I’m talking, of course, about the Facebook algorithm– the most mysterious part of Facebook’s all-powerful platform.
(A cool explanation of Social Media Marketing via local ice cream shops:))
I’m sure you’ve heard the buzz. Social Media may be the next big thing. What’s it all about? Let’s take a visit to Scoopville, a town that’s famous for ice cream. For over 20 years, Big Ice Cream Company has been making high quality ice cream with a big factory in town.
A few years back, the company did focus groups and found out that they could maximize profits by offering three flavors: Chocolate, Vanilla and Strawberry.
The residents of the town were content. They never thought it could be different. Then something happened in Scoopville – A new invention came to town. Suddenly, everyone could make their own ice cream for only a few dollars.
This changed everything. The Smiths decided to make pineapple ice cream. The Jones’ made ice cream with pecans. Soon, every kind of ice cream imaginable was being made by Scoopville’s residents at very little cost. Of course, some ice cream was more popular than others and that was okay.
Sylvia’s pickle ice cream had a very small but loyal following. That was fine. She only needed enough income to buy ingredients for her next batch. Jarret’s red velvet ice cream became so famous, he created his own store. Over time, people started to think differently about ice cream. It didn’t always come from a factory. It also came from friends and neighbors. It became something to share, something to bring people together, something to celebrate. Big Ice Cream company still made the best vanilla around, and to their surprise, demand even grew.
But it was the unique, original and authentic flavors made by the residents, that brought people to Scoopville. When they arrived, however, there seemed to be a problem. There were too many flavors. Visitors felt overwhelmed. They needed ways to find the new, the popular, the flavors that were interesting to them. Franklin had an idea for his ice cream. Outside his house, he erected a board and invited his customers to share their thoughts on his ice cream. They could use words to describe it, stars to rate it, and leave messages for others. People loved it. At a glance, visitors could tell what his ice cream was all about, and learn from people like them. Over time, each resident had their own board. Sylvia’s board showed that her pickle ice cream didn’t please everyone, but was very unique and interesting. Jarret’s board overflowed with positive reviews and ratings. Soon, a few things became clear.
First, their ice cream got better because they could learn directly from customers. Second, free customer reviews were more valuable than costly advertising. And third, the boards created a way for customers to find exactly what they wanted.
The combination of new technology and new ways to work with customers helped the residents feel like a unique community. So, this is social ice cream – by the people, for the people. It turns out that ice cream and social media have a lot in common.
Today, everyone has a chance to make their own flavors, thanks to free tools like blogs, podcasts, and video sharing. Plus, we now have new ways for real people to play a role in providing feedback, organization and promotion. Whether you’re a big established company, an individual with loyal fans, or simply someone with ideas and opinions, social media means new ways to create and communicate with people who care.
New tools are arriving in cities and towns around the world. When this change comes to your neighborhood, the choice is yours. What flavors will you make?.
As found on Youtube
As the owner of a busy company, social media can become just one more thing you have to fit in.
This is why many business owners decide to hire someone to manage their social media for them. This person is usually responsible for all aspects of social media — and sometimes content marketing. Their tasks and responsibilities may include:
– Coming up with new content to share on social media
– Regularly creating new blog posts
– Managing the company’s online community
– Answering questions/responding to comments
– Monitoring relevant conversations on social media
– Often, the social media manager will also be responsible for higher-level tasks like defining goals and tracking KPIs, coming up with a social media strategy, managing the company’s online reputation, etc
As you can see, we tend to expect a lot from our social media managers!
Not surprisingly then, it isn’t cheap to hire a dedicated, experienced social media manager. According to PayScale.com, the average annual salary for a social media manager is around $47,000 … and this doesn’t include benefits and bonuses!
To work around this, some business owners decide to hire an internet-savvy teen to manage their accounts. They know how social media works?
Sometimes it’s a nephew who’s great with computers, or a local high school student who’s a whiz with social media. In any case, they tend to have one thing in common: they’re CHEAP!
As in all areas of life, we often get what we pay for.
This is especially true with social media!
This article shares why hiring a teenager to manage your social media is a big no-no!
Social media experience doesn’t equal business or marketing experience…
While many teens are great at knowing the ins and outs of various social media platforms, this doesn’t make them business or marketing experts.
Using social media for business purposes is FAR different than using it as an individual user!
An experienced social media manager will know how to:
– Use social media to meet specific business goals
– Use the business-related functions of different platforms (analytics, social ads, etc.).
– Monitor the ROI of social media campaigns.
– Optimize accounts/posts for SEO.
– These are skills that just don’t develop without lots of business experience and training!
Consistency is key with social media management.
Fully understanding how a brand works and what it stands for can take a long time. For this reason, anyone you hire to run your social media should be willing to commit for the long term.
What happens when your teenage social media manager graduates high school? Or wants to take the summer off to hang out with friends?
Training someone to represent your brand online is a big investment of time and money. Hire someone who’s willing to commit to the job for at least a few years, or you could be back to square one sooner than you ‘d like!
A social media manager must be able to handle social media crises like a pro.
When everything’s going well, a teen may be able to competently handle basic social media tasks. If things start to go sideways, you need someone in there who knows exactly what to do, what to say, and how to react.
Take this well-known social media snafu as an example: A Red Cross employee accidentally posted a personal tweet from to the organization’s official Twitter account. It read:.
“Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch beer … when we drink we do it right #gettngslizzerd.”
Red Cross didn’t miss a beat.
One has to wonder if an inexperienced teen could have come up with such a direct, clever and humorous response!
Your social media manager needs to be on top of industry and platform changes.
Social media management isn’t just about posting random updates on Facebook or Twitter. What you post and how you post it can be greatly impacted by changes in your industry and in the individual platforms you use.
Is your teenage social media manager likely to monitor what’s happening in your industry? To know which ones your audience is most likely to be on?
A teenager may not have the necessary filters in place yet to manage your social media.
Your social media manager is the face and voice of your brand online. This is a HUGE responsibility!
An inexperienced teen is far more likely to behave or respond in ways that aren’t flattering to your brand.
What if a disgruntled customer makes a particularly mean or rude remark? An experienced social media manager will have faced this many times before and will know exactly how to respond to diffuse the situation. A teen, however, may be more likely to respond quickly and without the appropriate level of professionalism.
And since social media posts have a way of sticking around– even if you delete them– the impact of an unprofessional post or comment can impact your business for a very long time!
I hope this post has convinced you that hiring a teen to manage your social media just isn’t a great choice. The benefits (namely, the low cost) don’t even come close to outweighing the risks.
If you decide you need to hire some outside help but just aren’t able to pay a lot, I ‘d recommend hiring someone more experienced for even just an hour or two a week.
And the best for last:
Have you ever hired a teenager to manage your social media? How did it work out for you? Share below!
Facebook ad targeting is powerful. That, in conjunction with these simple yet effective notes from Mari Smith, will likely lead to a significant boost in your Facebook ad performance.
With that being the case, why do Facebook ads fail? That targeting potential, those intricate audience reach possibilities and insights, they’re largely not being used by brands advertising on Facebook.
Mobile app advertising agency, Consumer Acquisition, tested 100,000 Facebook ads and recommend that you don’t rely on stock imagery. Use images of regular, every day happy women or children, depending on your industry and offer,” Smith said.
Of course, this is just my research – this is not a wide-scale study. I sought to reiterate my findings by asking a Facebook marketing expert for her thoughts on the matter. That expert, Mari Smith, provided the below response.
“Ads that look and feel salesey and hypey do not perform as well as ads that are friendly, relationship oriented, and more informal. On Facebook’s Q4 2014 earnings call, Mark Zuckerberg stated that the company’s goal is to reach a point where the ads are “as relevant and timely as the content your friends share with you.”.
For every Facebook ad you’re served, each time a sponsored post shows up in your News Feed, there’s a background logic at work which determines why you’ve see it. Sometimes the explanation will be entirely logical – I’m a fan of basketball so I’ll sometimes get ‘people who are interested in basketball’ as an ad targeting option, which makes sense. Other times – in fact, in the vast majority of cases I investigated (70%), the ad targeting I’m seeing is like the above.
Not all of them were targeted like this. The ads that reached me that were of most relevance, based on my interests and activities, either came from social media companies (who you ‘d expect would have a fair idea of how to use advanced targeting):
Facebook ads can be targeted down to most minute of interests and behaviors, the most intricate audience matches can be used to reach highly relevant audiences with your paid campaigns. Lookalike audiences (which Hootsuite have used in the above example) are one way to go – they examine your existing customer e-mail lists and find similar people, based on their Facebook details – that’s one way to ensure you’re reaching more relevant audiences. On top of that, profiling your own Facebook community, researching the communities of your competitors, examining the commonalities and correlations that exist between your customers – this can lead to more targeted, and more effective, Facebook ads because you’re reaching people based on what they’re interested in, not on vague outlines of who they are.
Because Facebook is arguably the most advanced advertising platform ever created. Over time, Facebook’s been able to construct intricate profiles of who we are, what we like, what we do – pretty much everything about us can be gleaned from our Facebook activities. With that level of possible insight into each one of its 1.55 billion users worldwide, surely Facebook ads, when used well, can reach the right audiences.
If this advertiser were to see poor results from Facebook ads, I wouldn’t be surprised – and as noted, the vast majority of ads I see use this type of vague audience targeting, targeting. Maybe, though that’s also fairly presumptuous – all I can say, for sure, is that the majority the ads being served to me and the various other profiles I had access to over the last few months are not using any advanced targeting – they’re all broad, vague, and no doubt significantly less effective as a result.
” Another reason for Facebook ad failure is the ad and landing page are incongruent. If the web page doesn’t connect with the ad in terms of visuals, ad copy, offer and simplicity, the user will quickly click off.”.
For reference, ‘People aged 25 to 44 in Australia’ is a total potential audience of 6.4 million – so it’s a very broad range, something Facebook does try to warn you about in the ad process.
“Facebook ads don’t work”. “Facebook’s stealing our reach and forcing us to pay for ads”, “Facebook paid ads don’t deliver great results”. And while I don’t doubt that some are seeing poor ad results through Facebook, in general, my internal response to this is criticism is “you’re probably not doing it right”.
That’s three paragraphs of absolutely golden advice from one of the best in the business – if you want to improve the results of your Facebook ad efforts, this serves as a perfect blueprint from which to work from.
” I agree with you on the poor ad targeting. I ‘d like to add further thoughts about visuals and landing pages,” Smith said.
These ads tended to be more in tune with my interests and actions – some of those through the Ad Exchange partners, in particular, were highly targeted. The takeaway from this is brands need to learn about Facebook ad targeting.
5 NEW Social Media Features That You Need To Know About | By: Alex Kubicek
As part of our ongoing effort to provide you with the best coverage of the latest social media news and insights, we feel it’s important to cover all of these updates and tests – but sometimes they’re not worthy of a their own individual post.
There’s always something new in the social media space. Every day there’s a new announcement, a new feature – some of them are major and some less significant. Then again, the impact of each change is relative– what may be small to the general user may be huge to someone else.
To keep you up to date on these smaller changes and features, here’s a rundown of five upcoming or “in test mode” features that are currently being trialed by some of the major platforms – starting with Facebook, which is trying out a couple of new options.
1. Job listings on Pages
Facebook is testing out a new job listing option for some Pages. As highlighted by Matt Navarra, some Pages will now see a new ‘Jobs’ tab in the ‘Manage Tab’ section of your Page.
Such an option has been available previously through integration with third party providers, but this appears to be the first time Facebook has provided a native tool for this purpose.
The shift to more data-driven recruitment insights is likely to be very lucrative for LinkedIn– if Facebook could work out a way to get into the same area, it ‘d be another option for the platform to consider, keeping more people on platform more often.
A jobs tab would be another indication that Facebook’s looking to intrude on LinkedIn’s territory. As we reported back in April, Facebook’s Data Science team have been conducting research on career-related insights that can be gleaned via Facebook’s interest graph, and with the introduction of Facebook’s professional platform ‘Workplace’, such a move makes even more sense. Increasingly, human resources decisions are going to be fuelled by machine learning systems, and Facebook could logically contend with LinkedIn on this front if they determined that their algorithms could find relevant signals within their vast amounts of user data.
2. Instagram Live
Reports from Russia have indicated that Instagram is testing out a new live-streaming option built into Instagram Stories.
Really, this is not overly surprising– back in August, as part of the launch of Instagram Stories, Instagram CEO Kevin Systrom noted that they’ve been considering their own version of Live on the back of Facebook’s bigger streaming push.
” What’s important to us is to figure out how it fits into Instagram because you don’t just want to, like, adopt a technology and say ‘great, now we have live’. We have to figure out it exactly how works inside of Instagram and how it’ll be different to all the other offerings.”
With Stories, it seems they may have worked out where that functionality might fit. Reports at this stage are fairly thin so we’ll have to wait and see how it develops.
3. Facebook testing removal of Page Like counts
It seems Facebook might just agree with me– as part of a new test, Facebook is removing the Page Like count entirely.
Back in July, I wrote a post which questioned whether Facebook Page Likes even matter anymore. The summary of my query is this: with Facebook’s algorithm reducing the organic reach of Pages, and the ability for users to unfollow without un-Liking a Page (and for Pages to buy Likes), the Page Like count is no longer an indicative measure of engagement. Really, a count of actual Page followers or engagement per post would be of more value.
A wider roll-out of this option would certainly spark interest. As noted, Page Likes don’t hold as much meaning as they used to, but they still provide an important ‘social proof’ function– you’re more likely to trust a Page with 10,000 Likes than one with 10.
It’s not 100% clear why Facebook’s conducting this trial, or how widespread it is, but they have, reportedly, confirmed that such a test is underway.
Still, Page Likes can, of course, be bought, so it’s possible that they really aren’t adding any significant value. That said, Facebook would probably need a replacement metric to help users determine a business’ legitimacy – you could just look at the activity on their most recent posts, but a follower count or some sort of engagement measurement might also do the trick.
4. Pinterest introduces ‘Pin Collective’.
Pinterest has been working to make their platform a more viable option for businesses, introducing a range of new advertising tools and features which better enable brands to showcase their products to the platform’s 150 million active users.
To help further capitalize on this, Pinterest has introduced ‘Pin Collective’, “a hand-selected group of publishers, production shops and independent creators who know the nuances of what makes content successful on Pinterest”.
Through the Pin Collective, brands can work directly with these creators in order to get advanced insights into how to make best use of the platform and create Pin content that resonates with their target audience.
There’s a lot of potential in Pins, but it can be a difficult platform to master. Pin Collective offers a new way for brands to start off on the right foot and get advice from those who know the platform best.
This hipster tattoo guy looks like he means business.
5. Scheduling Facebook Live broadcasts.
Facebook recently announced an update to the Facebook Live API that enables Page owners to schedule their Facebook Live broadcasts – including a new tool which sends out an announcement post with an option for users to get a reminder of when your broadcast is active.
To schedule a Live broadcast, Page owners need to click on ‘Publishing Tools’ at the top of their Page, then select ‘Video library’, then ‘Live’.
Scheduling will only be available to Verified Pages initially, rolling out to all Pages “in the weeks to come”. The option is not being made available to personal profiles at this time.
” You can schedule a live broadcast up to one week in advance, and people can join your lobby three minutes before your broadcast begins. Once you’ve scheduled a live video, you’ll be able to share a link to the broadcast or embed it in other places, such as websites or blogs.”.
From there, you’ll be able to enter your stream credentials (e.g. steam key, Server URL), write a description for your broadcast and add a custom image if you choose.
There’s always something new in the social media space. Every day there’s a new announcement, a new feature – some of them are major and some less significant. As we reported back in April, Facebook’s Data Science team have been conducting research on career-related insights that can be gleaned via Facebook’s interest graph, and with the introduction of Facebook’s professional platform ‘Workplace’, such a move makes even more sense. Back in July, I wrote a post which questioned whether Facebook Page Likes even matter anymore. The summary of my query is this: with Facebook’s algorithm reducing the organic reach of Pages, and the ability for users to unfollow without un-Liking a Page (and for Pages to buy Likes), the Page Like count is no longer an indicative measure of engagement.
How much am I looking at when hiring a social media management team? This is a very common question when starting to look at scaling your business in today’s technology advanced marketplace.
Social Media and Digital marketing practices take time & resources far beyond the average business owner’s understanding. And guess what…
If you’re debating whether or not you should go down the route of using Facebook ads, we’ve put together 6 benefits of advertising on Facebook below.
Hey Guys, so a great blogger and entrepreneur, Kim Garst from Boom! Social wrote a really interesting blog recently about generating FREE website traffic just by commenting a certain way using Facebook!
We hope you find this useful & we’d love to hear your comments below!
Did you know that you can get visitors to your website just by commenting on Facebook? No, really! Facebook is that powerful. Not only can you get direct traffic from Facebook fan pages, groups, walls and photo tags but you can also use the Facebook commenting system used on thousands of blogs to generate clicks to your website.
As you may or may not know, Facebook has an open comment system where blogs that are not located on Facebook or pages that are not located on Facebook can use Facebook as a concrete platform to moderate and allow comments. Think of this as Facebook’s competition to Disqus and does a pretty good job at filtering out spam.
Let’s get one thing straight:
For you to get traffic from Facebook comments, you need to use your Facebook fan page when making those comments.
It’s not going to work if you’re going to use your personal account because when people click your personal account they just go to a privacy protected page or your personal page.
So ensure you comment using your Facebook fan page account. When you create a Facebook fan page, it’s usually tied to a personal account. You can choose to use Facebook as either your personal account, or your Facebook fan page. The advantage here of course is that you can use one account to centrally control multiple fan pages. Now here’s where it gets interesting. When you navigate to a blog or a website that uses Facebook as its commenting platform, you can comment as your fan page. This is a springboard to free traffic.
How? When you post a comment and people find your comment interesting they can click your profile. When they click your profile instead of your personal page it goes to your fan page. When people get to your fan page and they’re logged in to Facebook, they can click the like button and you have an instant fan. Why does this matter? When your Facebook fan page has a lot of fans, every time you publish a new piece of content on your fan page, it will appear on the timeline of your fans.
Annoyingly, thanks to the Facebook algorithm, only a fraction of your total fans see your updates (this wasn’t always the case). This is just how Facebook works. Fortunately beneath each of your updates you can see how many people you reached with your update and can therefore get a rough idea of what percentage of your page is active and responsive. However, with regards to this commenting system what’s important is for you to get targeted visitors that are interested in your niche becoming members of your fan page. Once they’re a member of your fan page and they click your updates, there’s all sorts of techniques you can use to get them to go to your blog post and sign up for your mailing list or get some sort of more direct form of communication instead of through solely your Facebook fan page.
This can be a little time consuming so would certainly be worth using a VA for if that’s something you could consider especially if time is of the essence (as is the case for most of us). But regardless of how you go about it, you need to find NICHE specific blog that use the Facebook commenting system.
The reason it takes so long is because there’s very few ways to actually find these blogs that use the Facebook commenting system. It’s a simple case of going through blogs in your niche and scrolling down to see if they use the Facebook commenting system.
One way you can reduce the work load slightly is to couple your niche keyword in google with + “Facebook social plugin”which searches for pages that use a Facebook plugin. This will include the sidebar like box which many blogs use so it’s a fool-proof way of going about it, but it certainly trims some of the fat from your search.
That’s why in this case, it’s a great idea to push the boat out and hire someone from Odesk for example or to use an existing VA.
You need to post a lot of comments because not everybody will click your profile. This is strictly a number’s game. While some black hat marketers are using automated means to make this commenting method work, the problem with automation is that it can get you banned and is a short term approach to traffic generation via this particular technique.
Set yourself a daily target and get on with it. Once you have your list of blogs that use Facebook you can just work your way through it and then repeat and repeat and repeat and repeat…The more you comment, the more traffic you will naturally generate.
And of course remember that your comments become a part of your branding and show off how professional (or unprofessional) you truly are.
There are many ways you can benefit from using Facebook comments with your Facebook fan page:
First, you get a lot of direct traffic from people in your niche who feel you’re worthy of their ‘mouse click.’ If your comments are very intriguing and add a lot of value, people would be interested in what else you have to say. When they click on your name, they go to your Facebook fan page and they see the content that you’ve posted before.
Another way you can benefit is that you become credible to the operators of the niche-specific blogs that you’re commenting on. These bloggers will appreciate the fact that you are blogging specifically about their niche and that you have a high level of expertise regarding the niche. Another way you can benefit from Facebook comments is that you may establish enough credibility with these bloggers that you might be able to get them to publish a guest post. Alternatively, they might be able to link to you as a resource. There just so many ways you can spin this.
First and foremost, you should not spam! The stakes are quite high. When you spam and your account is linked to your Facebook fan page, not only may your Facebook fan page get closed down, but your personal account might get shut down as well. It’s extremely important that you resist the temptation of spamming.
Next, your comments must be very niche-specific. You have to be niche-specific in the blogs that you’re commenting on and your comments must also be niche-specific. Basically, become a complete geek in your niche. Don’t post random comments about the weather, or don’t talk about personal stuff. And of course, no generic one-liners.
Finally, on your Facebook fan page, make sure you share only content that is worth sharing. This means that the content is so compelling that it really pushes the reader to click the Facebook share button.
The initial work might seem a real pain in the behind but once you’ve got that list of blogs written up and ready to go, it’s a case of putting 20 or 30 minutes aside each day to make a few comments and the traffic rewards (and brand awareness benefits) can be incredible (and FREE). So go on…What are you waiting for?
You may have noticed it…
It’s located directly under the business name once you go to their Facebook Page.
This new feature helps both the user AND the business.
As we all know, social media algorithms are designed to help folks solve queries, so, it’s our job as a business to design a way to use that to our advantage…Facebook gave us a hand.
As a business, you are able to use this feature to help tag your updates and traffic campaigns within the content. This way, you are able to get organic “juice” at the same time that you are helping the general public find you faster to solve their question.
And let’s face it, some of us just have LONG names for our businesses, right?
So, Facebook, once again, found a way to benefit the user as well as the business. By typing in the “@” symbol and a company’s shortened tag (Like above), users are able to locate your brand much faster and therefore, get the answer to their query much faster.
This will also help build trust and authority with your audience.
Now, some of you are probably wondering, “How do I get one of these?”
Good question! The short answer is, “You don’t.”
Because Facebook was kind enough to add a piece of code to their platform that, get this, programs it FOR YOU! Pretty wild, right? “Finally, Facebook threw us a bone and did some thing for us that helps our business at the same time!” Yep!
Now, I know that some of you are wondering where your new tag is…
…well, like everything else with Facebook, they role it our slowly to see how it “takes” within the business community. So, if you don’t have your tag yet, you will shortly 🙂
Currently, since Facebook is awarding them to you, you are unable to change them manually, however, I suspect that after the initial roll out, and a positive feedback is given, Facebook will provide you with an area to manually alter your tag.
Here’s to Your Success!
Today’s blog post comes from Steve Cartwright. He is a great contributor to the community of Digital Marketing and we felt that this short piece would shed a light on the “Social Media Grind.”
It seems as if everyone uses social media and as a business owner it makes perfect sense to use social media marketing to get the word out about your business, products and services. However you also need to understand that social media marketing has the potential to draw you in and become a major time waster and even worse still your customers can often see you doing this. If you want to ensure that social media is not controlling you at work, follow these tips.
If you fail to plan, you are going to waste an awful lot of time on social media so don’t do anything without a plan, as this will help ensure social media marketing will work well for your business.
Plan your posts ahead of time and schedule posts in accordance with what you specifically want to promote, making sure all of your updates have a purpose. If you have a calendar with pre-written posts, you can easily schedule them to work to meet your business goal.
It’s way too easy to get suckered into yet another personality quiz or discussions about what one of your friends had for dinner, or perhaps you’ll get suckered into playing some sort of game or commenting on some cute picture or a million and one other things. It’s fine to do all of this, but do it after work is complete and you are on your own time clock.
Once you create a publication calendar that matches your promotions you can give the list of updates to someone else, your virtual assistance for example to schedule and monitor. However, don’t make that an excuse not to engage personally and share your opinion.
Even if you outsource parts of your social media marketing, be sure to personally comment and engage your followers so that they know you are a real person to trust and know you.
If you do something that works, do more of it and less of what isn’t working for you. Monitor the metrics of everything that you do so that you are positive about what is working and what is not working, simple isn’t it?
Don’t post something without a purpose. If you don’t know why you are posting it, don’t post it.
Everything you do should have a CTA. Whether it is to share, follow, or click, ensure clarity about what you want your audience members to do. If they know what you want them to do, they’re more likely to do it.
Using social media correctly to market your business is an essential marketing technique today in the world of advertising and marketing. Social media marketing can be very effective and pretty inexpensive if you are careful not to waste time and effort on messing around and doing things that have no purpose.