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LSW #9: Nuts-and-Bolts Advice for Frequency and Content in FB Posts

I have chosen to utilize Facebook as my AC’s tentative primary platform because they already have a FB page, and my report will be focused on how to improve it based on class discussions and material from Orsburn’s text. After researching nuts-and-bolts SM media advice for the frequency of posting and what to post, I have found several interesting and beneficial marketing sites that offer information that I plan on including in my AC report.

According to the site automotivedigitalmarketing.com, writer J.D. Rucker explains the difference between accounts and pages. A person should have an account (one that requires an accepted friend request) and a business should have a page (one that has a “like” button). Rucker also explains that it is against FB’s TOS for a business to have a “real person” account and if caught, the account will be deleted and banned. Rucker then discusses the importance of responding to fan’s wall comments, likes, and dislikes of what the business posts. He states that engagement also requires more than one person. Based on this, I plan on recommending to my AC that the head from each department (if applicable) be given access to the dealership’s FB page and post and respond so that the information and engagement is diversified.

EisnerAmper.com (Accounts and Advisors) also suggest that the dealership post short articles that support its “expert” image. Some example are: how to do a pre-winter self-inspection of your vehicle and why you need to replace your timing belt on time (Inform). This site also suggests posting news on the latest product recalls and customer satisfaction surveys (Inform). Another option is to use FB’s polling function to survey customer’s vehicle and accessory preferences (Interact).

Finally, ActiveEngage.com suggests utilizing FB’s GeoTargeting tool (see picture) in order to deliver relevant content to the regional audience that can benefit most from what the dealership is posting. This site also suggests utilizing FB’s language tool to customize posts based on the dealership’s audience. This is extremely useful and beneficial for reaching the dealership’s customers that have stronger speaking and reading skills in Spanish and Vietnamese.

Word Count: 351

Geotargeting by selecting who can view the post

Selecting who can view the post by location

Academic English and Standard Edited in Fladeboe Honda’s Language

February 24, 2013 Leave a comment

Fladeboe Honda of Irvine is another prominent organization similar to Buena Park Honda. After analyzing the first 20 or so posts, including “likes”, and comments, I have gathered that Fladeboe Honda and Fladeboe Honda’s customers don’t typically use Academic English because the setting (Facebook) isn’t a formal medium that would justify the language’s usage. I think if the same information was being conveyed (fuel efficiency and solar forms of energy) in a more structured and formal setting (like a business meeting or seminar), the tone would lean more towards Academic English, but the medium for this information is social media, and therefore, the business accommodates to the English norms of their respective medium and what they feel their audience will respond best to.

After researching the definition of Standard English and Standard Edited, I found that there is no “concrete definition”, per say, but Fladeboe Honda’s Facebook page contains comments and posts that would relate more to Standard Edited as opposed to Academic English. One of the best descriptions I found that describes Standard Edited states, “Edited American English is the version of our language that has come to be the standard for written public discourse–for newspapers and books and for most of the writing you do in school and on the job” (About.com). With that said, Fladeboe Honda’s language mirrors its customer’s language and both entities aren’t too casual in their wording, but both still fall below the standards of what Academic English consists of.

 

Word Count: 242

Image and Values in an Organization’s SM Presence

February 13, 2013 2 comments

A company similar to Publix is the grocery chain, Winn-Dixie. After reviewing approximately 25 posts and the post’s comments and “likes”, I can tell that the company image is reflective of their ties to the community and their strong focus on marketing. The responses made to the posts are “typical” of what one would find on a company’s page. For instance, when Winn-Dixie promotes their advocacy for “heart health” for women, people respond with positive messages. With such a large emphasis on marketing, the company’s values seem to be tied in with consumer values. For instance, Winn-Dixie promotes their products by tying them in with an upcoming event or holiday. This helps them show an interest in their customers while simultaneously increasing revenue by associating a product with an event (ex: encouraging last-minute Valentine’s Day shoppers to take advantage of their wide selection of gift cards).

Some consumers weren’t happy about their product tie-ins and voiced this through comments. While trying to promote tail-gate food for the Super Bowl, they posted a picture of Tostitos chips. One consumer disagreed with their choice to promote chips and said, “Bad food choice. Eat healthy, even on Super Bowl weekend.” This was posted and commented on February 2, and there still isn’t a response from Winn-Dixie that shows the company values healthy alternatives during game time. This is a good example of a company not “listening in”, because they missed an opportunity to respond to a dissatisfied customer.

While Winn-Dixie’s values are largely geared towards the interests of their customers, I think their lack of response in regards not showcasing healthy foods shows that there is a lack of interaction. If they only talk “at” their customers, they risk missing the opportunity to have a meaningful and ongoing relationship with the people that put money in their pockets.

 

Word count: 313

Acceptable and Unacceptable Conventions of Language in SM

February 10, 2013 1 comment

Some of the acceptable conventions of grammar, mechanics, and punctuation seen in SM are the use of caps lock, HTML code, acronyms, and the marriage of punctuation marks to symbolize emotions and expressions. SM has a very casual approach towards the use of language and almost anything is acceptable. The use these stylistic choices is a reflection of a person’s attitudes and the message they are conveying. Generally speaking, we speak conversationally in the realm of SM because we treat the interactions as though we were face to face with the people we are conveying our message to.

These stylistic choices also depend on the writer, the message, the meaning, the intention, and the platform used. For instance, even though some consider LinkedIn to be SM, it wouldn’t be acceptable to use caps lock, acronyms like “LOL”, and smiley faces because the climate, purpose, and audience of the site is different than that of Facebook or Twitter.

Moreover, what’s appropriate for one entity isn’t appropriate for another. This is because we hold different people to different standards. For example, we would expect to see a wall post by one of our friends ending their sentence with a “ 🙂 “ if they were happy about something. This wouldn’t be as accepted if we saw a similar post by an organization like CNN for instance. If CNN was proud to announce something, they would typically end the sentence with an exclamation point.

The nature and values of an organization based on post volume

February 5, 2013 Leave a comment

According to Michael Brandvold’s article, “How Many Facebook Posts Do You Make Per Day to Your Page?” there are several figures out there to suggest how many posts is considered effective. One study found that 12 posts a day was an adequate figure to reach as many people as possible, while another finding suggested 3-4 on Facebook and 8-10 on Twitter. Another study shown on http://momentusmedia.com/blog/?p=1069 shows that their sample set included 2,144 pages and 4,604 posts on Facebook. According to these numbers, these were an adequate amount of pages and posts to conduct their study to find how many times a day the admins were posting.  Through their research, their found that page admins should be posting more than what they already are in order to get their message across and reach the most amount of people possible.

After reviewing Winn-Dixie’s social media, I have found that they generally post between 2-4 posts per day on Facebook. While this may seem effective in reaching a large number of people in their eyes, I don’t feel like what they are posting and how often they are posting gives me enough information to accurately gauge the nature of their values. For instance, just in the last week their main focus has been on the Super Bowl. This leads me to believe their values cater to was is considered socially popular. The week before that, they seemed to have a large focus on their philanthropic efforts. This leads me to believe that they value giving back to the community. Considering these two completely different values, I would have to say that their values aren’t streamlined, but rather jump around and don’t give me a clear sense in what their company truly stands for. Yet, I don’t think the number of posts would help change my uncertainty. I believe that continuity and quality speak more than volume.

Word count: 314

Authentic Client: Buzz, Trends, and Competitor’s SM Platforms

January 26, 2013 Leave a comment

My authentic client will be the grocery chain, Publix. The first thing that comes to mind when discussing the current tone or buzz in the grocery industry is couponing. And, in some cases extreme couponing! TLC’s hit show, “Extreme Couponers” has lead average, frugal shoppers to do “coupon-roundups” (matching sale prices with coupons to get the item for little to no cost) in order to save as much as 95% on their shopping trip. While the show depicts the most extreme shoppers, it has encouraged many to mimic their strategies and attempt similar successes. As an employee of Publix, I personally revel in the chance to watch the shopper’s grocery bill diminish at the familiar beeping sound of scanned coupons—it’s exhilarating and a fun adrenaline rush. It’s a refined skill that takes many hours of preparation and the rewards are fruitful. Publix has jumped on this trend-train and helped its shoppers with this process by offering its own in-store coupons, which almost always coincide with weekly sales. Additionally, Publix offers online coupons and allows shoppers to create interactive shopping lists based on all these factors in order to maximize their dollar during their weekly shopping trip.

The most common SM platform companies use in the grocery industry is Facebook. The amount of users and interface of Facebook proves to be an obvious choice, but other grocery stores like Winn-Dixie, have also branched out to Twitter (https://twitter.com/WinnDixie), Pinterest (http://pinterest.com/WinnDixieMeals/), and coined hash tags on Instagram (http://followgram.me/tag/winndixie). Seems like Winn-Dixie has been “listening in” a bit more than its competitors!

Word Count: 256

3 Social Media Presentation Options – Group 2

January 22, 2013 Leave a comment

1) Pinterest

2) Twitter

3) Yelp

Categories: Ashley, Mary Tags: , ,