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Facebook, Twitter, & Instagram assignment

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Facebook, Twitter, & Instagram assignment

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Ken, let me know if you have any trouble accessing this.

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50 Best/Worst Businesses on Twitter RE: Empathy

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50 Best/Worst Businesses on Twitter RE: Empathy

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Corporate tweeters need to know that they aren't just promoting a brand or solving a problem: they are performing for an audience, supporting customers throughout their journey, and even, subtly, selling. The best, like American Airlines, make it feel natural. They have given their social media staff a clear mission and a great deal of autonomy; the account's managers chat with customers, offer up front to solve problems, and empathize with frustrated travelers.

But the worst have exported their old tricks to new media. Entirely devoid of empathy, their accounts might as well be run by robots. Starbucks simply redirects queries to an email address-with a grating exclamation point to add insult to injury. At least that's better than the 70% of companies that plainly ignore complaints on Twitter.

This matters. Social media isn't merely a place for people to chat with each other and for brands to talk at their customers. For a new generation of consumers who get their news and form their views about the world primarily on social media, it is an essential proving ground. A witty comment or botched response on Twitter can travel to Facebook and even news websites in minutes (think of the Oreo tweet during the Superbowl blackout of 2013). But a single miscalculated remark can cascade into an avalanche of disapproval, a phenomenon Jon Ronson explores his new book, So You've Been Publicly Shamed. It has never been as easy and as quick for reputations to be made and destroyed.

Yet, despite the urgency of getting it right-and the ample time that companies have had to figure it out-most corporations have an empathy deficit. This shouldn't come as a surprise. After all, management exists to transform corporations into more efficient machines. But in the process, little attention is paid to the humanity of either customers or employees. Efficiencies are made the expense of humanity. That limits the ability of companies to engage authentically and emotionally with their customers.
Measuring empathy
Thanks to easy access to data sets, advanced data analysis techniques, and the very public nature of social networks, we are able to look at how companies listed on the major London and New York stock exchanges communicate with their customers as a way to gauge which are the best and worst at displaying empathy.

We used Twitter, which has the benefit of being the most transparent big social network today. It also encourages back-and-forth conversation, unlike Facebook which tends to be a broadcasting medium. Moreover, Twitter is used by virtually all big Western companies either for marketing or to respond to customers-and sometimes both.

How do you measure empathy on social media? In our view, empathy consists of three components: reassurance, authenticity, and emotional connection. Empathy goes beyond simply solving a problem. It involves making a customer feel valued.

These qualities are quantifiable. While data analysis cannot tell us whether an individual tweet displays empathy, it can look in aggregate at how Twitter is being used by a firm and identify certain patterns of behavior in interactions between companies and their followers, and infer a degree of engagement. We analyzed 350,000 tweets across 300 companies. Unencumbered by an individual's perception of a brand, automated analysis has the benefit of being fairer and more objective.

We identified specific empathic and unempathic behavior, and scored companies accordingly. Highly empathic tweeters, for example, avoid using repetitious stock phrases. They also interact with users. They don't use twitter as a broadcasting service for promotion or investor announcements. The worst offenders not only repeat stock phrases but also divert users to other non-social channels (e.g. call centers).

Empathic tweeters are gender neutral or reflect the gender of their audience. We supplemented our model by using an algorithm and dataset developed by University of Pennsylvania to identify the apparent gender of our subjects and their followers. The algorithm is able to infer gender based on language. The energy, finance, and technology sectors tend to tweet using a male-biased tone of voice. Retail and consumer goods tend to use more female language in their social communication.

We found that the top-performing companies use gender-neutral language or a slightly female tone of voice. Wal-mart, for example, employs an empathic female tone, using evocative language and emotional ways of responding using emoticons. On the other hand, many of the least empathic companies defaulted to an excessively male tone, one that was often indifferent to the gender of their audience. Hewlett Packard demonstrated a very male tone of voice providing very little emotional connection with customers.

This shouldn't be surprising. Women respond well to empathy and expect brands to be more empathic. Women are also the dominant users of nearly every social media service, including Facebook and Twitter. Women account for 62% of Twitter users, visiting 40 million times more than men do each month. On Facebook, women account for 58% of users, posting an average of 394 updates per year compared to 254 from men.

They aren't anonymous. Empathic companies named the tweeters working on their behalf and allowed them to show their individual personality and humor. Unempathic companies, on the other hand, often used anonymous tweeters, who often repeating press release headlines or corporate talking points.

The Lady Geek "Empathy Quotient" is inspired by Simon Baron Cohen's "Empathizer" and '"Systemizer" model. It is an entirely automated index based on textual and metadata analysis of public tweets and interactions with users.

Our sample population is based on companies which are listed on the NASDAQ, NYSE or FTSE 100 and have at least one active twitter account. Active is defined as having made at least five tweets during the sampling periods, which were randomly selected multi-hour windows in March 2015.

We obtained an average of 860 tweets from each of our subject companies (as many as 3000 or as few as 100 depending on what was available), including any public interactions between subject companies and other twitter users (such as retweets and mentions).

They use a single Twitter account to represent the organization. A third of the companies in our study have separate accounts for customer service and marketing. That reflects the needs of the company: different departments with their own budgets running accounts for different purposes. But it does not show empathy for the chaotic and diverse needs of customers.

A loyal customer who likes and follows a brand for engagement today may need technical support tomorrow. She is unlikely to go looking for the support account. Siloing accounts limits the range of interactions between company and customers. It forces customers to learn company hierarchies and department. These divisions reflect the organization's needs, not the customer's. The problem is also that greater resources are being provided to the care accounts than to the overall corporate Twitter accounts.

American Airlines again provides a good example. The main account promotes the brand and responds to customer queries with equal skill. Sometimes, a separation can work if the support account is lively and well resourced. Another good example, @MicrosoftHelps, is an active broadcaster but also a sensitive responder, replying to queries in a casual, friendly, and helpful tone. The individuals who run it are clearly experts-and they have personality too.

Another striking, if not entirely surprising, conclusion from our survey is that consumer-facing firms tend to be better at displaying empathy than their business-to-business counterparts. In technology, household names such as Facebook, Microsoft, and Intel are at the top of the class while the worst performers in the sector are mainly in enterprise technology, storage, hardware and research. Similarly, in finance, payment providers and investment banks such as Schroders and Goldmans Sachs Group fared badly while retail insurance and banking such as PNC Financial Services Group performed well.

Companies of all stripes must understand that empathy isn't just about customer support. It is also about how companies relate to their employees and to the world at large. Social media is merely the most public and obvious means to measure it. We have come a long way from the era of unconcerned shop assistants and unaccountable call-center workers.

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50 Companies That Get Twitter - and 50 That Don't

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Corporate tweeters need to know that they aren't just promoting a brand or solving a problem: they are performing for an audience, supporting customers throughout their journey, and even, subtly, selling. The best, like American Airlines, make it feel natural.

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1 Hashtag search engine. Searches HASHTAGS on Facebook, Twitter, Instagram and Pinterest in REAL TIME. Follow, join, or find the #HASHTAG at HashAtIt.

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Some types of sites that could be considered social media:

1. Blogs, if they allow comments.

2. Newsmedia sites allowing for commments on stories.

3. Sites with customer reviews of products, such as Amazon, C|net, etc.

4. Sites with customer reviews of businesses, such as Yelp, Foursquare, CityPages, etc.

5. File-sharing sites, such as Dropbox, Evernote, Google Drive, etc.

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Some topic-specific sites I use:

Fundraising/Project-related:

1. Kickstarter

2. Indiegogo

3. GoFundMe

Media-related:

1. IMDb

2. Rotten Tomatoes / Flixster

3. Spotify

Game-related:

1. Roll20

2. Obsidian Portal

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Some sites I've checked out but don't use:

1. Vine

2. Snapchat

3. Pinterest

4. Reddit

5. Tumblr

6. Flickr

7. Yelp

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Some sites I use:

1. Facebook / Facebook Messenger

2. Google+ / Google Hangouts

3. Google Docs / Google Drive

4. LinkedIn

5. Twitter

6. Instagram

7. YouTube

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Significantly improves YouTube comments by replacing them with random herps and derps.

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With more than 2.20 billion monthly active users, Facebook is a major player in the world of social networking. Businesses looking to market using Facebook have one major tool at their disposal: the Facebook Page.

Facebook Pages were specifically engineered for businesses. They provide a public home on Facebook for a business, and they allow businesses to publish content and receive comments and feedback from fans and customers.

Facebook Pages are a simple tool, but they allow for many interesting business opportunities. There are some companies out there who really take advantage of the cool stuff you can do on a Facebook business Page to connect, engage with, and delight fans, as well as drive traffic to specific parts of their website.

So, we combed through the web to find 21 Pages to inspire your own Facebook marketing. Seriously, these pages are awesome and well-liked.

21 of the Best Facebook Business Page Examples Online Today

Page Likes: 956k

Here's an example of a Facebook Page that focuses on the customer. The content they post is interesting and super relevant for their target audience: cool photos, videos, and tips for outdoor adventurers. They also include tabs dedicated to their events, open job opportunities, and to each of their most recent grand openings.

Page Likes: 525k

Travel agency Intrepid Travel has put together a great Facebook Page -- complete with a special tab that shows trip and tour reviews, and one that lets users search and book trips without having to leave their Facebook Page. Talk about a great user experience.

They also consistently post compelling videos that'll have you itching to pack a bag and hit the road. Check out this food tour of China they posted to give potential tourists the nudge they need to book an adventure:

Page Likes: 3.3m

Shopify, an ecommerce website platform, is a prolific multimedia publisher, evidenced by its Facebook page. While its photos section consists of branded infographics that share data from the industry, its video section is full of how-to clips you'd normally see in article form.

The company's case study series, "My First Sale," is what really helps the page shine, though. Check out just one of Shopify's case studies from its Facebook page below.

Page Likes: 915k

Threadless has tons of great images on their Page. Most notably, their cover photo features different T-shirt designs, which they always credit to the designer in the original posting. They also carry over important functionality from their website, including a "Shop" tab where you can begin browsing for a particular product.

All in all, Threadless does a great job of creating a fantastic user experience that doesn't require the user to leave Facebook. Plus, they have a badge in their "About" section signifying that they respond to inquiries quickly -- which is great for showing fans and followers that they're listening.

Page Likes: 2.9m

For a magazine, WIRED is almost all video now. But combined with its mesmerizing images and hyper-analytical articles, this publisher has turned its Facebook page into the ultimate hub for hot takes on the latest science and technology.

It doesn't even matter what medium you consume WIRED in now -- it's all just solid content to have on your News Feed. And for as prolific and diverse as WIRED is, its Facebook Business Page balances all of it quite nicely.

The company also broadcasts from Facebook Live every month. Check out some of its live-video library below.

Page Likes: 32.1m

The folks at Nutella have the unique challenge of having to find an infinite number of ways to feature a single product so their social media content stays fresh and interesting. The key to their success? A wide variety of interesting visual content.

They've taken full advantage of the rise of video on Facebook: As of 2018, videos on Facebook have 135% more organic reach on users' News Feeds than the average photo. Much of their video content is centered around creative (and delicious) ways to work the infamous hazelnut spread into different recipes, such as these incredible Nutella pancake cupcakes:

The company also shares a ton of great images that generate a huge amount of engagement, like this clever emoji-inspired post:

Page Likes: 2.4m

Zappos.com is known for great customer service, and they keep that reputation going on their Facebook Page. For example, they have a badge in their "About" section that says they typically respond to customers' inquiries within the hour. That's fast.

They also have a small section of their Page dedicated to visitor posts, which features customers' posts about Zappos' great customer service on and off Facebook.

Not to mention, they're committed to responding to comments -- and they aren't afraid to have fun with it:

Customer service aside, Zappos has also fully taken advantage of Facebook's call-to-action button feature by placing a "Shop Now" button at the top of their Facebook Page.

( Check out this episode of The Growth Show to learn more about how Zappos built a lovable company culture.)

Page Likes: 15k

Ceros specializes in interactive content creation. And if the company's retro cover photo doesn't intrigue you, its unique "samples" will.

Along the side of its Facebook page, Ceros promotes a sample ebook, nanosite, and infographic that visitors can view in their entirety right from Facebook. And true to the Ceros brand, each sample is interactive. Talk about transparency from a customer's first touch with the business.

What's a nanosite, you ask? According to Ceros, it's an opportunity to show your customers various pieces of your work in the form of a miniature website. Here's what Ceros's nanosite looks like on Facebook (each tile is clickable from inside the page).

Page Likes: 500

First things first: iGoMoon, a small web development agency based in Stockholm, Sweden, has an illustrated cover photo that is so fun to look at. As a result, the company gives visitors an early glimpse into its versatility and attention to detail.

As you can see from the image above, the company also features a call-to-action (CTA) below the cover photo for users to "Recommend" the business on their own Facebook profiles. With how important word-of-mouth is to gaining customers' trust, this is a valuable feature of iGoMoon's Business Page.

While the Facebook Page's photo section is rich with employee photos showing off the company's culture, iGoMoon's video section plays host to an ongoing industry series called, "Månresan: Life as a Bootstrapper." This agency definitely knows its buyer persona. Check it out below.

Page Likes: 4.5m

The NHL rocks Facebook. Their Page prioritizes the things they know users care about most when visiting Facebook: photos and videos, live streaming (which they include during the season and remove in the offseason), and contests that give them the chance to win tickets.

Not only that, they're constantly putting out relevant news stories and compelling visual content that get high levels of engagement from their fans. For example, NHL and GoPro have been partnered up since 2015 to bring hockey fans unique perspectives from games, and these videos can be found in the "Video" tab on the NHL's Facebook Page.

Page Likes: 4.2m

Tough Mudder, an organization that runs hardcore obstacle course events focused on teamwork and camaraderie, leans on social media sites like Facebook to help recruit and pump up participants.

They do a great job of keeping their Facebook content fresh and up-to-date, which is especially important for an events company. Not to mention, each event they run has its own Facebook Event -- which shows up in an "Events" feed on their Page -- so participants can connect, ask questions, and share event-specific photos with the community.

Speaking of community ... the folks that run the Facebook Page always find clever ways to keep the Tough Mudder family connected and engaged using fun hashtags like #HeadbandMonday:

Page Likes: 2.2m

St. Jude's is a volunteer- and donation-driven organization, and they do a fantastic job engaging their volunteer and donor bases on Facebook. Their posts and photos are highly engaging, often featuring the personal stories of patients who were helped thanks to the generosity of people like their Facebook Fans.

Their Page also offers tabs that allow you to donate, browse careers, look at photos, and more -- right from the Facebook Page.

Page Likes: 37.2m

Starbucks was an early social media adopter, and it comes through in the polish and features of their Facebook Page. The "International" tab leads you to their local Facebook Pages, so non-English-speaking fans can easily navigate to their country's Starbucks Page.

Beyond that, Starbucks uses its Page to showcase their rich visual content, run contests for seasonal products, highlight job openings, and interact with followers, like they do with the quiz below:

They also offer a slick store locator application:

Page Likes: 6k

MAS Digital is a Guatemalan marketing agency with an explosive Facebook Business Page. Part of this impression comes from the company's stylish cover video (you can't tell from the image above, but the cover photo is actually a video).

One of this Page's premiere features, shown below, is its "Services" section, offering branded tiles that briefly describe MAS Digital's four lines of business. From the animated cover video to the warm color scheme, this Business Page swung for the fences.

Page Likes: 1.2m

Adobe is a computer software company that could post all about software and technology all the time ... but they do a great job of catering their content to Facebook users, who tend to log on to socialize, read or watch fun content, or read the news. Here's an example of a cool video that would be interesting to their design-focused target audience:

Adobe also has a special Notes section that outlines the rules of the Facebook Page -- and thus setting expectations for their fans. Granted, it hasn't been updated since 2010 ... but it's still a great thing to have.

Page Likes: 3.3m

Your customers can be your best sources for market research. The Burt's Bees Facebook Page uses a poll tab to ask questions about flavor preferences, product names, and so on. Customers have the option to vote, see results, and/or share their opinion on their own Facebook Pages. They also have a "Coupons" tab that gives customers opportunities to save money.

Page Likes: 276k

With all that space in the cover photo, why not pair colorful visuals with a strong value statement? That's exactly what EasyLunchboxes does. They put it all out there as soon as a user lands on their Facebook Page.

In addition to posting fun pictures, videos, and tips like "lunch box hacks," the Page also includes tabs that let users ask questions, sign up for their newsletter, follow their blog, and even get recipe and meal ideas. Overall, the Page is on-brand and clearly displays the utility of the product.

Page Likes: 764k

For a company that's been around for over 50 years, Gold's Gym has shown they can keep up with the times on their Facebook Page. Their " Gold's Gym Challenge" is a Facebook group promoted in the "Community" section of their Business Page, which lets users join the group, see other members, and join the discussion without leaving Facebook.

They also have a handy gym locator app that leads folks straight to their "Find Your Gym" webpage (unlike Starbucks' locator app, which is right within Facebook) so that prospective members can easily see whether there's a location nearby.

Lastly, Gold's Gym keeps engagement high by posting lots of content, much of which features members' inspirational fitness journeys.

Page Likes: 528k

As a company based on creating flexible entrepreneurial opportunities for women, Stella & Dot relies on platforms like Facebook to help grow their business via word-of-mouth marketing. They are a great example of an organization that's successfully built a community on Facebook.

They use it to share styling tips with their social community, show how their pieces are designed and made, and post videos on how to wear their jewelry. All of their visual content is vibrantly colored and beautifully shot.

They've also taken advantage of Facebook Live by posting live videos of trunk shows, which can help prospective trunk show hosts learn how to do one -- or just bring entertainment to anyone watching.

( Read this article for more awesome Facebook Live use cases.)

Page Likes: 189k

Like Zappos, Mabel's Labels -- creators of high-quality labels for the stuff kids lose -- has also taken advantage of Facebook's call-to-action (CTA) button feature with their "Shop Now" CTA, linking to their homepage.

In terms of content, they've mastered the art of posting the perfect balance of engaging videos, photos, and GIFs that align with the interests of their target audience: moms. For example, check out this relatable ecard they posted to reassure moms everywhere that they know just how real the struggle can be:

Mabel's Labels has also taken advantage of Facebook Live with videos like the one below, which they pinned to their Facebook Page to make it more easily visible for a longer period of time.

Page Likes: 7.4m

UNICEF's Facebook Page is all about teaching Facebook users who they are and giving them options to take action. The opportunity for users to get involved right from the Page ranges from the "Donate" call-to-action button at the top of their Page that takes you to their official donation website, to their "Actions" tab that lets you share a relevant update with your Facebook friends via a Facebook app called ActionSprout.

It also lets you sign up for their email newsletter right from a form that appears on the page.

UNICEF is known for creating powerful content like videos to spread awareness and positive messages about current events. One example? The video they shared to Facebook about the Syrian refugee crisis. ( See #3 in this blog post to watch the video.)

Use these awesome Page examples as inspiration to finally create a Facebook Page for your business, or as motivation to improve your existing page. You don't have to do everything. Instead, focus on the core needs of your fans and customers.
Want to see how HubSpot uses Facebook? Check out HubSpot's Facebook Page here.

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21 of the Best Facebook Pages We've Ever Seen

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With more than 2.20 billion monthly active users, Facebook is a major player in the world of social networking. Businesses looking to market using Facebook have one major tool at their disposal: the Facebook Page. Facebook Pages were specifically engineered for businesses.