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17 Online Connections
Transcript of 17 Online Connections
Things go Wrong
United - Chicago to Louisville 4/9/17
Copyright-free - Creative Common License for images
Consents for participants / work
Expert, celebrity, blogger, reviewer
Federal Trade Commission
2:00-3:00 a.m. tweets earn most clicks
Tweriod gives you a custom report detailing the EXACT times that your followers are online the most.
Lord & Taylor: paid 50 online fashion influencers to post Instagram pictures of themselves wearing a paisley dress from a new clothing line without disclosing that it had given each influencer the dress and financial compensation in exchange for their endorsement.
Overbooked -> needed 4 seats for staff
Federal regulations allow for 4x the ticket price (up to $1,350) -> $800
Invoked rule for involuntary -> short-term savings
More than 6,000 tweets are published per second
Longer posts tend to get more clicks than shorter posts
Retweeted posts contain the word “Please” over 5x as often as normal tweet
Use ploys - numbered lists, ask questions
12-1:00 p.m. local time, for each time zone, is most popular time to tweet -> get lost in the noise
8:00-11:00 p.m. earn most retweets and favorites -> peak at 9:00 p.m. local
9:00 a.m. - 1:00 p.m. fewest clicks
Best time: 6:00-7:00 a.m.
Buffer App lets you select specific times for when your tweets will go out throughout the day, and you can also set how many tweets go out per day (scheduling them ahead of time).
Specific and appeal to people's emotions - call to action
FTC disclosure laws require disclosure so that the potential consumer knows there is some relationship and the recommendation or information could be biased
Online entertainment network Machinima Inc. paid paid two YouTube gaming personalities up to $30,000 to produce videos promoting Xbox One and various games. The videos didn’t reveal that they were essentially ads and purported to be reviews, thus potentially deceiving consumers.
Payless Shoes gave an influencer $1,900 and a $75 gift card to share three blog posts three times on social media platforms of the endorsers choosing.
Source: Bonfire Marketing (https://thinkbonfire.com/blog/social-media-best-practices-infographic/)
Ask people to share your posts directly
Share a variety of content - video and images
Share exclusive content not shared on other networks
New United policy: Passengers will be offered up to $10,000 for giving up their seats
Dr. Dao received financial payout - "amount remain confidential"
Two officers fired and two others suspended
Avoid hashtags (no purpose for engagement or metrics) - visual emphasis only
The ideal video length for Facebook is two minutes or less
Posts 40-80 characters, less than 120
Add an image or video to your post to see up to 2.3 times more engagement
Clickbait or engagement-bait language, like “Share this post,” “Tag 5 friends,” or “Comment with your favorite,” will be penalized in the News Feed
The ideal image size for Facebook posts is 1200 x 900 pixels
Factors to Consider
Identify the Message Goal
Identify the Target Audience
Identify the organization’s social media approach