Know Your Enemy

Ok, so that’s a bit of ¬†dramatic title, we apologies for that – but we really want to stress to our readers that the more they know about the social media platforms they use for their businesses the better their efforts will work.

How can you create good posts, great content and awesome engagement if you don’t know how – or what the users (let’s call them people) are looking for?

To expand: How do you know how to promote your messages on Instagram if you don’t have an account and have never used it? How would you know what content people like, what types of interactions are commonplace, how often to post and what hashtags to use? We know there are loads of great tools out there to help us – but that doesn’t beat knowing.

PLUS you spend your precious time creating these posts – if you don’t make them count it can become a big drain!

So, where do we start?

[bctt tweet=”The Chameleon’s suggest that you have personal profiles on each of the platforms you use or intend to use for your business and suss them out!”]

Do you research and gain advice from the “big guys” like Social Media Examiner, Moz, and your favourite Thought Leaders in social so you stay up to date with trends and feature updates.

If it’s a new platform – maybe ask a millennial ūüėČ

We’re going to start with a quick couple of things about Facebook, which will hopefully help you understand how you can improve your business page!

Facebook

1) You have a Facebook email address

You have a facebook email address which is yourname@facebook.com and it’s how messaging works.

2) Saving Posts

You can save posts to read later!

Ever seen something in your newsfeed you wanted to read but couldn’t at the time you saw it? Well you can click on the right arrow of posts that contain links (and some others) and click “Save Link” to add it to your “Saved” listing on the left hand side of your timeline. One of our chameleon’s described it in detail here.

[bctt tweet=”Did you know you can save posts on Facebook to read later?”]

3) Interest Lists

have a particular interest or hobby you like to read about? Find all the best content on that subject in the one place with Interest Lists. Create a list and then add pages or people who have relevant content! This gives you a whole new newsfeed just of those accounts you added about what you’re interested in!

A great way to stay up to date in what you like Рand an awesome way to  curate content for your page.

Facebook interests

 

[bctt tweet=” Find all the best content on that subject in the one place with Facebook Interest Lists!”]

4) See & Manage your Facebook Ad Settings

Ironically you can only get to this from an ad, and when you’re looking for one it’s harder to find them – the rest of the time they seem to be everywhere!

Find out why you get targeted by advertisers on Facebook in a blog post a chameleon wrote here.

 

5) See where you are logged in to Facebook

You can find out where your Facebook account is logged in – the location, operating system and whether it’s mobile or desktop. You might be surprised where you are logged in, the first time I did this there was an old phone listed that hadn’t worked for 3 years!

Go to Security>Where Your Logged In and check for yourself.

Facebook log in

 

We recommend taking the time to familiarize yourself with your Facebook settings. This can help you become a better “user” of the platform, in turn helping you run your pages.

Facebook security settings

 

6) Graph Search

There have been many blog posts written on this subject – so we’re not going to cover it end to end in this one, but we probably will take another run at it at a later date.

Graph Search has been around for about 3 years – but you need to have your language selected as English US. This pains us as much as it might you – but it’s worth it as all updates from Facebook roll out to US users first! Graph Search means you can find all kinds of data about your friends, your page likers, and – well anything really! And they have now released this feature on mobile too.

This will be handy with your profile for finding “that post with the turkey recipe that Julie had around Christmas” or “That photo of Dad with the lawnmower” but this information can be incredibly powerful for brands.

Facebook graph search

 

Imagine you can search for which other pages are liked by people who like your page? You can! What about where they live, what they are interested in, where they go, how old they are? That too – the possibilities are endless!

Having this information can help you align your brand with other brands they love, help you post relevant and engaging content and teach you about what audiences your messages appeal to! You can use this info to determine if your online fans are the ones you were after and adjust your posting to suit if they aren’t – AND see whether your online fans are the same sort of people who love your brand in real life! Amazing, well worth leaving the “U” out of words like colour…

There’s some great article articles on Graph Search here for you – but stay tuned here too as we will definitely be going deeper into this one.

Facebook’s description

Social Media Examiner’s Blog Post

Moz Post

We hope that by better understanding the playing field you can gain insight into how your fans use social media and act more like a person than a branded self-promotion robot we often see, as no-one wants to follow those brands on social.

[bctt tweet=”Being good at social media is about being social after all!”]

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Audience Participation

Hello! The Chameleons are back with another update designed to help you in the world of social media for your business! Today we would like to talk about Facebook advertising.

Now we’re probably going to speak about Facebook advertising¬†from time to time, because (in our opinion) it currently has the cheapest targeting available to businesses. In general in our experience – and remember – all pages/accounts/industries can differ; it’s CPC (cost per click) is significantly lower than Google advertising. Now before the SEO and Adwords guys get all upset – there are many ways to interpret this and we’re not saying don’t pay for search, the more expensive clicks are probably better quality, after all we all know you get what you pay for…

 

 

But that is a discussion for another time! We want to tell you about some ways you might not know of to save time on your Facebook ad targeting and also unlock parts of the ad manager platform you might not know about!

We assume that MOST Facebook page admins have at some point paid to have their content seen so we didn’t want to start at the very beginning (if you haven’t and you do need to get back to basics drop us a comment, we’d be happy to help) but wanted to talk about Audiences.

 

pay peanuts, get monkeys

When you go into your Ads Manager on Facebook this will be the menu down the left hand side.

Facebook ads manager

 

The forth selection from the bottom is Audiences. Once you hit this you will see the different types of audiences you can create and how Facebook advertising can become faster and an integral part of your overall digital strategy.

CUSTOM AUDIENCES

The first option is Custom Audience. This is probably our favourite type of audience! Here you can upload your email database from Mailchimp or whichever eDM software you use straight to Facebook. This audience can be useful because Facebook will find anyone on that database who uses that email and you can target ads straight to them!

Imagine you sent a special offer via eDM, then followed it up with a “Did you get your special offer in your inbox” message? Creepy? Slightly, maybe – but being able to speak directly to your current VIP mailing list on Facebook – very powerful, especially if you have a large database.

custom audiences

You can track specific pages and specific time frames¬†of their visits, cross promoting your messages. An example would be you had a sale on a particular product for a week – the people who visited your site in that week on that page may or may not have purchased anything, but you know they had at least a passing interest in the product. Follow up with messaging about the sale being extended or a new product in this line being added and you can have a repeat visit with no guesswork or wasted money. You already know they were interested in that product so you didn’t have to try and target your ads to people who might like it!

The App Activity Custom Audience is specific to those who have an app – so we will leave this one for now.

LOOKALIKE AUDIENCES

Next on the list is the Lookalike Audience. We love this function!

You can ask Facebook to make you a list of people who closely resemble your current page likes, and because they share characteristics with your current fans Рthey could be fans of yours, right? Right!

Fcebook lookalike audiences

 

It’s really easy to set this up. Choose your previously added database that you made your Custom Audience from, a tracking pixel from your website (you may need a web-guy to help you with this) or select your page. Then choose a location that’s relevant to your needs.

For example if we wanted to do this for our Social Chameleons Facebook page we would use the name of the page as the source and Australia as the country.

Then you can use the slider to say how “alike” or “dis-alike” you want your audience to be, depending on your needs. If you want the most alike you will get a smaller audience. The less alike the larger the audience and potential reach but the less effective this is. You can mix and match to suit your target.

SAVED TARGET GROUPS

A lot of the time you may be searching for the same types of people to share your messages with. Sometimes you are really switched on – thinking of heaps of great ways to match interests or locations or behaviours, and other times you can draw a blank, OR you just need to shave some time off what can be a laborious task, plugging in all the required fields. Either way the Saved Target Group is for you!

[bctt tweet=”You can save your favourite (read: most effective) target groups so you don’t have to go through the rigmarole of targeting every time!”] Super handy.

Once you have harnessed the power of these Audiences you can add them into your ad creation and see how this affects your target size, and often removes the need to use interest targeting all together!

Remember – ad targeting on Facebook is all about trial and error, using a blend of different images, different copy (text) and mixing up your targeting until you hit that sweet spot where your hard earned dollars stretch the furthest and your content find homes with people who value it.

Have questions? Leave us a comment or swing by our Facebook page!

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Copyright & Copywrong | How Not To Steal Images

Something we’ve been most wanting to write about for some time is copyright. How to avoid ripping off creators, and getting yourself in trouble by following the rules of sourcing images correctly, so it’s fitting that this is our first blog post.

It’s a pretty contentious issue ¬†– especially among graphic designers, photographers and artists to name a few, yet some social media publishers are completely unaware! That’s right – we want to talk about image use in Social Media.

Everyone knows great posts need great content – and great content needs great images. It’s a simple fact that people are more inclined to notice your blog post, article or any other type of message if it has a killer, eye-catching image associated. But where do these images come from?

That can be the tricky part. Great images are not generally free to use. If you’re just starting out on your social media journey you may not know that there are rules associated with using images, and just Googling isn’t really going to cut it.

copyright

First, let’s go back to the beginning, why would using someone’s image not be ok? There’s more at stake here than just “that photo is mine – not yours” like in primary school. Photographers, designers and artists make their living from creating beautiful imagery. If everyone took it for free how would they get paid? If they weren’t being paid how long would they continue making beautiful imagery?

Image Use in Social Media

Copyright

Images are subject to copyright – which protect the creator of the image from having it used without their permission.¬†Seems pretty fair, right? But it’s a bit more complicated than that unfortunately.

Obviously you can go about contacting the original creator of the image to ask if you can use it, although this can be difficult to ascertain and often too time consuming for the constructs of social media.

Fair Use

We think WhatIs.com had an excellent definition:

Fair use is a legal concept that allows the reproduction of copyrighted material for certain purposes without obtaining permission and without paying a fee or royalty. Purposes permitting the application of fair use generally include review, news reporting, teaching, or scholarly research. The idea of fair use originally arose for written works. But with the advent of digital technology and the Internet, fair use has sometimes been applied to the redistribution of musical works, photographs, videos, and computer programs.

So you CAN use images under Fair Use – but be careful, you will want to be sure the image is being used to demonstrate something for the public purpose – not necessarily your agenda.

copyright

Creative Commons

Creative Commons is a way the creator of the image can allow its use under certain conditions. These conditions are generally to do with attribution (declaring the creator of the image), modification (whether you use the image in its original form or alter it), and whether the use is commercial or non-commercial.

Just a quick note – your business Facebook page should generally be considered commercial use.

There are loads of great ways to find Creative Commons images:

copyright

 

Images found under Creative Commons will not always be of good quality and attribution may not always be the most desirable.

Public Domain

Some images fall into the Public Domain, meaning they have been released to be used by the creator, the copyright holder has died or copyright is unable to be established. This is often the case with historical photos. Photos and images that have been released into the Public Domain is where we spend most of our image searching time and recommend you do too!

All content curators have their favourite Public Domain sites to find these images and our current favourite is Pixabay.com simply for the searchability and range of images available. We are going to give you a nice long list at the bottom of this post that we have been curating for some time with a lot of excellent options, because basically we really like you and we want to help!

Create Your Own

Of course, sometimes no matter how hard you search you will need to create your own images, or at the very least – enhance the ones you have been provided. We feel you shudder, don’t worry! You do NOT have to be a designer to do this. There are a few really great image creation tools if, like us, you are not fluent in Photoshop.

copyright

Our absolute favourite right now is Canva¬†and we’ll tell you why – it’s super easy to use, has loads of free icons, backgrounds, fonts etc and can really enhance your content and so quickly.

Simply watermarking an image takes a mere second and creating an infographic won’t take valuable days – PLUS they have templates so you don’t have to remember all the specific sizes for each social media platform – very handy.

Pay

Obviously if your budget allows it you can buy stock images. There are a few places but the most popular are Shutterstock and Getty Images.

copyright

Sharing

If you have your heart set on an image and you know you aren’t going to be able to use it in your works – consider sharing it from the original source. Many websites have images sharing functionality for you to¬†share images to your social platforms, allowing you to add your own comment. If this is not the case try the creators’ social media accounts. If they have posted the image to say, Facebook, you can share that to your own page with your own comment. Bear in mind that their original text will also appear under the image too.

Sharing is a great way to be social with your community and we recommend sharing content from other accounts anyway – plus you get to use the image without fear!

To recap – check out where your images come from and be mindful of the need to attribute the original creator. Here’s an awesome flow chart from the legends at Lifehacker¬†to help you!

copyright

We hope we have given some clarity to the use of images for social media.

We never want you to have to take down your content because you were ordered to do so by the original creator, or upset any artists by accidentally using their work without their permission.

We’d love your feedback! Leave us a comment or drop by our social media channels – and sharing is caring, feel free to share this with someone you think might get something out of it.

 

Our List of Public Domain or Image Creation/Alteration Sites

Download the full list of free image sites we’ve collected HERE for free!

We recommend finding your favourites and bookmarking them in a folder for easy use ūüôā

Also you can sign up to sites like Death to Stock Photo and receive a new set of great photos to your inbox every month.

Let us know your favourites!

Or sign up to receive our newsletter for any updates and tips we find that might be useful, we never spam.



Related Articles:

Social Media Examiner

Ultimate Guide to Copyright