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.
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.)
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
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
- Phone number
- 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!
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:
- Cover image
- About Us
- Website URL
- Company size
- Year founded
- Company Type
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
- 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?!
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!