Although speed has been used in Google ranking for some time, that signal was focused on desktop searches. Google recently announced that starting in July 2018, page speed will be a ranking factor for mobile searches too.
The “Speed Update,” as Google is calling it, “will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries. It applies the same standard to all pages, regardless of the technology used to build the page. The intent of the search query is still a very strong signal, so a slow page may still rank highly if it has great, relevant content.”
Although there is no tool that directly indicates whether a page is affected by this new ranking factor, Google recommends the following resources can be used to evaluate a page’s performance.
Chrome User Experience Report, a public dataset of key user experience metrics for popular destinations on the web, as experienced by Chrome users under real-world conditions
Lighthouse, an automated tool and a part of Chrome Developer Tools for auditing the quality (performance, accessibility, and more) of web pages
PageSpeed Insights, a tool that indicates how well a page performs on the Chrome UX Report and suggests performance optimizations
It’s the start of a new year and for social media marketers that means looking ahead to the trends that will impact on our work over the next 12 months.
As the close of 2017 drew nearer, social media marketing experts gazed into their crystal balls to see what’s coming down the line in 2018. So which of their predictions should we set our sights on? I’ve put together this list of the top predictions from around the web to help you keep your finger on the pulse of the trends which will shape the social media landscape. Take some time to look at your existing marketing strategies, and see which ones could benefit from (or be negatively affected by) these coming trends.
I’ve been asked how I follow so many people on Twitter and yet manage to keep engaged. with them. When the number of people you follow gets into high figures, it can become unwieldy to manage them all. It’s easy to feel overwhelmed by the number of tweets appearing on your timeline – particularly now that Twitter has expanded to 280 characters. So how can you be sure you are keeping up to date with those folks you most want to hear from?
One word – Lists.
Twitter Lists are essentially filtered timelines and it’s one of the most useful features on the platform.
Here’s how it works:
1. Click on Lists on your profile page
2. Click Create New List
3. Name the List and provide a description
4. Designate the List as Public or Private & then hit Save List
5. To add or remove people from your Lists:
Use the person icon drop-down menu on somebody’s profile
Choose add or remove from Lists
Choose the List you would like to add the person to or uncheck the List the person was already a member of
It’s so easy to build a Twitter List and it is such an effective and simple way to get a handle on your Twitter engagement. Each time you follow someone new on Twitter, get into the habit of adding them straight to one of your lists. If you haven’t already started with your lists, start building them today!
Even though social media is a common tactic used by marketers across the globe, myths about how and why to use social media persist. Buying into these myths will seriously undermine your social media marketing. In my latest infographic learn how to counter five of the most prevalent myths with my myth-busting tips.
Tweeting for the sake of tweeting won’t drive conversions for your brand.
You need a plan at the outset and you need to continually monitor, measure and evaluate your performance day-by-day. Backed up by some science in the form of statistics, this infographic offers twelve tips to help you drive your Twitter marketing forward.
My latest healthcare social media newsletter has gone out to subscribers. In this week’s round-up of news and tips:
Facebook Page Reach Declined 20% in 2017
According to new research by BuzzSumo, the average number of engagements with Facebook posts created by brands and publishers has fallen by more than 20% since January 2017. This report will hardly come as surprising news to those of us who have been despairing at the fall in organic reach on Facebook over the past few years. What I found most interesting in this report is the data on which posts are driving engagement – or not.
WhatsApp Is Testing Verified Business Accounts
WhatsApp is now testing verified business accounts, which can be identified by their green check marks. The Facebook-owned messaging application said in a frequently asked questions post that the test “is currently limited to a small number of businesses participating in a pilot program.”
Google Announces Major Update To Mobile Search Results Page
Google has announced a major update to its mobile search results pages. Whenever your query brings up a video, Google will now show you a silent six-second clip to help you decide if it’s actually a video you want to see.
Twitter Adds Team Management Feature on Tweedeck’s Mobile App
Multiple Twitter users can now share access to a single account via the social network’s iOS and Android applications without needing to share that account’s password.
Your weekly cool tool recommendation, social media quote of the week, and six things you should know in the world of social media.
People around the world are now watching a billion hours of YouTube’s content every single day. But who is watching what? This infographic from Adweek helpfully breaks down how much Gens X, Y and Z watches video content on YouTube, as well as what types of videos they like to watch.
Unsurprisingly, younger respondents to the survey were more likely to visit YouTube on a daily basis, while 4 percent of Gen X (34 and 54-years-old) respondents indicated they don’t use the platform at all.
When it comes to the type of video most watched by each generation, the breakdown is as follows:
Whichever demographic you’re looking to market to, YouTube is a valuable channel. For maximum impact, use these findings to understand just how your target age group interacts with the video-sharing platform.
Do you have a recurring content feature on your blog? If not, it’s something I’d recommend you consider as a regular element of your editorial calendar.
Recurring content form hooks which keep readers interested in coming back to your blog or seeking similarly related posts. From a writer’s point of view, it can enhance your creativity – choosing a topic in advance triggers your brain to come up with new ideas and make connections.
I’ve experimented over the years with many different types of regular recurring columns on various blogs. I’ve focused recently on a Cool Tool feature which I post each Monday morning.
Before you introduce a regular feature to readers, it’s important to take some time to choose a topic which matches your content strategy and crucially won’t have you running out of ideas after a few weeks. Ideally, your topic should be associated with your keyword phrases to support your organic search efforts.
Once you’ve decided on your topic, decide on the elements you will use to maintain consistency in the design and format of your content. Choose the same day and time to publish so readers know to expect it at that time each week – this helps build an audience for your content. Keep the format and design elements consistent.
Here are three types of recurring features to add to your content marketing.
Set aside one day a week to provide step-by-step instructions, or answer readers’ questions. A great example is Moz’s Rand Fiskin’s Whiteboard Friday.
I ran an interview series, Social Spotlight, last year with healthcare thought leaders. It followed a consistent question format, with some tailoring to the interviewee, and was a popular addition to my content calendar.
Weekly Round-Up Post
I run several weekly round-up style posts for client blogs focussed on their niche. I curate the most helpful, interesting and topical news from their industry and publish them in a blog post, usually on a Friday. It’s always the most read content when I check the weekly blog stats.
Of course your recurring content can live outside the written word. With the popularity of video, consider adding a regular vlog or even more popular, a Facebook Live recurring feature. For a super example of this, check out social media marketer, Amanda Webb who goes live on Facebook each Friday morning with a round-up of the latest social media news.
Recurring posts of high value keeps your audience interested and coming back for more. By adding a regular recurring feature to your content marketing you give your audience something to look forward, while at the same time building a unique and recognisable element into your brand.
Do you have a recurring content feature on your blog? What are some of your favourite examples of recurring content themes?
Knowing how to maintain an online reputation is an essential component of healthcare marketing. In this blog post, I will show you how to put an effective crisis response strategy in place for your healthcare brand.
Having an online presence has so many advantages when it comes to healthcare marketing, but it also comes with some risks. With the click of a mouse, patients can share their experiences online – good and bad – and their comments travel at lightening-speed through their social network. A social media crisis can escalate rapidly and you must be ready to step in and remedy the situation without delay. The only way to do this is to have a crisis plan already in place.
Crisis management involves dealing with threats before, during, and after they have occurred. Let’s look at these three stages in more detail.
Stage 1 Preparation
Proactively prepare by developing a crisis response plan. The following elements are involved.
#1 Crisis Definition
First, define what constitutes a crisis. Three elements are common to a crisis (a) a threat to the organization, (b) the element of surprise, and (c) a short decision time.
A crisis can fall into several categories including:
(a) Technological (eg; your website has been hacked);
(b) Confrontation (disgruntled employee, client, or patient attacks you online);
(c) Rumours (eg; spreading false information about you, your product or service online);
(d) Malevolence (eg; In 1982, a murderer added cyanide to some Tylenol capsules on store shelves, killing seven people).
#2 Monitor Online Chatter
An effective social media strategy requires active listening to the online chatter about your healthcare organization. Should a crisis occur, listening to the conversation will help you shape a more insightful and effective response. Responding in real time to issues strengthens public perception that your focus is firmly on patient satisfaction. In addition, use monitoring to find the healthcare conversations you can add value to. Investing in community building online now will pay dividends in the form of support should a crisis hit you.
There are many free and paid monitoring tools available to you. These tools vary in scope and range across a number of sites, real-time or delayed searching, the sophistication of analytics, the flexibility of data presentation, integration with other applications, and of course, price. When it comes to reputation management, choose a tool that does more than just track mentions of your name. You need to be able to evaluate the sentiment (the ratio of mentions that are positive to those that are negative) attached to the mentions. Social Mention is a free monitoring tool which includes sentiment. Tweets that include words like “not working,” “fail” or “poor experience” should be resolved immediately.
#3 Create a Written Plan
Your written plan should include the following:
Clear guidelines on how to respond to each of the different situations outlined above in #1.
Links to your terms of service.
Who should respond – establish a clear chain of command and list contact information.
Make sure every member of your team knows this plan is in place, how to access it, and how to put the plan into action.
Stage 2: Action
Now’s the time to put your carefully crafted crisis plan into place. The following are key considerations:
Determine the exact nature of the crisis. How and where did it originate? How is it affecting your patients or clients?
Go to the source. Find where the complaint originated and with whom. Determine their sphere of influence. If a blogger has published something that is untrue or misrepresentative of you, ask them to remove, amend, or modify the piece if this is appropriate.
Be respectful, polite and engaged. Never get into a public argument or talk down to anyone.
Be as transparent as possible as quickly as possible. Acknowledge that you are aware of the situation and that you are dealing with it straight away.
Respond swiftly and appropriately. Every moment counts on social media. The longer you wait, the more the conversation will heat up. Twitter, in particular, is a place where people expect a quick response no matter what time of day.
Don’t lie or try to hide the truth; admit when the fault is yours.
Use the same channel you were criticized on to respond.
Don’t censor or remove the critical comments that appear on your social media platforms. Tempting as this may appear, it will only fan the flames of the social media fire.
Channel communication to your own website. Develop an area on your website or blog that houses the information about the crisis and what your organization is doing about it.
Communicate your story. A story gets out of control when you haven’t told your side and people begin to speculate. While you can’t control the story, you can provide the facts, information, and access to key people that allow journalists and bloggers to help you frame it in the right way.
Stage 3: Review
When the crisis has passed, go over what happened. Ask yourself the following questions:
How well did you handle the situation?
Did it escalate to a bigger problem than it was?
What could you have done differently?
Prepare to deliver on your word. Make changes based on feedback if those changes are warranted and if you have promised to put them in place.
If handled well a crisis may even turn out to be an opportunity to show your commitment to your patients and consumers. Remember the Tylenol example above? Johnson & Johnson recalled and destroyed 31 million capsules at a cost of $100 million. The CEO appeared in television ads and at news conferences informing consumers of the company’s actions. Tamper-resistant packaging was quickly introduced, and Tylenol sales bounced back to near pre-crisis levels.
While you can’t control everything that happens on social media, you can control your response. The best way to handle a crisis is to have your response plan in place. If you haven’t already made one, then do it today.