The Union Metrics Blog

5 steps to finding fans and influencers on Facebook


As Facebook increasingly serves as the hub for most brands’ social presence, it’s important for brands to proactively connect with fans and influencers on the platform, rather than just waiting for customer to half-heartedly “Like” their page after a transaction. So how, exactly, do you go about finding fans and influencers? We’re glad you asked! Here are 5 steps to take today to get you started.

1. Target friends of fans (without being creepy).

In How to get more followers, the right way! we covered running an inexpensive campaign to reach new audiences on Facebook. Well good news, Facebook has made things even easier with an option when creating an ad to directly target the friends of your fans. It’s a good bet they have enough in common with their friends that some of them will be genuinely interested in what your brand has to offer them.

2. Look at fans of competitor’s pages.

Pay attention to how they’re similar to and different from your own fans. Is there an obvious element these people have in common that you haven’t been considering in addressing your audience? Write down some ideas to incorporate in your content going forward, or tweaks you might make to the audiences you target with ads in the future.

Just do not, under any circumstances, message these people or make any kind of inappropriate contact with them. That’s the best way to turn them off of your brand for life.

3. Look at brand advocates to see if they’re influencers.

You’ve no doubt noticed- and hopefully interacted with!- any brand advocates on your page (anyone talking up your brand, recommending you to others, leaving regular, enthusiastic comments etc), or tagging your page elsewhere on Facebook. Are these people influencers in a space that would make sense for your brand to be more involved with? For example, a beauty brand who discovered one of their brand advocates was a lifestyle vlogger with a healthy, engaged following might consider reaching out to start a campaign or brand partnership that made sense for both of them. Exposing your brand to that influencer’s audience is a great way to grow your own with genuinely interested fans.

Chameleon Cold-Brew FB 2

4. Is there anyone your fans talk about a lot who is an influencer?

Who do your fans talk about amongst themselves? Set up social listening across your social presence and pay attention to who your fans consistently talk about; not just you and your direct competitors, but also influencers in your industry and adjacent industries. Building relationships with those influencers is a great way to build both of your audiences.

5. Look at hashtags for your industry not only on Facebook but also on Instagram; who has a big following there?

While hashtags aren’t used on Facebook the way they are on other platforms like Twitter and Instagram, it’s still worth looking through the big ones in your industry to see who is using them the most. This can be especially helpful on Facebook-owned Instagram (and you can definitely make some discoveries through Instagram photos cross-posted to Facebook) where a lot of influencers have large followings. Connect by following, leaving comments or sharing their content where appropriate, and generally working to build a relationship with them. If it’s a good fit, they should reciprocate.

Anything else?

From 10 ways for brands to succeed on Facebook, be sure you’re still using Facebook analytics to post more content when your audience is around— and keep checking on that timing, because it can easily shift with the seasons and cycles like school semesters, holiday breaks, and more.

Want your Facebook analytics in the same place as everything else? We can do that for you, with the Union Metrics Social Suite. Here’s how our Facebook analytics make Facebook even better.

Written by Sarah

October 28th, 2015 at 9:26 am

Reminder: See Union Metrics Echo in action tomorrow!


Just in case you forgot to mark it on your calendars, we wanted to remind you that our Echo demo is happening tomorrow!

Union Metrics Echo Shorter GIF

Join us at 9:00 a.m. PDT (4:00 p.m. GMT) for a demo of the brand new Union Metrics Echo. The entire Twitter archive – hundreds of billions of Tweets going back to 2006 – can be a little overwhelming, so let us show you how to best use it to improve your social strategy and inform your marketing campaigns.

Can’t wait? You can learn more about Echo here, now. 

Written by Sarah

October 26th, 2015 at 12:10 pm

The Week in Social #176


We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

All about Twitter

Twitter hosted their developer conference this week (Flight) and made several announcements around platform updates, which you can get a summary of in this piece from Chris Thilk at Voce, and a great breakdown of how to use the new Tweet Grid embeddable display option here, via Andrew Hutchinson for Social Media Today. If you were at Flight or watching the live-stream, you may have seen a quick demo of our new product Echo, an entirely new way to access and analyze every tweet ever. What do you do with all that wonderful data at your fingertips? Our Co-Founder and Editor-in-Chief Jenn Deering Davis has some advice in How to Use the Power of Twitter’s Archive to Drive a Multi-Channel Social Strategy for SocialTimes.

Twitter also hosted a video event in NYC last week which Andrew Hutchinson also breaks down in How Twitter’s Approaching Video – Highlights from Twitter’s #VideoNOW Event for Social Media Today.

All about content marketing.

If you’ve ever wondered What Do Marketers Consider to be the Most Effective Types of Social Media Content?, wonder no more because Marketing Charts is sharing that information:



Video is still having its moment, and infographics are still a popular choice as well. Just remember to create content for your specific audience, in the forms they respond to in the places where they like to hang out. If you don’t know the answers to those questions, do your research, test, measure, and don’t expect overnight success.


Written by Sarah

October 23rd, 2015 at 9:13 am

See Union Metrics Echo in action


You’ve heard about Echo- and maybe you’ve seen the video telling you more about exactly what it is- but what exactly can Echo do? Let us show you!

Union Metrics Echo Shorter GIF

Join us on Tuesday, October 27 at 9:00 a.m. PDT (4:00 p.m. GMT) for a demo of the brand new Union Metrics Echo. The entire Twitter archive – hundreds of billions of Tweets going back to 2006 – can be a little overwhelming, so we’re ready to show you how to best use it to improve your social strategy and inform your marketing campaigns.

Can’t wait? You can learn more about Echo here, now. 

Written by Sarah

October 22nd, 2015 at 6:43 am

Introducing Echo from Union Metrics


We’re so excited to announce the newest addition to the Union Metrics product lineup: Union Metrics Echo! Echo is an entirely new way to instantly access and analyze the entire Twitter archive. With Echo, the entire Twitter archive is easily searchable in real time using a powerful query language combined with a rich, interactive visual interface. Now you can explore hundreds of billions of Tweets to find exactly the ones you need to answer critical business questions, inform your social strategy, and create better marketing campaigns. Learn more about Echo here or keep reading for more.

Union Metrics Echo Top NFL Teams Game Day Closeup View

Twitter is a data source like no other and the only social network where marketers can tap into the pulse of the planet and learn what their audiences think about their brands at any time. Echo can help you tap into that rich data source to:

  • Understand the true impact of Tweets during a brand crisis
  • Watch conversations unfold on Twitter as TV shows happen on screen
  • Research potential clients before pitching new business
  • Identify key Tweets about past events
  • Measure share of voice and monitor competitors
  • Never miss a Tweet again, no matter when it happened

And the value of Echo goes well beyond Twitter. We believe every social campaign, regardless of channel, can be improved by tapping into the world’s reaction to every event – big or small – whether it happened 90 seconds ago or nine years ago.

Want to see it in action? You can watch a webinar recording here.

Written by Sarah

October 20th, 2015 at 6:16 am

The Week in Social #175


We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

 On content, influencers and storytelling.

If your content could use a boost (and that’s most of us), you might want to check out this piece from Wojtek Mazur for MarketingLand on How To Get Your Content Amplified By Influencers. Spoiler alert: The key is relationship building that is first and foremost beneficial to the influencer. And here’s an important reminder about what influence actually means:

“First off all, a word for the wise: Don’t be fooled by large numbers. An account may have many Twitter followers or Facebook fans, but that can mean next to nothing. How many of those followers are active and committed users? It is better to look for someone with an engaged audience.”

Emphasis added.

If you’re looking to boost B2B content, specifically, then these 10 Tactics To Maximize Your B2B Content Reach [Research] from the always-excellent Heidi Cohen are for you.

Cartoonist Rob Cottingham shares the best storytelling lessons he’s learned in Draw Me a Story: Six Storytelling Lessons From Cartooning for Shonali Burke Consulting.

Twitter's down

Brevity, humor and surprise are all recommended.

On specific platforms.

If you’re worried about Twitter’s announcement that they’re going to eliminate share count, Cision has a breakdown for you via Jim Dougherty in Twitter to Eliminate Share Count. What’s It to You?

Jack Simpson brings you all the wisdom he’s gathered from putting together monthly roundups of the best branded Instagram videos for Econsultancy in A marketer’s guide to Instagram video.

Up your Facebook game with Five Tips for Brands That Want Success on Facebook from our very own Co-Founder and Editor-in-Chief Jenn Deering Davis.

Finally, on dealing with change.

Social media has an announcement about the twelve different ways it’s changing every week, and that can understandably get overwhelming. How do you deal? Mark Schaefer has some advice in 5 ways to calm down and not be overwhelmed by social media change at {grow}.

“So you see, social media hasn’t changed everything. I could argue that it has changed nothing, except that it helps us focus on the human elements of marketing that really matter. How do you work with customers in real-life?  Do that.”

Social media is just a new set of tools for the same old human communication we’ve been involved in since the dawn of time. If you’re still feeling a little overwhelmed, take a look at this photo:

social media change

And if it’s not knowing where to start in measuring your social efforts that has you feeling overwhelmed, we can help with that.


Written by Sarah

October 16th, 2015 at 8:41 am

Our Marketing Manager goes to Dreamforce


Here at Union Metrics we like to give our employees the chance to enrich themselves and their careers by attending a conference of their choice each year. Here’s Marketing Manager Lisa Messelt’s experience at Dreamforce 2015, in her own words. 

Above: This is not, as it first appears, a normal-sized laptop on a table; it is a 10′ tall laptop with a working screen. Dreamforce does not hold back.

Above: This is not, as it first appears, a normal-sized laptop on a table; it is a 10′ tall laptop with a working screen. Dreamforce does not hold back.

Dreamforce hosted 120,000 people this year in San Francisco, and I was one of them. I’ve been a Salesforce administrator for the past five years, and this was the first year I was lucky enough to go. These were the highlights.

Salesforce products

Dreamforce was, first and foremost, an incredibly impressive display of just how vast Salesforce has become as a business. I didn’t realize just how behind I was on all of the acquisitions that have taken place over the last few years, but the enormous, beautiful displays at every turn sure brought me up to speed. ExactTarget/Pardot, Wave, RelateIQ, Heroku, and so many other new lines of business in the Salesforce catalog have created a truly massive footprint. I successfully got up to speed on everything except the IoT area, which was cool if not currently a business necessity for everyone.

Attendees & Speakers

My favorite thing about Dreamforce is that it attracts other companies like Salesforce, and therefore other people like me; people trying to build great enterprise SaaS companies. For any challenge that I had on my plate, there was either someone to talk to who was working through the same thing, or someone who had been through it before and had valuable knowledge to impart. For someone who’s perpetually in a department of one or two, it’s extra valuable to get this kind of outside perspective, both from fellow attendees and their experienced speaker lineup.


I am both a person who loves to shop and a person who loves new tech, so I had a great time perusing the show floor. It’s like if you set up a demo with everyone who ever cold-called you back to back to back and knocked them all out in an afternoon. I realize that may sound horrible to some, but it’s a really efficient way to catch up on all the latest tools and build relationships with the reps you may need to negotiate with down the road.

The Money

Everywhere I turned, I found myself wondering, “How much did they spend on this?” Nearly everything about Dreamforce felt decadent; every display was completely over-the-top. Countless vendors hosted luxurious lounges to keep everyone comfortable. And every day ended with a handful of lavish parties (or a Foo Fighters concert).

Above via the #dreamforce tag on Instagram. 

Above via the #dreamforce tag on Instagram.


They definitely want you to feel good about the price of admission.


Dreamforce is pretty amazing, and I’ll go back whenever I get the chance. Salesforce has built something awfully impressive both as a business and with this conference, and it’s great to be a part of it.

Curious about our other employees’ conference experiences? See what our Social Media Manager learned at the Social Shake-Up 2014, our Senior Front-End Engineer at OpenVis, or our Customer Success Manager at Pulse 2015

Written by Sarah

October 15th, 2015 at 10:23 am

Happy birthday, Instagram!


Last week Instagram turned five years old, so we’re taking a look back at some of its more notable moments and how it’s evolved since 2010. We’ll also discuss how the platform has grown into one of the largest and most important social networks, how brands have found their place there, and what might be next for Instagram.


We’re also looking at all the pretty #birthdaycandles on Instagram. 

Growing up

Instagram first launched on October 6, 2010, and by December of that same year it had 1 million users. The hashtags Instagram is so well-known for now weren’t introduced until January of 2011, and their original purpose remains the same: To help users share and discover their photos with one another (spammers be damned). By June of 2011, Instagram was up to 5 million users, and a launch of version 2.0 (with many of the filters and other features we know and love today) doubled that number to 10 million by the end of September.

If you’ve ever wondered about the history of #TBT (Throwback Thursday), wonder no longer: It was in use on Instagram in late 2011, but its popularity really took off in 2012 when more celebrities and influencers began participating. You may also remember 2012 as the year Instagram joined the Facebook family, and users grew to 30 million. This is also when the Explore tab and web profiles were launched, but Instagram took a hit in popularity with miscommunication around their new TOS (terms of service) in December of that year. Users interpreted it to mean Instagram would allow their photos to be sold and reused without their permission, but Instagram listened to user concerns and clarified their intentions to build a business model that matched the current user experience.

In 2013 Instagram added video capabilities- contributing to the video content marketing heyday of today- and direct messaging, as well as its first ads in the US. 2014 saw users at 300 million, and this year saw the end of the reign of the tyranny of the square, as well as a jump to 400 million users.

Brands on Instagram

Michael Kors was the first brand to advertise on Instagram in 2013, working to create photos that fit the feel of the app and didn’t intrude on user experience. Since then, brands across industries have increased their presence on the platform and experimented with different forms of advertising: Directly through Instagram, by sponsoring the posts of key influencers in their industry or partnering with them in campaigns, or simply running accounts that share the kind of content their Instagram audience is interested in while also letting them know where they can buy what they see.

Instagram doesn’t have a direct buy button (yet?), but there are workarounds such as Like It To Know It (can be found with the #liketkit) for brands and personal brands interested in directly monetizing their posts.

Most brands, however, use Instagram to connect with users in a way that feels natural for the platform. People use it, first and foremost, to share beautiful, memorable images of their lives. Brands have to find a way to fit in with that in a way that doesn’t feel intrusive. Users reward those who have figured out how to do this in a way that seems effortless and natural- like Lauren Conrad- and will quickly unfollow a brand that seems jarring, needy or too salesy.

Instagram now

While Instagram’s features have evolved quite a bit over the past five years, it has remained the same at its core: A place for users to share their lives and passions with each other, visually. In the coming years we expect users and brands will find new ways to express themselves through its lens.

Ultimately, Instagram’s success lies in listening to its users and adapting with them, rather than trying to force an unnatural direction. That’s a good recipe for longevity no matter your industry.

Written by Sarah

October 13th, 2015 at 9:30 am

Posted in Events

Tagged with

The Week in Social #174


We spend the week reading the best things we can get our eyeballs on and on Fridays we share them here with you. Leave your thoughts in the comments, or come find us on Twitter at @UnionMetrics.

On video and visuals.

While answers vary as to what, exactly, the visual web is, everyone does seem to agree that it’s very important. You can see these responses in eMarketer’s What Is the Visual Web?: Instagram, Pinterest are the social sites most closely associated with the visual web:

visual web

“Asked specifically about social media, respondents said Instagram was the service most closely associated with the visual web. At 92.4% of respondents, Instagram was about 10 percentage points ahead of second-place Pinterest. Facebook, at 58.1%, and Vine, at 56.2%, were far behind, and less than half of respondents (47.6%) named Snapchat.”

Emphasis added.

For those more specifically interested in the state of social video, check out 10 big trends happening in social video by Ben Davis for Econsultancy, and to act on that knowledge, check out 3 Types of Video to Incorporate Into Your Social Media Strategy via Navneet Kaushal for Social Media Today.

If you’re still skeptical about video numbers, you might want to take a look at Seven in 10 US Internet Users Watch OTT Video: The vast majority are regular YouTube viewers also from eMarketer.

OTT video service


The times, they are a changin’.

On Twitter.

You’ve probably heard of Twitter’s launch of Moments this week, but what about Twitter’s “Promoted Moments” & What They Mean for Brands? Aaron Rales sums it up for Ogilvy:

“Instead of slotting promoted tweets within live Moments feeds, Twitter is giving brands their own Moments called Promoted Moments. The Company is calling them ‘dedicated pieces of real estate…where a brand can curate a series of different tweets or Vines to actually tell their story.’ Like a Promoted Trend, Promoted Moments will be considered ‘premium’ purchases and thus given significant visibility on the platform (they’ll appear in every category list of Moments). Pricing has not yet been disclosed and testing will begin in ‘weeks, not months’ according to the company.”

See more brand implications + specifications at the link.

If you think earthquakes have nothing to do with marketing you’re right, except in the case of this particular case study Andrew Hutchinson broke down for Social Media Today: What Marketers Can Learn from How Tweets are Used to Track Earthquakes.

“The USGS case study provides an insightful example of how social data can be used, and the importance of tracking the right information to convert social data into something practical. The first step in the process is ascertaining what it is, exactly, you need to know. In this case, the team have started with mentions of earthquakes then narrowed down the data by cross-matching posts for relevance. For your business, maybe you’re tracking all mentions of your brand name (which you should be), maybe all mentions of your industry, all of your target keywords in some capacity. Track too much and you’ll likely never glean much insight, as you’ll be setting yourself a mammoth task in monitoring all those mentions every day. But through refining, though working out the key messages you need to track that are actually actionable and relevant to your business interests, you can focus your efforts onto the conversations and mentions that matter the most.

Emphasis added. Oh, and we can help with that refined tracking, by the way.

On everything else.

Co-Founder and Editor-in-Chief Jenn Deering Davis tells it like it is in Mastering Engagement in Emerging Social Channels (by Anna Papachristos for 1to1 Media); calling networks like Snapchat, Instagram and Pinterest “unconventional” really sells them short. She also takes a look at the 11 most memorable social media marketing successes of 2015 (by James A. Martin for Network World) along with some other marketers, for all your 2016 content planning needs.

And finally, Jay Baer of Convince & Convert tells it like it is: Your Blog Post Is Too Damn Long aka tl;dr.

So thanks if you’ve made it this far.

A day in the life of Twitter Moments


By now, you’ve probably had some time to check out Twitter’s newly launched Moments. It’s an incredibly cool new Twitter feature that gives users a look at the best of what’s happening on Twitter at any given, um, moment (sorry about that).

So of course we wondered what happens to a tweet featured in a Moment. Does engagement skyrocket when a tweet is featured? It should, right? Let’s investigate.

Some Twitter Moments are very timely, featuring tweets about events that are happening right now. Others are focused on surfacing cool stories that are more evergreen and include tweets posted earlier. For example, this tweet from March 2015 is the top post in the Climbing Everest Moment.

When this tweet was first posted in March, it got a handful of retweets and favorites. But when it was featured in Moments today, it immediately saw a huge spike in engagement, which has increased throughout the day. It’s generated more than 90% of its engagement today alone.

Here’s another example from the International Walk to School Day Moment.

This tweet was posted earlier today and has since generated 22 retweets and more than 100 favorites. This is way more favorites than the average @PCArsenault tweet receives. Interestingly, this seems to be true for other Moments, too; most Moment-related engagement so far seems to consist more of favorites than of retweets and replies. But this is just a tiny sample, so we’ll continue to look at these patterns as Moments continue. We’re also curious if being featured in a Moment leads to an increase in followers.

It’s only been a day, but Twitter Moments are already a great addition to the Twitter experience. We’ll check back in with them in a few weeks and see what else we can learn and how brands can take advantage of this new functionality. What do you think? Have you spent much time looking at Moments yet?


Want to measure your engagement on Twitter? Take a look at TweetReach by Union Metrics for a variety of Twitter analytics options! We’ve got an option for every budget. 

Written by Jenn D

October 7th, 2015 at 11:38 am