Facebook Changes

2015 Facebook Changes

2015 Facebook Changes

As we progress into the New Year, I thought it would be appropriate to discuss changes in Facebook’s posting policies. These policy changes reflect tweaks to Facebook’s algorithm that determine what posts to display to followers and fans. Facebook’s announcement limiting content deemed “too promotional” can possibly have you seeing an even smaller reach than the previous 3%-6%. One could argue that this is just another ploy to suck in more paid advertising, but that is a topic for another article. Here are three tips on how to make Facebook’s new policies work for you.

After running user-surveys, Facebook concluded that these three traits make organic posts feel too promotional:

  1. posts that solely push people to buy a product or install an app (“Click here to buy my product!”),
  2. posts that push people to enter promotions and sweepstakes with no context, and
  3. posts that contain the same content from paid ads. (Some people who buy ad space will often re-post the ad to their Facebook pages. Don’t do this!)


Facebook Tiger
Facebook Puzzle


So how does one promote under the radar of Facebook’s “no promo” policy?!

  1. Add context to your promotional content.

Gone are the days when you can make a post that simply reads “Click here to buy my product!” and have it reach 90% of your target audience. To reach your fan base, your posts will need some thoughtful context and personal touch. Include a back story or have relate it to a personal experience. For example: “Networking can be an intimidating endeavor for even the most connected people. This has led me to create a quick and easy guide on how to break the ice and grow your contact list.”

  1. Use Facebook to funnel leads into your email list.

If you can’t post, email! Not only are emails not regulated by Facebook, they come across as more personal.

  1. Build your reputation with Facebook.

Your post engagement and reach are in direct relationship with each other: As your posts receive more likes, comments, and shares, Facebook will sense that you are posting relevant and useful content; the more relevant and useful the content seems, the more people Facebook will show it to. Post Planner is a nice little Facebook plugin that provides a bank of motivational, inspirational, and humorous quotes and images that have garnered sizable engagement. By regularly posting non-promotional material with a high engagement score, you improve your reputation with Facebook. When the time comes to make a real promotional post, your reputation will help increase the chances of your post being seen.

How do you feel about this new policy? Do you have any tips or tricks? Share your thoughts with me below!



The Ultimate Cheat Sheet on Hyperlapse

Ever since its launch in late August, people and marketers alike have been rushing to capture life and their products in hyper speed.  Since this is still fairly new to most people, I wanted to give a brief overview of what Hyperlapse is, and a few tips on how to master this new media.

What is it?

Some of you may have already seen some of the creative (or downright terrible) time-lapse videos to come from this app.  Hyperlapse is the new video app from Instagram which allows you to record something and then play it back as fast as 12 times the original speed – no fancy video camera or software needed.  The app is available on both Android and iOS devices, and the videos you create with this app can be exported to a multitude of platforms – Instagram, Vine, YouTube, and Vimeo.


I will spare you the technical details, but basically a Hyperlapse is a video playing in fast-forward.  What this means is that if you want 15 seconds of video at 12 times the original speed, you will need to capture 180 seconds of original footage.  Below is a breakdown of how long your video footage needs to be in order to successfully upload to Instagram or Vine.  Both media platforms have a limit to video length; Instagram being 15 seconds and Vine being 6 seconds.

Instagram (you need x length of footage at y speed):

1-15 Seconds 1x
16-30 Seconds 2x
31-60 Seconds 4x
61-90 Seconds 6x
91-120 Seconds 8x
121-150 Seconds 10x
151-180 Seconds 12x


Vine (you need x length of footage at y speed):

1-6 Seconds 1x
7-12 Seconds 2x
13-24 Seconds 4x
25-36 Seconds 6x
37-48 Seconds 8x
49-60 Seconds 10x
61-120 Seconds 12x


Now that you know how much video footage you need, it’s time to figure out what to capture. You are only bound by the limits of your creativity, but if you need some help getting your creative juices flowing it’s best to treat Hyperlapse like Snapchat.  Capturing unique and/or exclusive content is your best bet. To give you an idea of what other marketers are doing with Hyperlapse, take a look at some of these popular videos.

Want to walk around the White House? Take a 15-second tour right now! #Hyperlapse

The White House (@whitehouse) tarafından paylaşılan bir video ()

Creating with #hyperlapse is going to be a lot of fun. Well played @instagram #ants

A video posted by Jake Hiller (@jmayerhiller) on

Another tip is to vary the types of motion and panning in your video. The app has a really nice movement stabilizer. Lucas Perlove, of Shutterstock, made this Hyperlapse from the Brooklyn Bridge to illustrate just how great this feature truly is:

I was determined to get some lateral tracking into this shot. #brooklynbridge #hyperlapse A video posted by Lucas Perlove (@lucasperlove) on

Once you have created your stunning video, it’s time to upload it. The app allows you to share directly to Instagram and Facebook.  I recommend uploading to Instagram as you can edit your video and add filters to take your Hyperlapse to a whole other level.

Feel free to tweet me your creations @Tom_Castronova!


How to Stay Ahead of the Facebook Changes

As many of you may know, Facebook recently updated the algorithm it uses to determine what gets shown on people’s news feeds. This may not be news to the seasoned marketer, but I wanted to briefly go over the impact of these changes and how to stay ahead of them for those less experienced with social media marketing.  These tips will help maximize your initial organic reach, but if the content you are sharing is not engaging then it won’t matter what you do.

The First Change:

 “We will take into account time away from Facebook after clicking a link, or whether they come straight back to Facebook.”

We have all fallen victim to being “Click Baited” by amazingly catchy titles only to find an irrelevant article.  Facebook is now looking at how much time you spend on the article you clicked on.  The basic premise here is that the longer you are away from Facebook, the more engaging the content is because you are busy interacting with it.  Since the behaviors of our readers are largely out of our control, the only real thing we can do here is to make sure we are producing quality, engaging materials that will resonate with our followers.

The Second Change:

“We will prioritize showing links in the link-format, and show fewer links shared in captions or status updates.”

This is a big change to how we post our content on Facebook.  As you all know, Image-type posts have always been weighted more highly than all other forms of posts prior to this change.  Facebook has decided to give posts without embedded links the top priority when determining what shows up in someone’s news feed.  What is link format exactly?  Link format is that preview of the link you pasted onto your Facebook; you know, that pretty blurb below your post?  If you are still unclear, go to Facebook and start a new post on your page.  Once there, paste in a link to your website and you should see a preview generate after a few seconds.  That is link format.

Facebook took it a step further, however.  It’s not just link format that is king now, it’s non-embedded link format!  I know some of you are probably starting to break out into a cold sweat, but don’t worry!  This is as simple as hitting your delete key.  In order to turn your Facebook post into non-embedded link format all you need to do is delete the link once the link preview has generated.  Just in case some people need to see what I am talking about visually, here you are:


Facebook Right and Wrong

Facebook is always evolving, and it can be daunting to keep up especially if you are a small business owner.  Hopefully you will find some value in these tips, and can put them to good use.  Feel free to comment on any other tips you have found to be effective since the latest changes.  As always, you can Tweet me @Tom_Castronova with any questions!


#Awesome Hashtag Advice

#Hello readers! Get ready for the #ride of your #life! Ok, maybe it isn’t the ride of your life. I could be #fabricating that a bit. However, this installment of #SMO is quite important to you #savvy #socialmedia users. If you haven’t figured out what the topic pertains to, then maybe you need a refresher course on social media – you can find my previous post here. We will be discussing hashtags and how to use them in a skilled manner. I will be offering up some suggestions from this article I stumbled upon, as well as some best practices I have found.

Before Twitter, most people understood # as a pound sign on a phone. There really wasn’t a use for it beyond that. However, social media has taken it to a new level. You can now use the hashtag to search for the hottest news or trending topics. It can be used to create a marketing platform for basically free from a personal computer, smartphone or tablet. The hashtag can even be used to sell a product to someone halfway across the world, or voice opinions to global leaders – all by hitting Shift and 3.

As stated in a previous article about optimizing your social profiles, certain actions can have positive and negative effects on your presence. Regarding hashtags, here are a couple poor practices and a couple good practices with Twitter:


  • Leveraging trending hashtags without tying back to your products

A hashtag is used to contribute something to a popular topic, mainly for the purpose of exposure. It is smart to jump on the topic hashtags (ex: #tbt, #superbowl); however, you must have an end goal. In an attempt to capitalize on a trending topic, a British furniture store failed miserably.  The company posted the following, “Our totally desirable Spring collection is now 20% off! #iPhone” A post like this is pointless, and makes the store look incompetent. If it doesn’t make sense, no one cares.

  • #Using #too # many #hashtags #in #your #posts

Too many hashtags results in a poor response rate, and cries out desperation. A study by Statista found a direct correlation between user engagement and hashtag use per Facebook post:



All in all, one to two hashtags is where you get your highest pay-off. Less is more, people!


  • Create hashtags that mirror your brand, and give people reasons to use them.

The real benefit of a hashtag is creating and building your own brand. Creating something unique can have a more resounding effect. Audiences will tie that tag to your brand.

  • Use a handful of targeted, keyword-driven hashtags.

Quality is better than quantity. If you can create something original, you are able to resonate better with your target audience. Build that community, and your product/service/brand will sell itself.

Well, this is the part I hate the most. As Semisonic once said, “Closing time, you don’t have to go home, but you can’t stay here”. Happy #tweeting!

How Top Brands Use Twitter

How Top Brands Use Twitter

Hello, and welcome back to another edition of Social Media Optimization. It is time to transition from the general idea of SMO to a specific tool prevalent in today’s Social Media world, Twitter. Let’s focus on the top brands that use this tool most effectively.

Twitter is one of the top tools we use here at Sutherland. We have begun using best practices to figure out how to improve our presence. This article uses an in-depth study to outline some of the top brands active on Twitter. Here is a graphic to put things into perspective:

Twitter Account Details

As you can see, most of the top brands on Twitter are top brands in general. Everyone knows what McDonald’s, Pizza Hut, and Google are. These companies had extraordinary brand awareness before Twitter was invented. They leverage Twitter as a powerful tool to market themselves.Some do it better than others:

  • @eBay has mastered total engagement, which is basically what your audience does for you and how you interact with them. The sum of all sums. The end-all be-all.

o   Key – engage with your audience.

  • @MTV is amazing at gaining followers. It is normal for celebrities to have followers in the eight digits, but MTV has done an effective job of getting people to latch on. One reason why is that they also follow a lot of people (29K), so it’s a give and take.

o   Key – follow, be followed!

  • @pizzahut tweets all of the time. If you are sending out 34,000 tweets over three months, that’s 333 tweets per day! The sheer volume alone will attract people, no matter what you are selling or who you are.

o   Key – Tweet. Tweet. Tweet. Can I say it more? Tweet!

  • @nokia has a great ratio of total tweets to @replies tweeted.

o   Key – Try to respond to every question, answer, and more!

  • @Disney does an amazing job of posting links (95%) along with every tweet. Tweeting links gets a huge response and boosts engagement rate. It gives people a reason to want to learn further about your brand.

o   Key- Give the people reason to respond. Make it showy and flashy. People like shiny objects!

The big key is being engaged with your users. A quote from the article says, “While top brands are dedicating resources to brand promotion, many aren’t engaging with users in a one-on-one capacity”. They try to push out their own content, and assume people will follow. This is the wrong approach. Recognizing the efforts someone has taken to reach out to you makes all the difference in the world.

I hope you have enjoyed this week’s edition of SMO and our take on the Social Media tool, Twitter. We will see you next week!

80/20 rule

The 80/20 Rule

Hello, and welcome to the latest edition of Social Media Optimization! I hope you have found the previous articles to be informative, influencing your return! If this is your first time visiting, I appreciate your interest. The topic of discussion is based upon an extremely interesting article that I am happy I stumbled upon.

If you have ever worked for a company with some kind of social media presence, or pushed out content on your own personal account, you may have run into the issue of not knowing what to post. This issue is in regards to content that is yours and content that is not yours. Have no fear, we have the answers here! Wow, I did not mean to rhyme there. Apologies folks. So yeah, back to the content breakdown.

The history of the “formula” dates back to before social media was even a thought, and lies within the field of Economics. In 1906, “Vilfredo Pareto, an Italian sociologist, mathematician and philosopher, discovered that 20% of the Italian population owned 80% of the land. This proportion was repeated in many other countries and many other daily life aspects, such as power distribution, material wealth, etc.” If you know your history, this had the early markings of fascism.

This concept continued to grow throughout the 1940’s. Dr. Joseph Juran “found a similar percentage in Quality Management. He established the difference between the ‘20% vital few’ and the ‘80% trivial many’. In his experience, managing quality standards, 20% of the defects caused 80% of the problems and complaints from clients”. Translated into business terms, 80% of total business comes from only 20% of the total customers. Interesting to think about, huh? If you have a product and ten people buy it, you should have only spent your time and resources on two of those people! Their continued support will be good enough to produce results for the others.  It breaks down to this simple concept, “80% of your outcomes come from 20% of your inputs”.

Now we have to do a little math. I bet you didn’t think we would be doing that in an SMO article! 20% of your content will make 80% of your revenue, so only 20% of your content – whether it be on Facebook, Twitter, or any other social site – should be for “sales purposes, self-promotion, lead generation, and advertisements”. The remaining percentage should consist of content to promote others, show data regarding the industry, and answer questions.  Also, this is when you should work to curate your own content regarding your brand.

No one wants to only hear about how awesome you and your company are. You will seem more real and genuine if you sing praises to others, provide valuable feedback, and gauge the interests of your audience. I sincerely thank you for taking the time to read this.  Keep on tweeting, sharing, liking, and posting!

Principles of SMO

8 More Principles of SMO

Hello, and welcome back! We are glad to see you are interested in learning more about Social Media Optimization (SMO). If you missed last week’s article, or any previous postings, you can check out our archives section. This week’s installment is the continuation of an article by Peg Fitzpatrick. We are going to be breaking down the remaining eight principles of SMO. Let’s dive right in!

  • Influencers– Identify key influencers to foster connections with.

This is a great area to point out because in order to build some credibility with your readers, you need to point out the innovators that have taken nothing and turned it into something. Influencers come in all shapes and sizes, and with different backgrounds. Luckily for you, we have a section titled “Leadership” available! These articles pertain to leaders of the past, present, and future – industry or non-industry related.

  • Communities– Existing communities can expand your reach.

Let’s face it, when you are writing for a blog, or creating original content, you probably aren’t reinventing the wheel. There are cases where this is true, but is more likely that you are modifying and improving its capabilities. Use the resources that are at your disposal. Find people who have written content before, and ask them questions. Post your ideas and content in order to acquire some useful feedback. Don’t be afraid to take chances, and understand that everyone is a critic. If you are confident in your work, these communities can help you spread the word and create a following.

  • Reputation– Build a personal reputation & brand, as a reliable source.

A quote by Baltasar Gracian, a Spanish philosopher, sums up this topic very well. He said, “A single lie destroys a whole reputation of integrity.” Being untruthful just once can really harm all of the work you have done in the past to build trust. Be truthful in your writing. Don’t try to fabricate your content with fluff. Tell it like it is, and be proud of what it stands for. You are representing yourself, your organization, and your brand. As my mother always said, put your best foot forward.

  • Engagement– Tag-Cite-Reply-Comment-Proactively Engage.

When I came across this bullet, my eyes lit up. My title here at Sutherland Global Services is Talent Engagement Strategist – keyword: Engagement. I am all about building a buzz (no pun intended!) How are you ever going to know your audience if you don’t talk to them, or read what they have to say? Being in tune with your target audience is vital to the success of your content. Bottom line: if they hate your work, they won’t read it.

  • Authority– Become a notable authority in a field of expertise.

This step can be one of the more difficult ones to accomplish. I will admit, I don’t know everything about SMO, but I feel that based on my knowledge, skill set, and industry, I can provide enough insight to be one of the leaders for the company. When you are producing original content, you need to make a mark. Every idea may not be your own, but every opinion should be.

  • Leadership– Lead with original ideas, be a Thought Leader.

This idea is very similar to Authority. Be able to create your own voice, adding your opinions and original thoughts to the work. Don’t be afraid to put yourself out there.

  • Social– Be sociable, try to visualize & reach the individual person.

Hi. How are you? Are you still reading? How is your day going? Really? You don’t say! This example shows, and justifies, the idea of individuality. I want to talk to you, and have a conversation. I want to show you cool things, in this case, about Sutherland. I want to show pictures, videos, and more.

  • Media– Learn to master the media platforms you need to reach.

If you are reading this article, you could be reading it on our blog. You could have found the link on one of our Facebook pages. Maybe you saw the link on Twitter. My point is that this content is available everywhere. If you want to create something similar, you need to understand the tools to grow and gain an audience. There are new social media tools available every day. Explore them. Know them. Get to be an expert in them. It will help you in the end.

  • Optimization– Target, optimize content/keywords integral to SMO.

Hopefully, by this point, you are still reading and enjoying the article. This last step is what you see in the title. The best way to go about SMO is by conducting research and exploring options. Try different keywords, and look for articles linked in other articles. Find your audience, and make it blatantly obvious you want them to read this.

Again, thank you for taking the time to read this, and stay tuned for the next installment of Sutherland’s Social Media Optimization!


Optimize Prime your Social Profiles Part Deux

Hello, and welcome back to Social Media Optimization at Sutherland! It’s another fantastic week in the world of BPO. This week’s article will be a continuation on how to optimize your social profiles. We will specifically look at the other sites listed in the previous article, Google+ and YouTube.

It has already been stated that companies fail to optimize their pages properly to gain the most exposure. Google+ is something Sutherland has attempted to leverage because we realize its importance. Here are some tips:

  • Page Title Tag: It has been said that Google isn’t as lax about the use of keywords in your page/profile name, so stick with using your actual company name.

Don’t try to get fancy with this. Keep it simple and professional. Think of it in terms similar to LinkedIn.

  • Page Meta Description: The ‘Headline’ and ‘Introduction’ fields act as your page’s meta description in search, so once again be sure they include the use of keywords.

Use a catchy tagline like “Welcome to the official…” or “The official page of” and include the full title of the company. Any other keywords that could fit specifically to your industry might be helpful as well. For something like Sutherland, we might use: BPO, social media, etc. to promote ourselves.

  • Inbound Links: Google+ pages present the option to embed links within your profile’s introduction, in addition to the ability to feature numerous “recommended links”. This can be a great way to drive traffic to your site, blog, and other social media profiles.

Use what is provided. Be as visible as possible. Promoting your other social media sites on here is a great, organic, inexpensive way to grow. It shows your company is willing to be everywhere and anywhere to gain an audience.

The last profile we will be looking at is YouTube. This is something we haven’t used yet to our full advantage. If you were to search Sutherland Global Services on YouTube, you would find videos of our company being featured on news sites or corporate videos explaining our industry. You probably won’t find videos showcasing our culture, environment, and our employees. This is something you should take action on. You can also do the following steps:

  • Page Title Tag: Knowing YouTube is owned by Google and Google’s position on the use of keywords in your profile name, it’s best to stick with your company name which acts as your page title tag in search. This will also ensure people will find your channel when they search your company.

This is very similar to what we advised you to do on your Google+ page. Don’t leave any stone unturned.

  • Page Meta Description: Your channel description acts as the meta description.

You can most likely copy what you used on your Google + page word for word. It will be easy, it keeps a similar voice, and cuts down on time spent on it.

  • Inbound Link: Once again, this is a no-follow link but it’s worth adding for potential referral traffic.

I am going to steal what I wrote from before. Use what is provided. Be as visible as possible. Promoting your other social media sites on here is a great, organic, inexpensive way to grow. It shows your company is willing to be everywhere and anywhere to gain an audience. This repetition starting to make sense?

  • Keyword-rich Copy & Tags: As you build out the profile on your channel take the time to work in target keywords.

This is your chance to be fun and creative. Make your company’s voice heard. Use slogans, taglines, and previous proven keywords to showcase what kind of company you are. People are watching your videos because they are obviously interested in your company, a product you sell, or possibly a career. Make it fun, exciting, and desirable.

  • Optimized Video Postings: Similar to every post on Facebook or tweet on Twitter, every new video post on your channel should contain an optimized title, description, and appropriate tags.

Attracting people’s attention can be a difficult task, but it is feasible if you use the right words. Understanding what people are looking for is key. Try searching what you think the search terms should be for the video and see the results you get. You should have your answer. Keep trying until you are successful and can be seen.

Thanks for taking the time to read this week’s take on Social Media Optimization! Until next time, keep tweeting, liking, and sharing!

SMO - Optimize

Optimize Prime Your Social Profiles

Hello and welcome back to Social Media Optimization at Sutherland! It’s great to see you again and we’re very happy about your continued interest in this topic. This week’s topic looks specifically at how to optimize your social profiles. I found this article and would like to explore the most popular sites: Facebook and Twitter.

When it comes to optimizing a work-specific page, a lot of companies fail to do the simplest things. Some companies can do no wrong because of the strong brand that they represent. Other companies need to be super-strategic in what they do because their brand may not be as strong, or they aren’t necessarily selling a product. These tips were pulled from the article:

Page Title Tag: similar to the page title tag on one of the pages of your website, search engines pull the main name of your Facebook page as the page title tag. Although you can work keywords into your page name, it’s best practice to establish the branding of your page with your official company name.

This would be like Sutherland creating a page that says Sutherland India instead of Sutherland Global Services India. The first option could represent anything. A lot of time names are the same in similar industries. You have to distinguish yourself.

Page Meta Description: the ‘About’ field on your Facebook page acts as the Meta description for your page, so it appears in search directly below the page name. This is your opportunity to describe your page with the use of some target keywords, keeping in mind you have 140 characters to do so.

I have seen in a lot of pages that leave this completely blank. That is the worst thing you can do! At least put something in there so you can be searched. Using keywords regarding your brand, marketing, identity, and more can bring in the right crowd.

Keyword-rich Posts: every time you make a new post on your page you have an opportunity to work in the use of target keywords, so ensure your posts are always keyword-rich without going overboard.

Graphics definitely capture more clicks, engagement and a bigger audience. However, text can be just as effective. Doing your research and knowing your audience can help you effectively post the correct message.

The other social network I will cover is Twitter. You can have a bit more fun with this platform. Space and characters are definitely limited, but like Tim Gund says, make it work!

Page Title Tag: companies most commonly use their formal company name for their Twitter profile/username, which appears as the title tag for the profile in search, but some have chosen to also work in the use of keywords with their company name if they’re available.

When you have a company account, you want to represent the company as best as possible. Having the correct name is the first step. Any type of personal accounts allow you to be fun, but otherwise stick with the right, correct name.

Page Meta Description: the ‘Bio’ field on your Twitter page acts as the Meta description and is the best place to optimize with a keyword-rich description for your profile.

This is very similar to the about field on your Facebook page. Using the correct keywords, messages and info is crucial. Use the KISS method, keep it simple stupid.

Inbound Link: Although it’s considered a no follow link, make sure you include the link to your website or blog, which can be good for referral traffic.

You could been reading this article right now as a result of us posting our blog on our Twitter account. You don’t know where people will be coming from, so hitting up as many avenues as possible is key.

Keyword-rich Posts: the same rule applies here; every time you tweet is an opportunity to work in the use of target keywords.

Having 140 characters makes it difficult to post some of your content. That’s a given. It doesn’t mean you shouldn’t try. What’s great about Twitter is that if you post something that isn’t super-catchy, it goes away immediately. You can try again and be more effective. It doesn’t have the shelf life of Facebook.

Stay tuned for next week’s conclusion of the article!


Arouse Your Audience With These Awesome SMO Tips

Glad to see that you are back!  In this post, we are going to begin to gather some insights and break down the new principles of SMO. In the previous post, we spoke of some introductory notes on what SMO is and how it’s done. This article plans to take SMO to a whole new level, giving you tips and insights, and citing examples from Sutherland Global Service’s social media accounts and our blog.

I found this article by Peg Fitzpatrick in which she introduced a whole new group of terms to better define SMO. We will break down the first eight terms listed and show an example of how Sutherland is completing this and how you can incorporate it on your page.

  • Create – Maximize your creativity with original, quality content.

This can be the biggest challenge for any company beginning the quest of pushing out content. Our team here found that this was the biggest challenge that we would face when our social media accounts were created and promoted along with the blog. However, if you are reading this current article, you are reading original content! The varying topics that we offer allow our creativity to range from industry related articles to culture overviews to just plain fun and interesting reads.

  • Relate – Create relatable content, or make your content relatable.

Our industry is very unique. Not everyone has heard of a BPO company so for us to create content for you the reader, we need to be able to give you a basic understanding of our industry. Through our BPO, Industry Leaders and Culture articles, we are able to showcase this amazing business to you.

  • Captivate– Fun and interesting content, stand out from the noise.

With topics such as #TBT, #FF, Day in the Life, Listicles and more, Sutherland is able to deliver unique and exciting content that can be enjoyed by the employee as well as the interested pool of talent reading this current article.

  • Arouse – Arouse an emotion, it is the constant of all viral success.

When creating content for SMO, you want people interested enough to say “Yeah, I agree with that. Here’s why….” Or “No, that is completely wrong. Here’s why…” Evoking some kind of response is what you want. Engaging people can be so beneficial to your company’s pulse on the general atmosphere, and it can give you a scope of what people on the outskirts are saying.

  • Enjoy – Have Fun! All the most popular media personalities enjoy it.

This is one of the coolest things, in my opinion, that Sutherland has produced where it relates to original content. Never before has Sutherland had this type of open content readily available to the public. It gives you a bird’s eye view of the company make-up. If you were to follow any large organization or corporation, they have content being generated daily and they want to make it fun. We want your feedback on this as well.

  • Share – Seek shareable content, Reciprocate sharing with movers.

This is so vital for us to be recognized. If you are reading this now, it is probably on one of our many social media accounts. It has been shared from our blog, which in turn, allows you to share this to your own personal social accounts. Please share it! Share with your friends! Share with your family! Share it with your dog! Ok, your dog won’t be able to read it, but you get the idea.

  • Acknowledge – Acknowledging others encourages engagement.

Thanks for reading this. See? How simple was that? By thanking those who take time to read your tweets, share your photos or like your statuses, it humanizes this idea of that imaginary wall that separates US from YOU. We want to get to know you, your personality and what you want to read and enjoy.

  • Contribute- Find ways to contribute desired value to audience.

This final section ties into what has been previously stated. We want to be able to produce content, get reaction and then be able to add our input to what you are saying. You are the voice of Sutherland. We want to be there for you. Thanks for reading this and make sure you stay tuned for part II of this article.

Social Engagement

SMO vs. Engagement

Hello and Welcome! We hope you have enjoyed the previous articles regarding Social Media Optimization (SMO). I mean, you are back reading again so we must be doing something right, right?

This week’s installment is inspired by this article I found: SMO vs. Engagement. This is a topic I have wrestled with myself. When I began with Sutherland and with this team, we were very unsure of how we were going to attack social media and the idea of engagement. Our company presence wasn’t very strong, so we had to start from the ground floor up. I wish I had this content when we started our plan.

If you haven’t read any of our previous publications, I will provide a quick definition of SMO for you. The key to SMO “is understanding your audience, and listening to them. By listening to them, you can figure out which content is most likely to resonate. The right content to use will depend on what social media platform you are using”. For example, we have a corporate Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Google+ accounts. A job posting we place on LinkedIn might not be the same as a posting we want to create for Twitter. A contest we run on Instagram asking for the best photo of your typical day at work might not translate well on Facebook. Knowing your tool and your audience is essential to success.

With SMO, it is also important to know when you should be posting content. Analytics can tell you which times are most likely to be effective. The general rule of thumb which I have seen is anytime between 12-3pm local time and after 9pm local time. Also, people have more free time on the weekends. I know I am all over social media on the weekends, looking up cool recipes, interesting stories and breaking news.

Engagement is a whole different animal. It is a step further along the process than SMO. Sure, you want your website to be seen by as many people as possible. Don’t you want those people coming back, though? Or checking out your Twitter account, or LinkedIn profile? Yes, you do! Engagement is “sparking discussion among your followers and responding to their comment, or it could mean recognizing their contribution on your site and incorporating their ideas in your product”. You have to constantly be engaged. Whether it is 9am on a Monday morning or 12am Saturday night, you must be available to your followers.

Simple engagement methods can go a long way. Acknowledging comments or questions is an easy start. Creating an authentic voice for the company, product, organization, brand, etc. can have a huge impact in generating conversation. People just want to be heard. Taco Bell does a great job of answering people on their Twitter account. Their responses are witty, timely and engaging.

Simply put, these are different ideas, but they must work hand in hand. Thank you for reading this. Until next time, prosper and live long, or may the force be with me. Something like that…

Social Media Optimization

Why Social Media? Why Not!

Hello, and welcome to my first article pertaining to Social Media Optimization! Now you are probably asking yourself: What is Social Media Optimization? That is a great question. Our goal with this topic is to educate you in the world of Social Media, so why not start at the beginning?

Social Media Optimization, or SMO, is defined by webopedia as “the process of increasing the awareness of a product, brand or event by using a number of social media outlets and communities to generate viral publicity”. Simply put, we want people to see what we are showcasing. In this case, we are showcasing Sutherland Global Services. It can be harder to understand what we are showing because we are not selling a product. Instead, we are promoting an opportunity. We can achieve this by using social media.

SMO is still in its rather early phases. Think about it: Social media as a whole really began in the late 1960’s with the launch of the Internet, and in the 90’s the launch of the World Wide Web by Tim Berners-Lee. In comparison to other ways of promoting/marketing (advertising, television, newspapers, radio), it is still very young. With the launch of Blogger in 1999 and similar tools shortly after, the ordinary person suddenly had a voice that could be sent to the masses. In 2003, we began to see the launch of social media tools. Everyone remembers MySpace and the early days of Facebook. These platforms were used to connect with long-lost friends, classmates, family, or maybe the occasional celebrity. Now, social media has morphed into something more powerful. Businesses and organizations have to hop aboard the social media engine, or end up lagging behind (no pun intended!).

There are really two keys when it comes to SMO. These can be taken and applied to almost anything. Whether it is promoting a product, an event or a business, these keys are vital to a successfully executed strategy. Here at Sutherland, we have already started applying these key concepts on social media. These keys ask you to think about:

  • How interesting your content is; and
  • How easily shareable you have made that content across a variety of networks. (Tobin)

Step one talks about interesting content. You will see in future articles, postings, information, etc. that we will look to spark your interest with great content. The content will include job tips and tricks, news about social media, fun events detailing the culture of Sutherland and much more. These examples are just the tip of the iceberg.

Step two touches upon how readily available your content is. The good news is we are starting to explore just about every major social media platform, and our content will be shared on all of them. We want to give you as much exposure to the company as we possibly can to improve your application experience, enhance your time here at Sutherland, or even just share some fun facts to lighten your day.

I hope you have enjoyed reading the first step in growing the voice of Sutherland Global Services. This information can be applied to your own personal social media growth as well. Happy Posting/Blogging/Tweeting everyone!