Best Practices of Social Marketing as a Tool

As we know, incorporating social media into your business is becoming more important each and every day. Contrary to popular belief, social media platforms are more effective for consumer engagement and relationship building, rather than sales pitches.

At Blueye, we are consistently working toward improving our social media strategy and finding out what our consumers are interested in. Over time, we have compiled a list of our best practices and want to share them with you, our readers.

Understand the Platform Being Used: Make sure to customize your posts to perform optimally on the site; keep in mind: image size, character count, posting times, and content.

Determine Your Own Voice and Tone: Whether your tone is casual or professional, always keep it consistent and ensure that it is representative of your brand.

Create Your Mission and Purpose: Craft your brand’s mission and purpose, and communicate it appropriately on each account.

Create Brand Awareness: Engage with influencers within your field, share relevant content, converse with your audience, and create campaigns.

Interact with Your Audience: Make sure to follow back users in your industry; if you never follow back, you portray that you are uninterested in what your audience has to say.

Keep It Short: Limit your text to two sentences or less in order to keep your audience engaged. Referencing, Strategies for Effective Tweeting: A Statistical Review, “Tweets containing less than 100 characters receive 17% higher engagement than longer Tweets”.

Do Not Over Share: While it is extremely important to keep contact with your audience, posting too often can push them away. Post content that adds value and is useful to your followers.

Be Transparent: Give your audience exclusives into your company by posting events, creating videos, and giving insight into new additions.

Respond to Both Negative and Positive Feedback: Do not get defensive if you receive negative feedback; instead, consider this an opportunity to improve and offer a resolution.

Do Not Oversell: Social media is about conversation, trust, and engagement, not about perpetual sales pitches.

Design Engagement and Performance Metrics: Monitor the performance of each account to improve its engagement and editorial strategy.

*Note: Although we have found these tactics helpful in our business, it is important to tailor social media practices to your specific brand. 

The Blueye Hub

What Are the Advantages of Facebook Ads?

Over the years, Facebook ads have increased immensely in popularity among small and medium sized businesses. Compared to other social media platforms Facebook is the largest, and therefore, has an expansive reach across the globe. Recently, Facebook has seen that its ads are receiving far more clicks than in the past.

The social media site offers ad capabilities that are unmatched by others; as of now you can target your audience through their gender, interests, age, specific location, education, relationship status, connections, career, and languages spoken. One of the most targeted options includes partner category data through Acxiom, Datalogix, and Epsilon. Along with targeting capabilities, there are several varieties of the ads themselves, which include page like ads, sponsored stories, mobile app install ads, domain ads, advertising an event, page posts, and promoted post ads.

Facebook also includes a “like” button in each ad; this can be quite useful for businesses because if a user “likes” your ad, they automatically begin following your page. This action becomes visible in the newsfeeds of the user’s friends, which promotes your business further. In addition, unlike other ad platforms, Facebook allows you to use images in each advertisement.  Another recent development is the ability to include action buttons on ads so that users can immediately click to “Shop now”, “Book travel”, and “Learn more”.

How Our Hub Makes Advertising Easier

  • Blueye provides a straightforward framework that guides you through the entire course of ad creation. We have streamlined the process to provide the most efficient option available.
  • Blueye has access to a multitude of databases so that you can target your exact audience
  • You can create numerous pieces of content; you are not restricted to one phrase for your ad. Blueye allows for hundreds of ad permutations to be created immediately- from there let our optimization tools do the work of highlighting best performing ad combinations.
  • Blueye encourages brands to plug in existing third party data, as well as data from web and mobile apps to create an even more robust data set to target off of.

Why Is the Hub A Useful Tool for You?

  • Fast and convenient
  • Allows user to be directly involved in the crafting of the campaign
  • Creates permutations to create and test multiple ads simultaneously on the hub
  • Allows you to create audience groups and creative groups that you can reuse in the future
  • A start to finish process that will have your ads posted the same day if desired
  • Allows retargeting to gain a precise grip on who your audience really is


*If you are interested in creating ads through our Hub, head over to:

What is Open Graph? What Are the Benefits

Facebook rolled out its “Open Graph” application programming interface (API) in the spring of 2010, which has been an immense success in reaching consumers. Within the first week of Open Graph’s launch, the new plugins were installed in approximately 50,000 websites. The API gives complete Facebook functionality to any website that utilizes the plugins.

Each Open Graph story requires following a framework that includes a user, an action, an object, and an app; this framework is similar to action specific ads. Examples of both actions and objects are shown in the image below.

Image Credit (

Not only is Open Graph an option for Facebook advertisers, but also for users to discover what their friends are up to. Activities such as a song your friend is listening to, a book they are reading, a status update from a specific location, or a shared article are recorded in the API as “stories”. 

                              Example of an Open Graph story

This API is a monumental breakthrough for marketers, as it gives previously unattainable insights into how users operate on Facebook. These stories gauge user interest by first engaging them and then by recording that user’s activities. These real-time stories are recorded items that become searchable by users’ friends. The Open Graph is a vital addition that should be implemented into companies’ websites and mobile applications if they are looking to increase audience engagement and ROI.

With the use of Open Graph, brands are able to analyze content that is being shared, who is sharing it, and how it is being shared. This gives valuable insight into what a brand’s audience is interested in; a company can now figure out what content their followers are viewing, sharing, reading, and listening to.

As most businesses understand, word-of-mouth marketing is key in spreading information about a brand. With the API, users post stories that reflect how they are engaging with a specific application that they have authorized through Facebook. Because of this, brands should focus on how to properly engage users and motivate them to post stories; these stories are more pertinent to a brand, as they are occurring between a user and their friends.

Each day, more brands are beginning to utilize the API and see an influx of valuable information about their audiences. Ultimately, Open Graph is revolutionizing companies’ methodology in collecting consumer insights and would be beneficial for brands to employ.