Crossing the Stream, Vol. 2: Making LinkedIn Content Attractive to Facebook and Twitter Audiences

LinkedIn and Social Media

We don’t exist in a vacuum. We may wish we were business machines, focused solely on our careers or ventures, but that is not the case. We live in the context of and contrast to our lives as human beings. That is what work/life balance is about. Some do it better than others. Richard Branson, for example is the master of work/life balance. The joy he has in what he does in business, feeds the time he spends and defends in his life outside of working, which stokes the passion for his work, etc. The dual (or multiple) nature of our existence means we have many ways to connect with our fellow human beings. While you may have chosen LinkedIn as “your” channel, it’s not your ONLY channel.

Your LinkedIn Presence

If you’ve chosen LinkedIn as your primary forum, you accept that it’s intended to be a serious platform. Long form is appropriate here, and depth is good. This is your chosen outlet; never forget that, even as you reach to others. Command the stage, and bring your expertise to the world. You don’t need to change anything here. Think of LinkedIn as the river, and Facebook and Twitter as tributaries. Open up your anecdotes and lessons to form lessons for others. Show how to apply your learning to others’ businesses. In short: shine. But how do you use other social media channels to drive traffic to your main stage?

Drive traffic with a great tweet

Twitter grab and go media. Make it easily shareable. Remember: This is not your forum, but rather a means to generate hype/interest, and feed your channel. Twitter readers are busy, and move quickly. Use the time wisely. Let this be how you remind them that your longer form content is worth slowing down for. If your LinkedIn presence is the blockbuster feature, think of Twitter as the movie poster that grabs the attention of the viewer. Put some pressure on your content, and create that diamond that people will share, retweet, and follow.

Drive traffic with a Facebook post

Tailor the message to the medium. On Facebook, be shorter. Pithier. Less formal. Facebook is a good opportunity for presenting compelling images; catch the eye, catch the attention. But remember: Mind your voice. You can be noticeable without being a sideshow. Stay consistent. In short, be true to yourself. This is not long form. Present your personal anecdote/story in Facebook to humanize the message. Then draw out parallel to the larger lesson or value proposition in LinkedIn. Your LinkedIn content is solid; just zoom out, but provide enough detail to draw the reader in. Think of it as the trailer for your blockbuster – distill your LinkedIn post to grab the essence, but don’t give it all away.

What you’ll end up with at the end is a more rounded readership, more opportunities, and a higher profile with your audience. You’ll be more fully fleshed out. Learn to zoom in and out on your content, to tailor the view to your audience. You may find that your readership – and your own perspective – is more diverse than you ever thought. Sure, it’s more work, but that’s the edge in a crowded market. Scrypter can help you get there by making that work easier to get done. Simple, intuitive UI. Consolidated workflow. Transparency across channels.

Congratulations. You’ve become a multidimensional player in your space, no matter what that space is.

 

Crossing the Streams: Driving Audience from Twitter and LinkedIn to Facebook

Driving AudienceCrossing the streams between your audiences on different platforms can have exciting benefits. Driving audiences from Twitter and LinkedIn to Facebook can amplify your message. It’s important to understand the distinctions between each platform and the respective audience expectations.

Understand Audience Expectations

While Twitter has all the hallmarks of a noisy street market full of vendors making pitches, partial conversations caught in passing, and a lot of general information that quickly loses relevance, Facebook presents as more of a community. You have your circle of friends and colleagues. Everyone in your group might not have their own groups that overlap 100%, but there’s enough overlap to bring people together for coherent conversation.

Facebook is also, at least in the US, less formal than networks like LinkedIn. You generally “dot your i’s and cross your t’s” on LinkedIn because you know potential employers are looking at you. With Facebook you let your hair down a little because the environment is based in groups of friends.

The Facebook Post

When posting on Facebook you can generally use more familiar language. Conventional shorthand and colloquialisms will probably be well understood by your audience. Since you’re probably aiming for engagement, you’ll want to make your post approachable and memorable – in short, something that your friends might share with their friends.

Keep in mind that people are going to engage with your Facebook posts with those friends. Mind your voice and stick to the conventions of the medium. Posting raw or candid photos, and non-promotional links can curry favor with the people following your page. Keep your posts to a moderate length; most of your audience won’t take the time to read long-form. People on Facebook are used to engaging with other people, not companies, so be personal.

Crossing the Streams

When you’re promoting your Facebook post on LinkedIn, it’s important to talk around the content, not directly to it. You want to encourage the user to click through to Facebook for the meat of the story. Be sure that the angle you take on LinkedIn is professional and relevant to your network. Don’t be dishonest or bait them with irrelevant headlines and slugs, but keep it compelling enough to engage them. Seek to make it interesting enough that they want to get to know you as a person. (Because that’s what Facebook is for, right?)

On Twitter, you’ve got 160 characters to hook your followers. Since you’re linking, you’ve got 137 characters, even less if you throw an image in there. It’s not a lot to work with so you want to get to the point of the post, but not the conclusion. Again, you want to get them hooked, so they click through to the Facebook post. That said, remember to be authentic, and true to your voice.

Bridging the Pools

Driving traffic from one network to another can have a multiplicative impact to your number of followers. Each cross-over user brings with them the possibility of a new, unique audience that you weren’t reaching before. You’re also getting additional opportunities to reach existing followers on a new platform.

You can leverage platforms like Scrypter to help you with this process. Scheduling – and really, coordinating –  tweets and updates, and even complete Facebook and LinkedIn posts, can all be done with our single, unified interface.

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Why Use a Scrypt? Why not just lump all my posts together?

Scrypt - why use one?We described what a Scrypt is in a previous post. So you already know that it’s the mechanism we put together to group accounts and posts. But maybe you’re still asking the question of why you’d use scrypts.

An excellent question, glad you asked. As it happens, there are plenty of reasons to embrace scrypts to manage your social media presence(s):

Your Personal Scrypt

Use your scrypt to organize and serve as an archive for your social media posts. Manage your personal brand. Maintain and control your image exactly as you envision. View Facebook posts next to tweets next to LinkedIn posts, and make sure they’re all timed perfectly. Present your best face to the world. And when you start your own venture, you’ll be ready for…

Small Business Scrypts

You have three scrypts available to you. If you’re a single enterprise, you could:

  • Use one scrypt to represent the voice of your brand across channels, to broadcast sales, new products, and other operational concerns.
  • Use another to be the voice of customer service, focusing on responding to customer feedback and building your community.
  • Keep another for your personal voice as the owner, or for that next big thing you’re launching.

Or, if you are a small agency:

  • Use a scrypt for each client to maintain separation. Line up the next set of posts for one client, and move swiftly to the next, and to the next. Then get on with the business of growing your business. Or:
  • Use two scrypts for clients, and the third for your own business. Take care of your clients to help them grow, and treat yourself like a client too. After some success you may find you’re ready for…

Enterprise Scrypting

As an enterprise, you have great flexibility:

  • Use a separate scrypt for each client, campaign, or project.
  • Use scrypts for each item in your product line.
  • Use scrypts to build correspondence for each of your user personas.
  • Dedicate a scrypt for customer service channels
  • Give a scrypt to each of your team members, so they can build support in the community each with their own unique voice.
  • Have each functional team use a scrypt to bring transparency to what they are doing.

These are just a few ways to make scrypts work for you, your brands and your business. Maybe you’d care to share your own ideas.

Maybe you could use a scrypt to do that.

To find out more and sign up, click here.

#PorteOuverte – The City of Light Pierces the Darkness

PorteOuverte - flowers at french consulate

Tragedy is present in our world. Every week we’re made aware of another failure of man to live in peace with his own species. Paris, Colorado, California and hundreds of places we don’t see on the news, fall victim to the horrors we inflict upon each other. Ideology, religion, suffering, confusion, these are just a few of the cited excuses that seem to overcome humanity when man hurts other man.

We watch these tragedies unfold on the screen on the wall, in front of the keyboard, or in our hands. They news media can stream it live to any device. Our wonders of technology so often bring us such sad broadcasts. And while these marvels give us so much attention, we see each other less and less. More than any time in history, we can now suffer together, apart.

In the face of this misery, something miraculous happened. During the terror attacks in Paris man used these phones and computers to connect with other man in peace. That night, in the heart of the darkest part of our world people reached out to each other in an offer of safety. A hashtag became a symbol of peace in the City of Light. #PorteOuverte, it said. Open door. A literal and figurative symbol of the spirit of the city. It meant that anyone who was lost, scared, or in danger could come to a place and be welcomed and made safe.

Paris fought back. A city known for culture, art, and civilization showed just how strong it could be. Parisians posted #PorteOuverte on Twitter to offer an open door and a place to sleep. People were able to find comfort in the chaos with the device in their pocket.

As quiet settles over the city, another chapter closes. Paris has endured revolution, war, occupation, and terror. Each event leaves scars, but they heal. People pushed apart by the ills of men find ways of coming together. We can all learn from the amazing people of Paris, and honor them and their fallen for their tragedies, as we also honor ours. As we work to find solutions to our ills, we can fight back with our humanity. We can all be strong enough to offer #PorteOuverte.

Content Strategy and the Role of Social Media

Content Strategy and the Role of Social Media

When thinking about social media it’s important to frame it within the scope of your overall content strategy. No tweet is an island, unless it goes viral. Even if it does, it probably wouldn’t have had a chance if there weren’t already hundreds or thousands of followers in the first place.

Your content strategy should encompass nearly all of your outward communications. Social media is but one component. Understanding the content strategy from the top down will help you understand how it fits into your big picture.

Business Goals

Any businesses has objectives, revenue and profit for example. Those high-level objectives are usually broken down into more tangible goals. Your content strategy should be an extension of those business goals. Even if you’re only managing your personal brand you should have an objective or two. And if you don’t, well, it’s time ask yourself, “why not?”

In the case of a restaurant, the goals might be to fill more tables, increase the sell rate of the specials, or get people to stick around longer and have another round. All these goals support the high-level objective of increasing revenue and profit.

Audience

Along with your goals, you need to define your audience. Since we’re talking about a content strategy this means knowing who will be consuming that content. Breaking the audience down into subsets of people with similar characteristics (personas) tends to be a worthwhile exercise. With personas established it becomes easier to develop meaningful stories, or understand what they might be interested in and why.

Restaurant goers will almost always be hungry, but some will be watching their weight, some will have children, and some will be on dates. With these personas in mind you’ll be able to craft tailored messaging to address their unique needs.

What to Say

With personas in mind, determine what they are interested in. This is where the story about the audience becomes most important. You’ll need to cross reference the personas with your business goal and decide what to say. This is where you want to tap into your creative side. Think about holidays that are coming up, consider the weather and other seasonal events.

Our restaurant will want to up-sell the happy hour to the beer brothers, while impressing the family friendly environment on moms and dads. Yes, you’re stereotyping. It’s okay though, we call it market segmentation. In February they’d be wise to bring in Valentine’s day for the date night couples, and in Summer they might cater to social clubs to get the “first dates” in the door.

Metrics

You’ll want to be able to quantify your efforts. Not only will you need to track the results, but also how those results propel you toward your goals. In content strategy the basic components are reach and frequency. Reach measures the who saw your message, and frequency measures how often. Results are generally measured by engagement, which can take many forms. Engagement metrics include things like clicks, shares, conversions, interactions, and even rejections.

With metrics it’s important to know what to measure, but equally important is how you go about the measurement. Our restaurant example might issue a coupon with a particular promotion, or different coupons with discount code or phrases. These coupons or codes might be promoted once a day, once a week, or seasonally, depending on the channel or audience.

When the coupons, or discount code is used, the restaurant can tie the result back to the corresponding message that the brought in the customer. Another option to collect performance data would be to have the waitstaff ask the customers how they heard about the place. It seems like casual conversation to the patron, but they’re really participating in a survey.

Content Channels

You reach your audience(s) through content channels. These are the outbound messaging conduits, like print and web, advertising, blogging and, of course, social media. Each of these can be broken down into sub-channels. Social media includes, for example, Twitter, Facebook, LinkedIn, Instagram, YouTube, Snapchat and many, many more.

You’ll need to determine which personas are using which channel. Some experimentation is in order to sort all this out. Remember that survey that the waitstaff was giving to the restaurant patrons? If the response was Facebook and the customers were a family of four – that’s one point to Facebook for mom, dad and the twins.

Determining the frequency of messaging is heavily dependent on the channel. Tweeting should be more frequent than Facebook posts, which should be more frequent that posting videos to YouTube, unless you are a video blogger or video content is core of your business. Paid advertising, on the other hand, takes into account budgetary restrictions and advertising effectiveness. But there are always costs, even if the post itself doesn’t require a cash layout.

Measure and Adjust

Content Strategy - User Survey ResultsFor a small business a simple spreadsheet can accommodate most of the metrics and make it easy to create useful graphs. Measuring the impact of the content strategy is critically important. It will direct your future efforts, and keep the business moving toward its goals. You might decide to shore up efforts in an under-performing channel, to reduce them, or give up on the channel altogether. Throwing money at successful initiatives could lead to bigger payouts, or diminishing returns. You won’t know if you don’t measure.

With proper planning and diligent execution, your content strategy becomes a cornerstone of your business, and guides you in every interaction with your audience. Social media presence, as part of that content strategy, will play a huge role, driving to your business goals. Define your audience, decide what you want to say and how you want to say it, pick your channels, and publish..

Scrypter is here to help. To find out more and sign up, click here.

Your first scrypt – getting started with Scrypter

Welcome to the second of an ongoing series of articles intended to help on-board new scrypt writers. We will present technical guidance, efficiency recommendations, and feature walk-throughs, to help you get the most out of Scrypter.

What is a scrypt?

Scrypt making 101

A scrypt is a structure for keeping your social media presence organized, just like a calendar or date book keeps your schedule in order.  Think of the posts you want to publish to social media as appointments with your intended audience.

Scrypter takes this a step further. Unlike a traditional calendar however, you’re scheduling your virtual presences, not your physical one. Scrypter effectively allows you to keep multiple appointments (posts), in multiple places (social media outlets), at the same time.

Keeping multiple scrypts provide separation between different clients, different product campaigns, or different points of view. Use a scrypt to drive that presence or campaign, to tell your story, like a movie scrypt. The characters in your scrypt are your social media accounts – Facebook, Twitter, LinkedIn – each with their own voice – that support your overall story.

Creating a scrypt is easy:

  • From the Scrypts page, click “Add New.”
  • Give you scrypt, a name, and give a description if you want.
  • If you have already associated your social media accounts to Scrypter, select which accounts you will use to tell your story. If not, you can do it right there.
  • Click “Add .”

…and you will be taken directly to your scrypt to begin creating. It really is that simple – by design.

By keeping each scrypt separate, you always have exactly what you need, and nothing you don’t. And with the right tool box for each job, you can switch gears effortlessly, do what you need to do, and get on with the business of running your business.

Click here to sign up or learn more about Scrypter.

(Catering to) the needs of the many

Catering to the needs of the manyScrypter is currently integrated with three social media platforms: Facebook, Twitter, and LinkedIn. People and brands posting on the platforms often post different things to each one. In some cases they recognize that the audience differs from one to another and post accordingly. They may also understand that the platforms themselves have different purposes or themes. An update that engages a Facebook audience might seem like over-sharing on Twitter, and wholly unprofessional on LinkedIn.

In addition to differences in the themes of the platforms, there are also technical differences in the posts themselves. The most limiting is Twitter. It allows for 140 characters, or 117 with photos. Facebook, on the other hand, does not have a restriction on the length of the post, but only allows a single image via their integration API. Finally, LinkedIn has very few restrictions on their posting API, and they automatically pull the Open Graph article description and photo from links in the post and present it as a preview when the post goes live.

Now, we understand that here at Scrypter, but what we didn’t understand is why the process of posting to one or all of these services was so disparate. Switching gears (and interfaces) breaks your creative rhythm, and stifles flow of ideas. We distilled the process to its core, to strip away these impediments, and give you the creative canvas you need to bring nuanced content to the right audience, at the right time, every time. For that, you need to create individual post entries and schedule them for simultaneous deployment.

Start by picking the date and hour you want to post. Pick one of the networks, then craft that entry. When you’re finished hit save. Then move your mouse over to the right of the post. Click in the blank space next to it and another post window will show up below your existing post. Adjust the time to match the first post, pick a different network and customize your message.Multiple posts in the same hour

Scrypter helps you cater messages to different networks by allowing you to focus on the content. It also let’s you post as often as you want to any (or all) of your social media accounts. You may notice that we didn’t put in a lot of instructions. That’s because one of our objectives with Scrypter’s interface was to make all functionality easily discoverable. The interface supports you, but stays out of your way, and lets you create.

Keep watching this space – we’re bringing you the good stuff.

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The Scrypter Blog

Blog

Blog Scrypter Block Logo

Our intrepid team of social media mavericks were inclined to leave a lasting artifact of the presence of Scrypter products. With new product updates we tend to send out emails to customers, publish posts to Facebook, and tweet an occasional hashtag or two. This space, however, will allow us to maintain an archive of new features, how-to articles, and notions on the state of things. Welcome, to the Scrypter blog.

New Features

The newest feature is, of course, this noisy platform. Using it, we’ll do our best to keep you up to date on the latest goings on at Scrypter. You’ll find out about advances in our products as well what we’re thinking about next. We’re pretty thoughtful with our innovation and product priorities; our object is to give you a great experience with every release. The last thing we want to do is drop a bug on people who are happily using our tools to achieve success.

State of The World

Don’t worry, you’ll still get your news from… wherever it is you get your news from these days. We’ll probably post about social media, marketing, brand management, and things of that sort. We don’t want to blog you down with irrelevant or unfocused material. Get it? “Blog” you down? No laughs, fair enough.

Until There’s Nothing Left

Our objective is to keep you informed about what’s going on with Scrypter – what’s going on with our team and our products, and what’s going on with social media. Check back here for updates. We’ll undoubtedly use Scrypter to alert followers with updates to our Facebook page and Twitter feed. We’ll also send out emails when we post. With informed customers and passers-by, we’ll all be better equipped for continual improvement.

In case you don’t get the emails, follow us on Facebook or Twitter. Follow closely, you don’t want to miss anything.

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