Common Headaches for Social Media Consultants

Have a stash of Tylenol ready if you plan on becoming a social media consultant!

alone-62253_640Yes, the job is fabulous: you get to work with a wide array of clients and industries, you make your own schedule, and you get to play on social media all day, but what is rarely discussed is the headaches you also encounter.

It is the exact nature of a social media consultant–the fact that you work on multiple accounts– that is the reason for so many headaches. That’s because no two accounts are exactly the same, and no two problems are the same either. As a social media consultant you will be juggling multiple accounts, logins, problems, systems, billings, and platforms. It’s still worth the journey, however, and as you become more versed in dealing with clients, you will begin to understand ways to avoid and tackle sticky situations.

Common Problems Social Media Consultants Encounter (and how to fix them)

1. Lost logins and other admin issues.  By the time a potential client reaches out to a social media consultant, chances are they, or someone else, has already established some or all of their social media user names. The problem is, often they don’t remember their logins, or the former employee/significant other/consultant who established the accounts is no longer in the picture (or worse, is denying access rights out of spite!).

How to deal with it: Ask for a list of any known email addresses, usernames and password combinations they can think of, and then use those to try to access  the accounts. Some of the social platforms will allow you to click “Forgot the username?” link which will send an email to the account you are trying to access, and then you can see what email address the account is linked to, solving half your problem. If that doesn’t work, you can try to report the business page directly to Google or Facebook, etc., but that is generally a long process with little result.

2. Territorial issues. Often, a client who has been using an admin, intern, or other office personnel to fill in on their social media hires a social media consultant, leaving the office worker feeling left out or blinded by the decision. All of sudden the consultant is working through territorial and ego issues, becoming public enemy No. 1.

How to deal with it: Even in the initial stages, make sure all parties involved are part of the planning process. In your initial meetings, ask the client who currently handles their social media (even if it’s on a very lax basis) to be present, and ask the client to make sure they are aware of your presence. During editorial and planning meetings, ask office personnel to be present, compliment some of the things they’ve done, and ask them what they would like to see in the future. Ask them how much they want to be involved.

3. Passwords, passwords, everywhere. With five or more social media platforms each, and multiple clients, the number of username and password combinations are endless. Often, it’s hard enough for the client to keep them straight, let alone you!

How to deal with it: Try to avoid tying business accounts to personal accounts whenever possible, so they are easily transferable. Always make sure there is a second admin on each account (i.e. the business owner) besides yourself so they will never be without access. Keep a spreadsheet for each client in a share drive with their login, username, passwords, and URL for each social site. We also recommend creating a Gmail account for each client, which you can use to login into every single social account, so that the owner is not bogged down with social media news and updates. Finally, for yourself, consider using a password App, so one login accesses all your accounts.

4. Same industry, same consultant. When you have a specific set of knowledge and successfully make your mark within an industry, you become very popular within that industry. That can sometimes cause competing clients to both seek you out, causing a conflict of interest.

How to deal with it: First, it’s always best to be honest with your clients. If you have two clients in the same industry, talk about why that’s an advantage because it allows you to gain a lot of knowledge about the entire industry and allows you to differentiate the two businesses and define each of their competitive advantages.  Discuss unique ways you will approach their account that’s different from what others in the industry are doing. Discuss your confidentiality policy and reiterate your professionalism. Give examples of other industries where there was two similar clients and how that was an advantage to both.


Finding non-copyright photos for reuse on social media

Finding images and photos for reuse on your blog, Facebook page, and online marketing just got a whole lot easier.

If you have fumbled around image after image trying to conclude if they are copyright-restricted to highlight your latest blog, or if you are a small business that doesn’t have the marketing budget to hire a photographer or pay downloads just to keep you Facebook page afloat, Google images now has a search option for searching for images for reuse.

To find unrestricted photos for reuse on social media, go to Google Advanced Image Search and type in a key word. Then, under the option “usage rights,” change the filter from “not filtered by license” to one of the following: free to use or share, free to use or share even commercially, free to use share or modify, or free to use share modify even commercially.

search for non copyright images

Another way to use this search is to Google the keyword or phrase and select “images” in the results page.

google image search copy

Once you are in the screen with the Google image results, click on “Search Tools” and “Usage Rights” and select the best option depending on how you will be using the image.  This filters your search results according to usage permissions.

search images by usage rights

While this search tool is amazingly easy and convenient (and free!) to search for images for reuse, Google warns:
Before reusing content that you’ve found, you should verify that its license is legitimate and check the exact terms of reuse stated in the license.

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2013 Social Media Predictions in Review

My lifetime collection of fortunes!About this time last year, we published our social media predictions for 2013.  While we don’t have a crystal ball, if there’s one thing we know about social media, it’s this: things always change.

So, for fun, let’s see how our predictions fared:
Social Media Prediction 1: Technologies will integrate and collaborate.

This prediction could not only mean more integration between social media channels such as WordPress, Google+, Facebook, and Twitter, but it could also mean integrated analytics that include everything from blog views to repins on Pinterest.  This could also mean integration between Google+ and other social media platforms, which could ultimately help marketers with SEO when using social media platforms other than Google+.

How our prediction fared: Well, 2013 has brought us easier ways to collaborate between social media platforms. For one, Facebook connect continues to be a popular plugin, new services allow for publishing to Facebook, Twitter, LinkedIn and even Google+ at one time, analytics reports are more accurate and available than ever thanks to new tools…and most exciting, Facebook now has a scheduling feature.  One thing remains the same however: Google Search and Facebook Search are still two different worlds, and considering the fact that are both competing for your traffic, we don’t expect that to change anytime soon.

Social Media Prediction #2: In With Real-Time Marketing, Out With “Optimized” Newsfeeds.
Our prediction is that services such as Facebook will have to revert back to some of their old ways, allowing users to control which posts they see and how often, rather than “optimizing” the newsfeed so fans only see one in every seven business page posts.  This will also mean that optimization will focus on timeliness and relevancy rather than profitability, which will make scheduled posts obsolete, and posts that key in on trending topics, priority. While Facebook may not be thrilled to face this reality, fans need to get the updates they signed up for and businesses need to know their efforts have a ROI. If Facebook doesn’t jump on board, our prediction is users will find somewhere else to go…like Google+.

How our prediction fared: Facebook has initiated Graph Search which uses a variety of relational search items such as locality to help users connect with local businesses, groups, and people. We have also noticed that reach among active users has been creeping up…as long as you have the ads to consistently grow your audience. So, in a way, some of the old ways are coming back, but what has changed is that Facebook needs to make a profit, and so ads are increasingly important.  It will never be the free platform of Facebook past.
 Social Media Prediction #3: Social Media Marketing Budgets Will Grow.

We have noticed an uptick in business, and we don’t expect this uptick to turn around any time soon.  Profits and the GDP are at record-setting highs, businesses are still stretching their staff, and social media–once considered “for the birds”–is now more relevant than traditional media.  This all adds up to larger marketing budgets and more work for social media consultants like us.  No longer considered a luxury, businesses are starting to put more emphasis on how social media can improve SEO, create customer loyalty, and build brand awareness.
How our prediction fared: Just look at the number of social media-related jobs on LinkedIn and I think you will have your answer. Budgets are growing to adopt more social media help–in house and as consultants–as well as to pay for those costly Facebook ads :)
Social Media Prediction #4: Relevance is SEO, and SEO is Social Media.

SEO is becoming the new focus of social media.  Marketers will soon post for one purpose: to gain web credibility and SEO. As more social media platforms collaborate, and as Google’s internet empire grows, expect more emphasis to be put on originality, content, and link building as opposed to the early-2000′s tactics of shock and awe for hits. He who creates custom content and shares it with the world (and that means on Google+ too), will reign as champion of the social media SEO game.  There are some smart cookies down there at Google, and they are always finding new ways to give credibility to sites with original, human content, while also filtering out cheaters and spammers in the SEO game.  They aren’t there yet, but we predict they will be soon. And wouldn’t that be a beautiful world? When you Google a term and get the most relevant results, rather than the most optimized (via clunky, non-human writing and techniques)?

How our prediction fared: Yes, SEO is still king, and that may just make Google the SEO God. Google has even implemented Google Authorship to help further detect spam and plagiarism so authors and bloggers with Google cred and original content will outrank keyword-stuffed spam.  So, while Google+ still struggles along to meet the user numbers of it’s social media counterpart, Facebook, there is still a lot of reason to consider using Google+, and optimize your blog content for it.



Plagiarizers Beware: Google Now Verifies Authors with Google Authorship

google authorship copyGood news if you’re following the rules; bad news if your not: Google’s new authorship function is placing real authors above plagiarism artists.

What is Google Authorship?

Google Authorship creates brands out of authors, giving them an author rank. By linking your online work to your Google+ profile, Google verifies you as an author, and therefore you get a higher click rate.

What affect does Google Authorship have on rankings?

In the past, plagiarized articles can sometimes end up higher in the Google ranks than an original piece. When you are established as an author, Google ranks you higher than a one-off, link bait website that plagiarized your work. So, your work will rank higher because Google has verified you as an author and given you an author rank that will rank you higher.

How does Google Authorship help bloggers?

Articles that feature an author have a higher click rate.  In addition, because all your blogger profiles are linked, a reader of one of your blogs can more easily find, and read, another one of your blogs. All the pieces you author are easily found using your Google+ profile.

In addition, authors that use the Google Authorship function will have their articles verified, and therefore indexed, faster than traditional publishing methods.

Blogger pretenders beware: if you think SEO is just about a jumble of keywords and a good domain name, then you are sure to be disappointed. In Google’s never-ending attempt to put original, quality articles in front of users, they are verifying and validating not just the text, but the author too!

If  you are interested in working with a handful of verified, quality authors to bring your blog and website SEO to the next level, consider a social media consulting firm such as The Social Business.  Our services provide original, informative content from Google-verified authors.

How Google will Destroy Facebook with Search…Or Will It?

google search vs facebookWhen it comes to social media, is more really the merrier?  Because a lot of effort is involved each time a profile is created on a different social media platform, clients are often asking us, “which ONE platform should I focus on?”  And the answer, to be frank, is often “clear as mud.”

A recent article in the Search Engine Journal was brought to our attention by a client who wanted to know if we were doing enough on the Google platform.  The article, entitled “How Google Will Destroy Facebook in 2013” made a pretty bleak argument against Facebook, stating:

“By taking an in-depth look at the interaction between these two powerhouse players [Facebook and Google], as we will in this article, it becomes clear that Google will prevail, and quite decidedly at that. Facebook’s death will be slow and painful, causing the majority of grief to its nearly 1 billion users along the way.

…Search marketers simply don’t have enough evidence from Google that clearly defines Facebook signals as ranking factors for websites. Instead, the community relies heavily on correlations found through data analysis…

..All of that correlative data is great for making some decent speculative deductions, but does not represent definitive evidence regarding Google’s infusion of Facebook signals into a website’s ranking factors.”

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What Pages Need to Know About Graph Search By Facebook

It’s not the end for the hashtag.  In fact, it may be just the beginning.

We mentioned in an earlier post that 2013 will be the year that SEO and social will collide, and Google’s ever-growing presence and search engine strength will put pressure on other social media media platforms to up their game. Last week, Facebook announced its latest set of improvements, which did just that: a comprehensive search tool, Graph Search, which enables users to search for friends that “like” certain things.  For example, a user can find out who of their friends participates in certain hobbies, frequents certain restaurants, have visited certain places, or like certain brands or pages.

As the line between Facebook search, social, and SEO become ever more blurred, it is important for businesses to understand how Graph Search will affect their social media operations, and how they can use it to their advantage.
Here’s how Graph Search works:

  • The search bar first returns the top search suggestions, including people, Pages, apps, places, groups, and suggested searches. People can search for things like restaurants near them, hotels in places they want to travel to, photos posted by Pages they like, or games that their friends like to play.
  • These search suggestions take people to a unique results page. The results returned are based on factors that include information that has been shared by your business and the connections of the person searching.
  • As has been the case for some time, we may also make search suggestions in the search bar that then can trigger web searches. Web searches will display Bing results and Bing ads, similar to results on
  • Pages and apps can still use sponsored results, which appear to people whether or not they have Graph Search (sponsored results have been globally available since August 2012). There are no new ad formats available today.

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Five Social Media New Years Resolutions

Time to ring in the new year, and rid of some old ways of doing things.

2013 is bringing forth an entirely new chapter to social media, and now is the time to prepare!  Social media, now being taught at universities everywhere, has become more than the receptionist at the front desk tweeting “Good Morning” to followers. It has become an integrated, thoughtful, and creative marketing approach to the World Wide Web. And with that comes the responsibility of social media marketers and consultants everywhere to step up their game and vow to never again make the same rookie mistakes of past.

The Social Business is here to help, with our Five Social Media Resolutions for the New Year.  We took what we thought were trends in social media, sharing, engagement, and platforms, and came up with five commandments not to be broken in 2013.

Resolution No. 1: Thou Shall Post Only What’s Timely, Interesting, and Relevant.

We reported earlier that Facebook’s algorithms have changed, making it more difficult to reach user’s newsfeeds.  The less the engagement obtained on a post, the less likely another post is to show up on on a user’s newsfeed later.   Therefore, vow  that you WON’T post anything that you don’t expect to get some level of engagement (comments, likes, or shares). Avoid posting too frequently, and create a call to action by asking your fans to “like”or read the post, answer a question, or give feedback.

Resolution No. 2: Thou Shall Respect SEO.

We reported that SEO is becoming the new focus of social media.  Social Media Marketers will soon post for one main purpose: to gain web credibility and SEO. As more social media platforms collaborate, and as Google’s internet empire grows, expect more emphasis to be put on originality, content, and link building as opposed to shock-and-awe, link bait, and strictly engagement techniques.

This means more credibility and growth will come from original posts with more content.  There are some new tools available to help bloggers obtain credibility using original, human content, and in 2013, this optimized content will be SEO gold.

Resolution No. 3: Thou Shall Not Disregard Google+.

He who creates content and shares it with the world (and that means on Google+ too), will reign as champion of the social media game. Don’t put all your eggs into the Facebook basket. That’s because platforms such as LinkedIn, Pinterest, and Google+ are gaining ground (coincidentally, while Facebook is losing ground), and adding incentives for sharing on their sites.  Google+, for example, has sweetened the deal by giving SEO credibility to stories that are “+1″ (shared) while also beginning to add much anticipated features such as sharing, analytics, and integration with certain third-party services.

Resolution No. 4: Thou Shall Update Social Media Accounts.

The beginning of the year is a great time to review and update your social media accounts.  Give your Facebook page a”Face-lift” with new pictures, milestones, profile pictures, and albums.  Or, check out our Ten Ways to Make a Facebook Page More Engaging in Less than Ten Minutes.

In addition, don’t forget to update your Google+, You Tube, Twitter, Pinterest, WordPress, and other social media accounts.  Take a few moments to view each on different browsers, and check for broken links, inaccurate infomation, alt tags, 401 errors, or anything else that might be affecting your conversion rate.

Resolution No. 5: Thou Shall Create, and Share. And Share Again. And Share Again.

Not only is it important to create unique, engaging, and SEO-packed content, but it’s important to make sure your message gets out there as well.  Integrating your content so it can be easily shared on services such as Facebook, Twitter, Pinterest, You Tube, LinkedIn, Google+, and WordPress, will broaden your audience and advance your credibility.  One word of warning, however.  Be sure to share with your audience, but also be sure to cater to the platform you are sharing on.  The message, tone, and formatting of your message will determine whether your audience engages with your post or not.  For example, the post for this article would look very different depending on the media being posted to.  For example:

On Facebook:

“New Year’s Resolution: Give your Facebook page a Facelift.  This, and four more resolutions for your social media this year. [LINK]”

On LinkedIn:

“Five New Year’s Resolutions for Social Media Marketers.

We reported earlier our predictions for the face of social media in 2013.  Now we’ve compliled a list of resoltions to keep you on track for those changes.

What are your Social Media New Year’s Resolutions?


On Twitter:

“What you are doing wrong in social media, and how to resolve it in the new year: [LINK]”

On Google+:

“Five resolutions every social media marketer should make to their social media practices in 2013.  [LINK]“

Social Media Marketing Predictions for the New Year

English: A Crystal Ball I created in 3D. Suppo...

Recently, HubSpot published an article with their predictions for marketing in 2013.  Among their predictions, they believe:

1. Prediction: Social & Content Influence SEO

2. Prediction: Email Lives On

3. Prediction: Marketing Becomes More Accountable for Revenue Generation

4. Prediction: Inbound, Not Automation, Becomes Priority

5. Prediction: Marketers Will Know Thy Customer

6. Prediction: “Campaigns” Fade Out, Real-Time Marketing Is In

7. Prediction: Context Is Content’s New Best Friend

8. Prediction: Marketing Technology Evolves

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What You Can Do With a Little Chump Change

FAcebook vs google adsBoth Google and Facebook offer advertising.  Both Google and Facebook generate the majority of their income from advertising (Google – 96 percent; Facebook – 86 percent). And both Google and Facebook have a global online presence that dominates cyber space.  But Facebook’s valuation is approximately half that of Google.  Why then, should you ever consider advertising on Facebook instead of Google?

As many marketers are finding out, companies with limited budgets and resources may be able to obtain comparable results using Facebook advertising instead of Google because of the following:

  1. Facebook ads have a high page view rate because it is a smaller network, so the target audience sees the same ads more often.  Because you generally pay-per-click instead of pay-per-impression, you get the benefits of these impressions without paying for them.
  2. Facebook ads are easier to set up.
  3. Facebook ads are less expensive to run.  The average Cost Per Click (CPC) of a Facebook ad is about $.60.

Google Ads are very difficult, and costly, to set up for maximum optimization.  Though Google has a mass amount of videos and tutorials on AdWords, it takes the equivalent of an eight hour course to get the basics down.  In addition, a lot of keyword research is necessary for initial set up, and you may need a graphic designer and web developer to help set up ads and landing pages.  The final disadvantage to Google Ads is the cost.  Generally, accounts with an ad spend of less than $500/month are dramatically less successful.  So if you are working with a small budget and limited resources, Facebook advertising is a better option for you.

Disadvantages to using Facebook versus Google include:

  1. Facebook has weaker performance and lower conversion rates. Google Ads have an average click through rate (CTR) estimated at almost 10 times the CTR of Facebook ads.
  2. Facebook has fewer ad targeting options.
  3. Facebook has fewer ad formatting options.
  4. Facebook has a smaller reach, capturing about 51 percent of all internet users, versus Google’s 90 percent.
  5. Facebook does not have mobile ads.

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