April 8, 2013

5 Things You Need to Know About Twitter’s Advanced Ads and Analytics

Online and social marketers rejoice – Twitter finally joined the big leagues of social media advertising. For the past year, Twitter has been slowing moving toward becoming a full-on, paid advertising source, first allowing select large brands to run basic promoted account and tweet campaigns, then allowing the same functionality to small businesses. While these promotions have given brands increased traffic and boosted followers, the control board of these campaigns has left much to be desired. Until last month, Twitter Ads’ dashboard was bare bones basic, showing only what tweets were being promoted, number of clicks, engagement rate, and budget spent. For online marketers who are used to the detailed campaign analytics of Facebook or Google PPC, this feels like only being fed an analytics snack when you’re starving for a meal.

Twitter's new advanced ad dashboard

Twitter’s new advanced ad dashboard

Thankfully, Twitter has joined the competitive online marketing ranks, introducing a new advanced dashboard and targeting capabilities that are organized, thorough, and visually appealing. Plus, Twitter has managed to transition into monetization without feeling like it’s losing its integrity. Brands that don’t promote don’t risk not being seen by their followers, and there’s no tacky – if not invasive – option to promote your friends’ posts without their permission (ahem, Facebook).

We’ve been using the new Twitter Ads platform extensively in the last month for various brand campaigns ranging from the less than a hundred dollar range all the way to five digits. Here are the top five things online marketers, regardless of budget, should know about the new Twitter Ads:

1. You decide your audience
Previously, Twitter Ads just allowed you to bid on what you would pay for a click or follower, how much you wanted to spend, and Twitter’s algorithm somehow got the numbers met. The new Twitter Ads allows brands to target promoted tweets and accounts either by A) tweeters with particular interests; or B) followers of particular accounts (like target publications, analysts, influencers, etc). Though the analytics don’t show who specifically is clicking on links, it makes it much easier to answer the question, “Do we know these clicks are from our target demographic?”

2. Prices have gone up
Surprise surprise, with increased functionality comes increased prices. Once brands input which interests or accounts they want to target in an ad, Twitter shows the potential reach your ads could have. The more you pay per engagement, the more people will see your tweet – regardless of how large your overall budget is. For example, if you have a bid of $1.50 per click and a potential reach of 15,000 people, Twitter will tell you you’ll only reach 20 percent of this demographic regardless if your campaign budget is 500 dollars or 1,500 dollars. Additionally, the cost per click has increased. Before the switch, one client had particularly good results from $0.40 bid per click. Now, campaigns are static without a bid of at least $1.75 per click. Yes, Twitter allows you to choose who sees your promotion, but they’ll make you pay to get in front of the right eyes.

3. Price varies on based on country
If you’re running a campaign targeted toward particular countries, setting a budget may be a little more complicated than you think. Twitter Ads now charges more for engagements in countries where a higher amount of the population is on Twitter. This is consistent with the Twitter Ads trend that the more people you want in your pool of targets, the more you have to jump in the pool.

4. You’re not just paying for clicks anymore
Pre-March 2013, Twitter Ads let brands pay to get clicks. Today’s Twitter Ads makes brands pay for engagements, including retweets, new followers, and clicks. Twitter weighs and charges each of these engagements equally. Though this new model does allow for a more well-rounded ad experience, it does not allow brands flexibility to decide what they really want to pay for. If your objective is just getting traffic from a particular promoted tweet, you’re out of luck on this one.

5. The clicks are real
After one of our first large-scale promoted tweet campaigns, I went into Hootsuite (a tweet scheduler that also provides click analytics) and checked the click-thru rate to see how our promoted tweets were performing compared to non-paid content. Hootsuite told me our promoted tweet click-thru was nothing out of the ordinary, while Twitter analytics told me it was in the thousands. What gives? Was Twitter lying to me? So we dug deeper, reconciled with Google Analytics, and it was true – we really had gotten thousands of clicks to the website. Relief. If other Twitter analyzers aren’t picking up on your promoted clicks, always double check with your website analytics.

Happy promoting and analyzing, folks!

February 27, 2013

Get Social with Your Customer Reference Program: Leveraging LinkedIn Product Pages

You’ve read the marketing blogs, the B2B sales white papers, and attended the webinars on the changing landscape of customer reference programs. You know the Internet has changed the essential “word of mouth” reference to an online flavor. Yelp, Google Reviews, Apartment Reviews, IT Central Station, Amazon and the like have revolutionized the buying process, allowing customers to get an honest to a fault view of products and services before purchase.

But when there’s so many review sites, where should you start your online customer referral initiatives? One easy, growing and free resource is LinkedIn product pages. Product pages are a separate section of LinkedIn company pages, featured right on your company home page. While many companies use these already to feature their products, using the product pages as a customer recommendation tool is seriously underutilized.

Example from Salesforce.com successfully gaining customer recommendations through LinkedIn product pages. Look how popular they look!

Example from Salesforce.com successfully gaining customer recommendations through LinkedIn product pages. Look how popular they look!

For each product, companies can add up to eight key features, link back to the website (an SEO bonus), add a contact for additional information, and add a promotion or video describing the product. Then after perfecting the product’s pages, you can use LinkedIn’s “Request Recommendations” button to reach out to current customers and connections to recommend your products. When a customer recommends your product, it not only shows up on the product’s page but also on the recommender’s LinkedIn profile. This ensures that only customers that are genuinely using products will publicly align themselves with your business – greatly decreasing the chance of fake reviews. And bonus – LinkedIn allows companies to respond to reviews unlike many review sites, giving them a chance to publicly set the record straight if a less than savory or inquisitive review is left.

LinkedIn product page recommendations are a perfect resource for companies that may be just testing the waters with an online recommendation program, don’t quite have the resources for a full-on case study campaign, or are experimenting with their social sites acting as prominent landing pages for customers.

For more information and examples of supreme use of LinkedIn product pages, take a look at Hubspot’s list of top 13 brands leveraging the resource.

January 14, 2013

Don’t Judge B2B Social Media Success By Its Cover: How to Tell If The Right People (Customers) are Listening

Retweets, shares, likes, comments, click-thru – it all feels good to see on your company’s social sites, right? But have you ever looked through the engagement notifications and wondered if the right people were engaging? Name recognition and interest in promoted marketing collateral spreads brand awareness and elevates your company as a valuable resource for industry information, but at some point every company with a social campaign will wonder, “do our followers actually buy our products?”

Recent research from Forrester shows business technology buyers are engaging – subtly. In fact, IT decision makers make decisions based more on peers via social networks than any other source. Check out this infographic from Forrester that describes how business technology leaders make buying decisions by using social media (this graphic was also cited in another recent VOXUS blog post):

Perhaps the most important statistic from this graphic is that 80% of business technology buyers fall in the “spectator” category most of the time, meaning they read social media posts from vendors and peers but don’t interact. In fact, only 36% of this group actually interacts in B2B social media on a regular basis! So if business technology buyers aren’t directly engaging most of the time, how can a company tell if their content, messaging, and social campaigns are actually resonating with the right people?

Here are four techniques companies can integrate into their social campaigns to reach buyers and know they’re listening:

1) Bizo: Bizo is link shortener with a twist; it provides tracking data based on professional demographic. Bizo has catalogued 80% of professionals in the US based on industry, company data, and role. The Bizo link shortener integrates with a Twitter account and shortens links and tracks which kind of business profiles are sharing and clicking on links. The site has a dashboard much like Google Analytics for tracking CTR and business data. Using Bizo can help make sure your strategy is on target with the right audience, and help see which business segment is connecting most with your material.

2) Vendor-neutral, topical LinkedIn Groups: With many of our clients, we choose 5-10 of the most active and robust vendor-neutral, topic-based LinkedIn groups for internal stakeholders at the company to join. These groups are filled with buyers, industry influencers, journalists, and even analysts. We then help the internal stakeholders find appropriate conversations to jump into, and craft thought leader and product based responses to technology problems and questions that group members post. This is a very effective outbound social strategy that meets your buyers where they “live.”

3) Vendor LinkedIn Group for Sales: Most often, the sales team knows the buyer audience better than anyone else. One way to bring that knowledge base and customer contact to social media is creating a group just for potential and current customers that’s grown and maintained by sales. The group can be started by sales inviting all of their customer contacts to the LinkedIn group, and then adding all new potential customer contacts to the group during the nurturing process. What better way to instigate peer-to-peer product recommendations on social media than by creating online connection between potential and current customers?

4) Q&A Sites: Personally, before I buy any clothing, eat anywhere, or make vacation reservations, I always check peer reviews. If they don’t exist on the website of the vendor I’m exploring, I’ll find them somewhere else like Yelp, Amazon, Google Reviews, etc. Unsurprisingly, IT buyers are the same. More and more Q&A forums are showing up just for IT professionals and buyers, and many of these have opportunities for vendors to monitor them, answer questions, and respond to negative reviews (for a price). Keeping an eye on these Q&A sites intercepts the long and winding inbound path to purchase.

Having a social presence is essential in today’s digital marketing-driven market, but just having a presence is not enough. Social media campaigns must make an effort to continually monitor outreach demographics and meet customers where they live on the web.

January 2, 2013

DOs and DON’Ts of Company Culture Facebook Posts

The printer smashing scene from The Office is probably not a good example of the kind of company culture that should be posted. (Photo credit Habitual Films)

For many small companies, Facebook has become the social outlet where they “let their hair down.” On the other hand, LinkedIn comes with social pressure to be on your best professional behavior and Twitter will always reign as a quick moving news and information aggregate. That leaves Facebook as the one outlet where it feels socially appropriate for companies to give a little insight into their everyday world by posting company culture posts. Company culture posts are any kind of post that says goodbye to product-driven messages and promotional materials and breaks the corporate fourth wall. Examples of these include a picture of the staff at a holiday dinner, a funny video of the office pet, or a photo collection of team building activities.

Posting company culture content is a positive strategy for both staff and business, especially for small companies. Many potential customers and partners will check out a company’s Facebook page before doing business with them, curious of what their online personae is. Having occasional company culture posts can show potential customers that the organization is one they want to work with and real people exist behind the marketing collateral and emails.  Company culture posts can also increase employee connection to the company, making employees feel proud their company is showcasing their work and their personality.

Though these posts have a lot of pluses, they can be sticky if done without a lot of forethought. Here’s 4 quick DOs and DON’Ts to guide you through building a company culture identity on Facebook:

1. DO be genuine. Company culture posts are an opportunity to give your followers a peek into your company’s world and display pride for the people who make it all happen. Posts should never be artificially constructed to display a fabricated, idyllic image. If you’re embarrassed about something like how few employees you have or what your office looks like, avoid posts that include things that need work.

2. DON’T post without employees’ permission. Imagine this scenario: An employee sneaks a photo of another employee viciously noshing a donut at a company breakfast. Without asking the other employee, they post the arguably embarrassing picture on the company Facebook to show how “hungry” the company is for success. The photographed employee sees the picture, demands it’s taken down (even though it already has 8 likes and 5 comments), and pouts all day at the photographer’s careless actions. No one wants this scenario. All images of employees should be approved before posting…choosing one highly sensitive Facebook administrator to post (and screen) all content is advised.

3. DON’T turn your Facebook page into a company hangout. Though company culture posts have their good side, don’t let your Facebook page turn into purely a company scrapbook. Your posts may be endearing, but no one except employees are interested in a feed of how much fun you’re having. Just post the cream of the crop intermixed with actual company messages.

4. DO align posts with company values. Yes, it’s important to show your organization is made of real people, but don’t get too real. Make sure all of your company culture posts align with your overall image and especially any values you may publicly have. If your company makes an app to help track sobriety, don’t post pictures of happy hour. If you work for an animal activism organization, don’t post pictures of the make-your-own-sausage team building event. You get the point.

Use company culture posts on Facebook to move social media relationships beyond customer to company interaction and bring it down to earth. Businesses just need to keep it clean, respectful and consistent.

December 12, 2012

No #Bandwagon to Jump On? Build Your Own.

Credit: Flickr

For many industries, there are established, themed days of the year, days of the week, or particular months that a company can relate messages and products to. For wireless folks, there’s Wireless Wednesday on Twitter where tweeters add the #WirelessWednesday to their tweets and jump on the wireless technology and tips train. For networkers, there’s IPv6 day each year on June 6th, a day network professionals and tech journalists devote to examining the latest developments in the IPv6 transition, resulting in a one-day surge in IPv6 articles, social media posts, and even infographics.

Think it’s “tacky” to jump on bandwagon days? Think again. These days are big opportunities for companies to get noticed by the right influencers and potential customers. Jumping on a theme bandwagon increases the chance a company will come up in searches by people looking for content about the day’s theme, boost site traffic from an increase of interest in strategically labeled links, and position a company as a valuable, current, dynamic participant in an industry topic. Plus, since many top publications schedule editorial opportunities around themed days, participating in them can be a clever way to get a company in front of a targeted journalist, especially if a new, creative angle is pitched.

But what if your company doesn’t have a popular industry trend day/week/month? You’re not alone – and you’re ripe to create your own. Recently we had a client with an active social campaign, vocal end-user community, and plenty of collateral for social media, but no established industry-wide day that we could capitalize on and create buzz around. So, we made our own. On the same day every week, we post themed content with a custom hash tag across all social sites. It’s been a huge success: Each week’s post consistently garners the most engagement of any post for the week, we see the highest click-thru and retweets with these posts, our followers have come to expect these posts every week, and with enough time behind this theme, users will start creating their own posts with our customer hash tag. Essentially, we created our own trend. And it’s working.

Here’s some important things to keep in mind if your company works to create its own custom trend:

1. Find the right theme for your niche. Have you noticed that posts on particular topics get more engagement and positive response than others? This may be the right theme for your niche. Niche themes should be broad enough that an entry level customer in the industry would be familiar with whatever term you use, but narrow enough that your key customer base would feel it really speaks to them. Your theme should make followers feel like insiders.

2. Consistency. If you are going to create a themed day, week or month, you must follow through. In order for your theme to become a normalized part of the social media world, you must work to put it in front of your followers’ eyes at the same time every week as expected. There can be no skipping of posting or the theme will lose steam.

3. If you want your customers to join the theme, ask them. The ultimate sign of a successful, from the ground up trend is when industry influencers and customers start proactively using your theme. The best way to get them to do that is simply to ask them! One way to do this is to ask questions on social media sites and ask followers to respond using your theme hash tag. This will spread word of the hash tag to all of their followers.

4. Get your influencers on your side. If you have a list of industry influencers that your company has a good relationship with, ask them to participate. Host a themed Twitter chat with all of your key influencers and ask them to use the theme’s hash tag in all of their tweets. Another idea is to retweet key trade publications’ news that applies to your theme and add your themed hash tag to the tweet.

With a little strategy, consistent work, and a relevant theme, you can lead your industry’s social community. And with enough success, you can sit back and watch others build the buzz for you.

November 26, 2012

New Site “IT Central Station” is Yelp for Enterprise IT

Did you know an astonishing 70 percent of an IT buyer’s journey to purchasing a product is already done before they even engage with a vendor sales contact? And our digital world makes it easy: With social media, easy access online marketing collateral, and word of mouth recommendations ruling purchase decisions, why should enterprise IT buyers be bothered with sales when they can figure out for themselves the right products from sources they trust? And further, if this is the frame of mind buyers have, how can vendors intersect this independent buying route and educate potential customers on products before they miss opportunities?

To date, a centralized, online recommendation site like Yelp or Google Reviews hasn’t existed for enterprise IT buyers. Sure, some vendor-hosted recommendation sites and forums are around, but can a buyer really trust reviews that are backed by a company with a motive to sell?

Thankfully, the vendor-neutral, peer review website trend hasn’t gone unnoticed by enterprise IT thought leaders. A new website called IT Central Station just launched to fill the niche. The website allows enterprise IT buyers and CIOs to join the site through their LinkedIn profile to verify legitimacy of their role, but post anonymously about their current technology dilemmas and products they’ve used.

IT Central Station also recognizes the marketing and sales dilemma today’s path to purchase creates, and offers opportunities for vendors to see what current customers and potential buyers are saying to better position their brand and solutions. For a membership fee, vendors can join and create a detailed brand page with product options and benefits, post public responses to product reviews, and get leads from one centralized site.

IT Central Station answers the call for a trusted and verified enterprise IT peer review website and the need for marketers to interrupt the independent purchase path of today’s buyers. The site is young, and we’re excited to see how this resource changes the sales game for both buyers and vendors.

November 1, 2012

Organic vs. Viral vs. Paid Reach for B2B Facebook Pages

If you’ve ever looked at Facebook insights for a page, you’ve experienced the sea of blue bar graphs, purple dots and mishmashed rows of numbers that symbolize mysterious combinations of actions users can take. Looking at this colorful collage of metrics can leave a page admin boggled, wondering which numbers are relevant and true measures of success for the growth of their audience.

In the social media metric world, there is constant debate and swaying of opinion on which of these metrics are the “real” symbols of expansion and engagement with an audience, with the most debated metric being reach. Facebook insights offers page admins four different reach metrics: organic, paid, viral, and total. Here’s a quick definition of each:

  • Organic reach is the unique number of people (fans or non-fans) who see a post by seeing it on their news feed or by visiting your page.
  • Viral reach is the number of unique people who see a post because a friend performed an action with it, creating a story. These stories can include liking, commenting or sharing your post, answering a question or responding to an event.
  • Paid reach is the number of people who see a post because it was promoted.
  • Total reach is all organic, viral and paid reach added together.

Sure, having all this data is handy, but what really matters? For niche B2B pages (like many of our clients), organic reach is the one to keep the closest eye on for many reasons. First, organic reach is the only measure of content exposure that indicates that a user actually sought out your content. Whether they fan the page and see a post on their newsfeed or see a post by just visiting the page itself, it can be assumed that most, if not all, users who organically see content have a stake in what you’re posting. B2B page content is generally not particularly interesting to the general public (unless they have a personal interest in the products you’re selling). Whether they’re a current customer, potential customer, analyst, journalist, or even a competitor, you know a user who organically seeks your niche content is in the right place.

In contrast, viral, paid and total reach don’t really carry much weight for B2B pages. Think about this viral reach scenario: A network engineer shares a post onto his wall about the latest version of his favorite tool he uses at work, but all of his Facebook friends are family, friends from college, and soccer buddies – none of which are network engineers. So do these additional eyes on your content really matter if they’re not the ones who could buy or use your products? Not really. Next, take paid reach. Currently, if a page chooses to promote a post on their page, there are no demographic tools available for page admins to narrow the kinds of people that are exposed to their paid post. Though some of the people who view a paid post may be valuable, there’s no way to tell how many of them are. Until this feature is improved, this metric doesn’t hold much weight for niche-audience pages. And since total reach is simply organic, viral and paid reach added together, this number isn’t representative of the success of content exposure.

September 24, 2012

6 Tips for SEO and Social Media Friendly Blog Posts

Cartoon by mumsthenerd.co.uk

So your organization is blogging. Great news. You and your team members are creating witty posts, giving tips to customers, and even including images and screenshots to visually represent your information – all good stuff. But there’s a hiccup: You’re not seeing traction in social media (low clicks, no sharing, no retweets, etc) despite the valuable information you’re providing. What’s up with that?

Blogs are the perfect outlet to establish a relatable company voice, a thought leadership position in your market, boost website traffic, and increase time on your website, but they have to give quick reader satisfaction to meet these objective. In a content saturated world, readers are looking for ways to get key information fast, and for tips and tricks to share with friends and colleagues.

Here’s 6 quick tips to create sticky, shareable, SEO-friendly content to get people to your website, sharing your resources, and using your blog to its full, social potential.

1. Blog post titles: Keep it simple, explicit and descriptive – not abstract. 
When deciding on a title for your blog post, think of yourself as a reader looking for more information on your post’s topic. The title should be explicit and spell out exactly what the reader will get out of the blog post. If there will be tips or a list in the post, say that in the title and how many tips they will get.

Blog post titles are the single most influential aspect of how a post will show up in search engines. Search engines categorize blog posts based on keywords in the title and the first paragraph (see tip #2 for more). Titles are not a time to get creative.

Examples of good blog post titles:
- 3 Risks and Benefits of [fill in the blank] Technology
- Ways IT Staff Can Use [fill in the blank] Technology for [fill in the blank] Objective

2. First paragraph: The “make it or break it” moment
The second most important aspect for search engines in categorizing content (which is how blog posts are organically found) is the first paragraph of the post. The first paragraph should be used to explain to the reader exactly what they’re going to get from the post. Use commonly used, descriptive keywords and spell out why the reader should take the time to read the content. This paragraph is “make it or break it” –  it’s key for the reader in deciding whether they want to invest more time in reading the content or whether they will leave the site.

3. Lists with bullet points
If your blog post is a list of tips, common problems, solutions, etc, it is best to include them in a bulleted list for a few reasons. First, for sharing purposes, readers are more likely to send a handy “how to” list along than a long article. It is much easier for your readers to get value out of the article in a bulleted list rather than having to search for the major points. This will increase the chance they stay and read the entire article, and hopefully pass it along. Plus, who likes getting a “read me” email from a friend with a link to an article that looks like a Ph.D thesis? No one. Also, search engines pick up bulleted lists and categorize them as more helpful resources than long paragraph articles.

4. Define jargon
Though blog posts are written for targeted audiences, only use very common industry terms and define those that may be considered jargon. It’s okay if you find yourself defining the same complicated terms in multiple blog posts – don’t assume readers have read all of your past posts, but instead treat them like it’s their first visit to the site. Don’t lose readers because they don’t know what you’re talking about. A blog post should never make an interested reader leave the site to look up an industry term.

5. Internal linking
Internal linking in blog posts is a great way to keep readers on the website and increase interest in products and knowledge of the brand. Here is what we mean by internal linking:

“We suggest promoting your blog posts on social media sites like Facebook, Twitter, and LinkedIn…”

These are good examples of the types of content that are good for internal linking:
- Products
- Past blog posts that are related
- Recent webinars on a similar topic
- A resource or definition page on your website about a particular topic

6. Related posts
If a reader makes it all the way to the bottom of your blog post, they clearly connected with the material and may be interested in more relevant posts. A good solution is including a “Related Posts” section at the bottom of the blog post and including 2-3 links to posts on similar topics. This keeps the reader on the site for longer and furthers all of the objectives of having a company blog.

August 7, 2012

7 Tips for LinkedIn Group Engagement

Image credit: Openview Blog

One of the most popular ways today to engage industry influencers, current customers, and potential customers in social media is by participating in industry-specific LinkedIn Groups. You may have great content, a willing and knowledgable internal group of participants, and all the right time and resources, but how can you make sure that your team is playing by a safe set of guidelines when connecting with influencers and customers?

Here’s a quick list of tips to make sure reaching out into LinkedIn Groups moves your company’s efforts forward instead of backing you into a corner:

1. Nothing is off the record. Though social media is a more casual medium, with screenshots and social sharing, anything said on social media can be passed around in a second. If you would not want to see what you have to say in print, don’t say it on social media.

2.  Be transparent. Be open and honest about your position with your company and the perspective you come from. It is difficult to build relationships and have genuine conversations without openness, and transparency is the first step in building online trust.

3. … But not too transparent. Don’t spill the beans about any upcoming products or confidential company plans. Keep in mind that these interest groups on social media include competitors.

4. Don’t let competitors become the conversation. When discussing products and key messages, do not discuss competitors proactively or reactively. Find a diplomatic way to bridge the conversation if asked about competitive solutions like, “Thanks for your question. While it wouldn’t be right for me to speak about our competitors, our company’s solutions do provide…”

5. Stay on point. If someone tries to steer the conversation to something unrelated or completely off topic, creatively bring the conversation back to the key messages. If members of the conversation steer it too far, exit the conversation. Don’t waste your valuable time discussing things off topic, unless you think that conversation in particular would help gain rapport with important group members.

6. Keep it simple. Though many of your targeted LinkedIn groups are filled with people familiar with your industry, avoid using uncommon acronyms and company-specific phrases. Before you post something, read through it to make sure the average person in the industry would be able to understand it. The better understood you are, the more people will engage with you.

7. Erasing mistakes can’t fix them. If you have said something that may be a mistake when engaging in social media, do not delete it or edit your post. Instead, recognize you’ve made a mistake by posting a comment and acknowledging the error. As mentioned in #1, screenshots and social sharing have made sharing errors a snap. Recognizing errors and fixing them is a far safer, more professional way to go.

June 15, 2012

Twitter’s “Expanded” Posts Expanding into Facebook’s Territory

This week Twitter announced new “expanded” tweets for a wide variety of select partners including ABC, MSNBC, TIME, BET, Lifetime, TMZ and WWE. Expanded tweets will allow these partners to include a preview of a headline, the author and their Twitter handle, and reply and retweet within the Twitter page itself. Here’s a preview of what these posts will look like:


Though these posts are only currently available to select partner sites, this very well could be a preview of where Twitter as a whole is heading. If Twitter feeds turn into a stream of posts showing popularity, images, headlines, and an article summary, Facebook’s visual, in-depth news feed has competition. As someone who personally can’t keep up with the fast stream of plain text and sea of links on Twitter, the inclusion of images and descriptions keeps my attention and increases my likelihood to click a link.

Which style of post are you more likely to click on: expanded tweets or Facebook news feed?