Hi Majken,
I'm okay if we continue the discussion as a learning tool. :) I can give
insights on why we do things, but I want to make sure it doesn't become
an all out attack on our methodology. ;)
C
On 1/24/13 5:30 PM, Majken Connor wrote:
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]
<mailto:[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]
<mailto:[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] <mailto:[email protected]>
>
> > https://lists.mozilla.org/listinfo/governance
>
> >
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