Sounds like a terrible idea, but the wheels may very well be in motion.
A number of people and businesses aren’t too happy lately after Facebook tweaked its algorithm which the social network says is designed to cut down on promotional posts popping up in people’s news feeds.
However some have highlighted that that means brands’ organic likes are pretty much useless now, while some are reporting more worrying trends; that some non-profits’ messages aren’t getting the visibility and support they may deserve.
Engagement and reach is some cases appears to be down for brands and marketers, but it’s good news for people wanting to capture the original spirit of social media.
Have you noticed any changes in traffic from Facebook? Is it unfair to pay for social media campaigns? Let me know in the comments section below.
Proper booked off!
It’s a particularly sore point for brands that have spent so much time building up a huge number of organic likes because the reach on Facebook is typically fantastic. It’s helped a number of small businesses grow and become known to a new audience.
But now the money grab is on the way, and to make sure your content is seen you’re going to have to start sponsoring some of those posts.
Facebook holds a lot of cards, though. It’s become so engrained in culture that its user-base is in the billions, and its targeting tools are still a fantastic way to reach the right audience.
It’s a public company, though, and needs to satisfy the needs of its shareholders. This move was always going to happen sooner or later, and tellingly, recent statistics from Twitter suggest that this is likely to roll out everywhere else.
Social media buying
Twitter recently saw its slowest take up of users ever during Q4 of last year, with only 4 million users signing up over the three month period.
That won’t bother its shareholders too much though as revenue for the same period was an astonishing $479 million, an increase of 32 per cent from Q3 and a stonking 97 per cent up from Q4 2013.
Twitter has the same problem (if you can call it that) as Facebook; that it needs to generate a lot of revenue for a lot of people.
Twitter’s managed to make some colossal improvements to its revenue, though, by introducing a number of new features to the site to help people better find content alongside its sponsored post offerings.
New features include group messaging, consumer video, and ways that visitors can view content they may have missed. Its Instant Timeline experiment also shows new users better content, while sponsored tweets are set to be sold to third-party sites.
It’s also announced a partnership with Google to allow tweets to show up in search results, a service which the search giant previously paid for.
But what does that mean for you? Well, the same as with Facebook, really. Twitter’s revenues are up because people are willing to pay for promoted space, for people to see their content. The same as with LinkedIn, Pinterest, Instagram, and other social networks.
And if you really want to make a future impact on social media, it would probably be an idea to start saving your pennies as soon as possible.
How do you keep people interested in your social media channels? How do you let people know you exist online? Let me know below!
Mastering social media marketing
One of my pet peeves is when I talk to people about social media marketing and they see it as a kid’s job; that it’s nothing more than a teenager sitting on Twitter and Facebook all day.
They couldn’t be more wrong. Social networks aren’t a charity, and – like Google constantly refreshing its algorithms – are constantly looking for ways to keep users interested and earn a crust. Facebook’s latest effort, as well as earning it a lot in sponsored revenue, is also likely to be welcomed by users fed up with content overload.
The modern social media manager must use their budget as wisely as possible to maximise their social outreach, and must act more like a traditional media buyer than ever before.
But organic reach being impacted doesn’t mean the end of social media. Far from it:
Targeting is essential: Targeting has always been essential when social media marketing but for better results you really need to know your market, including matters like times they’re typically online and more. Facebook Pages now allow for calls-to-action; make sure you optimise before investing.
Promote your profiles: Don’t just leave your social media profiles to wallow and hope for people to find them. Allows look to attract people. Create social media buttons and links on your website and in the footer of your emails. Don’t forget offline, too; include the information on leaflets in-store and more.
Consider your strategy: The most important thing that I constantly stress is to not focus on one part of online marketing, and to consider a lot of areas as a whole for long-term success. Pairing your social media strategy with content marketing, for instance, offers fantastic results, especially if you target the right people with your budget.
The world of search is always changing and it’s not a wise move to put all your eggs in one basket, whether that’s with SEO, social media marketing, or other. It’s one of the reasons why business owners choose to outsource their campaign management because, as I say, it’s more than sitting chatting on Twitter all day.
Take the time to build up your followers and create a conversation with your community, though, and the rewards can be outstanding.
If you’d like to learn more about social media management and how to generate interest with specific channels contact Webpresence today!