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Tag: Online Presence (Page 1 of 2)

When Social Media Goes Wrong

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Social media can be a helpful tool for many businesses when it comes to adding a little extra to their SEO and providing a great platform for business-client interaction. Sure, building a Facebook page won’t lead to direct ranking, but the potential for link building is big, as well as building an audience. /

However, if one or two things go wrong, social media can have big real-world consequences for your business—whether you’re on it or not!

Ease of Sharing

The same thing that you can benefit so much from can be your downfall as well. How many times have we seen people in the public eye sticking their foot in their mouth via Twitter? Or having an old post from years ago brought up and criticized?

It’s always important to think before speaking, but in the case of social media, the record of what you say will live on forever. Even if you delete it, realizing after the fact that something you just said didn’t go over so well, is often too late.

Staff Representation

Before the age of social media, business owners would wonder what their employees really thought about their jobs. Were they enjoying it? Saying negative things to friends and family? Well, now anyone can have their say—and make it public.

The way your staff represents you online is important. Especially if they have a big following.

While it’s usually advised that employees be careful what they say online, it goes both ways. Reputation is important. Don’t lose yours by being a bad boss and getting called out for it online.

Everyone has Their Say

Which brings us to reviews. Staff, customers and anyone you can think of can have their say online. Even if you’ve avoided putting your business on directories and social media pages, if you’ve got a bad reputation, it will get out.

All it takes is one angry client or staff member to start the ball rolling and list you online. Then, whether you like it or not, you’re there for good and the only way to fight back is by taking control of your social media presence and communicating with bad reviewers.

Case Studies

It can be entertaining to look at businesses failing on social media, until it’s your business in the hot seat. Paying attention to what others did wrong can help you avoid making the same mistakes.

Coca-Cola

Posting an outdated map of Russia omitting Kaliningrad which was annexed following World War II, Coca-Cola had a brand-new hashtag following them around: #BanCocaCola. Applied to images and videos of people pouring their Coke bottles down the toilet, it wasn’t the greatest marketing move.

MTV Australia

Tweeting a suggestion requesting English subtitles on actresses America Ferrera and Eva Longoria at the Golden Globes doesn’t seem like the greatest idea. But MTV Australia thought it was a good plan. Needless to say, they suffered a PR nightmare.

Tay Tweets

Probably the most famous social media mess-up of recent years, Microsoft launched their AI Twitter bot and encouraged the people of the internet to help it learn. Well, if you know the people of the internet, you can guess what happened. Tay turned into a sexist, racist jerk in less than 24 hours.

The Final Words

Like many marketing tools, the powers of social media can be used for good, or evil. Compose carefully, research well and don’t let the trolls teach your account to be just like them.

How to Spot a Fake Review

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In an age where reviews are key when it comes to how millennials and many others spend their hard-earned money, fake reviews have been cropping up left and right.

No, it’s not ok or even legal to hire someone to leave fake reviews for your company, but people still do it. So, how do you pick out what’s real and what’s fake?

There are some great websites that will help you such as Fakespot, but there are also tips you can keep in mind as you browse when you don’t want to go to the extra effort of plugging products into searches!

Check the Language

Fake reviews are most often found in the one-star or five-star category. Companies paying to bump up their sales or bring down a competitor’s sales will be looking for extreme praise or criticism. On a website like Amazon, start off by only looking at two to four-star reviews. Many fake reviewers are also paid per word, so their reviews may be quite short, and often in slightly “off” language. For example, when discussing price they will mention the currency while an average American leaving the same review would simply state the price.

Check the Timing

A surefire way to spot fake reviews is if a product or service has received multiple reviews in a short timespan. When a company is lacking reviews and pays to get a batch online right away, the reviewer they’ve hired will post them in swift succession from multiple fake accounts. While there are a lot of avid reviewers out there, most consumers wait until they really have something to say to leave their own review and so a constant stream of legitimate reviews is a highly unlikely occurrence.

Creep the Reviewer

Does their profile photo look like it came out of a picture frame or an art book? Take a look at the reviewer’s profile and see what sort of reviews they’re leaving. If the products are all over the place and reviews are constant, that’s a good sign that they’re a fake account. You can even search their full name if they’re using it on Google and see what sort of web presence they have. A reverse image search will reveal if that photo they’re using is a stock photo, or real. In the case of Amazon, you can also check to see if they in fact purchased the product they are reviewing. If not? Likely fake.

While angry, negative reviews can be fun to read, a lot of the time they’re fake. A one-star with emotional language that doesn’t really tell you much about the product itself is likely a freelancer, or friend/family member of a direct competitor trying to bring the competition down a peg.

Does a review sound like someone’s mother wrote it? No one’s that devoted to their vacuum cleaner. Switch to some middle-ground reviews and find the real, un-biased opinion.

Happy hunting!

Blue bird on speech bubble

Twitter is Doubling Their Character Limit

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On September 27th it was announced that Twitter is testing the expansion of their famous 140-character post limit, not just adding in a couple words, but doubling it to 280 characters.

Known for its concise nature, many Twitter users are wondering if this expansion is a good idea.

Twitter company owners however have some pretty good reasoning behind their decision, which is currently being tested out on a randomly selected group.

The original 140-character limit was chosen arbitrarily, based on the current SMS text limit, which is 160 characters. Leaving 20 characters open for usernames, Twitter was born.

A limit of 280 characters was chosen to make tweeting easier for those posting in languages affected by “cramming”. This includes any language except Japanese, Chinese and Korean. Where nine percent of English speakers fill the 140 limit every time, only four percent of Japanese users do so.

With 328 million users, it’s surprising to say that Twitter has never turned a profit. With that in mind, of course there is some monetary thinking behind this new change. By encouraging English speakers to tweet more often, and say more, investors will see a rise in users and activity.

The company also hopes to put an end to multi-message tweet storms.

Twitter Facts

At 11 years old, Twitter has accomplished a lot in its lifetime. With 328 million active users and 1.3 billion accounts created, it’s clear why it’s one of the most prominent social media platforms out there.

  • 500 million users visit the site every month without logging in.
  • 29.2% of social media users in the United States are Twitter users.
  • 83% of the world’s leaders on Twitter.
  • 500 million tweets are sent every day.
  • It took three years, two months, and one day to go from the first tweet to the billionth.
  • 65.8% of US companies with 100+ employees use Twitter for marketing.
  • Twitter is an important platform and staying up to date with what’s going on with it will keep you at the top of your online marketing game.

    But Will it Happen?

    Twitter has played around with the character limit in the past. There was a brief moment in 2015 where a 10,000-character limit was considered—yes, for real.

    More recently the removal of @ replies, photos, videos and quotes from the character count didn’t throw users into a panic. However, the doubling of the character limit has.

    Negative reactions came quickly, with users expressing their love for the brevity of Twitter. The platform encourages the editing of thoughts to boil them down to their purest form, and that is attractive. Concerns include the potential of an even bigger platform for Internet “trolls” to bash fellow users.

    So, will the 280-character limit become a reality for all Twitter users soon? We’ll have to wait and see.

    The Better Business Bureau vs. Peer Reviews

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    The Better Business Bureau (BBB) was founded in 1912 and created to focus on advancing marketplace trust. An unbiased authority, their accreditation of businesses across the United States and Canada have held a lot of weight when it comes to displaying the quality of a business.

    Ranked F – A+ and providing basic information on a business such as founding date, as well as customer reviews, it’s a great website to gain valuable information. Factors that affect a BBB accreditation are:

    1. Build trust

    2. Advertise honestly

    3. Tell the truth

    4. Be transparent

    5. Honor promises

    6. Be responsive

    7. Safeguard privacy

    8. Embody integrity

    These are all excellent things for businesses to aspire towards.

    However, over the years, the BBB is losing its standing as the first resource discerning customers turn to. While businesses still proudly display their accreditation, and rightly so, consumers are starting to turn more to online reviews on sites such as Google, Yelp, Foursquare and Facebook.

    So, what does the BBB offer their members that free reviews do not?

    Right out the gate, you’re going to have to look at your client demographic. The baby boomer generation grew up seeing the BBB as a standard of excellence. A business could be ruined with the right misconduct complaints. If they are your target, the $500 yearly BBB membership could be a valuable investment.

    Once you’re a member, you start off with an A rating which is pretty good. This could go up with good reviews, or down with bad. You’ll receive a logo that you can place on your site, the backlink is good quality SEO, and your membership fee is tax deductible.

    The biggest difference between the BBB and other review websites is status and history. Accreditation looks great but when it comes to sheer quantity of opinions and SEO value you would be better off encouraging reviews across other platforms, especially if you have a younger audience.

    In Conclusion

    So, in the end, do we believe in the relevancy of the Better Business Bureau in 2017? YES we do! A membership just may not be for every business, especially those just starting out.

    Like with any marketing tactic it’s important to weigh your options and look at your target market. Online reviews are an amazing sounding board for your customers to tell other people what they think about the products/services you offer, and for you to respond to their feedback.

    When you read about what’s affecting SEO, you’re not going to find the BBB listed anywhere but you are going to find a lot of stats about reviews.

    It’s a fact that over 80% of your current and future clients are reading reviews and taking them seriously, and they’re not hunting for the ones on the BBB.

    However, the BBB provides a long-standing pedigree that is appealing to many browsers who want to know more about your website. If you’re able to make the investment, we recommend you try it out. But until you’re able to, just keep building those reviews!

    What Marketers Should Know About Online Reviews

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    In this age of the Internet, lots of things are being re-thought especially the way in which we market products and services. Whether you’re a small business or a large one, the same suggestions apply.

    The pre-Internet consumer would compare brands and were fully dependent on information provided by manufacturers. While some brand names still carry weight, the importance of brand names in general have diminished, with consumers favoring opinions from experts and users.

    The current consumer relies on user-generated reviews, expert opinions and peer to peer information in general.

    So, where does the marketer stand in all of this? While they don’t have full say over what information consumers have available to them, by working with an influence mix they can be more effective than ever.

    The influence mix consists of prior preference and experience, information from marketers and consumer reviews.

    Prior Preference and Experience

    This applies to products that are habitually bought, like toothpaste and toilet paper. Customers are going to be influenced by what they themselves have done in the past more than anything else. These products are review-independent and feature luxury items as well.

    Information From Marketers

    Right in the middle, information from marketers can fall into review-independent products and review-dependent ones as well. However, someone purchasing a review-independent product is more likely to take this information into account, as they’re not looking for reviews to tell them something similar.

    Consumer Reviews

    The consumer’s reliance on reviews is most prevalent with products they can’t test themselves. All products follow a continuum. For example, before purchasing electronics buyers will pay close attention to what previous purchasers have had to say before taking any chances. But when buying from a chain restaurant, they rarely have reason to look it up since they already know what they’re going to get.

    Market research is more important than ever. Figure out how your market is getting their information and making their purchasing decisions, and you’ll be able to decide from there the best way to follow through with marketing. With the rise of reviews, branding takes on less importance, making it easier entry for newcomers and for anyone to diversify more easily.

    Did you know, 30% of U.S. consumers say they begin their online purchase research by going to Amazon.com to read through reviews? And 79% of Americans now shop online. With a market that big it’s not one you want to miss out on. Whether or not your product or service can be directly purchased online doesn’t matter. If you can benefit from reviews, make sure you’re getting them.

    To properly use reviews, make note of these points:

    Do:Track and quantify information from forums and review sites.

    Don’t: Measure individual preferences, satisfaction and loyalty.

    While some believe that reviews are going the way of the dinosaurs with more fake ones cropping up every day, that’s not truly the case. Review websites are coming up with ways to certify reviews and crack down on the fakers, making reviews more reliable than ever.

    Millennials and Reviews

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    The largest generational cohort since the baby boomers, millennials are the largest generation in US history, and their shopping habits are shaping our economy more and more.

    This tech-savvy generation has a purchasing power that will soon exceed that of every other generation. Strong supporters of online shopping, millennials are cautious as well, putting off large purchases until later in life and valuing quality over price.

    It’s no surprise that with all the information available at their fingertips, they put research into their purchases whether it’s a physical one, or a service. That’s where reviews come in.

    The Importance of User-Generated Content

    User-generated content (UGC) such as status updates on social media, blog posts and Google reviews are what make the millennial consumer’s world go around. The more viral and liked a product or service is by peers, the more likely they are to purchase it themselves.

    In past generations, the professional opinion was king, but with a growing distrust for mainstream media and big corporations, this generation finds themselves turning to the most trusted source: mass approval.

    Some may see this as illogical, but to understand the logic, consider this: Professionals may have appeared on adverts or written articles on a product, but was this always of their own volition? If not, someone wanted them doing that promotion for a reason. And can you really trust that?

    UGC: Investing in Time to Make Solid Investments

    Millennials spend 18 hours with media per day. Astounding, right? Some of us aren’t even awake for 18 hours of the day! Thirty percent of this time is spent browsing UGC, 33% on traditional media such as print and TV, and 37% on other media.

    No matter what they’re looking at, and especially when it’s online, products are being promoted.

    When something catches their eye, their first instinct is to look that product up online to see if it is legitimately what they expect, and to see if it’s worth buying.

    If they’re looking for a service, Google reviews will be their first stop. If your business isn’t listed on a Google My Business page and set up with a star rating, you’re in trouble!

    With 90% of millennials shopping online, your online presence is more important than ever. You just can’t afford to stay in the stone age.

    Influence With Technology

    Most millennials are obsessed with reviews. With apps like Yelp and Foursquare, everyone has a place to speak their mind. Whether you’re reading entertaining negative reviews, leaving one yourself, or praising the best pizza you’ve ever tried, reviews are fascinating and, for the most part, trustworthy.

    Whether they’re aware of it or not, millennials have their antenna up for star ratings and reviews no matter where they are online and if there are no reviews to be found, it’s likely they’ll find a more reliable product.

    So go the extra mile and make sure that your business is getting lots of great reviews. Rank higher on search engines, and bring in that amazing millennial purchasing power!

    Why You Shouldn’t Pay for Fake Reviews

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    It should go without saying that paying for reviews for your business that aren’t legitimate is not the greatest idea. But for a lot of people, this seems like the best answer for buffing up their positive Internet presence.

    And why not? If it looks like a real customer and talks like a real customer, it must be a real customer. Not to mention if so many companies are doing it then it’s got to be legal, right? Wrong.

    While you may or may not be aware, there are many reasons not to follow this path and stay legit.

    It’s Fraud

    Plain and simple, if you hire someone to write a phony review you are committing fraud. Think about why you want this person to write a review:to generate revenue for yourself.

    With the popularity of online reviews in this era, they do translate to real money.

    Fraud is defined as “the wrongful or criminal deception intended to result in financial or personal gain”.

    Sounds a whole lot like paying someone for a false review.

    Real Results, Real Punishment

    By 2015, Amazon had sued over 1000 people for writing fake reviews. Many of these reviewers came from the website Fiverr. And no—Fiverr was not sued—the individuals were. The websites on which your business is reviewed will not protect you or your reviewer, they will work towards ensuring the reviews on their website are as legitimate as possible.

    Even Yelp and Alibaba have started to crack down on the fake reviews on their websites. And of course, Google has a reporting situation in place so they can handle fake reviews as well.
    Want to keep your business’ reputation clean? Don’t pay for reviews.

    Spotting a Fake Review

    If you’re suspicious that a competitor is employing fake reviewers, there are ways to spot these reviews, or at least make an educated guess.

    Take a trip over to Fakespot. Their system will scan for a number of factors including:

    Overly positive language

    Multiple reviews published the same day

    If you want to do additional research yourself, check out the reviewer’s profile and see how real they seem. If you can’t find them in a quick Google search, they could very well be fake.

    Tips for Real Reviews

    It can be tempting to want to buff up your business by paying for fake reviews. But there are much better ways to get real reviews that you can actually feel good about.

    Any time someone purchases from you or employs your services, just ask them to leave a review. Don’t offer gifts or coupons in exchange, simply learn how to pick out happy customers and get them to spread their joy.

    And of course if any negative reviews appear, deal with them in a calm, professional manner.

    Handle reviews properly and you’ll have a great reputation for your business online in no time!

    How Consumers Use Reviews Online

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    When you’re searching online to find the perfect restaurant to try out on Friday night, the last place you’ll choose is one with zero online presence. In the information age that is exactly what people are looking for: information. They want to see photos, other customer’s opinions, and maybe even a virtual tour if you have a physical storefront. These days, 72% of consumers say that positive reviews make them trust a local business more, with 94% saying they’ll use a business if it has at least a four-star rating.

    On average, a one-star increase on Yelp leads to a five to nine percent increase in revenue, with just one negative review costing you 30 customers. Reviews are the best way to hold a business accountable. Consumers look for reliability, expertise and professionalism, and if you cannot practice these they’ll let you know.

    So, if negative reviews are so dangerous, why collect reviews at all? Well, a couple negative reviews are better than no reviews at all, so long as you’ve got some positive ones going on as well. When negative reviews occur, respond quickly, admit to any errors, reiterate your company’s mission and if possible and warranted, provide compensation.

    When a consumer looks at or leaves reviews online, they’re looking to:

    Find the best business for their needs

    Build trust

    Express themselves

    Help other consumers

    Here are some more numbers to help you understand the benefits of reviews:

    92% of consumers read online reviews

    68% say positive reviews make them trust a business more

    Only14% of consumers will use a business with a one- or two-star rating, whereas 94% would use one with a five-star rating

    80% of consumers trust reviews as much as personal recommendations

    Online reviews are probably the most important tool for a modern business. You can gain them with skill by requesting them from loyal customers and publicly thanking positive reviewers while apologizing to those who had a bad experience.

    A business with active reviews on websites like Google, Yelp and Foursquare will get a boost in SEO making their online presence skyrocket and produce tangible results in the form of an 18% uplift in sales.

    Now more than ever, consumers want to see that business’ are run by real people, not robots. By interacting through reviews, you are showing that you care enough about your customers to take a moment out of your day to leave a personalized response to their opinion, and being able to do that is massively beneficial to any business. The last thing the 2017 consumer wants is to deal with a business that is unreachable.

    Reviews impact search ranking, too. In 2014 Google updated its search engine to take into consideration the reviews from popular sites such as Yelp and TripAdvisor. So, if you’re actively getting your customers to leave reviews for your business, you’ll get more business, guaranteed. This sets off a chain reaction to in turn produce more reviews and more new customers.

    Don’t be afraid to ask for reviews and interact with customers. It’s the only way your business is going to grow and survive. Give the gift of communication, and your consumers will most definitely give back!

    How Online Reviews Impact Your Local SEO

    More and more businesses are realizing the importance of online reviews when it comes to promoting their product or service, but did you know reviews also affect your Search Engine Optimization? SEO is just as crucial to the promotion of a business in 2017 because it means a boost in your ranking. For example, if someone is searching for a hair salon there are many options. But if you have the best SEO, they’ll find you first.

    When you’re trying to beef up your SEO online reviews are critical to this process. Search engines love fresh user generated content, and customers love social proof. In fact, 90% of customers say their buying decisions are influenced by online reviews.

    Search engines like Google or Bing are in the business of creating fast and accurate search results, and the input from real people in the form of reviews is a great way to do this. In a recent study by Moz it was determined that reviews make up 10% of how Google and other search engines decide to rank results.

    Factors that can play into your business’ SEO include a variety of signals such as linking, keywords and categories, with reviews coming in before social media in terms of boosting your business!

    Google favors high-rated sites, and in a world where customers spend 31% more on a business with good reviews, you’ll want to get a review gathering strategy in place if you don’t already have one!

    A good way to do this is request that happy customers leave a review. If you’re selling online, include your request in a thank you email. At a physical store, create a flyer you can drop in a customer’s bag along with their merchandise. You can even create a landing page on your website linking to review sites for the ultimate ease of access.

    Review sites that will get the results you’re looking for include:

    Google My Business/

    Yelp

    Foursquare

    Citysearch

    YP.com

    Try the Review Handout Generator by Whitespark and Phil Rozek if you need an easy way to create handouts for your store, then wait for the reviews to start flowing!

    Asking for reviews can be a bit of a scary process, considering you can land on a customer who’s not happy with their interaction. But don’t worry—even negative reviews keep your business active from a search engine’s point of view, and as long as you respond to all negative reviews in a calm and professional manner, you’ll be just fine.

    Finally, on your quest for reviews, don’t be tempted into paying for fake reviews. This is considered fraud and you could be in big financial trouble for doing it. Not to mention, it’s just better to have legitimate reviews for your business. Even if they’re criticizing you, you can learn something from unhappy customers.

    No matter the size or type of business you run, online reviews are imperative to keeping it running successfully. So, go and gather reviews and see just how good the results are!

    Michael S.

    My firm was rethinking its marketing approach. Our revised plan necessitated a downsizing of the services provided by LinkNow. The LinkNow staff was very helpful in facilitating this change. There was no “hard sell” or other pressure trying to get my firm to maintain its previous higher priced plan. This was a relief and encourages us to look to LinkNow later when we are more appropriately positioned to use LinkNow’s higher priced site optimization/marketing plans.

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