Posts Tagged ‘SEO’

For your Facebook Page, stop thinking News Feed. Start thinking search engine.

Tuesday, July 22nd, 2014

magnifying glass on the Facebook News FeedIt wasn’t that long ago that when you posted something to your Facebook Page, you had a pretty decent shot of winding up in your followers’ News Feeds — that stream of stories a user sees on the Facebook home page.

How times have changed. These days, you’re competing against literally thousands of other pieces of content for a precious slot in a user’s News Feed. No wonder one study showed a typical Facebook Page post reaches only six per cent of its followers.

There’s been a lot of gnashing of teeth over this among brands and organizations. Facebook is very consciously reducing the organic reach of Page posts, and holding up paid promotion as a way to close the gap. And while it’s hard not to resent that, Facebook is a commercial enterprise, and a lot of commercial Pages have had a good, long free ride. It would be awfully nice if Facebook gave non-profits and civic organizations more unpaid profile… but don’t hold your breath.

So the days when you had a pipeline to your Facebook followers are gone. How do you adjust? (more…)

Closed-captioning for YouTube: easy and powerful

Thursday, June 6th, 2013

Closed Captioning logoOf all the YouTube features that communicators overlook, one of the most valuable is closed captioning.

We’ve been doing it for broadcast TV ads for years, but it’s remarkably easy and powerful on YouTube. By uploading a simple text file, you can have complete control over when closed captions appear, and what they say. That can help you reach hearing-impaired audience members, as well as viewers who’d rather keep their devices muted to avoid disturbing their cubicle-mates.

But closed captioning will even help you reach the folks who crank the subwoofers to 11. That’s because the text in those captions gets read by Google – making closed captioning an essential part of your search engine strategy.

You could just rely on YouTube’s speech recognition technology to transcribe it automatically. But that’s a risky proposition.

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