Making your Pictures Professional: Using Instagram to Brand

Most of us know or use Instagram to post our personal pictures, but how do we still act like ourselves, while promoting our business or branding. Even companies have had been challenged to use their Instagram for their benefits. According to a business insider article titled These 20 Brands Have Mastered the Use of Instagram they describe the struggle of companies matching viewers wants to their photos. They describe that “When it comes to Instagram, followers want to see behind-the-scenes images from their favorite companies that they wouldn’t normally be able to through traditional media.”

But some companies have really created their brand through their photos on Instagram. One person who I think did this especially effectively is Kiel James Patrick. He, and his now fiancé Sarah, created their brand only using social media. They are a New England brand of accessories including bracelets, belts, apparel, and other accessories. Kiel James Patrick, also called KJP, started designing clothing back in high school and eventually his passion became his business.

Today he has 240 thousand Instagram followers. KJP posts everyday on Instagram, many days more than one time. He uses these personal posts to create a brand for his business. His posts are extremely engaging because they are not outwardly trying to sell their products, but instead creating their brand.

KJP posts “New- England Style” photos that create the preppy and upper class brand, which correlates with his company. For example KJP posts Instagram photos like this,

This is not trying to sell their product, but rather create this preppy brand, which attracts and interests their target clients. He will commonly post photos similar to this of his clothing or his closet at home, which would attract their clients. This, on top of creating their brand, also gives you peeks into the wardrobe of Kiel, giving you a “backstage connection” to him. Likewise he posts photos related to his life and his fiancé. These pictures, like the one below, are attractive for the clientele, and also give insight to his life. As a “celebrity” image, people enjoy a sneak peek into their lives.

What you can`t see is this photo has over 14 thousand likes, for a simple shirt with a note. This gives viewers an inside look into their lives, something that all really connects with them. At other times, Kiel clearly makes posts that’s are in order to sell his products. The post below is an example of this. He will post himself and his employees wearing their products in day-to-day life. Sometimes it is clear that they are showing their own products, but other times it is not as clear. When it is not as clear, it makes the viewer think they are passionate about their own products, causing the consumer to feel more likely to feel attached to the product. Kiel creates a image of himself that make people attach themselves to him, ultimately attaching themselves to the brand. The first photo below is a clear photo showing the product, the second is a less obvious image. Most photos on the site are les obvious .

KJP also uses intricate videos to capture their viewers. I recommend checking out their Instagram for more examples.

For other references, a Business Insider article titled “These 20 Brands Have Mastered The Use Of Instagram” have given you a few of the best companies Instagrams for view.

1. Intel
2. Virgin America
3. Bonobos
4. Taco Bell
5. American Express
6. Vevo
7. Warby Parker
8. Macys
9. Brooklyn Nets
10. Sharpie
11. Target Style
12. L.A. Clippers
13. General Electric
14. NFL
15. Playboy
16. Adidas
17. Free People
18. Red Bull
19. Burberry
20. Starbucks

http://www.businessinsider.com/these-20-brands-have-mastered-the-use-of-instagram-2013-1?op=1#ixzz3SuAZRElQ”

Another article from wish pond talks about different ways that a company can engage with its customers. These 10 tips give you both effective and unique ways companies can use their Instagrams to successfully use their accounts.

The ten steps are:

1. Show Your Products
2. Show the process of how your product is made.
3. Go Behind the Scenes.
4. Show What Your Products Can Do
5. Make your followers feel special
6. Show Your Office
7. Take Us With You
8. Introduce Your Employees
9. Share Celebrity Sightings
10. Share the Cuteness

http://corp.wishpond.com/instagram-marketing-resources-for-businesses/10-creative-ways-to-use-instagram-for-business/

As time has gone on, Facebook and Twitter have become obvious platforms for businesses. It is no longer enough for companies to be only on Twitter and Facebook, but if used properly Instagram can become a large help to companies from small companies to food chains. I think as time goes on the use of Instagram will become increasingly important and relevant for businesses.

Becoming The Spider: A Wildling’s Guide to Networking

Picture yourself post graduation. You returned the U-Haul after unloading your things from your Oakland apartment and you have this shiny new degree BUT NO ONE KNOWS WHO YOU ARE.

You may have gotten straight C’s or a 4.0 but your knowledge of the labyrinthine politics of feudal systems and your mastery of how to compose the perfect Yak will get you nowhere if no employers know you exist.

You need to make connections with employers now so that you can feed and house yourself; after all, winter is coming.

This is where networking comes in.

Because most of us are close to entering the job market, I will jump right to the most important information.

• Have a resume. Make sure to keep connected with the people you met through your experiences. Ask your boss if she is willing to be a reference for you.
• Form a rough list of your network contacts. Keep them updated on what you are doing professionally. Expand your web by introducing yourself to guest speakers in lecture.
• Talk to your on-campus career services. This is a great resource for finding alumni who share your interest in conquering the seven kingdoms.
• Create a business card. Disperse to everyone you want to connect with.
• Narrow your career goals. When people ask, have a clear message for what you are looking to do and how you plan to reach your goals.

If you find that you struggle with reaching out to complete strangers, begin by reconnecting with old friends or distant relatives to get more comfortable.

This may seem cliché but be confident in you.

A confident introduction will instill an employer’s confidence in you. If you still do not feel comfortable, “Fake it til’ you make it.” Amy Cuddy gives a great TED talk about how body language shapes who you are. Not only can you change how people perceive you, but by adopting confident body language you can also change your own psychology. Watch Here: http://www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are/transcript?language=en#t-734438

In her experiments, people were asked to adopt two poses. Those in “high power” poses felt more likely to win in a contest and their testosterone (a dominance hormone) increased from their baseline by 20%.

Those who adopted “low-power” poses were less likely to gamble and their testosterone levels decreased by 10%.

Once you’ve mustered up the confidence to introduce yourself, what do you talk about? This may take some time to master. Good thing college is full of opportunities to practice small talk!

• Find an anchor, a common point between you and the person you are speaking with.
• Tell your new contact something about yourself related to the anchor. Nothing too personal but interesting enough that they can ask you questions in return.
• Don’t be afraid to delve a little deeper. Look for your contact’s passion and get them to share it with you.
• Look for how you can help your new contact. Though networking is to your benefit, there is no need to be selfish. Your willingness to help will show your contact that you are genuinely interested in them.

Making people feel important is essential for effective networking and nothing makes people feel better than hearing their own name. DO NOT FORGET IT!

Personally, I struggle with this part. Be it because of the millions of  things running through my head or face-blindness, I always ask someone for their name twice.

Here are some tips I found useful in solidifying face/name recall:

• DO use their name immediately. Your short-term memory is leaky. By using new information as quickly as possible, you hustle it through to your long-term vaults.
• DON’T get caught up in the routine of meeting people. Many people struggle with remembering names because of the “next in line” effect. We are so worried about saying the right thing that we forget to actually pay attention when others are speaking. Don’t let your brain go on autopilot!
• DO make associations. Create alliterative phrases to make sure you remember your new contact’s name. The Lannister Lion is catchy and easy to picture.
• DO make note of distinctive physical features. Try and be discreet, you don’t want to come across as creepy.

Now that you’ve incorporated this person into your web, keep them there!

It’s important to follow up with your new contact. Hand them your contact information (a business card works nicely here) and find a way to stay in touch. Keep up to date with their lives and  send them a birthday wish. Little acts will remind them that you care and it will keep them from forgetting you.

Best of Luck!

My little birds will have their eyes on you.

-Rachel Butch

Sources:

http://www.ted.com/talks/amy_cuddy_your_body_language_shapes_who_you_are/transcript?language=en#t-734438

http://www.wikihow.com/Network

http://www.nytimes.com/ref/open/finance/OPEN-NETWORK-EFFECTIVELY.html

http://www.quintcareers.com/networking_timetable.html

http://www.wikihow.com/Remember-a-Person%27s-Name

Images:

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http://www.independent.co.uk/incoming/article9144871.ece/alternates/w460/rexfeatures_445694k.jpg

http://www.margaretpage.com/wp-content/uploads/2013/10/bigstock-Young-Professional-Working-Wom-29788.jpg

25.media.tumblr.com/tumblr_m8xdxxmWxM1qcp2qro3_250.gif

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How to Beg People to Hire You, With Class: Crushing the Job Fair

Last year, a good friend of mine graduated from Pitt with a neuroscience degree and no idea what he wanted to do.

By January, when he was ready, he applied for two jobs through UPMC. Prior to this, he had never made a resume, gone to a networking event, or created a LinkedIn. His only internship-related experience was a stint in a lab that he’d gotten through his friend.

He got interviews at both places. He was offered both jobs.

Unfortunately, most people applying for jobs in 2015 aren’t as #blessed. I, like many of you, am just about to finish up my senior year without any concrete plans after graduation. I’m finding out very quickly that applying for jobs can be a time-consuming, stressful, occasionally confusing process.

BUT, Pitt is on our side! To make this very scary time a little easier, they hold two career fairs each year: one in the fall, one in the spring.

After the fall’s career fair, I was wary. It was largely targeted toward STEM majors (science, technology, engineering, math), and the extent of my ~ ScIeNcE ~ knowledge begins and ends with the years of my life that have been spent in bed with Walter White. Day one of the fair was similar, seeking primarily technical majors. Day two, however, was targeted to the considerably more familiar “liberal arts, social science, and business” majors.

Now (spoilers!), just because I knew that the job fair was happening wasn’t enough to actually get me a job. I’ve done several interviews before, and I talk with prospective students every week at my on-campus job. But walking up to a table of real, live professionals and interviewing them while they judge me with their eyeballs? I felt lost. So, like any self-respecting aspiring young professional, I turned to Google.

The Basics: Things That You Should Definitely, Indisputably Not Forget To Do At A Job Fair:

Dress professionally! Look good, feel good.

Look up the list of companies before you go. The coordinators of any job fair will offer a description of each company that has registered for the event, as well as the types of majors they’re looking to recruit. Do your research like you would if you were attending Firefly: circle the employers you want to visit and brush up on the logistics of their organization.

Bring LOTS of resumes. Ideally, have an idea of how many companies you’d like to speak to and print out the corresponding number of resumes. Print out a few extra copies in case an unexpected one catches your eye, be it one that you’ve never heard of or missed upon first investigation.

DON’T ASK ABOUT THE WEATHER—FINDING THE RIGHT QUESTIONS

Even if you’ve done your research, finding the right questions can be difficult when you only have a few minutes to make a lasting impression. And remember: Don’t ask anything that can easily be found online or on the table. (I once asked what majors they were looking to hire while standing in front of a large poster that explicitly stated those majors. She just pointed.)

According to Quintessential Careers, there are three types of questions you can ask at a job fair:

Strategic comeback questions are designed to let the job-seeker (you) respond to the recruiter’s answer by describing how you will both fit in and excel at that company.

• What kinds of skills and experience do you look for in the employees you hire?
• Are graduate degrees important to advancing within your organization? Which ones?

Strategic planning questions give you more information about a company’s hiring process:

• What kind of entry-level positions (or internships) exist within your organization?

• Does your company hire on a continual basis or at certain times of the year?

Key company information questions give you crucial insider information necessary to deciding if the company will vibe with you:

• Are there specific career tracks within the organization? What can a typical employee hired in your division expect to be doing 2, 5, or 10 years after hiring?

• Do you expect your employees to relocate? How much travel is involved?

Finally, unless the recruiter is an alum at your university or you know them very well, don’t waste time with questions like: “how long have you been with the company?” Personal questions about the recruiter’s experience are a little like asking the perfume-spraying lady in Macy’s what her favorite scent is.

Remember: unlike interviews, job fairs offer a chance to ask real questions to prospective employers and find out exactly which companies offer a great fit for you.

Links: http://www.quintcareers.com/career_fair_questions.html https://www.google.com/search?q=look+good+gif&es_sm=93&source=lnms&tbm=isch&sa=X&ei=FM_sVNaYGYqXNsSSgJgD&ved=0CAgQ_AUoAQ&biw=1366&bih=624#imgdii=_&imgrc=ZrYm6FGm3dLNKM%253A%3BIgiLs_pLiczbPM%3Bhttp%253A%252F%252F38.media.tumblr.com%252Ftumblr_m5bgmoAVBW1ry10fwo1_500.gif%3Bhttp%253A%252F%252Freactionsimages.tumblr.com%252Fpost%252F24699498889%3B500%3B281 https://www.google.com/search?q=abby+lee+annoyed&es_sm=93&source=lnms&tbm=isch&sa=X&ei=MM_sVIWaI4i6ggTj0oH4CA&ved=0CAgQ_AUoAQ&biw=1366&bih=624#imgdii=_&imgrc=aNKgY-6X_hLZNM%253A%3B3nDPqi8xNIMLaM%3Bhttp%253A%252F%252Fmedia.tumblr.com%252Ffeafe5619c1946996c37d7e7a48de70d%252Ftumblr_inline_mj93iotrJ01qz4rgp.gif%3Bhttp%253A%252F%252Fdancemomsdrama.tumblr.com%252F%3B400%3B225

Twitter and New Journalism

Twitter has become the place where I get almost all my news. It gets delivered to you fast and the format of the platform allows you be constantly updated. Here is where a shift is occurring regarding how journalism is both crafted and distributed to the public. Print journalism is dying and more news outlets are making their stories digitalized and shorter to address a more on-the-go society. While there are certainly plenty of perks to this quick information, there are also setbacks regarding credibility and the quality of reporting.

In a journal article called, “Normalizing Twitter: Journalism Practice in an Emerging Communication Space,” they analyzed over 22,000 tweets from the top 500 followed journalists and found a new open dialogue starting to emerge. They found that on Twitter journalists more freely express their opinions, which contest the journalistic norm of objectivity. While also rebelling against some of the typical practices of hard journalism, they’ve also adopted some norms that are specific to these forms of microblogging. For instance, journalists using Twitter are more likely to provide accountability and transparency regarding how they conduct their work.

Where Twitter has truly revolutionized the journalism world is how it now interacts with user-generated content. Journalists within this top 500 would often share the thoughts and engage in conversation with civilian accounts. This dialogue that Twitter creates gives these consumers of the news a chance to deepen their understanding of events with this interaction. This open communication helps citizens be more involved, while giving journalists an idea for what type of audience they’re are writing, or tweeting for.

Because of this limitless amount of content found on Twitter, journalists are also beginning to relinquish their roles as gatekeepers. No longer are they the all-powerful deciders of what is and isn’t news, handing that responsibility over to the people. In fact, Twitter even offers the space for citizens to become journalists themselves. All that is really needed to break a story in this age is an iPhone. We particularly saw citizens making it their duty to inform the public during the Ferguson protests.

gigaom.com

gigaom.com

Users were updated on the developing situations instantaneously and because these were just regular people they were more approachable for conversations. With citizens dictating how this story unfolded, users were able to get a better sense of the human and emotional impact of the situation. Thousands of voices were able to add their experiences or opinions and really showed the effect these events had on a community as a whole.

However, the emotional side of a story that Twitter presents can have negative repercussions. A recent article from The New Republic provided an example of this. A controversy was created when Ester Bloom, associate editor of The Billfold, wrote a piece about Daily Show correspondent Jessica Williams’s thoughts that she wasn’t qualified to take over for Jon Stewart. Basically, people claimed that Bloom was projecting her own opinions onto Williams unfairly.

The New Republic

The New Republic

The New Republic

This is the problem that this new journalism is facing. Since speed to publish is becoming more the primary focus, research and factchecking are starting to suffer. Rather than interviewing Williams about her actual thoughts about this issue, Bloom made an argument based on what she imagined someone was thinking. The author of this The New Republic article, Phoebe Maltz Bovy, refers to this phenomenon as “feelings journalism.” At the same time, the “viral shaming” of Bloom that followed also did not contribute to an open and accepting sharing of ideas. The backlash distracted from the issues and hid those valuable conversations that usually exist on Twitter regarding these types of topics.

I think that Twitter has a lot of potential to take us into a new wave of journalism that is fast and interactive. However, there are still some qualities of old fashioned news that we must keep like accurate and fair reporting.

Sources: 

Lasorsa, D.L., Lewis, S.C., & Holton, A. (2012). Normalizing Twitter: Journalism Practice in an Emerging Communication Space. Journalism Studies, 13(1), 19-36.

Bovy, Phoebe Maltz. “The Rise of Feelings Journalism.” The New Republic. 19 Feb. 2015. Web. 19 Feb. 2015.

Don’t Be a Square: An Unconventional and Creative Way to Use Social Media for Businesses

As a business today, it’s not enough to simple have a Facebook, Twitter, or Instagram – and it’s not even enough to update it regularly. There are tens of millions of business pages on Facebook, and every day we are confronted with countless advertisements. What would make us want to investigate the social media page of one company over another? In order to peak a user’s interest amidst the saturation of online advertising, companies must get creative.

One way in which companies generate consumer interest is through online hide-and-go-seek games. In a nutshell, companies “hide” an icon somewhere on one of their social media pages and challenge users to find it. Sometimes a company rewards the first user to find the icon with a gift card, while others enter each user who successfully finds it in a drawing for a t-shirt.

(Photo Cred: http://www.leadformix.com/short-takes/unusual-social-media-approaches.html)

Last year, SmartBear (a software company) launched their own version of the online Easter egg hunt. Users were encouraged to navigate the company’s website to find developer Dain Nilsson. Once they clicked on him, a Twitter box would appear, prompting the user to tweet using @SmartBear and #Dain. Everyone who tweeted was entered to win a t-shirt. The Twitter campaign proved highly successful, doubling the mentions of @SmartBear.

Scavenger hunts (such as the one launched by SmartBear) are a win-win situation for both the company and the online user. The company gains popularity, and extends their online reach. Increased reach equates to more potential clients. Clients ultimately generate revenue for the company, and the big executive is happy.

On the other hand, the user receives a free prize. The quick, fun game which required relatively little effort on the part of the user, suddenly becomes a tangible item. And let’s face it, who doesn’t like free stuff? As I like to say, “If it’s free, it’s for me!”

 

(Photo Cred: http://fudgeandfitness.weebly.com/freebies.html)

This type of approach to advertising proves significantly more effective for two reasons. First and foremost, Facebook and Twitter monitor and remove posts they deem to be overly-promotional. If a post is removed, the company unnecessarily spent time on an advertisement that no one ever saw – and in the world of business, time is money.

Second, users respond more positively to an engaging and interactive activity compared to a pushy, shameless plug. I know I get annoyed every time I have to choose “Skip Ad” to advance to the site that I initially clicked on. I think we respond more favorably to the hide-and-go-seek efforts because it gives the company a personality. People like other people with whom they can form a connection. Individuals have a noticeably harder time connecting with big businesses.

As technology progresses, it will be interesting to see how businesses break the traditional mold of social media. Will businesses continue trying to engage the online user? What will that look like in 1 year? How about in 5? The possibilities are endless.

Source:

http://www.leadformix.com/short-takes/unusual-social-media-approaches.html

The Infographic Resume

As millennials rising in the workplace, we are all looking for new and innovative ways to catch the attention of a potential employer. A visual, or infographic, resume could provide new opportunities for applicants to showcase and highlight their most relevant and impressive skills.Recruiters spend an average of 80% of their time looking at six data points: name, current title and company, previous title and company, current start and end dates, previous start and end dates, and education. Which means you want to make these elements stand out!

What is an infographic resume:

“Infographic — An infographic takes a large amount of information in text or numerical form and then condenses it into a combination of images and text, allowing viewers to quickly grasp the essential insights the data contains.” – Techopedia

You’ll notice the goal, then, of an infographic is similar to that of a resume — for viewers to grasp the essential insights and data you’re attempting to showcase (that is, what makes you the best candidate for this position). A lot of times employers look at so many resumes when considering applicants for one position that they end up glossing over your qualifications without proper analyzing.

Benefits to an infographic resume:

1. Stand out from the Crowd:

(Image from: http://blog.biginterview.netdna-cdn.com/blog/wp-content/uploads/BryanLovgrenResume1.jpg?c92c47)

One can quickly gather where Bryan has lived and studied and when, as well as his interests. If these qualities appeal to an employer it is likely Bryan will be asked for an interview so he can elaborate on how these skills translate as beneficial for his potential employer.

2. Show off your Creativity and Talents

Companies are always looking for the next big thing and for someone who solves problems differently. Demonstrate what it is that makes you unique and essential, as well as useful past experiences.

(Image from: http://mashable.com/2011/05/20/social-media-resumes/#146356-Add-Personality-to-Your-Print-Resume)

3. Tailor your Resume to the Job you’re Applying for

This is especially crucial when applying for a job that integrates the use of visuals. In this way an infographic resume can act as your interview before the interview. Make your marketing, writing, and design expertise your first impression.

Here is the difference infographics make in Senior Director of Corporate Marketing Gregor Perotto’s resume:

(image from: http://biginterview.com/blog/2013/06/infographic-resumes.html)

4. Emphasis

A visual resume allows you to take control of telling your story and emphasize your most relevant and impressive characteristics. Infographic resumes have a virtually unlimited amount of formatting options. THIS MEANS YOU HAVE NO LIMITS!

5. Networking

When people see a well-done visual resume they want to pass it along, it’s a conversation starter. Furthermore, professionals are beginning to use infographics to create an online brand/biography. Once they complete their online bio, many add the link to their more traditional resume.

Vizify (recently bought by Yahoo!) is an online bio creating platform. Check it out here: https://www.vizify.com/yahoo#what

The Cons:

1. Not every profession will be welcome or be open to pictures of your hamster. Do not attach said picture to your medical school applications. In this way, the infographic resume is not ideal for every job application, but is more appropriate design/marketing/visually inclined professions. Many managers are also familiar with the systematic way they know how to quickly scan and characterize a resume and do not want to change this.
2. Infographics are Hard. Creating a digital resume is not easy and a poorly done one can make a bad impression that says you don’t know what you’re doing and you don’t care how it looks.

Not to worry, an infographic resume doesn’t have to be an all or nothing ultimatum. If you’re worried about the risks or of a potential employer’s reaction to your infographics you still have options: try a combination approach or make it visually compelling while not going over the top with graphics.

Here are some examples: (Image from: http://mashable.com/2013/03/02/resume-design/)

Some ideas to get started:

1. Include a timeline, especially if it will show growth of your job and field experiences.
2. Section of quotes and references to highlight them,
3. Include a professional, flattering, LinkedIn-esque photo.
4. Use a headline and brief summary of yourself (in place of an objective). (Ex: Perotto’s says: “I’m a storyteller. Comms strategist. Brand ambassador. World traveler.”)
5. Show your strengths using statistics — years of education, successful projects (percentage of which you were the leader?), etc.
6. Display the logos of top companies you worked for.
7. Find a unique way to display your skills. (Many people like the tag cloud idea.)
8. 4. Re-vu – Re-vu is another tool that creates a visual resume in a few easy steps.
9. 5. Infogr.am – This tool allows non-designers to quickly generate infographics from any data (for a resume or any other purpose).

Testimonials:

1. “What I’ve noticed through my network is that more and more marketing/adverting/sales professionals are creating hybrid resumes like mine. First part infographic, second part (work history) traditional. This seems to capture the attention of HR while allowing them to read through the resume like a traditional one.”– Anton Dobrosevic, senior marketing manager.

2. “A digital resume gives you so much more freedom and creative flexibility to tell your story,” says Perotto of DocuSign. “You can take your experiences and make them visually appealing and unique to you through graphics.”

3. “The infographic resume is also a great way to show your creativity, design sensibility, and personality,” says recruiter Lauren Ferrara.

4. “I’ve had people tell me they almost hired me on the spot because of my creative resume,” says Lovgren, Digital Marketing Manager for Skyrocket Media. “I created it to inject more of my personality and make my experience more consumable by recruiters and hiring agencies.”

Works Cited

Fankhauser, Dani. “Can Beautiful Design Make Your Resume Stand Out?” Mashable. Web. 19 Feb. 2015. <http://mashable.com/2013/03/02/resume-design/>.

Hernandez, Brian. “10 Creative Social Media Resumes To Learn From.” Mashable. Web. 19 Feb. 2015. <http://mashable.com/2011/05/20/social-media-resumes/#146356-Add-Personality-to-Your-Print-Resume>.

“Pinterest.” Pinterest. Web. 19 Feb. 2015. <https://www.pinterest.com/search/pins/?q=visual resumes&term_meta[]=visual|typed&term_meta[]=resumes|typed>.

“Pros and Cons of Visual Resumes and Traditional Resumes.” Difference between Visual Resume and Traditional Resume. 1 Jan. 2014. Web. 19 Feb. 2015. <http://blogote.com/difference-visual-resume-traditional-resume/>.

Skillings, Pamela. “The Ultimate Guide to Infographic Resumes.” Big Interview. 18 June 2013. Web. 19 Feb. 2015. <http://biginterview.com/blog/2013/06/infographic-resumes.html&gt;.

Taylor Thomas

Are Analytics Becoming Personal?

Last week I received an email from Twitter. (This is not very surprising because I get a twitter email almost every day) I quickly scanned it, and noticed it was titled “Your week in review.”

As you can see in the picture above, the email included the number of views, retweets, favorites, and link visits. Most of this information can be found on your Twitter page, but the most interesting part was the “number of views” and “link visits.” I have never seen Twitter distribute such specific information about my tweets.

I read some blogs and found a lot of people were receiving these emails. Twitter creators want to engage users by facilitating better interactions. By sending users information about popular tweets and number of views, they hope Twitter interactions will yield more connections.

It certainly got me interested. If it is that easy to find this information, what else is available? I Google searched twitter analytics, afraid my confusion would only increase (what are analytics anyway?)

This is what I found on analytics.twitter.com:

Woah. Graphs, lists, and percentages flashed in my face. That was way too easy.

All of the information about my followers was nicely displayed with no effort. I found the male to female ratio, state origins, percentages of common interests, and a fantastic graph of followers from the creation of my page to the present.

The website also displays information about your account’s tweets. A month after logging on to twitter analytics, a graph of your tweets will appear with the number of impressions, engagements and engagement rates. Impressions are the number of time users saw your tweet. Engagements include the number of times a user interacted with a tweet such as retweets, replies, follows, favorites, or clicks anywhere on the tweet. The number of engagements divided by the number of impressions is the engagement rate.

Twitter made its analytics really easy, but could it be done for other social media platforms? I decided to try Pinterest analytics next. It was a little more complicated but still fairly easy.

The first step to receive data from Pinterest is to obtain a “business Pinterest.” You can either convert your personal page or create a new account.

1. Go to business,pinterest.com
2. Click either “create account” or “convert.” (I converted my personal profile and did not notice a difference in my page.)
3. Answer the three questions about the type of business (I chose “other”)

Next, find your analytics!

1. Login to the previously created account
2. Click your name in the right-hand corner, the tool symbol and then “analytics”

Now you are ready to analyze! The “profile” section contains pins people liked the most, the ability to sort people by their devices, and impressions (the number of times one of your pins appeared on the home feed, a category feed, or on a search feed). In the “audience” section you can find the demographics of those who interacted with your pins.

With all this information at your disposal, will you use analytics for your personal profiles?

We all have an interest in social media and how to facilitate connections through different platforms in the professional world. But does the common person want to go behind the curtain of social media and analyze their personal connections? People may decide to come over to the business side of social media platforms and use borderline creepy information to facilitate better connections. In the future, analytics may not just be American Eagle trying to sell us a pair of jeans similar to a pair we just pinned; a stay at home mom could use analytics to find that perfect diy project to attract other stay at home moms.

Search Engine Optimization

Essentially, Search Engine Optimization (SEO) determines how website behaviors impact search engine results. When certain words and phrases are searched knowing SEO will help improve your sites ranking in the search results. For businesses that don’t want to pay for their sites to appear first (paid results) using SEO will boost the site visibility in organic or unpaid results. This post will discuss the theory behind SEO and then recommend different strategies to improve a site’s optimization or its visibility.

According to Michael Martinez, president of a web marketing and consulting company, SEO has four laws:

1. For every searchable ecosystem, there are three sets of arbitrary criteria that determine the outcome of any search operation.
2. The result of any search function is determined by the inseparable union of the three perspectives.
3. Search engines seek or tend towards optimum use.
4. A search ecosystem transits through states of diminishing conflict towards perfect agreement.

At first these laws seem like a bunch of nonsense, but essentially what you need to know is that there are three perspectives to what Martinez calls the “Searchable Web Ecosystem”. Any of the three members or perspectives, Publishers, Indexers, and Searchers, can influence the content, quality, and outcome of search engine results.

We can master SEO by understanding the algorithm search engines use to sort through all of the different webpages that exist. The algorithm focuses on five different aspects of websites: words, title, links, words in links, and reputation. The algorithm analyzes the words and title of your site and connects with similar search queries. Search engines use the official title or the coded title of your page and not the public title. Links help with optimization by driving traffic to your site because they usually exist as a recommendation. Search engines notice when other sites have links to your page so the more links you have to your page the higher your ranking. The algorithm also uses words in links to connect pages with search queries. For example, linking the word “Pittsburgh” on a website will contribute to the site appearing when a search query includes that word. A site with a good reputation will have a higher ranking. To have a good reputation a site needs new and engaging content regularly.

Social media is essential to improving a sites SEO because it functions to promote content. In her article for HootSuite, Kristina Cisnero describes five ways that social media contributes to optimization:

1. Search engines use Twitter stats to organize sites. For example, Google uses content from Twitter that generated a lot of traction when indexing all of the new content that appears hourly online.
2. Just as links to your site that appear on other sites improves your SEO do does social sharing. Every time someone shares a link to your site, they contribute to your sites SEO.
3. You can boost your authority and establish credibility for your site with a strong social media presence.
4. Although no one really uses Google+ (check out the infographic to the right), Google loves people who do. Spend some time improving your Google+ page and Google will reward you. 
5. Search engines don’t just focus on keywords on websites anymore. Google is looking at the content you share instead of the number of keywords you can include into a post.

And here’s a fun infographic with tips for improving SEO in 2015:

–Raechelle Landers

How to be Twitterrific

Twitter is a powerful platform in today’s online social community. Professionals use Twitter to share quick updates and connect individually with followers and personal users tweet to have a voice. But what if you’re not an expert at Twitter, like me? Though I’ve had an account for a few years, I’ve yet to reach double digits in my number of tweets. Mostly, I use Twitter to keep up with current events and find articles from sites I find interesting, like Cosmopolitan and National Geographic. However, as I’ve started to use Twitter more for this course and for my job as a Social Media Ambassador with Pitt’s Office of Admissions and Financial Aid, I’m interested in learning how to become an expert tweeter. How do you maximize the 140 character limit? How do you make your tweets favorite-worthy or retweet-able? What makes a tweet stand out among the endless scroll of Twitter? Here’s what I found.

First up: how do you utilize the 140 character tweet limit? You DON’T use all of the characters. According to a Q & A conducted by readwrite, the most readable tweets are short and sweet, adding up to about 100 to 120 characters. Tweets that are maxed out often get skimmed over when users are scrolling through their feeds because they’re too tiring to read amongst the thousands of others. Also, by not using the maximum characters, others can add a few words of their own when retweeting.

Next, how do you make your tweets favorite-worthy or retweet-able, thus upping your chances of more people reading them? The same article by readwrite suggests three things to include in every tweet: (1) an @ mention, (2) a hashtag, and (3) a link. The first two of these elements automatically connect you to a broader audience – that of the person you mention and those who are searching for or following the hashtag. This increases the chance that someone who isn’t your follower will read your tweet. Furthermore, the last element (a link) makes your tweet useful by giving the reader something to do. Where in the tweet you put the link can make a difference too. It was found that putting your link at the one quarter mark of your text increases its click-through rate. Here’s an example of a bad vs. a good tweet:

(Photo Credit: RSA Technologies.in, BinaryNote – see sources)

In the same realm of links, tweets with photos are much more noticeable than those without and consequently more likely to be favorited or retweeted. I mentioned before that one reason I use Twitter, despite my lack of tweeting, is to find interesting articles. The site whose tweets I read most often is Cosmopolitan. Looking at the magazine’s profile, it is a prime example of a Twitter expert. Yes, it’s one the most successful magazines worldwide, but by sticking to the basic elements I listed above, Cosmo makes its tweets sticky. The magazine almost exclusively includes a photo in every tweet and always includes a link or an @ mention too. Furthermore, Cosmo makes a point to retweet not only other businesses and celebrities but its readers as well. Check out the photo below of Cosmopolitan’s Twitter feed or click here to view its profile: https://twitter.com/Cosmopolitan.

(Photo Credit: screenshot)

Quick aside about @ mentions: starting a tweet with @username is a reply, but placing @username anywhere else in a tweet is a mention. Your followers will not see a tweet when you start it with @username, unless they go to that user’s profile. A common trick is to put a period before the @ mention (i.e. “.@username”), so that user and all of your followers see it on their feed.

Lastly, I found a few other tricks to optimize your Twitter and bring you closer to being Twitterrific. First of which, know when to tweet. There are varying perspectives on when exactly is the best time to tweet, and it certainly depends on the audience you are trying to reach. However, in general sources say that tweeting in the early afternoon (around 3pm) generates the most response whether from favoriting, retweeting, or clicking through. In addition, we talked about Google Analytics in our Q & A session with professionals who use social media in their work. Much like Google Analytics, Twitter offers a free look at the analytics of your tweets from the past month. Check it out here: https://analytics.twitter.com/. You can even click on individual tweets and see specific details about that tweet’s analytics. See the image below:

(Photo Credit: SocialTimes – see sources)

There are tons of easy tricks to make your tweets more favorite-worthy and retweet-able. It just takes a little time and planning to become Twitterrific.

---

Sources:

Bennett, Shea. “10 Secret #Twitter Tips, Tricks and Hacks (That You Probably Don’t Know).” SocialTimes. Adweek Network, 13 Oct. 2013. Web. 10 Feb. 2015. <http://www.adweek.com/socialtimes/secret-twitter-tips-hacks-tricks/502273&gt;.

Copeland, Dave. “How To Write Readable – And Retweetable – Tweets.” Readwrite. Wearable World Inc., 09 Mar. 2012. Web. 10 Feb. 2015. <http://readwrite.com/2012/03/08/how_to_write_readable_-_and_retweetable_-_tweets&gt;.

Rakesh. “Problogger Guide to Increase Twitter Followers.” BinaryNote. N.p., 09 Feb. 2015. Web. 10 Feb. 2015. <http://www.binarynote.com/problogger-guide-to-increase-twitter-followers.html&gt;.

Yep, Its More LinkedIn Tips! Hooray!

Ok, I am just going to admit it,  I don’t understand LinkedIn. I mean, I understand the process and the purpose of the site. After class on Tuesday, I definitely understand the “how to” more fully than I did before. However, even after I read that advice I was still unbelievably confused.

I had some questions. Like, How do I make a catching headline? What do I write in a summary and how do I make it good? Should I add my study abroad information in my education? What do I even write under each place I worked for? How do you do any of this from the voice of a student?

During class, in the midst of my confusion, I created a mundane, typical, and overall, just boring profile. It got me thinking: Will this profile really get me hired? Because I, as we all do, will need a job eventually.

http://9gag.com/gag/aZP5zon/when-asked-why-i-want-this-job-during-a-job-interview

I began to really question: How do I make my profile even stand out?

Well, I have searched and found these tips and facts for anyone else who is feeling the mediocrity of their LinkedIn profile. Remember, these are in addition to the tips we received during class.

• Break down the barriers in finding your profile.
  • According to 7 tips to supercharge your academic LinkedIn profile, you should change your privacy settings to only allow people to see what you want them to see.
    • Some posts are just not for everyone.
  • Make sure your profile is set to public so that everyone looking for you can find you.
    • (Go to Privacy Settings —-> Edit your public profile)
•  The headline is the first thing people see. Make it good.
  •  Here comes one of the questions I had: How do you make a good headline as a student? 7 tips to supercharge your academic LinkedIn profile has a great steps toward doing just that:
  • 1. Find the right words to describe yourself
    • They suggest brainstorming a few keywords about yourself and about the job/position you are targeting. The reader should know right away what you are an expert in.
      • This is example they give: “Arianna C’s Headline: “Conceptual Modelling, Facilitation, Research Management, Research Networking and Matching”
    • DO NOT just use the “Name at University X” model. 
      • You know that’s just boring.
  • Be clear and to the point.
    • Do not be wordy. This can appear as if you are trying too hard.
  • Use this formula: 3 keywords and 1 value proposition
    • Take 3 keywords that you think describes yourself and then 1 value you think makes you an expert or where you stand out.
    • Example they give: “Computer scientist with a passion for undergraduate education and experience in conceptual modelling and research management.”
• Write a grabbing summary
  • Don’t just repeat what is already on your profile. Write a narrative!
    • Provide detail about your work and why it matters.
      • I like this quote from the blog: “Make yourself a person, not just another name in a discipline.”
  • Say what you want in your career!
    • Personally, I always felt self-conscious doing this. I never thought I really had the authority but apparently being assertive really helps you stand out.
  • Include some keywords so that you will be found in a quick Google search
• Comment (not just like) on articles specific to the industry you want to work in.
  • This will give some proof that you are passionate about your career or future career.
• Join LinkedIn groups and ask questions to people in your industry.
  • Asking questions makes the passion you have for your career more evident
  • If an employer just so happens to be looking at the LinkedIn group at the time and they see your insightful questions, you will look so good!
• Be specific about your education AND add study abroad information.
  • People actually do want to find out where you studied during your time in school.
  • Employers want to hear the specifics of your education!
    • Be are accurate as you possibly can.
• Add coursework, presentations, websites, and extracurriculars you have done that are relevant.
  • According to Jess Fee, the goal is to be as detailed as possible to paint a complete picture of your professional achievements.
• Add your GPA if it is higher than 3.3 on a 4.0 scale.
  • This goes with being as accurate and detailed about your education I mentioned before.
  • Having a high GPA will just make you look better/smarter in general.
• Use sentences when describing your work experience.
  • That bullet style is out.
  • Employers like to see the sentence structure on your LinkedIn.
• When in doubt, use Alumni Tool
  • This handy dandy tool is on LinkedIn’s site. It allows you to search successful graduates where you can narrow down the options by location and other good stuff. You can use this tool and try to model your LinkedIn after these people.
    

    This is what Alumni Tool looks like on my LinkedIn

So many tips, so little time!

I’m going to leave this post with some facts I found on the Hub website:

• Adding an industry could possibly give you 15 times more profile views
• Member who include their skills get 13 times more profile views
• Some (42%) employers and hiring managers view volunteer work as important as work experience
• A summary of 40 words or more makes you more likely to turn up in a search

I also wanted to give you an update about my own profile, just in case you care.

Here is what I have so far guys. I got that headline and profile picture game going strong.

I also have some connections! Woohoo. I have joined groups as well, nothing of substance to really comment on as of yet. But, who knows what will happen in the future,

Anyway, good Luck everyone! Make that LinkedIn profile amazing. I hope you are this happy after you are done!

http://www.onlinecolleges.net/48-essential-linkedin-tips-your-teachers-wont-tell-you/

Sources:

http://www.thehubcomms.com/10-tips-for-making-your-linkedin-profile-stand-out/article/360029/

http://blog.impactstory.org/7-tips-to-supercharge-your-academic-linkedin-profile/

http://mashable.com/2013/08/12/linkedin-college-students/

https://www.linkedin.com/pulse/10-tips-students-new-grads-linkedin-omar-garriott