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Your Essential Guide to Google My Business (GMB)



When you’re looking for a product, service or answer to a question, your first thought is usually, “Let me Google this.” That’s why your presence on Google is critical and where having a consistent Google My Business presence is essential.

*We’re going to refer to Google My Business as GMB in this article.*

What is Google My Business?

Google My Business is a free tool for businesses and organizations to manage their presence on Google’s properties, including Search, Maps, Ads and more. GMB can help your customers find you, increase your reach, drive traffic, and make sure you’re putting your best foot forward. 

With GMB you can:

  • Manage your information: Manage the information that Google users find when they search for your business, or the products and services that you offer. Businesses that verify their information with Google My Business are twice as likely to be considered reputable by consumers. 
  • Interact with customers: Read and respond to reviews from your customers, and post photos that show off what you do. Businesses that add photos to their Business Profiles receive 42% more requests for directions on Google Maps, and 35% more clicks through to their websites than businesses that don’t.
  • Understand and expand your presence: Find insights on how customers searched for your business, and where those customers are coming from. You can also find information like how many people called your business directly from the phone number displayed on local search results in Search and Maps. 

Maintaining a Consistent GMB Presence

It can feel like you have to schedule content across every single platform. GMB can feel a bit like it’s yet another place that you need to post to.

But here’s where GMB is most valuable: any business where people often search for you. In particular, we’ve seen this in retail, hospitality and tourism businesses.

For businesses who use GMB (or agencies who want to offer it to their clients), Sked Social makes it really easy to schedule GMB posts, along with scheduling Instagram posts and stories, and other social channels. If you’re ready to start scheduling, Sked offers a 7 day free trial

Useful Features

Here’s a look at the GMB dashboard. There are tons of different features you have control over.


Posts are where you can share offers, updates, event information and other details with your customers. You can schedule GMB posts from inside the Sked Social dashboard. 

There are a few different kinds of posts you can add to your Google listing including:

  • What’s New: general information about your business, COVID-19 updates
  • Events: event posts have dates and times so you can promote upcoming events
  • Offers: having a sale or promotion? This is where you’d share the information
  • Products: adding product posts to your GMB will show customers your offerings
  • Hours Update: make edits to your hours so your customers know when you’re open

Posts will remain on your Google listing for 7 days unless you enter a specified date.


Info is where you will add all of the details of your business for your Google My Business. This will contain your name, category of business, where you’re located, hours of operation and more.

You can also add contact information here like address, phone number and email. This makes it easy for customers to get in touch with your business because they don’t have to go searching through your website to find it. 


Under Insights, you’ll get analytics like:

  • How customers search for your business
  • Queries used to find your business: the most popular queries for your business by unique users
  • Where customers view your search on Google
  • Customer actions: are people clicking your website or calling you? What buttons are they clicking on in your listing
  • Phone calls: how many people are calling you directly from your Google listing
  • Photo views: the number of times your photos have been viewed

You can view your analytics over the past week, past month or past quarter.


Reviews is where you can see and respond to customers who have given reviews of your business on Google.

It’s important to read and respond to reviews (especially negative ones) to determine areas of improvement and confirm what’s working for your business.

Engaging with your customer reviews also shows people that you care about the product or service that people are buying from you. It shows potential customers that you are willing to do what it takes to ensure a positive experience with your business.

Photos and Videos

Here you can add photos and videos to your listing on Google.

Photos can be beneficial for many reasons. They can help show people your location, your staff, what your products look like and more. Be sure to use high-quality images! 

You can also include videos in your GMB listing which is great for promotions, introducing your business or how-to videos that customers might find helpful.

Products and Services

Showcase your best selling products and let people know what they’re going to get from you.

Add services you offer to your listing so people can easily tell what to expect from your business.

Post Best Practices

In order to use GMB posts, you need to have created your GMB location and verified your account. Also note that Google limits who can use Google My Business posts to only some businesses, so you should also check if you can create Google My Business posts in the Google Business Dashboard.

According to Google, “A post to your customers on Google should be brief, useful and inspire action, and photos should be well-lit and in-focus.”

Here is what you should do

  • Be precise: What are the three things that your customer needs to know? What do you want them to remember, for how much and when?
  • Be personal: Show what your business values
  • Highlight: What makes your business, product or offer unique
  • Be timely: Use a key selling point or popular item as the hook for your post
  • Make sure that you include any redemption instructions, unique codes or restrictions on offers or sales
  • Use common abbreviations: For days, months and hours to save space


Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions



Twitter Outlines New Platform Rules Which Emphasize Reduced Reach, as Opposed to Suspensions

After reinstating thousands of previously suspended accounts, as part of new chief Elon Musk’s ‘amnesty’ initiative, Twitter has now outlined how it will be enforcing its rules from now on, which includes less restrictive measures for some violations.

As explained by Twitter:

“We have been proactively reinstating previously suspended accounts […] We did not reinstate accounts that engaged in illegal activity, threats of harm or violence, large-scale spam and platform manipulation, or when there was no recent appeal to have the account reinstated. Going forward, we will take less severe actions, such as limiting the reach of policy-violating Tweets or asking you to remove Tweets before you can continue using your account.”

This is in line with Musk’s previously stated ‘freedom of speech, not freedom of reach’ approach, which will see Twitter leaning more towards leaving content active in the app, but reducing its impact algorithmically, if it breaks any rules.

Which means a lot of tweets that would have previously been deemed violative will now remain in the app, and while Musk notes that no ads will be displayed against such content, that could be difficult to enforce, given the way the tweet timeline functions.

But it does align with Musk’s free speech approach, and reduces the onus on Twitter, to some degree, in moderating speech. It will still need to assess each instance, case-by-case, but users themselves will be less aware of penalties – though Musk has also flagged adding more notifications and explainers to outline any reach penalties as well.

“Account suspension will be reserved for severe or ongoing, repeat violations of our policies. Severe violations include but are not limited to: engaging in illegal content or activity, inciting or threatening violence or harm, privacy violations, platform manipulation or spam, and engaging in targeted harassment of our users.

Which still means that a lot of content that these users had been suspended for previously would still result in suspension now, and it leaves a lot up to Twitter management in allocating severity of impact in certain actions.

How do you definitively measure threats of violence or harm, for example? Former President Donald Trump was sanctioned under this policy, but many, including Musk, were critical of Twitter’s decision to do so, given that Trump is an elected representative.

In other nations, too, Twitter has been pressured to remove tweets under these policies, and it’ll be interesting to see how Twitter 2.0 handles such, given its stated more lax approach to moderation, despite its rules remaining largely the same.

Already, questions have been raised on this front – Twitter recently removed links to a BBC documentary that’s critical of the Indian Government, at the request of India’s PM. Twitter hasn’t offered any official explanation for the action, but with Musk also working with the Indian Government to secure partnerships for his other business, Tesla, questions have been raised as to how he will manage both impacts concurrently.

In essence, Twitter’s approach has changed when it chooses to do so, but the rules, as such, will effectively be governed by Musk himself. And as we’ve already seen, he will make drastic rules changes based on personal agendas and experience.

Twitter says that, starting February 1st, any previously suspended users will be able to appeal their suspension, and be evaluated under its new criteria for reinstatement.

It’s also targeting February for a launch of its new account penalties notifications.

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4 new social media features you need to know about this week



New social media features to know this week

Social media never stands still. Every week there are new features — and it’s hard for the busy comms pro to stay up-to-date on it all.

We’ve got you covered.

Here’s what you need to know about this week.


Social media sleuth Matt Navarra reported on Twitter that LinkedIn will soon make the newsletters you subscribe to through the site visible to other users.

This should aid newsletter discovery by adding in an element of social proof: if it’s good enough for this person I like and respect, it’s good enough for me. It also might be anopportunity to get your toe in the water with LinkedIn’s newsletter features.


After admitting they went a little crazy on Reels and ignored their bread and butter of photographs, Instagram continues to refine its platform and algorithm. Although there were big changes over the last few weeks, these newer changes are subtler but still significant.



First, the animated avatars will be more prominent on profiles. Users can now choose to flip between the cartoony, waving avatar and their more traditional profile picture, rather than picking one or the other, TechCrunch reported, seemingly part of a push to incorporate metaverse-esque elements into the app.

Instagram also appears to have added an option to include a lead form on business profiles. We say “appears” because, as Social Media Today reports, the feature is not yet listed as an official feature, though it has rolled out broadly.

The feature will allow businesses to use standard forms or customize their own, including multiple choice questions or short answer.


In the chaotic world of Twitter updates, this week is fairly staid — with a useful feature for advertisers.

The platform will roll out the ability to promote tweets among search results. As Twitter’s announcement points out, someone actively searching for a term could signal stronger intent than someone merely passively scrolling a feed.

Which of these new features are you most interested in? That LinkedIn newsletter tool could be great for spreading the word — and for discovering new reads.

Allison Carter is executive editor of PR Daily. Follow her on Twitter or LinkedIn.


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Twitter Tests Expanded Emoji Reaction Options in DMs



Twitter Tests Expanded Emoji Reaction Options in DMs

Twitter’s looking to give users a broader set of emoji reactions for their DMs, while also, potentially, enabling personalization of your quick reactions display in the app.

As you can see in these mock-ups, shared by Twitter designer Andrea Conway, Twitter’s testing a new search option within the reaction pop-up in DMs which would enable you to use any other emoji as a reaction to a message.

An extension of this would also be the capacity to update the reactions that are immediately displayed to whatever you choose.

Twitter DM reactions

It’s not a game-changer by any means, but it could provide more ways to interact via DMs, and with more interactions switching to messaging, and more private exchanges, it could be a way for Twitter to better lean into this trend, and facilitate a broader array of response options in-stream.

Twitter’s working on a range of updates as it looks to drive more engagement and usage, including tweet view counts, updated Bookmarks, a new ‘For You’ algorithm, and more. Elon Musk has said that he can envision Twitter reaching a billion users per month by next year, but for that to happen, the platform needs to update its systems to show people more of what they like, and keep them coming back – which is what all of these smaller updates, ideally, build to in a broader approach.

But that’s a pretty steep hill to climb.

Last week, Twitter reported that it’s now up to 253 million daily active users, an increase on the 238 million that it reported in July last year. Daily and monthly active usage is not directly comparable, of course, but when Twitter was reporting monthly actives, its peak was around 330 million, back in 2019.

Twitter MAU chart

As noted in the chart, Twitter switched from reporting monthly active users to daily actives in 2019, but looking at the two measurements, it’s hard to imagine that Twitter’s monthly active usage is any more than 100m over its current DAU stats.

That means that Twitter has likely never reached more than 350 million active users – yet Musk believes that he can best that by close to 200% in a matter of months.

Seems unlikely – even at current growth rates since Musk took over at the app, Twitter would only be looking at around 500 million users, optimistically, by the end of 2024.

If it can maintain that. More recent insight from Twitter has suggested that user activity has declined since those early post-Musk purchase highs – but maybe, through a range of updates and tweaks, there could be a way for Musk and Co. to maximize usage growth, beyond what seems possible, based on the stats.

We’ll find out, and as it pushes for that next level, you can expect to see more updates and tweaks like this, with enhanced engagement in mind.  

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