SEO

The Do’s And Don’ts Of Social Media Management

Published

4 months ago

November 18, 2022

The Do's And Don’ts Of Social Media Management

Are you looking for better ways to manage social media accounts without missing out on anything important?

Social media platforms play a vital role in our lives today. From staying connected with friends to sharing personal updates, they provide countless opportunities to connect with others.

In addition to staying informed about current events, brands can also build relationships with potential customers and grow their audience.

Social media management tools allow you to post content from multiple sources at once and schedule posts in advance. They also give you access to analytics data, allowing you to track metrics such as likes, shares, comments, and even conversions – all of which can serve as helpful guides in determining the effectiveness of specific campaigns.

These tools can also work with various platforms (i.e., Twitter and Facebook), giving you complete control over your presence across multiple mediums.

So now, let’s get into the current social media management trends for B2B and B2C brands.

Social Media Management Strategy Trends

Social media is one of the most versatile and effective marketing tools today.

We use social media to drive our branding efforts, connect with customers, generate new leads, gain insights into buying habits, manage reputation, and bolster our digital footprint.

But, while social media is an essential part of modern business, many companies still aren’t getting the full potential from their digital efforts.

As Social Media Examiner’s 2022 Social Media Marketing Industry Report reveals:

Those new to social media marketing generally focus on Facebook (82%) and Instagram (67%). However, those who have been social media managers for more than five years have diversified across multiple platforms, including Facebook, Instagram, LinkedIn, YouTube, Twitter, and TikTok.
The top two platforms that B2C marketers use are Facebook (94%) and Instagram (85%).
The top two platforms that B2B marketers use are Facebook (85%) and LinkedIn (81%).
Regarding organic social plans, 61% of marketers will be increasing their Instagram activity.
Most marketers agree that they want to increase their video marketing, with 68% of marketers planning to increase their video marketing for Instagram, 67% for YouTube, and 56% for Facebook.

If this surprises you, you might want to shift your marketing efforts. Because unfortunately, most B2B and B2C businesses lack an effective strategy for social media management. You’ll have to create a strategy that moves with social media trends and help companies to understand that shift.

Now, I’ll walk you through the most important social media “Do’s” and “Don’ts.”

And at the end of this article, I’ve also included a table that recaps my main points. Feel free to print it out and use it as a reminder whenever you need to get your social media strategy back on track.

Do

1. Have A Strategy

The most important part of social media management happens before you sign up for Facebook or publish your first Tweet.

Each social media marketing campaign should start with clearly outlined goals and a battle plan that will help you achieve those goals.

Here’s the secret of an effective strategy: For a plan to be successful, it must be as specific as possible.

For example, SEJ’s Social Media Strategy breaks down tactics for dealing with the different types of platforms (photo sharing, video sharing, bookmarking, and discussion forum), and each one is specific in its aims. They refine their strategies by listing tone guidelines, posting strategies, engagement strategies, and strategies to find new followers.

Typical start-up social media management strategies will look a little different. These strategies revolve around assessing your strengths and weaknesses as a company and finding opportunities to turn your early customers into brand loyalists.

Of course, your perfect strategy won’t be a carbon copy of some other brand’s goals. So, when building your social media management strategy, set realistic goals to impact your business.

Editor’s Note: To learn more about creating a social media strategy that also incorporates SEO efforts, check out this article.

2. Choose The Best Platforms

How’s your Facebook outreach going? What about Twitter, LinkedIn, and Google+? Do you have a YouTube account? What about Pinterest, Instagram, and Tumblr? And lest we forget, TikTok.

With so many social media platforms to choose from, it’s easy to feel overwhelmed if you don’t stay organized. The worst part is that overlooking one platform might mean missing out on a massive potential market.

Check out Shelley Walsh’s research on social media usage, marketing, and strategy.

3. Use The Right Tools

Keeping up with social media is an impossible task for us mere mortals.

Fortunately, there are some handy software options to help you manage and monitor all of your social media accounts from one central hub. Here are some of the best options:

BuzzBundle: BuzzBundle was developed to be the ultimate social media management tool. Not only does it connect with all the biggest social media platforms, but it helps you monitor blogs, forums, and Q&A sites, too. BuzzBundle analytics gives you the insights you need to reach new customers, boost your SEO campaign, and find key influencers in your industry.
Hootsuite: Hootsuite connects you to numerous social networks. Like BuzzBundle, Hootsuite lets you find out what your customers are saying about your brand and easily manage your outreach, thanks to a central hub for all of your social media management.
Buffer: Social media is Buffer’s specialty. Buffer lets you post photos, videos, and posts to the most popular social media sites. It also enables you to craft posts in advance and publishes them later for maximum exposure.
Sprout Social: Sprout Social’s platform lets you manage your social messages through a single-stream inbox. You can schedule, publish, and post content to your favorite social media sites and get valuable insights into how audiences engage with your content.
Social Studio: Social Studio’s offering helps you engage with your customers by connecting you to different sources and can replace programs like Photoshop and Canva. With this software, you can use AI capabilities to create posts across platforms.

4. Track The Metrics That Matter

If you don’t know whether or not your social media outreach is impacting your business, then what’s the point? When you’ve defined a goal for your social media campaign, gathering corresponding metrics is the only way to tell if it succeeded.

Here are some metrics that might indicate success:

If your goal is to expand your reach, measure the engagement and new followers.
If your goal is to grow brand awareness, measure shares and influencers mentioning your brand.
If your goal is to get more sales, measure referrals, CTR, and conversions.

The tools listed above will give you a lot of insights into the metrics you need to measure the success of your campaign.

5. Engage And Post Regularly

Last but not least, the point of a social network is to socialize. So, share great content regularly to give your followers something to share and get excited about.

Don’t forget to engage with their content, too. Make sure to follow the industry leaders in your niche and try to give more than you receive.

To ensure you keep up with social media, consider setting a schedule for yourself. Even 10 minutes spent sharing and engaging daily goes a long way toward boosting your web presence.

Don’t

1. Try To Please Everyone

Understanding your audience is one of the most critical parts of your strategy. If you try to please everyone, you’ll offer nothing unique, and nobody will be satisfied.

On the other hand, if you know your audience and understand their pain points, you can tailor your services to solve their specific problems.

Do that better than any of your competitors, and you’ll have a loyal following in no time.

2. Delete Negative Reviews

When you see every mention of your brand, it can be tempting to purge negative experiences from the web. Resist that urge.

Instead, reach out to people who leave a negative review. Ask how you can improve their experience and work hard to regain their trust. Doing this may not only salvage a bad situation but also show other potential leads how far you’re willing to go for your customers.

Responding to both positive and negative reviews is a helpful way to gain insight into your business and target market.

3. Lose Your Personal Touch

Automation may be the only way to keep up with all the bustling social spheres, but that’s no excuse to lose the human element in your brand.

That means posting new content for every demographic, no matter where they fall in your sales funnel. Keep your messaging personal, targeted, and bursting with your brand’s unique personality.

On this note, make sure that your outreach always feels organic. Don’t make the mistake of befriending every follower and spamming inane posts.

On the flip side, don’t be a hermit who only posts and promotes their content. Instead, share content you truly love and connect with people whose insights you value.

4. Become Complacent

Finding your audience on all the bustling social media platforms and watching them respond enthusiastically whenever you post new content isn’t enough. So, the best social media strategists plan ahead – and they’re always experimenting.

The truth is that social media management is never done. There’s always a better way to reach your target audience, a new platform waiting to be discovered, and more avenues for you to engage with your customers.

Stay ahead of the curve and never let your current strategy be “good enough.”

5. Neglect Your Audience

Disengaging is one of the worst social media sins. Don’t neglect one network in favor of another or leave comments and questions from a genuinely engaged audience unanswered.

If you need to go on a hiatus, use social media to inform your followers – they’ll value the communication.

Final Takeaways

Social media management can be overwhelming if you aren’t careful. However, countless platforms, apps, and tools are available today to help you manage your accounts and eliminate some of the unnecessary stress.

If you focus on these simple “do’s” and “don’ts,” you’ll be able to create an effective and streamlined social media management strategy for any brand.

To recap, here are the top “dos” and “don’ts” when it comes to social media management:

Image created by author, September 2022

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Should You Invest In Twitter Blue Or Meta Verified?

Published

3 hours ago

March 25, 2023

EntirewebNewsBot

Should You Invest In Twitter Blue Or Meta Verified?

Twitter plans to end its legacy verified program at the end of this month. To continue having a verified blue checkmark, you must subscribe to Twitter Blue, now available globally.

You can check any blue checkmark on Twitter to see if it is a Twitter Blue or legacy verified checkmark by clicking or tapping it.

Screenshot from Twitter, March 2023

Twitter Blue Benefits And Eligibility

Eligibility requirements for a verified blue checkmark include having a confirmed phone number, an account older than 90 days, and no changes to your name, username, or profile picture within 30 days. Accounts with a verified blue checkmark cannot engage in misleading or deceptive practices, such as impersonating someone else or using fake identities.

The premium subscription plan offers Twitter users several exclusive features, including the following.

A verified blue checkmark.
The ability to post longer Tweets and longer videos.
The chance to undo a Tweet before it’s sent.
The chance to edit some Tweets within the first 30 minutes.
A feed of Top Articles shared by those you follow and the people they follow.
Account security with two-factor authentication via SMS or authentication apps.
Increased visibility when you reply to other users’ Tweets.

Pricing varies based on your country and device. In the United States, it is $8 – $11 monthly.

Twitter also offers distinct profile labels for organizations (a gold checkmark), government officials (a gray checkmark), and other account types.

Meta Verified Benefits And Eligibility

Meta is also rolling out a paid subscription bundle, Meta Verified, that includes verification of Facebook and Instagram profiles.

Eligibility requirements on Facebook and Instagram include having an active profile with your real name and profile photo matching your government-issued ID.

Two-factor authentication must be used to secure your account, and your account must always adhere to the Terms of Service and Community Guidelines for each network.

The paid subscription offers Facebook and Instagram users several exclusive features, including the following.

A verified checkmark that lets your audience know you are who you say you are.
Exclusive stickers to use on Facebook and Instagram.
100 stars per month to support your favorite Facebook creators.
Help from a real person when you experience issues with your account.

Pricing varies based on the device you sign up on and is limited to select users over 18 years old in the U.S., New Zealand, and Australia. It is $11.99 – $14.99 monthly.

The Downsides To Paid Verification

While it offers people who never had the chance to be verified in the past the option to pay for the blue checkmark, paid verification is controversial for several reasons.

For starters, many Twitter Blue users complain that they haven’t noticed an increase in engagement since paying for the subscription and feel they are now paying to be ignored.

Another major concern is the lack of distinction between notable public figures and people who have paid for the checkmark. Previously, accounts had to belong to prominently recognized individuals or brands based on news coverage, industry references, and audience size. Now, notable accounts will have to pay for verification with everyone else.

This new false “notability” could allow bad actors to spread misinformation and scam people based on the account’s status as a verified profile. Some agencies have released consumer alerts in response to growing reports of scams committed by Twitter blue verified accounts.

While these actions violate social platforms’ terms of service and community guidelines, these verified accounts could continue spreading misinformation and scamming others until someone reports an issue. A lot of damage could be done in the time it takes for someone from the social network to investigate reported users.

Some Twitter users strongly oppose paid verification. Some accounts have launched campaigns encouraging others to block Twitter Blue users to decrease the reach of accounts with the paid blue checkmark.

Should You Invest In Paid Verification From Twitter Blue Or Meta Verified?

Screenshot from Twitter, March 2023

Others will dismiss opinions shared by users simply because the account has a Twitter Blue verification.

Screenshot from Twitter, March 2023

Is Paid Verification Right For You?

It’s important to weigh the benefits of being verified through Twitter Blue or Meta Verified and the potential implications of paying for notability on social media.

As a social network user, it’s also important to remember some basic safety rules.

Regardless of verification status, never give out personal information or account details to other social media users.
If you are asked to send money for a specific cause or reason, research it outside social media to ensure it is a legitimate request, not a scam.
Fact-check information before you share it with others to prevent spreading misinformation to larger, susceptible audiences. This especially applies to images and video thanks to AI content generation.
Utilize two-factor authentication to secure your accounts and save your backup/recovery code for Twitter, Facebook, and Instagram, just in case.

Featured Image: Fantastic Studio/Shutterstock

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SEO

WordPress WooCommerce Payments Plugin Vulnerability

Published

10 hours ago

March 24, 2023

EntirewebNewsBot

WordPress WooCommerce Payments Plugin Vulnerability

Automattic, publishers of the WooCommerce plugin, announced the discovery and patch of a critical vulnerability in the WooCommerce Payments plugin.

The vulnerability allows an attacker to gain Administrator level credentials and perform a full site-takeover.

Administrator is the highest permission user role in WordPress, granting full access to a WordPress site with the ability to create more admin-level accounts as well as the ability to delete the entire website.

What makes this particular vulnerability of great concern is that it’s available to unauthenticated attackers, which means that they don’t first have to acquire another permission in order to manipulate the site and obtain admin-level user role.

WordPress security plugin maker Wordfence described this vulnerability:

“After reviewing the update we determined that it removed vulnerable code that could allow an unauthenticated attacker to impersonate an administrator and completely take over a website without any user interaction or social engineering required.”

The Sucuri Website security platform published a warning about the vulnerability that goes into further details.

Sucuri explains that the vulnerability appears to be in the following file:

/wp-content/plugins/woocommerce-payments/includes/platform-checkout/class-platform-checkout-session.php

They also explained that the “fix” implemented by Automattic is to remove the file.

Sucuri observes:

“According to the plugin change history it appears that the file and its functionality was simply removed altogether…”

The WooCommerce website published an advisory that explains why they chose to completely remove the affected file:

“Because this vulnerability also had the potential to impact WooPay, a new payment checkout service in beta testing, we have temporarily disabled the beta program.”

The WooCommerce Payment Plugin vulnerability was discovered on March 22, 2023 by a third party security researcher who notified Automattic.

Automattic swiftly issued a patch.

Details of the vulnerability will be released on April 6, 2023.

That means any site that has not updated this plugin will become vulnerable.

What Version of WooCommerce Payments Plugin is Vulnerable

WooCommerce updated the plugin to version 5.6.2. This is considered the most up to date and non-vulnerable version of the website.

Automattic has pushed a forced update however it’s possible that some sites may not have received it.

It is recommended that all users of the affected plugin check that their installations are updated to version WooCommerce Payments Plugin 5.6.2

Once the vulnerability is patched, WooCommerce recommends taking the following actions:

“Once you’re running a secure version, we recommend checking for any unexpected admin users or posts on your site. If you find any evidence of unexpected activity, we suggest:

Updating the passwords for any Admin users on your site, especially if they reuse the same passwords on multiple websites.

Rotating any Payment Gateway and WooCommerce API keys used on your site. Here’s how to update your WooCommerce API keys. For resetting other keys, please consult the documentation for those specific plugins or services.”

Read the WooCommerce vulnerability explainer:

Critical Vulnerability Patched in WooCommerce Payments – What You Need to Know

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SEO

How Do You Clean Up Content Without Effecting Rankings?

Published

17 hours ago

March 24, 2023

EntirewebNewsBot

How Do You Clean Up Content Without Effecting Rankings?

Today’s Ask An SEO question comes from Neethu, who asks:

My website is almost 20 years old. There are lots of content. Many of them are not performing well. How do you effectively clean up those content without effecting rankings?

Contrary to what some SEO pros tell you, more content is not always better.

Deciding what content to keep, which content to modify, and which content to throw away is an important consideration, as content is the backbone of any website and is essential for driving traffic, engagement, and conversions.

However, not all content is created equal, and outdated, irrelevant, or underperforming content can hinder a website’s success.

Run A Content Audit

To effectively clean up your website’s content, the first step is to conduct a content audit.

This involves analyzing your site’s content and assessing its performance, relevance, and quality.

You can use various metrics such as traffic, bounce rate, and engagement to identify which pages are performing well and which ones are not.

Once you have identified the pages that are not performing well, it’s important to prioritize them based on their importance to your website.

Pages that are not driving traffic or conversions may need to be prioritized over pages that are not performing well but are still important for your site’s overall goals.

Distinguish Evergreen Vs. Time-Sensitive Content

Additionally, it’s important to consider whether a page is evergreen or time-sensitive.

You can update or repurpose evergreen content over time, while you may need to remove time-sensitive content.

After prioritizing your content, you can decide what action to take with each page.

For pages that are still relevant but not performing well, you may be able to update them with fresh information to improve their performance.

For pages that are outdated or no longer relevant, it may be best to remove them altogether.

When removing content, implement 301 redirects to relevant pages to ensure that any backlinks pointing to the old page are not lost.

Monitor Your Stuff

It’s important to monitor your search engine rankings after cleaning up your content to ensure your changes do not negatively impact your SEO.

But don’t just look at rankings.

Content optimization projects can affect traffic, conversions, navigation, and other items that impact your overall search engine optimization efforts.

Watch Google Analytics closely. If there are traffic declines, you may need to re-evaluate a few changes.

It’s important not to have a knee-jerk reaction, however.

Before you throw out your optimization efforts, be sure that the changes you made are actually what is causing a drop – and make sure those changes are stable within the search engines index.

Remember that it may take some time for your rankings to stabilize after a content cleanup, so it’s important to be patient and monitor your website’s performance over time.

To further optimize your content cleanup, consider using Google Search Console to identify pages with high impressions but low click-through rates.

These pages may benefit from content updates or optimization to improve their performance.

Additionally, consolidating pages that cover similar topics into one comprehensive page can improve user experience and help avoid keyword cannibalization.

In Summary

Cleaning up your website’s content is crucial for maintaining a high-quality site.

By conducting a content audit, prioritizing your content, and deciding whether to keep, update, or remove the content, you can effectively clean up your site without negatively impacting your rankings.

Remember to monitor your rankings and be patient as your site adjust.

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