What makes Facebook worthwhile? How can businesses ramp up their marketing to increase fan engagement? We ask these questions and deliver a few counterpoints in today’s blog on social media fails, fantasies, and misconceptions.
1. Fan Numbers Don’t Necessitate Exposure
This is a common source of frustration for most businesses. Let’s take Facebook as an example. Branded FB pages are common for almost every company. On these pages, admins will be able to see how many people “saw this post,” track likes, and investigate other analytics to give them a better idea of who is interacting with the page.
Say your company page has a respectable 200 likes. This may include friends and family, clients, business partners, and others who liked your page after seeing a shared or promoted post. After posting and waiting a few hours, however, you may see that only 20 or 30 people saw the post. How does this match up, exactly, when 170 fans didn’t see it?
There are several reasons. To start with, newsfeeds are tailored to user preferences. They can click “hide post” if a branded page isn’t engaging or choking their newsfeeds, or after a time, the brand will phase out of their newsreels. The same thing happens to friends Facebook users do not frequently interact with.
Is this fair, you may ask? No, but it’s a hard truth every marketer needs to come to terms with. If anything, growing FB pages need to constantly interact with their followers to make each one count. Even with a 1,000 fans and low interaction, your posts may only reach 10-11 newsfeeds. The more likes and shares a post gets, the more likely it is to show up on inactive fan newsfeeds.
Tweets, on the other hand, have an equal chance to be seen by all followers based on how frequently they scroll through fresh newsfeeds.
2. Social Media Brands Need To Be Personal, Sometimes
Another challenge for startups and smaller businesses is finding the right voice to use on social media. A one-man corner store is expected to market from the first person or at least utilize personal insights, though marketers in larger companies might experience marketing identity crisis.
The trick is launching content (i.e., posts, tweets, blogs) through a generalized persona. Brands aren’t robots, however, and having a personal touch here or there will hopefully convince fans that your company cares and wants to reach out to more fans.
It’s a fine line, one that most companies undoubtedly draw after trial and error.
3. Over-Posting Is Typically Dangerous
When starting off or revitalizing inactive social media channels, a lot of businesses go into frenzy mode and compensate by over-posting. This includes liking everything fans like, sharing dozens of articles and posts, and publishing content at an alarming rate. What happens? The business will likely pick up a few (or a lot) of new likes but won’t see increased engagement.
Businesses want comments, likes, shares, and activity. However, the overwhelming percentage of Facebook, Twitter, Google+, and LinkedIn users get really tired of a particular brand clogging their newsfeeds and blocking out posts from friends. Don’t be that company.
Have a min/max amount of posts per day and stick to it. Can’t find anything to say? Don’t say it. Most posts disappear after about three hours anyway, so it’s important to stay live on newsfeeds. I’d recommend pushing Twitter more so than Facebook and other platforms.
4. Branded Content Is Boring
Most content published by companies is boring. This includes the daily promotion, the “like our statuses!” posts, and fun facts about a company. Don’t be boring.
Pictures are a great way to put substance to a post and make it stand out on busy newsfeeds. An intriguing image paired with a cool fact, an emotional truth about existence, or some tidbit of industry insight can go a long way. Fans and followers understand that pages have the right to post promotional content every once in a while, but overdoing it is dangerous.
Chic Marketing by Grammar Chic, Inc. is always on the lookout for what companies do wrong on social media. We work to find answers. Have any advice, questions, or interest in revamping your content and social marketing? Visit our site or talk directly by dialing 803-831-7444.
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