Social Media

Switching Gears with Facebook’s Algorithm Updates

You might have heard about recent Facebook changes. If you haven’t, they were pretty significant; especially for us marketers. Some may say it’s a branding mystery and others might be down right frustrated. The good news? With a few strategy detours and some positive thinking, your businesses will not be on death row.

Concerns about advertising and posting on your company pages skyrocketed following Facebook master Mark Zuckerberg’s big announcement. Would it affect your follower base or worse….would you lose potential customers?

Here’s a snippet of Mark Z’s announcement:

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Originally, the main purpose was for the people. Family, friends and friends of friends to stay in touch and really get that personal feel. According to research done by the Facebook leaders, that started disappearing slowly, but surely. We can’t blame them for wanting to stay true to their mission!

With respect to Mark Z and his team, marketing efforts are NOT going away. They just need some revamping. So, what do you need to do? Two words: customized and personalized. I’m going to break down some things you can do to combat the algorithm updates and ensure you’re getting the most out of your time and money on social media.

Live and in action!

Ever since Facebook started its live feature, video content has been on the fast track. Incorporating this into your overall digital marketing campaign will no doubt help boost your engagement. Go live from an event or tradeshow! If you’re in real estate, do a quick live video of the property to attract potential buyers! Small business owners have so many opportunities to use this component. Have a sale going on? Offer a “sneak peek.”

Do not hard sell!

I can’t stress this enough. This has always been the case, but now it’s on steroids. Facebook wants discussion and for audiences to jumpstart conversations. You don’t want to push your products. Think of yourself and your business as a resource rather than a robot with extra buttons to drive sales. If people are interested, trust the process that they will make it through the funnel. Sharing rich content is what will garner results and get people to click the “Like” and “Follow” button.

Don’t be afraid to share a variety of content.

Text, link, link, text. It’s okay to use this type of post, but not every single time. Don’t shy away from images only. It’s okay if your post doesn’t have a link. More importantly, it’s okay to have a little fun on social media. Create graphics and use hashtags. Hashtags are a way to expand the reach.

Just because your industry isn’t a theme park or skateboard shop doesn’t mean you can’t be creative! Are you in commercial real estate? Post some recently funded deals for followers to see what you’ve been up to.

Quotes are great too! If you’ve recently worked with somebody on closing a deal or you’ve just attended a speaking engagement together, ask them for a short quote to use. This is not only good for business, but it always puts in the good word that you’re trustworthy to work with.

The good ol’ quality over quantity.

Don’t get mad if you still only have a handful of followers. This is actually better than having a million followers who don’t care. You want an audience that enjoys your content, visits your website and shares your posts. You don’t want some Joe Schmo liking everything and anything on your Page just because he stumbled upon it.

The same goes for WHAT you post. Posting just to post is not the ideal way. Posting with intention and purpose is!

To learn more about best digital marketing practices, visit our blog section.

Social Media Updates Not to be Ignored in 2018

Social Media is constantly changing – that is no secret to the digital marketing world. As 2018 ramps up, three well known networks have made some pretty drastic updates over the past year and we cannot ignore them.

Twitter DOUBLED its character limit.

Facebook updated its algorithm and some would say it caused headaches for marketers.

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The update prioritizes content for users within their bubble; essentially eliminating public and/or outside content from personal feeds.The update is pushing marketers to switch up their strategies. The benefit here is quality over quantity. Yes the update makes it more difficult for users to find your Page’s content, but once they do you’ll know they’re there for a reason.

LinkedIn now allows hashtags and video! Many users are incorporating this into their profiles and Pages. If you are a small business owner, this can be extremely useful to reach your customers. For example, if you are launching a new line, or have a new product, you can showcase it here first as a “thank you for following us” post.

It’s important to keep up with the trends whether you manage your own social media accounts and Pages, or you hire an agency to do so. Branding is key. Engagement is key. Visibility and voice is key.

Ask yourself this question: Have I ever Googled something and went to a social media profile/Page first? If you answered “Yes,” you’re not alone.

New business owners should think realistically and be aware of this. Most people will not find your website – especially because they don’t know you exist yet! Without social media profiles/Pages, it’s highly unlikely you’ll be discovered.

Where to start.

Craft your profiles/Pages to align with your overall goal and brand. Keep in mind that not every social network is the same and should be treated differently. See below for the breakdown.

Twitter follows the K.I.S.S. method (keep it simple stupid.)

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According to Business Insider, there is a total of 1.3 billion Twitter accounts, but only 328 million are active. Take advantage of this and be one of the active accounts.

Why is a business Twitter account necessary?

It’s part of the foundation of the entire branding experience. It’s also a good way for visitors to gain a sense of trust. The first step is visibility as previously mentioned. Check!

Make sure you have the following:

  • Profile photo
  • Header photo
  • Handle
  • Bio
  • Location
  • Website

Facebook Business Pages allow for more in depth information. Make sure you have the following filled in:

  • Profile photo
  • Cover photo
  • “Our Story”
  • Create a CTA (call to action) button
  • Address
  • Phone number
  • Email
  • Website
  • Category
  • Description (About)
  • Products you offer

With the recent algorithm update by our good ol’ friend Mark Z, it’s important to remember to post your best content. Prior to the update, it was much easier for users to visit your Page, find your Page, view public content, etc. Now, it’s a more close-knit vibe.

According to Zuckerberg, “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”

Here’s how to combat the concern and break through.

  • Switch it up!
    • Not every post needs a link. For example, #BizTipTuesday with a sentence from a blog to share with followers is a good way to engage with an audience.
  • Ask questions, include numbers
    • Content that might spark conversation (comments, shares, likes) is more likely to perform better
  • It’s OK to ask people to follow your Page – this might even remind them to use the feature “See First.” When users visit a Page they follow, they have the option to push their favorite ones to the top of their newsfeed!

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The Business Social Network has really been feeling the fire the past year. From cover image sizes to adding a video component, LinkedIn has made some of the most noticeable changes.

According to LinkedIn, there are 19 million Company Pages on the network.

Speaking solely for Company Pages, here’s what to include for your business:

  • Logo
  • Cover image
  • About Us
  • Specialties
  • Website URL
  • Company size
  • Year founded
  • Industry
  • Company Type
  • Location

The benefits of having a LinkedIn Company Page include:

  • Showcasing the company, not just employees
    • It gives you a higher chance to pop up on Google searches

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  • You can ask your employees to list it under their experience
    • Acts as company ambassadors
  • Promote news about your company
  • Share resources and updates that get attention from followers
  • Share services offered
  • Gives users an extra outlet if they have yet to reach your website

Twitter, Facebook, and LinkedIn along with other social media will continue to make changes. As technology evolves, users must follow suit in order to get the most out of the tools.

As marketers and business owners, we can’t keep doing the same things over and over and over again expecting better results. Isn’t that the sign of insanity?!

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If you have any questions about your company profiles/Pages, feel free to reach out to us!

Please share this blog to help out fellow business owners!

managing linkedin

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LinkedIn has a proven ROI.

If you listened in on our webinar, “Social Media 101,” we briefly mentioned that about 80 percent of B2B leads from social media come straight from LinkedIn. That’s according to LinkedIn researchers themselves.

Why?

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Hence the title of this post – “4 Reasons Social Media is More than a Promotional Tool.”

Social media is critical when it comes to brand awareness, but more importantly it needs to be included in the core business strategy. Let me ask you this – have you ever gone online and read reviews, looked up a company’s LinkedIn, Facebook or Twitter BEFORE making a purchase or inquiring? If you answered yes, that is exactly why your company needs social media.

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Why? Mainly because the buying process has changed over the years. No, not just for millennials, but for everybody. Ever go on Google and search for reviews of something before making a decision?

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