Facebook Tests Professional Skills and Surfacing Tool

Facebook surfacing tool

Over the last few weeks Facebook has rolled out test version of two new functions on the social media site: the additional of professional skills to users’ work and education sections, and a new ‘surfacing’ tool to allow you to see the demographic breakdown relating to conversations.

The new professional skills section is a fairly obvious addition if Facebook are hoping to provide competition for LinkedIn as a recruitment and business-based platform. Facebook is still seen as a leisure activity, though the number of companies doing busines on the social site has increased enormously in recent years, and recruiters notoriously take sneaky peeks at applicants’ social history to check for past discretions or personality flaws – it makes sense to open the format up to individuals looking to provide potential employers with a more professional profile. These skills will also allow users to be grouped according to new specifications which could prove useful to marketers and advertisers.

At the same time, Facebook has unveiled their new ‘surfacing’ tool, drilling down into public conversations and collecting posts relating to certain terms or words over time, providing a demographic breakdown of the results. This will allow selected users, such as news organisations, to integrate Facebook conversations directly into broadcasts, displaying public posts in response to current news stories. Already tested by CNN’s News Day, the broadcast feeds in Facebook comments on breaking news during the course of the show to provide a social angle.

Facebook surfacing tool

This trending tool will allow the media to focus on specific topics, displaying feedback on relevant buzzwords and current events. Facebook’s VP for media partnerships and online operators Justin Osofsky explained:

“Over the past few months, we have rolled out a series of products aimed at surfacing the public conversations happening on Facebook including hashtags, embedded posts, and trending topics. We are committed to building features that improve the experience of discovering and participating in conversations about things happening in the world right now, including entertainment, sports, politics and news.”

Additional partners for the testing period include Sky TV, Slate, NBC’s Today Show, CNN, and Buzzfeed, who have been provided to access to the Public Feed API and Keyword Insights API to collect real-time feeds of public posts.


About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Make the Most of the ‘Summer Slump’ with Social Media

summer slump business tips

The ‘summer slump’ is a common complaint for businesses – when the weather gets hot and customers head off for their holidays, business gets slow and companies get lazy. But summer is a great time to revitalise your marketing strategy, especially with social media – make the most of your customers feeling a little more laid back and having some time off to engage, interact, and bring out some innovative summer-based promotions.

During slow seasons and periods it can also be useful to  make plans and set down the groundwork for new campaigns or changes to your website that can be rolled out in the autumn when business picks up again. That way you’ll be in the strongest position possible to match and exceed your competitors when summer is over.

Here are just a few ideas for making the most of the summer slump with social media:

  • Refine your marketing message according to your followers’ responses and reactions – take this time to test out some new ads, a new style of content or create some great videos or images to share;
  • Focus on products and services and the best way to promote them to followers on social media – perhaps a promotion to get rid of end-of-season stock;
  • Refresh your website copy or take some time to create new blog content and find related sites and blogs to guest-blog or post articles on;
  • Test out new lead generation techniques and keep in contact with soft leads via email marketing and social media;
  • Connect with your existing customers and invite recommendations for how you can adapt and improve your service;
  • Train employees to help out with your social media activity – a quiet time in the office can be a good chance to improve your staff’s online customer service skills.

And, of course, take advantage of the slower summer months to take a break yourself – that way you can hit the ground running when it’s time to ramp up your business activity when the slump passes!

For help with any aspect of your digital marketing strategy, from SEO to PPC, social media to business copywriting, Ikroh.com are here to make your online marketing campaigns as successful as possible. Just give us a call or make an appointment to pop into our Milton Keynes offices for a chat.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

How to Develop a Kickass Social Media Strategy

social media marketing strategy


A good social media strategy is grounded in your company’s short term and long term goals, focused, adaptable and engaging. Developing a kickass strategy for your business can be a steep learning curve, so be prepared to tweak and adjust your campaigns as you go, and learn to interact with your followers and customers in a way that strengthens your brand. Here are a few fundamentals to help you to build a solid social media strategy from the very start:

  • Link your website with social media – Customers should be able to easily get from your social media pages to your website and vice versa without needing to search for more than a second or two. Integrate social media into all your online activity and create your own mini web.
  • Focus and specialise  – It’s a waste of energy to try to spread yourself over too many social sites, and your audience are likely to congregate in one or two areas anyway. Focus your time and your budget on the places where you can really make an impact in social media.
  • Re-target existing and ‘almost’ customers – Use retargeting techniques to convert customers who have already shown an interest in your products and services using targeted ads, social media, and email marketing.
  • Use images and video  – Multimedia content is far more viral than text. Source high quality images and videos for your social media posts and encourage clickthroughs. Post your own content on YouTube or Vine for an extra boost.
  • Stay relevant – Respond to news and current events with your content, and keep track of keywords and mentions that relate to your company and your products.
  • Create original content  – And make it regular. Fresh, unique content not only helps your search ranking, it encourages followers to keep visiting your social profiles or your blog/website for new posts.
  • Interact! Social media is… well, social. Make sure you are on top of all your interactions, responses, complaints and enquiries. Nothing’s a bigger turn off in social media than an inactive account.
  • Use email – Email newsletter recipients are more likely to share content via social media than a casual follower on your account. Embed social buttons within your email marketing and encourage social followers to sign up for a newsletter.
  • Show off your brand  – At the end of the day, social media is a great opportunity to show the world what your company is about – give followers a sense of your personality and your style and make genuine connections to create a feeling of community around your brand.

So go forth, have fun, and enjoy the fresh approach of social media – you never know, it might even help to shape your company for the better.


About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

The Whys, Whats and Hows of Social Media Monitoring

social media monitoring

social media monitoring

There’s no point spending valuable marketing time on social media if you don’t have the monitoring in place to track specific metrics and results of your campaigns. After all, don’t you want to know how social media is improving your business? I know our clients do! Setting up even the simplest social monitoring allows you to see how social media works within your company’s digital marketing strategy and how you can tailor and streamline your approach to make it even more effective. There’s more to social media monitoring than we can fit in a bitesize blog post but for now here are a few answers about why you should implement a monitoring system, what you should be monitoring, and how to go about it:

Why Monitor Your Company’s Social Media Marketing?

By looking at your social media audience and their interaction with your brand, you can:

  • Identify what separates an active audience from a passive one
  • Gauge the sentiment towards your business
  • Respond quickly to customer enquiries and complaints
  • Measure the reach and impact of your company’s social activity
  • Keep on top of trends and patterns
  • Increase brand awareness and boost online visibility
  • Find out how to acquire new customers, retain existing customers and convert the ambivalent
  • Track social referrals to your site
  • Compare competitor activity
  • Work out how social can complement your overall digital marketing, including SEO and PPC 

What Should I be Monitoring within Social Media?

  • Popular subjects and trends
  • Posts that create interactions and conversions
  • Which social channels are the most active for your audience
  • When beneficial social interactions take place
  • Whether the sentiment towards your brand is positive or negative
  • Who the key influencers are within your demographic
  • What impact social interaction has on your website traffic and sales

How do I Implement Social Media Monitoring into my Marketing Strategy?

  • By identify key performance indicators and goals for each campaign
  • By setting up tracking for individual metrics relating to these goals and KPIs
  • By targeting relevant and influential social users
  • By creating engaging and sharable content
  • By using a variety of formats (including multimedia, questions and promotions) to encourage activity and social sharing
  • By adapting and adjusting campaigns according to performance
  • By incorporating plug ins, third part apps and built-in analytics tools to build a comprehensive picture of your social marketing performance
  • By analysing your data to discover the most efficient way of reaching and engaging your audience

If you’re unsure how to go about any of the points in this post, feel free to get in touch with us at Ikroh.com for help with your social media marketing strategy, or make use of the many free and affordable social monitoring tools and systems available. One of the most important aspects of social media monitoring, in our opinion, is to get your analytics and metric tracking set up before you embark on a major campaign so you are able to track every element from start to finish. Whoever says “you can’t quantify social media” is really saying, “I don’t know how to monitor my social media activity” so don’t be afraid of getting your hands dirty, delving into the world of metrics and analytics and learning a little bit more about monitoring your social media marketing…

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.