How Facebook is spamming you…on your Newsfeed

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Everyone at some point would like to buy girl scout cookies to support the outfit. Imagine if you did, then automatically a whole bunch of them would descend on your neighbors to ask them to buy into it as well.

This is what is happening with Facebook’s new Newsfeed algorithm. During the conference, a warning shot was fired on the new Newsfeed algorithm where you are shown content from which your friends have liked. What they didn’t tell you was that the liked items were in fact sponsored adverts.

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The powers that be in Facebook decided that well, we need to target these sponsored adverts and here is a great way to do it, asking you directly if you would want to see it in your newsfeed. As these are adverts and not content, you get the idea where they are coming from.

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When I read the Improve your News Feed content box, I was actually thinking, hey, maybe there are some contents that I missed since I don’t want to see so many adverts on the time line. It is no secret that Facebook tracks the cookie trails left from your visit to Amazon, Aliexpress and any shopping portal and targets you with adverts.

So each time you see an advert on your timeline with the same item which you had searched for on a shopping site, you know it is them.

 

Facebook monetizes you as a commodity. So only advertisers will be spammed to your time line each time you click a preference of the sort of adverts to show up on your newsfeed. To avoid this, click at this spot to give them the run around.

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How to deal with Adverts on your Newsfeed

Each time you see an advert on your newsfeed and scroll pass it, Facebook algorithm thinks you may have missed it. So it keeps popping up over and over again. To banish them, you should do the following.

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When you click on HIDE ADVERT,  a new pop up box appears.

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All you have to do is click any of the advert options. I usually selected the third as I find it offensive that Facebook is showing me adverts on my timeline.

Adverts are now OVER Whelming!

It is high time users demand useful content versus paid ones. The sidebar is already full of adverts in the PC browser window. The migration of users to mobile apps is what made Facebook turn to Newsfeed adverts.

Over 80 percent of any FB Page views are now on Mobile devices, and if you don’t claw back some of that space from your newsfeed, it will get worse as more and more adverts will start to appear on you FB mobile app Newsfeed, so that means you see less and less of actual content.

Actual content are those which takes you to the article hosted on a news or blogging site. These Facebook Newsfeed adverts just takes you to another shopping site.

If this case, bloggers and content creators are no longer needed since Facebook already started testing out Instant Articles, which may give some bloggers the eyeballs but not necessarily the traffic you need to sustain your blog. This clandestine way or selling adverts to FB users is another nail in the coffin for bloggers and content creators.

Content creators are being squeeze out of the picture while users of Facebook have to bear the brunt of increasing data traffic to your timeline that are….adverts.

So let’s all put a stop to it before it gets any worst.

 

 

 

 

 

 

Facebook Live takes aim at Periscope and Meerkat

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Have you downloaded Facebook Mentions? It’s an app for would be celebrities, news and media organizations and just anyone who is remotely famous.

Why is Facebook pulling a stunt like this?

Well, you may have heard of Periscope and Meerkat, two live streaming apps but there are a few more that does similar things….like Twitch, which is opening up to non gamers and smaller players like Mobli, which has a Live Stream option for you to broadcast to an audience.

Facebook clearly thinks it is big enough to game this. So they hired a bunch of famous people and paid them a lot of money for them to live stream their day to day chores for your entertainment.

This is not the end of it. Facebook Live is technically in Close Beta, meaning only people who are truly celebrities will be given a chance to go Live.

The option is also available to brands who wish to connect LIVE with an audience and any Facebook Business Page will qualify but it has to be vetted. So if your FB Page only has 1,000 likes and sells designer aprons, chances are you get booted to the end of the queue if you ever attempted to register for FB Live.

After spending many months researching Periscope. I have found a ton of caveats.

Unlike Snapchat, where a select few gets invited to broadcast a feed that you can view before it disappears into nothingness, FB Live follows closely on the heels of Periscope and Meerkat. The chart below will give you an idea on who is watching what on both Meerkat and Periscope.

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The FB Live stream plays to all your followers, and followers will be informed of a Live broadcast as it happens. This is probably one of the most difficult media channels to master as people have to be subscribed to your notifications and at the same time be able to flip open the mobile app at the shortest moment of notice to watch you do dumb or entertaining things.

This recorded LIVE feed will be kept on your Page timeline forever, but people outside of your FB Page won’t know it exist.

Plans are afoot to make those recorded Live feeds available in Facebook search itself though I haven’t found out how they are going to do this without charging someone for the privilege. All recorded video streaming will be available through the search but knowing humans and their weird taste for entertainment, no one is going to watch a Donald Trump  speech no matter how entertaining it is. What’s more, any search now in FB will yield ZERO recorded live broadcast on your browser search, so the Video search isn’t exactly working at the moment except maybe for the overloaded Facebook app for mobile. Why would you watch video streaming on mobile is beyond me unless you have unlimited mobile data plans.

The close beta will probably become an open beta before going global. How is FB going to monetize this is beyond me but as a content developer, you should be aware of this before doubling down on that spiffy new mobile device and mobile data plan just to go Live.

Streaming right now is only restricted to chosen Facebook Mention celebrities. Each video segment is restricted to only 30 mins. Any more than that means you need a second FB Mentions account or are incredibly famous that FB will bend over to lick your boots.

Moving on to a Live broadcast is pretty easy. You can see the steps here.

One of the other problems with Live Broadcast is the poor quality of the videos. Both Meerkat and Periscope suffer from this. Facebook Live is no different. As for the follow-ship. Those voyeuristic folks who follow you aren’t really that large a number for now.

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If you look at the above chart, you’d soon realize that FB Live subscribers will be dependent on your followers of your FB page. For Periscope and Meerkat, these platforms can be independent of Twitter followers and this means if you have a million Twitter followers doesn’t mean you will automatically have a million Periscope followers.

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Bandwidth is dependent on many environmental factors and since you don’t have a good connection, your videos will be cutting out, jumpy and highly irritating. Even if you broadcast often, you’d might be able to increase the number of followers on your Periscope or Meerkat account without the same number of followers to your Twitter account. The above chart says it all, over a 8 day period, the number of videos you have to produce to keep up the frenzy is pretty high. And because of time zone differences, you won’t be discovered unless you are broadcasting something that is already trending on social media. Unlike FB Live, Periscope only keeps the stream you follow and kept about one day before it disappears. Meerkat on the other hand allows followers to keep the stream by hitting a record button. This means followers who like your stream have the ability to store it forever…until Meerkat gets bought out or closes down.

For FB Live, your only option to increase followers is to double down on FB advertising to increase your Page Likes or Followers. There is no other option. FB Live isn’t stand alone and is tied to your FB Page account.

Going forward, you have to ask yourself as a content creator/producer, would people be keen to watch you Live or maybe keep it real with a recorded broadcast on YouTube.

With Live streams, it’s just you and the audience. You cannot do any splicing, cleaver editing, add creative effects or cut to music if you wanted to. So for branding purposes, the scope for content developers is restricted.

What’s more, the experience for your followers is mostly restricted to a talking head (meaning you just doing the talking). So unless you got plenty to say within 30 minutes, which is relevant to your followers, you’re better off not saying anything and just answer questions they might for you, like….your success or failure as a celeb or on the new Portaloo that you are helping to endorse.

Don’t even count the chickens before they are hatched. Live streaming doesn’t automatically guaranteed 150,000 strong audience. I would think you’d be lucky to have 15. Recorded repalys might give you a further 100 to 200 eyeballs but that’s normally how far it goes when you’re not a member of the Kardashians.

Even with Live event broadcast, you might get a few stragglers who would ask you questions on the fly. But in any Live stream, it is just you and your followers where the interaction is via a keyboard. You get to speak to them of course after reading their questions on your mobile device display but I don’t think you should try getting philosophical about it.

Lastly, beyond looking at some famous celebs going Live and chatting to them, you can already engage most of them via Twitter directly. Facebook Live hasn’t got any real benefit except for FB asking money for you to get more followers for your Page. What’s more, with the new emphasis on Video, your YouTube videos will definitely be more interesting to watch.

As a precursor to bigger things to come, Facebook’s investment in Occulus Rift may be the eventual goal. By Live Streaming VR videos, be it in 360 or 180 degrees, you will be giving a new experience to people watching you. This is unfortunately only for the future and isn’t applicable to Facebook Live just yet.

So what is Facebook Live good for now? Nothing much….until Virtual Reality or VR Live videos take off.

 

 

 

 

 

 

 

 

 

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.

 

 

 

 

 

 

 

 

 

 

Epic Fails in Social Media Content Marketing

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There was a time when Content for Social Media Management platforms like Buffer, Hootsuite and even Klout made sense in its hey day but not anymore.

The amount of effort (unpaid) that goes into creating content and then having no eyeballs to appreciate them is a reality we all have to deal with some day. You now have to get on board with all social platforms, be online 24/7 to answer queries and find the time to manage your real business while at it? That’s true too. Forget the hired hand who blogs for you. He won’t do it for free so that in itself is a cost factor.

All social media platforms will give away some freebies but these freebies do not always justify the effort you put into creating content for your followers.

Your efforts are bound to fail if you don’t want to understand that content marketing is like any other advertising or advertorial campaign that is backed up with plenty of ad spend. Here’s why.

Facebook Organic Reach is a Costly affair

Facebook is like the high class hooker from New York. If you don’t have the money then there is no honey. Social Media Management platform gurus will always tell you that you have to decide on your objective and strategy for Facebook but NEVER tell you that you need to budget lots of cash for this effort.

Yes, creating content takes effort. But signing up to a Social Media Management platform is not going to get you the eyeballs you need for branding of conversion success. The platforms cautiously omit telling you this as they want you to take the bait, hook, line and sinker before you realize that your budget isn’t enough for a year long campaign. How much does it cost? Let’s assume you are doing this on your own for a small business, spend probably US$100 a week on promoted post to your followers on Twitter and Facebook. That’s US$400 a month, and let’s throw in that package from Hootsuite, which at the lowest is US$120 a year. That’s about US$5,000 a year, excluding the cost of a hosted site. And this is just for a a small business. Let’s factor in a 3 fold ROI to justify that return on investment. You need to pull in US$15,000 in revenue returns to your small business to spend that sort of cash.

Facebook has zero organic reach. Twitter won’t give you the time of day too if you are not going to pay so signing up for a promoted tweet is a must.

People who start on Facebook do not understand that each post cost them money to show to your followers. These are the same blokes who liked you page in the past but come back to play candy crush with their online pals on Facebook. Do they notice the notifications on their menu? Nope. So the best way to reach them is to force feed a post onto their timeline.

Here is how Facebook wants your moolah.

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Every FB post (unpaid) to your followers will yield roughly 1 percent reach. That means if you have 1000 followers, you post will reach about 10 people per 1000 followers. To get your post on all their timelines, you have to spend money. Lots of it…and this is just to build awareness.

All FB post to your page is best suited for branding and awareness building. It does not help you get more followers. To get more followers, you need to promote your page which is actually a subset of their advertising master plan. You have to advertise either on the timeline or on the sidebar [sidebar advertising isn’t available on mobile platform].

If you are interested in a straight out conversion from your advertising budget, you need to advertise to a regional or country specific audience. This is where you measure ad spend versus return on investment (ROI).

In old world advertising terms, if you spend US$100, you should get at least US$300 return in investment (3 fold ROI). This unfortunately doesn’t quite gel these days in any social media marketing plans if you take into account the money you have to spend on FB or Twitter, and at the same time sign up with a Social Media Marketing Platform [at a cost of over US$120 to US$600 a year depending your requirement]. So once you go down this path, you have to take into consideration the amount of money you have already spent without even going into the advertising details of each social media platform.

Facebook is not responsible for the quality of eyeballs you get on their platform. In the old world advertising, you advertise with a magazine like Tatler or Monocle because the people who read it are…well, are your specific target audience who would buy a whole wine cellar as a hobby. That means these eyeballs command a premium if you advertise with them. FB and Twitter is by no means a quality platform as any Tom, Dick or Harry can start multiple profiles as seen in the Click Farm business. Instead, you are given a choice of location, target age and probably some of their more fanciful hobbies as a potential audience profile.

Getting followers for you blog, Pinterest board, Instagram, Facebook and even Twitter can be done in only two ways. The paid way is to get people to click a link to your content and become a follower. The other is the splatter method.

The splatter method is when you follow people to get them to follow you back. It is like a follow for follow tag currently popular with some folks hoping to break into to the social circles. I call this a splatter method because you have no idea who you are following most of the time, except maybe that they like what you like or live within the same locality as you do. This is not quality advertising for your content as people who have similar interest as you do may not live within a 1000 miles from you. So unless you are running a brand awareness campaign, or offer online shopping, chances are those post will be ignored. But all this takes effort on your end to search and add them.

Videos give you Better Reach on Facebook

Here is another clue. Video is the next big thing on FB. They have even tried to introduce self streaming videos to the annoyance of mobile users.

Posting videos to your FB page will automatically give you a 5 percent reach as compared to a link or text post. So for every 1000 followers, you have a chance to reach 50 of them for free. You want more eyeballs? Sign up for their Premium Video Ads for ROI.

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But before you say it’s a good deal, let me ask you, how much time and effort did you spend on shooting, editing and planning for that short video? Is 50 eyeballs enough to satisfy that need? Go figure and write Santa a note about getting some Facebook credits for next Christmas.

Twitter is no different than Facebook

Yes, unfortunately that is true. You pay for what you get and in the end, you just gotta justify your ad spend. Twitter’s organic reach is hovering at an all time low. It just fails to suck up those eyeballs and convert that into measurable ROI.

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That’s why these folks are betting big on ‘live’ streaming since that is a buzzword they can still use to justify their dollar denominated advertising plan. Vine videos haven’t taken off in a big way except with college kids and people with too much time on their hands. Instagram has video to further add to the basket of eyeballs wanting moving images and finally, there is live video which could be the future for Twitter on Periscope.

Tumblr isn’t for Everyone

The young of heart may be your next target niche but no one told you that Tumblr is still a very American centric social and content discovery platform. You are not going to reach out to that same age group in Japan, Korea or for that matter Vietnam using Tumblr.

Even though Tumblr maybe way better than WordPress.com in some ways but in the end, you still have to pay to get discovered.

Ever since Yahoo bought them out in May of 2013, featured ads has been appearing in user’s content stream. This is both good and bad news.

The good part is that hashtags can still be used a strategy to find your future or potential customers and generate the sort of brand awareness you need to start. However if you want a straight cut ROI on your ad spend. You probably have a better deal signing up with Tumblr to show those ads.

Pinterest is Instagram on Steroids

Let’s face it. Starting a board on Pinterest is a time consuming affair. You can either curate or create content for each board. Who gets to see these boards? Only fellow users who are out to get more pins.

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Since Pinterest is image centric. You can’t help but draw similarities between them and Instagram. Both require User inputs and that’s you I am pointing at.

Both work the same way and since each board is in itself the description of the pins, you can’t help but think that the board itself is a hashtag of sorts to categorize content.

Pinterest also has promoted pins, and with it an advertising plan to suit your target audience. The same can be said of Instagram when they started to introduce promoted content (advertise content) to specific region of users.

There is no such thing as a Free Lunch

I like to call social media campaigns as a Freemium Advertising Gateway as you have to ante up on those dollars to find some sort of success.

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The only free social platform that is devoid of any advertising right now is Google+. That’s because Google has much grander ambitions than to charge you for your post as they have the search engine to back that all up.

Getting a ROI on investment on any social media marketing campaign will cost you money. Don’t think it is cheap as even Americans feel it is far too expensive.

If you can spend the time to crate content but can’t spend the money to promote it, you are doomed. At every level, you cannot think for one moment you are getting a free lunch. That’s why Social media has become a Freemium platform. Once the social media networks hooks you, they hope you get dragged under the water with their advertising masterplan.

Success in any business can only be measured by ROI. How much you aim to get out of it in the end to sustain your business empire is crucial. It’s not just about eyeballs but quality eyeballs. This sad fact, unfortunately, is lost in translation as one grabs onto social media…thinking it was the elusive pot of gold to their online success.

Start with a Web Presence

A web presence is a web site. If you haven’t got the time of day to do one then social media marketing isn’t for you. There are plenty of free hosting sites which can of course establish your de facto web presence. My own recommendation is strikingly.com, which gives you a free web page for your product, company, portfolio in the simplest design terms. It has easy to use templates and you just key in the text and fill in the pictures. I will give you my reasons why this should be the first step towards establishing your own web presence first before any social media marketing can take place, but you already know that having an actual web site speaks volumes about your online dedication. So take the first step. Start your web presence with a site before attempting social media.

Hidden Secrets of Facebook Organic Reach Algorithms

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For the last 12 months, I have been working on proving some of the theories on Facebook’s Page algorithm reach and I think it is time to unveil them.

In 2015, Facebook organic reach was pegged at about 2 percent. It is a ballpark. So how this is measured is pretty simple. If you have 1000 followers on your FB Page, that means only 2 percent of them will get shown your post. This is in all technicality a penalty to get you to ante up on some advertising credits.

Facebook advertising is like a blackhole that will suck up all your cash without giving you the ROI you’d expect. But at the same time, some Facebook pundits want to prove that you can beat the low organic reach on Pages with a few tips and tricks, many of which don’t actually work.

In some of my previous post, the only ones that are true so far are the following:-

  • Short Videos uploaded to Facebook increase organic reach by 4 percent
  • Post that generate comment and sharing generates 3 to 4 percent increases
  • Facebook organic reach for non paying post tops out at 1 percent of your followers
  • Followers will see your post more often only if they subscribe to your notifications

These are the rules so far that has brought results. And here are the rest that has to be dispelled before you hit that steep incline and fall off a cliff.

Posting Often on your Page will generate better Organic Reach

False. This is where the Facebook algorithm kicks in. It gets the idea that you want to reach more people and you will incur a penalty for this. It starts with one post every few days, two at most for a week. Anymore and the penalty kicks in. This penalty reduces the visibility of your post to your followers.

Posting at Odd Hours so that your post will appear on your Follower’s Feeds

False. I have scheduled post to reach people at odd hours of the morning and the organic reach fell off a cliff. What I did was to schedule some news post during the morning hours between 1am to 6am, and did this every two hours. It didn’t work as the Facebook algorithm penalty kicks in once they detect you are posting more and more often.

Boosting your post with a paid fee will generate Better Organic Reach

False as the amount of budget you have allocated is dependent on the amount of followers. I now owe Facebook 20 bucks for testing a few post to see if they grow organically within a 935+ strong followers of my page. What happens when you boost a post is that more of your followers who have not turned on their notifications from your page will see them, how much more? It is about 1 to 3 percent more over the 2 percent average. This means if you have 50 dollars to spend, that would only be for one post served up for about 100 followers.

So if you multiply the number of followers you have just to maintain that 80 percent average for 1000 followers, you have to be spending big bucks for boosting each post. The catch here is that the moment you pay Facebook to boost your post, you don’t have to do anything but sit back and see the organic reach grow. This is only for ONE chosen post so it’s not cumulative for all other post.

Difference between Organic Reach and Organic Growth

Organic reach refers to post that you make to your own FB page that is viewed by your followers which you did not pay Facebook to show on their timeline. Organic growth however is about the followers you gain for you FB page which you didn’t pay for.

Organic growth during the test period conducted only improved by about 3 people, meaning it is minuscule for a Page with 930 followers. So that’s less than 1 percent, so with it you can assume that organic growth is dead.

Organic views is limited to 2 percent by default for post you make every two days. Make anymore than that and that, then you will be penalized by Facebook. This 2 percent organic reach is free to you…but you got to earn it if you want that 2 percent reach per say. So if you want more, then you gotta pay for the eyeballs.

What’s the Best you can do for Organic POST Reach?

Here’s my take on it. If you post often like three to four times a day, your organic reach falls below 1 percent of your total followers. This means you’d be hitting around 0.3 or 0.1 percent of the total crowd. So NEVER post often. In fact, it is better to stagger your post to a maximum of 2 a week. This is where the Facebook algorithm gets worried and start to knock on your door to see if you’re still alive. 

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It is a chicken or egg issue when it comes to getting your post served up to your followers and having them liking it in the process. If your followers do not see your post, then your post becomes irrelevant. Don’t even hope to see your page promoted to those outside your followers unless you paid for it.

You can spend hours crafting a post but when it doesn’t get liked by your followers, then it gets pulled.

However you still get your 2 percent organic within a 24 hour cycle. 

Using Comments to maximize a 2 percent reach in 24 hours

This apparently works but it takes a lot of work and is not worth you time. During my test period of 4 weeks, you need to show that you are actively posting comments on other Pages with your own FB Page’s altered ego or persona.

For example, if you are the owner of a page, start to comment as your FB Page identity in all your post. The Facebook algorithm assumes that comments that get Liked by others are a form of engagement and that means your FB post will be shown to more of your followers all for free.

Facebook assumes that as long as you did not pay for a reach, it will award you with a 2 percent organic reach as long as you get an average of 35 Likes for your posted comments in ONE day.

Wow, 35 post comments Likes per day. And this is only to extend your organic reach to the maximum allowable 2 percent a day…consistently. Facebook will NOT give you any more organic reach for your post above 2 percent a day unless it was a video post and one that is shared by your followers.

Beating the facebook algorithm on organic reach

Just remember that the Facebook algorithm will give you a two percent maximum organic reach a day provided you are actively commenting and getting those 35 Likes for these comments. If you add more than one post a day, say two…then your two post per day will have to share that 2 percent allowable organic view between them.

This is why you should not post often.

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Conclusion, it’s not worth it

Once you work so hard, curate the best content or by creating them, the organic reach within your own fellowship is going to hover around the 1 percent average in a week without doing anything. For all your older post, there is no limit on how far this growth will grow. Right now, I am see a five week old post gaining over 20 percent organic reach.

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Facebook’s own algorithm only detects engagements and sharing as signs of interest, so if someone indulges your post, chances are they will see more of it. If the majority of us like to sit back and read stuff without lifting a finger to say something, then those post will decline in importance and they won’t be seeing them anymore unless they have subscribe to all notifications from your page.

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This insight is crucial if you are a small business operating in a social media environment. When your page stops engaging others (and I do not mean spamming them with links), you need to work around how to achieve your desired goal within the limited organic bandwidth Facebook allows without paying.

It’s different if you say you want an immediate reach to your followers by advertising say 100 bucks to boost a post. Even then the ROI is subjective since you cannot see who are your paying customers.

Within the Facebook ecosystem, you can already sell directly to your followers but for that to happen, you will need to spend money or in this case, milk that 2 percent organic reach per post a day. In five days, you’d have 10 percent organic reach, in ten days…20 percent. So if you are planning on a month long promotion. You could possibly get 80 percent organic reach using this formula.

So if you are a small business, plan well. Be active with your FB page persona, say the things which gets Liked and in return, Facebook will eventually reward you with the much deserved organic reach without you having to pay for those eyeballs.

Facebook Censors Blasphemous Pages To Comply With Turkey’s Demand, But Won’t Publish It

Here is another tip for thought. How do you define content that is ill-conceived and blasphemous in light of the “Je suis Charlie” fiasco? What you might think is funny could be offensive to another. That’s why having a targeted content strategy matters. Governments are now increasingly exercising their right to censor social media content and companies like Facebook will have to comply because if they get blocked, they will lose millions in advertising revenue.

Facebook Unveils Facebook At Work, Lets Businesses Create Their Own Social Networks

Building your own Social network is a bold step. However it’s only for employee and employer relations, sort of like a LAN bulletin board from the old days. Will it work? I have my doubts. The idea that employees will log in through a company Facebook page or company page is a non-starter. Why would a company compromise its operations by having employees discuss company issues on a social page?

What’s more companies have their own Enterprise networks and even if you don’t have one, a company can start its own in-house social networking site with a WordPress Theme.

Facebook aims to take on Oracle, which offers Enterprise type social network solutions. However, one must not forget that Oracle solutions are privately held. You don’t surrender any information to an entity like Facebook each time you use it.

Content 101: Why having a Strategy Matters

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The idea behind having your content is two fold. One is to get on top of a SERP, the second really for social media. Both count towards your eventual goal of reaching the top 10 but let’s not also forget that content plays a huge part of it all. Whenever you do a search, UGC from different sources (country IPs) also help to boost your visibility. Whenever you do a search for a product or service, reviews from consumers and users will show up results that is linked to your brand. This is why having a solid content strategy matters.

Back in the days where social media was nothing more than online communities (it still is btw) you posted stuff you did, stuff you want to do and shared some pictures online. It was like, Buzznet, and my profile is still active there too. Social media like Foursquares, Tripadvisor, Linkedin, Facebook and G+ are intrinsically linked to content found on Tumblr, Blogger and self hosted WordPress sites.

Facebook and G+ changed it all in recent years as your social profile also became your brand and what you associated with. So if you happen to run a business or work for one, they would have their own presence online outside of the traditional website. The game changer was that your businesses could  qualify as an online entity thus was born the need for social media content. This entity should be alive, as determined by Google Algorithms, and updated to show it is alive.

Online Brochureware versus Content Development

Still relevant in today’s online world are online brochures to show you have a company presence for people to drop by and browse your services/products. If you are lucky, they might even send you email. But any long forgotten and undated revision to your website will only show that your strategy isn’t about content but more of a online brochure, with that your SERP gets gunned down by Google for being too plain and unhelpful. Brochure ware sites are Zombie entities, not entirely living or dead so this gets bumped down the search chain over time. Using keywords within your brochure site  isn’t going to help you rise to the top of a SERP but at least you’re somewhere in the top 100, or maybe top 1000. Oh…maybe that wasn’t your intention to begin with?

Why Site Planning Matters

There are plenty of places to host your own online brochure. That one page calling card which you call a website has many advantages, like maybe your email and fax number for contact. However if you want to be found outright in a SERP, you need to invest.

First, you don’t have to do this. Your business is going great and you won’t miss those emails screaming for orders from the darkest corner of Africa. However if you want to sharpen your online presence, you need to take note of a few following details.

1. Migrating to a CMS System

When do you graduate from a website to one that is content friendly? This is time you finally decide to use a CMS or Content Management System. If you have no content, heck you can even do that on a free WordPress account. Free hosting too. It’s done so let it sit! But if you have regular updates (meaning weekly or monthly as opposed to once in a year revisions) then that needs to be managed. There are three popular CMS platforms for self management, WordPress, Joomla and Drupal. Each has its own advantages and disadvantages.  Having a web designer isn’t the ultimate solution. Designers work on design and are totally clueless when it comes to your content needs.

2. Web Designers are Not Content Developers

This is another thing that people have to understand, web designers are not content developers and have little or no regard to what makes your business work. They do not come out with content on the fly or make that work with social media. Designers create sites which suit the content you have or the content strategy you have in mind. They worry about how the system will perform and how the content will look. The also have to think about the back-end system based on your content requirements.

3. Web Designers are not SEO Consultants

Here is another problem people face, if you want to have an SEO friendly site, you don’t hire a designer to do that, this is not their role. 5 years ago, SEO was real easy. You could use Black Hat techniques to fool search engines to display your site ontop of a SERP. There were web tools and even downloadable programs which can do this. Those same tricks aren’t going to work now as the whole SERP business has gotten a lot more complicated. This is where the SEO consultants come in. Today, SEO consultants have to transition to content consultants as their role to find the easiest way to the top of the SERP has gotten so much harder. Most of them are snake oil salesmen. And you know why? They cannot guarantee a metric in which to prove any success. Pageviews or web traffic can be generated without having to hire a consultant, you can pay Google to put your name on top. Web traffic can also be gained by putting up banners on partner sites. SEO consultants can lend a hand to boosting your SERP rank but they cannot guarantee a return on your investment. So go figure.

4. Content is Dynamic

Content has to be shared via multiple platforms that we all know as social media. People want to know what works and how to do things. Even B2B sites need content that showcases their services or products in the best light. This is why so much effort has been given to Google’s Hummingbird update. There is no point of having content that is locked into a particular platform. That platform has to help disseminate your content to a wide audience. This is why YouTube works so well. It is share friendly. You can post videos you made to both G+ and Facebook. However if you post video to Facebook, that content gets locked into that platform and it can’t be shared outside of the FB community.

Google’s algorithm is being tweaked all the time. Every month, they do something to adjust it and this can be viewed on Mozcast, a site that monitors the SERP turbulence created by these minor changes. These changes affect how your content is placed in a SERP and if you are chasing a SERP rank, you probably need to have full time staff monitoring such changes that affect your site ranking.

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5. Know your limits on Budget

From the onset, having a CMS isn’t going to be easy as you need someone to manage it. Then there are other cost factors for each strategic decision. For example, shooting a video and putting it up online might seem relatively easy but you have to ask yourself who is going to do this if you’re not video savvy. The same can be said about graphics for your site. If you want a highly customized graphic, then you need a web designer who knows how to manipulate images in Photoshop or create one digitally in illustrator. Do not expect that to come from one person. Everyone has a different role as what your want sometimes lies outside your intended budget. Let’s not forget the budget for SEO consultants and content developers if you don’t have the time to develop them yourself. All this adds up as part of your ongoing budget.

6. A Dead Site is a COMATOSE Site

There are plenty of comatose sites on the Internet. Businesses who concentrate mainly on existing customers do not update their own company websites when they have new products. This becomes very exasperating for customers when they hear of something new and can’t find any resource on it. Just coz you paid for the hosting and put up a static front page isn’t helping you or your customers in any way. Today, people are information driven. They need information to make credible decisions. Having a static site that sits there minding its own business is a waste of money.

One way of avoiding this is to cross post content from Tumblr, Instagram and even Pinterest to your own website. Social Media management systems like Hootsuite, Buffer and IFTTT.

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IFTTT.com is probably one of the most creative uses of web action fucntiions where you can trigger cross posting of content to various other media channels. The only downside is that it doesn’t support either Pinterest or G+ for the time being but Facebook profile, pages and groups are supported.

Online isn’t cheaper than Print

One of the age old paradigms is that having a website is going to be cheaper than printing a brochure as it was suppose to disrupt the traditional way of doing things. Not anymore. It cost more to get your brand recognize and even more for you to make money from it.

You should instead take websites and social media as complementary channels for your marketing strategy and not rely on it solely to bring home the bacon.

Online has gotten to be as expensive if not more than what it takes to print a brochure. One of the reasons is that technology has made it more complicated to reach out to new customers as everyone else is clamoring for that same piece of the pie. Your voice gets drowned out if you don’t shout loud enough in the marketplace and this is where you need to strategize your priorities. Big brands with millions of dollars in advertising budgets never have to worry because they have what it takes to create their own online presence whereas for the SMB, your budget is limited. Competing with the big names isn’t your priority but find your niche is. This is where you have to formulate strategy to get things going for yourself.

Content marketing is all about attracting eyeballs and you need to spend time, effort and money to make it all work.

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.