April 21, 2015Organizations should treat social media as they would any other electronically stored information and assume it is potentially discoverable. Und...
March 26, 2015Feeling overwhelmed by the massive amount of customer feedback data you’re collecting? You’re not alone! Many businesses are struggling to find...
February 20, 2015Symantec, the global technology security provider, needed to provide its global customer base access to social customer service. They were...
February 20, 2015An Employee Advocacy program has value beyond your company’s marketing department. The community you build will be the single most important...
Apr 17 Posted 10 months ago As a Facebook user, I want to point out some other facts for you to consider. First: just because I may only read a post (or look at it, for images) and not "interact" with it does not mean that I do not want it in my feed or that it is a "bad post". Second: Facebook actively encourages users to excessively "like" brands and people to suit the marketing profiles it supplies to its ad division. Third: because of this excess of posts, Facebook has taken on the role of "knowing-us-better-than-we-know-ourselves" and proclaiming that we didn't really want to see all of those posts from all of those pages that it flashed before us in the first place, blaming it on "spammy" or "low quality" or "meme" posts instead. Facebook steers it users towards the behaviors that it wants from them but claims it all comes from wanting to fulfill users desires all while not really giving them the experience that was promised when they joined (all the posts from the friends and brands that you like). I have only two business pages that I "liked" because I want to ensure that I see their posts. I won't be adding more because I can't be promised that I will actually get to see the posts I requested. Twitter shows everything and Pinterest makes great use of photos for brands boards. Facebook? Facebook is a marketing survey pretending that it will show users requested ads (posts) but instead shows users unrequested ads (yeah, the paid for ads). Make your own site great and make every click on a post or an ad on Facebook have a link to that site where the GREAT content is.
Apr 16 Posted 10 months ago
Thanks for sharing your experience with the post boost feature, Tom.
Apr 16 Posted 10 months ago
Thanks for commenting. Drinks are definitely in order next time our paths cross.
I think I'm in a slightly different situation than some of SM2day's readers. I don't sell anything on Facebook. I use it strictly as an education and engagement tool, because I work in a service industry. We couldn't send an email out regularly to our customers, because they'd get really annoyed (It would be like if your cable company sent you a daily round-up of what's good on TV. Most people would probably get sick of that quickly).
I'm not completely sold on the idea that lists and filters would solve the problem. Sure, power users like us would utilize them, but would the average FB user bother building lists, or using pre-populated lists? Or would they still just go to whatever shows up by default in the newsfeed.
I don't disagree that you could accomplish a lot of this by email, but I don't think frequent email communication makes sense for every single business.
Apr 11 Posted 10 months ago
Liz, nice to see you, it's been a while. Maybe we'll catch up at another conference. Anyway, my comment:
Here's my idea: Stop thinking of Facebook as even an option for marketing...because it's not. At this point, it's an advertising platform. Everything you just described in this article would be better suited to email marketing than Facebook. Creating good content for your individual audience and optimizing to their needs is the name of every game, not just Facebook. But only Facebook throttles organic reach. Quality content has less chance being seen on Facebook than anywhere else unless you buy ads of course.
And I'm definitely one of those people that would settle on "agree to disagree" because I've heard every explanation about why the algorithm is built the way it is, and all the pitches about how the newsfeed is designed for humans and it's all BS. Facebook has designed this algorithm for one purpose: control. Control = money.
If Facebook were really concerned about relevance the solution isn't a better algorithm, but better lists and filters. Make a friends newsfeed, make a page newsfeed and let people slice and dice it. Right now it takes 2 clicks to get to any list, or 3 or more on the mobile app. And there is no quick and easy way to filter any of them.
Facebook pages have every right to be upset, managers have every right to be angry, they were sold a bill of goods under false pretenses. I cannot fathom why anyone would stand up for Facebook when their goal is so clearly to drive ad revenue, not to deliver relevance.
Further, to address the "high quality content" issue: if no one sees the content in the first place, how can you know if it's high quality of just not being shown? Facebook doesn't even give the high quality content a chance to perform.
Apr 10 Posted 11 months ago
Yes, yes, yes... it's all about great content, except on Facebook. I have the proof: my content quality has been constant, my number of posts consistent, but over two days in December, I saw my reach go from over 500,000 to 10% of that. Also affected, I was getting over 2000 likes per day, 200 comments and hundreds of shares - but not anymore. At least not without paying. But here's the rub... I know nothing comes for free, so I decided to promote some posts.. pay this much and reach up to 120,000, Facebook offered. Not bad, but as the months rolled, that same amount of money was offering me a reach of 1200. Facebook is bleeding me dry. My posts don't sell stuff so my incentive to pay is low. I aggregate videos... yes, including cat videos - but all very family friendly. My page is Animal TV LLC and I believe Facebook is penalizing me because my posts drive users to an external site. All I can say is thank you Pinterest for being the new best driver of traffic to my site! Then again, maybe Facebook Execs hate cat videos!
Apr 10 Posted 11 months ago
Liz - thanks for sharing, especially the analytics behind your page.
After reading the Techcrunch article last week, I experimented with 2 paid ads on Facebook and set a budget at the minimum of $5 for each ad. My Company Facebook page has around 13,000 fans and even with daily posts, our organic Reach has dropped to around 3,000 per week.
One ad was promoted to anyone in our target market and achieved incremental Reach of 53,000. The other ad was targeted to followers of our Company Page and we nearly doubled our typical Reach with that ad.
So, it looks like "Pay to Play" pays off and the good news is that you don't have to spend a ton of money to boost the reach of your page. And I'll definitely experiment with other options in the future.
Apr 10 Posted 11 months ago
Hey Liz -
This is really helpful! I've been looking at what content is doing well on our page overall to determine what content we should be producing, but I haven't been thinking about the different audiences of our page and producing content for each of them, that's a really helpful way to look at it.
I manage a page with just 2K fans fo a local nonprofit, our content isn't super exciting generally. Can you share the process you go through to define different audiences and what content appeals to them, or how you think about making what could be otherwise dry content more exciting?
Apr 6 Posted 11 months ago
So, if a business isn't capable of producing high quality content, why is it spending time on Facebook in the first place? It's not Facebook's job to push crappy content out to users. It should be assumed that quality content is necessary for a content-based social network, I think.
So it's not "if you're not willing to pay to play," rather - if you're not willing to create great content, don't bother.
Apr 5 Posted 11 months ago
This is a nice post mentioning true points. In my opinion if the likes and follors are real, they will do much better for you than fake....Before proceding make a proper strategy and then implement that.
Apr 4 Posted 11 months ago
If you're not willing to pay to play, you probably shouldn't be spending too much time or energy on Facebook. The reality is organic reach will continue to decrease, and regardless of how much people complain this won't stop Facebook.
Unfortunately great content isn't always the answer to the problem; many smaller businesses just aren't capable of producing high quality content that people want to share, unless you're lucky enough to have someone who is social media savvy and knows how to curate and produce eye-catching shareable content.