84% of your Facebook Fans Won’t See Your Page Posts
Facebook made a major move to increase revenue recently with Promoted Posts (not the same as a Facebook ad). If you have a Facebook Page for your business, you may have noticed that your Page stats (number of new fans, reach and frequency, etc) have been edging southward. For example, a typical Page post might have garnered a couple of hundred views on a fan base of 800 with a moderately engaged audience and above-average content several months ago. That same Page is seeing reach numbers in the double digits (i.e. 63 views).
I just completed a Facebook Page Promoted Posts test in which I updated the same post about an upcoming C3 LinkedIn Training class as a regular post and as a Promoted post. I found a major difference in organic and viral reach with the paid post (much higher!). In fact, the Promoted Post (a mere $5 outlay) brought in 851% more total views than the non-promoted post with identical content. I had zero viral reach for the non-promoted post, only organic (original) Page fans, while the Promoted post had several hundred viral viewers. (Check this out for information on the difference between organic, viral and paid reach.) Post analytics will also point out how many of the views were paid views. It’s interesting that my organic views (original fans) were much higher than the non-promoted organic views for the post, emphasizing the point that Facebook adjusted the Edgerank algorithm to allow more of my current fan base to see the post in their news feed as when the post was not promoted.
It’s really too bad that Page owners won’t be able to use Edgerank to drive frequency and reach with engaging content as they could prior to FB’s current quest to drive monetization.
I think this will have a huge effect on small businesses. Every business, regardless of size, will need to set aside part of their marketing budget to allocate to Facebook advertising or risk having only 16% of their user base see posts shared by the Page.
If this sounds like Farsi to you, then perhaps a Facebook Page Marketing consult should be in your future. We are happy to get your business/organization up to speed on the recent changes to Facebook Page Marketing. Just contact us here.
Small business owners do a worthy job in connecting with clients and potential customers through their marketing efforts, but where they can fall short is when their personal networks are neglected. Many people find it uncomfortable to keep their friends and family in the loop of what is occurring with their business. There is a sense that if you are already in my inner circle, you must certainly know what it is that my company does or what my role is. Unfortunately osmosis and transfer of information does not occur and very few people have clairvoyant capabilities.
Recently I have had several encounters with friends and professional colleagues, who while knowing what I do in general, really were rather clueless in terms of the full services that my company provides and the depth of my experience and background. I preach to clients constantly that we are living in a “World of Mouth” universe; it only makes sense that I practice what I preach by updating my personal network on my company capabilities. To do anything less, would be counter to what I believe and that is that peer recommendations from trusted sources are key influencers to purchase behavior.
In the spirit of sharing, please find the latest C3 Newsletter below. It contains an article that talks about the heart of C3 and our social media marketing services. I plan to have monthly Open House sessions on Google+ Hangouts for people to stop by and chat about burning social media and business questions. Stay tuned for more information!
Until we meet again, stay happy & healthy!
Chief Social Media Strategist and Founder of C3: Creating Connections Consulting, LLC
Procter & Gamble Sales & Marketing Veteran (15 yrs)
Xavier University, MBA
My blogs have been silent for quite some time. Not because my thoughts and words have dried up, but simply because I have been incredibly busy working the C3 business. 2011 has proven to be a banner year in the first four months, underscoring my decision to embark on piloting my own craft. One of these days I am going to write a post (or perhaps an e-Book) on my journey from corporate marketer with P&G to business owner and social media evangelist in the middle of my career, but for now I wanted to briefly (more later) share some of the great things that are happening in my social media marketing work. Hopefully you will find a kernel of an idea that you can use to market your own business or organization.
Facebook Community Management:
I am having great fun running the social media campaigns for clients. The key is to spell out what your services will be; attach a fair price that adds value over what the client could do for themselves; set benchmarks on key data points and provide monthly reports on activities and benchmarking. I like to provide screen grabs of key engagement posts so that clients can visually see the Page in action.
Facebook iFrame Customization:
While I learned FBML (Facebook Mark-up Language) and became an iFrame developer to enhance my own Facebook Page presence, I have discovered an explosion in interest from other Pages and have created a series of Customization Products for sale. They include:
Custom Extended Length Profile Pictures that integrate key marketing message or company info
Custom Welcome Tabs
Custom Tabs (anything a client dreams up from Reveal Tabs, Reservations, Services, Event Promotion, Specials, etc.)
Facebook engagement & content strategies that are industry specific
Facebook Page Marketing training
Having an impactful static marketing space on Facebook (especially when the landing tab is set to one of these colorful Tab Pages) truly does the job of making your business or organization stand out and be noticed. It shows that you are operating in a professional mode.
Facebook Marketing Ideas:
Operating multiple Facebook Pages gives me a chance to connect with many different communities and to test various theories about engagement. Fans of Pages want to connect with the Page in a dynamic and human way with an exchange of relevant information and back-and- forth conversation. Pages that broadcast only are turn offs.
A winning Page will have Fans that are so smitten with the Brand that they will post relevant content. When the Page can integrate that content in an even bigger way, by recognizing the Fan, then the exchange is elevated to a higher level. Here is an example:
One of my clients is a long-standing restaurant in Cincinnati that is much-loved. They have an annual Cinco de Mayo Party that includes live radio station broadcast, specials, giveaways and general party time hoopla. I created a marketing program to help build anticipation of the event on their Facebook Page. I started a countdown with custom photos marking the number of days left and posted them daily on the Wall. Fans began asking questions about the event. One fan inquired whether the restaurant would have Cinco t-shirts available again. She shared that her husband had received one at the very first ELC Cinco party years before and she would love to send a new one to his current location: Iraq.
After we chatted on the Page, she shared the story with her husband that night via Skype and it turned out that he happened to be wearing the original lime green ELC Cinco shirt- she quickly snapped a screen grab and posted the Skype image onto the ELC wall. That generated a lot of conversation and her husband took it a step further the next day by posing on a military aircraft in Iraq wearing the shirt. He sent her the picture, she posted it and I turned it into a custom profile pic heralding him as the ELC ultimate Cinco Fan.
I was so touched by the number of people who commented on this, including their son who stated in a comment:
“That’s my Dad!!”
This is a simple example of how real people can interact and engage with a Brand- but only if they have the ability to be true listeners in the cloud and are able to mesh the mission/vision and brand essence with the human qualities of communicating in a warm and real way.
I am happy to assist your marketing efforts, just give me a call at 513-445-2180. Have a question that others could benefit from hearing the answer? I have a Custom Tab: Social Media Q&A with a comment box for folks who have a burning question.
There is something comfortingly constant about the rate of change we are experiencing in the digital world, in that our expectation bar has been raised to make change just a given state of being. In reference to the Darwinian model of Survival of the Fittest, it will be those personalities who are not change-averse who will succeed, especially in the marketing/communications space and for small business owners who wear all manner of management hats.
I work with clients from the small business sector (<50 employees) often and one of their initial fears with regard to building their online brand is that they wont be able to keep up with the changes that strategic social networking sites churn out. They recognize the importance of having a digital presence and the value of engaging directly with their customer base, but feel that they don’t have the time to stay on top of the process.
If you also feel this way, here are a few tips that I share with my clients that gets them over the brick wall and into the rewarding digital landscape on the other side:
Know your customer niche and determine where they reside online vs. offline
Determine your budget: $ for staffing/outplacement or value of your own time to manage
Investigate the powerful 3rd party application management tools that will allow you to organize and streamline your content, lead generation and engagement work- saving you hours of time!
Create a marketing strategy that integrates social/digital media tools that are strategically the right fit for your business/industry
Create a content and engagement plan for each tool
Set goals, objectives and measures for each prong of your marketing plan
Be authentic in your engagement-let your personality shine through
Never over-promote your product/services- be generous in featuring others (friends, followers, info, area events- whatever makes sense for your business)
Become intimate with your analytics and make changes as necessary. Data doesn’t lie!
This is the world we live in and small businesses that want to be in existence in 2012 need to put a plan into place in 2011 that will address these 10 points.
The next big evolutionary wave is Mobile marketing. It’s here; is gathering steam and soon will be the #1 way that people engage with brands and services. If you don’t have a digital presence, you just don’t exist……