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Details of Posting on Social

Lesson 36 from: Developing a Social Media Strategy for Photographers

Colby Brown

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Lesson Info

36. Details of Posting on Social


Class Trailer

Class Introduction


Ages of the Internet


What is Social Media?


Social Media by the Numbers


How Social Media Changed the Photo Industry


Social Media Myths


Finding Value in Social Media


How does Noise Effect Social Media?


Lesson Info

Details of Posting on Social

The idea is that information is key, and we're just talking about that idea, the idea that you're using statistical information based on your experiences and based on the information provided to you, which we're going to talk about in this section to make informed decisions, informed decisions about what type of content's working for you, types of day that are working for you, what type of your messages are working for you. All this type of statistical information, or a lot of, it is provided for you on the platforms you're using. Some more than others, but they're all valuable. And most people don't pay attention to any of these numbers, and it's really a shame because they give you a lot of information. They don't give you everything. You still have to put two and two together, but they give you a lot of information. So they help you determine the best time of day to post. You can sit there and look at an image, and you can look at your reach, your insight, and your engagements on so...

mething like Facebook, which, again, we'll talk about in a second, and you'll be able to sit there and look at it and say that, "Okay, I posted five times this week and four of those images or four of those posts did pretty average. This other post did exceptionally well." Why did it do well? Or maybe it bombed. So why did it bomb? Sometimes, when I post my marketing stuff, I forget, and I'm like, "You include the word free," like I did this morning when I was pushing out this class to Facebook. Facebook says, "That's not going to happen. We're going to pull that back." And so I didn't think about that when I was posting it, and all of a sudden, I was like, "Okay, now I see why I got a tiny fraction of the engagement which I should have had." So, statistical information is helpful to look back on what you've done to see what you should do, give you information, help you along. What kind of posts work great? Again, types of content, what are you sharing, where is it coming from, all the variables that we've talked about, the variables that determine the algorithms, where things are coming from, are you including URL links. Every single one of these variables are an opportunity for you to experiment to figure out where your algorithm is currently, and where your followers are at, and how you can achieve more, how you can increase that engagement and increase the reach on what your audience is interested in. Your audience might not be interested in whatever you're trying to share. So that might be a reason for it. So Facebook Insights, these are what you get when you have a Facebook page. You do not get this if you have a personal profile. This is the information that you get. You get reach, engagement, and clicks. So your reach is essentially how many people is the content that you're producing reaching. So looking at this view, this is actually one from a post that I had actually promoted. So you can see that there was 7,500 for organic reach, and as soon as I started paying for it, then there was 4,946 extra. Now, the campaign wasn't done. It was just getting started. So it's just ramping up, but it's showing me the difference between my organic, what happened naturally, and what I had paid for. Your engagement is just giving you a total number based on the reactions of people, the likes, the loves, the sadness, the wows, as well as the comments and the shares, just adding all those numbers up to give you a number because it's something that you can quantify comparably to your other posts. This can be confusing for some people. So you have link clicks, assuming you included a link, and this is essentially people that are clicking on the link to follow through, to go do something. And then you have other clicks, and other clicks are generally where people will click somewhere else on your photo or on your post. It could be to click on your name to go to your page, could be clicking on the timestamp to see the original post and everything that it was about. It could be that, if it was an image, they wanted to click on the image and see a larger view. It's kind of encompassing of any other type of click that would happen in your posts. But, again, all this information is quite handy. This is only for businesses, shows you reach, organic versus paid, shows you all the engagements, talks about the different types of links. They'll also give you negative feedback if you look at it from a desktop or a laptop on a standard browser, Chrome, Safari, whatever. And what that negative feedback is doing is telling you how many people said, "Unfollow this person," how many people said, "Don't show me any more content from this individual," because you have those options. And so if you post something that was too much, if you had too much marketing, you're going to find people...essentially the equivalent of unsubscribing from you. And, again, it's good information to know. Twitter Analytics Dashboard. Now, Twitter, surprisingly, gives you a lot of information as well. So, it's breaking things down for you based on the different offerings that they have here. So starting things, let's run through this first. Studying your tweet activity really helps you understand, obviously, which tweets are working for you and which not. So you have impressions, engagements, link tweets, retweets, favorites, and replies. Those are all the different types of engagements that can happen on a tweet. And it's kind of breaking a lot of these details down and giving you a bit of information to show you who's clicking on your images, who's checking them out, how much engagement you're getting, and breaking those really down, very simple form. And you can actually export this data and put it into a database, spreadsheet files if you are so inclined. It helps you discover the best time to tweet. There's probably other applications or other services that we'll talk about in a second that'll help string some of that data together for you. But, again, you can kind of study your own information, figure out what to do. It'll help you figure out what are your best performing tweets and why they are the way they are. Instagram, only happens with business accounts, and you really only get a little bit of information. You get impressions. Impressions are essentially the total number of times that your post has been seen. It shows you the reach, which is the total number of unique accounts that have actually seen your posts. So impressions can be counted duplicate. So if someone scrolls through their stream, comes back, goes back again, someone's gaming your system. And then reach is the unique accounts that are actually seeing it, unique Instagram users. And then you have your engagement, of course, which is the combination of your likes and comments, which are really the only two ways you can engage on Instagram. I hope at some point they bring more of this. I know they're starting just to bring statistical information to your life stories, which is great. But for now, this is all you get.

Ratings and Reviews

Giles Rocholl

This course is designed to help you develop a Social Media strategy if you are Photographer. I am a professional photographer with over 37 years of experience and although I know how to use Facebook and Instagram I didn't really understand how to use them to achieve business and personal goals. I started watching this course about 2 months ago and have just finished it due to work commitments. However I have put into practice his advice as I learnt new understanding and my following has grown rapidly. Also my work load and quality of assignment has increased dramatically too. It takes some brain rewiring to understand how social media has taken the place of many traditional media streams but Colby does an excellent job of painting a picture that helps hugely. The best thing about Colby's strategy is that it is real life, honest and something I feel I can personally and ethically live with happily. I happily endorse this course and recommend it.

Beatriz Stollnitz

I was very lucky to be in the audience for this class. Colby is an incredible instructor - he has the rare combination of being successful, knowledgeable and talented, but at the same time down to earth, approachable and genuinely willing to help others succeed. The content presented is actionable - I have so many ideas of things that I can do right now that can help my online presence! I can't wait to get started!

Rob Lettieri

I learned a few things I never knew...especially the whole inside scoop on LinkedIn....who knew??? Easy to listen to....a lot of deflection to later answers to questions...which would have made a director allow for less...why ask if you cant answer just then....and he says every question is a "great question" but it clearly isn't in a few credibility goes down...I understand positive enforcement for the millennials...but every question is not great. otherwise easy to follow and straightforward....

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