Change Happens! How to Stay In 

 

Your Audience’s Feed on Facebook

 

facebook change is comingFacebook is shaking up the social media marketing world AGAIN! Yes, now we will need to put on our creative hats and figure out how to stay in our audience’s feed and not get “shut OUT” of their feeds. With Reach and Engagement already languishing, this was a real blow! How will you manage your marketing now, and create the Reach and Engagement that keeps your business thriving online?

Recently, I did a post on Linkedin asking them what they used Facebook for. They had these options: A) friends and family, B) Entertainment, C) Education, D) Shopping or Bargains. Only one option was mentioned, for family and friends, and the other options they most often offered were – “I don’t use Facebook”. They already gave up on it because of some missing element for them. I do recognize that these were Linkedin users, so they have a different perspective on how social media should work for THEIR needs – and obviously, Facebook didn’t get it done.

Facebook will be soon limiting posts from your audience’s feed if your post is – too business oriented, has no interactions, offering only fluff, or click bait driven. They want to bring back the focus on “friends and family”. Let me ask – do you get MORE conversations on your personal profile or on your page? I will confidently say on your profile. Why is that? Because you are engaged with someone you are interested in, or because they offer you something you want! That offering could be a great article that will help you grow your business or yourself, a recipe and how to create great food, news about your family member, and something that makes you FEEL good!

How much of this will change?

Not much, actually! Facebook will STILL promote the same kind of things that you are seeing that attracts you to reading the posts! Again, they were –

  • Articles that inspire conversations
  • Posts that help you enjoy life more – recipes, how tos
  • Family news
  • Inspiration

I.e. what you must do is to – Entertain, Educate or Inspire! This is nothing new from what I (Social Focus by CG) have been coaching my clients to be doing!

Here is a quick list of things you can be doing. Facebook hasn’t made their changes with the algorithm yet, but you are seeing the drop in reach and engagement for those that are NOT doing what is mentioned above. This list might be just the ticket to staying in your audience’s feed. Time will tell.

Put These Steps To Work:

  1.  PLAN – create a content calendar. Have it make connected sense for the needs of your customer. Invite them to “stay tuned” for the next post. Also, see #4 below.
  2.  NO CHEATING – don’t BUY fans. Contests are fun, and easy but often attract those more interested in the prize rather than the topics covered by the Page. Not your customer, in other words. Any activity similar to this won’t work for you. Don’t do it. It is a waste of money – go for relationships instead of NUMBERS.
  3. CHECK OUT YOUR COMPETITORS – find a competitor who is nailing it! Are they doing something that might FIT you? Customize it to you and see!
  4. CUSTOMIZE YOUR POSTS TO EACH PLATFORM – not every platform works for you or your business. Fit the genre to the platform. Each one may serve different kinds of your customers, so speak to each type. Read – Pick the Social Media Platform That Brings You Results.
  5. HAVE A CURATION TOOL – collect articles of interest to your customer. How? With a tool that will Change Happens! How to stay in your audience's feed on facebook.help you locate those types of articles. But remember – will these bring INTERACTION to your posts? The Publishing sources today are going to suffer big time because many don’t! My shared articles I have placed in my page aren’t getting any active engagement. Some will have click thru in order to read but that is it. Facebook will demote articles of no interaction.

 

Here are some great tools to help you stay in your audience’s feed —

a. Feedly

Change Happens! How to Stay In Your Audience’s Feed on FacebookThis app keeps the collection up to date with the latest blogs on topics of interest. A great organizing tool – articles are easy to find.

 

 

 

 

 b. Websites of consistent good content and healthy following. Add them to FEEDLY, see it above.

 c. Pinterest –

Change Happens! How to Stay In Your Audience’s Feed on Facebook

Build boards with favorite topics or blog/article authors, see how they are received and read by your Pinterest audience.

 

 

 

 

 

 

d. Scoop.it

  Change Happens! How to Stay In Your Audience’s Feed on Facebook

 

 

 

e. Pocket –

Change Happens! How to Stay In Your Audience’s Feed on FacebookAnother app that helps you to collect great content for later use. Much like Evernote, see below.

 

 

 

f. FlipBoard

This platform finds articles that you’ve tagged as your interest and brings the articles together. Kind of like your own personal magazine, online.

 

 

g. Twitter – yes this is an awesome tool when searching with (#) hashtags!

h.  Answerthepublic.com

Change Happens! How to Stay In Your Audience’s Feed on FacebookGreat for blog ideas and content finds!

 

 

 

 

i. Use Evernote

Change Happens! How to Stay In Your Audience’s Feed on FacebookTo clip and KEEP interesting content to use later for building great content and re-sharing content.

 

 

 

 

 

 

 

6. POST FORMATS – Test out different posting formats! Facebook is still loving VIDEO, but again, not the fluff videos of useless animals or just let it show up to be seen stuff. LIVE Video is TOPS on its list to content engagement still. Other formats to include – graphic visual pics that attract the eye – inspirational, for instance; more video – how to, travel tips, cooking tips; questions that encourage folks to respond. This area is really going to be tested to see what works. So stay tuned!

7. FACEBOOK COVERS – change out and test out the cover images to your page. This gets placed into people’s feeds readily, so make the best use of it to brand you, or announce an event, or just to shine!

Just know that there isn’t an EASY BUTTON  to make all of this just happen overnight. It will take work and listening to the experts for the best strategies. Facebook still has a plan – keep us on their platform and help us to share in each other’s lives. We can do that with – great content, great interactions with fans, family and friends, use their ad platform, incorporate other Facebook tools like Messenger and Instagram, and be real with one another!

Social Focus by CG is in touch with the national experts (Sandi Krakowski, Kim Garst, Social Media Examiner, Amy Portfield, just to name a few) – some by name even!! I receive regular training and updates on the social media trends. I am, also, a teacher at heart. I love to teach businesses how to stay in their audience feed and help them to have the mindset that ATTRACTS new customers, both online and off.

I offer workshops, online training, and in person training in social media marketing. I am also available to be your social media manager – helping you to integrate your total marketing to work together for YOU!

If you are seeking someone who would come to your office or do an online training for you personally, set up an intro meeting with me via

YES! Let’s Talk!  (click here for schedule)

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Pick the Social Media Platform

 

That Brings You Results!

…Thus Closer To Your Ideal Customer!

Don’t be upset by the results you did not get from the work you did not do. Social media marketing works the same way!

Many companies, large AND small, believe that social media is an easy and FREE system to market on! But this only happens after they have been on the social media platform doing it, working it, and making the relationships! Results are not guaranteed! It takes know-how and consistency with the added efforts to cultivate relationships!

The Questions You Need to Ask

Jumping into any social media platform and throwing posts out everywhere may be hurting you more the helping! Write down some of the questions you think you need answered before making that social media platform choice. Maybe that answer will be here. Take a moment RIGHT NOW, write them down. Then continue below.

Why Do I Need To Be On Social Media As A Business?

This one question you MUST know and believe in the answer or answers! If you are just getting into doing social media for your business because you think you “should” because everyone else is, then you might need help in committing to this. Here are some excellent reasons:

  • It will drive traffic to your website, which is where YOU can make the value of your product or service clear to your customer.
  • It allows feedback from your potential customer, where otherwise you would have to WAIT for them to come into your store and you listen to them one on one. One is easier than the other, yes?
  • Helps your business “show UP” in Google or internet searches! Very valuable for people to find you!
  • Let’s your business look modern, up to date and basically open for business!
  • Helps you to learn more about your customer/audience for marketing research

Does this mean you need to be on all of the popular social media platforms? No, because not each platform is going to fit your business or be MADE to fit. If not done right, it COULD hurt rather than help you.

What ARE the Popular Social Media Platform Choices?

 

Let’s make a quick list to look at what is currently trending for businesses. 

  • Facebook
  • Instagram
  • Pinterest
  • Linkedin
  • Twitter
  • Google +
  • SnapChat
  • YouTube

 

I haven’t done thorough research on which order these should be in, but that isn’t the point! The point is, you choose the platforms that YOUR ideal client or customer is participating on. You will need to compare the audiences of each and see which ones match the customers that come to you for business. Let’s consider these questions –

  • Do you serve teens or the elderly, or families with young children?
  • Do you cater to the creative types – like the arts, design, performance, or fashion?
  • Do you serve businesses to improve their business?
  • Are you a restaurant that seeks lots of folks that are interested in sports and entertainment or a quiet dinner where gourmet food and beverages are served with atmosphere?

These type of questions will lead you to know who your audience would be looking for you.

What type of audiences or interests does each social media platform tend to attract?

Facebook

Facebook is one of the MOST popular platforms out there! When a 2016 study by the Pew Research Center finding that nearly 80 percent of adults who use the internet are found on Facebook, it is a good bet to have a presence here.

You may not fit the “older” community of users (from 25 yrs to 54 yrs are the most present) you might consider having a PAGE for your company just to verify yourself as a legitimate business open at various hours and have the location noted. Basically, just a bulletin board basically, and not invest too much time making regular posts. Just beware though. A Facebook Page that isn’t tended to but looks abandoned isn’t good for you either.

Facebook main purpose isn’t to be a bulletin board for sales and discounts and special hours during the seasons, but a place where you can make relationships and build trust with your potential customers. As a business owner, you want to see results but it takes time and can’t be rushed. Yet there is one way to help it to speed the process up. Facebook ads!

Facebook Ads

This is one of the best advertising tools out there. Facebook’s accumulation of data makes it the go-to for marketing research and ads. It has an indepth report with Insights, and the ad platform behind it. The value of the ads, when done well (note: DONE WELL) will save you money in the long run over any other “AD” form you could use! It does so well, that even GOOGLE values it and brings in Facebook data for its own Google searches and ads! If you plan on doing ads – Facebook is a must!

Instagram

Instagram is second because Facebook bought Instagram and is “partnered” with it maximize the crowd that each attracts. Instagram does their postings differently. It isn’t TEXT based but imagery based and that leads itself to lots of creativity. Often Instagram posts are SHARED into people Facebook feeds because Facebook benefits from good imagery and graphics in their posts but different than Instagram it is more casual and conversational. Engagement is created differently.

The business that creates “eye-candy” for their followers on Instagram will truly be successful.  59% of the 500 million Instagram users love to scroll through every day, and find images that capture their imagination. This is where branding becomes front and center for the business.

However, there is on caveat. The recent algorithm change has made it more difficult to strategize how to get your images in front of YOUR audience. Also, since you aren’t able to put a HOT live link into the post that drives traffic to your website, it may not be the best tool for website traffic. The ONE live link is in the profile and you can change that as the need arises easily.

An offering or incentive that works well here to gain more interested followers is the use of contests. Be sure to reward the winner with your industry/company gift or discount not something that is unrelated to what you do and just something that is a HOT item – you may attract people who really are only interested in your gift or prize! Not in your business!

Pinterest

Pinterest is an interesting social media platform. Women users dominates this platform.  As a woman, it is very easy for me to get distracted and into other people’s “boards”. Ah! Clue! If you are a business focusing on food, art, home décor, fashion or a similar niche, then this is the social media platform for you! Here is a BIG PLUS, it drives the audience to your website via image links to website. If the viewer wants more clicking on the image sends them directly to the source – the website! THERE the information is available. Careful though. Don’t lose your audience by misleading them to things that they didn’t intend to find – like from a how-to image to a pitch to buy a gadget! Keep your intentions honorable!

For female-focused companies, Pinterest is the way to go because of its significant reach among women; 42% of online women are Pinterest users. 34% of users are between the ages of 18 – 29 and 28% are between 30 – 49, which creates a wide demographic of women who can be reached on this platform.

 — Which Social Media Platforms Are Right For Your Business?

Linkedin

This social media platform isn’t for every business. This is more about YOU as an individual business owner rather than about your business. You are represent in a very professional way – with a resume and events and activities that represent you, and possible articles or presentations that you may present. It gives you the chance to show yourself as the expert, much like Twitter will do for you.

When a company is hiring, this is an awesome social media platform to be found on! Companies are searching Linkedin first to source out potential candidates to come work for them. Your work and experience history is GOLD!

If you are B2B (business to business) business you will be able to research other businesses and have access to the decision makers here. Best to target them through industry, or job title, etc.. Work to build a relationship with these individuals. One of the best ways to begin is to be involved in GROUPS – which are clusters of like-minded people with interests like yours. Don’t pitch though. That will make many turn away from you and spoil all of your efforts!

Twitter

Twitter is one of the best ways for your content to go viral. Articles, status updates, industry news, are the kinds of posts that get retweeted, and if you have lots of followers, your content gets out there! The challenge is to gain the followers and not to be dependent of making lots of “relationships”. You will, however, get recognition for branding and being an expert. Connection with influencers that enjoy your content is necessary.

Grow your following with content that others will appreciate and they will naturally click the “RETWEET” button. You ask – “How do I get found?” Use hashtags – but only 1 or 2. This is your key to your audiences finding you in their searches. I have searched topics via Twitter search often and find great content to learn more about any particular topic. Twitter audience will do the same for you AND follow you to any other location via a live link too!

Google+

Google Plus has gone through a change recently and it is managed by Google My Business. This isn’t one of my favorite focuses in social media, but what I do know is that it is great for SEO – search engine optimization. Your posts are searched readily by Google by the keywords you use and Google + aids in people finding you. Be sure to use the best and often used by others keywords that lead to your articles and posts.

There are some features that are helpful too. One is CIRCLES which connect various people YOU wish to stay in connection with and follow their posts because they fit your niche or area of interest. You can have a variety of CIRCLES of different types of focus. Another is COMMUNITIES – which makes it easy for you to connect with people who have the same interests as you. COLLECTIONS allow you to follow and share around specific topics, so it’s easy to see updates related to just the things you’re into. 

SnapChat

If you want to target the younger crowd from teens to 30 yr olds, this is very popular to that group. If you serve the older generation this is NOT the social media platform. A person or group can create short videos and make them to be very temporary – 24rs. Other social media platforms have adapted the “auto-delete” feature since SnapChat’s beginning, and they are Instagram Stories, Facebook Pages, and Wickr. 

Facebook, SnapChat or Instagram Stories?

If you do Instagram Stories you can cross share those into Facebook and won’t have to do them in Facebook as well. But if you aren’t on social media platform, then you will find Stories on SnapChat. One thing SnapChat is able to do well is the fun graphic overlays to your video that shape the face into funny characters and animals! A good way to bring fun and humorous posts to your audience. I have seen this done successfully with realty agent social media platforms – Instagram and SnapChat.

YouTube

YouTube is a great place to keep your videos that you create for your business stored! The search engine in YouTube revels with Google! Of course! Google owns YouTube and prefers to do searches from their own apps! Create a Business YouTube channel or page and place valuable video content there and optimize the text area with targeted keywords for the purpose of the video and your business.

 

There are lots of uses for a great video library that is easily accessed and shared to other social media platforms. Make sure that you have the right to share your video (music or graphic art). Copyrights are serious matters in social media. More and more websites are becoming available that house free to use music content, but be sure you are in the clear – read the fine print!

Something to keep in mind. When you create a video, directly place it into Facebook and directly into YouTube. Facebook will give MORE promotion to your Facebook post than if you shared it from YouTube TO Facebook. Each social media platform would “own” the video and not share the ownership this way and Facebook has preference for that in MOST cases. However, YouTube loves its content to be shared and Facebook users often do, but this kind of content is not promoted nearly as well by Facebook algorithms.

Learn to do ONE social media platform well!

One thing that I mention to my clients that are starting out with their social media – “don’t get in over your head!”  With the availability of so many platforms, it looks so easy to get on and post away! Yet, in time they will find themselves struggling to find time to do a good job and be effective.

When beginning a social media program of advertising, do ONE well! Any platform that isn’t maintained well or lays forever unattended has the appearance that the business doesn’t care and that transfers over to your client feeling like you do not care about her giving you any business! Master one social media platform – most likely Facebook as most social media users are on that platform – get to learn the art of incurring engagement and creating beautiful, educational, and entertaining posts. This will carry over to other social media platforms.

Once you have learned how to handle one social media platform add another, but still remain with those that reach YOUR TARGET audience!

Oh, do you know who they are? If not, you may want to visit

Remember, consistency, planning, time and a little bit of know-how, are your biggest tools to managing a social media marketing campaign.  

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