Facebook had a pretty rough year in 2018, the Cambridge Analytica scandal, Mark Zuckerberg being called to testify before the US Congress and among other issues that they had to deal with. So, it should come as no surprise to anyone that they are going to be making some significant changes in the months and years to come. Two weeks ago, Mark Zuckerberg published a note entitled “A Privacy-Focus Vision for Social Networking.”
I once had a client I started consulting with on his social media campaign. In particular, he was focused heavily on Facebook. Before I came on board, one of the things he was working on was setting up and growing his Facebook page.
As a social media strategist, I do not believe that to be successful on social media you need to have thousands of followers. Nevertheless, its one of the things that people seem obsessed with. Hence, if the need is to grow your social media, then so be it.
I know what you are thinking, the guy who does Social media for a living is telling us to keep our kids off social media. Well, the truth is I don’t want them off social media, or I will be out of a job. But there are some things you need to know where social media is concerned and it’s my job to keep it 100 with you. So here’s why you need to limit or monitor your kid’s social media use
When I younger, I wanted to become a soca artist. I even started writing songs with my friends, but I quickly realized I didn’t have what it took, so I decided to focus on what I was good at. In the past, soca artists advertised themselves to the public with the help of radio stations, DJs, and promoters, who booked them for shows. Therefore, artists didn’t have much control over their brands; however, because of technological advancements, the script has been flipped. Today’s technology now gives artists a significant say regarding the distribution and exposure of their musical products.
It’s possible that very soon unless you pay to promote a post on Facebook, It will not show up in users newsfeed. Facebook is testing a new feature where it will be separating its news feed. The company recently launched the explore feed, which will contain post from pages that users do not follow. Currently, in the primary news feed, we see posts from friends and pages we do follow.
I keep reading articles online talking about the demise of Facebook and how Facebook is losing favor with teens and mainly being used by older people. I never understood that notion since whenever I am on Facebook, all of my teenage family members are very active on there and their friends. As a Facebook marketer, I am always looking up what’s new and always open to learning how to use Facebook better. I am also a member of different Facebook groups catered to Facebook marketers. One such group is managed by the queen of Facebook herself, Mari Smith. About one week ago, a member of the group posted that she was in a business masterclass and someone announced that Facebook would be dead in 5 to 7 years.
As a digital media enthusiast, there are two people I look to. One is Gary Vaynerchuk, the ultimate hustler, and the other is Douglas Rushkoff, a media theorist whom I had the pleasure of meeting on his visit to Ryerson University. Both men are accomplished authors. Gary’s books include, “Jab Jab Jab Right Hook”, “Crush It”, “#AskGaryVee”, and “Thank You Economy”, and Rushkoff authored “Programme or be Programmed” and “Throwing Rocks at the Google Bus”. I see Gary as the practical industry practitioner and Rushkoff as the academic. However, both men agree with me on one thing, and that is, we live in an attention economy. The ultimate asset in business today is attention. Businesses are all vying for our attention and he who knows where to find the attention will win. I believe Caribbean businesses can find attention everywhere, but the variable of success could be much more valuable if underpriced or cheap attention is found.
Many Caribbean businesses invest a large part of their budget in radio and television advertising which often times does not pay the dividends that entrepreneurs envision. Admittedly, it would be irresponsible to declare that mass media advertising doesn’t work; however, much better ways to spend your advertising dollars exist. Let’s take Grenada for instance. As a business, you could advertise your products or services on Grenada Broadcasting Network (GBN) or Maitland Television (MTV) at premium cost. With such an investment especially for prime time programming, I am sure you would be able to reach the people you intend to. However, I think there are more effective ways to spend your money, reach the same or possibly more people when compared to television but at much lower costs, and that is using Facebook advertising.
The cheapest form of advertising right now and entering 2017 is Facebook advertising, and it will be the case for a while until everyone jumps on board which would most likely drive the cost up. Therefore, now is the time to start putting some of your advertising dollars into Facebook ads. Facebook is the most powerful social media platform in the world, outside countries like China. With 1.6 billion monthly active users and the ability to get as targeted as you desire, how could you lose? With Facebook ads, you could probably reach most in your country that are interested in a particular product, between a certain age, and of a particular gender. Let’s say, for instance; you have a product for women between the ages of 25 and 40. When you advertise on TV, do you have any guarantee that only women in the aforementioned age range would see your product? No, you don’t, but with Facebook ads you could. Now analyze your personal television watching habits. When you watch TV and the program breaks for advertisements, do you sit and intently watch all the ads, grab your phone to tweet or post on Facebook about what you’re watching, or do you use the time to get a glass of water or go to the restroom? Based on your personal admission, you may see why television advertisements may not be as effective even though it is costly.
Additionally, if you are an advertising or marketing agency, adding Facebook advertising to your services will be a huge boost for your business. One of the excuses I always hear is that people do not understand Facebook ads, but I have a secret weapon for you to learn about Facebook advertising. It’s called Google. You can learn anything from Google and Facebook advertising is no exception. Unfortunately, some persons falsely claim that Facebook ads do not work when they have never tried them. However, I challenge you to give it a shot because I have been running ads for the last two years, and I have been getting positive results. Therefore, try it and tell me how it goes.
I recently had a client who I was consulting and one of the things he was working on was setting up his Facebook page and generating traffic. He decided that in order to generate some likes for his new Facebook page, he would purchase a couple thousand likes for his page. I have never been a fan of buying likes or any kind of audience on social media for that matter, but I was interested to see what would happen.
After the order for likes was made, I decided to check out the page and look at the persons who liked, and when the likes were coming in steady. I started noticing something weird. The persons who were liking his page: 1- Were not the target market of his business, 2- These persons all had different profile pictures but the exact same post, 3- maximum number of post on the page was three. Basically the profiles were all fake and to me that was a complete waste of time. Why would anyone want likes from fake profiles? My client immediately stopped, but here are 5 reasons buying likes is a waste of time.
1. Poor or No engagement: If the majority of fans are fake, then when you publish your best content you will hardly be reaching anyone. When offers are published in your business, it will be a waste of time and there will be no true engagement and no one to reach.
2. It will mess up your EDGERANK: Your EDGERANK score is based on the amount of visits to your page, your comments, likes on contents and how much time it is shared. If you purchased fans and the people on your page are fake and not interacting with your brand then your EDGERANK score will be very low, and Facebook will see your page as unimportant.
3. You may lose future prospective real fans: If someone stumbles upon your page and realize that no one is talking about this or there is absolutely no interaction, they may perceive that what you’re doing is unimportant and just move away without becoming a fan.
4. It’s a waste of money: Normally in business whenever you purchase something, it should be something of value. In the case of buying fans, there is no value there, you are basically buying something or someone that doesn’t exist that will add absolutely no value to your brand.
5. Unable to generate leads and sales: True Facebook marketers use Facebook as a means of generating leads and then sales. So unless you are purchasing adds which can reach real people, then marketing to your “purchased” fan base and trying to get them off Facebook and unto your website, landing or sales pages will be futile since that may not be real.
There are alternatives to purchasing fake fans or fake likes; one can ask friends on their personal page to like their page and invite their friends to like it. They can put their Facebook page in their email signature, create valuable contents that will attract people and promote them, and place their fan page in the persona description on their personal page. One can also simply purchase adds which can generate likes, leads and sales. There is no shortcut to marketing in general, the same goes for Facebook marketing. Take your time and grow your fan base, there are amazing programs and people that can teach you how to do so such as Amy Porterfield and Brian Moran. Just stop wasting your company’s time and money.