When it comes to content marketing, many Facebook page admins are still figuring out what works. Speaking at Silicon Beach Fest on Thursday in Santa Monica, Calif., panelists from Demand Media, Experian (which manages a Facebook Preferred Marketing Developer in Alchemy Social) and Outbrain discussed how brands think about developing and marketing content, as well as how Facebook can play a role.
Even if you’re not in the business of writing blog posts and coming up with ad campaigns for your brand, there were some Facebook-relevant takeaways from the session for any level of Facebook page manager.
1) Define your goal clearly
One of the pitfalls that panelists identified was broadening your approach so much that there was no measurable benefit. Julie Campistron, the Executive Vice President of Studio and Content Solutions for Demand Media, said it best:
With social, there are many ways to measure. If you want referrals back to your site (the approach) is very different if you want comments and very different if you want shares. If you want all (three), you’re going to fail. Usually, if you want to drive traffic to your site from social channel, it’s going to have to be a teaser. Shareability and commenting are different in how Facebook’s algorithm functions. That’s something that you might want to prioritize.
More and more marketers claim to be Facebook experts, but a survey of roughly 2,000 marketers by Beta21 shows that there’s still a bit of an information gap.
Most marketers surveyed were unclear as to the access allowed to moderators and the answers were split when asked what they would do for damage control if an employee accidentally posted something to the company Facebook page that revealed sensitive data.
While the survey is largely online marketing in general, it does show how some Facebook page managers approach different situations.
Look below to see how well you know Facebook marketing.
Contests can be great for Facebook pages, but they can also really hurt. When brands use the like button as the barrier of entry and give away something unrelated to their business, like an iPad, they only receive fans who don’t care about the company, are only interested in the prize, and will likely un-like the page soon after.
A recent study by 140 Proof and IPG Media Lab shows that 61 percent of people surveyed have un-liked or un-followed a brand on a social channel. The main reasons, according to Matt Rosenberg, Senior Vice President of Marketing at 140 Proof? The brand’s posts aren’t relevant to the user, especially after a contest for a random prize.
So how can brands on Facebook run contests and promotions but keep their fans engaged? Rosenberg told Inside Facebook that it requires some creative thinking and the ability to create a relationship with fans not based on a prize.
Pepe Jeans London is one of the world’s largest fashion brands. With over 300 stores on 5 continents, it is also one of the most global. And no one region dominates their global presence, rare even in the internationally-driven fashion world. Add to that the fact that the brand’s target audience is young and socially savvy, and it is clear that social media channels are one of the brands best opportunities to reach and engage their worldwide audience and help the brand succeed overall.
Until recently, however, the brand faced challenges in terms of their social media strategy, and the management of their Facebook presence worldwide. Early in 2013, Pepe Jeans already had a significant social presence, with over a million fans spread all over the globe.
As their Facebook presence continued to grow, the company realized that it could be doing more to reach and engage their social community. Publishing to a single, central Facebook page was generating decent engagement, but it left out a large swath of their users. Their hundreds of thousands of fans each in India, Mexico, France, and other countries were being partly neglected, as not all of them understood the English-language content. Even when it was understood, it was less likely to generate shares and comments from users who spoke less English.
Facebook’s play to get small businesses onto the platform appears to be working. The company announced today that there are 30 million active small business pages.
Additionally, 19 million small business page owners on Facebook manage their page via mobile, Facebook announced at its Facebook Fit event in New York.
Facebook has been aggressively trying to get small businesses to not only set up a page, but advertise. Inside Facebook talked last year with Dan Levy, Facebook’s Director of Small Business, about the company’s plan to make the site more attractive for local businesses. It was then that Levy said Facebook had roughly 16 million small business pages.
It’s becoming clear that brands looking to get their way into more fans’ and users’ News Feeds, there are two main options — advertising and getting a friend to share a message. Referral marketing is one way to get that important share.
Facebook announced recently that explicit shares from a third party app now hold more weight in its News Feed algorithm. But how can you get a Facebook user to willingly share your content with their friends? Offering some kind of reward or incentive works, according to Extole Vice President of Marketing Chris Duskin. He said that Extole’s clients have seen a lot of success with referral marketing, motivating fans and customers to share content and have the message spread across Facebook.
For Extole customers in Q1, 33 percent of acquisitions happened within an hour of a friend receiving a referral message from an existing customer. While referral marketing may be a little easier to do via email, Duskin talked with Inside Facebook about ways that brands can use this technique to get back into the News Feed.
Facebook organic reach is dying.
If you’re trying to build a business on Facebook, you can accept that paid media is part of a smart marketing plan, diversify your social media presence and accept the organic reach Facebook does provide … or look at the below graphic from ShortStack.
ShortStack, a social marketing firm, compiled a list of steps, tips and hints to help marketers accept the decline of Facebook organic reach and still manage a successful presence on the social network.
Look below to find out some solutions.
Facebook has 1.15 billion users. Each of these users spends an average of 8.3 hours a month on the site. You don’t have to be a genius at math to work out that this social media giant is a force to be reckoned with.
It’s no wonder that wherever you look, people are telling you to hop on board the Facebook bandwagon. It makes sense to try and connect with this phenomenal audience.
Facebook can be an extremely powerful tool for small businesses. When approached with care, it can grow your business in ways you never thought possible – if, and only if, it’s done properly.
Before you go charging into the world of Facebook with all your barrels blazing, there are a few things that you need to consider. Pay attention, plan carefully, and you’ll soon be ready to get a piece of the Facebook action.
Socialbakers, a Facebook Preferred Marketing Developer, released its Socially Devoted report for Q1 2014, finding that Facebook is the leader when it comes to customer care.
The report found that brands use Facebook over Twitter as the platform of choice to respond to customer questions. Globally, brands use Facebook respond to more customer questions compared to Twitter, with 65 percent of questions being answered directly. In comparison, Twitter has more than 10 million user posts that go unanswered by brands each quarter.
Facebook’s News Feed algorithm has been the bane of many a marketer’s existence for months, but Copenhagen-based Komfo released a study last week with tips on how to make the changes work for Pages.
The bottom line of the study is that businesses must create Facebook relevant and engaging content, and move away from the idea that a large fan base will make a brand exceptional. This might seem like a no-brainer, but Komfo says its more important to have a smaller fan base that truly loves a brand and wants to engage with it.
Hans Tosti, Komfo’s Customer Development Specialist, said in a blog post:
Brands should focus on having smaller fan bases, create some local pages and actually ensure that the users who like their page really love the brand and want to engage with it. Fan engagement is a crucial factor on Facebook, and as long as you prove to Facebook that your fans really are willing to engage with you, no matter the size of your fanbase, the algorithms will automatically ensure that your brand shines through in the newsfeed.