Social media

Live fast, die young, just like in a rock song. Fast content is essentially the same phrase. It is created short to be destroyed soon, almost as if it were an expression of ephemeral art. This type of content, considered by marketing professionals as one of the trends in social media as early as 2019, is an essential today in a brand's content strategy. Fast content in digital marketing It's literally fast content. A short, ephemeral audiovisual content. This can be a video, a gif, an image, or an infographic. Brevity refers to the viewing time, which barely lasts a blink, and it sometimes also  refers to the time it is online. If we talk about stories on Instagram, we are talking about content with a short life, because it is only kept for 24 hours.  Although the concept of this type of social media content was created in 2011 when Snapchat was born under the name Picaboo, it was not until years later that it became popular in a massive way. Perishable content  made people fell in love with it, and it made Snapchat grow from 46 million active users in early 2014 to 186 million users in late 2018. Soon other social networks realized the effectiveness of the ephemeral and did not hesitate to include sections for their users to make use of that fast content that Snapchat created. This is how Instagram Stories, Facebook Stories and even Whatsapp statuses were born. This transience in content was born from a change in users' consumption habits and short content was ideal to cover this new way of receiving information. It loads earlier, is faster to consume and generates greater engagement than other content. Fast content types Snapchat snapshots Snapchat “snapshots” are limited-time photos and videos that users send and receive and disappear after 24 hours. It is the primeval fast content. Instagram Stories, Facebook Stories and Whatsapp statuses Instagram stories are posts that last 24 hours unless you set them as highlights on your Instagram profile. They are ideal for interacting and are currently used more than posts in the feed. Currently they are the easiest way to make fast content and include it in the content strategy of any brand. Like Instagram, Facebook and Whatsapp have built-in functionality with which you can post stories that disappear after 24 hours, Facebook Stories and so-called Whatsapp statuses. Bumper Ads These are ads with a maximum duration of 6 seconds that appear before a YouTube video. They are usually microvideos and one more option to include a brand's fast content. Live broadcasts You can do it from Instagram, Facebook or YouTube, and it's live content that is only available at a certain time, although the social networks where they are made allow you to keep it as a video if you want. They are especially effective when interacting with followers and bring a touch of freshness that plays with the idea of spontaneity, which does not mean that they cannot be prepared in advance. Imagine it as a live TV program: write a small script, set up the space that will be seen on live, and work it like any scheduled publication. Keys to achieving an efficient fast content - Be brief. Some people say Keep It Short & Simple, and in the case of fast content it is imperative that it be so. It must be content that is consumed quickly as its own name indicates. - Look for impact. The aim of fast content is to capture the user's attention from the first second. You have only 15 to capture the attention of your audience, so what you post should have an immediate impact on the person who receives it. - Go for the simple thing. In any social media content simplicity is always necessary to not saturate the user and divert their attention from us. Although it should be content that catches the eye, remember the premise of less is more. - Don't let go of creativity. Just because it's a fleeting content doesn't mean it shouldn't be a content you took time to prepare. Creativity is key to engaging a user who receives new information every few seconds. If you do the same thing as the rest, you will go unnoticed. - Give it an emotional touch. One of the keys to capturing the attention of a user is to touch their emotions. Look for your content to appeal to emotion. - Synthesize. A good fast content should be able to tell a story in the shortest possible time. An image that says a lot at just a glance, a story that hooks in a couple of seconds. Use storytelling in your favor so that the user will stay and remember you but be as brief as possible. - Focus on your target. Before you do anything, set out a social media strategy for your brand that includes a competition study, goals to be met, and an analysis of your audience. Do not try to reach 100% of the population and focus your attention on your target. How to integrate it into your content strategy The answer to this question is simple: treating it as one more content type. The best way to integrate fast content into your social media strategy is to work with it as you do with the rest of your publications, with effective planning. It is true that because it is an ephemeral content you can take advantage of it to make it more related to today, since the time to prepare it is usually shorter. Fast content is ideal to work with the instantaneity of the present but also to take advantage of all your tools and include content planned in advance. Fast content can change the way you connect with your audience, improve your reach numbers and your engagement. But it is essential, if you are looking for maximum efficiency, to have a team of experts to follow your steps. If you have questions write to us, we will be happy to walk you through.  

If you want to publish unique Instagram stories that reflect the style of your brand, the best way to do so is to design templates. With them you will be able to create homogeneous content that respects the corporate identity and has a continuous graphic line. According to Instagram data, more than 500 million accounts use Instagram stories every day, and that means you should use them too. Here's why they're so important and how you can make the most of them by creating your own templates.   The importance of Instagram stories In just 3 years Instagram stories have revolutionized the way brands think about the content they publish. Instagram is no longer just visual, now it's all about providing some value to your audience. The best performing content is the one that offers something you can't get anywhere else. Social media profiles work as an extension of your brand identity and should therefore be original, well thought out and designed. Stories offer the public a more authentic and humanized view of a company. Now, thanks to the new interactive options, they also help to reinforce their loyalty and encourage engagement. According to Instagram, 60% of companies that use Instagram Stories add some interactive element to their stories every month (hashtags, mentions or quiz and survey stickers). This allows you to interact directly with the audience, give them a voice and receive feedback.    Why you should create a template for Instagram stories A good design of the Instagram stories templates is fundamental to create and support the image of your brand online. It is very important that your content has visual coherence to give a professional impression. With templates you ensure that the images and videos shared in the stories have the same style as the rest of your feed. In addition, using the templates on the long run will save you a lot of time. Simply reuse the same designs by adding new content and stop worrying about things other than a powerful image and eye-catching text to create a professional publication.  By designing your own templates you add a creative touch to your stories. This helps you differentiate yourself from your competitors in the infinite amount of temporary content. Make your publications unique and recognizable so that no one can confuse them with those of other brands or people. If the stories are well elaborated and designed with original ideas, it directly gives a good image about your products or services and helps to create brand recognition.  We have already mentioned the importance of offering the audience valuable publications. Take advantage of stories to highlight non-visual content, entertain, increase engagement and drive traffic to your website. If you have more than 10k of followers you can do it directly from the stories thanks to direct links, an option that is not accessible from the photos published in the feed.    How to design your own templates Today to create quality templates you don't need a high level of knowledge of professional graphic programs. With free programs you can create good looking stories from your computer or phone in just a few minutes.    Adobe Spark Adobe has released a free tool, Adobe Spark, that allows you to design publications for websites and social networks quickly and easily, so that all types of users can create visual content on a day-to-day basis. It has both the website and a free app, to use them you simply need to create an Adobe Creative Cloud account.  There are several free templates available for all types of social networks, including Instagram stories. In addition to the available layouts, Adobe Spark allows you to create a story template, or any other format, from scratch by changing compositions, colors, fonts, and graphic elements. One of the most remarkable features is the resizing: the program adapts the created publication to any predetermined size of other social networks, such as Facebook, Twitter, Pinterest or YouTube. In this video you can see the possibilities offered by Adobe Spark:    Canva Canva is a free online image composition tool that is becoming more and more powerful. It allows you to easily and intuitively design images of social networks, presentations, posters or brochures, among others. It also has both an online website and a free mobile app. In the social media section you can find the option to create stories for Instagram, from scratch or using the default templates. The offer of free designs is much wider and more varied than in the case of Adobe Spark. It has a selection of filters for any image, many fonts, icons, elements and compositions. Get inspired by one of the default layouts, adapt it to your brand's visual style, or create something on your own. If you want to discover the options offered by Canva, take a look at this video:     Good practices for designing stories If you want your brand templates to be well designed for content promotion, keep these points in mind when creating them: Before you start designing anything, think about your goal and the type of content you want to promote in the stories. Plan different templates for videos, blogs or photos. This way you will have a variety prepared for any type of publication. Although the free templates available in the programs mentioned above and in other apps may be appealing, don't lose the visual style of your brand. Follow the corporate colors and typographies to maintain coherence. Include the name or any brand graphic, such as logo, secondary logo or watermark, in a non-intrusive way to sign any publication. If you use the swipe up function to redirect traffic to your website, keep that in mind when preparing the design. Use different features and designs to highlight that option, attract attention and make the Call to Action very visible. Make sure that the name of your profile that appears at the top left does not cover any important element of the design. Or vice versa, that no element of the design covers the logo of your brand.    Main photo: Austin Neill

The social media revolution has changed the way we communicate.   Both the rise of social networks and the Web 2.0 marketing have transformed our vocabulary.   We have coined new terms that have somehow become part of our daily lives.   Since the digital era has led us to include new words in our dictionary, you should start learning these terms if you want to succeed in the 2.0 world.   A. AddThis Web tracking technology company that offers a wide range of social media and content tools: from sharing buttons to personalized tracking buttons and recommended content plug-ins, all of them designed to increase participation on a website and gain more followers on social networks. Ads Acronym for Advertising. Most social networks include a section that allows brands to advertise. For example, "Facebook Ads" in the case of Facebook or "Linkedin Ads" in Linkedin. Adsense Together with AdWords, it is one of the main tools for advertising on the Internet. While Adwords is used for promotions in search engines and sites, Adsense includes ads in an own website. It is a way to monetize a blog or a website when used with control. A blog full of advertising can cause rejection or directly a high percentage of rebound and page exit. 
 Algorithm Set of formulas developed for a computer to perform a certain function. It is fundamental when developing content promotion strategies in social networks, since sites such as Facebook and Google use the algorithms. AMA Acronym for "ask me anything". It originated in a popular subreddit in which users use the term to ask questions to other users. Ambassadors People who demonstrate their support and help spread content and publications. They may arise spontaneously on social networks or be people from a closer circle. It is essential to know how to identify the best ambassadors and take care of them in order to continue generating positive links. API Acronym for "Application Programming Interface". It allows to connect several different platforms, link them together and use them for a specific purpose that we need to achieve. Avatar Image or username that represents a person online, especially in social networks and forums.     B. Badge Qualification, mark or award that an application or social network gives to users when they achieve some kind of goal or objective. In most cases it is part of gamification processes in which games between users are promoted. Banner Element of promotion or advertising of products or services that may appear at the top, bottom or side of a website. Bitly Free URL shortening service. Provides statistics for links shared by users. It is popularly used to condense long URLs and make them easier to share on social networks. Bio In social networks it refers to a short text in which the users share information and explain who they are. Blog Website, usually run by an individual or a company, with regular entries of content usually on a specific topic. Blogger Google-owned blogging platform that allows individuals and businesses to post a blog for free, usually in a sub-domain. 2. A person who writes blogs professionally or as an amateur. Bookmarking Action that allows users to save links to the websites they want to keep and/or share. Branding Set of strategies that are put into action to build and make visible the brand of a company or product. Various strategies can be developed through online marketing and social networks for a brand to increase its notoriety, the number of sales and its popularity.   C. Canva Design tool aimed at profiles with no technical knowledge of graphic design. Easy to use, offers several templates that adhere to the dimensions required in different social platforms. Chat Traditionally refers to one-to-one communication in a text-based chat application, commonly known as instant messaging (IM) applications. Clickbait Term used to describe the technique based on offering a sensationalist, inaccurate or false title in order to obtain a greater number of clicks and thus increase the income of a medium. Comment Response that is often provided as a reaction to a social network publication. Connections LinkedIn equivalent to a Facebook "friend". Connections are classified by: 1st grade, 2nd grade and 3rd grade. Content Any type of written or audiovisual publication generated by the user. CPC Acronym for "Cost per Click". A way of selling and financing Internet advertising in which the advertiser pays an agreed price only when users click on the ad. CPM Bidding strategy for online advertising. In this case, the advertiser pays according to the number of impressions, namely the number of times the ad is shown, without counting the clicks. Creative Commons Organization that grants public and flexible licenses to documents of general interest so that they can be used and reproduced by the rest of the users without commercial interest. Any user or author of content can register their documents in Creative Commons and choose between different types of CC licenses. CRM Acronym for "Customer Relationship Management". A type of platform through which a company manages all its commercial contacts, its web links and social networks. CRM has become a fundamental tool in commercial work teams. Crowdsourcing Action in which companies and brands generate creative content through their own clients, fans or internet users. This term has been generalized and put into practice above all to encourage participation in social networks. CTR Acronym for "Click Through Rate". A ratio to measure the effectiveness of a text or an online ad. It is used to know the percentage of clicks in an Adwords ad or for a Google result in SEO. It is a data expressed in percentage (%) that results from dividing the number of clicks by the number of impressions.   D. Dashboard Area of administration of a website, application or software tool. Delicious Free online bookmarking service. Allows users to store website addresses publicly or privately so that they can be accessed from any Internet-connected device and shared with others. Digg News website that allows members to submit and rate articles. The articles with the most votes appear on the home page and are subsequently viewed by most members of the site, as well as by other visitors. Disco effect Comparison used in marketing to refer to the negative effect of a publication that does not have any kind of participation. In an empty disco nobody wants to be the only one dancing. The behaviour of users in the face of a publication without comments is similar. As a general rule, few people like to be the first and the disco effect is produced. Disqus Worldwide blog comment hosting service for websites and online communities that use a networked platform. Dummie Novice or beginner. There are blogs, post and specific books for this profile of users in various topics.   E. E-Commerce Set of actions related to the online purchase and sale of products or services. EdgeRank (on Facebook) Algorithm that calculates and displays on each Facebook wall the most relevant news or publications of each page. It basically depends on three factors: the age or time that elapses from the time it is published on the Fan Page until a user makes it visible on his news wall, the affinity with the page and the participation or weight generated by each of the publications among users and fans. Email Marketing Set of strategies with the main objective of having the contact with customers, promoting and informing of products and services of a brand through email. Engagement Degree to which a consumer interacts with your brand. The commitment between the brand and the users. This is based on creating a certain loyalty and motivation for users to defend and feel part of the brand, and thus refer new users. Engagement rate  Popular social network metric used to describe the number of interactions (likes, actions, comments) that a fragment of content receives. Endorsement On LinkedIn it refers to an instance in which a user recognizes another by one of the skills he has included in his profile.   F. Facebook Social networking platform founded by Mark Zuckerberg in 2004. It connects people with friends, family, acquaintances and businesses around the world and allows them to publish, share and participate with a variety of content, such as photos and status updates. The platform currently has about 2.3 billion active users. Fans  People who like a Facebook page. Favorite  It's represented by the icon of a little star on Twitter. By favoriting a tweet, the creator receives a notification that someone has liked their content or publication. Feed Data format of social networks that provides users with a constant flow of updates and information. Flash Mob Large group of people who suddenly gather in a public place, perform an unusual and meaningless act for a short time and then quickly disperse. The term flash mob generally applies only to meetings organized through telecommunications, social networks or viral emails. Flickr Social network to share images. The service allows users to store photos online and then share them with others through profiles, groups, sets and other methods. Follower In the social media environment, a follower refers to a person who subscribes to your account to receive your updates. Friends Friends is the term used on Facebook to represent the connections that users have and the people they follow.   G. Gamification Marketing technique that introduces the dynamics of games and contests as part of the promotion and advertising of a product. Geolocation Term that refers to the positioning and geographical location of a business, person or place through coordinates that allow any element to be placed on the map. It is a fundamental tool for applications and sales through mobile marketing. Geo tag Directional coordinates that can be attached to part of the online content. For example, Instagram users often use geotags to highlight the location where the photo was taken. GIF Acronym for Graphics Interchange Format. In social networks, GIFs serve as small-scale animations and movie clips. Google+ Google's late social network. Served as a platform to connect users with friends, family and other professionals. At the same time allowed them to share photos, send messages and participate with the content. Google used the "+1" to serve as the equivalent of a Like on Facebook or Instagram.   H. Hangout Google´s video service that allows to video chat with up to 10 Google users simultaneously. Hashtag Label used on a variety of social networks as a way to write down a message. A hashtag is a word or phrase preceded by a "#" (i.e., #InboundMarketing). Social networks use hashtags to classify information and make it easy for users to search.   I. Image header Large photo shown at the top of a profile on Twitter, the banner image on LinkedIn or the cover image on Facebook. Impressions How advertisers and publishers track each time an ad is "searched" and recounted. Instagram Photo sharing application that allows users to take photos, apply filters to their images and share them instantly on the Instagram network. It already has more than 300 million users. Instant messaging IM is a form of direct text-based communication between two or more people, in real time. More advanced instant messaging software clients also enable enhanced communication modes, such as voice calls or live video. Inbound Marketing Set of non-aggressive marketing techniques addressed to potential customers or consumers that are characterized by having their strategy based on three fundamental pillars: SEO or positioning, content marketing and Social Media Marketing. Influencer Person who has the ability to viralize and share content on social networks with a large number of people. Infographics  Images that combine text and graphics and forms a visual scheme that transmits, quickly and intuitively, concepts and information. Some of the best known free tools to create your own infographics are: Pictochart, Visual.ly or Easel.ly   K. Keywords The most important words  of a message or text. By themselves they have meaning and embrace the general sense of the content. It is essential to make good use of Keywords to attract with titles and improve search engine positioning. Klout Social influence measurement service that allows users to connect multiple social accounts, such as Facebook, Flickr, YouTube, etc., and then provides each user with their Klout score. The score is out of 100: the higher the score, the greater the estimated influence on the online world. KPI’S Acronym for "Key Performance Indicator". They are the indicators and measurement tools from which useful information is obtained on the level of performance of a campaign or marketing strategy.   L. Lead Action by which a user who has given his data to a company, becomes part of its database. Normally they are generated from contents that can be downloaded through a form. Like Action that can be performed by a Facebook or Instagram user as a quick way to show approval. LinkedIn Business-oriented social network. It has more than 380 million members in more than 200 countries and territories. Founded in December 2002 and launched in May 2003, it is mainly used for professional networks. LinkedIn Publishing LinkedIn publishing platform. A place where members can publish their long format content related to their professional interests and experience. While this capability used to be limited to LinkedIn Influencers only, the platform was opened to all in 2014. LinkedIn SlideShare Social network that allows sharing presentations and documents. Users can upload presentations and share them on other social networks such as LinkedIn, Twitter and Facebook. Listed (on Twitter)  User that belongs to a list created by a third party in order to control their tweets more easily. Live Streaming Act of delivering content over the Internet in real time. This term was popularized in social networks by applications such as Meerkat and Periscope. Lurkers Participants of virtual communities that have only a receptive activity, without actively contributing with files, writing in discussion forums.   M. Mass Media  Type of communication that takes place through traditional mass media such as television, radio or the written press. Meerkat Application that allows users to transmit live videos from their mobile devices. Meme Image or video, usually with text, that is used on the Internet to describe a thought, idea, joke or concept and share it widely online.   Mention Way to quote another user of a social network so that they can respond directly. The symbol that precedes the user name to mention it is the @. Metadata Data administrator. Metadata structures and classifies information that in turn describes another element from which detailed information of its characteristics can be obtained. Microblogging Program or application that allows to generate contents in which the number of characters is limited.   N. Native advertising Native content refers to a type of online advertising in which the format and copy of the ad adhere to the format of a regular publication on the network in which it is published. The purpose is to make ads feel less like ads and more like part of the conversation. Newsjacking The practice of capitalizing on the popularity of a news story  to expand sales and achieve marketing success.   O. Online reputation Group of opinions and experiences (positive or negative) of users and consumers that revolve around a brand, product or company, generated in the 2.0 environment and social networks.   P. Page Rank Numerical value with which Google rates web pages and platforms, including social networks. It represents the quality and importance of a website. Pandora Online social radio station that allows users to create stations based on their favorite artists and music types. Periscope Social video application that allows users to stream live video from anywhere. Users can also interact with other videos, browse live or recent streams, and follow users to receive notifications. Permanent link Address or URL of a particular publication within a blog or website that remains unchanged indefinitely. Pinterest Social network to share, upload, save and classify "pins" through collections called "boards". Collections are usually organized by themes, such as: food and drink, women's fashion, gardening, etc. Users can "pin" and "repin" the content they like in their respective tables. Podcast Series of digital multimedia files, usually audio, that are released on a timely basis and often downloaded via an RSS feed. Pocket Application that allows users to manage a reading list of articles they have saved from the Internet for later reading. Pocket has an open API that allows it to connect to more than 500 applications, including social networks such as Twitter. PPC Aacronym for pay-per-click. It is an online advertising model in which advertisers display ads on various websites or search engines and pay when a visitor clicks. Bid-based PPC involves an auction in which advertisers compete with other advertisers by setting the maximum bid (or the highest amount they are willing to pay) per click. Each time a visitor activates the ad point, the auction process is performed to select the ad to be displayed.   Q. Quantcast Tool that provides traffic and demographics of a website. It is mainly used by online advertisers seeking to target specific demographic data.   R. Real-time marketing Strategy that requires marketers to take advantage of current events when publishing promotional content. Recommendation LinkedIn term used to describe a written note from another user that aims to reinforce their credibility or professional experience. Reddit Social news site that contains specific, issue-oriented communities where users share and comment on stories. Reply Twitter action that allows to respond to a tweet through a separate tweet that begins with the other user's name. This differs from a mention, because tweets that begin with an @ username only appear in the timelines of users who follow both parties. Report Informative document of the state of the action plans in different strategies of social media. Includes quantitative and qualitative data from the web analytics result. Retargeting Online marketing and advertising technique that allows professionals to show ads to people who have visited your website or are part of your contact database. ROI Acronym for Return on Investment. It is an indicator that measures the benefit against the expense of the investment of a project. RSS (Really Simple Syndication) type of format called XML that allows sharing, reading, receiving and storing information from blogs and web pages. RSS feed Family of web source formats that are used to publish frequently updated content, such as blogs and videos, in a standardized format. Content editors can syndicate a feed, which allows users to subscribe to content and read it whenever they want from a location other than the website (such as Feedly or other RSS readers). RSS reader Tool that allows users to add articles from multiple websites to a single location using RSS feeds. Its purpose is to enable faster and more efficient information consumption. RT Acronym for "Retweet", often used on Twitter. It consists of sharing someone else's tweet.   S. SEO Search engine optimization. The process of improving the volume or quality of unpaid traffic to a search engine website. Skype Free program that allows text, audio and video conversations between users. SMO Acronym for "Social Media Optimization". It is a set of actions that aim to boost and optimize the presence of a brand in different social networks, linking and uniting with each other. Snapchat  Social application that allows users to send and receive time-limited photos and videos known as "snapshots," which are hidden from recipients once the time limit runs out. However, images and videos remain on the Snapchat server. Users can add text and pictures to their photos and control the list of recipients they send them to. Social Inbox HubSpot software application that connects to the contact database and allows users to optimize their monitoring, publication and social analysis. Social media manager Professional in charge of planning the social network strategy of an organization, product or company. Social media monitoring Process of monitoring and responding to business-related mentions that occur on social networks. Social proof  Psychological phenomenon in which people seek the direction of those around them to determine how they should act or think in a given situation. In social networks, the social proof can be identified by the number of interactions a fragment of content or followers receives. If others are sharing something or following someone, it should be good Social selling Sales concept in which representatives take advantage of the power of social communication to interact with potential clients, answering their questions, providing useful content, clarifying information, etc.   T. Tag Feature commonly used on Facebook and Instagram. Allows users to create a link to the profile of the person shown in the image or to whom the update is directed. Target Target audience, the group of people that is the most receptive by their characteristics to a product, brand or service. Transcription Consists of writing textually an audiovisual content. As Google does not understand multimedia content, it is highly recommended to transcribe it to position it with that text. Trending topics Most commented topics in a social network through hashtags. These usually appear on networks such as Twitter and Facebook and serve as click links where users can join the conversation or simply browse related content. Transmedia Technique by which the same content can be transformed and adapted to other formats. Troll User known for providing destructive criticism and negative comments without much justification. Tumblr Microblogging platform that allows users to publish texts, images, videos, audios, links and quotes on their blog. Twitter Social network that allows users to share 280-character updates with their followers. Users can bookmark and retweet other people's posts, as well as engage in conversations using @mention, response and hashtags to categorize their content. Tweepi Social network management tool. Provides users with a platform to simplify the way they manage their social followers. It is usually used to follow or leave a group of people based on certain criteria. Tweetdeck Twitter tool that provides users with a way to manage their Twitter presence through custom columns. The platform integrates with the Twitter API to allow users to send and receive tweets. Twitterverse Also known as Twittersphere, Twitterverse is a nickname for the community of users who are active on Twitter.   U. Unfollow Action of ceasing to follow an account on a social network. UGC (User-generated content) content created and published by users of a given website, medium or platform.   V. Vine Founded in 2012, Vine was a video sharing social service in which users created and got involved with short six-second video clips. Viral Term used to describe an instance in which a content achieves a notorious consciousness. Viral distribution relies heavily on word-of-mouth and frequent exchange of particular content on the Internet. Vlogging Piece of content that uses video to tell a story or inform. Vlogs are common on video-sharing networks such as YouTube.   W. Webinar Online presentation organized by an individual or a company. Most of the time, the host requires attendees to complete a form before giving them access to stream the audio and slides. In marketing, webinars are conducted to educate audiences on a particular topic while opening the floor for social networking discussion using the unique webinar hashtag. Web traffic Amount of visits a website has. We can differentiate between number of visits, number of unique users and number of page views. Widget Small, easy-to-install software application that can bring a variety of functionalities to a website.   Y. Yammer Private social network for companies that is often described as "Facebook for companies". It is intended to be used by organizations for internal communication purposes.   Z. Zapier Software that uses zaps to connect applications and gives users a way to automate tasks. Zaps are automations that contain triggers and actions. For example, you can connect Twitter to Evernote to save your favorite tweets in a folder, or connect Facebook and Twitter to tweet posts from a Facebook page.   Main photo: Max Rentmeester

If there's one online marketing platform that continues to work, and increasingly so, that's Facebook Ads. Gone are the days when everyone was able to advertise in any way and got repercussions. Facebook and Instagram have joined forces in this system for advertisers that is still today one of the most beneficial for any company, brand, business or professional. Whether to give visibility to products or to promote your own brand or services, the platform puts at your fingertips millions of people as a target audience.   Times have changed and Facebook has become more demanding than ever, so you will need a quick guide not to get lost in the process.   1. OBJECTIVE Facebook already has up to 11 different types of targets for your ads. But the platform has managed to unify them into 3 groups to facilitate the implementation of your campaign:                - Recognition This category includes Brand Recognition and Scope. With these objectives you will be able to generate interest in products or services that you offer, this being the first part of a basic funnel.   - Consideration This category includes Traffic, Interaction, Application Downloads, Video Playback, Lead Generation and Messaging. With these objectives you will focus on getting your audience interested in your company and you will give more information than usual to get those people to look for more information about their services or products.   - Conversión This category includes Conversions, Product Catalog Visits and Business Visits. It's time to turn your ads into profitability. No matter what your conversion: sales, downloads, subscriptions, requests ... The important thing is to make the target audience perform the action we want. In this case it is very important to have a tracking pixel installed in order to measure the results.      2. SEGMENTATION     It's time to choose to whom we're going to offer our ads. It is important to be clear about your target audience and analyze it calmly. It's very easy to waste our budget showing ads to people who won't be interested, so it's best to take your time to define your audience. Facebook Ads allows you to segment a lot your range of people, from the basics: language, sex, country, age ... to a more detailed segmentation that includes values such as demographics (education, work, etc..), interests (customs, hobbies, sports, etc..), behaviors (events, travel, etc.) and more interests that Facebook treasures like gold in a pirate trunk.   3. LOCATION If you already know who you're going to show your ads to, now it's time to choose where to show them. Facebook Ads gives you the option to choose different locations depending on your needs. Like almost everything else, Facebook gives you the option to set the autopilot and let him choose the best locations for you. But if your needs are different, you can customize the locations by choosing from: device type, ad display type, platform type and other more advanced settings. Our default ads will be published on Facebook, Instagram, Audience Network and Messenger. But we can always choose whether or not to appear on any of these platforms.   4.- OPTIMISE DELIVERY AND BIDDING Bearing in mind the budget that we want to give to our campaign, Facebook Ads offers us three types of optimization for our ad delivery. In this way, depending on which one we choose, Facebook will calculate for us the share price with our ads in one way or another. We can choose between: Interaction with a post: it will only show our ad to the people most likely to interact with our ad. Impressions: your ad will be shown to the public as often as possible. Unique daily reach: the ad will be shown the number of times per day we choose, at least once per user.   After choosing our delivery, we have to choose the bidding method. We can leave it on "autopilot" so that Facebook optimizes it in the best way, or we can choose between two manual options: CPM or PPM: With this option we will pay for every 1,000 times our ad is shown, even if it doesn't have any interaction. CPC or PPC: With this option we will pay every time one of our ads receives a click.   5.- STRUCTURE It's time to create your advertising campaign. To do this, the first thing you need to be clear about is the structure you must have in order to optimise it as much as possible and, above all, to have it organised. Although it may seem strange, many campaigns end up failing because there is no clear organization chart like the one we show you on Facebook Business. Thanks to this infographics we can see that the structure is: Campaign: With a single objective of the 11 we talked about earlier. Set of ads: Each with its budget, bid, location and segmentation. Ads: It is important that the ads have different combinations of calls to action, photos, texts, links, etc. This increases the success rate. To test A/B with an ad varying some element usually gives a very valuable short-term result of what works and what does not.   6.- FORMATS The visual variety of the ads is fundamental in order to get the attention and sympathy of our target audience. Facebook Ads allows a wide range of ad displays depending on our objectives. We can use photo support, video, carousel images, and even gif. Since a few months ago we can put ads in vertical format both photo and video for Stories. When it comes to promoting our product sales, Facebook Ads provides us with two exclusive formats for mobiles: the Canvas format and the Collection format. They are special to create a micro-web experience on the mobile whose only objective is to sell your product thanks to the visual attraction. Facebook also has a special format for attracting potential customers or Leads, in which with a single click appears on screen a registration form or contact, previously filled with our data that has facebook, and that once the customer click on "Send" will go directly to our database. A very easy system in two clicks to get those leads that cost us so much.   7.- ANALYSIS   All this would be useless if we do not pay a minimum of attention to the statistics that our ads throw at us. As we have said before, the first thing to do is to install in our website a tracking pixel to know the behavior of our ads once the target audience interacts with them. The Business Manager tool with which we control our ads has an almost infinite analytical system, you only have to know what you want to see and look for it. Analyze which are your best ads, your best formats, those that convert more and why they do it. What do those that work have in common? If you manage to answer this question, you will get the most out of your money. A tip: the more your campaigns, sets and ads are ranked by hierarchy and names, the easier it will be for you to analyse the results. Even if you know all the steps to follow to set up a Facebook Ads campaign, there are some very typical mistakes that everyone tends to make. When preparing your ads and reviewing the campaigns it is essential to remember about it in order to correct and avoid the errors. In this video you can see which are the most common mistakes and how to prevent them: Two years ago we told you about the potential of Facebook Ads in another article, but since then it has evolved considerably. As you can see, it's not an easy task but you can save time if you know what you have to do beforehand. Dedicating time to Facebook Ads means saving money and making your campaigns profitable in order to achieve the goal. Putting ads without paying attention to all these considerations is like paper advertising, most of the time ends up in the trash.   Main photo: Anders Jilden

More than 800 million people or companies use Instagram and the vast majority do not get the most out of this platform. Are you one of those who believes that he is an expert? Let's check it out. When you search for "Instagram tricks" there are more than 200 million entries in Google, an indication that it is a social network much more complex than the user thinks. Today I'm going to reveal 7 tricks that will make you closer to becoming an Instagram pro. Change the cover of your highlights without uploading it to your stories How many times have you gone to see the stories of one of the influencers that you follow and have you come across a complete collection of icons? This was motivated by the need to upload these creatives to Instagram story in order to establish them as the cover of the Highlights. Many, including myself, tried to find an alternative option to prevent our fans from seeing the happy icons for 24 hours, but finally we had to go through the hoop. Months later, Instagram heard our prayers and since last August it is possible to upload these covers without having to upload them. Touché! In the next video I briefly explain how to do it.   Use the rainbow letters in your stories​ Surely you've seen how some brands and influencers use rainbow letters in their stories, some lyrics that you do not have, and no matter how hard you look, you do not find ... Quiet, it's not something exclusive that Instagram has given them! Following the steps I show you, you can also use them and give a colorful touch to your stories. But, I warn you, it's not easy. If it does not come out the first time, keep trying, it's a matter of skill. Note: The trick is to slide both fingers at the same time. You can do it! ​ See stories anonymously With the update of the web version of Instagram that allows us to see the stories from the computer came another of the tricks most desired by users, to see the stories without the user sees it. This is undoubtedly one of the most sought after tricks by users. So, if you are a brand you can spy on your competition without them knowing or if you have a personal profile you can gossip that ex with whom you no longer speak. It's up to you! To be able to enjoy this feature you have to install an extension of Google Chrome. Here are the steps to follow. Install Google IG Story. Click on the eye icon that appears in the right corner. Enjoy all the stories you want without being discovered. In addition, with this extension you can also download Stories to your computer.     Protect your account from phishing As a result of the increase of computer attacks that we are suffering, Instagram decided several months ago to include a second authentication system for users. That is, each time you log in from a different device it will be necessary to enter a verification code that will be sent to the mobile. To activate this option you just have to go to the configuration menu - Privacy and security - Authentication in two steps - Start. Once you have reached this point you will have to choose the security method (Text message or Authentication App). Finally, after entering your phone number, they will send you a text message with a verification code that you must enter and THAT`S IT.   Upload several stories at the same time This trick, previously available only for the Android users, has arrived to iOS as well!  Sometimes we want to post various stories but it takes a lot of time to upload them one by one. If you didn’t know yet, now you can post a whole set of stories, all in one go. To do it in Android, you just have to open the image gallery and press on the image for a few seconds. In iOS you need to open the gallery and press the multiple selection button that you can find on the top right of your screen. This allows you to post a carousel of images, just like in Facebook. Moreover, you can edit each and every photo individually and personalize them however you want to.  I made a short video to show you the whole process in Android, step by step. ​ Recover original Instagram filters​ The last of the tricks is aimed at melancholics. Since the launch of the Instagram platform in 2010, it has undergone many changes, including the elimination of some of the iconic filters such as Kelvin or Earlybird, to make way for the current Melbourne or Jakarta. If you are one of those who like to remember past times, you should know that these filters have not disappeared, you can still use them. When you upload an image pay attention to the last of the filters, where it says Manage, click on it and voilà, you already have the entire effects library again. You will only have to select the ones you want to appear and use them in your publications. ​ Share 4K images​ We arrive at the last of the tricks that I want to share with you. Although it is not directly related to Instagram app, is a very useful trick to have a nice and quality feed. How many headaches there will have been because of the loss of quality of the images when passing them from the computer to the mobile. Some have opted for Google Drive, others for iCloud ... but perhaps they do not know that through Facebook chat, Messenger, they can share 4K images without losing quality. A very easy way to transfer your photos from your computer to your mobile.   Do you still think you know everything about Instagram?   Main photo: Pierre Châtel-Innocenti