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Hi Giancarlo, I enjoyed your post and agree with most of it. At Locable we operate a variety of contests and sweepstakes with our local publishing partners (we call them our Affiliates) for local businesses as a promotional tool to connect with local customers. In some cases we operate them on Facebook and in other cases we run them using our own publishing platform on our Local Affiliate's websites.
We monetize these activities directly and the situation dictates where we run the campaign - sweepstakes generally on FB for ease of entry while contests generally on our sites to drive traffic and engagement on, as you say, our properties. As media properties we want quality but simply growing the reach has value as well.
The one thing I don't particularly care for about GoPro's approach is that the current value of a tab on a page is quite low - something like 90+% of all engagement happens on the newsfeed and not the page so simply being on the page adds little in the way of value if they leave FB to participate. There may be some edgerank value in sharing a link to a page tab vs. an external site but it's likely minimal. Is there something I'm missing in this example?
Hi Sam, I agree with most of the post and love Wordpress... except, ironically, for content websites. With Locable we specifically did not use Wordpress because of it's modular nature and it's treatment of articles as the only (or at least the disproportionately significant) type of content and it's modularity while great in 99% of the cases was a deterrent for us.
That said, our corporate site and sites we build for local businesses are built in Wordpress.
The Will it blend stuff is genius, of course that's not exactly a replicatable model.
I completely agree about fit-it tips and the like but my challenge is that unless you have a broken pipe or you're a DIY person a plumber is only ever relevant when you need them - likewise with many other local businesses. This isn't to say they should not blog or have social media accounts as those provide tremendous insight for the would-be customer or repeat customer but rather social media and content marketing for most is more transactional and engagement is driven by customer need rather than ongoing participation.
There are clearly exceptions though I've yet to identify any type of strategy that could be implemented by a wide ranging of 'boring' local businesses.
Hi Ali, I'm new to Social Media Today and I enjoyed your post. We work with a lot of publishers who's names could easily have been inserted into this article. I would add one thing specific to local SMBs however.
Social Media is a form of entertainment and as a result many of us look for entertaining posts... most small businesses are boring. I don't really care to hear from a plumber until I need a plumber - doesn't mean they should do social or blog etc but it's definitely a limiting factor on anything resembling real-time engagement.
I'm curious, have you found any "boring" companies that do social media effectively?