Sunday, December 4, 2016

Social Media Hacks: Secret to Instagram Success

Facebook and Instagram are two of the top 10 social media platforms in the world. Facebok has over 1 billion users while Instagram has about 500 million with statistics increasing show that Instagram is fast becoming the preferred platforms for millennials.
 
Similar to Facebook, unless you are a major celebrity, success on Instagram takes time, effort and knowledge. One of the keys to Instagram success is knowing what to post and the hashtags to use.
 
secret to instagram success
 
At the heart of your Instagram campaign will be your choice of hashtags. To build a following, you must have a core series of hashtags followed by some periphery hashtags. Using this combination will enable you to engage your core group of followers while enlarging your reach. Shown in the diagram above, is a typical Instagram content matrix for a Singapore Fashion Instagrammer.
 
The core hashtags would be in the categories of Singapore, International and the selected Niche. It is important that the Instagrammer keep this core consistent so as to build the Instagrammer's brand. With the literally millions of Instagrammers, having a strong brand is necessary to keep and grow a loyal following.
 
Besides having a core, it is also important to reach out to as many potential followers as possible. Thus, the Instagram content matrix should also include recently trending topics in Singapore. The most effective would be to tap on major sporting events (if it is related to your niche) and the major religious holidays. As people will search these trending hashtags, using them will go a long way in enlarging your reach. Expanding on this would be contents related to your niche. Similar to the use of trending topics, niche related events or developments reach out to your desired followers. Hashtagging or posting related contents will also enlarge your reach.
 
The final type of content in your Instagram content matrix would be what we term IG Favorites. Statistics show that users of Instagram respond positively to pictures of scenery, cats. motivational quotes and food. Sharing these contents will thus enhance engagement with your followers while breaking some of the monotony.
 
In short, everyone can be an Instagram success. All it takes is to know what to share and the hashtags to use. We trust that this short tutorial on having an Instagram content matrix will help and guide you in your journey to be a social media influencer.

Tuesday, November 22, 2016

Social Media: Why Negative Online Comments Must Always be Refuted

In managing social media, many companies often adopt the approach of not responding to negative online mentions as they believe that it will fade over time. While this approach will deny the comments of additional attention, unfortunately the damage to the organization's brand and reputation will not fade.
 
During the Second World War, Psychologist Carl Howland studied the impact of propaganda films on soldiers. What the study found was that while there was no noticeable change to the soldiers' attitude immediately after viewing the film, noticeable changes were identified 9 weeks later. Carl Howland concluded that this was due to psychological effect where the source of the argument fades faster than the arguments in the memories of the soldiers. This phenomenon is termed the sleeper effect.
 
The sleeper effect is further validated in election campaigns around the world where negative campaigning continues to shape election results. Even if the source of the negative information is included in the collateral as dictated by law, it does not have an effect on voters. Similar to what happened with the soldiers in WW2, the source will be forgotten but not the content. Ironically, even if the arguments are discredited outright by the fact that it is being promoted by the opposing candidate, the fact that the source is more readily forgotten, the message will still ring true in the voters' ear.
 
Extrapolating from this, it is therefore imperative that organization's vigorously defend themselves against any and all negative online mentions. As shown, ignoring the mention, will not mitigate its negative effect on the organization's brand and reputation.
 
 
dealing with online trolls
 

Friday, November 11, 2016

Social Media Management Service ... Social Media looks easy, but is not!

While using social media to boost your company's business looks easy, it is not ...

The recent hoo-ha over The Western Co. poor attitude, service and sarcastic responses to online criticisms once again highlights the danger that lurks behind the use of social media by businesses. Given the vocal nature of dissatisfied customers and the amplification effect of social media, simple misunderstandings can snowball into a crisis which could ultimately trigger the demise of the business.

social media crisis singapore

Today in Singapore, many businesses adopt the DIY approach for their social media management with the intent of saving money. What these business owners do not realize is that they are being penny-wise but pound foolish. This is because a social media management company will not only more effectively help boost business via quality contents and the use of influencers, but they will also be in a position to step-in to assist in the management of negative online mentions. In the case of The Western Co., we believe that the hoo-has was totally unnecessary and could have been easily avoided with timely intervention and a sound crisis communications strategy.

One major mistake that The Western Co. did that exacerbated the crisis was to address customer unhappiness online. Even though this might seem like the logical approach, dealing with unhappiness is best done offline where egos are not on display for all to see. What The Western Co. should have done was to acknowledge the customer's unhappiness, offer an apology (and perhaps also reiterate their customer service policy) and then request for the customer's contact for a face-to-face meeting. In our experience, in all but a few of such cases, the issue is settled amicably and the unhappy customer is won over and turned into an online advocate.

Depending on the business' exact requirement, engaging a Social Media Management company will cost in the region of $500 per month. In our experience, this will more than pay for itself in terms of increased sales plus having the added "insurance" that lapses in customer service will not turn into a crisis.

As we always say .... "everybody knows social media. But not everybody know social media."