About Lisa Giosi

Facebook’s New Algorithm

July 8th, 2016

Facebook Algorithm BlogFacebook recently announced their plans to change their algorithm, which would favor friends and family over fan pages and publishers. Facebook said “We’ve heard from our community that people are still worried about missing important updates from the friends they care about…” implying their new focus to fill news feeds with content from friends and family.

What does this mean?

Brands and publishers who distribute content on Facebook will likely see a decrease in reach and referral traffic, particularly those who rely on clicks on page posts. With these new changes being implemented, brands and publishers will have to adapt by creating content that is more sharable. While sharable content is always desirable, it will also take some of the effect from this update away, helping publishers in the process.

Before this change moves into action, measure your Facebook audience over the next few weeks and see if this has affected your reach. If you notice changes, see if there are ways to adapt your content accordingly and make it more sharable.

Active Web Group is a full-service digital marketing agency that provides social media strategies for businesses of all sizes and industries. Looking to increase your social media presence and revenue? Get a Free Social Analysis Now or give Active Web Group a call at (800)978-3417 today!

Social Media Analysis

Was Instagram’s Re-brand a Good Move?

May 18th, 2016
Image Source: Instagram

Image Source: Instagram

Instagram’s new logo design is creating quite the buzz around the social media community, with comments ranging from support to scrutiny. As with most social media changes, everyone has something to say about it, but the real question is, how much does a logo really tell about a brand?

Of course, the general reaction is an example of human nature at its core – people fear change and when something unexpectedly changes, they tend to react negatively. In this case, Instagram has had the same logo since their debut in 2011, so a change, especially one this drastic invokes fear – but why?

This is such a stirring subject for users because ultimately, brands have their own identities. As a result, people personify brands, associating them with their own emotions. Brands are used by consumers as a personal identifier which is why consumers are loyal to the brands they choose – it’s another way to confirm who they are to society.

Get a Free Website Audit!

When criticized about their new logo, Instagram explained that their old logo was no longer relevant to their current branding. The original logo was supposed to convey a “vintage feel” because that was the message they were trying to convey. Fast forward to 2016 and Instagram’s brand has seem to changed, appealing to a predominantly younger demographic. With their niche in mind, Instagram will appeal to their most impactful demographics. Flat, colorful designs are what seem to be the current trend, that capture a lot of users. Instagram will continue to keep up with current design trends and stay as relevant as possible.

Here’s the problem – the change to the new logo was too abrupt, and it unnerved users. The conventional approach would be to change one thing at a time and evolve the brand, like Coca-Cola or Apple, for example. By making small changes over time, you’re not completely focusing all your efforts on one demographic and thus neglecting and deterring other groups. By making small adjustments you can measure the effectiveness (or lack of) for each change you make. This not only limits risk of upsetting users, but adds a more articulate and strategic touch because each change is more significant.

In short, Instagram bit off more than it could chew when it came to changing their logo so abruptly. There’s nothing wrong with segmenting, but there is a problem when you start rocking a ship that’s coasting nicely. The next few weeks will show if Instagram made a solid choice in their branding decision.

What do you think about the new logo? Post in the comments below!

5 Things You’re Probably Doing Wrong With Digital Marketing

April 15th, 2016

It’s in a business’ nature to cut corners and try to find the cheapest alternative to ensure profits. In some cases the marketing budget is one of the cuts, resulting in more do-it-yourself projects. For those who have taken it upon themselves to do their own marketing, here are five things you’re probably doing wrong. Read More »

How Social Media has Changed Customer Service

March 18th, 2016

Customer service has evolved over the years. Looking back at the start of the first call centers in the 1960’s, companies have been searching for ways to better communicate with their customers. Now, in an age where things are expected instantly, social media has allowed brands to improve customer service even further. Read More »

Create Landing Pages That Convert

February 11th, 2016

Conversion Rate Optimization, also known as CRO, is crucial element of any website, yet often it is half-hearted or completely forgotten altogether. According to Venture Beat, “[CRO is] the marketing equivalent of the smart salesperson that spends 80% of his or her time working on existing customers, rather than the colleague that chases across the country trying to find all new business.” This can be especially true with landing pages. Read More »

Do You Need To Reboot Your Branding?

January 25th, 2016

The key to a successful brand is consistency. There should be a “feeling” or an “identity” associated with your brand, and that should be presented online. Can your brand say it has the same feeling across devices and channels? Read More »

  1. 1
  2. 2