Feedback Questionnaire

Facebook Custom Audiences let you speak to the converted

Just because somebody makes a purchase from you, it’s no reason to stop advertising to them – and as we all know, much of the most ardent marketing is made by big brands to their existing customer base, offering upsells and contract renewals, and so on. With Facebook Custom Audiences, it is easy to find the Facebook profiles of your existing customers, using simply their telephone number or email address, and you can then serve ads to their news feed or right-hand column on the social network. To do this, go to Facebook Adverts Manager and click the Audiences tab, and then the Create Audience button, followed by Customer List. Upload a list of telephone numbers or email addresses – it can be in .csv format or simply a plain .txt file, so no special formatting is needed. Facebook will automatically match up the data with registered users’ telephone numbers and email addresses, and about 30 minutes later your Custom Audience will be ready. You can now serve ads solely to people on that list – and can still narrow your target audience further by age, gender, location and so on. If you follow the same steps, but select Lookalike Audience in the Create Audience wizard, you can use your Custom Audience to discover even more users who closely match the profiles of those who have already bought from you – helping you to identify a larger but still highly relevant target audience....

The benefits of social media for holding companies

The corporate profile of a holding company can feel a far cry from the chatty nature of most social networks, but that doesn’t have to mean you remain absent from these popular and time-saving communication platforms. In fact, there are plenty of multinational organisations with strong Twitter, Facebook and LinkedIn presences, and the difference is often as simple as tone of voice. But even before you write your first tweet or Facebook post, there is one major benefit to registering your username sooner, rather than later: Ownership: The bigger your corporation, the more likely that you want to be seen as a truly global, ‘everywhere’ brand; even if you are not multinational, it’s still important to have an online presence in the usual places. You only have to look at Google’s recent restructuring, which created Alphabet Inc, for proof of this. Within hours of the announcement, several Twitter accounts purporting to be the official Alphabet Inc profile popped up – creating doubt as to which (if any) is the real account. By establishing a social media presence, you avoid this doubt, giving confidence to your customers and to your investors too. Approachability: Corporations are no longer the faceless entities they once were, and social networks are an excellent way of reaching out on an individual basis. Whether you welcome queries and ideas from shareholders (even if you keep these as private messages, rather than public posts) or use your social streams to give your CEO more of a public personality, there are plenty of options open to you. In particular, social media is a great way to circulate friendly information about corporate social and environmental responsibility – without...

How content creation can build your brand

The internet has of course revolutionised the whole process of recruitment, making it all but essential to have at least some kind of online presence, but how do you go about maximising your visibility and the positive impact your online presence has on your brand? One decision you need to make is curation vs. creation, or a combination of the two, and this falls into two broad categories: Curation means featuring third-party news headlines, linking to interesting blog posts, or liking and retweeting other users’ social media updates Creation means publishing your own news and blogs, as well as generating social media updates and related media like images, infographics and so on We have been talking about the value in each approach since early 2012, and there is still plenty of merit in each method today. In terms of brand-building though, which method offers the greatest level of authority or ‘voice’? Curation  Curating content from other publishers is a good way to get started, making it ideal for small businesses that perhaps do not have in-house editorial capacity. But remember, when you simply repost other users’ social media updates or link to their blogs, you are amplifying their voice, and not your own. In turn, anyone who follows the links you post to pages on other websites and social networking profiles is ultimately driven away from you, and to the original publisher instead. However, having a visible online presence in this way is still better than no presence at all; it shows you are on the pulse of your industry, and lets you test the audience reaction to certain topics so you can decide where you...

Are these common LinkedIn mistakes costing you your dream job?

Unless you’re a power user, it can be easy to dismiss LinkedIn as little more than a place to store your CV online – but it is a lot more than that, and if you’re serious about being headhunted for your dream position, it’s worth spending even just a few minutes each day on the site. Here are five mistakes made most often by LinkedIn newbies, and why you should make sure to avoid them yourself. Incomplete profiles Even if you’ve spent some time fleshing out your profile, take a fresh look at it – are there any gaps? If you took time out to travel or study, is this clear in your career history? At least for this part, the same rules apply as do to ordinary CVs, so if you’ve applied for a few jobs in the past, you should know the basics. Lack of interactions Don’t dismiss some of the interactive elements of your LinkedIn profile, such as your skills and endorsements – and don’t be afraid to ask friendly colleagues to help you by leaving a few kind words. You can kick-start the process by endorsing some of the people you have worked with, in the hope that they will leave a reciprocal comment on your profile too. No thanks When you do receive an interaction, give it some serious thought – could this person be useful to you? Even if you don’t know them, don’t instinctively deny their request or delete their message. If you’re on LinkedIn for networking, then adding just one person can greatly increase your reach, sometimes exponentially so; and our last two points below are all about...

How WhatsApp Web can revolutionise recruitment

The internet has transformed the nature of the recruitment industry irreversibly, but as web technology – and particularly mobile technology – continues to evolve, the opportunities for recruiters continue to emerge too. One of the big developments of this year so far is the release of WhatsApp Web, a web-based version of the popular free messaging and file transfer smartphone application WhatsApp. The app itself allows you to send messages, photos, video and audio to other users for free, via your smartphone, and WhatsApp Web is simply a desktop client that pairs with your phone (it is not a standalone web-based version of the application). Visit web.whatsapp.com on your computer, open the web client, and scan the displayed QR code with your smartphone to pair the two devices, and you can then send and receive messages via your computer, a much easier option for office-based recruiters. When you do need to go out to a meeting, all your messages are already synchronised to your phone, so you won’t be leaving anything behind. For recruiters, it’s a great way to message candidates and check that they are en route to interviews and running on time, as well as to send simple files like destination maps and so on. You will need a smartphone with WhatsApp installed, and obviously the usual data charges apply; Internet Explorer is not supported at all, but the main other desktop web browsers are. WhatsApp also say “we will not be able to provide web client to our iOS users due to Apple platform limitations” – although that relates to Mac computers as opposed to iPhones, for which the mobile app...