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The many faces of online influencers

From The Many Faces of Influence @ traackr.com:

Online influencers come in many forms. From the web celebrity to the nerdy expert to the personal brand.

Among these influencer profiles are:

  • the Authority, the influencer who is expert in connecting topic areas and can package insights into a meaningful bundle for his audience;
  • the Insider, who finds alliances to build the market story he needs to tell and pushes the industry forward; and
  • the Agitator, who always looks for ways to stir the pot and push conversations to new heights.


Check out their infographic to find out more about influencers and how to approach them.


What is Facebook’s ‘People Talking About This?’

From ‘People Talking About This’ defined @ InsideFacebook.com:

People Talking About This is the number of unique users who have created a “story” about a page in a seven-day period. On Facebook, stories are items that display in News Feed. Users create stories when they:

  • like a page
  • post on the page wall
  • like a post
  • comment on a post
  • share a post
  • answer a question
  • RSVP to a page’s event
  • mention the page in a post
  • tag the page in a photo
  • check in at a place
  • share a check-in deal
  • like a check-in deal
  • write a recommendation

Whenever a person takes one of these actions, it counts toward People Talking About This.


Good news: Facebook just simplified its Promotion Guidelines

This week Facebook modified its infamous Promotion Guidelines - you know the ones that used to state that [...]You will not communicate about or administer a promotion on Facebook if: [...] The promotion, if a sweepstakes, is open to individuals residing in Belgium, Norway, Sweden, or India; [...], causing some big Belgian brands to get their Pages temporarily disabled.

The current Facebook Promotion Guidelines still govern how companies can run or advertise sweepstakes, contests, and other promotions on the Facebook platform. The exception for Belgian Facebook Pages is fortunately gone, but the key points are still there:

  • Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or an app on a Page Tab. You cannot use Facebook features or functionality as an entry mechanism. Examples: you cannot give people entries simply by liking a page.
  • You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion. For example, you cannot condition entry upon a person uploading a photo on a Wall, and collecting as many "likes" as possible for that photo post.
  • You cannot notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages., such as through Facebook messages, chat, or posts on profiles or Pages.”

Author Wesley March has summed up a few things that she thinks Page owners are still allowed to do in the context of a  contest:

  1. Use Facebook to mention and provide links to contests we are holding elsewhere (unless it’s a Facebook contest; see below).
  2. Continue to run “Like Me” contests on our author websites. However, we can only use Facebook to monitor the number of people who become a fan. [...] Publicity for “Like Me” contests will have to come through Twitter [...] newsletters, our own websites, etc.
  3. Announce that you’ll run a contest AFTER you get a certain number of “Likes.” Then run the contest on a separate tab through the third party app or on your own website.
  4. As far as I know, these rules apply only to pages. Unless it’s hidden somewhere that I haven’t seen, you can still run contests through your individual/personal accounts.

What do you think of these?

And for the Belgians: don't forget that “promotions are subject to many regulations and if you are not certain that your promotion complies with applicable law, please consult with an expert.” - especially when your contest might be an infringement of, among other things, Belgium's strict Wet op de kansspelen / Loi sur les jeux de hasard.


Coupons case: Nestle’s lean pockets Facebook Page

From Meet “Heidi,” Nestle’s Social Media Spokesmodel [VIDEO] @ mashable.com, this fine example of coupons for like baiting at Nestlé's lean pockets Facebook Page:

More about like baiting:


Attention is your biggest cost

The final part of the Starting Conversations chapter in my upcoming book on Social Media is all about attention: how to grab it, and how to hold it long in enough to activate your audiences.
Everybody wants attention: individuals, organisations, and companies alike. Attention for ideas, products/services, or commentary.
In “Trust Agents”, Chris Brogan talks about attention as currency, and also about the idea that there are multiple types of currency: "Attention is and will continue to be our scarcest resource."
The most classic tactic to grab attention is by running an advertising campaign. Some of these would do anything to stand out in the crowd, by using pop-ups, take-overs, stunts and hoaxes, and even by spamming. But no matter how loud these campaigns try to interrupt people during whatever they were doing: interruption marketing is dying. Or as Hugh MacLeod once put it: Advertising is the cost of being boring. People no longer just sit back and wait for things to be delivered. They go and seek things out.
Another, less “interruptive” way of getting attention is by setting out content bait (blog post, site content or an application) to have people link to you. Two easy examples of linkbait are lists and infographs. For some reason we all are drawn to numbered lists. To name but a few, fresh generated with the Linkbait Generator tool:

    “10 reasons you'd want to be stuck in an elevator with Sarah Palin”
    “8 reasons to fear Avatar”
    “10 ways people have gotten rich exploiting pop culture”

As you can see, mentioning famous companies (e.g., Google) or famous people (e.g. Sarah Palin) somehow always makes people “bite” faster.
Infograph is short of “information graphics” - graphic visual but often strikingly representations of complex information, data or knowledge. An early but brilliant example of modern-day infographs is the music video Norwegian band Röyksopp had made in 2020 for their song Remind Me. It features a day in the life of a woman working in the London's Square Mile solely through infographs; this includes labelled close-ups of everyday objects, product lifecycles, schematic diagrams, charts, and is generally illustrated in a simple isometric visual style.

Miami art director Angel A. Acevedo (@djsoundwav on Twitter) created another great example of linkbait: a typeface based YouTube movie based on his favourite scene from The Social Network.