Facebook Is, Like, a Big Deal

June 15, 2014 § Leave a comment

5133070639_e19172367b_mWelcome to the new Clearing Customs, with a new look, a new logo, and a new Facebook page!

I heard Facebook is getting kind of popular, so I thought it was about time this blog got on board. (Actually, I’ve been posting to Facebook on my personal site for some time, but now I’ve created facebook.com/clearingcustoms and will switch over completely soon.)

Your likes are appreciated.

8 Keys for Reaching the Facebook Masses

Facebook. It’s a big deal not just in the US, it’s a big deal all over the world . . . except in the four countries that, according to Mother Jones, currently are at least trying to block it: China, Iran, North Korea, and Vietnam.

The Guardian reports that at the end of 2013, there were 1.23 billion people in the world using Facebook, with 556 million of them getting it on the go, using smartphones and tablets to access the site every day.

Reaching all those people, and getting them to respond, doesn’t have to be hit or miss. According to a new study released by TrackMaven, there are 8 keys to Facebook success (and maybe they’ll help my blogging out, too):

1. Thursday is the most popular day for posting on Facebook, but posts on Sunday get the most interactions. (check)

2. 88% of posts include photos, and they garner 37% more interactions than posts without.

5133070639_e19172367b_m 5133070639_e19172367b_m 5133070639_e19172367b_m 5133070639_e19172367b_m 5133070639_e19172367b_m (check, check, check, check, check)

3. 67.3% of entries are written at or below the 5th grade level, with the highest percentage (17.5) composed at a level comprehensible by an average first grader. Facebook is easy. Facebook is fun. Facebook is easy and fun. (got it)

4. About 94% of posts have 49 or fewer words, but posts with 80 or more words average twice as much engagement as those that are shorter. (already there)

5. Share is the most effective call-to-action word for garnering interactions, compared to pleaselike, and now. I thought I would share this with you, so please share it with others. Share and share alike, I always say. (done)

6. 84% of posts have no hashtags, but those that do get more audience engagement. #Seven #hashtags #is #the #most #effective. (#saynomore)

7. Likewise, for maximum interactions, seven exclamation points—That’s right!! Seven!!!—is the best number! (great!)

8. And, now, are you ready for the last one? Are you sure? OK, here it is: The best amount of question marks is—are you really ready?—nine. Can you believe it? Do you agree? Yes? No? Maybe? (could it be any easier?)

Hey, now that I know the secrets of Facebook, maybe I should take a look at that Twitter-thing.


(Dana Liebelson, “MAP: Here Are the Countries That Block Facebook, Twitter, and YouTube,” Mother Jones, March 28, 2014; Jemima Kiss, “Facebook’s 10th Birthday: From College Dorm to 1.23 Billion Users,” The Guardian, February 3, 2014; The Marketing Maven’s Guide to Facebook, TrackMaven, 2014)

[photo: “Like,” by Adam Fagen, used under a Creative Commons license; illustration: “Facebook Like Button,” by Patrick Nouhailler, used under a Creative Commons license]

An Interview with Jessica Stahl of Voice of America

December 21, 2012 § 2 Comments

307933_693320373262_563685602_nI first “met” Jessica Stahl after I wrote about a post from The Student Union, a blog she edits for Voice of America. A native of Long Island, she now lives in Washington, D.C., where she works across the street from the Capitol building.

I’ve enjoyed reading Jessica’s blog and then chatting with her through email. I’m interested in the work she does at VOA (see the end of this post for more info about her employer), so I asked if I could interview her. She graciously agreed.

When I asked Jessica what she does at VOA, she told me she is “a producer for social media and special digital projects.” That led me to my first question:

What does “a producer for social media and special digital projects” do?

So, my actual title is “Audience Engagement Analyst,” which is one of those phrases that makes less sense the more you think about it. I call myself a social and digital media producer because that’s much more accurate to what I do. Basically, I manage VOA’s social media presences in English and advise our reporters and programs on how to use social media in their own work, and then I also put together projects and coverage that has a social media or user-generated component to it. Sometimes that’s an article that’s based on something that’s happening on social media (like when the Israelis and Palestinians were basically live tweeting the Gaza conflict a few weeks ago), and sometimes that’s a big project around an event like the presidential inauguration (which is what I’m working on at the moment).

You also edit The Student Union. How did you get started with that?

The Student Union came about a bit by accident. When I started in this job, I was looking around our website and familiarizing myself with what we had going on, looking for areas for improvement. One that jumped out at me immediately was our coverage of international-student issues. We would do these profiles of international students, which were fairly formulaic, and I immediately thought how much more interesting it would be to have international students telling their own stories. It was one of those things where I pitched the idea and was essentially told, “Great, go do it.” So I did. At the time I didn’t know anything about international-student issues, so that first year was a pretty big learning curve!

But I really love working on it. I love editing, and I like writing/reporting without the deadline pressure of breaking news, and I find working with the students so incredible. Their stories are fascinating, and they are so talented, and I love being in a position to help them mold that (not that they always need my input). If I’m honest, it makes me feel important and useful in a way that my regular job doesn’t always!

How did your life before VOA get you ready for what you do now?

That’s a tough one, because I fell into this a bit by accident. My degrees are both in international relations and economics—I did journalism as a hobby in college and grad school but never seriously considered pursuing it as a career. But I ended up at this job at VOA and I absolutely love what I do. I didn’t really have a lot of knowledge about social media when I started, but I’ve learned as I went and now I’d say (humbly, I hope) that I’m very good at my job.

I do think that the training I got in college as a print journalist has been absolutely vital though—that’s where I had the principles of journalism and of good writing drilled into me.

And my interest in/knowledge of international relations comes in handy pretty much every day, since I’m constantly dealing with world news and expected to have a really solid grasp on everything happening around the world.

Back to The Student Union: You have a great mix of students contributing to the blog. How did you meet them?

I find the writers in a whole bunch of different ways—a lot of it is actually dumb luck from students stumbling across the blog and then asking how they can get involved. That’s how I got matched up with two of my best writers: Anna Malinovskaya, from Russia, and Sarah Bosha, from Zimbabwe. I also do a lot of outreach towards the end of the summer with EducationUSA advisors around the world and with international student advisors at US universities, and they’ve been really helpful in spreading the word among their students and helping connect me with people who might be interested. And then, of course, I put it out there on our social media channels as well.

There is actually an application process, so I get to shape the group to make sure it’s pretty diverse in terms of country of origin, location in the US, major, and level of education. But most of that stuff sort of works itself out naturally, and the biggest things I look for are whether the student has ideas and is comfortable sharing things about their own life.

Can you give us examples of posts that give us a taste of how interesting/insightful The Student Union can be?

I’m personally interested in questions of identity and how that’s challenged in cross-cultural situations, and we’ve had some amazing posts on that topic, including from an African girl who had to confront her bias against gay people, “Just when I Learn the Answers, They Change the Questions: A Zimbabwean’s Journey“; from a Chinese girl who tried out several American personas, “What Does It Mean to ‘Be American’ as a Chinese Student“; and from an Afghan guy about the burden of showing American classmates that Afghans are normal people, “‘Who Are You?’ What It Means to Be an Afghan among Americans.”

But we also discuss quirks of American culture, like in this post about classroom discipline (by Anna), “Two Russians Discussing American Education,” or this one about the meaning of the phrase, “How are you?” “The ‘Wrong’ Way to Answer ‘How Are You?’” as well as more informational things like admissions procedures/requirements.

No matter what the topic is, it’s always from a first-person perspective, which I think is what makes it interesting. We’re not just telling people do this or do that (I have a serious pet peeve about “advice” articles that are so vague they can’t possibly be actionable or have no context to help you apply the advice to your own life); we’re sharing what we’ve done and what we learned from it, which someone can just read as a compelling story or can use as an input to make their own decisions.

The international students you work with, did they know about Voice of America before they met you? Did they listen to it in their home countries? What ideas/opinions did they have about VOA?

Depends. Some did, some didn’t. This year, I think, most didn’t. So I think for the most part they don’t really have a pre-existing opinion about VOA. During winter break a bunch will be traveling through D.C., and I’m really psyched to have them over to VOA and show them around so they can get a better sense of what they’re part of.

That sounds like a great time, for them and for you. I’d enjoy seeing DC through their eyes (I hope they get to blog about it). I’d also like to see DC through the eyes of an “insider.” So one last question: If I were to bring some international students to visit DC, after going to all the standard must-see sights—and VOA, of course—what would be a place off the beaten path that you think we should experience? What is a place that you’ve discovered because you’ve made D.C. your home?

One of our bloggers who spent a semester in D.C. did a nice insider’s look at some of the things she discovered, so you can check that out: “A Shifting Identity in Photos: Jihve’s Story.” For me, one of the things I love about D.C. is just the feeling of gravitas you get walking past the US Capitol and the White House. I still always get chills going past the White House. So I recommend walking the National Mall and seeing those sights, both during the day and at night when they’re all lit up. There’s an amazing spot on the steps of the Jefferson Memorial where you can look across the Tidal Basin and see the Capitol on your right, the White House through the trees straight ahead and the Lincoln Memorial on your left, and it’s just gorgeous.The other thing that people probably don’t know about D.C. is how many different neighborhoods we have. It’s not just downtown that’s interesting. I love to walk (probably obvious from my previous suggestion), so I’ve really enjoyed just wandering through the neighborhoods and absorbing their different characters. I recommend Capitol Hill, particularly Eastern Market (which is a giant open-air food/crafts market), U Street (for something that is more authentic to DC’s homegrown culture), and Georgetown.


Voice of America began broadcasting in 1942 and in the 70 years since has grown to reach a television and radio (including shortwave) audience of 141 million each week, in 43 languages. Begun “as a response to the need of peoples in closed and war-torn societies for reliable news,” VOA is under the direction of the Broadcasting Board of Governors, an independent agency of the US government. The BBG’s mission is “to inform, engage and connect people around the world in support of freedom and democracy.”

(“VOA Fast Facts,” Voice of America)

Global Stats and Stuff: Technology and the Internet

July 24, 2012 § Leave a comment

  • “In October 2011, 1.2 billion users around the world visited social networking sites, accounting for 82 percent of the world’s [internet] population. Nearly 1 in every 5 minutes spent online around the world is now spent on social networking sites, making Social Networking the most popular content category in engagement worldwide.”

(“Carmela Aquino, “It’s a Social World: A Global Look at Social Networking,”  comScore Voices, January 6, 2012)

  • Any two people in the world on Facebook are separated by an average of 4.74 “hops,” meaning that for “even the most distant Facebook user in the Siberian tundra or the Peruvian rainforest, a friend of your friend probably knows a friend of their friend.”

(Lars Bakstrom, “Anatomy of Facebook, November 21, 2011)

  • 60 Second Marketer contributing writer Nicole Hall took a deep look at the claim that the world has more mobile phones than toothbrushes. Her conclusion is “that there are almost certainly more mobile phone subscriptions than there are toothbrushes on the planet. And, if you make some additional assumptions based on our research, in all likelihood, more people own a mobile phone on the planet than own a toothbrush.”

(Nicole Hall, “Are There REALLY More Mobile Phones Than Toothbrushes?60 Second Marketer)

  • Globally, “22% of online shoppers made their first online purchases within the past year.”
  • Chinese online consumers lead the world with an average of 8.4 purchase online each month. This compares with 5.2 purchases in the US and 4.3 in the UK.

(“Global Multi-Channel Consumer Survey 2011,” PwC)

[photo: “Internet & Tacos,” by lecates, used under a Creative Commons license]

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