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I have to admit that the inspiration for this post came from something one of my clients reported their Facebook rep told them --- that Facebook is not a platform for driving sales. It's all about buying impressions for your brand but it's not a place where users want to engage with brand or consume their content so it shouldn't be considered as a sales driver.
My reaction was along the lines of: Wait…WHAT? Is that how they're selling ads these days? And people are actually buying them?
Shouldn't the ultimate goal of any marketing campaign be to drive the business's bottom line -- otherwise, why invest a dime? Sure, tracking direct, measureable sales from social channels is much more difficult than from other digital platforms like banner ads that drive to an e-commerce site or emails that include a unique and trackable coupon code that consumers have access to when they're in the checkout line. But if Facebook doesn't ultimately impact your business's bottom line, why are brands still investing on the platform?...
This delicate balance is handled by a machine-learning algorithm. In short, it looks for your subtle and obvious indications to know what you do and don’t like seeing in your News Feed. Like any algorithm, it gets things wrong.
Brut what do we really know about its triggers? I asked Facebook for more details about the cause and effect of my behavior in News Feed to figure out why things happen the way they do. The answers were pretty interesting — some were even “Like”-worthy.
Why do I keep seeing the same post appear at the top of my News Feed? I didn’t “Like” it the first time around, so I shouldn’t have to see it the next time I open Facebook. Why is Facebook nagging me to like something?...
A recent small business survey suggests businesses are increasing their use of social media. They are also seeing increasing return on investment. The survey also shows small businesses continue to struggle with maintaining their Facebook management. This is despite the fact that, at 1 billion members, the Facebook audience remains the largest in social media.
Below, we’ve collected 12 Facebook management tips and tools. We hope they help you make the most of of your Facebook efforts....
Is Facebook marketing dead? It's a question none of us really want to face. Here's a 3-part answer that will probably surprise you.Today I answer a question none of us are quite ready to face:Is Facebook marketing dead?The short answer? Not by a long shot.The social network is simply evolving....
Most of us have had Facebook accounts for the past few years, if not a decade. But time and bloat have turned once-beloved font of nostalgia into an onslaught of faux-sentimental sludge from strangers. So as Facebook stands poised to break itself into a bunch of different apps, we say to you: Screw it. It's time to start fresh.
What is the size of the Timeline Cover Photo? What is the recommended upload size of a link thumbnail? How do the dimensions differ for an uploaded image depending upon whether it’s on the Timeline, desktop News Feed, sidebar or mobile?
The truth is that it’s impossible to keep up with it all. That’s why I had this handy infographic created!
This is just one in a series of infographics that I’ve published lately that will help simplify Facebook marketing for you...
Model your Facebook tactics on the examples of these big brands to create lasting engagement with your fans.
Do you have big-brand Facebook page envy?
Do you, as a small business owner, want your page to be popular and engaging?
It’s easier than you think to emulate what Facebook’s major players do.
In this article, I’ll show you how some of the top brands keep their fans coming back, and how you can follow their lead to build an engaging page of your own....
In search of a better social media strategy? Listen up: these changes will change the way you share.
Social media changes so fast that we often miss the small differences on each platform we use. Every now and then I find it really useful to do a roundup of what’s been changing on the big networks lately. Here are 10 changes I found that took place in the last couple of months, which could be useful for your social media strategy....
A lot of content comes across your News Feed. Here's how to curate what you see, and maximize the news that your Facebook friends are sharing.
Mashable sat down with Greg Marra, Facebook's product manager for News Feed, to discuss how users can best curate the content that they see in News Feed. The easiest way to change what you see? Engage with content, says Marra.
"The basic interactions of News Feed are some of the most important signals that we get," he explains. "Unfortunately, those interactions aren't able to capture everything that we want to know, so we also give people additional controls to tell us things we can't figure out just from normal usage of News Feed."Here's what we learned...
The first thing you need to understand before you think of marketing on Facebook is the unique opportunities it offers and the basic difference between this and other media. Like you would never use a radio commercial for a TV ad, you cannot market on Facebook, the way you use other media for advertising.
Facebook is not a platform for ‘hard sell’People perceive Facebook as a platform when they share their stories, jokes, videos and generally relax. Therefore to appeal to this group you too have to join in their conversations rather than act like an outsider who has come to sell something aggressively...
...It is the world’s largest unfiltered focus group for brands to listen to, and it’s arguably the richest CRM database for marketers to take advantage of.
Consumers provide large amounts of data through their Facebook activities, enabling marketers to access far more information about who they are than a survey or poll might reveal. And, thanks to the high-frequency of consumer activity on Facebook, all of this wonderfully rich data is consistently kept up to date.
Best of all, the accessibility of consumer data on Facebook means that marketers can utilize it without interfering in their consumers’ lives...
... One particularly large group of contributors to the mass of content uploaded to Facebook every day are brands looking to gain new customers and make a few sales. Unfortunately, it’s this group of contributors who are arguably contributing most to Facebook fatigue. Brands are all over Facebook, even if you don’t actually like any brand pages. Advertising and suggested posts mean that you’re bound to come across a brand post at some point, while ‘like and share’ competitions mean that you’re even more likely to have your news feed polluted by branded content.
That’s not necessarily a bad thing; a lot of brands do have genuinely interesting things to say and provide some entertaining stuff that deserves to be shared. However, a lot of brands have fallen into Facebook auto-pilot, relying on a banal template of posts and images formulated by set ideas of what a brand should ‘do’ on Facebook and a desperation not to offend.
You’ve undoubtedly seen the type of content I’m talking about; ‘LIKE this post if you like dogs, SHARE it if you love dogs’ from a company selling washing machines; ‘It’s Monday, tell us who you’re favourite member of ABBA is’ from a gambling company. Its content designed to get likes and shares, regardless of relevancy to the brand posting it...
Should you use Facebook for your B2B marketing strategy? The facts tell us that it's not the best use of your resources.
Question. Should I use Facebook as a tactic for my B2B marketing campaigns?
Answer. Sgt. Joe Friday from Dragnet used to say “All we know are the facts, ma’am.” And the facts tell us that Facebook is a bad place to execute your B2B marketing strategy. Facebook is a great social media platform to the message and engage fans. However, mostly for B2C brands. Many B2B brands and their marketing managers are getting a very low ROFI – Return On Facebook Investment because they do not know all the facts!...
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How great would it be know that the post you just published had the best chance of maximizing clicks, likes, and comments.
Facebook posts especially—given the dramatic dip in reach —can feel Luke a mystery. How do you create the perfect Facebook post? Does the perfect Facebook post even exist?
I went looking for answers and came across a heap of best practices and examples of what goes into a perfect Facebook post. Check out the results below, test out the tips and strategies on your own posts, and watch your Facebook stats climb....
According to John McDermott at Digiday, Instagram is conducting a test (yes, for now it’s just a test) with Mercedes-Benz that allows them to target Facebook users who previously saw one of its Instagram ads. While this development is eye-opening in and of itself, as it gives hints into Facebook plans on returning their $1B investment, it also shows Facebook’s commitment to transforming how advertising not only can coexist with social media, but thrive and break into new levels of adoption.
What stands out the most to me is how inherent behavioral characteristics seen on both Facebook and Instagram are being aligned with their natural fit in the conversion funnel. As noted by McDermott, Instagram’s product naturally promotes behavior more conducive to the top of the funnel, where brand awareness comes into play. If Instagram is committed to preserving the user experience that allowed them to break 200 million users, it behooves them to preserve this characteristic of their product and not to “forcefully” incorporate more direct-response elements like call-to-action buttons, etc....
Are you optimizing your blog posts for social shares?
Using your blog, Pinterest and Facebook together can amplify your social media signal tenfold.
In this article I’ll show you how pin-worthy images and an enhanced Facebook update can increase your repins and blog traffic.
If you want to bump up your shares and repins, you need four things: useful content; a headline that grabs people’s attention; an attractive, pinnable image; and a cross-posting plan....
Has Facebook got you fooled? Are you chasing likes for your brand page? Paying for fans? Maybe it's time to forget Facebook!
... Facebook is pushing you to advertise. To promote your post is now just a couple of clicks. Easy but it costs. One of the motivators to use Facebook as a page is now almost zero.
Is there any point to chasing likes except for “social proof”.
Some research is showing that only 4% or less of people are seeing your page updates in their newsfeeds when you post on Facebook. Here is some research from the 4129 agency on ZDnet.com showing the decline in just 12 months from 2102 to 2013.It appears that in 2014 that organic is still in freefall. Zero is maybe not an unrealistic expectation. Is that possible? Jason Loehr, director of global media and digital marketing at Brown-Forman who owns the brands Jack Daniels and Southern Comfort thinks so.
The Ignite Social Media agency did an analysis in December 2013 and saw a 44% drop in brands organic reach in just 12 days...
As Facebook rolls out its newest version of Timeline to businesses, it wouldn’t hurt to make these changes to your page.
Facebook has provided detailed information on the new layout for desktop pages it introduced last month, but tips on how page administrators should tweak their cover images and profile pictures to accommodate the new design have been lacking. Enter Fialkov Digital.
Do you know the best time to post on Facebook? This is one of the most frequently asked questions related to Facebook marketing—and the answer is that the best time to post is when your fans are online. And the great news is that with the new Facebook Insights, it’s super simple to find out exactly when that is…Here’s how to do it…
During the past couple of months, I’ve had several people tell me of a trick they found to increase Facebook Reach using multiple images in a post. I don’t chase Reach, so I found the concept somewhat interesting, but I was skeptical.
The messages I’ve received regarding this have skyrocketed of late, so I figured it was time to pay more attention to it. So with this post I plan to do the following: - Explain “the trick” - Provide some success stories - Share my test and the results - Some explanations for the results - My recommendations...
Recently, Burger King Norway purged its Facebook fanbase. They reduced it from 38,000 fans to 8,000...on purpose. Their stated goal was to encourage fickle deal-hunters to exit their addressable fan base leaving those who really cared and preferred Burger King (over McDonalds).
For a quick service restaurant (QSR) or a fast moving consumer goods company (FMCG) this is a radical move. Brand loyalty isn’t what it used to be and many of us are happy enough to ask for Pepsi as Coke. Can a Burger King fan also be a McDonald’s fan? Chances are there is quite a bit of overlap. Still, the move to be more intentional about who is in your Facebook fanbase and your Twitter follower-base is right minded....
Coca-Cola, Red Bull and Converse are the top three brands on Facebook, combining for more than 150 million fans. It’s a staggering figure, but they really can’t afford to have any fewer, given that only one out of every 15,000 fans responds to posts — slim odds.
That is why Facebook pages, along with other obligatory social strategies, have largely been a bust for meaningful, two-way interactions between brands and consumers. They’ve just become a place where brands collect their customers to ignore them, right alongside the people who just wanted that free iPad. Facebook brand pages are not built to engage more than a tiny fraction of fans, and marketers need to understand this isn’t likely to change.
Here are five cold, hard truths about Facebook brand pages and why the 1 percent of the 1 percent will never grow...
We’re pretty keen on optimal timing for social media here at Buffer, and I figured it was high time I collected all the information we have about online communication into one place. I’ve collected research and stats on Twitter, Facebook, email and blogging to help you find the best time to communicate with others in each format.
The tricky thing I’ve come across is that since the Web is still so new, a lot of the research available to us is conflicting. We really need more time and more studies to get definitive answers about what works best, and the fact that our audience members are constantly changing their own activity patterns makes it even harder to work out for sure. Looking at the latest social media stats seems to only confirm that. So my suggestion would be to use this guide as just that--a guide to help you work out what to test for in your own audience, so that you can see what actually works best in your specific case....
While we chase the dream of having and creating an awesome Facebook page, many brands can’t make their Facebook marketing work. You might be making these mistakes or you’ve witnessed some of your favourite brands make them once or twice. Some of them are cringworthy while others can actually cost you the fans you’ve worked so hard to capture.
And while these mistakes are made by thousands around the world, the aren’t created equal. I’ve made many mistakes over the course of my career in digital marketing and social media but I’ve learned from them.Why? Because mistakes are okay if you learn from them as a result....
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If you think Facebook is simply about customer service, rather than a driver of sales, have a look at these numbers!