Epic fails on Content Creation for Facebook Post

 

“Good content always has an objective; it’s created with intent. It therefore carries triggers to action.”

It is no secret that Facebook seems to be the place every brand wants to get into especially when it comes to eyeballs. Every time you send out a post from your page to followers it only gets a 1 percent organic reach. The one percent organic reach is for pictures and links. Video on the other hand gets you more, maybe to the tune of 4 percent in a day.

Facebook defines organic reach in terms of unpaid post that pops up on your newsfeed. This means that you may have a truckload of followers but they won’t see your post unless you paid Facebook to reach out to them.

During my 2 year observation on Facebook post, I run a page which I use to obtain metrics. I have managed to get a 10 percent reach in two days using a very sly method of commenting on other Page post using my Page persona. This is very hard work and for a 10 week old post, I am able to hit a 50 percent reach of my followers.

Recently I took the global car brand from BMW to task.

Obviously they haven’t a clue on what works and I told them to create content when posting instead of just putting up a picture.

Engagement counts to each Posting 

When you post a picture, like the above, telling followers hey, custom job for you mini, why not do this? Then the picture stands alone, without a link or a FB content, then you are in trouble.

Facebook measures each post with an engagement. So if people liked it and clicked on it, then it gets shown to more unpaid followers. This grows and grows but it tops off at 50 percent. When people leave comments on it, it also gets circulated around for longer period. And this is what creating meaningful content is all about.

Brands who are not serious about this should only post pictures only content to Twitter, Pinterest or Instagram. Pinterest is a bit iffy here as its quite nebulous. People collect pins which are pictures with content links but you don’t know if they get viral like herpes when you pass it around. Once you take into account that females like Pinterest more, then you could have more gender specific content created.

Brands like Mini should know this. If they give ideas to people with no wear to start, then it is useless. The picture stops there and without the content to keep it going, it dies. The top picture illustrates this.

Mini should ask itself what the picture is suppose to generate. Eyeballs, likes or Clicks?

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  • There is no URL to lead to a content page but the picture entices you.
  • The introduction creates a expectation that you can get a custom job.
  • It ends with a question, “how would you customise your MINI” without even telling people how it can be done.

This is why brands must have partners.

For the above Mini campaign, it makes sense for Mini to partner Avery Dennison for car related vinyl wraps or Dupont Standox for a full custom paint job.

Once the content is created, both Avery Dennison and Mini can share in the Facebook post, giving the content a longer life span instead of a one off, emotional Like on a page. Facebook isn’t Instagram and vice versa. If your goal is to get people to like the image, then it is in the wrong place. The FB Page algorithm has already killed it for you whereas for Instagram, there is still a chance of getting unpaid eyeballs if the person is already following your Instagram page.

The Difference in Gaining Followers versus Boosting Post

Thanks to the money grubbing ways of Zuckerberg, you have to differentiate between paying for new followers or just reaching out to existing followers.

Reaching out to existing followers of your FB page is through boosting your Post, while gaining new followers is like putting up Ads for your Page to attract new followers. Both are very different and you should never confuse the two.

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Boosting a page is crucial if you want to get content out to the open for all to see. But gaining followers is just the act of getting people to Like your page, and hopefully in the process, get them to subscribe to ALL your notifications. This is secretly hidden away within the Like button and by people who Like your Page doesn’t mean they will get all your notification on content. This is a secret that Facebook doesn’t want to share with you. If you knew how many were subscribed to your Content notifications, you won’t be paying FB to show it to your followers.

This is why it is important for Brands to reward followers with physical items. It could be a keychain, a unique sticker or even a goodie bag.

 

Good Content means a Long Shelf Life

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In difficult economic environments, the first thing big brand budgets get cut are those in advertising. It makes sense because like brand advertising, no one is going to notice when the economy faces difficulties. Selling to a exhausted market is like selling ice boxes to eskimos. This is where meaningful content comes in because of its long tail nature.

Useful content gets recycled and used for a very long time. And for Facebook post, this is perfect. It is a slow burn process. Since Facebook algorithms work in the way that you only pay for what you are getting, it makes perfect sense to engage people with such post if you don’t intend to pay for them.

What’s more I am all for featuring unique content.

People are not going to be grateful if the SAME content they see appears in their Twitter, Facebook and Instagram feeds. This is another bad habit that Brands do partake in.

For the follower, what good is it to follow your favourite brand page on Twitter, Facebook or Instagram when they see the same stuff all the time? Makes no sense. Followers could just subscribe to just one and leave the rest out. But here, you need them to follow you because….you have unique content for each social stream.

On Facebook alone, you need to have at least 35 content Likes or Comment Engagements before Facebook gives you another 1 percent organic (unpaid) reach. This is a tough proposition.

So when it comes to a bull market, advertise. In a bear market, you create content with a long shelf life. That way, you brand stays in shape for the long haul and when the bulls come around again, you have your long tail content to thank. People will remember the brand and that’s what counts.

 

 

 

 

 

 

 

 

 

 

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Content Creation and Curation Tips for Tumblr

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Tumblr is many things, a blogging platform as well as a social space. The problem why Tumblr is difficult to understand is that it is relatively popular only in the US, and this makes any global outreach strategy difficult to justify but to be fair, it’s all about repositioning your post to appeal to a younger and more vibrant audience.

During the US elections, Tumblr users were a targeted demographic. Why? It is the young that will shape the future of the country and their views and opinion counts.

Any global brand have to recognize the need to cultivate the interest of the grass roots before they can be harvested as customers. Building that interest doesn’t happen overnight. It takes times and there are many competing brands in the market place which are doubling down on that reach.

Another thing about Tumblr is that it is social. Fellow bloggers connect with one another and this has been a winning strategy for brands who want more exposure. Bloggers on Tumblr are accessible to both readers and brands. It’s also part Twitter, #hastags rule the roost, if you content isn’t tagged, you don’t get found of followed.

Tumblr is all about Content

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Forgets about trying to ‘convert’ or monetize. Tumblr is really for those who have content to share. Brand building, engagements with fans, and even a short blog for your company with lots of pictures and hashtags are good to go.

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Let’s not deny the fact that the Internet generation is a little short on attention span. Long form journalism isn’t a way of life for the young. They like pictures and short sentences. Got a video? That’s cool too.

Trying to push them stuff via a shopping cart isn’t going to work. Think of it as a picture catalog of content. Cast your subjects in the best light. You build anticipation and if they like what they see, they could hit the shopping cart button to buy something.

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Like Pinterest, there are more women than men on Tumblr, and from the stats above (taken from Alexa), you get the idea that they are the school going sort who spend a whopping 15 mins at a time browsing Tumblr content. There are trending topics for people to discover and since Yahoo acquired them, there has been a visible change in their content discovery strategy.

Tumblr is a fully loaded CMS platform

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WordPress CMS is the platform of choice for most companies, but Tumblr is the most popular, beating WordPress to a pulp in the process. It has all the options to set up multiple pages like a real website, and is totally social, allowing you to link your Flickr, Pinterest, Facebook and Google Plus pages and profile right into the blog. What’s more you can even link your online shop which is redirected. It may not have the muscle to process transactions but with the link embed, you can still bounce potential customers to your online store.

Multiple page navigation is a great way to start a full blown website. Think of the navigation links your company or service needs and it will be fulfilled. No need to host it on WordPress if you are on a budget. Tumblr will do fine for those who are not accustomed to writing long passages or at describing what they do. You don’t have to be corporate sounding too. Just be cool and you’re hip.

Tumblr is US centric

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There are a lot of lurkers on Tumblr. These are the folks who subscribe to Tumblr just to view content while not having anything else to share. It is a wonderful place to dust off your old pictures and post them online with the appropriate hashtag.

The problem with Tumblr is that it isn’t a global phenomena. Most of the web traffic is from the US.

Re-purposing Content for Tumblr

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Tumblr was created to showcase content in a grid space. This means your content, regardless of the material has to flow vertically or be placed in a grid like manner for every content post.

Consuming these post in bite size pieces is probably the easiest way for the majority of Tumblrs. A nice picture entices the eyes, and upon clicking on a grid, you have descriptive text.

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This also means you need to re-purpose your content. If your original content was a hard sell, you need to ante up on the graphics or pictures. Drop in a line or two that sounds cool (or not anything at all) and hashtag your post with the target in mind.

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Tumblr can exist as its own as a company blog. I know there are a lot of companies who do not like to say too many things so a picture post every now and then as a company blog is fine.

You can still host your company website on a WordPress CMS but have a redirected link to your Tumblr blog post for all the latest happenings.

Sometimes just because you don’t have anything to say doesn’t mean you should leave your blog gathering dust. This is something that is happening to many corporate sites which are either brochure-ware or catalog based. When they have something new, they would have to put their corporate spiel onto it. So stop thinking of those keywords to convert customers and engage them through the visual senses.

Even a picture post every week on the things you do is probably going to do your company blog a lot of good now that Facebook pages is officially dead when it comes to eyeballs. Facebook engagement to your followers are in the region of 0.8 to 1 percent in 2015. Boosting your post might yield 16 percent. Organic growth remains at zero for Facebook pages.

This is why you should post to Tumblr, and have that same post carried on Facebook just for SEO purposes. It’s like killing two birds with one stone.

Chasing Google SEO: Mobile requirements Updated

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There was a recent update announcement to the Google algorithm and will go live in April and it has to do with being Mobile friendly. Let’s be fair, we were all expecting it to happen as Google has been kinda slow to implement and recognize the value in mobile web traffic. Best of all all, this update has  no secret name or handle for this new update, and you can view it here. The point of this update or revision is concerned with making your site responsive to mobile devices.

How your serve up content to mobile customers is the key to this revised algorithm. Looking at the prerequisites, it doesn’t seem to be much. But it will be a huge jump for those who have traditionally created only desktop type websites for their products and services.

This revised algorithm does not change what is already implemented in Google Hummingbird but builds upon it. So you will have points deducted once it recrawls your site to see if you are mobile friendly.

How Google Tweaks its Algorithms

The general public thinks that Google only tweaks the algorithm on a quarterly basis but in reality, only major changes are updated that way. Every month, the Google team takes a piece of code and takes it apart to better reflect its goal. Sometimes it works and other times it is very turbulent.

You can view the turbulence chart here at MozCast which is calculated on a monthly basis. For this, search engine results (SERPs) are monitored for changes and that’s how the chart comes about.

To be on top of the list, there are a few factors in which you are awarded page rank points. The rest is fair game. The mobile friendly requirement however seems to be more critical, as it will change the page rank of your site if found to be mobile un-responsive.

Responsive Web Design

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Google is going out to woo mobile users. Web traffic for mobile site have increased dramatically over the years and the challenge is to pare down the desktop friendly site so it becomes usable without being a data bandwidth hog. These days, an average website landing page is definitely more than 1MB, this can be even up to 10MB at times and more for those with high graphic demands. Having a RWD site means the server CMS will scale down the data usage to meet mobile standards.

Responsive Web Design is more UX based, but Google has injected it’s own regulations to ensure your site is crawlable. To know if they think your site meets their approval, Google has its own crawlable test, which you can take here.

Mobile SEO Explained

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One of the most pertinent issues are addressed in the new SEO update. The lesser ones, that concernslayout and single page dynamic content is not addressed. Part of the problem is that Google’s own engine isn’t that complex and much of what it does relies on content identification, URLs and linking. There are Schema requirements too, and this sort of optimization requires you to fire up your text editor and to add and tinker with code within the Theme of a CMS.

Much of Google’s new requirement fall into the following criteria:-

  • Speed of loading
  • Dynamic Serving of Pages
  • Keep Resources Crawlable by avoiding robot.txt usage
  • Deep Linking for App-only Accessible Content

Like it or not, if you don’t have any HTML knowledge, you better let someone else do it for you. A CSS sheet, with HTML code is a massive page of text which only the geek in us can decipher. Knowing where to enter the schema friendly code takes some knowledge and please don’t do it unless you know what you are doing. Simple mistakes like using an opening <center> and not closing it with a </center> tag can throw up rendering errors for your theme or page.

This makes things difficult as bug hunting can take hours or days depending on how you approach the problem.

Ranking and the new Mobile SEO

Design wise, Google offers no clues. Should your mobile site conform with page layout requirements like in a desktop websites? I have no idea but this is probably a gray area that Google has not been addressing.

Content has to be crawled. This means that for every link you put up that links to some kind of content, it has to be mobile friendly or else you will get booted off the rankings. Faulty links will be penalized so you have to pay attention to how your site responds to mobile users.

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Should I be Chasing the Page Rank or just make it Mobile SEO friendly?

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When you look at the turbulent state of Google’s Algorithm each time they tweak it, found on Mozcast, you’d realize that the finer points of Page ranks is often fought with a team of full time army of people which many of your have no access to. Every month, Google engineers will implement new tweaks and in the process affect your placing on SERPs. As long as you follow the fundamental requirements, your only other hope is to have a unique branding of content, socially active on social media and refined your site with RWD.

You must not forget that since Hummingbird came into play, the new algorithm is tuned to look out for content that is shared and provide useful information for its users. RWD is there to help your site when Google detects its searches made through a mobile browser and will offer to serve up only RWD sites first.

Google’s main aim is to allow Google Voice Search to do the searching for you in mobile, and as long as you have very thin written content, that in itself will affect your ranking. So if your content consist of mainly graphics, images or video, the only hope for you to reach the top SERP rankings is boost it through social sharing and usage.

No website will completely meet the requirements of Google’s Hummingbird and constant algorithm changes, what you lack, you can make up for it in other areas and chasing the elusive prime spot on SERPS for your product or service category can be better achieved with the use of Google ads. Cheaper too if that is what you are after.

Social Media through Click Farms

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I don’t really care for likes but for some strange reason, that seems to be the social media metric that everyone uses these days to calculate a ROI on advertising investment. So the more people who like you or follow you, that is suppose to translate to some kind of online credibility, even fame possibly.

Social Media Celebrity-hood

When a celebrity goes social, they have thousands if not millions of followers. Often, these so called social media accounts are professionally crafted by PR spin doctors hired by the celebrity to manage his or her online persona. These Spin doctors have only one goal, that is to gain as many followers as possible for the client as a way to measure their success. No doubt it might be a shallow way to measure your popularity but hey, it’s the age of the Internet.

Since then it has been de rigueur for online entities to follow suit and have as many followers as possible. This created a black hat business for those who just wanted to show off and in time, allowed them to profit from such vanity exercises. Today, it has become a booming business in third world countries such as India and Indonesia which sells followers for as little as US$600 for 1 million likes.

Even today, we talk about Leo Messi having 76 million followers on Facebook, which makes you wonder if any of them were bogus in the first place. Even the US State Department has bought ‘likes’ from Click Farms so why not you?

Daze of the Click Farms

The last couple of months researching this topic has yielded much clues on how they work. You heard of people doing data entry work at home and getting paid for it? Well that’s actually one of the methods. These folks with a computer and internet access will sign up with one of these social media provocateurs who in turn get them to manage hundreds if not thousands of social media profiles on platforms such as Twitter, Facebook and even Instagram.

Each Click Farm may have up to a few hundred real people working for them and in these will control up to a million fake accounts.

The age of Online Celebrity Fame

Though illegal in the eyes of social media platforms, there are some benefits for would be businesses or professionals. Think for a moment about the benefits of showing a potential client your own FB or Twitter accounts with half a millions followers. Would the client accuse you of faking the numbers? Of course not. Then you throw up a low ball by showing your nearest competitor who provides a much smaller number of followers and likes on post and the client will be sold on you.

This low ball technique works. The only way you get discovered is when you stop paying the click farms to like your post and follow you and you’d see 100K followers disappear within a night.

Online fame can be bought. So let’s not delude ourselves into thinking that such marketing technique has karmic consequences. Like any scheming adulteress, your aim is not to get caught in the act and as long as you cover your tracks well, you will never be found out.

Click farming is a US$260 million Industry

Click farms are evolving fast. Today, it might only be clicks through third world countries but tomorrow, these same clicks can be performed via a VPN to show it originating from a developed country. Clicks farms are now targeting all social media platforms as they become magnets for entities seeking online fame. They cost less than what you’d pay FB or Twitter to boost your post and these folks can also be paid to like your post as well…something which FB, Twitter or Instagram can’t do.

Once you have a million likes, you are in the mile high club. Selling yourself as a professional will be so much easier this way. What’s more, click farms can also like your video post on YouTube, click on banner advertisements on your video and earn you money.

Abusing the System

Sometimes you have to ask yourself why social media platforms such as Facebook and Twitter don’t do nearly as enough to wipe out the click farm business. Well, they are all part of the eco-system and Facebook knows this only too well. Wiping out these so called fake accounts is going to be difficult because they are active. Even when they can be traced to a single IP address, Facebook just cannot wipe out a chunk of their daily active user base overnight. That would cause a stock market crash. Imagine if Facebook closed down 100 million accounts overnight. You can already see Wall Street junking the stock.

Abusing the social media system will continue. There is no overnight hang over cure. They can periodically close social media accounts that are not active or are seemingly ‘spammy’ but to close an active account from a click farm is to cut one’s nose to spite the face.

Benefits of using Click Farms

This is a tricky issue but first let’s look at the issues rationally.

Building your Online Clout

 The black hat technique to gain huge number of followers is still the only way outsiders measure your fame and popularity, without it, you’re dead in the water. You cannot trust FB alone to do this for you as they have gotten so massively expensive over the years that it would be so much cheaper to pay a click farm to both follow you and like your post. This gives the impression of having a genuine number of followers even though it’s only 10 guys working out of a cyber cafe in Dhaka who happen to be your 10000 followers. Having a large following has its benefits. You look more presentable when approaching brands for endorsement and if you happen to produce good content, freebies will start arriving on your doorstep. This could be the crucial step towards building your online fame and fortune.

Cheaper and more effective than Legal methods

Frankly, you could pay a thousand bucks to Facebook to have people like your page but the results are far from satisfactory. Part of the problem is that once you have a targeted a specific audience profile, FB can never promise you 10,000 likes or followers for a thousand bucks. FB, Twitter or even Instagram can never guarantee that sort of metrics even if you kept throwing money at them. This also means you can’t have the thousands of followers based on a specific amount of money spent, say US$.50 cents per Like. It is these sort of guarantee that a click farm can give you that keeps you going back to them. If you loosen the band for target audiences to like your page, then why bother going legit? It’s far cheaper to hire a Click farm to give you that amount of followers in the shortest amount of time possible than to rely on Facebook ads.

Remember your cost of investment in the two before embarking on a ROI cost evaluation. Click farming is only for building online reputation and has nothing to do with generating quality leads or business leads.

For example, you have 10,000 fake followers on your Page, and with it, you want to gain 100 real followers from a targeted locality or which maybe only 10 will translate into real customers, then you have to do the maths for this to see the cost of it all. Your real gain is based on those 10 customers and not 10,000 Click farmers that are plowing your site. If the means justifies the end then you should continue doing it. However if that doesn’t work. I think it is time you cut your losses and invest that in something else.

Wear your Facebook page like a vanity license plate. It can do wonders to your ego but you still need to milk those dollars from a paying customer. That said, no one said this was going to be cheap.

 

 

Facebook Page Tip: Move your Page to Groups for Better Exposure

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Facebook organic growth will drop to Zero and with that in mind, they want you to show better content. So what qualifies as better content? The recent dumbing down of the algorithm, means you will have to spend money to boost your post as well as attract eyeballs from a chosen region—while dealing with fake Facebook likers who come from massive click farms found all over the world. How can you spread your influence, engage and convert such eyeballs through Pages?

When starting your FB Page, the first thing you rely on is to get your friends to ‘like the page’ but that’s not enough. It ends there and you have to gain new  followers to your Page and not leverage only on your friends. The only way is to advertise in FB to get people to like your page that exist outside your immediate circles. For this, Facebook requires  you to pay for the first tier of service. Then after that hit you with a second tier payment plan to ‘boost your post’.

For large corporations, paying FB isn’t a problem. The problem is with SMBs or small medium businesses who have a limited advertising budget.

How do SMBs avoid paying such fees? Facebook says you have to create good content, the content should engage your audience. To do this, here are two golden rules.

Comments count as Engagement

This is the most basic rule. You need to get people to engage with your content and not just like it. Liking it is pretty useless these days. What makes for great engagement? Interesting or controversial content which gets people to put their own spin or two cents worth into it. Now that might seem like a lot to ask but it’s not that difficult if you constantly bring up interesting issues. Once people leave their comments behind, it counts towards your engagement scores. Again, brands try not to be controversial as it goes against their corporate image. Small businesses won’t have such a rigid policy so they will have more freedom to post stuff that big brands won’t indulge themselves in.

Content that is Most Shared will earn you Free Publicity

Yes, you see how things go viral. There are tricks to doing this that goes against the grain of popular brands. For example having a list of 10 things you can do with a particular product and how it can make your life easier. Content that is often shared are simple things, like using baking soda to clean stains…which big Brands are loath to discuss since they might have a $19.99 cleaning solution that does the same thing. People who share your post will help you go viral!

Other contents shared include entertainment, scientific facts and even local news pertaining to current affairs. What people don’t share is their porn sites so don’t go adding this to your page time lines.

Liking a post isn’t enough anymore. This is part of the algorithm that Facebook wants to snuff out.

Likegate is a thing of the Past

Likegating competes with Facebook’s own ad serving system to promote apps, and these can be web apps to mobile apps. This is probably the only reason why they issued a Jihad banning such acts.

You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, check-in at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.

What FB doesn’t tell you is that if you incentivize people to ‘switch on ALL notifications’ for a particular page, you can reach out to 100 percent of all your followers. This is something they do not want even though the feature has been introduced for anyone who follows a page.

Page and app owners resort to collecting data and getting you to approve the permissions needed to post to your timeline but often this is a tricky affair. What shows up on a person’s timeline might not show up on others. Liking a page does nothing now for organic growth. It will not bring you fame or fortune or encourage fans to throw their used underwear at you in adoration. It is through sharing and comment engagements that determine your content’s life span.

Now, Facebook Pages will not be serving up anything from now on to benefit you, as a Page and business owner. You have to get smarter so what’s there to call?

Move your Facebook Pages Activity to Facebook Groups

Often ignored, Groups is the nerdy cousin of Facebook Pages. I have stressed this before in a previous post and now there is even a far better reason for this. Facebook groups has its own mobile app on iOS and Android.

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So what can you do on Groups? How can I brand myself for Group Activity? The answer is pretty simple. You have to reshape your content to suit users instead of just spamming them with the latest offers and promotions.

Hey, if I do that for Pages, would it work too? Technically it might but with a lid put on FB Pages now. You’re not going to get any eyeballs without paying Mark and his team. Remember I mentioned the ‘boost post’ feature for Pages posting? Well your likers or followers will not be seeing any of your post if you don’t ante up on the money.

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Facebook Group App has Newsfeed notification numbers to alert you on updates

 

Groups Mobile App does everything you wish your Pages would do. For example, it has a list of groups with number notifications. This means that even when a person does not turn on all notifications from your Group, he or she will still see the number of newsfeed updates the moment the app is open. This is very useful for people who use this app to keep in touch with the groups they follow. At any time, they can engage with the group and peruse the news items within each group. Group post can be moderated so if someone starts to spam your group, you can kick them out.

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All your comments and engagements will result in a group notification. This bodes well for brand owners who take the trouble to answer to every post and comment made within their own user group. What’s more Groups is immune to the algorithm set up by Facebook for promotional purpose. The Group Mobile app will allow you the chance to engage with your fans who have signed up with your Page without having to pay for the ‘boost post’ fees stipulated by Facebook.

Reinventing your Page Post to suit Group Post

This is relatively easy. Put yourself in the shoes of your consumers. What would make a good content for them to read and engage with you. Don’t just ask them to buy something outright or come down to get a promotional service. The secret here lies in a strong content strategy. Here are some tips.

Develop, create and curate content that would be useful or entertaining for your group members

Post blog items that relates your business. Give useful information that they are not aware of. Don’t assume the role of snake oil salesman and try sell members again and again with a sales pitch.

Engage with Questions and Surveys

In groups, you can conduct your own research with a click through survey question to determine how they feel about issues and questions they might have about your business and service practice. Remember to reward them for taking part.

Post Epubs Files to Members

In your group dashboard, you can post PDF publications (limited to 25mb) where members can freely download. Here you have a chance to go more in-depth with your business and services of even for that matter, serve up a promotion catalog of all your products or services.

These steps will help you build brand equity that is pretty hard to come by these days in the online world. It is certainly worth the effort to go this way instead of subjecting yourself to the new algorithm set up by Facebook. Your content strategy is not about sending out promotional invites but instead offer knowledge that puts your business or service in better light.

So spend some time, develop a cohesive content strategy and get ahead of your competitors. The lazy ones will always get left behind so don’t be one of them.

 

 

 

 

 

 

Facebook Organic Reach to hit Zero by end 2014

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Organic reach is going to hit ZERO percent at the end of 2014 for Facebook Page post. In June this year, Brian Boland of Facebook hinted in a Forbes article that the drop in organic reach from 12 percent in 2012 to 6 percent in Feb 2014 is a reflection on where FB is headed with its content algorithm.

Organic reach is basically determined by unpaid views. This means you can post to your Page timeline and get a totally free view from an audience (totally unpaid) courtesy of the Facebook Content algorithm that matches the interest of the person to your post (who in this case can be a follower or a person who likes a post which was shared to him/her from a third source) The organic reach stats is going to get a helluva different come year end when that reach is further tuned to zero. This means you won’t be able to see a single newsfeed posted and shared without you paying for it? Well, it’s not entirely true.

Shifty Shades of Grey on Facebook

Facebook post has gotten more expensive over the years. Boosting and gaining followers three years ago is more easier than it is now. A new post these days is determine by a content algorithm, and what you need to do is optimize that posted content to meet the criteria of that post. Each post you make have to meet a few basic criteria and if it goes viral, Facebook won’t charge a cent for it.

Content Optimization Post

I call it COP (content optimization post) for Facebook as it exist only in the FB environment, and there are three basic rules to this. The chief one is to get a proper CMS to show the blog content in the right light and this cost you money upfront. Relying on the boring FB layout is going to doom you eventually as people need to be convince you have something to offer. WordPress for example can help you track and verify your views without relying on Facebook Page management tools. You can also track where that view is coming from and even find out if there are fake followers created to follow you. This is not a widespread problem as yet but many who have advertised for followers on FB have found ‘grey’ followers. These people apparently have no info or background profile and have little or no post at all on their timeline.

Once you have optimized the CMS to track this, you can find out if Facebook post promotion is really for you. Always do a due diligence analysis to find out what you spend is worth the eyeballs you are getting and for that, how much does that translate onto ROI. Never trust Facebook to deliver the results of a promoted post. You need to know where that eyeball is coming from and how relevant is that for your business. Local businesses will only concentrate on a very smaller target

Return on Investment is a term used in advertising to find out the cost versus benefit of a campaign. In the advertising world, the cost must return at least 3 times the cost you spent on a particular campagin. For example, if you spent US$100 on a Facebook campaign and got US$300 in ROI, then it would be worthwhile exercise. If your campaign is only returning US$50 on ROI after spending US$100 on it, then you have to quantify that loss into some sort of goodwill benefit to your page or business or else it is a lost cause.

For COP to work, you should adhere to the following:-

1. Get Followers to Switch on ALL POST Notification

This is entirely up to you. Even if you have a post, your followers will not see them on their timeline. To avoid this, Facebook tweaked the features earlier this year to allow for this to happen. So you can get a post on everyone’s timeline if you know how to get them to switch it on.

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How you do this is entirely up to you but a trick is to offer freebies periodically and asking people to “get notifications” to have the best chance of winning them. This can be time related offers or food porn that come with vouchers. The concept here is to meta-link your rewards to a worthwhile experience. For example, you can give away coffee vouchers for Starbucks even while you business page deals exclusively on services like fashion and tailoring. You can’t possibly be giving away clothes related vouchers alone to boost your business. That’s too self vested and it shows.

The first hurdle is still to get followers. And for this you have to spend money on it. You can get friends of friends to like your page but they do not necessarily get all your notifications.

 

2. Create a WordPress site as a Facebook Page

Your Facebook Page has one or more Facebook accounts with varied roles similar to WordPress pre-defined roles. A Facebook account with content creation capabilities for a Facebook Page can grant permission to your WordPress site (a Facebook application) to post updates to the Facebook Page on his or her behalf.

You can then edit the connected Facebook Page for your WordPress site on the Facebook Social Publisher settings page in your WordPress administrative interface.

Allow new posts to a Facebook Page from the Facebook Social Publisher Settings page in your WordPress administrative interface

Select “Allow new posts to a Facebook Page” to grant your WordPress site additional permissions for your Facebook account.

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Your WordPress interface should present of list of Facebook Pages your associated Facebook account has permission to create new content. Select a Facebook Page name from the list and save your changes to associate Facebook Page publishing credentials with your WordPress site.

A Facebook page can be totally replaced by a third party CMS like in the case of WordPress. Why? Coz your WordPress site can communicate through a Facebook Page via a “https” enabled site. This is the SSL credentials you need to activate this or else it won’t work. There are themes which you can use to make a great landing page for fans. There is nothing to stop you from customizing responsive WordPress themes that come with a blog. These blogs will be your content. There are also HTML 5 templates that do the same thing so if you don’t know how, please engage someone who knows how to do it.

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3. Make Great Content to Engage Followers

There is a very fine line between “like baiting” and engagement. However bear in mind that your post should not have people just liking them only but to engage with them. This can be done via comments, by asking your readers for feedback. It is this feedback that gets people talking, and this will lead to organic sharing. People who like your post or find it useful will share them on their timeline and this is the organic reach that is still possible.

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If you have no idea on what makes an engaging post for sharing then refer to the “reasons to share on FB” graphic to get a better idea.

Moving Forward with a Content Strategy

This is the difficult part and not everyone will understand the underlying reason for a content strategy. The concept is simple. Post and Engage. But how you do that depends on your content strategy.

Facebook is not a cheap place to promote your business. You need to spend an average of US$200 just to get enough people to like you and that is very costly to a small business outside of the US. In America, spending US$200 is peanuts in advertising dollars. But that amount does not in any way guarantee you any form of engagement. For that you need to toss in even more money to promote your post to followers.

Having a custom Facebook Page is a leap of faith and is NOT free. You need to spend money on the CMS, get the damn thing working right and have someone create the content that suits your needs. Facebook content hosted within a CMS makes much more sense as the content is there for all to see.

Facebook is Incestuous

With ZERO organic reach coming like a ton of bricks at the end of the year, your post to Facebook will practically reach only people who like or follow you. Repeated attempts to harvest some form of return in investment will be futile if no new blood is infused into your following line. That might sound find for some but tapping repeat customers isn’t going to grow your reach.

This is why Facebook insist you PAY to gain followers and PAY again to reach out to them. It’s a business principle which is what a Jewish banker would want you to sell your soul into. Sounds like a plan doesn’t it?

Negative Content: Why you should worry about Free Speech

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Content is king but what is it? Technically speaking we derive no differentiation from negative or positive content as long as someone reads it. This is a dangerous precedence as content creators might be inclined to use negative content to bait eyeballs. Boston University’s Krystal Blanco at Boston University developed a mathematical model of how rumors are spread. In this model, individuals are either ignorants, spreaders, or stiflers of information. In addition to these categories, Blanco and co introduce a category of quarantined users who are unable to contact other members of the population and so are unable to spread their messages. This is also how Net censorship is taking place in some countries though not with the use of a mathematical formula but one that is based on keywords.

There is no Such Thing As Free Speech

I have often pointed this out to people who ask me about what makes for popular content. Being popular can be both a negative and positive experience. Positive if you are going to get loads of traffic to your post, negative if you happen to give a spiel on a competitor or as an avid blogger giving a heartfelt review of what one has experienced.

Caroline Doudet from France wrote a review of Il Giardino, an Italian restaurant in Cap-Ferret, France in August of 2013 on her blog Les Chroniques Culturelles.

She got sued by the restaurant for affecting the business.

While the court only asked Doudet to alter the headline of the article, she chose to delete it entirely following the court proceedings — only after, though, she was asked to pay a 1500 Euro fine and an additional 1000 Euro fee to cover the legal fees of the case. “If bloggers do not have the freedom to write negative reviews, positive reviews make no sense either.” Doudet’s case is the first in which an unpaid, nonprofessional blogger has been fined for publishing a less-than-positive post on a restaurant.

 
Taking a Cue from the Movie “The Chef”
 
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This little movie that came out of Hollywood is another testament of what can happen if negative reviews are used as popularity gauges. This is very dangerous as online reputation these days is largely based on your virtual popularity.
 
In the movie, a Chef’s reputation was completely destroyed with social media, and this can happen to any business that solicits social media approval.
 
Countering Negative Content
 
The first rule is not to fight back. Negative content can be disarmed but you need to identify if the person leaving it is indeed unhappy about a product or service that you provide or is just another Internet troll. Taking your troll to court is probably too far fetched unless you find a way to subpoena him or her.
 
You must first examine the negative content, be it in a blog post, twitter feed or a blogsite. This is very important as at this point, you will have to decide to engage the blogger who posted the content. In any business, there are so many ways to get a negative feedback. It could be a lapse in due diligence or a product failure.
 
After having establish this as fact, you can of course engage the person via his blog or your postings on social media. Accept the fact that you have done wrong and apologize. It is the best way out of social media flame war
 
If you feel that you have been wronged in some way, you can also choose to engage the customer directly by offering a refund or a replacement if that person came to the shop personally with the defective item.
 
The PR stunt here is have the person in the shop accepting the goods. This is a grand occasion for you to make good on something and this is how social media will work in your favor. Being humble about your mistake and making good on your service quality will create goodwill and that is the tip of the iceberg.
 
Engaging your customers socially with such content is a sure fire way to bring in more customers as it is free publicity for you. The Soviet era of having it your way or the highway in customer engagement is a death trap in the Internet age. So don’t do it.
 
Taking down a troll is easy but you have to prove they are acting erratically. If you find content that is disturbing, you can always tell the community owner to take it down. This can also happen in social media where trolls may post seemingly negative content on everything they touch. Cutting them off from their own social media community is the only step you need to take.
 
Free speech is a myth. Don’t you believe it exist on the Internet. This is where you also get to learn that leaving stinging reviews on your competitors is not a content strategy you can use lightly. It has consequences and will backfire once it is traced back to you.