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Instagram’s rolling out some new moderation tools which will use machine learning to detect not only offensive language and spam, but also, comments that are considered discouraging for other users.
As explained by Instagram:
“Many of you have told us that toxic comments discourage you from enjoying Instagram and expressing yourself freely. To help, we’ve developed a filter that will block certain offensive comments on posts and in live video.”
As shown in the above screenshot, users will be able to activate the option within their ‘Comment Settings’. Once in place, the system will use Facebook’s DeepText AI classification system to detect and eliminate any comments that it deems to be in violation of Instagram’s Community Guidelines.
The system has been ‘taught’, by analyzing a huge range of examples in comments, how to detect such remarks, and utilizes a range of qualifiers to improve it’s results.
As explained by Wired:
“As with spam, the comments are rated based both on a semantic analysis of the text and factors such as the relationship between the commenter and the poster, as well as the commenter’s history. Something typed by someone you’ve never met is more likely to be graded poorly than something typed by a friend.”
The commenter themself will still see the comment on his/her device, reducing their motivation to try again, as they’ll assume that comment is visible to all. But that could also lead for some confusing interactions, especially if your comment is blocked erroneously – which will still occur in some cases.
In some ways, Instagram is the perfect testing ground for such features. With the focus of Instagram is on the visual elements, there’s less text on screen, making it a less enticing platform for trolls and abuse than, say, Facebook or Twitter, where their words get given more focus. That’s not to say it’s not an issue on Instagram, nor to diminish the significance of such actions on the platform, but the lessened emphasis on the text elements may mean Facebook can use Instagram’s tests of their DeepText system for this purpose as a research point for wider implementation across their other apps.
And it makes sense for Instagram too – the platform is now up to 700 million monthly active users, and growing fast, while it’s particularly popular amongst younger audiences. The younger skew makes the need for such measures even more pressing – suicide remains the second leading cause of death for people aged between 10 and 24 in the U.S. As such, anything that can be done to help is a positive.
In addition to this, Instagram’s also expanding its spam filter to detect content in nine different languages – English, Spanish, Portuguese, Arabic, French, German, Russian, Japanese and Chinese. And worth noting – the new offensive comment filter will only be available in English to begin with.
It’ll be interesting to see how these combined measures improve the user experience on Instagram, and whether their refined system can form a template of sorts for other platforms. As noted, eliminating trolls and abuse is an essential concern, and the platforms are already working together on similar fronts to find better solutions.
Hopefully these new measures deliver positive results, and advance the process.
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You start a business and think, “Well, the hard work is done. Now it’s time to make money.” Right… But where is that money going to come from? Sorry to burst your bubble, but there’s still a lot more work to be done here. If you want your website (and business) to start making money, […]
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As Facebook works to maintain its position as the leading social media platform in the world, it’s constantly trying out new measures and testing new tools in order to boost user engagement and keep you using Facebook for longer.
As such, there are always tests and features being pushed out to user subsets, minor updates that may not make big waves, but are still relevant and worth highlighting.
To help provide some additional context on these smaller tweaks and tests, we’re co-ordinating them into a weekly update to help keep you abreast of what Facebook’s trying out, where they’re focused and what you should be watching for in future.
Here are five smaller tests or updates seen ‘in the wild’ in the last week.
1. Instagram Photos Section on Pages
Ove the past few months, Facebook’s slowly been working towards better integration and connection with Instagram, utilizing the popularity of the two platforms for cross-promotion, while also making it easier for brands to manage their presence, and advertise, on the two.
Adding to this, some Facebook Pages which are linked to an Instagram account also now seeing an Instagram photos section on their Facebook Page.
The option could make it easier for Pages to generate more interest in their Instagram presence, while adding another visual element to engage Facebook Page visitors.
As noted, this is just the latest in Facebook’s efforts to further integrate the two platforms – they started rolling out a combined Instagram/Messenger/Facebook inbox back in February, and they’ve been testing out cross-app notifications for connected accounts, which alert you to interactions on each from within Facebook.
There’s also the continual integration of the ad options across all three – earlier this month, Facebook extended ‘Click to Messenger’ ads to Instagram.
The integrations make sense, but it’s also likely in Facebook interests to maintain some level of separation, as not everyone who uses, say, Instagram will want to use Facebook. Thus far, they’ve done that, and all indications suggest that will continue, but it is interesting to note just how similar each platform is becoming, and considering where that trend leads.
2. Comment Threads on Facebook/Instagram
As you can see, on the left here we have Facebook’s new comment test, which shows you an indicator bar based on how many replies a comment has received. On the right we have Instagram’s nested replies, which better highlight replies to each comment in a stream.
Making comments easier to follow has been another focus for Facebook of late – just recently, they added Reactions to Messenger to enable specific responses to comments in a chat, which helps to more clearly signify what it is the user is replying to (which can get confusing in group chats).
These new tests are along the same lines, and will make it easier to follow along and make sense of the comment discussion.
3. Animated Reactions in Videos
This one’s been around, in some capacity, for a little while, but is being tested more widely. Facebook’s testing out animated Reactions bubbles which float up on screen, signifying when someone ‘reacts’ to a video as you watch.
It’s similar to Periscope’s hearts, and Facebook’s more common Live reactions, except these ones appear in a three dimensional form, and can appear on any video you’re watching, not just live broadcasts.
Maybe, by giving you a more clear indicator of live response, it might encourage you to do the same, or it might help make the video viewing experience more communal and social by letting you know someone else is watching at the same time.
But it could also be distracting. It’ll be interesting to see the response, and whether this gets a wider roll out.
4. Categories in Video Tab
Facebook’s still refining its video tab before a full roll out, and one of their more recent tests has seen them add easy to access categories within the tab to help better guide user viewing options.
The tab is part of Facebook’s wider push on video content, which is likely to get more emphasis in the second half of 2017, with reports suggesting that Facebook’s looking to launch its own, original programming (The Wall Street Journal reports that Facebook is paying up to $3m per half hour episode to create new content). In that, it’s very likely we’ll see a broader push on the video tab, and the potential of it having defined sections like this – similar to YouTube – also makes sense, though you’d also expect them to be either customizable or more aligned to your tastes than the broad sections shown here.
5. Pages Tab
And the last Facebook test we saw this week was a trial of a new Pages tab for some iOS users.
The exact functionality of that tab is not clear, but it looks like it will help connect users to the Pages they follow more easily – which could help give Pages a reach boost by making it possible for users to discover relevant updates even if they don’t show up in their News Feed.
The tool would also enable Facebook to get a better understanding of the Pages you like, which it could use to further refine your feed.
But then again, will people use it?
Interestingly, it’s an extra tab, not a replacement, so it’s likely Facebook is just testing out variations of that extra button to see what response they get.
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LinkedIn designed Showcase Pages as a way for brands with multiple products and services to create pages dedicated to those diverse offerings. But Showcase Pages are much more functional than that – they can be used to target any customer or client segment,
But there are some rules and some limitations you need to be aware of. For example, you can only create Showcase Page names that aren’t taken.
In this post, I’m going to share seven tips we’ve found help our clients create focused, and compelling pages that gain followers, drive traffic and increase conversions.
A Brief Look at Showcase Pages
Showcase Pages are displayed below the company description and Insights (if available). By default, two Showcase Pages are displayed, and you can expand the section to see more.
Showcase Pages have the following benefits and limitations:
- They’re focused on content and promotion.
- You can see page analytics and update notifications.
- You can sponsor updates from the page.
- You can feature groups on the page.
- You can post to Showcase Pages from many social media management tools like you would your company page.
- They appear in search results on LinkedIn.
- Members can follow your Showcase Pages.
Are Showcase Pages the same as Company Pages? Not quite. Employees can associate themselves with Company Pages, but not Showcase Pages. Job postings and career pages can also only be associated with Company Pages.
Showcase Pages are intended for long term use, with a defined product or service line, or market segment. They enable you to distribute content to those segments of your audience and allow those people to tune into a specific subset of your products and services.
They aren’t intended to be used for one-off events, or even marketing campaigns that have a lifespan of a few months, they’re designed to attract followers that you can establish a long-term relationship with.
1. What Showcase Pages Should You Create?
Showcase Pages are designed to show content – you should think of Showcase Pages in the same way you think about your customer segments.
Consider creating a Showcase Page for any customer segment you create content for. If a product or service requires different content or has a different value proposition, it may benefit from a Showcase Page.
Cisco has Showcase Pages for different product lines, as wells as services, partners, support. Our Showcase Pages are focused on four lines of service, Inbound Marketing and Content, Cloud Computing Consulting, Training Classes and Certification, and Software Development and QA Services.
There are other ways you could organize your Showcase Pages including:
- Products and services.
- Types of customers (Women’s Services, Men’s Apparel, Youth Football, Retirement Services, etc.).
- Help and support.
- Product use cases.
- Customer stories (Success Stories, Testimonials).
- Individual store fronts (Featured Store).
- Recruiting focus.
2. Creating a LinkedIn Showcase Page
To create a Showcase Page do the following:
- Access your Company Page with an account with admin permissions.
- Select Manage Page.
- In the page manager, in the menu, select Admin Tools > Create a Showcase Page.
3. Naming LinkedIn Showcase Pages
One of the tricky things about naming a Showcase Page is that Showcase Page names must be unique. If someone else has used a name you’d like, you have to think of some other name.
But that’s not the only thing that makes naming Showcase Pages a little tricky – you need to consider all of the following:
- Your Showcase Page name must be unique within all of LinkedIn – Showcase Pages are essentially treated like Company Pages, your name must be unique. When you go to to publish your page, LinkedIn will tell you if your name is in use. The recently updated interface is very easy to use and shows you your new Showcase Page URL at the time of creation. To differentiate your Showcase Pages from others already on LinkedIn, consider adding a short company name or acronym to the name. For example, we added our standard company acronym, CTC, for Carver Technology Consulting. We chose to add the acronym to the front of our Showcase Page names, “CTC Inbound Marketing and Content.” You could also add it to the end of your names, “Inbound Marketing and Content Services From CTC.” We prefer shorter Showcase Page names, which concisely convey the focus of the page.
- Use keywords in your name if you can – You should include keywords in the names for your Showcase Pages whenever possible. By including keywords, there’s a greater chance people searching LinkedIn for products and services in your industry will find your page. Including keywords will also help search engines outside of LinkedIn index them so that they will show up on search results pages.
- Consider how the name will appear on your LinkedIn Company page – The new UI has improved how showcase page names are displayed. In the old UI, they were displayed on the right-hand side of the page. Names were cut off after 22 characters leaving the name unclear, uncompelling, or both. Now, as part of the vertical Company Page feed, you see the full Showcase Page name. However, if you’re using a company name to differentiate your Showcase Pages, long names may drown out the purpose. For example, if we preceded or ended all of our showcase names with “Carver Technology Consulting,” that’s probably all you’d see at first glance when you looked at our Showcase Pages. Remember, LinkedIn is a social network -sometimes one glance is all you get.
- Experiment with different combinations to find a unique name that works best – Consider rearranging words, using special characters, even dashes and underscores to get a name that is appealing to your target audience and meets the criteria we’ve listed. For example, a car dealer showcasing their service department might use any of the following:
- Auto Service
- Automobile Service
- Service for Autos
- Service and Parts for autos
- Service & Parts for cars
- Parts & Service for Autos
- Performance Service & Parts for Automobiles
Putting it all together. Brainstorm good names that describe the content you’re going to present in your Showcase Pages. Include keywords that are relevant to your industry in the full name (potentially at the end of the name). Identify wording combinations that that sound good when spoken, are easy to understand, and are compelling when viewed on your company page. Try them and see what’s available.
4. Renaming LinkedIn Showcase Pages
We’ve seen some clients contact us after setting up their Showcase Pages with buyer’s remorse. They’ve thought about their Showcase Page name for a while, and have decided they want to change it. There’s bad news and good news.
First the bad news; Showcase Page names are subject to the same name change rules as Company Pages – you can make only minor changes to names (such as making a word plural or singular). Anything more you have to make the change request through LinkedIn Support. If your page has been active for a while and has a lot of followers, this may be the best choice. If your page is new, we recommend creating a new Showcase Page, transferring the content, and notifying any followers. If you have a lot of followers, you can always incentivize them with an ebook or some other type of offer.
5. Configure All Showcase Page Information
Like most social media account profiles and pages, it’s important to completely fill out all the information for the Showcase Page and add images where you can.
The information you will need to provide is in the ‘About us’ section and can be configured on the ‘Overview’ tab when managing the page.
The information needed beyond the Showcase Page name is:
- Cover photo – This should reflect the product, service, or market segment being showcased. Consider using a cover photo that is the same, or similar to the one used on the corresponding landing page on your site. The image file must be a PNG, JPEG, or GIF file that is 8MB or smaller, with minimum dimensions of 1192 by 220, and maximum dimensions of 1536 by 768 pixels. You can add larger files, but they will be automatically cropped to fit. After adding the image, you can drag the image vertically to make the most desirable portion of the image visible.
- Logo – The logo appears to the left of your Showcase Page name, industry, and website URL. We recommend using your approved corporate logo without alteration, or with only minor alteration such as a different colored background. This logo will appear next to the Showcase Page name in search results on LinkedIn, so you want your corporate logo here. The image file must be a PNG, JPEG, or GIF file that is 8MB or smaller. The image will automatically be resized to 300 by 300 pixels. Images that are smaller than 300 by 300 are upscaled and often do not look good.
- Company description – This is a 2,000 character description of what the page is about. The types of content that will be posted on the page. This is displayed directly under the page name and website URL. This is likely the first thing people will read. We prefer to concisely describe the services the company offers related to the page focus, then explain the type of content people can expect to be posted to the page. Make your text and the content you publish compelling so that people will want to follow and come back.
- Specialties – You can add up to 20 specialties that are showcased on the page in white over blue highlight. You don’t have to select from any lists; you can just type what you want so consider incorporating keywords associated with your industry and your brand.
- Website URL – This should be the main landing page on your website associated with the product, service, or market segment. This is displayed just beneath the page title. If people want to know more about the products or services you offer related to this showcase page, this is where you want them to go.
- Address – The address for the company, or a specific team.
- Company Size – Select from the size ranges provided.
- Industry – Select the industry that is most relevant to the showcase page.
- Year founded
- Featured Groups – You can feature up to three LinkedIn groups on the Showcase Page. Once you do, it will add the list to your right sidebar for visitors to see. They show the groups you’re a part of, further highlight the specialty that the Showcase Page focuses on, and show your community involvement on LinkedIn.
It’s important to view your page in both member view and in the search box once you’ve updated your pages to make sure they look good.
6. Content to Share on Showcase Pages
You can post whatever type of content you choose on your Showcase Pages.
We typically recommend posting:
- Original content that’s relevant to the Showcase Page.
- Curated content from your customer base about your products and services (such as use case videos, and testimonials) – after all, you want your Showcase Pages to showcase your products, services, and knowledge.
- Curated content that helps make a case for your products and services. These might be any articles that speak to problems your company helps solve, product comparisons, or articles your experts have commented on.
If your employees and thought leaders are active participants in, or manage a LinkedIn group that tightly aligns with the focus of the Showcase Page, consider featuring that group on your showcase page to highlight that community participation.
Social Media management software such as Hubspot, Buffer, HootSuite, and Sprout Social can connect to LinkedIn Company Pages and can usually also connect to Showcase Pages for posting content. From Showcase Page management, on the Updates tab, you can also do things like pin posts to the top of your Showcase Page, see per-post analytics data, and sponsor posts for broader reach and visibility.
7. Promoting your Showcase Pages
Once you create your Showcase Pages, you should promote them to make your target audience aware of them. There are some ways you can promote your LinkedIn Showcase Pages:
- Cross promote – Let people on your other social networks know about your Showcase Pages, and the type of content they will find there. Repeat these posts at regular intervals at different times of the day. Several times per week for four weeks after creating a Showcase Page, then once a week continuing.
- Consider adding follow buttons – Add a follow button to the landing page on your website that corresponds to the LinkedIn Showcase Page.
- Use sponsored updates – Sponsor some of your favorite posts to extend your reach and make the page visible to your network, and extended network.
- Create Snip.lys to other content and banner ads to drive traffic and follows – We love Sniply because it lets us use content to drive traffic. If you use Snip.ly, create a Sniply to easily allow people to follow the Showcase Page. Use it whenever you promote content that’s posted on the Showcase Page.
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While none of LinkedIn’s latest feature updates is ground-breaking or revolutionary, they have added a heap of functional, smaller updates, which, in combination, actually provide some really useful functionality – which could easily be overlooked.
Just this month, LinkedIn’s added the ability to include pictures in comments and announced some new ‘Profile Views’ data points which are coming, including the keywords people used to find your profile.
Note: LinkedIn has confirmed this is coming to both free and paying users
Those go along with the addition of a new camera option, with filters to improve your profile photo, an automated summary generation tool, Trending Storylines to deliver sector-specific news updates and improved feed control options.
And now, LinkedIn’s announced another set of new profile features to make it easier to get more use out of the platform.
Here’s what’s been added:
1. Connection History
In order to give you more context for your connections, LinkedIn’s adding a note to profiles on when you first connected.
“Simply go to a connection’s profile and click on “Contact and Personal Info” to see when you first connected. This is a great way to add some personal detail when you reach out.”
Like another recent addition, ‘Conversation Starters’, which provides users with relevant prompts to help initiate interactions with other members, the tool is designed to give you another way to connect, another reason to start or help maintain a conversation – but you can also use it merely for context.
2. Updated Profile Customization
LinkedIn’s also making it easier to re-order the ‘Experience’ section of your profile with a new drag and drop option.
“For those multi-taskers who simultaneously hold multiple positions, you can now reorder the experience section of your LinkedIn profile just the way you want it. If you’re on a board while doing double duty as a full-time web designer, you choose what shows up first. You can also reorder your volunteer and education sections – just hover on the right of the position and drag to up or down.”
You’ve always been able to re-order the sections themselves, but this advanced capacity gives you even more control over how your information is displayed to visitors.
3. Expanded Profiles on Desktop
LinkedIn’s also bringing back expanded profiles on desktop.
“We heard you wanted the expanded profiles on desktop back, so we’ve made it easier now to see an expanded view with all of your connection’s details, including information on past and present positions, Groups joined, and recommendations.”
4. Quick Replies
And this one’s not new, but worth the reminder in line with these other changes – LinkedIn also recently added quick replies to their messaging to make it easier to respond on the go.
As noted, none of these updates, within itself, is ground-breaking, but in combination, you can see how they refine and improve the user experience. LinkedIn also notes they have more changes coming – we’ll keep you updated as they come through.
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Facebook’s adding some new metrics to their ad and Page data options, though they do seem a little confusing and may not be adding a heap overall.
First off, Facebook’s adding a new ‘Landing Page Views’ metric which will show advertisers how many users actually made it to their mobile landing page after clicking on an ad.
But the available CTR data should already tell you that, right? Do Facebook’s current ad metrics not tell you how many times someone reached your Page?
Kind of – as explained by Marketing Land:
“Someone may click on a brand’s ad to visit its site but hit the back button before the site actually loads, especially if the site takes too long to load over a cellular connection. So Facebook’s “landing page views” metric will augment the link clicks metric by only reporting the number of times the advertiser’s site actually loaded after someone clicked on the ad.”
It’s basically a more in-depth form of the current click metrics – but really, the only clicks you want to know about are those that actually go through to the page you’re trying to promote, right? In some ways, the metric may actually raise more questions about Facebook’s listed measurements than it provides more answers.
Facebook’s also going to start highlighting how many ad clicks have come from new visitors over returning ones, while they’re also adding some extra Page metrics:
- Growth and decline in Pages followers – including followers gained over time and how many followers have been gained through organic posts versus ads
- Exposure to Page information – Facebook will start showing Page admins how many people hovered over a Page’s name (as in when its mentioned in a post) but didn’t click through
- Recommendation count – this new metric will show how many times a Page has been mentioned in Facebook’s Recommendations feature (released last October) for local businesses and options.
- New demographic breakdowns of Page followers
The updates are part of Facebook’s ongoing effort to win advertiser trust in the wake of their various data reporting errors.
As per Facebook:
“We’ve heard feedback from businesses that they want more transparency and understanding around their Facebook performance. As part of our commitment to measurement, about every month or so we’ll release new metrics so that businesses have better ways to measure outcomes, all in one place.”
In practice, maybe these new metrics will add more value than it seems – and for specific businesses they’ll no doubt have significant value. But at a surface glance, they don’t appear to add a heap to the process.
The new Facebook metrics will be released “in the coming weeks”.
via Social Media Today Read More…
The influence pyramid has been overturned, organizations and brands no longer command power, compared to when advertising first began on television. Trust in brands is at an all time low, while any individual can build an influential presence using social media
Now, more than ever before, it’s become important to invest in influencer outreach and relationship building. The key to winning at influencer outreach is relationship building, and there are several ways to do it via social networks.
1. Share quotes with @mentions
Quotes get shared a lot on social networks, and even more so when they’re visual. They inspire people, can easily be turned into appealing visuals, and are great for building a rapport with the influencers who said them.
There are multiple ways to use quotes in your content.
- You could quote an influencer on your blog post, podcast or video
- Conduct an interview series and pick quotes from influencers’ answers, or
- Create an independent quote cover related to your niche and share it on social networks
In cases one and two, you simply need to take the quote, add it to a simple background and share it on social media, tagging the influencer who said it.
Here’s an example of a simple but effective quote cover:
It won’t always guarantee a connection, but it can be an effective way to get yourself or your brand on their radar.
TrySpruce is one of the easiest ways to create and tweet a visual quote.
2. Curate influencer posts with @mentions
To reach and engage your social media fans, it’s important to be consistent. You need to have posts going out of your social media accounts once, or even multiple times a day (particularly on Twitter). It can take time, and a sizeable budget, to create enough original content to fulfill that requirement.
Alternatively, you could curate influencer content to engage your audience and build relationships with influencers all at once.
There are several ways you could curate influencer content.
- Follow them on Twitter and add them to lists
- Search for the hashtags they use and set up keyword alerts
- Use content curation tools and subscribe to industry newsletters
When sharing influencer content ensure that you use the right @mentions and #tags. On Facebook, Twitter and LinkedIn you can access tags by using the @symbol, while on Google+, you can use the plus symbol to tag people.
DrumUp is one of the easiest ways to curate content based on keywords and share them on social media with hashtags and @mentions.
Follow this tactic consistently to build relationships with bloggers whose content you share over time.
3. Invite influencers to co-create content
Social media users can smell promotion from miles away, and are more likely to trust in content created by a third-party, unbiased source. That’s where subject experts and influencers come in. By inviting them to co-create content with you, you get a fresh perspective, your customers get valuable advice and the influencers get access to a new audience. Everybody wins.
There are different types of content you can co-create with influencers.
- Podcast & video interviews
- Blog interview series
- Case studies & co-created blog posts
- Co-created eBooks
- Blog or video features
Since influencers are typically busy and have their own brand to carry, it’s smart to ask them for small commitments. Tweet them one thought-provoking question and make it easy for them to send in answers.
You can format/design the content you receive from your participants creatively. The interviews could be part of a video, blog post or even infographic.
4. Use Twitter lists to manage relationships
If you’re interacting with a large network of influencers, managing those relationships can get challenging. An important part of influencer outreach is staying up to date with their current activity, to show your interest and have meaningful conversations with them.
How to create Twitter lists and manage influencer relationships.
- Choose between public and private Twitter lists based on your purpose. Public lists notify recipients that you are following them, private lists do not.
- Use lists to categorize influencers by reach, niche or activity, so you have context when engaging with them.
- Allocate some time each week to check your Twitter lists and interact with influencer content.
If you’re also connected to the same influencers on LinkedIn, you can sync your phone contacts and get additional information about them to use during personal conversations.
5. Participate in Twitter chats
Twitter chats are a great place to find your target audience. While your Twitter following may not be a 100% relevant, people who participate in chats usually are, and it’s even better when you find chats with topics closely related to your product and market.
Tips for influencer outreach during Twitter chats.
- Find Twitter chats hosted by relevant influencers and participate in them regularly.
- Interact with other influencers participating in the chat (other participants and guest hosts of the chat).
- Quote influencers during chats when their content is relevant to questions being asked, and @mention them when you do.
Chats are hot zones for target groups and influencers are likely to appreciate the exposure they receive as a result of being mentioned.
Most chats share their questions in advance, so you can even prepare visual quotes of GIFs to increase exposure of your tweets.
Influencer outreach is most successful when you get honest and personal. Do your research and use the unique features of different social networks to reach and catch the attention of influencers you want to work with. The ideas on this post can give you a great start, and when followed over a few months, can set you to begin a relationship with influencers.
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