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Social Media

2018 New Facebook Algorithm

The New Facebook Algorithm 2018 And Everything You Need To Know

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The Facebook Algorithm is constantly changing, that it’s hard for users and brands to keep up. The reason for these constant changes are to provide a better user experience, Mark Zuckerberg assures. 😏

Facebook wants to make sure, that we have meaningful interactions and is, therefore, prioritizing posts from family and friends in the Newsfeed.

In their public announcement they pointed out, that Business Pages will see a decrease in engagement and even more so if Pages make posts that are not engaging.

“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”

This change in the Facebook Algorithm sparked a lot of fury amongst businesses. All the hard work people were putting in and then having to fight your way to the top. That is, of course, quite frustrating.

So let’s take a look at how the new Facebook Algorithm works.

Facebook believes that a person-to-person connection is more important than a person-to-page connection.

Think about it. How many times do you see a funny video or meme and send it to your friends via Messenger? Or even tag them in the comments?

This is a reason why such pieces of content get ranked higher in your Newsfeed. Because people interact with it.

You need to produce content that adds value and is meaningful to your audience. And meaningful can also mean funny, because it gets you to react.

Ranking Factors in the new Facebook Algorithm

Facebook will favor engaging content which drives to interaction, as I just mentioned.

So here are some factors which contribute to ranking in the Newsfeed:

  • Engagement (how many likes, how many comments)
  • Time spent on content
  • People interacting with the content (through tagging their friends or sharing over Messenger)
  • Sharing (if the post gets shared and how many times)
  • Who shares it (content is more likely to appear if friends share something)

Now some may think that a clever way to reach engagement is tag/comment baiting. Let me tell you, that this is not the way to go. It has been mentioned before, that Facebook highly frowns upon this and it may be a reason for you to get dismissed from the Newsfeed.

Here is an example of an engaging piece of content from Deliveroo, who is doing a really good job on Facebook.

Facebook Algorithm Deliveroo

The post is simple, yet funny and engaging and relevant to Deliveroo’s audience. That’s why it has been shared 87 times and liked by more than 5.1K users!

However, there are also alternatives you can focus on, if your Facebook Business Page and the new algorithm is giving you nightmares.

Here are some alternative channels you can focus on instead of the Facebook Business Pages:

  • Facebook Groups
  • Messenger Marketing
  • Instagram
  • Facebook Ads
  • Private Facebook
  • Stories: Instagram + Facebook

Facebook Groups

Facebook Groups are the new favorite for Marketers when it comes to Facebook Marketing. The reason for this is quite simple. Organic reach is still working in Facebook Groups and you have more control over it.

Since Groups function like your own community, engagement works well here and again, the control is in your hands. The great advantage of Groups are the discussions they fuel and hence make members participate in the conversation.

The conversation on Facebook Business Pages is rather more one-sided, with the opportunity for your fans to comment, however not to actively start a discussion, though.

Facebook Groups are usually around a purpose which drives the community together, so it is not limited to personal brands. “Branded Communities” is the right term for this and many brands choose to have their own group as well.

Groups are probably the best way to leverage engagement at the moment, after the updated Facebook Algorithm. However, don’t lay all your eggs in one basket.

Messenger Marketing

Another way to gain back your reach in the new Algorithm on Facebook is through the Facebook Messenger. You may have noticed an increase in Facebook Pages using this tool to reach directly out to their customers / followers.

It is like e-mail marketing, just easier to reach out. Facebook Messenger connects you directly to your customer and it is also seen in the lock-screen (unless this has been turned off). Therefore you get almost 100% visibility through this marketing channel.

You can use this in a variety of ways. Like E-Mail marketing, you can capture leads through the Facebook Messenger and deliver, for example, your lead magnet to them through this channel.

Or, you can also set up a bot, that answers to comments or questions via the messenger app and sends information to your fans.

This is still a very new tool for marketing, but some brands are already using it very effectively.

Take a look at this article by CMO of how 5 brands are using Facebook Messenger for Engagement.

Instagram

Also belongs to Facebook, in theory, but the channel still functions differently and can be greatly used to your advantage. In many ways, it functions completely differently from Facebook, since it is a very purely visual platform.

However, once you have gotten acquainted with Instagram, you will notice that the opportunities on Instagram are also quite big.

Having reach and growing works differently on Instagram and, in my opinion, it is a lot more about community, still. You can be “seen” through hashtags and interacting with other accounts from your account and have a conversation going, which you can’t really do with Facebook.

Facebook Ads

Facebook is a business, after all, and wants to make money out of its business. The best way to make that? Through Business accounts!

Now you may think it’s a bit paradox to gain more reach on Facebook by spending money on Facebook Ads, but it makes sense.

Some may even argue that the reason why the organic reach is so low, is because Facebook is trying to make money through Business accounts.

If you compare the price you pay for Facebook Ads, to other mediums, and how targeted and effective they can be, then this is definitely more bang for your buck.

Private Facebook

Maybe you have already noticed: even the Business Pages you have already ‘liked’ and are maybe your friend’s business, don’t really appear in your feed.

For example, I have a friend who is a travel blogger (Megan Starr) and she has a Facebook Business Page. Although I interact with her posts – granted I see them – they mostly do not appear on my Newsfeed.

However, since she is a marketer herself, she shares her updates also on her private Facebook. Since I am friends with her and regularly interact with her in this way, I am much more likely to see her posts once she shares them also on her private timeline.

Facebook Algorithm Private Facebook

This is a smart way to gain reach and to be shared through your connections on your private Facebook.

Stories: Instagram + Facebook

Although Stories is a feature that Instagram snatched out of the hands of Snapchat, it has meanwhile outgrown Snapchat and become one of Instagram’s greatest tools that they are investing more and more into. A short while ago, the option of adding Stories to Facebook was launched as well.

Now you can share short clips, that are 15 seconds long and stay in your Stories Feed for 24 hours, before vanishing.

Stories are not only useful for posting personal content but to also tell a story – your business’ story. It can be in video, image or written form – the creativity is all yours!

Now you can add hashtags and use geotagging to gain even more reach in your Instagram Stories AND (like that wasn’t enough) you can share your Story to your Facebook Stories as well. This has a big multiplier effect.

Stories Instagram

 

Conclusion

Through announcing the changes in the Facebook Algorithm, it seemed like Marc Zuckerberg dropped a bomb on many people. If you ask me, it was only a matter of time that this would happen.

Facebook is a business. Just like you, who wants to grow their business, Facebook wants to grow their business too.

The changes are really not that dramatic and with a few clever tweaks and leveraging all features of the platform, your business will be fine!

However, as all marketers would tell you, don’t lay all your eggs in one basket. At the end of the day, you don’t own Facebook and have no control over other changes that may happen in the algorithm. Always prefer owned channels first, but acknowledge that we also need to use third-party tools in our marketing. Such as Facebook.

 

Do you have any other clever tips and tricks to benefit your Facebook Business Page after the new Algorithm change? Let me know in the comments!

Social Media Scheduling

How to Save Time by Scheduling Social Media

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Abraham Lincoln once said: “The most reliable way to predict the future is to create it.” Instead of taking everything day by day or sweating about what comes next, invest in your future. And with the future here, I mean the future of your social media content and more precisely, how to schedule you social media!

Too often I have friends, colleagues and clients telling me they’re worried about not knowing what to post next, so they are in a hurry to finding content to create a buffer. So, instead of predicting the future how about creating it? Scheduling social media is more than just a buzzword – it’s a necessity to save time and be more productive.

Before you start scheduling, however, you can also use a Content Calendar to your benefit, if you like to keep your plan in one place. Hubspot has a Social Media Content Calendar Template which you can copy and apply to your business, instead of inventing the wheel yourself!

Since this is such a life-saver to businesses, I am going to show you some of my favorite apps and tricks to save time by scheduling your social media.

Hootsuite

Hootsuite is one of the biggest tools for social media management (and much more than that). It allows you to connect your social networks, have an overview of them and their streams, to schedule posts (Facebook, Instagram, etc.) and search for hashtags. It has a pretty user-friendly interface.

However, until now, every scheduling service so far would only let you schedule for Instagram, but it would send a push notification to your phone and you would have to manually post it yourself.

As Hootsuite just announced, you can now schedule posts with the Instagram Graph API and publish them automatically via your business account. Yay for that!

Planoly

Planoly is quite a new tool, but it has a really user-friendly interface and is very easy to grasp. However, Planoly is only for Instagram social media scheduling and I recommend you use this, especially if you spend a lot of time on Instagram for your brand.

The grid option shows you what you have already published, what you have scheduled (with a blue ‘S’ in the left-hand corner) and what is yet unscheduled (with a pink ‘U’ in the left-hand corner).

The grid helps you see your own feed and if the image fits with the rest of your brand’s content and general look. For those brands that really value curated content and a specific color and filter in their feed, Planoly is your friend for scheduling your social media.

Planoly social media scheduling

Scheduling on Facebook

Facebook has a really easy way to schedule your social media posts, that it makes it unnecessary to use third-party tools, in my opinion. All you need to do is add your post and/or media, then click the drop-down menu next to post and hit schedule.

Crowdfire

Crowdfire is not a classic scheduling tool that everyone uses, but maybe should. Crowdfire lets you put in all the necessary information about your brand so that it can analyze your needs and the content that fits you. It wants to know if you’re using Crowdfire for yourself, your business or for a client. Then you can pick topics from a wide range that fit your needs – from Advertising to Architecture, from DIY & Crafts to Technology. You can pick the topics that are the most relevant to you and Crowdfire will show you content that fits the topics, which you can pick from and schedule for posting.

You also have the option to do keyword research and find accounts that post about your keywords, a smart feed showing tweets based on your keywords and much more.

Crowdfire’s API best works for leveraging your Twitter account.

Buffer

Another easy to use social media scheduling tool is Buffer.

Buffer allows you to fill up your queue and connect with one of each social media account in the Free Plan. You have an overview of the posts you have scheduled in your queue and can drag and drop posts, to change their chronology.

 

Which tools do you like using to schedule your social media? Do you have any questions? Ask me!

How to save time by scheduling social media

Social Media for your business

6 Reasons Why Your Business Needs Social Media

By | Social Media | No Comments
It’s hard to ignore social media for businesses, especially when it comes to customer acquisition and brand awareness for your business. Because, after all, nearly 2.5 billion people use social media to watch stories, collect news and chat with friends.
Currently, 1.9 billion people are on Facebook. For an overview of the remaining distribution of active users on social media channels, see Statista’s Infographic:
Statistic most popular social media channels
Are you still wondering why it’s important to use social media for your business after reading this statistic? Then I’ll give you some more statistics from Sprout Social: 9 out of 10 consumers go on social media for help with a buying decision and 75% have bought a product because they’ve seen it on social media. That speaks for itself.
We’re all using our smartphones in our day-to-day lives, looking for answers to every question on Google. Therefore, it is even more important to be found on search engines. I am listing 6 reasons as to why your business needs social media. Stay tuned!

1. Answer customer questions

The digital age has also made it easier for customers to reach out directly to brands. If customers have questions and – dare I say it – complaints, then they turn to social media to reach out to companies. Why? Because they can. It’s so much easier to send a message via Twitter, Facebook or even Instagram. It’s fast, simple and effective. You don’t have to wait in line with customer service. You don’t have to send out post and wait for an answer. Social media is open to everyone, meaning everyone can connect. Through social media, everyone can be reached within minutes, and so can businesses. Here, however, good community management is required to support customers on social media and to answer inquiries.
Some may ignore this, but the danger is that if customers do not get their questions and suggestions answered, they either tend to troll on the internet elsewhere or they go to the competitor. And that’s exactly what you want to avoid!

2. Followers are your brand ambassadors

Happy customers like to share their satisfaction, especially on social media. It is much easier to express oneself with social media instead of filling out long feedback forms. Taking a picture, writing a few nice lines is quick and easy. The effort is low, but the multiplier factor is enormous. Social media makes it possible for us to share anything and everything. From our breakfast to the sports studio to the products we buy. Many people share their everyday life and their enthusiasm for their social media handles. Often enough, the company is also marked in a post – presuming, it is already on social media.
I can also give an example of myself. I love lifestyle brands. When I see a new product in the supermarket that focuses on healthy eating, such as energy balls without additives, that also tastes good, then I post about it on my Instagram Stories. However, if I can not find the company and thus can not mark it, I am often annoyed and disappointed. Because the tag allows others who look at my stories and may also be interested in the product, to click on the company’s website and explore. This is already the first starting point in the customer journey and falls into the ‘awareness phase’.

3. Great Reach

Of course, that brings me to the next point. You have already looked at the statistics for the various social media channels. This also shows you the wide reach of each channel. Of course, it does not mean that if you use Facebook, your page will reach 1.9 billion people. But the mere fact that a quarter of the population uses Facebook shows that a lot of people can be reached with it. To increase awareness, companies can use social networks to reach out to users (and thus potential customers) and steer them towards consideration and purchase decisions.

 

4. Relationship Building

There is no way to argue against the fact that social media if done right, is the best tool to connect with consumers and industry leaders. Twitter and Instagram are the frontrunners here in making it more convenient to engage with audiences. Here, you can really interact with users and get insights. How? By reading their tweets, their updates and seeing the type of photos they post. This will help you in understanding what interests your audience and on what they spend their time.
You can use social media to connect with non-competing businesses, in the same space, share thoughts and develop conversations. A handy tip is also connecting to journalists via Twitter. Want to land a press hit? But don’t want to land in an inbox amongst 500 other messages on a Monday morning? Then try connecting to journalists via Twitter. This way you can see what type of content they are interested in tweeting, which conversations fire them up and can directly engage with them. This is a much more personal approach than trying to go through the front door everyone else is using. Trust me on this!

5. It is easier to find you

How often do you type in a search query on Google? At least once a day? Then you are not alone.
Imagine, your potential customers are the same. They are looking – directly or indirectly – for you and should also be able to find you easily on the Internet. Google prefers sites that have a high domain authority and prefers search results from social media channels like Facebook, Twitter, YouTube, and others, because of their authority. Being present on these networks will boost your site’s SEO.
For example, when I search for my favorite yoga studio in my hometown, Google first shows me its website, followed by Yelp and Facebook.
That’s why it’s always an advantage to be listed on social media, so your customers will find it even easier to find you and get more information about your business and your product.

6. It’s free!

Need I say more?
Think of all the money people used to spend on their marketing efforts back when social media channels didn’t exist. And it was that much harder to track its ROI oftentimes too.
Now, you can reach thousands and even millions of people, because everyone is using it! And the sweet deal about it? You don’t have to spend a dime! The networks are free and if you are handling your own social media management, then that’s of course, free too. However, if you hire an agency to do it, then it obviously isn’t. 😉

Conclusion

Social media is important to your business because everything and everybody is online. Your business needs to be represented across the social channels that fit with your brand, to regularly interact with followers who are somewhere in your buyer’s journey but also to attract people to you. Whether these are customers you want to pursue, industry leaders you want to interact with or journalists you want to approach. These marketing channels will drive real value for your business and shouldn’t be ignored!
difference between community and social media manager

What is the difference between Community and Social Media Management?

By | Community, Social Media | No Comments
I get this question a lot…
“What is a community manager? Isn’t it the same as a social media manager?”
Well, the answer is no.
Whilst many companies make the mistake of mixing the role of a Community Manager with a Social Media Manager, thinking the roles are synonymous. The reason for this is, that the channels that both use, may overlap, but their responsibilities are actually quite different.

Defining each Role

To be able to comprehend the difference, we first need to define the roles, separately.
A social media manager focuses on owned channels (like Facebook, Twitter, Instagram, etc.) and are speaking on behalf of the brand and using the brand voice. A social media managers interactions across channels needs to fit the brand voice. Their key role is to strategize on growing the brand’s numbers across the channels and sharing content that is relevant to the brand.
A community manager’s role is very diverse. A CM listens and responds to consumers, also called the community. Building strong relationships with consumers, facilitating and moderations conversations and taking insights from the community back to be discussed internally, are one of the many responsibilities a CM has.
The key difference here is, that a Community Manager is a credible individual in the community, whereas a social media manager speaks entirely on behalf of the brand and they are therefore disguised. Normally, the consumer doesn’t know who is behind the tweets and Facebook posts, but most consumers understand pretty quickly or already know who the community manager is.

Community Management vs. Social Media Management Tasks

Now that we have established the difference between the two roles, let’s dive into the different tasks of each role.
A community manager’s tasks (these are examples and can change according to company objectives):
  • Growing the community
  • Adding or removing members
  • Moderating community content
  • Listening to community and providing customer support
  • Networking the community and connecting members to one another
  • Hosting events for community members
  • Nurturing relationships with the community
A social media manager’s tasks (again, these are examples and can change according to company objectives):
  • Creating content for all channels, from blog posts to videos and images
  • Repurposing old content
  • Responding to comments on social media
  • Measuring the effectiveness of your social media output
  • Identifying influencers and building relationships with them to gain them for influencer outreach

Conclusion

You can see that at the end of the day, that the role of a Community and Social Media Manager is quite different. Understanding the difference between the two, however, makes all the difference. Whether you are helping clients, thinking of hiring for your company or even applying.
If you have anything to add to the discussion, I would love to hear from you!