate (giving proper incentives) makes a successful and (almost) free-of-spam community.Banning the Spammers
Banning members from the network is another way to get rid of spam. Yes, there’s no an easy answer to how banning should be executed. Creating a properly-working, fully-automated algorithm to catch and filter spammers is too hard (firstly, because there’s no clear definition of what spam really is). Besides, “real” experienced spammers never hesitate to create new multiple accounts using new IP addresses and registration info.
Social media networks have been experimenting with various mechanisms of banning, here are a few of them:
1. Banning in Sessions
StumbleUpon is the best example here. It’s been noticed that it has some “banning” periods when it starts removing multiple accounts in bulk.
The mechanism works well getting rid of long-term spammers who have been developing profiles for months. The only way for them is to start from scratch.
Many established, loyal members may fall pray to the process. Many of them are influencers driving real value. Chances are they will never be back.
2. Silent Banning
Reddit is known for the very creative form of banning: invisible one. What it means is that the user may be absolutely unaware of the fact that he is banned: he may go around submitting and voting stuff – what he doesn’t know is that his votes and submissions are invisible to everyone except him.
The only way for the user to make sire he is banned is to once logout and see an error page instead of his profile page.
This seems to be the perfect way to keep spammers under control: keeping them under illusion they are spamming while they are just ghosts.
What about genuine members who were banned by mistake?Building Manually Approved Closed Community
Image by Roy Nixon
In an effort to avoid any form of spam some new emerging communities prefer to stick to an application-based (“beta”) registration process. This works like this: you submit an application to join – the editor reviews your application and approves you (if you seem to be worth it). Example: Blog Engage
Manual review is surely the best way to maintain the genuine membership.
The approach is “anti-social” to some extent: “why would you think I am unworthy by default and have to qualify to fit your community?” It may scare away many people from ever trying to join.
Like I said, there’s no easy solution to getting rid of spam. Like you have seen from the above, fighting spam usually limits the growth and development of the community itself. Have you ever seen any effective way to fight spam without sacrificing the community benefits?
You're reading How Social Media Sites Are Fighting Spam
Marketing is often the key to the success of a business or an endeavor. We accept without argument that different marketing strategies provide widely varying results. Most marketers will find it difficult to identify their ideal customers and devise methods to get their message across to them. Marketers, especially those dealing with online platforms, need to be aware of and adapt to new trends, languages, and tools. The small percentage of businesses that haven’t yet jumped on the social media marketing bandwagon are missing out on a huge chunk of the market.
While expanding their customer base is a common objective for most companies, some use a technique called “social marketing” to try to make a positive impact on the world by spreading useful information or influencing societal norms. As a result, the distinction between social media marketing and social marketing is often blurred.What is Social Marketing?
Creating awareness of a social problem through the application of marketing principles and techniques in order to change the attitudes and actions of individuals for the welfare of society is one example. Marketing campaigns that raise awareness about the risks of engaging in risky behaviors like driving under the influence of alcohol or drugs, littering, or recycling are all examples of social marketing.
These campaigns aim to change people’s habits over the long term and are well−planned and structured. While anybody is free to engage in social marketing, businesses, governments, and other organizations often do so.
Product − This effect is a shift in one’s perspective or conduct.
Price − This is the price that must be paid to change said behavior.
Place − To achieve success, it is necessary to target this group.
Policy − The goal of any social marketing campaign should be to inspire people to change their behavior positively.What is Social Media Marketing?
Social media marketing is the process of contacting prospective clients using platforms like Facebook, Instagram, and Twitter. With the rise of the internet, social media has gone from being seen as helpful to essential for any business with ambitions of reaching a wider audience.
Using social media as promotional resources may help your business in many ways −
Creating and growing brand awareness − Making your brand known worldwide is possible with the help of social media’s widespread reach and effective tools.
Promotion of products and services − Businesses may more easily promote their products, which in turn attracts a larger pool of prospective buyers.
Building conversions − With the help of social media marketing, businesses may more quickly transfer prospects from the awareness stage to the conversion stage.
Improving interaction and communication with audiences − Promoting two−way contact and involvement with target demographics is a key function of social media marketing.
Social media marketing might greatly aid a business’ expansion, but it also runs the danger of failing. Companies must, therefore, adhere to these five essential tenets −
Before diving headfirst into social media marketing, businesses should have a strategy. Company goals and the characteristics of the most effective social media platforms should inform this decision. It’s possible, for instance, that one company’s brand does well on Instagram but poorly on YouTube, and vice versa.
Many consumers’ first exposure to a company may be traced back to the information it has distributed online. With this in mind, it’s important for businesses to stick to their established aesthetic.
Customers will always find new ways to get in touch with a company, whether it’s through a remark on an article, a direct text message, or a shared social media post. Maintaining communication with the above−mentioned people is essential.
Businesses should make use of the information provided by the various social media platforms when assessing the success of their social media marketing strategies for their brands.Differences: Social Marketing and Social Media Marketing
The following table highlights how Social Marketing is different from Social Media Marketing −
Characteristics Social Marketing Social Media Marketing
Definition The term “social marketing” is used to describe the process of bringing attention to a social issue via the use of marketing principles and strategies to alter consumer behavior for the greater good. Social media marketing is promoting a business or brand on social networking sites like Facebook, Instagram, and Twitter to get new clients.
Purpose Social marketing aims to persuade consumers to adopt behaviors that are good for society as a whole. Social media marketing hopes to increase brand recognition and sales by reaching out to a wider audience.
Approach Social marketing is predicated on identifying one’s target audience and catering one’s marketing efforts to that audience specifically.
Scope Targeting a specific area, niche market, or behavioral trend is a hallmark of social marketing. By leveraging these platforms, businesses hope to attract a more varied customer base.
Measure of success An essential indicator of the success of social marketing initiatives is the degree to which they affect target audiences on an individual level.Conclusion
The phrase “social marketing” is used to describe the process of bringing attention to a social issue via the use of marketing principles and strategies with the aim of altering consumer behavior for the greater good. Conversely, social media marketing is the process of promoting a product or service to a target audience using social media sites like Facebook, Instagram, and Twitter.
Although social marketing and social media marketing are separate disciplines that use different methods to reach their respective audiences, they are equally important.
Top 5 social media trends for 2023 you need to include in your marketing strategy, including predictions from 10 social media specialists
Brands are trying in more ways than ever to connect with audiences across a range of social platforms. It is becoming harder for brands to catch our attention as competition increases and our attention spans have decreased to 8 seconds. Each day users scroll through 300 feet of content, giving brands a very small window of time to grab the users’ attention. Therefore, how can your brand start building ideas that work for the speed of feed? Here are five key trends we believe will have the biggest impact on your social media strategy in 2023.
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For more digital marketing trends, see Dave Chaffey’s 10 digital marketing trends to act on in 2023.Chatbots will make customer service faster
Chatbots are no longer the robotic, clunky machines they once were. They are bots that are able to provide an instant connection with customers from all over the world – solving customer issues and even ordering pizza. This year we have seen many brands are testing chatbots with varying degrees of success.
Chatbots give brands the chance to interact quickly with their audience in a way that feels personal. As bots become smarter and more human-like you can customize your brand voice and send personalized messages directly to users. Facebook reported that they now see 100,000 monthly active bots on Facebook Messenger, offering a whole new platform for marketers to connect with audiences.
The quickest adaptors to chatbots are currently millennials, with nearly 60% having already used chatbots and 71% saying they would like to try a chatbot experience from major brands.
Recommendation: If you aren’t already, 2023 might be the year to test chatbots for your business. While it’s easy to design chatbots with only Millennials in mind, don’t forget older users who are slower to adopt new technologies. Before you launch a chatbot, test it out on a range of potential users.
Create a character first
Chatbots have feelings – create copy first, not code
Don’t make it too complicated
Don’t expect people to just use it because it’s new. Give users a reason to use it
Epic fails can happen to both bots and humansEphemeral content will provide the best engagement rate
Snapchat, Instagram, and Facebook stories have led to the popularity of ephemeral content. Most ephemeral content is shared for up to 24 hours and then disappears forever. Brands are now creating content for their social channels as well as having a separate strategy for their ephemeral content marketing.
Ephemeral content allows you to be more authentic, we are seeing many brands using their Instagram profile for their best, high-quality content and stories for more real-time content. Because of the nature of stories content is lost within hours, making your followers take fast action and marketers gain from it.
Having a high-quality social content strategy is a must! We have taken a look at why storytelling is the future of social content marketing, using National Geographic as a prime example of how to engage 350 million combined social followers.
Having stories that appear at the top of your follower’s feed helps keep your brand at the top of their minds. There are 250 million stories everyday, you need to find ways to make yours count.
Recommendation: Have a plan in place to reach audiences with the help of an ephemeral content marketing strategy. Look to be more authentic and offer real-time content to engage audiences in the shortest possible time. Create a strategy around your story and invest time and thought. Use this guide on how to craft an engaging Instagram story to help.Rise of augmented reality
The use of Augmented Reality on mobile devices provides a niche and engaging way for marketers to reach their target audience – it’s quick, easy and very interactive.
This year Apple announced the launch of iPhone 8 and iPhone X which provides users with new augmented reality experiences. Therefore its likely more social channels will plan on introducing new ways of integrating AR into their platforms. We have already seen Snapchat roll out a new AR feature allowing users to their Bitmoji and project themselves or images into the real world through the app’s camera.
Similarly, brands could soon project their products into the homes of social media users through special filters. For example, IKEA rolled out ‘Place’ an app for users to preview furniture in their home before buying. This is a great way to increase conversions by showing customers how their products will look in the surroundings of their own home, before buying.
As AR grows ‘Virtual FOMO’ will become a reality. People will start to feel like they are missing out on this new world and want to become part of it. Therefore social media will help AR go mainstream. Look at the features and tools big social platforms like Facebook are introducing and find ways of tapping into this trend.
Recommendation: If you are planning on using AR make sure it adds value for the user and is shareable. Don’t use AR for sake of it. It’s important to consider how your strategy fits in and what these new features and tools might facilitate in time.Influencer marketing will continue to take over
Influencer marketing is not a new thing anymore. Due to the vast majority of marketers wanting to tap into the influencer market, there are far more challenges faced by agencies and brands. The popularity of influencer marketing has made it hard to know who to trust.
Consumers want authenticity from influencers, brands who seek to work with real influencers or industry experts will find a higher engagement rate. Viewers will become bored of seeing brands use any influencer with over 10,000 Instagram followers to promote teeth whitening or protein shakes.
Secondly, with so many brands wanting to work with influencers they will become more thoughtful on who they want to work and be associated with. Therefore, building meaningful relationships with influencers will be key in 2023. Maintaining these relationships is complex and requires personalized messaging based on who the influencer is.
The future of influencer marketing will see brands turning to real experts. This is due to too many brands wanting to work with social influencers and their opinions no longer being trusted.
Recommendation: You will need to set clear objectives of why you are wanting to work with influencers and consider whether or not they will help deliver the best ROI. Know who your audience regard as influential and build solid relationships with them.Video Video Video
In a mobile-first culture, video is our main consumption. In 2023 90% of all content shared by users on social media is video. The biggest challenge is how you can capture your audience’s attention in the first 3 seconds.
At Social Media Week London Facebooks Creative Strategist, Kat Hahn quoted ‘Not doing short video is not an option’. Brands who are not yet using video as part of their social media strategy need to start.
The way we consume video is changing. According to Sean O’Neal from Adaptly mobile, video is the number one fastest growing ad format in the world and has been doubling YoY. By 2023 video will make up 80% of all online consumer internet traffic and will eventually be the closest you get to a face to face conversation with your audience.
David Wilding, Head of Planning at Twitter said ‘video isn’t a strategy, it’s a tactic’. Before you dive into video you need a strategy behind what you’re doing. Make clear objectives and don’t just use video for the sake of it.
We have seen Facebook, Snapchat, Instagram and Twitter all investing in video to help generate engagement and build followers. Use these tools such as Facebook Live and Instagram Live to create new and exciting content.
Recommendation: Soon almost all the content we consume will be video, therefore ensure all your video content is high quality and engaging. Research into exactly what your target audience is looking for and test different content to see what works best. You need to follow the rule of ‘design for sound off, delight with sound on’ – more people are starting to watch with the sound on and is still valuable.
We also asked 10 experts ‘What do you believe the key trend for social media will be in 2023‘ here are their predictions.
Diana Rayfield, Social Media Strategist - Harp Interactive
“2024 will see a significant rise in businesses and brands using Facebook Messenger as a proactive marketing tool vs. simply a responsive private messaging app. With over 1.2 billion people on Messenger every month (according to Facebook), marketers using Messenger, especially those who are first on the trend, can expect explosive reach and engagement rates. Smart Replies, chatbots and embedded apps create a trifecta of marketing opportunities on Facebook Messenger.”
Neal Schaffer, Social Media Strategist and the author of ‘The Business of Influence’
“The key trend for social media in 2023 will be influencer marketing. With the continued democratization of content publishing, traditional marketing channels have less influence while social media users and content creators have more. Anyone can yield influence and thus, as social media becomes more and more pay to play, every business need to incorporate some type of influencer marketing strategy to become more effective in their 2023 marketing. The trend towards brands leveraging user-generated content is one example of this, and if you are going to curate content to represent your brand, why wouldn’t you use that of an influencer?”
David Christopher, Director of Marketing and Growth – Tailwind
Mike Alton, Content Marketing Practitioner, Author, CMO - The Social Media Hat
“While video, particularly Live Video, will continue to increase in importance in the coming year, a key differentiator will be the creation of high-quality, relevant video.
As the novelty of being able to “go live” from any device, anywhere, wears off, audiences will begin to tune out creators and broadcasts who share nothing more than their day-to-day activity.
Stories, regardless of whether they’re shared on Snapchat, Messenger, Facebook or Instagram, will follow suit.
Simply put, as audiences become more inundated, businesses and marketers will have to become more skilled at creating truly valuable content. Therefore, I do expect the overall quality of video content to improve in 2023.”
Pam Moore, CEO – Marketing Nutz
“More brands will turn to influencer marketing to reach audiences they struggle reaching today. According to Linqia, 86% of brands are using influencer marketing as part of a content strategy.
Given the rise of micro-influencer marketing, brands no longer need to depend on million dollar marketing budgets and top celebrity influencers. Marketers can now instead tap into the power of micro-influencers. These influencers are not only more affordable but often have more time and are more eager to partner with the right brands, big and small, that are interested in collaboration and serving their audience incredible value. This can bring a high ROI for brands since 82% of consumers follow recommendations made by a micro-influencer (Source Expert City).”
Katy LaLanne, Content Marketer – Sendible
“Every employee is their own brand but also an extension of your organization. As social culture in the workplace expands, I think we’ll see an increase in company-wide involvement and storytelling across social media in 2023. 64% of millennials believe that social media is one of the most effective channels for connecting with brands (Source: Microsoft) but messages are re-shared 24 times more frequently when they’re sent by employees instead of the brand itself.
Trust between customers and brands is deepened when there is a face and a story behind a brand, which is often where influencer marketing comes into play. Don’t disregard influencer marketing opportunities, but look for leaders throughout your organization, from top to bottom, who can deepen trust with your audiences by educating and entertaining.”
Richard Sunley, UK Marketing Lead – Talkwalker
“We now have so many more options to link social activity to business impact through data integrations and a better understanding of how social media can affect the bottom line. Successful companies will implement robust measurement systems that create a direct link between social activity and predetermined goals – whether it’s email, sign ups, e-commerce sales or spreading a specific message.
Social media analytics platforms now provide the tools and expertise to help companies do this, so reliance on vanity metrics like retweets, likes and follower count will no longer be enough to please clients and/or senior executives. Greater adoption of new technology like image recognition and analytics will also help brands measure the impact of things like sponsorship activity and user-generated content that have previously been difficult to calculate accurately.”
Lilach Bullock, Social Media Specialist – Lilach Bullock
“I think that 2023 will be the year of Artificial Intelligence – it’s been gaining popularity and steadily growing, even though it’s still in the early stages; in 2023, though, we’ll be seeing even more of this.
Chatbots, for example, have been implemented to great success in the past year, and are starting to see more widespread use. Plus, we’ll likely see more augmented reality, especially considering the new iPhones – which has enormous implications, both for the regular user and for brands and marketers.
Personally, though, I can’t wait to see what new tools pop up as AI becomes more accessible!”
Luke Brynley-Jones, Founder - OST Marketing
Veronika Baranovska, Content Marketing Specialist - Sendible
“Personal, deeper connections between brands and social media users. Less automation and repetition, more real-time engagement and capitalisation on micro-moments with the aim to delight your social media followers. The popular adoption of live video and the Snapchat/Instagram Stories type of content will push marketers to create and publish content as they go.
Whether you plan on introducing video into your strategy or want to start using chatbots, make sure you have a solid plan in place to implement these tactics. Do you agree with these predicated trends? Do you feel marketers need to be focusing their attention in other areas? Let us know via Twitter, Facebook, Instagram or LinkedIn.
Im Oktober haben wir erfahren, dass die App von Twitter offiziell eingestellt wird. Doch schon vorher hat sich die Aufmerksamkeit neuen und flexibleren Video-Formaten wie dem neuen Spielmacher Facebook Live zugewandt.
Diese konstante Fluktuation im Social Media-Bereich ist nicht wirklich neu und kommt oft genug einfach nur teuer. Unternehmen investieren in neue Tools und Strategien, entwickeln Marketing-Pläne und strengen sich an, um Ihre Mitarbeiter in Stellung zu bringen… nur um zu erleben, dass ihnen über Nacht der buchstäbliche Teppich unter den Füßen weggezogen wird.
Hier kommen fünf große Veränderungen, die die Art und Weise, wie Unternehmen Social Media nutzen, in 2023 stark beeinflussen dürften:1. Der Reichweiten-Kollaps
Es funktioniert nicht mehr, die Nutzer in den sozialen Medien auf die hergebrachte Weise – also ein Publikum über einen Zeitraum aufzubauen und Neuigkeiten zu teilen – zu erreichen.
Die Anzahl der Posts, die Ihre Zielgruppe zu sehen bekommt, wird durch die Algorithmen immer stärker limitiert. Das ist keine großangelegte Verschwörung, sondern reflektiert die Realität überladener Feeds. Bei all den Nachrichten, Fotos und Bildern dringt nicht alles durch. Wie also können sich Unternehmen in dieser Überfülle durchsetzen? Es dürfte nicht überraschen, dass sie Geld in die Hand nehmen müssen.
Alle Netzwerke haben ihren eigenen Anzeigenformate entwickelt – Promoted Posts und Neuigkeiten, die authentisch wirken. 2023 wird es Zeit, dass Sie diese nutzen.2. Mitarbeiter werden zu Ihrer Social Media-Mannschaft
Unternehmen, die Ihre Reichweite und den Einfluss in den sozialen Medien steigern wollen, ohne dafür einen Cent auszugeben, bietet sich eine mächtige Verstärkung, die bereits auf der Gehaltsliste steht.
Mitarbeiter als Markenbotschafter einzusetzen bedeutet, Ihr Team zu ermutigen und zu motivieren, Markenbotschaften über deren eigene Social Media-Accounts zu teilen – dürfte 2023 zum Gamechanger werden.
Sogar als kleineres Unternehmen können Sie so hunderte, wenn nicht sogar tausende neuer Follower erschließen. Nachrichten von privaten Accounts genießen mehr Vertrauen und umgehen außerdem einige der oben erwähnten lästigen Algorithmen.
Ich konnte das bei der Sport-Entertainment-Kette Topgolf beobachten, für die mein Unternehmen eine Fallstudie erstellt hat. Topgolf motivierte 300 seiner Mitarbeiter dazu, Neuigkeiten zu teilen. Die „Gefällt mir”-Angaben stiegen während der Einführung der Initiative im vergangenen Jahr um 220 Prozent.
Allerdings gibt es ein falsches und ein richtiges Vorgehen. Das Teilen von Unternehmensnachrichten lässt sich nicht erzwingen.
Mitarbeiter sollten Unternehmens-Posts teilen wollen. Und die Inhalte sollten zu ihrem eigenen Publikum passen. Es ist beispielsweise wenig zielführend, wenn Mitarbeiter auf ihren Facebook-Profilen zu B2B-Themen posten.
Der Prozess für das Teilen muss zudem ganz einfach sein. Einige neue Tools (mein Unternehmen Hootsuite bietet eines) erlauben es Arbeitgebern, Nachrichten, die geteilt werden sollen, an ihre Mitarbeiter über eine Mobile App weiterzureichen.3. Die Social Media-Qualifikationslücke wird größer
Immer mehr Unternehmen nutzen die Social Media-Kanäle für Marketing, Kunden-Service und Vertrieb: laut aktueller Daten von eMarketer sind es mittlerweile um die 90 Prozent.
Da erscheint es befremdlich, dass die Ausbildung und Information von Mitarbeitern an vorderster Front bislang weitgehend vernachlässigt wurde. Wie die Managementberatung Capgemini Consulting ermittelte, berichten neun von zehn Unternehmen, dass ihre Mitarbeiter nicht über die erforderlichen Fähigkeiten verfügen, um Social Media als Business-Tool einzusetzen.
Doch es gibt Hoffnung. Social Media-Kurse finden langsam ihren Weg in die Programme von Universitäten. Und zwar nicht nur für Studenten, die einen Marketing- oder Kommunikationsabschluss anstreben. Für Unternehmen, die an einer schnelleren Lösung interessiert sind, bieten sich Online-On-Demand-Angebote an, um Wissenslücken zu schließen.4. CEOs bekommen den Social Media-Dreh endlich heraus
Jemand, der nicht auf Facebook ist, hat heute Seltenheitswert – außer, es handelt sich um den CEO eines Fortune 500 Unternehmens. Satte 61 Prozent haben laut einem Report von chúng tôi aus dem Jahr 2024 noch immer keine Social Media-Präsenz.
Aber 2024 markierte eine Zeitenwende.
Facebook startete ein neues Business Influencer-Programm, das Topmanager wie Meg Whitman, CEO von Hewlett Packard Enterprise, und den T-Mobile-Boss John Legere anzog. Und auf der LinkedIn Blogging-Plattform Pulse sind heute mehr als 500 Wirtschaftsführer aktiv, von Bill Gates bis Arianna Huffington.
2024 werden wir erleben, dass mehr Führungskräfte den Sprung in etablierte Kanäle wie Facebook, LinkedIn und Twitter wagen – genau wie zu jüngeren Plattformen wie Instagram oder Snapchat.5. Vertrieb und Kunden-Service werden zunehmend Social
Etliche Unternehmen halten Social Media noch immer für ein reines Marketing-Tool. Das stimmt nicht mehr.
Verbraucher lernen Produkte auf Pinterest und Instagram kennen. Sie erhalten Angebote auf Facebook und Twitter. Sie suchen nach Kunden-Service auf Messaging-Kanälen wie dem Facebook Messenger.
Dieser Trend zum „dialogorientierten Handel” wird sich mit der zügigen Bereitstellung von Chatbots 2023 noch verstärken.
Wer diese noch nicht kennt: Ein Chatbot ist eine Art virtueller Assistent, der im Facebook Messenger, WhatsApp oder einer anderen Plattform „lebt”. Diese auf künstlicher Intelligenz beruhenden Bots führen den Verbraucher durch eine Reihe einfacher (und nicht ganz so einfacher) Aufgaben in natürlichen Konversationsformaten – von der Pizza-Bestellung über die Flugbuchung bis zur Verwaltung der Finanzen.
Der Siegeszug der Chatbots eröffnet einen Weg, um Social Selling und Kundenservice schnell zu skalieren, weil er den Nutzern einen 1:1 Service bietet, ohne dass mehr Personal erforderlich ist.
Auf eine Konstante können sich Unternehmen jedoch verlassen: Social Media selbst wird nicht mehr verschwinden. Die sozialen Medien werden zunehmend zu dem einen verlässlichen Ort, an dem Kunden erreicht werden können.
Die Tools und Kanäle mögen sich ändern, aber der von Facebook vor mehr als 10 Jahren eingeleitete kulturelle Wandel bleibt uns erhalten. Um das zu erkennen, brauchen Sie keine Kristallkugel.
Sie möchten Ihre Social Media-Strategie optimieren und mehr über die neuesten Social Media-Trends wissen? Dann registrieren Sie sich für unser kostenloses Webinar “Social Media-Trends, die Sie 2023 umsetzen sollten” am 9. Februar.
Go to the PowToon website and enter your email to become a beta tester. The free account allows you 20 YouTube exports, 3 PowToon styles to choose from, and a maximum time of 45 second clips. You may also choose one of the paid subscriptions if you want more options and the PowToon logo’s removed from the clips. Once you receive access to your free account, you’re ready to start creating your supercharged presentations and movie clips!Movie Mode
In the next step of making a movie clip, you’ll need to select the template for your clip. Depending on what your goal is for the clip, you can use the Event Invitation, or Spoken Word to creatively spread the word about an event or you can use the Blank template to make your own creation.
Now you’ll see your full dashboard where you can begin to create your design. If you chose to use a template, you’ll see your slides in the left sidebar, the editing tools in the right sidebar, your toolbar in the top of the screen, and the time manager in the bottom of the screen. If you use a blank template to create your own PowToon, all of these options will still be there but you’ll need to add more slides by using the + button in the left sidebar.
When you add effects, the editing button will appear in the time bar. You can change the effect by adding sound, how it comes in and goes out etc from here.Presentation Mode
For this presentation, I imported music by using the import button in the toolbar and an image by selecting one of the Image Holders from the right sidebar. These can also be added in movie mode. Right now the only method for uploading images is from a URL but when the full version is released, you’ll have the option to add an image from your computer. When it’s all finished it looks like the one below.
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This is the Aurora Borealis as Scott Kelly sees it from the International Space Station. It’s breathtaking, inspiring–and perfect for Instagram.
“Space is interesting to lots of different people, for lots of different reasons,” says NASA Press Secretary Lauren B. Worley, “Interest in space is something that doesn’t go away.”
Those 4.6 million Instagrammers may certainly be interested in space, but the real connection between them and NASA is the perspective of space in those pictures. They’re first-person, taken by the people who are actually seeing all of the wonders of the universe up close: the astronauts.
Astronauts’ social media posts are a big part of why NASA attracts so many followers. They’re the only human beings seeing the wonders of space firsthand.Step One: Making Time
Yet, astronauts aren’t being sent into space to rack up social media followers; they’ve got plenty to do on the space station or in orbit without snapping pictures “We don’t have any time scheduled in our day for social media, and our off time is actually very limited on the space station,” NASA astronaut Reid Weisman tells Popular Science. “We generally work about a 12-hour day.”
Participation in social media is entirely voluntary for astronauts. They may prep for a mission knowing very little about social media, but by and large they feel almost obligated to participate.
“I feel a responsibility to it,” admits Weisman, who knew nothing about Twitter before being prepped at NASA. “We sneak off and take a few pictures out the window of the Earth. I mean, you gotta share that. It’s so beautiful.”
Astronaut Reid Weisman on the International Space Station
And how, exactly, do astronauts share those beautiful pictures of Earth? With the help of Social Media Specialists like Crag Bernard, who helped Reid’s Twitter feed earn over 382,000 followers.
“I brief them on the existing social media guidance,” Bernard says, “It’s suggestions more than requirements. There’s no distinction between social media and any other way we communicate with the public.”
The fun part is helping astronauts figuring out what to share, says Bernard. “When we first talked, [Weisman] was like, ‘I want to do things on the World Cup, #spotthestation, and looping videos,’” Bernard recalls. “From that, we decided on the [social] platform selection and the mechanics.”
There was also the consideration of what Weisman could offer that no other astronaut had at the time – which, given the launch of Vine, was looping video. “I was first drawn to the looping videos because I’d followed a ton of guys and girls who have gone into space, and the pictures were always amazing,” Weisman says. “But there wasn’t really a platform that just threw the video on a feed.”
Thankfully for Weisman, Vine had just come out when he was about to go into orbit, and it became the perfect platform for adding live looping video to his Twitter feed.
After clarifying a social media strategy, all the astronauts had to do was supply the content. “I would develop the content, attach a picture or Vine video [to an email], or tell [Craig] where to go to find the Vine video, and I’d downlink,“ says Weisman. “Then Craig would blast that out onto Twitter.”Step Two: Posting From Space Ain’t Easy
That sounds simple, but sharing pictures or video from space isn’t as easy as logging onto the local Wi-Fi. On the ISS, the technical difficulties involved in using the internet increased exponentially, as Weisman discovered:
Thankfully, NASA figured out a solution. As Weisman recalls:
The whole process is collaborative, with a bit of back and forth to maximize the content’s reach on its given platform.
“A lot of times [astronauts] will reach out to me and want to brainstorm on things,” Bernard says. “That’s when I’ll look at current activities, hashtags, what’s trending, and offer suggestions back to them. The key, when [Weisman] sends me something, is to make sure it’s factually correct…I almost felt like Siri there, for a little while,” Bernard adds, chuckling.
The process doesn’t always run that smoothly, though. For one thing, even NASA has to fend off trolls.
“Anytime you post a picture there’s always a chance of someone saying ‘Hey! I see a UFO!’ or ‘I don’t think this is real!’ You’re always going to get that kind of thing,” Bernard says.
For another, astronauts don’t always get the platform they ask for. According to Jason Townsend, NASA’s social media manager and the person in charge of NASA’s organizational accounts, the choice of platforms is a “multi-factored” discussion. He rattles off a list of questions that he and his colleagues ask when helping astronauts post to social media: “Do we have the capacity for that? Is it bringing a new audience, or a new way of displaying content? Do we have somebody we could reach on there that we couldn’t reach elsewhere?”
Townsend and his two-person team are responsible for answering all of those questions, building relationships with all the platforms, and – yes – deciding if and how NASA will use them. It’s a big job, and it all boils down to one big goal: relevance. “We do things all the time to try to make NASA relevant,” says John Yembrick, another social media manager behind NASA’s flagship accounts. “Inject NASA where it makes sense. If something’s trending – like Leonard Nimoy’s passing, or National Doughnut Day, or that One Direction video – and if it makes sense for us to be there, we will be.”
Lastly, social media has a bit of a learning curve, even for NASA. “There was a test firing of a rocket engine,” says Yembrick, “we did an 8-minute video and it bombed online. We pulled out a 45-second bit for social and it did great.”
“Social media is really eye-opening,” adds Townsend. “When [we] started, it was a great learning tool. Retweeting taught us how to recompose tweets.” “Every day you learn something new,” admits Yembrick. “Framing content and seeing how people respond to it-–sharing with friends and followers-–is one of my favorite parts [of the job].”
A post from NASA Europa’s Instagram
NASA has a wealth of content from which to build their social media pages.Step Three: Connecting With Followers IRL
NASA has a wealth of content from which to build a social media platform, from astronaut’s social media feeds to image galleries, TV stations, and patents. NASA rightfully sees all of that content as a goldmine, and is doing everything it can to share it. Social media gives them an effective way to do so, and allows them to do what they do best: inspire.
“Imagine if Neil Armstrong and Buzz Aldrin had had social media when they were on the moon,” says Weisman. “It would be a totally different experience for everybody.”
That push to inspire has been a core part of NASA’s strategy ever since it started using social media in 2009. After Mike Massamino’s first tweet from space that year, NASA has since held regular social media events, fittingly called, “Socials,” in which the agency has invited over 6,500 social media followers behind the scenes of launches.
At these events, followers are allowed to see launches up close and share them with their own friends online in real time, with “no conditions on what they can say, other than stuff that’s off-limits for security reasons,” says Worley.
With 10 communication centers distributing content across 13 platforms, NASA’s doing everything it can to both support and embrace its increasingly loyal followers. And the strategy seems to be paying off: NASA has embraced social media like the best major brands do. Certainly more than any other government agency.
It’s a marked contrast to NASA’s communication style with the public during the beginnings of the space program. According to Yembrick, who worked in space operations at NASA prior to social media, it all comes down to one major difference: access. “NASA’s always been doing amazing things,” he says, “but the public didn’t know it was happening.”
Back at the beginning of the space program, the public primarily learned about NASA via the major news media. There were dedicated reporters who covered launch-related events and other space news. These reporters had access to all of NASA’s information, and as such that’s whom NASA geared their information towards.
In order for the general public to learn more, they had to dig the information up themselves, and only the die-hard space geeks did that. But now, public information is much more accessible. “Our job as communication specialists is to not just share, but put the information in plain English,” says Yembrick. “We don’t need to create these big news products. We need to create social friendly content. People aren’t just observers. Nowadays, people can participate with NASA.”
And participate they do.
“During the government shutdown [in 2013], for 17 days, we were all furloughed,” recalls Yembrick. “We couldn’t do anything, even though we wanted to!”
During that time, Yembrick says, the community stepped up and shared tweets using the hashtag, #thingsNASAmighttweet. They went from being armchair observers who knew what the astronauts would do and cover to actually being the ones that got that information out to the media.
NASA’s social media followers will even take down the trolls for them: “You’ll see the social media community kind of take on those battles for you,” Bernard says.
But perhaps the strongest testament to NASA sharing its content so freely is how inspired they feel because of their followers.
“I put a picture of this atoll on the Pacific Ocean,” shares Weisman, “and one guy wrote back: “Dude! I was born there!” I’ve actually struck up a relationship with this guy, and I would love to go see his little atoll in the Pacific. I mean, it is 1,000 miles from absolutely any other landmass and I didn’t know any other human beings lived there, and here we are on Twitter and this guy responds that he lived there.”
“I was in Addis Ababba, Ethiopia, which is 180 degrees different than what you and I know here in the US,” shares Worley. “These kids barely have shoes on their feet. But, it was incredible how inspired they are by the space program. They know about the Curiosity Rover! There was a 14-year-old kid who built a robot out of LEGOs to help aid workers in case Ebola came to his country. I mean, how can you NOT be inspired by that?!”
With all this inspiration, what’s the next step for NASA on social? “Oh I don’t even think I can answer that question,” admits Weisman, but he sees the potential for platforms like Yahoo’s new messaging service and Periscope that offer instantaneous live-video feeds. “If a user wants to go in and see what’s going on through my perspective in space… to me, that would be the end game, where they could absolutely come along for the experience if they wanted to.”
Giving the average Joe a front seat to the wonders of the universe? It’s one small step for NASA, one giant leap for mankind.
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