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Takeaways from the Social Shake-Up: #HSonAir Episode 4

socialshakeup
In episode 4 of Hearsay Social On the Air, we discuss observations and themes from the Social Shake-Up Conference, which brought together speakers like Brian Solis (principal at Altimeter Group, @BrianSolis), Jeremiah Owyang (Founder of CrowdCompanies.com, @jowyang), Kim Celestre (Senior Analyst at Forrester Research, @KCelestre), and many other social media thought leaders to discuss the future of technology, social media management, and connecting with the global consumer.
The big question: is social media for business dead? You can probably guess the answer.
Listen to the podcast below and join the conversation on Twitter with @VictorGaxiola and @ronnykerr using hashtag #HSonAir.
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Welcoming Michael Lock and Mark Gilbert to the Hearsay Social team

Today, I am proud to welcome two extraordinary executives to Hearsay Social’s management team. Michael Lock (pictured at right), one of the founding executives of Google Enterprises and a Silicon Valley luminary, has taken on the role of chief operating officer. We are incredibly excited to start working with Michael, who has spent the past decade turning Google’s software for businesses, called Google Apps, into a world-renowned, $1 billion-a-year business.
Additionally, today we welcome longtime Microsoft Corporation veteran Mark Gilbert, who has been named the company’s vice president of product. With over a decade of experience at Microsoft leading product teams for System Center, Visual Studio, and Bing, Mark will be an invaluable asset to our own product team.

Hearsay Social Founders Clara Shih and Steve Garrity, COO Michael Lock, and VP of Product Mark Gilbert

Michael and Mark are world-class leaders and incredible technology visionaries who’ve created products that are used and loved by millions. Their leadership and breadth of enterprise product experience will drive transformational innovation for the social sales and marketing industry as well as Hearsay Social’s customers.
Forging their 30 years of combined experience, Hearsay Social is now uniquely positioned to pave the way to a truly social enterprise, powering every business-to-customer relationship on social media.
For more information, read the press release and see coverage in The Wall Street Journal.

Anatomy of the New Facebook Pages Brand Timeline

Note: All Facebook Pages will automatically transition to the brand timeline format at the end of the month. The following is a chapter from our how-to guide for the Facebook Page Brand Timeline Redesign, a free resource featuring everything you need to know about the new social marketing tools.

The number one thing to know with the new Facebook Pages is that this is the page users will see when they visit your brand on Facebook. No more fan-gating and no more auto-redirecting users to custom-created tabs. This is it. So it’s important to understand each individual component and the part each plays in the whole picture.

  1. The cover photo is easily the most visually striking element of Facebook’s new brand pages, and you can bet that it’s the first thing any user will notice when they visit your page. Images uploaded as covers must be a minimum of 720 pixels wide.
  2. Layered above the cover photo, the profile picture is the second most important visual element of the timeline. Many brands will find this to be the perfect place for their logo, especially since this is the image which users will see alongside your posts in the News Feed. Your page name will appear in plain text to the right of this photo.
  3. Directly underneath the profile photo is the about section, where you can share basic information about your business, like founding year, contact information, location, and any other general info.
  4. To the right of the about section are the app buttons, which replace tabs from the old Facebook Pages. Only four of these buttons are displayed automatically, and the first of these is reserved for Photos. The other three, and any others made visible by clicking a small arrow on the right, can be customized by the business page administrator.
  5. The Facepile displays all the people who have liked your brand’s page. If a visiting user has friends who have already liked the page, then those users will be displayed in the Facepile first.
  6. Timeline
    a. Post: The blank box on the top left side of the timeline is an ordinary input box for you or your fans to post a status update, a photo, or any other content to share on the timeline.
    b. Just like on the Facebook Wall of old, the actual timeline displays the newest posts at the top and older posts as you scroll down. One nifty innovation of the timeline is that it displays fewer posts the further back in time you go, so that it’s easy to learn about a business’s whole history in one quick overview. Add compelling content from your early years for those users savvy enough to explore your past!
    c. Pinning holds a status update, photo, or other piece of content of your choosing to the top of the timeline for exactly seven days.
    d. Highlighting extends the width of posts across the timeline, making them more clearly visible as users scroll down the page.

Now that you’ve read this chapter, read the full how-to guide for the Facebook Page Brand Timeline Redesign. Learn about the new rules for cover photos, how you should transition from the wall to the timeline, and other digestible tips for creating the best possible business page on Facebook.

Hearsay Social for Google+ Pages: Manage your corporate-to-local brand on the big four networks

This morning we are delighted to announce that Hearsay Social now supports Google+ Pages, allowing Hearsay Social customers to effectively manage multiple local business profiles on Google’s social network for the first time.
Since the launch of Google+ Pages last week, our customers have expressed interest in using Google+ and its Circles feature to grow their brands and books, and deepen customer relationships. Customer feedback is critical to driving our platform roadmap, so we jumped on the opportunity to partner with Google+ to fulfill those requests. This morning Google+ announced that Hearsay Social was selected as one of just a handful of industry leaders for the trial API release and partnership.
Our brilliant engineering team has worked diligently to ensure that Hearsay Social’s core product modules are supported in Google+ from day one:

  • Hearsay Social Content Publisher for scheduling posts and campaigns across brand and local pages
  • Hearsay Social CRM for deepening local customer relationships
  • Hearsay Social Compliance Module for FINRA and SEC compliance and infraction monitoring (used by financial services customers)
  • Hearsay Social Analytics to roll-up metrics across every brand or local page

When Google+ first rolled out a public beta over the summer, several forward-thinking organizations built company profiles–but these were soon shut down by Google+ because it was not yet ready for non-individual users on its network. Last week the social media-savvy companies returned, but this time their profiles were allowed and encouraged.
Here’s our Hearsay Social Google+ Page:

Be sure to circle us and we’ll return the favor!
From driving brands to embrace local pages, to integrated social media campaigns and customer segmentation through Google+ Circles, we affirm our commitment to keeping your organization at the forefront of social media innovation.
Additional resources:
Announcing Hearsay Social for Google+ Pages, Corporate-to-Local Management for Top Brands
Five things the biggest brands need to be doing on Google+
Create a Google+ Page

Be a spooky company: use your customer data to be scary helpful

Social media can be both a blessing and a curse:  the proliferation of readily available customer data has given marketers more to work with than ever before, but it’s hard to sift through so much. The problem is so pervasive that data management could very well be the one thing in our era that makes or breaks companies, whether they’re tech-focused or not.
Hosted in Denver, CO, Defrag Con is an event focused on big data, social media, and enterprise software. It was a perfect opportunity for me, Hearsay Social’s local data-monger, to meet with others from the industry and see what they are working on.
Most of the talks involved boring (exciting!) stuff like API integration and Hadoop that only the super tech savvy will care about. There were, however, a few takeaways that I would like to share because I believe they will affect how we think about enterprise social media in 2012:

  1. Social businesses should be spooky, not creepy
    What is the difference? Creepy companies have a lot of data on their customers but don’t do much with it. Spooky companies, on the other hand, use what they know to become so helpful that it’s scary! We should use the knowledge we have about our customers to tailor their experience with us. We should combine our business records with their profiles to make become more helpful than ever before.
  2. Data isn’t the same thing as common sense
    While some things we learn from data might seem obvious, things always seem obvious once we know them. As we continue to adapt how we engage our customers on social media, let’s not forget to keep an eye on the data. Maybe Wednesday is a good day to post for some industries, but things might be different for you.
  3. Data and computers are growing, but there are still only 24 hours in the day
    As we gather more data than ever before and crunch it faster, we can easily hit data overload. The key to success isn’t more data, but more useful data. Drawing simple actionable insights from data should always be the goal.

Do you keep an eye on your social media data? Have you ever felt data overload? Let me know – leave a comment below.