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Welcome to our expert blog on social media, marketing, technology and lots more

App Review: How Google Duo Measures Up for Video Calling

Google Duo App

Back at it’s conference in May, Google announced a brand new video calling app. On August 15th it was finally launched. Google Duo is about as vanilla an app as they get, making the process of sending and receiving one-on-one video calls as simple and uncomplicated as possible.

Google Duo was intended to be the simplest cross-device video calling app yet, and in that quest the tech giant have been rather successful. Duo makes use of a sleek, bare bones interface. Once opened, users see their face and a button allowing you to scroll through most recent calls or your phone book.

The most welcoming feature is the lack of any intrusive branding. Unlike Skype or video calls on Facebook Messenger, Duo was created as a standalone app that didn’t rely on a larger service to work, which means that what we have here is something that removes the complications from video calls.

It was announced on the Official Google Blog on Monday. Cited were three specific key points; a simple interface, a fast and reliable service, and a human design. The first two are a given, due to the vanilla nature of the design and features. The third is the most interesting point, and also happens to be the one that will either spell success for the network or lead to it’s demise. This is what they have to say…

“We designed Duo to feel warm and inviting, focused on just you and the person you’re calling. To make calls feel more like an invitation rather than an interruption, we created a feature in Duo called Knock Knock which lets you see live video of your caller before you answer, giving you a sense of what they’re up to and why they want to chat.”

Alongside this nifty little “knock knock” function, Duo is completely free to use (relying, like Whatsapp, on your number), has end-to-end encryption and is available on both Android and iOS.

Our verdict - although Duo lacks enhanced features like messaging people if you’re not free to talk, the beauty is in it’s simplicity. If you’re looking for a completely simple and accessible platform to video-chat with someone, Duo takes the biscuit. 

The AI that can Spot Markers of Depression in Instagram Photos

The AI that can spot markers of depression in Instagram photos

A team of researchers from Harvard and the University of Vermont have developed an AI program which can identify clinical depression in Instagram users at an accuracy rate of 70 percent- just by looking at their posts.

The new machine learning program was reportedly applied to monitor and analyse the content on 166 separate Instagram profiles, with a combined 43,950 different images. According to the study, published by Andrew G. Reece and Christopher M. Danforth, the AI program analyses content to detect specific potential indicators of depression.

Alongside an analysis of metadata, the system studies aspects such as colour, and uses facial recognition to imitate personal assessment. By looking at earlier studies, the team were able to deduce that depressed individuals often opted for darker, greyer colour-scales.

Other factors included an examination of posting rates and a look at the sort of engagement generally received. According to previous investigations, depressed individuals often received a low rate of likes next to a higher proportion of comments.

The study says this:

“Using only photographic details, such as colour and brightness, our statistical model was able to predict which study participants suffered from depression, and performed better than the rate at which unassisted general practitioners typically perform during in-person patient assessment.”

[An analysis of earlier studies found general practitioners correctly diagnosed depression at a rate of 42 percent.]

As a comparison study, the group also had a selection of participants (unaware that the study was linked to identifying depression) rate each photograph, in order to better gauge how the average person is able to spots depression markers in Instagram photos. The same machine learning system was also applied to photos only posted before each individual was diagnosed, which performed at a successful diagnosis rate of over 50%.

Although the system is still in its infancy, with one or two shortcomings, it is nevertheless a solid foundation for subsequent models.

Giraffe Welcome Harry to the Team

Giraffe Social Media Welcome Harry McManus

Aren’t people so delightfully different? Yes, yes they are. At Giraffe, we like different people. We’ve all got our own odd little qualities that help make working here so much fun, and make our service so unique and successful. It should come as no surprise then, that we want to introduce another person to you all - Harry McManus, our new social media manager!

We are thrilled to introduce to you Harry McManus- the newest addition to the Giraffe Clan! Harry (who provided one of the most inventive applications we’ve ever received- more of that later…) is currently finishing a degree in Engineering and has joined us part time.

In true Giraffe style, we accosted him whilst he was chilling in the garden and forced some obscure questions on him...

Whatsup Harry!

Hello there!

Describe yourself in three words, one adjective, one verb and one abstract noun.

Oh wow, I’ll need to think about that… [minutes pass] ok, my final answer (tense moment) is, “elegantly rebellious rule-breaker.”

What are you most looking forward to about working here?

I’m so used to working in a technical environment that I’m really looking forward to being able to be more creative. Plus, the wide range of clients, small and large scale, is definitely a plus too!

Tell us about your job application…

Erm, it was quite different for me- I ended up making a website as my application form, which took a lot of time! It was pretty fun to make in the end though. It was also a break from my old technical job!

Which celebrities do people mistake you for?

Justin Bieber, George Shelley, Beyoncé. In that order.

What is the theme song to your life?

Rhianna- Work Work Work, because my life is work work work and I don’t quite understand the rest…

What is your spirit Pokemon and why?

Kakuna, because I like wearing ties (it’ll never be unseen), and my moves always fail.

What’s your favourite t-shirt cut?

Turtle neck, I don’t want anyone being too jealous of single chest hair swag.

Any dietary requirements we should be aware of?

I’m super allergic to dust, so no one recommend that Little Britain Diet to me.

Duly noted. Where is the coolest place you've ever visited?

I’d probably say it’s Hong Kong! The food, the culture, the balance of nature and construction is amazing. I definitely wouldn’t mind living there!

If you won Olympic gold, what event would it be in?

I’m think the past two weeks at Giraffe have given me a good standing for Table Tennis.

Lastly, if you could know the answer to any question what would it be?

Did I answer these questions correctly?

5 Periscope Users To Avoid Unless You Want Serious Wanderlust

Periscope Travel Users

If you’re the sort of rugged gadabout who would much rather be exploring distant lands than working in an office, you should avoid this article like the plague. Similarly, if your mouth waters at the thought of unfamiliar spices and exotic ingredients rather than the bland, tasteless cuisine of home, you should close this webpage right now. The reason? In a few moments you’ll be either seething with jealousy or totally re-evaluating your life choices….

Of all the social networks out there, Periscope is the one that really smashes it for travel bloggers. It gives users a beautifully unique and instantaneous glimpse into someone else’s life. Travellers want to be totally immersed in the experiences they read about, so a live-streaming app which transports them to distant places deserves oodles of little floating hearts. If you’re not already, it’s time you got on board - hit up Periscope.tv and download it now!

For us, it beats Facebook Live for user experience where the travel industry is concerned. Unlike FB, the platform isn’t littered with other styles of content designed to drag you away, and there aren’t tonnes of different messages battling for your attention, just live streams that take centre stage and speak for themselves. Live-streaming defines the network, and that’s how it should be.

Periscope also happens to play host to some pretty awesome travel accounts. Here are some of our favourites...

Disclaimer: Seriously, if you happen to be a natural born travel lover currently working a desk job, you probably don’t want to watch these users’ scopes right now. You might just end up flipping your desk, marching out with your head held high and hitching a ride into the sunset. Don’t say we didn’t warn you...

Lonely Planet Periscope
Lonely Planet 

Lonely Planet just happen to be the world’s largest publisher of travel guidebooks, and any and all intrepid explorers are likely to have heard of them. Their Periscope channel is exactly what you’d expect, providing users with snapshots of unique locations from around the globe and travel information which is tailored to everyday wanderers.

Johnnyjet Periscope
Johnnyjet

Johnnyjet describes himself as a money-saving travel expert who visits around 20 countries a year. Most travellers find themselves having to battle with a budget whenever they go abroad, and clever planning can help make the process far less stressful and way more rewarding. With Johnnyjet’s streams you can hit two birds with one stone.

Travel Dave Periscope
Travel Dave

Aside from having possibly the coolest travel blogger handle out there, Travel Dave knows adventure. He’s visiting every country in the world and sharing his experiences. So far he’s been to 84 out of a possible 193. Follow him to join his adventure and live those experiences alongside him. He also happens to be a lovely man, which makes his streams all the more delightful.

The Crowded Planet Periscope
The Crowded Planet

The Crowded Planet is the blog from husband and wife team Margherita and Nick, her being the travel writer and he the photographer. They Scope their awesome experiences - from jaw-dropping vistas to unique stays in lighthouses. Any couples out there who love travelling together will pretty soon hold these guys up as ‘relationship goals’.

Todd Dosenberry Periscope
A Travelling Toad

A Travelling Toad is the alias of Todd Dosenberry, a devout member of the wander-clan, who has been using the app as his primary source of live documentation since its launch in March 2015. Followers can expect a mix of his experiences and day-to-day activities as he encourages Q&A sessions.

That’s all from us for now - at least until I pack up and run off into the distance, iPhone in hand. Have any other intrepid explorers you follow on Periscope? We’d love to hear! Tweet us - @GiraffeSM.

#SaveTwitter & How Rumours Get Out Of Hand on Social Media

#SaveTwitter rumour

Twitter has unequivocally debunked rumours that the network was going to shut down in 2017 because of abuse received by one user on the network. While we can all rejoice in the fact that everything is still A-okay, it nevertheless raises questions about how quickly lies can spread online...

#SaveTwitter is the perfect example of how little rumours can escalate immensely quickly on social media. While the prospect that Twitter’s response to allegations of abuse would be to call curtains on their billion dollar idea is a little contrived to say the least, that didn’t stop thousands of users getting involved in the trending discussion. By midday on 11th August there were over 100,000 tweets mentioning the hashtag.

On Thursday Twitter denounced the rumour, stating “there is absolutely no truth to the claims whatsoever”. When the hashtag first began trending it was unclear what had sparked it. Gradually what surfaced as the primary reason was that it was all down to one user who had documented a history of cyber-abuse on the network.

While Twitter have undoubtedly been criticized in the past for their responses to issues of cyber-bullying and abusive behaviour, they have never been one to shy away from a challenge. By all means, they’ve spent the last year battling a struggling user growth.

Right now what’s unclear is whether somebody had it out for Twitter, or for Twitter users. If by some stretch of the imagination it is the latter, we need to give that person their due as #SaveTwitter really needed to rely on the gullibility of users in order to succeed - and succeed it most certainly did. But what they didn’t realise was the sheer passion that would be unearthed by users. The reactions helped show how much twitter users value the network.

What will be the next bizarre Twitter rumour? Tweet us. We’ll help you start it - @GiraffeSM.

Shut Up and Listen; this is Social Media

Shut up and listen this is social media

On social media you’re never really more than two steps away from controversy. The reason for this is simple; it’s run by humans. It’s a community populated by people who say, do, and yes, laugh at, silly things. In order to get anything from it, businesses need to integrate themselves by listening and learning how to inspire those people...

Social media is more than just a bulletin board. In order to create a community of advocates for their brand, a business first needs to realise that social networking was never intended to accommodate organisations. It was developed to satisfy the developing needs and priorities of each generation.

Human beings are stubborn about the things that belong to them, and that includes social media. They aren’t going to suddenly start entertaining blatant messages of self-promotion on their turf just because the frequency of them has increased. So to be successful businesses need to adapt their messages in a way that compliments and vitalises these networks.

Passive businesses constantly shouting about sales and offers verges on self-obsession

If you’ll humour me for a moment, I’d like to use a rather strained analogy. You’re walking home after work incredibly hungry and tired when suddenly a man leaps out of a bush and tells you to buy his chicken sandwich. He gives no inclination why, he just seems pretty darn passionate about his sandwich.

Do you buy it? Regardless of how hungry you are, you don’t. Rather, you wonder who this guy is, what’s wrong with the sandwich and why on earth he was lurking in a bush. You either ignore him entirely, run away, or tell him how much of an inconvenience he is for standing in the way of the perfectly good chicken sandwich you already have waiting for you at home. Why? Because you have no idea who he is.

The same is true of some businesses on social media. They are too infatuated by what they can offer that they forget that to people who don’t know them they are just another nuisance chicken-sandwich wielding bush-lurker. Every now and then they need to put their sandwich down, listen to the people around them and offer them something they actually want - not what the business wants them to want.

Telling people about you isn’t the same as encouraging them to get to know you

Most businesses are more than aware of the importance of introducing themselves. The problem is that some don’t quite know the right way to go about this. Take every day social interaction - when you meet a new person it’s the little things they say, the sort of discussions they engage with and their interests that encourage you to form a relationship with them. You’re not best buds from the moment you introduced yourselves.

Social media is no different. The things that you share should be inspiring enough to encourage users to want to engage with you, to want to remember your brand, to want to become your advocate. A list of possible content ideas would be both immeasurable and redundant, as it’s always originality that really takes the biscuit. As a general rule great social media content focuses on people not products, inspiration not integration, and stories, not sales.

Millennials lurking in the shadows

Regardless of whether you think that the world is going to hell in a handbasket because they’ll soon be in charge of things, there’s a reason more and more brands are harking “millennial”. It’s not some defamatory phrase describing vacuous younger people who might prefer not to be clean shaven, or feel more comfortable in shorts than a suit, or (god forbid) like coffee instead of tea - it’s simply a term for a naturally digitally-inclined generation that happen to be a potentially lucrative target audience.

In general, they don’t prefer hand-written sentiments (blame an institutional emphasis on word processing), they like more instantaneous methods of communication of information. This means that they prefer to share the things they like with their peers immediately. Without them, the terms “trending” and “viral” would still merely refer to clothing and illness.

But creating a content mix that entertains, inspires and provokes a response is just the beginning. After that comes the social part. People want to talk to your brand, discuss your campaigns and your products. And you need to be receptive to these comments, as this interaction is what can spell the difference between a user latching onto your brand or becoming disengaged.

There’s a reason we refer to businesses as brands on social media. They’re not some faceless multinational conglomerate; they are simply an organisation personified.

Ask yourself; do you spend too much time talking about what your business does? If so, cut your audience some slack. The likelihood is they already know, or if they don’t they should be able to figure it out just by reading your ‘about us’ section. And if they can’t then that is a much wider issue coming directly from your brand. Every professional knows they should be able to sum up what their business does in a few simple sentences.

Anything social involves a reciprocal discourse, so start listening to your users.

If you fall into the habit of referring to social media as an advertising channel, it’s time to step back. Similarly, if you get it into your mind that it’s a collection of networks built for marketing, give yourself a good slap on the cheek. Yes, social media is partly those things, but above everything it is a community.

If you don’t know what to share, look inward at your organisation. What do your people like? What takes their interest? What inspires them on social networking? Take those things, no matter how foreign they seem to your brand as a whole, and construct an original online voice. Then do the same with your current social media target audience. Listen to them and create content that responds to them.

After that, you can shut shutting up and start to seriously make some noise - the right noise.

Big Social Media Trends: Summer 2016

Top Social Media Trends Summer 2016

In the ever-changing digital landscape, keeping a hold on trends can mean the difference between becoming a real player or your brand vanishing into obscurity. Since the beginning of 2016 developments in app functionality and content capabilities has led to an even-more contested market, with networks vying for the business of big brands, and big brands battling it out to get their content noticed over that of their competitors…

Today’s top social media trends paint a wonderfully diverse picture for the future of social networking for users. With such a huge (seriously, huge) amount of businesses and organisations now actively engaging in social media marketing, it has become even more of a challenge to take advantage of all that it offers. A renewed appreciation and understanding for what makes users tick has led to more investment into the creation of quality, original content and better community management, to the point where both of these things have almost grown to be expected by users.

In short, social media marketing is not “easy” any more, but the potential offered by today’s industry completely eclipses what could be achieved two or three years ago. There are now even more viable avenues for reaching your audience, even more ways to tell rich stories about your brand, even more possibilities to prompt real discussions and foster relationships with real consumers and turn them into advocates.

Let's take a look at some of the biggest social media trends this summer...

Instagram and Snapchat making inroads as social networks

One of the most significant areas for development has been the sites themselves. Smaller apps and networks which never gained much appreciation and were never particularly looked at as a viable channel for marketing in the past have made serious inroads in the social media game. Last year it was simple to direct your attention to Facebook, Twitter and LinkedIn in an order dictated by your target market, but at least two others have joined ranks the ranks of “to be considered”. Instagram and Snapchat each serve a separate purpose, allowing marketers to reach a more diverse cross section of users.

Video content retains its prominence, live gets serious

Video content continues to be the most engaged-with type of content across social media. It’s unsurprising when you consider how accessible a medium it is, and that fact that it requires minimal investment by users for a potentially engaging outcome. Now the live-streaming capabilities of networks have grown immensely and brands have cottoned-on. Facebook Live and Periscope have given organisations an opportunity to offer customers access to unique and exclusive stories.

Human response is more important now than ever

Social media community management is now an industry norm. Users have very high expectations surrounding how responsive business representatives should be on these channels and the extent of customer service they should offer. While Facebook has started to look towards bots for business queries on messenger, users need to feel engaged with on a human level in order to trust and advocate a brand.

Quality, original content topples quantity

It almost goes without saying that quality tops quantity when it comes to social media content, and that has never been more true than it is now. Business users who invest in creating the highest quality original content and spend time carefully crafting everything they post on their channels are the ones who succeed. Frequently posting the same message or promoting products systematically disengages consumers and is detrimental to brands on social media.

Olympic Committee Say No to GIFs on Social Media

Olympic committee say no GIFs or Vines

Last Thursday social media users worldwide were shocked by the news that the International Olympic Committee had banned the creation of Vines and GIFs by news organisations. According to the IOC’s guidelines for news outlets covering the games, such content types are “expressly prohibited.”

If there are two things that were always meant to be together, they are social media and GIFs. Now it seems that those users and professionals wanting to use those fabulous little animated images to express themselves in social media discussions about the 2016 Rio Olympics do so at their own peril.

The IOC’s regulations have been subject to a vast amount of criticism for the fastidiousness of their restrictions, the extent of which some would consider un-achievable. Recently they came under-fire for banning unofficial sponsors from using a (considerably comprehensive) selection of words in their campaigns, including Rio de Janeiro, gold, silver, bronze, medal, summer, games, olympian, and even performance.

The rules were actually published back in May 2015 but only truly came to light when digital editor for USA Today Natalie DiBlasio mentioned it on Thursday. They state this:

“The use of Olympic Material transformed into graphic animated formats such as animated GIFs (ie GIFV), GFY, WebM, or short video formats such as Vines and others, is expressly prohibited.”

The extent to which the IOC will go to/be able to go to stop news outlets and organisations from sharing or hosting GIFs created by external sources, for example non-professional social media users is as yet unclear.

Rule 40 was reportedly created “to preserve the unique nature of the Olympic Games by preventing over-commercialisations”. At the moment it’s unclear if it is actually capable of doing that, just that it will limit how much businesses who aren’t multi-billion dollar corporations will be able to get involved in social media discussions.

What are your thoughts? Tweet us - @GiraffeSM.

Going For Social Media Gold During the Rio 2016 Olympic Games

Rio 2016 Olympics Social Media Tips

Social media managers and digital marketers, take note. We are in the midst of another of those all-too-rare moments when a global phenomenon makes the process of getting your brand noticed across the world far simpler - the 2016 Summer Olympic Games.

By their very nature, global events and sporting tournaments bring the global community together, encouraging discussions on social media that surpass the normal limitations of day-to-day work. For that reason, they continue to be brilliant avenues for marketing campaigns. The simple act of getting involved in those discussions can be enough to dramatically increase the reach of brands of all shapes and sizes.

In previous tournaments we have seen some companies and organisations really push the boundaries in their campaigns. The London 2012 Olympic Games was something of a turning point for digital marketing - you need only take one look at Coca-Cola’s “Move to the Beat” campaign, which took cross-channel content marketing to another level by using music as a key component in uniting their younger target audience around an inherently social, global event.

Licensed ambush marketing for Rio 2016

One of the most interesting and significant changes that consumers and businesses will be seeing around this year’s games, is that big brands have been given permission to form marketing campaigns around the Olympics, regardless of whether or not they are official sponsors. There are, however, restrictions where this so-called “licensed ambush marketing” is concerned, such as using symbols and mentioning terms such as “gold”.

So where should the priorities of businesses who want to cash in on the games lie? By following a few general guidelines, you can expect to see maximum return on your campaigns…

Embracing the spirit of over-achieving

Your social media campaigns should be completely in-keeping with the spirit of the games. There is something of an agreed rhetoric of positivity; an air of innate ability and motivation to achieve more. It stands to reason that to gain traction alongside other campaigns, your own content will need to share that rhetoric. Social media marketers will be no strangers to motivational content as they already understand the capabilities of positive messages on social networking.

Focussing on real-time events to inspire engagement

The idea of a completely ‘social’ Olympics is one that relies on active participation by users. In order for campaigns to grow, they need to be centred on engaging your target audience. Successful campaigns from the 2012 Olympics showed us that users are no longer content with being spectators of global tournaments - they want to be participants. This means focussing on real-time events as they unfold. Social media has transformed the idea of what’s topical from entire events right down to what’s happening in those events at this precise moment.

All-but forgetting about products

The kind of stories we should be focussing in-on are not at all product-centred. Brands need to instead look at real lives - the people who engage with the games and their journeys. The Olympics is a chance to align your branding with a positive message of togetherness and achievement, not shout about sales.

Wherever you’re based, engaging with the Olympics on social media is a sure-fire way to increase your reach. Any questions? Hit us up - @GiraffeSM.

7 Ways to Fail at Social Media

7 ways to fail at social media

Social media is an asset, but it’s not an easy one. Luckily Giraffe is here to help! Make sure you’re not making these simple mistakes and get on top of the social media game...

A fake voice

An authentic brand voice is infinitely important as this voice creates a sense of honesty and credibility. A Cohne Wolfe study states:

“Nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity, including 52% who would recommend the brand to others and 49% who would pledge loyalty to the brand. 20% would be prepared to put their money on the table and invest in a brand that proves its authenticity.”

To achieve this authentic tone:

  • Try and keep your posts honest, without sugar-coating any negative factors. If a customer can see that you are honest on social media, they are more likely to think you’re honest in business.
  • Be consistent to your brand, find your tone of voice and stick with it. Don’t try too hard, trying to be ‘down with the kids’ shows exactly how not down with the kids you are.
  • Never attempt to use slang on social media you wouldn’t use in real life.
  • Write like you talk.

Poor Spellcheck

This one really should be a given. Poor spelling and grammar is unprofessional and in this day and age with automatic spell check, a little lazy. Non proof-read posts can result in a lack of trust and credibility which could in turn lose you countless sales.

To make sure your posts are up to scratch:

  • Proof-read.
  • If you struggle with spelling try copying and pasting your posts into Microsoft Word to check for any errors with spellcheck.
  • Read out loud – this usually highlights tricky areas including strange sentence structure, repetition and grammar discrepancies.
  • Ask someone else to proof-read - sometimes a fresh pair of eyes will notice what you can’t.

Politically Incorrect

You may have certain views and you will definitely have opinions, but remember that your social media represents a brand. Being politically incorrect can be viewed as insensitive and offensive and will only serve to alienate certain demographics. Don’t forget, if your personal profile is easily connected to your work profiles, either privatise your accounts or make sure this rule applies there too.

Poor Customer Service

Yes, that guy posting, “You Suck!” on every one of your pictures and posts is irritating, but there is never an excuse to be rude.

  • Any negative comments are an excellent opportunity for great customer service; you just need to know how to deal with them.
  • Auto-response. Everyone knows your auto-response is fake. Sometimes, the auto-response doesn’t even make sense in regards to what it’s ‘responding’ to. Not only does this reduce your credibility, but it makes your followers feel under-valued and ignored.
  • Ignoring customers, whether their comments are good or bad is also a big no-no. Interacting with your followers shows that your business cares and also reminds your customers that you’re human.
  • If tongue-in-cheek is your thing, fine. But remember there is a fine line between cheeky and offensive or distasteful. Be aware of your audience and sensitive to current issues and affairs.
  • Our very own Social Media Manager Sam Faulkner has this to say:

“Ignoring the 'social' part of social media is a big mistake a lot of folk make. Not interacting with people is only going to hurt your reach”.

Wrong sized/poor quality images

Yet again, poor images can look unprofessional and lazy, affecting your credibility. Extend the care and perfectionism you use in every aspect of your business to ensure a high quality profile. Our Social Media Manager Jamie explains the best way to get excellent images:

“I usually go with around 1200x650 for Twitter and Facebook. Though as long as it's above 600 width and a similar ratio it's fine. Instagram is a square 650x650, I try to get photos that are square from the start because cropping a picture down to a square sometimes ruins a picture. However if I do have to edit the size I do it in either Paint.net, Ribbet, Canva [free online resources], or with Photoshop.”

Spamming customers/focusing too heavily on sales

Your number one reason for being on social media is probably to get sales, but you need to be smart about achieving this. Constant self-promotion and endless posting is perceived as ‘spam-like’ and can be incredibly off-putting. Earn the right to promote yourself through providing excellent content; from images, tips and tricks, to insider content and more. Give your followers a reason to keep coming back and a chance to become loyal and engaged.

Resident Social Media Manager Rachel Williams says:

“Posting nothing but repeated sales tweets is a bit like standing in front of stranger at a party saying the same thing over and over again, and expecting them to be interested in getting to know you.”

So what’s the best way to avoid being the annoying guy at the party? While there are many ratios of posting out there, Giraffe are willing to commit to the Golden Ratio by Rallyverse:

  • 30% owned
  • 60% curated
  • 10% promotional

Irrelevant Content

Our Social Advertising and Social Media Manager Naomi says:

“One of my bugbears is not keeping branding and tone consistent throughout accounts. Inconsistency can cause confusion and lead to your audience not being as engaged as they could be.”

Low engagement can result in Facebook categorising your content as irrelevant and limiting the reach. And let’s not forget the all-important credibility; your followers are following you for a reason. If you’re an accounting firm, I doubt they want the update that light-up yo-yos are back in fashion. Know your brand, know your audience and remain true to this.

Points to remember:

  • Memes are only great when they’re relevant. Maintain the authenticity and authority that comes with understanding yourself and your limits. Trying to be hip and funky when you’re not will only emphasise the fact that… you’re not. (Though of course if you are, go ahead!)
  • Retweets are not just space fillers - they need to be consistent with your branding.
  • Be wary of hashtags and fads; just because it’s what’s ‘in’ and what’s being consumed by the masses, doesn’t mean it’s right for you.
  • Everything you post is a reflection of your brand.

If any of your questions haven’t been answered, don’t hesitate to tweet us @GiraffeSM. We’re always happy to help!

Written by business development manager, Laurie Fuller

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