Beware of the Vultures: Is Your Site Mobile-Friendly?

Being a marketer can sometimes be frustrating. As an example, frustrations increase dramatically with every reported Google algorithm change – Like the change happening April 21. Certainly these algorithm changes can improve search, but they also release the search vultures. Those predators who create a feeding frenzy in an effort to scare businesses into buying their services. We have received a plethora of messages promising that without website improvements, our company will experience the end of the world as we know it.

Google-Vultures-PWB

Before you buy into the hype though, let’s understand a few things. Most websites built within the last few years are mobile friendly. To a certain level. The trouble is, mobile has changed dramatically within the last few years. Responsive design and even how devices are used when searching has changed. So let’s take a step back and look objectively at the coming change.

The Google mobile algorithm change promises this – that mobile-friendly websites will appear in search results.

“Starting April 21, Google will be expanding the use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”

What does that mean exactly? It means this, how your website appears on a variety of mobile devices (iPhones, Android devices, tablets, etc.) may affect how your website is found to those searching for your products or services when they use something other than a laptop or desktop computer. That means that those sites that incorporate responsive design are likely to appear higher in mobile search engine results. In other words, this algorithm change might only affect a portion of those searching your website using mobile devices. To get a better idea of how your website will be affected, run a website analytics report; A very small portion of your website traffic may be affected.

Any time these changes are announced though, I get client calls and emails. To say that anyone can make promises though is foolish. One can ever truly know how a website will be affected due to Google algorithms being proprietary. For this next Google Algorithm change though, I suggest clients use the Google tools to run a mobile-friendly test.

If your site is not as mobile-friendly as it should be, then perhaps it is time to consider updates to change that. Web sites once had a shelf life of several years before needing updates, now however the ideal website needs to have constant improvements at some level. If you need help with making your website more mobile-friendly, PWB can help. Please contact us at dialogue@pwb.com or 734-995-5000.

Social Media Posting Frequency

Last week I read with dread a Tweet and subsequent blog post answering the question “How many times should I post on Social Media Sites?” It even went so far to advise readers the ideal “number of times/day (or week)” for social media posting frequency. In reading the post, it really made me consider… Wouldn’t it be great if my Magic 8 ball told me how many times to post and what to post on social media sites?

Wouldn’t it be great if it everyone knew the magic social media posting frequency? The problem with giving that bit of advice is, in telling clients “how often to publish on Facebook, LinkedIn, Twitter” or anywhere else, is that individual company needs and goals are not being considered!

Instead, I would argue that completing a social media audit is the first step in determining social media posting frequency. Determine what a company has first THEN develop a well thought-out marketing plan. Here is what I suggest doing to help determine how often to post to social media.

First review, review and re-review all available analytical information. Look at Google Analytics, Twitter and Facebook Insights, or other available analytical data. Then answer the following questions:

  1. Does the analytical information indicate when potential clients are viewing shared content? Wednesday at noon seems to be a hot time for many of my Facebook clients, however a friend of mine who is a divorce attorney has found that weekends are when more people are viewing his content.
  2. Does the information offer insight into what the audience is looking at, what they are reacting to AND what content an audience is taking an action on? Knowing this will help determine what content “moves the needle.”
  3. Are the individuals viewing the content the desired “audience”? One of my clients encourages the office staff to “Like” everything on Facebook. While this is all well and good, a better idea might be to ask the office staff to comment and share the content to increase the reach of the post.
  4. What are the company goals in sharing content on social media? Is the goal to become more visible to an audience? Is becoming an industry expert the goal? Should posts only share the latest deals? It’s always good to take on the 80/20 rule where only 20% of shared information is self-promotion. It is important though tat all content shared is still relevant, and liked, by the audience. Sometimes it’s not about what moves the needle,  but instead just a venue to share good information.

My final bit of advice when considering social media posting frequency, is to consider the time and resources available for the platforms being considered. There is nothing worse than wanting to participate on all of the social media platforms when they can not be managed properly. There must be time available to share, collect and analyze the data. Take the bite that you can actually chew and don’t have eyes bigger than your stomach!

Social Media Image Size Guide [INFOGRAPHIC]

I have been updating a couple client social media sites recently and realized that it has been a while since we updated a social media image size guide. In fact, June 2013 was the last time I published information on correct sizing of images!

The size of social media images changes from time to time, so having the most current data available is paramount. Each social media profile has unique size specifications and failure to properly size images may result in misalignment, cutting off part of the image or simply not being able to post them. There is nothing more frustrating to me, than seeing a company that does not have consistent branding across all social media profiles, so please feel free to print and reference this social media image size guide.

This infographic is a great source to reference when creating the correct size images for your LinkedIn, Facebook, Google+ and YouTube, Twitter, Instagram and Pinterest.

Having trouble managing your social media? Need assistance with analytics or even initially creating your social media presence? Perhaps a social media audit is necessary. Regardless of your need, PWB marketing can assist your company in getting the most from social media.  Call our office today at 734-995-5000 for your social media answers.