Posts in Social Media
We've got a Q: Quality or Quantity?

When it comes to social media, we often seem to idealize those accounts with 10's of thousands of likes or followers. We strive to get as many likes as possible in order to compete and feel important. We think it is only in mass numbers that our pages will hold any sort of authority or drive any kind of significant sales.

However, recent studies have shown that you don't need thousands of fans to make an impact. Despite what you may think, your general fans are not the ones sharing, commenting on and liking your content. It's your SUPER fans that are doing that. They are the ones that are championing your brand, spreading your content and purchasing from you. These are the ones you want to appeal to and these are the only ones who are reading your messages. I know that sounds a little harsh, but let me explain.

According to it's own estimates, the average Facebook user could see up to 1,500 messages per day. However, they are only shown about 300 messages per day based on what they most likely would care about. This means that just because someone "likes" your business page, doesn't mean they're going to see your status updates. Unless they show interest in your information (by clicking, liking and sharing) chances are they aren't going to see your post anyway.

Instead of focusing your time on getting more likes or followers, shift that intention to crafting quality content geared towards the ones you do have. It may sounds obvious, but too often businesses attempt to appeal to a wide audience. Instead of garnering any sales, you're now marketing to a lukewarm audience that may-or-may-not be even seeing it. Take some time to create content geared towards those Super Fans who not only care, but will champion your brand. In this case, the old adage really is true, "Quality over Quantity".

How Facebook Reactions Are Helping Your Business Page

Yes, I know I did a Facebook blog last week. But unless you've been living under a rock, at this point you should have noticed the new Facebook Reaction emojis and I think those are important to talk about. Just in case you actually have been living under a rock (or too busy binge watching all 9 seasons of "The Office"), Facebook now offers the ability to "react", in a variety of ways, to posts including laughter, shock and even anger.

To me, these new Facebook emojis offer a chance for your fans to interact in a more meaningful way. As many page owners know, just getting people to see your posts can be a challenge. New rules around serving organic content have severely limited a business' reach on Facebook, and have left many marketers struggling to figure out how to connect with their customers.  When you are finally able to get in front of a consumer, the questions then becomes how to get them to interact with your post. Encouraging commenting and sharing is even harder, as many consumers won't take that extra step. You want to know what they think about your post, they're just not telling you.

Thankfully with the implementation of the new Facebook Reactions, you can finally get some insight into how your audience is reacting to your posts. Now with one touch they can tell you whether they "Like" your post, "Love" it or even if it makes them "Sad" or "Angry". Eliciting emotions from your consumers helps them connect even more with your brand and shows you how they are feeling about the content you are posting. As a marketer (and as a business owner, you are a marketer) the more information you can have on your target market (even if that information is they love cat videos) the better.

Facebook Instant Articles: To Do or Not To Do?

Beginning April 12th Facebook will be opening up Instant Articles to anybody with a website and a Facebook page. The question becomes, if you're not publishing a massive amount of content daily like the Washington Post or the NY Times, how should a small business utilize Facebook Instant Articles (if you should at all).

We've all been scrolling through our news feed on our phones when we've come across a piece of content that peaks our interest. After clicking on the link you're taken to a white screen while you wait for the content to load. Depending on a publisher's individual hosting platform, this wait time can become a huge barrier. With dwindling attention spans, audiences aren't willing to wait for content to load and will often click off. For brands that rely on their content to make sales or that make money from advertising, this can be a big problem.

Utilizing the same technology their app does to create fast load times for photos and videos, Facebook has created a new tool for publishers called Instant Articles. Allowing the content creator to publish directly on the Facebook platform allows articles to load instantly, dramatically increasing the chances of a mobile reader clicking through to the content.

On top of that, audio, video and pictures are integrated seamlessly into the article. Video is set to autoplay in either newsfeeds or within the actual content. Pictures, which before you had to pinch and zoom to view can easily be shown close up simply by tilting your phone left or right. Audio captions can be created, so the narrator can actually explain to their audience what is going on in an image. All of these combined streamline the process of consuming content to create tiers of information for the reader. 

All pages are completely customizable with fonts and colors and also included is the ability to add advertising directly within the articles This can be done through your own advertising outlets or through Facebook directly. Still a little confused? Check out this pretty cool video on the features of Instant Articles.

So the question now becomes, how does a small business utilize something like this? To me, if you're not publishing content on a daily basis this tool is a little less valuable, however, worth checking out. No matter what you're business is, we've talked about the importance of content to drive traffic and increase SEO on your own website. If you can make it easier for your customers to get your content, why wouldn't you? You may not benefit from the ads and the video integration like a blog can, but adding just one more step to your publishing routine can help your customer's experience when interacting with your brand. 

The great part about this is Instant Articles are published directly from an RSS feed pulled from your current content management system. This means that on top of being able to utilize the fast loading technology of Facebook, content is still published directly on your own website, giving you all the juicy SEO benefits of all those keywords.

You can Click Here to read more about the how-to nitty gritty of Facebook Instant Articles as well as sign up to become a Facebook publisher when the platform opens up to everyone on April 12th.


Changes are a-comin'
 
 

When it comes to Facebook, if you're a small business owner, you've probably noticed some changes in the past few months. Lately, it seems like it's been getting harder and harder to get anyone to see what you've posted. Looking at that little number underneath a post, it can be quite frustrating to see it equal to only a small percentage of those who actually like your page.

Well, things are about to get even harder in the world of social media. In a recent article, Facebook announced that beginning in mid-January, they are stepping up their efforts to block promotional posts from showing up in news feeds. For small businesses frustrated with the lack of organic reach, these changes seem to be rubbing salt in an already aggravated wound.

This leaves many owners and marketers scratching their heads, trying to figure out how to get their message out to the massives. While you are not going to get the reach you expected, Facebook can still be a useful outlet if utilized correctly.

To begin with, set your expectations for Facebook. No longer can you sell products, or drive significant traffic, by using your posts without paying to boost them. It's time to look at the site as a place to educate your customers and store information that potential consumers can view while researching you. Stay away from the advertising and focus instead on interesting facts, cool articles or fun pictures that will entertain viewers. Begin to utilize Facebook as more of a resource for customers looking for more information, as opposed to an advertising outlet (unless you're willing to pay, that is). 

When you do want to promote a sale or particular product, spending a couple extra dollars to promote the post can make all the difference in the world.

Learn more about the upcoming Facebook changes and how you can prepare for them here.

How do I do this social media advertising thing?
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Many social media platforms contain some sort of advertising outlet for businesses (Except for Ello.. Yes, we get it, you’re ad free… Now send us an invite!) But it’s hard to know not only what to do, but if you’re doing it right. If you’re spending money on any advertising, and want to get your money’s worth, make sure you have your intentions (and your expectations) in check before dropping that first dollar. Outside of the traditional advice, like including a call-to-action or making sure your spelling and grammar are correct, check out Hub Digital’s top tips for getting the most out of your social media advertising.

 

1. Facebook - The king of social media is now looking to capitalize on that title. With the recent changes Facebook has brought down, business pages are no longer getting the reach they once had. Before you take the leap into that “promoted post” make sure you know your intentions backwards and forwards. With it’s super targeting potential and ability to change formats based on an established goal, Facebook ads are all about pinpointing the perfect audience. Also, take some time to craft the perfect headline. First impressions only happen once, and if your headline doesn’t grab someone scrolling through their newsfeed at rapid speed, you’ve lost them forever.

2. Twitter - With Twitter a picture is quite literally worth a thousand words. With it’s 140 character limit, it may be hard to get certain messages across. Pictures, however, show up right up in the newsfeed and are easy to retweet, share and favorite among followers. Creating a cool graphic can help grab attention and stand out among a feed of text updates.

3. Google+ - While I have a certain co-worker who is still adamant Google+ will take off, don’t let the lack of users discourage you from utilizing it to leverage your Google AdWords (or other advertising) campaigns. Google favors it’s own properties, and pushing users to their site will do nothing but help your efforts in getting that coveted first page organic ranking.

4. Pinterest - A newcomer to the social media game, Pinterest has completely taken off. With over 70 million users sending over 2 million pins to other users daily, it’s no wonder advertisers are clamoring for ways to advertise to the masses. Although advertising hasn’t been released yet, for those businesses with a super visual product or service, this may be a game changer. Check back here for updates on how to best use promoted pins once details are released.

5. Instagram - Ahh, those illusive 16-24 year olds. With young teens and adults making up the bulk of the Instagram demographic, this is perfect outlet for businesses with a younger, decidedly more filtered, clientele (we’re talking to you Ugg and Starbucks). Another outlet that has yet to release details on their advertising, you know we’ll be back with information on how you can get in front of this up and coming demographic.