Archive for Facebook

Facebook Personal Profiles Get an Update Some Businesses Won’t Like

Facebook for Business vs Personal Use: The Gap Is Wider than Ever

“This year is all about cleaning Facebook up. I will patch the holes in data security, fight off hate and abuse in our community, and make sure my 2 billion users experience nothing but ‘meaningful’ interactions.”dislike thumbs down 280x280 - Facebook Personal Profiles Get an Update Some Businesses Won't Like

Those are NOT Mark Zuckerberg’s words. But they might as well have been.

On January 4, he posted his “personal challenge” on his profile indicating that “Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate, defending against interference by nation states, or making sure that time spent on Facebook is time well spent.” He also mentioned that he is as driven as he was in 2009, the first year of his series of personal challenges.

Mr. Zuckerberg is a man of his word. We’re only a few months shy from 2019, but it seems like Facebook isn’t done yet. Updates have been rolled out one after another, and it seems like the line between Facebook for business and Facebook for personal use is getting thicker and thicker.

Just recently, the company has banned third party apps like Hootsuite, Buffer, and Sprout Social from scheduling and posting updates on personal Facebook profiles — bad news for Facebook users who use their own profiles for business vs using a Facebook Business Page.

In line with their goal to provide “meaningful interactions”, scheduling and posting through third party apps on a personal profile page is no longer allowed. When it comes to post visibility, a personal page has the upper hand. Your “friends” are more likely to see each update you’re posting. On the other hand, Facebook page updates have lower chances of showing up on the Newsfeed of your “likers”.

Does it spell gloom and doom for business owners who relied on their personal profiles for marketing?

Not really.

Truth be told, it’s a moderate adjustment. It means letting go of the strategy you’re used to and it means you have to work around changes to reshape your social media strategy.

Here are tips to get you started:

  1. Work with your social media manager more closely than ever. Understand the new terms of service policies and work with it, not against it.
  2. Transition to a business page and optimize it fully. It is possible to “clone” the content you have on your personal page and move it to your business page.
  3. Embrace the fact that a business page has a lot more “business-friendly” features that will help you. For example, you can boost a post for more views by simply spending $5!
  4. Build your following. Transitioning to a Facebook business page doesn’t turn all your Facebook friends to “Likers” right away. Facebook allows you to invite your friends to your page and even automatically have them become your followers. It’s a bit tricky, but it’s a good workaround.

Major content-centric algorithm updates can happen on any social media network. This social media giant is not an isolated case. It seems like every time you log onto one of the platforms, SOMETHING is different! Whenever it happens, keep your cool. Changes may shake up your social media footing but it’s no reason to panic. Reach out to us if you want help, or if you just want us to take care of it for you. We keep up with the changes so you don’t have to. Contact us now to learn more.

When to Throw in the Facebook Towel

Are you Frustrated with Facebook?

A couple of years ago, having an active Facebook business page was a “must have”. Clients came to me asking for one, stating they “knew they had to do it”, despite their lack of desire to post regularly or to nurture and engage a social audience. The general thought was that if you posted regularly on social media, you would get leads that would get you new business.

Fast forward 6 months to a year, and after spending money to have great content created and shared, there were few or no leads to report. Why is that?

The reality is that Facebook doesn’t show your stuff to anyone unless they show interest. I’m not talking about someone liking your page. Here are two scenarios for how I think it happens:

Scenario One: Someone likes your page. Facebook says “oh good, a new follower!” It shows that person a few of your posts in their newsfeed over the coming days. That follower lets the posts go by without liking, clicking, commenting, or sharing it. FB then says “oh bummer, they aren’t really interested in this page, so I’ll show them something else”. And never again does that person see what you’ve posted.

Scenario Two: Someone likes your page. Facebook says “oh good, a new follower!” It shows that person a few of your posts in their newsfeed over the coming days. This follower DOES click on your posts, likes them, shares them and comments now and then. FB says “hurray! This follower IS really interested in this page – so I’ll show them more.”

So if no one is seeing your posts as in scenario one, you can’t possibly get any new leads for business by posting on Facebook. The results: a disappointing ROI.

facebook on laptop - When to Throw in the Facebook TowelWhat do you do?

In order for you to get anything from Facebook, it is now “pay to play”. That means you will have to factor in some paid advertising budget to get your posts seen. Which is why, starting on July 1, our social media content packages now include a budget for paid Facebook ads, plus our creative team to design and run your ad campaigns.

If you’re not happy about your results and want to change your Facebook strategy, you have several options. You could:

  1. Throw in the towel and stop posting on Facebook.
  2. Continue posting to Facebook without seeing any results (maybe because you like doing it or you enjoy the posts you pay to have created – that’s all fine!)
  3. You can continue to post, but decide on a monthly paid advertising budget.

It can be frustrating when you invest in creating and posting Facebook content, whether it’s your time or your money to pay someone to do it. Try our new strategy out and see what results you get. Perhaps the ROI will have you smiling, instead of feeling frustrated.

Check out our new social media packages which now include paid FB ads!

Where to Spend Your Digital Dollars

Digital Advertising – Where to Spend Your Ad Budget

If your digital advertising budget is limited, then you want the highest ROI on every dollar you spend. It’s difficult to decide where to put those dollars, because there are so many platforms to choose from! Here are just a few:

  • Google Adwords
  • Facebook Advertising
  • Yelp Ads
  • Twitter Ads
  • LinkedIn Ads
  • Banner ads on partnership sites

How do you decide where to spend your ad dollars?

My Choice: Facebook Advertising

facebook emojis 545x280 - Where to Spend Your Digital DollarsAt this time, I believe that paid ads on Facebook are the best place to spend your advertising dollars online.

Why? Because Facebook knows everything about it’s users – over 10,000 data points on each user! They know what they like and what they don’t like. They know where they live, how old they are, if they are married or single, their education level, and more. They know all this based upon what they post, as well as, their behavior.

For example, if you like sewing and you post Pinterest links to sewing topics, like other’s posts about sewing, and share articles or information about sewing, guess what? Facebook knows you like sewing and will start showing you ads for new sewing machines, sewing classes, fabric stores and more. You, as the sewing enthusiast, are more likely to click on one of these ads, because it’s your INTEREST.

Google, although it’s still the number one search engine, is too expensive and competitive to give you the ROI that you can get from Facebook, plus it doesn’t have the same amount of user behavior data that Facebook has.

Additionally, the types and objectives of your ads on Facebook are wide and varied. Here are just some examples of what you can do with a Facebook advertising campaign:

  • Get more people to like your FB page
  • Boost your post so that more people see it
  • Get people to go to your website
  • Get people to sign up for your email list
  • Get people to your physical location based upon where they are

There are other things you can do, but these are likely the most desired objectives.

A nice data point when you’re creating your ad, is you can see how many people will see it and you can tweak your target audience accordingly by changing the demographics, behaviors, or interest settings in your ad.

Another highly powerful tactic with Facebook advertising, is the ability to target your ads to specific lists. You can upload your email list and Facebook will find those users, to whom you can now direct your ad by creating a “custom audience”. Once you’re happy that this audience is the right one, you can tell Facebook to “create a similar audience” and it will create a whole new list of similar people with similar demographics and interests. Pretty cool, right?

If you’re not sure how to get started, contact us to help you. We can help you hash out a strategy, design cool creative graphics, and set up your targeted audiences for you.