Newsflash, Facebook has changed its algorithm again. I know…. shocking right? Really it’s great that the organizers of the site are continually updating it’s programming because it keeps the site relevant. There is a reason why over 2 Billion users still choose this media platform. The most current change gives preferential placement to posts from friends and family as opposed to posts from public pages. This works for individual users but is a real headache for marketers. Increasingly if you want your business content seen, you are going to have to reach into your pockets and pay for it.
In 2017 Facebook published a manifesto focusing on their desire to use the site to build communities and give people the power to engage with one another. Again, great for personal users but this poses a real problem for businesses; you can no longer just broadcast content to your followers and expect it to be seen. Views alone no longer boost your rating; you need comments, shares and reactions. Your content has to be engaging and the more participation from your audience, the more reach your posts will enjoy.
On top of that there are always new features and programs coming out to enhance your content. A great example is the Stories feature and the new options of adding sound clips of your favourite songs to pictures, video and even your Profile Page.
This is all well and good for personal users but how are businesses supposed to devote enough time to developing outstanding content, engaging with followers, seeking out new leads and researching what changes are coming down the pipeline? So far, I have only mentioned one social platform. Every social media site; and there are many, have their own features, algorithms and updates. Clearly social media is here to stay, and it is essential for businesses to have a presence on several sites to reach a broad market but at some point someone has to actually run the business, right?
This is where AFC Business Services comes in. As Social Media Managers it is our job to know the ins and outs of all of the platforms both currently and what is coming down the pipeline. We design and build posts, check to ensure your content is getting the reach they should, analyse user data, and will even engage with your audience. We take the weight off your shoulders so that you can get back to doing what you do best, running your company.
The best businesses are truly loved by their customers and pillars of their community. Traditionally this means participating at public events, sponsoring sports teams and giving donations to various local causes. These are great things to do and communities depend on the generosity of proprietors to accomplish a lot of good through these programs. Facebook is now looking for the same connection in their virtual world building meaningful interactions. So how do you do this?
Do you own a hardware store? Perhaps post a DIY video on how to install a kitchen backsplash. Are you a blogger? Develop a “How To Start a Blog Step by Step Instructions” to share with your followers. When brands encourage people to comment and ask them questions you build your authority as an expert in your field. These interactions form a relationship and create interest for potential customers.
The bigger issue lies in how do you fulfill your obligations to the physical community and the virtual one? Again, you have to outsource. You can’t be in two places at once so determine where your time is best spent. As a small business owner I understand the difficulty juggling many hats. If you don’t want someone else running your pages that is entirely understandable. Let us give you a consultation on what you have been doing and provide you with advice on how to improve going forward. Not sure if your marketing campaign is working out the way you’d like it too? We will analyse the data and give you feedback. Outsourcing part of your online obligation does not mean you have to subcontract all of it. You choose how much control you want to maintain.
Until next month,