Category Archives: Social Media

What You Need To Know About Linkedin’s Algorithm Update

What You Need To Know About LinkedIn’s New Algorithm Update

These days, the major tech companies seem to be constantly coming out with new algorithm updates, making it difficult for us to keep track of all that is new. Even though it may be difficult to keep up with, it is important to stay up to date with these changes as each one impacts the industry best practices to some extent. LinkedIn recently updated their feed algorithm in order to maximize responses and boost activity amongst users. The algorithm update comes as a response to skewed engagement metrics that resulted in a disproportionate newsfeed prioritizing users with more followers. This involved LinkedIn completely rebuilding their model for candidate selection and redefining their objectives. Here is what you need to know about the new update.

 

Social Media

 

 

Content Creators Will Be Rewarded

LinkedIn is looking to achieve more activity from all users across the board in order to make the platform more engaging. To encourage this, they have added a metric to the newsfeed algorithm that rewards content creators on the platform, instead of simply showing content with already high engagement. This is to make LinkedIn a more active place for discussion with broader participation by increasing the variety in the content shared on the platform, straying away from the same top 1% of content being shared repeatedly.

In this new update, LinkedIn considers created content as a “contribution” when it is something that is likely to be shared, commented on, and reacted with. Users who create this type of content will, in turn, be considered “audience builders” on LinkedIn, and will be rewarded for the value that they contribute to the feed. The LinkedIn feed will now have “contribution” as a new objective when deciding what posts to feature in the feed. These contributions will help to facilitate more professional conversations and retain active users.

Going forward, this means that if you want your content to appear on your followers’ feeds, then you should create content that users will want to share and interact with. The more that your content encourages activity amongst users, the more likely it is to be featured on their feeds.

 

Feed Ranking will be optimized for Professional Conversation Contributors

LinkedIn’s goal with the updated newsfeed is to promote conversations that are relevant to specific users and their professional development. Content is deemed relevant if it is valuable to the user seeing the post, adds value to that user’s own network, and brings value to the original creator of the post. This new model predicts professional conversation contributions and will help to achieve this goal. The update will not only be beneficial to content creators and their followers, but it will also help to progress the various sub-communities on the platform are impacted by seeing a post.

In order to ensure that your performance is optimal, you should prioritize your specific audience niche when creating your content as they are the ones who will see your content as a professional contribution and thus be promoters for your brand. Use of relevant hashtags will also serve in your favor as it will help to tag your content as a relevant contribution. Finally, try asking industry related questions as this will raise discussion within your community.

 

Types of Posts that will help to Maximize Reach and Engagement

In order to help you maximize your reach and engagement for all the content that you create, LinkedIn has suggested the following best practices:

  • Post content that encourages a response. For example, if you’re posting a link to an article, express an opinion with it.
  • Think about using the best post format for your topic. Posts do not have to follow anyone type of format, and LinkedIn’s algorithm does not take preference of any particular format either. If a video would increase the value of your post, then it is better to include a video over other formats.
  • Use @mentions to pull other people you know into a conversation. If one of your connections could add value to your post, @mention them. Make sure that the people you mention are likely to respond and that they equally see the value in being tagged themselves.
  • Engage in conversation. Respond to your commenters to encourage more activity.

We hope that this helps to clarify the new updates from LinkedIn and that you will be able to implement these best practices into your strategy. If you are looking for help with your Linkedin or social media strategy, make sure to Contact Us at Evolution Digital to organise a free consultation.

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6 Ways to Optimise Your Youtube Practices

Billions of people watch videos on YouTube everyday. This makes the platform the second largest search engine after Google. Videos have risen as an important part of online marketing. While many companies have come to realize the power behind videos, they don’t necessarily know how to optimize their YouTube practices or content. How can you make sure that you and your brand capture this traffic? Taking just a few extra steps to optimize your videos will give you an online advantage, making your content easier to find and to share.

1. Name Your Video with a Target Keyword

The title of your YouTube video is important as it serves as a meta tag, which tells the search engines what the web page and your video is about. Just as it is important to optimize your written content for your website, it is important to identify keywords that help to identify your video. For this reason, it is important to use keywords in your video title. When people browse or search videos on YouTube, one of the first things that they notice is the video title. The title is what determines whether or not the viewer will actually click to watch your video. As long as your keyword fits naturally in your video title, it will serve you well to optimize your title.

2. Write Your Description with SEO in Mind

The description boxes on YouTube videos can also be helpful for search engines and viewers. Description boxes can be up to 1,000 characters, however, many viewers do not read past what YouTube automatically displays for description boxes, which would be only the first two or three lines of text. Despite this, it is still beneficial to optimize your description box with keywords and phrases. An optimized description allows your video to show up in the suggested videos sidebar on the website, which helps to expose your video to more users.

3. Tag Your Video with Related Keywords

Using tags on your video allows both YouTube and your viewers to know what the content and context of your video is. By using relevant tags, YouTube can place your video in the suggested videos sidebar as a similar video, in turn, broadening the reach of your video. Tags should be a mix of the most important keywords and more general keywords. However, it is important to avoid using irrelevant tags as Google may penalize users who do.

4. Track the Right Metrics

YouTube Analytics allows you to see your greatest areas of success as well as areas that need improvement. The three main reports that YouTube provides are Revenue Reports, Watch Time Reports, and Interaction Reports. Other important analytics to keep track of include audience retention, demographics, playback locations, traffic sources and devices. These analytics will

allow you to see everything from what location and devices people are watching your videos from, to how people discover your videos and when they stop watching them.

5. Encourage Embedding

If someone embeds your video on their site, it allows your video’s rating to be boosted in search engine results. If you embed your video on your own website, you also give your site the opportunity for increased traffic by giving search engines added content to rank. Embedding your videos on a website acts like a back link, enabling your videos to be placed in search engine results, resulting in more views. It also helps you reach a wider, more diverse audience apart from just your usual YouTube audience.

6. Encourage Your Viewers to Like and Share Your Videos

The most important interaction metrics that YouTube shows you on your interaction reports include Subscriber numbers, Likes and Dislikes, Comments and Sharing. These metrics show you how viewers feel about your videos and give you the opportunity to interact and form relationships with your subscribers. It is beneficial to promote your videos on your other social media platforms, like Facebook or Twitter, if you have any. It is also important to encourage your viewers to comment, share and leave a Like on your video. Similar to Views, the more Likes that you have on your video, the better your YouTube SEO ranking will be.

Having a strong YouTube presence can have a huge impact on your brand reach by giving you the opportunity to engage with the billions of users on the platform. Once people watch your video, you have the chance to expand your communication with them by encouraging them to go to your company website, ultimately leading to conversions. By optimizing your YouTube practices, you can take full advantage of the branding power that the platform provides.

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LinkedIn

5 Steps to Optimize Your LinkedIn Profile

With over 500 million professional profiles, LinkedIn allows you to form a strong network between other professionals and like-minded individuals. LinkedIn can connect you with potential employers through their powerful job board, offer you the ability to build your professional brand, can help rank your name on Google, keep you up to date on industry news, and help you to grow your personal network exponentially. In an era where online presence is continuing to grow in importance, it has never been more necessary to work on your personal branding.

It may feel as though your profile is lost amongst the millions of others, but making your profile stand out may be easier than you think. To ensure that your profile does not go overlooked, here are 5 steps to optimize your LinkedIn profile:

1. Make Your Profile Attractive and Well Rounded

It’s best to fill out as much of your profile as you can. The more information you include on your profile, the better your chances are of making new connections and standing out to potential employers or customers. It is also important to keep the content on your page clear and easy to follow so visitors to your profile will see the information they’re looking for without having to sift through content that is not relevant.

Another way to make your profile easier to find is by customizing your URL. Customizing your URL serves as a quick, easy way to make your profile standout over others. A custom URL also comes across as a cleaner look if you wish to include your LinkedIn profile on business cards or your email signature.

2. Make Your Profile Easier to Find with Keywords

If you want more visits to your profile, it is important to make sure that your profile is easy to find. This can be done by using keywords throughout your profile. Keywords will gain you a higher search engine page ranking, which in turn will allow prospective customers to find you easily. The effective application of Search Engine Optimization (SEO) techniques can potentially double, or even triple, visitor traffic to your profile. Aside from your name, your Professional Headline is the most highly rated field in the index. It is important to have keywords listed in your headline field to increase your ranking amongst other users who have the same terms. Keywords can also be added to your title. For example, instead of having the title “Senior Consultant”, adding “Senior Consultant – IT Project Management” will help to give a clearer explanation of your position while getting in as many appropriate keywords as possible. Having skills that are endorsed also plays a heavy factor into your profile searchability, so it is beneficial to add keywords and accept endorsements on them. While not everyone may understand SEO concepts, it is important to remember that more content on your profile, especially with relevant keywords, will result in more visitors.

3. Use Status Updates to Your Advantage

LinkedIn status updates serve as the perfect opportunity to improve your personal brand, expand your influence, and generate leads. LinkedIn performed its own research which shows that by posting every weekday, you will reach 60% of your unique audience. Another study showed that people looking for jobs improved their chances of being contacted by a recruiter ten times just by posting weekly status updates.

LinkedIn status updates have the ability to have a major impact, unlike status updates on other social media platforms. This is because a LinkedIn status update showcases your professional status and features your photo, name, title, business and engagement metrics.  You can use LinkedIn status updates to your advantage by sharing news stories about your company or updates about your work with those in your network. You can post an article that your followers find interesting or an image that attract attention and provides value. Updating your status regularly shows your network that you are active in your industry and that you keep up to date with relevant news.

4. Join and Create LinkedIn Groups

Whether you create a group or join an industry related group, the icons for those groups will appear in your profile. LinkedIn Groups have useful management features that are not available on other social media platforms. These features allow you to send an overview of daily or weekly activities that occurred within the group to members as a summary. When creating a LinkedIn Group for your brand, it is important to make the focus on topics that your customers care about, instead of focusing on promoting your company. This will spark more conversation and engagement between your customers in the group. Successfully run LinkedIn Groups can help provide you with a great place to build your professional community.

5. Give and Receive Quality Recommendations

Asking and giving recommendations broadens your network and establishes a positive reputation. While having recommendations and endorsements can help you to stand out in a sea of profiles, vague recommendations can actually have the opposite effect. A good way to start is by improving the quality of recommendations that you provide for others. If you have asked for a recommendation in return, you can provide that person with some guidelines to help the recommendation to stand out.

A good recommendation will include:

  • Your key strengths
  • Why it was enjoyable to work with you
  • One word that the person writing your recommendation would describe you with
  • A problem that the person writing your recommendation had which you helped them to overcome.

To make all of these points stronger, it is important to reinforce each idea with a specific example. While any recommendation is great to receive, highlighting your benefits and the value that you bring can really help you to standout in a crowded job market.

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Benefits Of Linkedin

Linkedin offers an online platform for networking, social selling and more for business professionals in all industries. If used correctly, it can be a gold mine with endless sales leads for your company. Linkedin can be a difficult platform to really tap in to, as often it comes across as a clutter of random connection requests and mundane or repetitious industry updates.

We here at Evolution Digital are experts in extracting leads and executing your business goals through the online professional network. We get past the clutter to identify the key benefits of having a prominent, consistent and well-glossed presence in the right areas of Linkedin.

Linkedin Training

Learn about your prospective client/customer/employee

Linkedin offers Directors and Managers the ability to analyse the profile of their prospects; to identify the quality of leads by delving into their professional background. Linkedin is a recruiters dream, with CVs, interests, education and previous work projects all attached to better inform your decision before picking up the phone.

Act as on an online vehicle for you and your brand

Linkedin gives you the opportunity like no other to present yourself and your brand’s image in a circle with other working professionals. Separating yourself from your competitors on Linkedin can give you the edge when it comes to standing out against the crowd and becoming the no.1 choice for Linkedin can give you the edge when it comes to standing out against the crowd and becoming the no.1 choice for whoever is your target audience. Linkedin has over 500 million members, with over half of this logging on each month, and a further 40% of these then logging on every day, proving that it is ripe with opportunity simply waiting to be excavated correctly.

The online home for your company

The use of company pages on Linkedin grew from 24% in 2015 to 57% in 2016. Brand’s are seeing more and more the fact that you are missing out by not being present on Linkedin, however it is crucial to develop goals and not be online just because everyone else is. A well polished company page, with consistent posts shows prospective clients that you are active, and can be the crucial difference in capturing new clients or customers. Relevant and quality content is just as important as frequency. The Company page also gives your brand the chance to:

  • Tell it’s brand story
  • Showcase your clients/projects
  • Show off your business locations and staff, presenting in a professional yet appealing manor.

Linkedin posted the following infographic earlier in the year, showing that marketers identified Company Pages as the no.1 aspect of the social network that they needed help with.

Infographic for Linkedin Products chart

Video on Linkedin

Linkedin was not traditionally associated with video, however things began to change in 2017 when they introduced the native video option for businesses. Since then, they have expanded their horizon further with the advent of sponsored video ads. Linkedin’s Senior product manager Peter Roybal announced last year that users are 20 times more likely to share video content that any other format. This proves the potential impact of your ads or campaigns provided there is engaging content, and you captures user’s attention early.

The right people

Linkedin is effective because of its primary audience; the prominent presence of middle and upper class individuals. Not only is there a strong presence of upper level individuals, but they are also amongst the most active. About 45% of article readers on Linkedin are in the upper ranks of industries, such as CEOS, VPs, managers etc, so you know your time is not wasted.
This automatically makes for higher quality leads, particularly if you seek out the right groups. As of August 2018, there are over 2 million Linkedin groups with over half of its users being a member of atleast one group. Linkedin groups had lost some steam in the last couple of years, but just this month they have announced some changes to breath life back into the area.

Graphic of Linkedin's market classes

www.adscode.com/social-media/infographic-linkedin-facts-stats-2018

techcrunch.com/2018/08/15/linkedin-groups-relaunch

marketingland.com/linkedin-officially-rolls-native-video-uploading-worldwide-not-businesses-yet

blog.linkedin.com/2015/07/09/1-million-linkedin-publishers

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Close up image of mobile screen with social media icons

Social media strategy is more than just posting

It’s normal for a business owner to set up their company on different social media platforms such as Facebook, Twitter Instagram and LinkedIn. But after you set up, then what? You post an inspirational quote here and there, a random photo of your coffee and caption it “on my way to work” or share a funny video and hopefully, people will react the same way as you did. However,
it’s 2018, and your business needs to have a social media strategy to get your business out there!

What is your objective?

What do you want to happen to your business with social media? Do you want to increase sales? Drive traffic to your website? Increase brand awareness and let people know about your service or products? Whatever it is, you need to think in advance and have a goal.

Focus on what matters

People have this mindset that the more social media platform they are, the better, but sometimes that’s not the case. You have to consider that your target audience may not be active on Twitter or Instagram etc. Remember, time is precious so focus your time and resources on specific online platforms where you are definitely will find your target audience, this is where you need to do your homework and research where your audience hangs out? Where are they primarily active? Facebook, LinkedIn, Instagram etc.? What time do they engage with your posts? Morning, after lunch or night time etc.? You’ll then be able to decide where and when to invest your time.

Research

Sometimes having competitors can be annoying because your target audience is being divided, however, when it comes to researching your social media strategy, this is where they come in handy. You can learn from a direct competitor or a group with similar objectives as your business to help with your business strategy. Observe what they are doing and what’s working for them. You’ll be surprised at how much you can take in from your competitors because this will help you save time in having to test everything yourself. Remember, the key is to do something similar but do it better! Be creative and get your business noticed!

Picture of open laptop on a desk

Quality over quantity

Always consider what you are posting. If you are posting random photos, links etc. for the same posting then people will not take you seriously. You want to display content that is relevant to your business. Material that will bring people to your website.

Calendar

As we’ve mentioned before, time is precious in any business which is why we suggest you schedule your posts in advance to save time. A social media schedule can sometimes be challenging to commit yourself to entirely, but it is time efficient, and it allows you to publish when your audience is most likely to engage. Always think in advance, consider what will happen in the future and schedule that in. There are many useful social media management tools out there where it allows you to schedule all of your posts on different platforms, and our favourite is HootSuite. Some are free, others are not, but this is where you need to decide on what works best for your company.

Picture of a large calendar on top of a neat business desk

Room to improve

You will never have a perfect social media strategy because social media is continuously changing. You need to sit down maybe once a month and keep track of the numbers if your plan is working or not. Go back to your objectives, if it was to increase sales or traffic. Have you seen much difference, go back to the source and see where it came from, whether it’s on Facebook, Twitter, LinkedIn etc. Remember, you can’t report success if you don’t know what’s happening.

Our main point is that a social media strategy is more than just posting something for the sake of a new post. It requires time, creativity and work. Take it step by step, and you’ll slowly but gradually find the strategy that will work for your business. If you have any questions about social media strategy, Evolution Digital can help. Be sure to get in touch with us on 01 288 5118 or drop us an email on info@evolutiondigital.ie and we can have a chat!

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Social Media

Social Media Strategy for 2017

Social Media

Research shows social media’s growing popularity. Studies show more and more organisations rely on social media as a marketing channel.  As more and more organisations experiment with this form of media, they are finding certain platforms are more effective than others. For example studies show retailers find Facebook and Instagram most effective when communicating with their target audience. However LinkedIn has proven more effective for B2B organisations.  Let us now look at how to build a social media strategy that works.

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