Carmen, If you don't object can we continue this on the marketing list? I find this fascinating and I'm sure lots of other people would as well (especially those subscribed to the marketing list) as well as helpful for our efforts in promoting our local communities.
On Thu, Jan 24, 2013 at 3:28 PM, <[email protected]> wrote: > On Friday, January 11, 2013 3:10:10 PM UTC-5, Majken Connor wrote: > > Hi William, > > > > > > > > Can you and/or Carmen share a bit of information about why you choose the > > > > messages you do? I personally would rather the media be used for more > > > > direct messaging, like maybe a tip of the day on using Firefox, a > > > > recommended add-on at a regular interval, but maybe you have data or > > > > experience that shows more casual messages are effective? > > Hi Majken! Thanks for raising the question. Anyone can always contact me > about content questions directly, if you'd like. > > There's not an easy answer to your question. Social media is a tricky > marketing medium, which exists to create engagement with our fans. What > posts create engagement? That changes almost weekly, it really is a game, > and we play it with marketing insights and data. > > With 13 million fans (and growing) we are never going to please everyone > all of the time. We have to cast the widest net to get the most engagement, > which we try our best to do in the appropriate ways (avoiding religious > references, for example). We also target our posts as much as Facebook > allows, some to US only for those references, others to language. > > We also work with localizers to help keep our content in check. They > sometimes advise if something doesn't work for their locale. > > We often post about add-ons, or tips (which as a side note, underperform > each time.) We follow social media best practices that work for other > companies. We have developed our own best practices over the last few years > to know what works and what doesn't. > > It's also worth noting that Facebook's algorithm, Edgerank, punishes us > when we post things that people don't engage with. If the algorithm > suspects that we post things that people aren't interested in, they will > show our posts to fewer and fewer people. So essentially, we are speaking > to the largest common denominator. We post more of what people tell us they > like (with their likes, comments and shares.) > > There are so many other aspects that go into social media marketing that I > won't bore everyone with here. It won't ever be perfect, it's one of the > hardest mediums to conquer (and only a few do it super well - and they have > staff over over 50 to do it!) > > We are always open to suggestions, and my email box, while full, is always > there. :) Though sometimes, we have to rely on our expertise and experience > to make those decisions, which also may not make everyone excited. It's a > give and take, I know. I wish I had the magic social wand. :) > > I have noted your points - one thing that makes social great is we're > always learning. > > I think we can take it off this list - if you'd like, and work on more > direct communications through email. > > Hope that helps, > Carmen > > > > > > > > > Should we continue this discussion here or move to the marketing list? > > > > > > > > On Fri, Dec 28, 2012 at 3:11 PM, <[email protected]> wrote: > > > > > > > > > There is lots of great discussion here. Thanks for all the feedback and > > > > > for voicing your concerns. > > > > > > > > > > I've been managing our Firefox social media accounts for a couple > years, > > > > > and I helped write our posts, including our holiday-themed content. > > > > > > > > > > With our current process, me and Carmen, our content editor, write > > > > > engaging content that our millions of Firefox fans will enjoy. This > content > > > > > should take into account our messaging priorities and always hold up to > > > > > Mozilla's values. Once drafted, the content is then approved by our > content > > > > > team in User Engagement before it is posted. > > > > > > > > > > We try to be very careful about avoiding posting content related to > > > > > personal viewpoints such as politics or religion. We do try to mention > > > > > relevant holidays when we think our fans will enjoy the content. > > > > > > > > > > Some responses below. > > > > > > > > > > On Thursday, December 27, 2012 3:05:43 PM UTC-8, Majken Connor wrote: > > > > > > My point also wasn't to call out the fact that the reference was > > > > > > > > > > > > specifically Christian. My point was that up until a point the > holiday > > > > > > > > > > > > posts were broad and therefore more inclusive, then there were > specific > > > > > > > > > > > > posts about only one celebration. On top of that it makes indirect > > > > > > > > > > > > references to religion though I do respect that it was being avoided > as > > > > > > > > > > > > much as possible. > > > > > > > > > > We did try to avoid direct references for religion for reasons > mentioned > > > > > above. Most of our holiday posts are pretty broad. The specific ones > about > > > > > Christmas were published later in December as Christmas day approached > and > > > > > it was therefore more relevant. > > > > > > > > > > > The real issue I want to raise is that we have community guidelines > about > > > > > > > > > > > > being inclusive that focus around leaving our personal differences > at the > > > > > > > > > > > > door, eg religion, politics, culture, and coming together in > forwarding > > > > > > > > > > > > Mozilla's values. This poses an interesting question, especially for > > > > > > > > > > > > engagement, in terms of how much we should follow that distinction > as we > > > > > > > > > > > > act on behalf of Mozilla. Should Mozilla assets focus on Mozilla > specific > > > > > > > > > > > > news and events, or should we use "off topic" cultural/political > events > > > > > to > > > > > > > > > > > > help raise our visibility? How do we do that right? > > > > > > > > > > This is a key question. I think it's okay to leverage non-Mozilla new > and > > > > > events when it's appropriate for users and is consistent with our > values. > > > > > Lots of international days and holidays are great opportunities. A few > > > > > examples are Friendship Day, Thanksgiving (United States), and One Web > Day. > > > > > > > > > > > The popcorn political ad maker during the US election is an > interesting > > > > > > > > > > > > example. It acknowledged a world event without taking a side in the > event > > > > > > > > > > > > and directly promoted a Mozilla technology. In fact you made the ad > about > > > > > > > > > > > > yourself, not about any real candidates. This feels more on the right > > > > > track. > > > > > > > > > > I love this example, and I'd like to see us have more activities like > this > > > > > that we can feature on our channels. > > > > > _______________________________________________ > > > > > governance mailing list > > > > > [email protected] > > > > > https://lists.mozilla.org/listinfo/governance > > > > > > > _______________________________________________ > governance mailing list > [email protected] > https://lists.mozilla.org/listinfo/governance > _______________________________________________ governance mailing list [email protected] https://lists.mozilla.org/listinfo/governance
