Video Social Media Insight 08: How to use visual elements in the Facebook Timeline

Show what you haven't shown before on your Facebook Timeline for business (Image: arztsamui).

The launch of the Facebook Timeline for businesses has cause one mighty buzz. Gone are the welcome pages (like-gates), the navigation on the left with the customised tabs and the picture gallery on top. But there are new opportunities as well – especially when it comes to visual elements.

Of course there has been some talk about how to use the Cover picture (the big one sort of embracing your profile picture), but I felt that it was mostly legal talk on what you can and what you can’t advertise on there.

That is why I decided to talk about how I feel visual elements could be used in the new Timeline for businesses in a creative way.

How are you (personally and business-wise) using the Timeline visually? (I found a useful infographic which tells you exactly what measurements the visual elements of the Timeline have.)

And: here are a few of my favourite exmamples (American Express (App Tags), U.S. Navy (history part), Tifanny & Co., Dawanda Deutschland, Puma, dm-Drogeriemarkt (e-commerce), Krones (Cover & History & App Tags)) and my personal one.

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Video Social Media Insight 07: Ways to do personal branding on social media

Where ever you interact: put your smile to it. (Image: Ambro)

Having an actual person to talk to rather than just a company logo open up a totally different type of dialogue with your stakeholders.

Many people feel that companies appears to be more approachable, more open and even more authentic when they have “real” people representing them on social media.

Personally, I am a big fan of that. Being able to talk to someone whose name and smile you know makes it more likely that you won’t resort to swear words or other inappropriate means to voice your dislike.

In this weeks video I explain some ways you can do personal branding for your social media efforts and why you should start with that today.

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Video-Interview: Do women fail to rule social networks?

Women may not be dominant on SoMe, but does that mean they're insignificant? (Image: Nutdanai Apikhomboonwaroot)

On a networking event in Jan 2012 I was interviewed by Tanja Gabler about women and how they network. From the answers of my fellow interviewee I gather that frankly I wasn’t too far off with my assumption that women are shy due to social expectations.

In this video interview I talk about how women should transport their passion for any possible subject without thinking about what others think of that.

The video is titled “why women fail to rule social networks”, which I believe a little mis-chosen as women do “rule” Pinterest for example. And while I believe that men might be a bit more pushy about their own “brand”, I feel that female contacts are actually closer and therefore probably more valuable.

I believe that being authentic, passionate and dependable concerning regularity will lead to making your voice heard.

Female networkers out there: what do you think about this and how to you go on about networking and personal branding?

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Video Social Media Insight 06: How companies benefit from transparency

Communication transparently opens up whole new windows to stakeholders. (Image: digitalart)

Many companies are still afraid of putting themselves out there to tackle the transparency that comes with social media and online communications. However, there are many benefits if they face the challenge.

In this week’s Insight I am sharing what I learned about how companies can benefit from communication transparently. Getting a better reputation is of course the over all aim.

But also you can get closer to your stakeholders, you can manage a crisis better, you can spark your innovation processes and so on. More benefits I present in the video below.

In your opinion, what are the benefits of a transparent social media and online communication by companies?

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Video Social Media Insight 05: How to prevent a Social Media crisis

Vorbereitung lässt auch in Krisenzeiten Land sehen. (Image: winnond)

Putting your company or brand out there for the whole Internet-world to see and discuss will lead to a dialogue with your stakeholders – but sometimes that dialog can turn into the unwanted situation of massive negative feedback. 

In this weeks Insight I would therefore like to share what I learned about how to prevent an online/ social media crisis.

This video summarises a few vital points that should help you to keep out of trouble in the first place or when it comes to a crises be prepared to deal with it.

Did you ever have to deal with a crisis situation before? And if so, how did you handle it?

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How to Pinterest & Benefits for companies

Pinterest opens up windows to things you had no idea of.

On social media we share more than mere status updates. We share moments, inspirations, and passions. The new network ‘pinterest’ helps us to put pictures to these.

Even though pics usually trigger more interactions within social media than just texts they were mostly neglected so far. Pinterest is closing this gap.

Officially pinterest is still in a beta-state only accessible via invites, but with four million unique users and a traffic increase of 4000 per cent in the last six months it already is among the top 10 of the social networks.

Pinterest is fascinating because on the one hand it’s the first platform that stages pics and videos as character references. On the other hand it offers a range of options for companies to promote themselves and get some SEO done.

Above all it is refreshingly simple. You can ‘pin’ content from any side via your browser or a mobile app (not for android yet). In the following I am going to describe how it works and how companies can use pinterest for their online reputation management and to generate traffic.


First you request an invite – either directly on or from someone who’s already using it (which might be much quicker).

Once you got the invite you log in – you can do that quickly by using your Facebook or Twitter account.

After logging in several categories are shown to you to pick some you’re interested in. With the help of a search you can alter them and add more later. Now you can start to pin stuff to your ‘boards’.

To do so you can either use content that you found on other websites, upload your own stuff or re-pin other people’s content. When you hover over a pic with your cursor on the top you’ll get show the options ‘repin’, ‘like’ or ‘comment’.

Via your profile (you find it in the upper right corner where your personal pic is) you can manages your boards, pins and likes.

You can install a ‘pin it’ button to your browser which allows you to pin from any website you’re on.

Pinterest for companies

That pinterest has the reputation of being for women planning their weddings, is really not considering the opportunities it offers for companies.

It is true that pinterest’s users are mostly female (which can be considered an advantage as the other social networks have more male users), but that does not mean that only home-deco and dresses work.

Comments do have to be supervised on pinterest, but otherwise it is mostly dominated by push-communication (but of course there are several ways to initiate interactions) as it is about creating a visual self-portait of brands and topics.

That’s why it says “pin what you know and love”. Exceptional, beautiful, funny, peculiar or personal pics are what it takes – not some run-of-the-mill corporate stuff.

There are many opportunities to spark interactions that exceed the pinning. I.e. you could ask users to pin pics that show them with you product. Or you start a little picture puzzle.

The biggest advantages of pinterest for companies are the seo benefits and on the other hand a potential use of it for ecommerce without being too pushy.

SEO and e-commerce through pinterest

Products can easily be promoted here without being pushy.

Those two benefits are connected by how pinterest works. Pinned content automatically generates a backlink to the sources it was pinned from. Which means that the picture of a product automatically links back to the place of purchase.

Since the end of January those external links were set to nofollow and therefore they are not as seo relevant as they used to be. But the external links, which were placed on the profile and pin-board sites, are still relevant for search engines (dofollow).

This means that it’s no longer possible to generate hundreds of relevant seo links with basically no effort at all. But there is still a small benefit for seo left.  Companies could use pinterest for employer branding efforts or to build up their reputation as experts.

However, it is important that companies remember the usual web-manners: you shouldn’t pin from just one source (i.e. your own website). Repins of other people’s material are very much wanted and that also builds up your network.

Also, you should tend to your profile and make sure it shows different facets. Meaning: don’t necessary keep the boards set by default, but create your own.

And now: happy pinning.

For invites please leave your email address in the comment section (or send me a tweet @steffisoehnchen).


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Video Social Media Insight 04: How to find a topic (content strategy II)

Clever ideas are based on a good content strategy (Image: winnond)

As promised last week, this weeks Social Media Insight is about strategies that can help you get ideas for content topics.

A content strategy needs to be based on a clear idea of who you are (your brand is) and what you want to stand for.

So, if you’re just starting out I suggest that you choose a range of “tags” (keywords that describe you as exactly as possible) as a basis for your planning process.

In the following video I describe two ways (of many) how to come up with relevant content topics: Using the “customer journey” or a system called “newsjacking“.

In case you missed last week’s video on content strategy (how to find your audience) here’s the link to it.

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