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Social Media Advertising Tips for Your Business



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For small business owners, the complex ecosystem of social media advertising can be difficult to navigate. For every success story — and there are plenty — there are hundreds, if not thousands, of small business frustrated by their attempts to attract customers through Facebook, Twitter, Tumblr, Foursquare, Pinterest, etc.

The problem, fundamentally, is that small businesses are on social media because they feel that they should be — not because it fits into some larger strategy. They’ve heard about the small businesses that have radically enlarged themselves through those networks, as if by magic — that magic being, in fact, the execution of very smart strategies.

Before you pour further resources into a Facebook page or a Twitter account, it’s worth laying out the factors — in marketing terms, the key performance indicators (KPIs) — that determine the success or failure of your business. Are word-of-mouth and customer advocacy essential to your customer acquisition strategy? Perhaps it’s worth looking at social media to amplify those messages. Likewise, if you find that your Facebook fans spend more and more often than non-Facebook fans, it may be worth investing in ads that will help you boost your fan count.

Here, we’ve outlined the ad products offered by the two most popular social networks: Facebook and Twitter. Perhaps in reading about them, you’ll find matches with your business’ list of KPIs. In that case, you may want to set aside a budget to test them against the marketing investments you’re already making. After all, you’ll never know what works until you try.

Facebook Ads

Facebook ads used to be extremely complex, but thanks to a recent overhaul, they’re much simpler to purchase these days.

Your first task is to identify your marketing objective. Do you want Facebook users to buy something on your site? You should optimize for website conversions. If you simply want more Likes on your Facebook page — knowing that Facebook fans tend to be valuable customers in the long run — then optimizing for page Likes is the way to go. You can also optimize for website clicks, post engagement, app installs, app engagement, Offer claims and RSVPs to a Facebook event.

Once an objective has been identified, Facebook will guide you to the most appropriate ad type. It’s up to you to choose where that ad appears — in the News Feed, for example, or alongside it. Facebook will help you figure out where your ad is likely to perform best. You’ll also need to choose a headline, image (you can upload up to five on rotation) and text for your ad. Facebook recommends copy be “succinct, friendly and conversational.”

Once you’ve chosen your ad, you’ll need to decide who sees it. You can target people by location, age, gender, interest, relationship status, language, education and even workplace. You can also opt to target only people who are or are not already connected to your page or app, or the friends of people who already like said page or app. This kind of targeting is unique to Facebook, and should be thought out carefully. A restaurant, for example, may want to advertise a group happy hour special to employees of nearby businesses that tend to go out together after-hours.

Lastly, there’s the budget. You can allot a daily or lifetime budget, the former of which will allow you to space out your ads over a broader timeframe. You can also decide how you want to pay: You can either pay for specific actions (such as Likes or website purchases), or per thousand impressions. Facebook will help you choose the best one. Pricing varies according to the competition in the demographic you’re targeting.

Once you’ve set up your campaign, you’ll want to track its progress through Facebook’s analytics dashboard. Pretty quickly, you’ll be able to see which ads and images are performing the best — and can modify your spending accordingly.

Head over to Facebook’s advertising center to get started.

Twitter Ads

Twitter’s ad suite is much more simple. It’s divided into two categories: Promoted Tweets and Promoted Accounts. (A third ad product, Promoted Trends, isn’t available to small businesses.)

Promoted Tweets are ideal when you want to advertise a specific message, or product. If your goal is new followers, promoting your account is the most efficient method, as you’ll pay only when you add new followers. It’s worth testing whether promoting a specific message, or having more followers (who may then see multiple messages), is more profitable for your business over time.

You can opt for two kinds of targeting. The first is by keyword, which will allow you to target those who search, tweet about or otherwise engage with a specific term. You can also target by interests and followers, reaching people who fall into certain broad interest categories (like board games or college basketball) or who follow specific accounts — a skin care brand might want to target users who follow accounts that tweet about beauty and anti-aging advice. You can also limit your targeting to certain devices, like BlackBerry, and by gender.

Once you’ve set that all up, you can set lifetime and daily maximum budgets for your campaign. If you’re running a Promoted Tweet campaign, you set the amount you’re willing to pay every time someone retweets, replies, favorites, follows or clicks on your tweet. (Twitter recommends bidding somewhere in the $1.50 to $2.20 per engagement range.) For Promoted Account campaigns, you pay per follower — Twitter recommends bidding in the $2.50 to $3.50 range.

Beyond Facebook and Twitter

While small business participation on Twitter, and especially Facebook, is high, companies may find that other networks (and their ad products) are a better strategic fit. Pinterest, for example, has become essential to women’s lifestyle publishers, accounting for as much as 10% of their monthly referral traffic. Tumblr and LinkedIn may also be worth exploring, depending on your target customer demographic and other needs.

To repeat our earlier mantra: You’ll never know what works until you try. What you may discover is that social networks and their ad products don’t yet provide the kinds of returns that ad products from Google and elsewhere can — and that’s okay, too.

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BigEye Money

Retiring Master Brewer shows what Uganda is Made of with Nile Special Stout



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By Reporter

Nile Breweries Master Brewer Moses Musisi has done it again. After developing the great success brands Nile Special, Club and Eagle, he has now created the first Premium Ugandan Stout, a beer that he refers to as the crown on his career.

 Nile Special Stout is a stout Uganda can be proud of. It is brewed with the finest Ugandan Malts and Roasted Barley. It is brewed at the Source of the river Nile. The liquid is beautifully dark and has a truly satisfying rich taste with a long lingering but surprisingly clean after taste. A drinking experience crafted specifically for the growing appetite for richer and more rewarding beers in Uganda.Nile Breweries’ charismatic master brewer, Moses Musisi will start enjoying his well-deserved retirement in a few weeks. When discussing his retirement plans late last year he mentioned his passion for Ugandan beer and the lack of a proper Ugandan Stout. “We have local Dark lagers and there are imported stouts on the market, but I would really like to create a stout that will make Uganda proud,” Musisi said.

“We have tremendous confidence in Moses’ brewing skills; he is definition of a true craftsman, so when he expressed his wish to do something truly remarkable and create something that will be of value for the country, we quickly agreed to move ahead with the project. It is fantastic to see that after many months of crafting the liquid he got it absolutely right,” said Thomas Kamphuis, Country Director, Nile Breweries Ltd.

“In my view this is the legacy every brewer wants to leave,” he added. Nile Special Stout will be for sale to consumers from 29th November.

“As it is a black beer, launching on Black Friday is giving the launch a nice touch. We have a great consumer launch planned at Kyadondo Rugby Club where consumers can experience this great beer while we kick off the new rugby season,” Amou Majok, Nile Breweries Marketing Head said.

“As one of Uganda’s most iconic companies and the undisputed leader of the beer industry with 57.7% market share. We remain committed to brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. We are proud that 100% of our beers are made in Uganda,” she added.When asked about the ‘Hack’ she commented “In a world where attention is scarce, we needed to use a stunt that was ‘bold and strong’ to get the attention we believe this beer deserves. The campaign truly shows the power of social media and we have been blown away by how quickly it was picked up and the amount of attention it got.”

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BigEye Money

Appraisal Feedback Tool: A must for every organisation



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By Staff Writer

In almost every organization millions of employees work and get paid as per their positions. As an employee they get paid for the job done but there are many other expectations of employees associated with companies. They are such as promotion, good position, hike in pay scale and many more. To meet these expectations the companies need to watch the work style and other attributes of the employees as per which they are rated and offered with perks and other benefits. This whole process is a part of appraisal and before going for the same one need to know what appraisal is and how the appraisal feedback works. 

Every company follows a different model as far as the employee relations are concerned. The same is the methodology for the appraisal system as well as feedback. In many organizations the feedback plays a vital role to rate a person which may be peer to peer or senior to junior feedback system. HR department also uses various models and tools for appraisal feedback as per the size of the organization and number of employees.  

Appraisal is the evaluation process through which employee’s performance is measured according to the work done by them. This tool provides the overall report of individual employee working for the organization. This tool provides the feedback on the basis of the employee behaviour, time consumption to complete a task, time taken to accept the challenge etc. This tool saves a lot of time of the HRs as well as of the managers and now they can give a good amount of time to the organization as well for themselves too.

Need for this Tool?

The need for appraisal feedback tool is becoming a day to day basic need for every organization. This tool is used by the organizations so that there could not be any bias decisions taken by the manager’s as well as by the HRs, because in many organizations they used to have relations with some of the employees in depth because of which the other employees faces problems during their appraisal time.

The second big advantage of this tool is that it could provide the feedback about the learning behaviour of an employee on the basis of the training provided for duration of time period. In simple way we can understand that it let the organization know the overall development of an employee and according to the employee development what would be the future of the organization with its employee’s.

Importance of Appraisal in Industries

360 degree performance appraisal is important for both the employee’s and organization, as during the appraisal period the organization could know that either the employees who are working for them are going good or not, are they making profit for the organization and will the organization get growth in future by keeping them in the organization. The second benefit for organization is that it learns about the overall development of the employee according to the training provided to the employee’s.

Appraisal is more important for the employee’s than the organization because they are doing their job and giving more and more efforts to get the name for the promotion in their department. It is not possible for an employee to be at the same designation for all its life mostly recommended for the candidates who are new to the corporate world. If the employee is getting its appraisal at the right time then he/she gets energized again to do their work with full motivation and dedication and this could be the benefit for the organization to grow consistently.

Advantages of Appraisal Tool

  • No bias Decisions during Appraisal: with the use of this tool in most of the organization the transparency is maintained in the process in the process of the appraisal. No employee gets the benefit of having relatives in an organization because of which every employee is evaluated on the basis of their performance.
  • Bridges up the Training Gaps: After collecting the feedback of each and every employee from their colleagues the collected data is now goes under the analyses process and in this process the feedbacks are compared to each other and after completion of this process a final report of every employee is generated and on the basis of this report the appraisal of the employee’s is done.
  • Employees could know about their own lacking points by going through the report generated and they could improve their performance for their appraisal in future.
  • Employers could also know about the overall development of the employees working for them, and could hire new candidates over the old ones.

Disadvantages of Appraisal Tool

There are other disadvantages of this tool like many the employees would not accept the feedback report provided by this tool as they work in a team and no one want to see him/her go downwards and takes its positive side towards negative. So below are few disadvantages about the Appraisal tool.

  • Conflicts on positive feedback: In almost every industry there are managers who are not satisfied with the positive feedback provided by this tool because managers have their own conflicts with some of the employees and they do not wants the employee to get the appraisal.
  • Conflicts on suggestions: Sometimes the feedback generated by the appraisal tool makes many of the employees take the negative thoughts for the mangers as well as for the organization which could be frustrating for the employee but some of the employees does not takes this suggestion in the positive way and improve their performance in future to get the better appraisal. 
  • Wrong intentions: There are many employees who talk the positive about you and roam around you to get at the safe side but the ugly truth is that at your back they are trying to downgrade you because they do not wants you to see above you at any cost, so they provides the negative feedback of each other and the wrong feedback report is generated for the employees and their appraisal holds back. 

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Local Business

MTN Foundation donates Advanced Blood Storage Refrigerator to Arua Regional Blood Bank



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By Our Reporter

MTN Uganda Foundation has officially handed over a blood storage equipment to the Arua Regional Blood Bank under the Uganda Blood Transfusion Services (UBTS). This is in a bid to address the issue of blood shortage born from inadequate blood storage facilities.

The Arua Regional Blood Bank serves 3.38 million people including 815,000 from South Sudan living in the 9 districts of West Nile. However, the facility is faced with a challenge of blood storage.

To alleviate this challenge, a state-of-the-art blood refrigerator was handed over to Hon. Dr. Joyce Moriku, the State Minister for Primary Health Care in a ceremony held today at the regional blood bank in Arua district.

Even when the blood is collected, proper storage of the blood remains a challenge in many facilities. Statistics from World Health Organisation (WHO) indicate that Uganda has an annual demand of about 340,000 units of blood but falls short by over 100,000 units. Last year, only 240,000 units were collected against the country’s target of 340,000 units.

As a result, MTN Uganda committed to step in, investing UGX 347 million shillings to procure equipment that includes; an automated plasma extractor and three refrigerators. This year, the Uganda Blood Bank is aiming to collect 300,000 units of blood.

While the automated plasma extractor is stationed at the Nakasero Blood Bank, the blood storage refrigerators have been delivered to each of the three respective regional blood banks.

Arua is the third regional blood bank to receive its equipment after Mbarara and Mbale Regional blood banks which received their refrigerator early this month.

While handing over the equipment, Mr. Bryan Mbasa, the Acting Senior Manager, MTN Foundation reiterated that MTN Uganda is committed to supporting the Government of Uganda’s goal of meeting the Global Sustainable Development Goal No. 3 which aims at ensuring healthy lives and promoting well-being for all, at all ages.

“We are proud of this partnership with the Uganda Blood Transfusion Services and Ministry of Health in ensuring that Ugandans have access to enough blood and blood components across the country,” Mr. Mbasa said.

While receiving the equipment, Hon. Moriku, who was also the guest of honor thanked the MTN Foundation for working together with the government for the good of the people of Uganda.

“Thank you MTN Foundation Uganda for this equipment. It will address the blood shortage issues that arise from lack of adequate storage of donated blood to save lives,” Hon. Moriku said, “The MTN Foundation has shown its passion for maternal health. By supporting safe blood storage, more mothers will be saved since more blood will be available, thanks to this initiative.”

Dr. Isaac Atiku, the Arua Regional Blood Bank In-charge noted that the additional refrigerator from MTN will enable them store more blood than before.

“Out of the 2000 units of blood collected every month, we were only able to store 1400 units, therefore, with this state of the art blood refrigerator, we shall be able to store an extra 720 units of blood,” said Atiku.

Dr. Grace Otekat, the principle Technologist in charge of all the regional blood bank laboratories in the country noted that by supporting the facility with an additional blood bank, the MTN Foundation has saved them daily trips to Kuluva hospital every day to store and collect blood.

“Blood is a very delicate substance which without proper storage, becomes poisonous to the body. So because of our limited storage capacity, we used to store some of our blood at Kuluva hospital, a private facility about 9kms outside Arua Town. A number of times, the blood got destroyed due to these movements,” Otekat said.


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