Social Influence Marketing

You Can’t Make This Stuff Up

By Paul Konikowski, CTS-D

Last week, a young man who loves body art AND his Pioneer headphones decided to combine these two passions into one tattoo.  He instantly uploaded a photo to Pioneer’s Facebook Timeline (company profile):

Pioneer Headphone Tattoo
Photo courtesy of Tyler Patrick Clancy, who posted his photo to the Pioneer Facebook page

Within the first 17 hours, Tyler’s tattoo photo had received 87 Likes and 181 Shares.  Remember that each time you Like a photo or Share it to your page, it broadcasts to a portion of your Facebook friends and shows up in their New Feed and/or Notifications.  The more Likes, Share, and Comments a given photo gets on Facebook, the more likely it will show up in another’s News Feed.  Users can also adjust how they see Company Updates, as pictured below.

Facebook Interest Lists
How to add a Facebook Fan Page to your Interest Lists

Later that same day, the administrators of the Pioneer Facebook Company page were smart to repost the tattoo photo to their Timeline, which pulled another 1,350 Likes, 55 Comments, and 182 Shares.   All from 2 mouse clicks.

Pioneer did not pay this young man to get a tattoo, nor did they have to pay a photographer to take his photo.  They did not hire a Public Relations firm to put out a press release on a wire service.  They did not host a photo contest on Facebook for the craziest tattoo. They could have promoted this post or used Facebook Ads, but my guess is that they didn’t pay Facebook anything to promote this post.  The buzz was all generated purely from social influence.

But it does not mean that Pioneer’s social marketing team was not doing their jobs.  On the contrary, I would say they were “all over it”.  With over 328,000 Company Page Likes, their strong social community was ready, willing, and able to share Tyler’s new tattoo as soon as he uploaded it, spreading the Love Of Pioneer all over the audio web. Oooo weeee, sticky icky icky!

Traditional marketing efforts do not resonate on social networks as well as social influences and peer recommendations. For example, a stock photo of these same headphones would not be shared to the same extent.

New social media apps like Spotify have featured songs and suggested playlists based on a given user’s music tastes, but its far more likely that a user will check out what his or her friends have listened to before listening to a promoted track.  Users can send individual songs to friends, share them to their profiles, and create custom playlists (much like mix tapes back in the day) that can be followed or even setup for collaboration.  Recommendations and updates show up in a user’s Inbox, without having to send the actual song files around in emails, etc.  Artists and song writers collect royalties based on the number of plays.

Spotify Social Influence

A few months ago, I was invited to a collaborative Spotfiy playlist, where various Spotify users share “new” music with the group, usually on Fridays.  There is an accompanying secret Facebook Group so that collaborators can easily share comments about songs and artists.  This also utilizes the Facebook Notify function on smartphones to let other Group members know there are new songs added to the playlist.

Facebook Group

I can’t tell you how much I enjoy being part of this collaborative Spotify playlist, and how many new bands I have “discovered” from it. Although I only know two group members on a personal level, I prefer hearing “new” music from these group peers rather than commercial radio. I am not against radio, but most of the stations have been bought out by conglomerates who try to choose which music is going to be successful before it even gets airplay. If every radio station was still independently owned, we would have a lot more diversity in the music that we listen to, and a lot more faith in the station operators.

Imagine that: radio DJS that we could trust to introduce us to new music.  They should make an app for that.

Do you use Spotify or Facebook to Share music with your friends or followers?  Email me at pkav dot info at gmail dot com


Facebook Graph Search

Facebook Search Offers Opportunity For SEO

By Paul Konikowski, CTS-D

Facebook Graph Search
Facebook Graph Search allows users to search locations, photos, posts, friends, or friends of friends. Stalker.

If you are still not “on Facebook”, I applaud you, if for nothing but the time and energy you save. But if your business is still not on Facebook, you may want to reconsider. This month, Facebook started rolling out their much-anticipated Graph Search. Here’s a sneak peek, if you don’t have it yet.

The Facebook search engine has been evolving over the past few years, and started including web results from But it wasn’t great. For example, the other day my friend asked me how to search for a photo seen in their news feed a few weeks earlier. With the old Facebook search engine, there wold be no way to search photos from friends; but with graph search, everything changes.

So what does this new search engine mean for your business? Well, the “next generation” of consumers between the ages 16 and 26 probably checks their Facebook messages more often than their email. They trust their friends posts more than other advertisements, and can now search for restaurants and products their friends “like”. If your business is not active on Facebook, and your competitors have a large following, they will be suggested first.

As Facebook’s new Graph Search evolves, certain restaurants and businesses will be listed higher in the search results, partly based on the keywords they use on the pages and posts. Just like LinkedIn, most Facebook pages and posts are not optimized for search engines, so the competition for keywords is low.

Facebook Graph Search For Cats
Facebook Graph Search allows use to search your friends photos, for cats, on Caturday

Although the exact graph search algorithm is unknown (at least by yours truly), its easy to test keywords in graph search and see where your business shows up (if at all). It’s also very likely that Facebook will start to categorize people and companies based on their posts. For example, if you tend to post a lot of content about concerts, Facebook will start showing your posts in search results when someone searches for live music.

Facebook Graph Search SEO
Note how El Sombrero restaurant is listed first in the new Facebook Graph Search results

As you can see in the above results, businesses that your friends have “Liked” will show up higher in the search results. Similarly, your friends will see your Likes and posts before they see “strange” businesses, products, and posts. But strangers will see your public posts and your businesses, a little lower in the results, especially if they search nearby you. That is why its important to give a location to your page, and optimize it for your region’s nicknames if you are seeking local business (i.e. Bay Area or Tri State Area).

Facebook: If You Don’t Like It, You Can Logout

Please Stop Complaining About Facebook On Facebook

By Paul Konikowski

Facebook Close Friends
How to add someone to your Close Friends list on Facebook

If you are one of the millions of people “on Facebook” (yes, its kind of like a drug),  you may have noticed that a lot of Facebook users (junkies) tend to complain every time the website makes changes.  For example, the switch to Timeline upset a lot of people who were content with their old Facebook Profiles and Walls.  And lately, many users and especially bands are sharing this post from Dangerous Minds and/or posting a similar meme saying “Facebook, I Want My Friends Back”.

Many are upset that their Friends or Fans are not seeing 100% of their posts 100% of the time. Tell me, would you really take the time to read hundreds of posts each day from all the Friends, Bands, and Pages you have liked over the years? Just like in real life, the more friends you have, the less you see of each of them. The more hobbies you engage in, the less time you spend on each interest.

Facebook Interest Lists
How to add a Facebook Fan Page to your Interest Lists

Instead telling FB they are wrong for trying to prioritize the posts in your News Feed, or that they are wrong for trying to make a profit by using Promoted Posts and Advertisements, you should take some time to learn more about EdgeRank. Go to your favorite Pages and click Add To Interest under the Like button; Unsubscribe from Pages you don’t care much about; label your Close Friends as such, and I guarantee your News Feed will be much more fulfilling.

If you have done all that, and are still mad at Facebook for the changes they have made, just logout, or even better, close your Facebook account all together, and save us all a few seconds each day.

Remember, Facebook never promised that your followers would see all your posts, nor should they; it’s simply impossible. No one is forcing you to be on Facebook; but I for one am glad you are “on it”.

Facebook Friendship Pages
Preview of the next big change to hit Facebook: Friendship Pages. For more info :