Category Archives: Facebook
“Billboard ads. We’ve got to do the billboard ads again this year.”
Sound like a familiar demand from your communications or marketing director?
Don’t get me wrong, there is a time and place for billboard ads as part of a larger integrated marketing campaign. Surround sound brand awareness is always an important driver for pushing people down the marketing funnel. That being said, we’re operating in a new era. 54% of the U.S. population (some 133 million Americans) are now active users on Facebook and spend an average of seven hours per month on the site (According to the Pew Research Center Research State of Social Media 2012 Report). Simply put, chances are good that your target audience is spending considerable time on Facebook.
Let’s look at the facts. If you invest heavily in traditional advertising channels such as radio and billboard ads, you’re investing in impressions. Outside of a controlled tracking URL, you are banking on word of mouth and repeated impressions making an impact without any tangible engagement metrics. Enter Facebook.
Likes. Comments. Shares. AND Impressions. Yowza. Now we’re getting somewhere.
Billboards, radio and TV are all static outlets. If your goal is to drive some type of action online and your primary focus remains on driving engagement only through these traditional channels, chances are good you’ll be left disappointed in the end with a mighty bill that now requires justification.
With Facebook, you’re taking your message to where your audience already is spending their time. Half the work is done. You now have a real-time feedback channel where you can test and analyze reaction to various campaigns through content and message testing.
In a recent post, Frank Strong, noted on Copyblogger:
“Content is currency — something we trade for our audience’s attention. That currency becomes more valuable every time it’s shared by someone other than ourselves.”
Guess who else recognizes that content is currency? You got it. Zuck and company thrive on brands maximizing use of the platform to effectively engage audiences and they want you to pay for it. Take a glance at the stock market. You can’t blame ‘em.
Facebook’s recent algorithm shift means that brands are going to have to focus even moreso on driving engagement (clicks, likes, comments, shares) in order to reach their fans. To help with that effort, Facebook is encouraging brands to use paid advertising with promoted posts to help gain more share of fans’ newsfeeds.
The fact of the matter is that most brands will never achieve reaching an average of 16% organic reach to their fan base with each post. Thus, brands will need to start thinking about how they allocate advertising dollars as part of a “flexible fund” for community managers to ignite posts that are driving strong engagement in real-time.
The big takeaway? Start pushing your creative limits to drive consistent engagement and start planning those ad dollars appropriately.
Image courtesy of mediaboytodd.
It’s been a crazy couple weeks for the world’s largest social network. Questions about privacy, profile adjustments, brand engagement changes and advertising seem to be flying a mile a minute. I’ve gathered together a few good reads below to help guide thinking around some of the knowns and unknowns relevant to recent changes on the platform. Feel free to add links below to other good posts and articles that have caught your eye.
A great series with detailed tutorials on Facebook privacy settings.
5 Facebook Changes and What You Need to Know (via Social Media Examiner)
From understanding the ticker to recognizing how to control subscription settings – excellent breakdown on five key elements you need to know.
How to Try the New Facebook Timeline Right Now (via Technolog)
Jump the gun and give the new profile setup a go.
Why Facebook Changes Should Wake Up Non-profits (via About.com)
Looking at specific implications and opportunities for the non-profit community.
What the Facebook Changes Mean for Brands & Marketers (via Fresh Networks)
What Does the New Facebook Mean for Brands (via SocialFish)
What Facebook Changes Mean for Advertisers (via InsideFacebook)
All four of these are great reads for brand marketing insight on Facebook.
Image courtesy of Laughing Squid.
Let’s play a little game that’s familiar to all of us.
What’s wrong with this picture?
Looks like a regular Facebook brand page with some wall posts, right?
Now take a closer look at that wall.
You’re witnessing a brand in 100% broadcast mode. Ouch.
In the era of dialogue and active social conversation as a crucial means for building nonprofit support and advocacy, Donate Life America fans are faced with a steel door to open community dialogue on the page above.
Let’s take a step back. Why does this even matter?
Simply put – flushed potential in terms of online engagement. Let’s face the facts. A brand fan page is merely a collection of fans unless you open the doors to allow active engagement. Likes, comments, content sharing and subsequent rich dialogue are the lifeblood of successful brands on Facebook. Brands experiencing success in the digital realm are not just gathering fans to gather fans. Instead, they are providing a crucial infrastructure that allows them to spark an active community and fuel brand loyalty over time.
Restrict the ability to like and comment and you’ve put a fork in Facebook’s ability to gauge what’s attention worthy in a user’s news stream. What are you left with? A stifled community that is projecting commentary into space. With zero response from the brand and zero ability for fans to engage with other fans, you’ve negated the ultimate value of a Facebook page, stifled fan growth and established a protective barrier that shuns away a community that wants (and needs) to connect with one another.
And why is community important?
Negate community and you lose advocacy. Lose advocacy and you lose the power of word-of-mouth influence. Lose peer influence and you’re faced with a far, far more difficult path to educating and encouraging people to register as organ/tissue donors.
For brands facing a similar struggle of wanting to engage online without being able to allocate appropriate community management resources, take a step back. Conduct a full communications audit and assess what’s truly making an impact to help drive towards your goals. You may be quick to find that realigning that $X traditional ad spend towards a community manager hire could possibly be far more effective in achieving your goals.
Note: This post was written with the utmost love for my colleagues at Donate Life America. Anyone who knows me knows that I’m a huge champion for organ donation and fully understand the internal resource or possible privacy constraints of DLA – the DLA page merely serves as an example for other organizations to frame their own efforts. Don’t forget to register as an organ donor.