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Category : Social Media Marketing

By Jenny Illmann

Why Social Media Optimisation matters

Optimising your social media profile for SEO is an often underused tactic to drive more traffic to your social media profiles and help them appear in SERPs. However, you can implement some very quick and easy changes that will make your social media profile stand out from your competitors.

Here is a list of things you can do to help your social media profiles come out top in the SERPs:

  1. Optimise descriptions such as your Twitter bio for SEO: Use keywords and hashtags. Make sure you stick to under 150 characters so that your description is visible in SERPs. Your description is effectively a Meta description and will be regarded by search engines as such.
  2. Interlink all of your social media profiles with one another and make sure they are referenced correctly: If your Facebook profile is mentioned on your Instagram account for example and vice versa, it will help search engines establish relevance between your properties.
  3. Google+ is a platform that is no longer used as much as a few years ago, however, sharing your content will still have a beneficial effect on your rankings in Google.
  4. YouTube acts just like a search engine: make sure your descriptions are long and informative and your video is in the right category so users can find it more easily.
  5. Referencing your key landing pages on your Google+ page will do wonders for their ranking.
  6. Instagram is a great place for keyword optimisation. Use your keywords as hashtags but do not overdo this as it will look spammy.
  7. The Notes-Section in Facebook is a great section to share content. Many brands neglect this section but adding new content will mean that your profile is crawled by Google more often.
  8. Contact details such as address details and telephone numbers also help search engines to establish relevance and authority of your brand

Social Media Optimisation is a way for your SEO and Social teams to work together. Carrying out regular audits of your social profiles is important in order to make sure that they are relevant in terms of keywords for SEO.

By Eric Sisti

It Feels Good To Be Cool

What a difference a few years can make. The Toronto Raptors have gone from the laughing stock of the NBA world to the hottest ticket in the city. They have talented young players, a fantastic coach, and a promising future. Heck, it wouldn’t be crazy to say there’s a good chance they’ll make it all the way to the eastern conference finals! Simply put, things are going great. But as their record improved so did something else, something ever more important; their cool-factor. Although their winning ways did play a role in this, the ‘6ix-God’ himself Drake lit the fire. Named the team’s Global Ambassador in 2014, Drake’s seemingly boundless popularity and OVO branding has put the Raptors back on the global map.

Drake’s involvement with the team is apparent by just skimming through his Twitter and Instagram accounts. He will frequently post photos of himself enjoying a game court-side or hanging out with the players. This means that his 50 million followers (a number quickly growing) are being exposed to the Raptors on a daily basis. The power of social media marketing is pretty incredible! This alone is a fantastic way of promoting the brand, but it doesn’t stop here. There are also ‘Drake Nights,’ home games celebrating this partnership where every fan in the Air Canada Centre receives a free OVO/Raptors shirt. The immense popularity of the OVO record label and clothing brand has made these shirts a super-hot commodity; some selling for hundreds of dollars on eBay. On top of all of this Drake frequently mentions the team, or specific players in the case of Lou Williams (‘6 Man’), in his chart-topping songs. Being that he is arguably the biggest rapper/pop star in the world at the moment, this is a pretty big deal!

So what does all this good stuff ad up to? A team that fans want to watch, and players want to play for. A team with a firm grip on the pulse of modern pop culture. A team with tons of positive buzz and energy around it. A rejuvenated Toronto Raptors brand.

It feels good to be cool…even in Toronto!

By Naomi Young

The death of Facebook’s 20% text rule

In the past, to use an image in Facebook ads, it had to pass the vigorous 20% text rule. This meant that if the banner was made up of more than 20% text, it would not be approved. This was Facebook’s way of making sure ad copy was confined to the text and heading, keeping banners image focused and of high-quality.

Today I went to use the grid tool, which helped you check whether your image would be approved or not, however, I couldn’t find it. And this is when I discovered Facebook’s policies have changed… dun-dun-dun!

Now, images must have as little text as possible. It means that the more text these images have, the more the reach of the ad will be limited.

An email to Greg, our Facebook contact, confirmed this. He said:

The text policy has changed slightly in that your ads won’t be disapproved for having over 20% text anymore, instead the ad will be approved but if an ad has a lot of text in it then it will be penalized on the delivery front so the reach will be limited.


Going forward, I imagine it will help with relevancy, making ads look more streamlined within the news feed and less intrusive for users.

More info can be found here 

By Eva leluel

NASA and the Social Media Conquest

On the 20th of July 1969, when he first walked on the moon Neil Armstrong was watched by 600 million people and in the middle of the Cold War, NASA really showed high communication skills by diffusing the US victory in the space conquest race with the Soviet Union.

Forty-seven years later, NASA is the most famous space agency in the world and is one of the most recognizable social media brands in the world. Indeed, when asked to mention a space agency, the name of NASA is the name that automatically crosses Western peoples’ minds. With 14.7m Twitter followers, and 9.2m followers on Instagram, there are few businesses that have such a great established social media presence as NASA. NASA even won the Shorties’ Sixth Annual Ceremony prize in the ‘Social Media’s Best Government’ category.

You’ve probably heard about the ‘Curiosity rover’, the NASA robot super star, tweeting selfies from Mars, making space exploration fun instead of a closed-doors club requiring two PhDs to make sense out of it.

As part of their communication strategy, astronauts have also been asked to contribute to social media content. In 2013, the cover of David Bowies’ “Space Oddity” by the astronaut Chris Hadfield aboard the Internation Space Station went viral and reached almost 31 million views on YouTube.

NASA’s presence on social media not only enables the space agency to inspire wide audiences but is also a clever way to increase its budget. Indeed, NASA is primarily financed by public funds and the agency is legally not allowed to engage in lobbying. Some therefore might argue that NASA’s popularity influences the American government to allocate more budget to NASA’s next exploration.

By making astronauts the new Superheroes and robot’s eco-friendly rescuers, Hollywood is also a key asset to NASA’s popularity, positively contributing to its brand image and communication, take the Oscar nominated film ‘The Martian’ for example.

NASA is a great example of an institutionalised company that successfully embraced social media in ways that are beneficial for educating and informing its audience whilst fostering the relevance to invest in space exploration.

By Eve Tyler

Facebook got me feeling like….

Surely we’ve all seen it by now: Facebook is allowing us to truly ~feel~ things with their new Reactions. Thanks to last month’s long-awaited update, now we can react to a post – on desktop and mobile – with Love, Haha, Wow, Sad and Angry faces, in addition to the traditional Like. 

Simply hover over the Like button (or, if you’re on mobile, press and hold) and the Reaction icons will pop up. There are four faces to choose from, one heart and one thumbs up – or you can download a ‘Reaction Pack’ and customise to your heart’s desire. The number of Reactions a post receives are separated out, so you can see exactly how people are reacting (rather than pressing the Like button for a myriad of different reasons because it was the only option available).

Right now, this looks like nothing more than a fun new feature. And maybe it is just that. But these Reactions could help inform future content, as we can see – as clearly as one can on social – the emotions and intent of the user, so we’ll know what posts do and don’t work going forward. And, because you don’t have to be an admin or a fan of a certain page to see its Reaction breakdown, we could potentially use this as a research tool for competitor analysis or content planning.

So whether you think Reactions will give us valuable, additional insight into the behaviour of our audience or not, emojis are still influencing the way we interact online in a major way.

Want to read more? Here are a few articles you should read:

Facebook Reactions: What Marketers Need to Know – Social Media Examiner (this is a bit dry, but very informative and clearly demonstrates how to use Reactions for different kinds of content)

Do brands need to care about Facebook Reactions? Absolutely not – The Drum (an interesting opinion piece, if not a teeny bit whiny)

Facebook Reactions: how to make the most of six emoji – The Verge (read if you need a laugh)

By Naomi Young

Facebook Canvas: Painting a New Creative Ad

You may have already heard that Facebook have released a new type of advertising format – Canvas – that promises advertisers “more space” and “unique” experiences on mobile.

When clicked on through a native ad in the newsfeed, the ad will take up the whole of a mobile screen and allow people to interact with it by scrolling horizontally, vertically or with the video. This full-page, immersive experience will allow for visually engaging stories using video, still images and text. Load times will be minimised with integrated calls to action, so the user experience will be instantaneous.

Creating the ad will be easy, as advertisers will have access basic self-service tool that requires no software or coding. Also, most of Facebook’s ads objectives, delivery, pricing and auction mechanics that are already in place will apply to the Canvas format

More exciting news; the Canvas format is also going to be released onto Instagram in the second half of this year!

Here at Tug we’ll be interested in testing out Canvas when creating paid social ads, and can’t wait to see what other engaging content is created with the tool!

By Hannah Sinclair

Facebook to Introduce Ads to Messenger – Apparently

A report has recently been released suggesting that Facebook is currently looking into monetising messenger with ads. The ads will appear differently to standard news feed ads and will only be within messages to businesses. The release is speculated to fall in Q2 but Facebook has yet to comment.

An element of the plan is also to introduce a personalised URL that businesses are able to share which will open a chat with the consumer. There is rumour as to whether this change will shift brands towards using Messenger as an alternative for more traditional customer service portals.

Facebook users will however breathe a sigh of relief when they hear that thankfully businesses will not be able to contact them without having had prior contact. The purpose is not to make Messenger an advertising portal for anyone who has simply ‘liked’ a business or brand.



By George Smart

Case Study – Young’s Beers – 184 Years of Tasty Brewing

We recently concluded a paid social media campaign for Young’s Beers, one of our long-standing beer brands, to commemorate 184 years of tasty brewing. Young’s Beers had kindly decided to offer their punters the opportunity to redeem a free pint within any of the participating Young’s pubs and wanted to make the most of the opportunity by reaching out to other would-be members of the Young’s community. This was the first time that paid media activity of this kind had been used to boost the brand’s birthday celebrations, and we were excited to be given the opportunity to grow the community at a significantly increased rate when compared to regular organic growth.

Paid media campaigns conducted through Facebook allow for users to be targeted based on their interests as ascertained through their behaviour within the platform. This allowed us to structure and carry out a tightly targeted campaign, serving ads that both functioned as offer redemption mediums as well as page like accumulators to an audience we knew would want to hear what we had to say – have one on us! We targeted users who had displayed a proven interest in pub culture and real ale, with the goal of linking the online campaign directly to the pub culture, and drove ale fans of all ages into their local Young’s pub for the duration of the campaign.

The campaign was a great success, with the Young’s Facebook community nearly doubling in size in less than a week. We learned a lot about our new audience, and made some serious headway in connecting the brand to a younger generation of ale drinkers and pub goers.

Despite the campaign now being over I’d highly recommend any of the beers that Young’s has to offer. Starting in November, and for a limited time only, you can even get yourself a pint of the famed Christmas Ale!

By Simon Jenkins

Social Media Week London: the data


It’s that time of year again where thousands of people descend on central London for Social Media Week. I made a personal stand not to attend this year’s events as I wanted to track the whole thing via… well… social media.

I began pulling data on certain hashtags used throughout the event around one week ago. So, rather than fighting my way through crowds of skinny jeans and Ray Bans, my skinny jeans, Ray Bans and I can consume this content from the comfort of my own home… or office.

Sessions began on Tuesday (15th September) and #SMWLDN has already seen over 12,000 Tweets dedicated to it. That’s a pretty decent amount of Tweets being published right? Let’s bear in mind that these 12,000 Tweets were produced by 3,193 people, so as expected, we’re seeing the same people Tweet multiple times with only 67% coming from mobile. This is in part due to journalists publishing content from laptops.

Through my data I’m able to see what the big talking points are. That’s pretty handy given the fact that every year I sacrifice one session to go to another only to find out that the one I missed was the greatest and most insightful hour in the history of humanity.

So, what are people chatting about?

Pinterest. Yep, you heard me, Pinterest. It appears a session given by Zoe Pearson (@Convo_Pieces) got the fingers tapping as the audience rushed to Tweet that Pinterest now receives 80% of visitors through mobile. As a slight caveat, mobile becomes a bigger part of SMWLDN every year. It’s not to be overlooked though is it? It’s a big point. If mobile consumption continue to rise, that totally effects the execution of our strategies from a format, content, search and media point of view. Zoe also told us that two thirds of pins actually come from brands.

It’s always interesting to see which platforms and publishers get tongues wagging at social media events. With thousands of social professionals walking through the door aiming to find that latest piece of insight to take back into their office, these conferences can actually help to shape the future of the industry.

To that point, it’s interesting to see that SMWLDN’s opening day saw over 600 people talking about Buzzfeed. Buzzfeed’s Director of Brand Partnership’s, Jonathan Davies, is giving a master class (as I type this very article) about how to speak the language of emojis. I know right. I hate to say it but it’s quite a timely talk. Over the past few months, brands have had to make a decision whether or not to include emojis in their tone of voice.

“All the kids are using them”

“Are we ‘cool’ enough to do that”?

“Why would we ever need to Tweet an Aubergine”?

Taking it to its upper limit, Chevrolet’s media release for their new model, ‘the Cruz’ was ‘written’ entirely in emojis. Decipher this one kids:

Nope, me neither.

Looking through more data led me down a fairly strange route. One of the most commonly used words was ‘science’. Not exactly the first thing you associate with the skinny jean brigade. However, looking into this, you discover that (in my opinion) for the first time during SMWLDN brands are getting heavily involved. Particularly, the National Gallery.

We know from previous events hosted by Twitter they have a strong relationship with not just the National Gallery, but a good number of UK museums. Ultimately, this was born out of there Museum Week initiative which encourages these attractions to give a behind the scenes glimpse into their activity and exhibitions through Twitter. This is pretty refreshing. When agencies and freelancers dominate the conversation, you usually end up with very opinionated content surrounding the event, but seeing brands leveraging the activity is great to see.

Finally, two of the most commonly Tweeted words during the opening day of SMWLDN are ‘people’ and ‘Periscope’. I couldn’t have put it better myself; two big areas in social media at the moment.

People. I’m not going to bore you with the standard gubbins about the importance of people on social, but what I will say is there needs to be a bigger focus on ‘the person’. People is a collective term and for far too long, brands have been focusing on people / audience as a collective term rather than the individuals that make up that group. We’ve even began trying to plot the total audience of our clients on a map to begin to see the location of individuals across different geographical segments; how do users in the North differ form those in the South? Do their passion points change? Different users engage with content and messaging in different ways. You can’t win them all every time, but you can continually evaluate available data to assess what worked well, where and with who.

Periscope. Rather than focusing singularly on the tool, the concept of Periscope is an interesting one.; one which I feel is a major area at the moment. There is an increasing demand for content on the move; content that can be consumed at any time with little effort on the behalf of the user – immediately accessible content. That’s exactly what these tools are providing, instant content. For years, we’ve spent hours building content calendars and planning creative, but are we on the verge of moving towards the mindset of a publication like Buzzfeed or The Economist’s Espresso App? Providing users with relevant, real-time content at mass volume?

By Brooklyn Doran

Collaborative Hustling for Musicians in the Social Media Age

The original version of this post was originally published on Sonicbids in 2014.
Brooklyn Doran is a digital executive at Tug Agency and a folk-musician based in Toronto, Ontario whose music is available worldwide via www.brooklyndoran.com

Let’s face it. We All know the hustle. Sometimes we find ourselves trying to market our music more than we actually have the opportunity to play it! If a tree falls in a forest, does it make a sound? If we shout into the Twitter void, does anyone see it if we don’t have followers?

Social Media is becoming one of the leading platforms for fans to engage with artists, and because of our ability to directly connect with fans and other artists, tools like Instagram, Facebook and Twitter have become important vehicles to launch emerging artists and be able to reach people beyond our immediate social networks.

With tools such as Facebook, Twitter and Instagram becoming more and more integrated into the fabric of society, as musicians, we are able to use these tools to promote our music- not only locally, but also on a global scale- making it easier and easier to get our tracks listened to. We create a direct link into our lives as artists, to see what we are working on, and to be kept up to date on their touring, recorded work etc.

However, we are also in the age of “ME” in which News Feeds are saturated by bands all doing the same thing. “Come see my show!” “Look at my new video!” “Check us out on Bandcamp!” So… how do we make this work? How do we fight Facebook algorithms and trending hashtags to be seen by our intended audiences but while also not taking away from the work of our fellow artists?


What is that? It involves teaming up with other musicians and artists to not only promote your work but the work of others in the music community. The more creative you are in using these platforms, the more attention you will garner!

It’s simple. Band A shouts out Band B. Band B shouts out Band A. Both band A and B reach a larger market by hyping each other instead of just themselves.

Think about it! If we team together, all of our News Feeds will be filled with more love for bands and less “Look at me! Come to my show!” How refreshing is that?



Do you want more “Likes”, more download of your album, more views to your website, or more people coming out to your shows? You can definitely achieve ALL of these things through social media promotion and collaborative hustling, but identifying the one you want most, will help you think of the most creative ideas to achieve your goals.
Identify what artists are similar to you. Make sure the musicians and bands you have decided to work with have a similar ideology about music and the world. Once you start working with someone, you become associated with them- and therefore if they get into trouble, it reflects poorly on you.
People you’ve shared the stage with, people who’ve commented on your Soundcloud links, artists who’ve been reviewed alongside you on blogs. Try to extend your reach beyond your current social networks and find yourself with fans from all over the place, geographically!
Holding contests over Facebook, Instagram or Twitter- is an exceptional way to get organic “likes”. I know that most of us musicians are too poor to target paid likes through Facebook- and nowadays without “Boosting” your posts, it seems like some of your posts won’t even reach a fraction of your fanbase!

Teaming up with artists for a contest is a great way to achieve likes organically, because what you are doing is creating a larger network of fans by pooling all of your online reach. It all results in more clicks, which means more views.

In order to make it as a musician, there are a lot of people and organizations that are eager to lend a hand to show you support. I’ve had web-series and theatre companies willing to use my music, session musicians and producers willing to record for free, and filmmakers and local businesses sponsoring my video. I am absolutely floored by the kindness of people!
If you are offering something special or unique to businesses, artists, filmmakers etc. they are more likely to shout you out, or help you out later. What is important is creating a partnership as opposed to just asking for favors. A partnership could involve you posting about that local business, fashion line etc. online and using their hashtags without there being any direct return from those posts. The name of the game is, be a nice person, and experience those people’s niceness back. I am an avid supporter of local business, and because I’ve bought their products in the past, and they’ve seen my face, they are more likely to donate time in their venues, clothing, jewelry etc. to my shows and videos because they feel comfortable and know that I will promote them back, use their logo etc.
I know that as a musician, I tend to surround myself with other musicians almost exclusively. However, the people who are really going to do something for you is non-musicians. People who rarely post about music or shows get more attention when they do, because they haven’t oversaturated people with invites, recommendations etc. Playing shows in non-traditional spaces, like office buildings, retail establishments etc. is a great way or organically target people who you might not necessarily find in the “music scene” or at all of the regular haunts you may be playing!

Offering discounts to Arts workers, childcare workers, volunteer firefighters,  etc. and creating a theme that supports these people and shouts out what they do makes these people feel great about themselves, and in turn they’ll be more receptive to your music. (Just make sure to pick a theme that gels well with your music).

Recently a good friend of mine held a “Twin Peaks” themed show that invited audience members to dress up “Twin Peaks” style and had a successful event because they pulled in not only their own fans, but fans of that show.
In the end, creating an online community for your work is pivotal for creating grassroots momentum around your work. You’ll feel good that you’re helping out others AND you’ll feel good because more people will be listening to your tunes. And isn’t that the point, after all?

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Facebook got me feeling like….
Case Study – Young’s Beers – 184 Years of Tasty Brewing
Social Media Week London: the data
Collaborative Hustling for Musicians in the Social Media Age