Oh, social media, you had us at algorithm. What I mean by “had us”, is you confused us, toyed with us, and made us change our approach, again…and again…and oh, yes, it will happen again. Anyone marketing on social media knows there have been drastic changes over the past 24 months, and social media platforms are not making it easier.
What’s the algorithm, why should you care, and can you master it? If your lifestyle is in anyway dependent on marketing and customer reach, you should care about the algorithms employed by sites like Google, Facebook, Twitter, Instagram and LinkedIn. We could say an algorithm is a deep, dark cauldron full of toad stools and magic beans, that somehow determines our entire social media presence, but that’s overkill. It’s simply an incredibly complex, ever-changing set of parameters that determine what we see, how often we see it, and for some reason thinks it knows better than we do what we’re interested in. Algorithms are understood to be a necessary evil to filter the “best results” for the platform’s customers, and lots of people invest truckloads of time, money, and energy into competing with other algorithms to keep your attention. Unfortunately, there isn’t a quick and easy handbook to follow; it takes observation, practice, and testing to see if you are mastering the algorithm.
Social media moguls have been listening to their users about their dissatisfaction regarding the inundation of sponsored ads and are finding ways to maximize THEIR customers’ experience, not YOUR customers’ experience. (That’s important to keep in mind when planning your marketing approach; it’s best to not put all your eggs in one social-media basket.) Through a process called Deep Learning, Facebook has been a pioneer of sorts manufacturing its newsfeeds into a balance of viral fluffy pet videos, family and friends, and advertising. Whether or not you’re spending ad dollars on a social media platform, you may be noticing that your reach is not going as far for the money you are spending. It’s because through processes, like Deep Learning, the social media platform can guesstimate if your post is going to be engaging or not and determine if they want to use their precious balancing time to promote your particular post.
Do not despair! This does not mean that the big guys, like Coca-Cola and As Seen On TV, automatically receive the bulk of the allotted advertising spots. They may not be getting their dollar’s worth either because their ads do not have what the social media platforms desire:
Want to learn more about social media advertising and the algorithms? Schedule social media training with Leslie Laney at A Media Marketing. Contact us today!
You want to reach Millennials and Gen Z’s, huh? Well, then you need to master Instagram and Snapchat and understand the do’s and don’ts of these social media machines. This little nugget of free information will focus on Instagram, but we offer social media training for both.
Did you know there is a secret Instagram menu? Do you want to learn the secret handshake that unlocks it? Schedule Instagram training with Leslie Laney. Contact us today!
Here are some topics we’re happy to help you or your organization with, or you can ask for a custom experience:
The Basics of Instagram – How to add multiple accounts to separate personal from business, how to post, how to create stories, exploring filters and other IG tools
Intermediate Instagram – Social media marketing 101, including an introduction to themes and stylization, posting management, including how to hide offensive commenting, start Live videos and join live videos, hashtags and engagement
Advanced Instagram – Exploring the secret menu, creating IG campaigns, using branded and unbranded hashtags to build user content, the power of influencers, Instagram ads management
Instagram Art – Tips and tricks on how to create interesting Stories and Posts using apps, filters, and built-in features.
Snapchat 101 – Getting started on snapchat, profile management, using filters
Snapchat 201 – Using Snapchat Kit and Snapchat Ad Manager Advanced Snapchat – Planning a Snapchat Campaign
Are you throwing away valuable information? Social media platforms have realized that if they want to enter the advertising business, they better let purchasers know how their invested dollars perform. Have you taken advantage of the various tools that each platform is using? Have you taken the time to experiment with how your audience interacts with your social media engagement?
There are many blogs that will tell you the best time to be on such-and-such a platform is between the hours of 3 pm – 8 pm Tuesday - Thursday or to 6 am – 1 pm Monday – Wednesday, but is that what YOUR analysis is showing? Knowing your customers’ behavior is key – we know that’s not the first time you’ve heard this – but how is their behavior changing yours?
CASE STUDY: After two months of experimenting on Facebook with a local health business page, the page managers learned that while their posts were geared towards all ages and leaned towards posting in the afternoon, their audience composition and behaviors were surprisingly different than expectations. Their audience was in general: early risers, women, over 55+ who logged off in a great percentage by 3 pm, and who were more interested in the uplifting health stories than they were sales and discount opportunities. This changed the behavior of the page managers. An effort was made to use softer images and language, focusing on relatable stories that were told from a female perspective, and answered questions that a caregiver might focus on. Posts were scheduled to take advantage of algorithms that would assure the early risers would find fresh content.
THE RESULT – a 32% increase in post engagement and a 10% increase in organic impressions in just the first week! What happened after that? We’ll learn after they check their insights!
What should you do? Learn how your social media provider reports analytics. Experiment with a content purposeful calendar. Schedule time at the beginning and end of each week to appreciate your customers’ behaviors. Adjust your social behavior to best gain traction with the social media algorithm.
Can you describe your company, appeal to customers, and provide a wow factor in limited characters? Social media platforms are challenging businesses and marketers to do all three while keeping the shortest attention span ever in mind.
You can do it with these tips and tricks:
Did you know that Video on Facebook has over 5x's the reach than a photo does? Just think, how often have you gone a day without seeing video online...
Video is an absolute must for marketing your business. And we have created something that is simple and easy for you to integrate into your content calendar. Social Media Engagement Video 5 or 10 packs! These videos run an average of 7 to 10 seconds which is perfect for the ever shrinking attention span. And with the algorithms changing on what type of content is getting delivered to your audiences newsfeed, it is imperative that you are turning your content into video format.
Call us today and schedule a free consultation to see how we can assist you in doing just that! These video packs create economical options for your business to get in front of the eyes of your customers. Call 813-933-2788 or email us today!
Here are a few questions you should ask yourself:
Having clearly defined goals is the first objective. How to achieve them should follow suit. To gain awareness in 2018, don’t isolate your budget to obvious tactics like event marketing and traditional advertising. Instead, bolster those proven tactics with digital marketing strategies to ensure your brand doesn’t fall by the digital wayside.
Once your plan is up and running, don’t forget to consistently analyze and optimize it. Real-time data is available to measure your program’s success, so be sure to use it to your advantage. If a tactic isn’t working well, turn it down or off; if a tactic is working, don’t hesitate to turn it up. Remember, the only thing consistent is change!
Take control of your companies marketing strategy today! Let us navigate you through the maze of options that exist for your business and help determine your most effective pathway to success.
Call 813-933-2788 to get started!
Take a look at these trends to keep up with while we move into 2018.
Video is CRUCIAL for Sales
Facebook Groups will be highly successful
Instagram becoming more popular! #1 choice for Brands
LinkedIn becomes more Business Casual
Brands that Co-Create with Consumers thriving
Don't wait! Get your new year started with social media education.
Call or email to schedule your Social Media Training!
813-933-2788 ~ Email Us
Have you seen the acronym "NSFW" on a post or website and wondered what it meant? NSFW means "Not safe for work", typically referring to the content being a little risqué, taboo, or inflammatory aka you may be reported to HR if you play this in the office.
Ever been surprised by something that's NSFW? It's happened to all of us, even from trusted sources, and sometimes, unfortunately, while we may play a SFW video, we are caught off guard when the next auto-played video holds a completely different message, really loud music, or something, in general that is inappropriate for the workplace or public.Facebook is helping to address NSFW in several ways and as an advertiser/marketer you'll want to take notice of some choices.
First, you'll notice that some business or news providers show blurred image previews so an audience can consent to seeing a graphic image.
Second, there is an option to save a post to view later. This gives a user the choice to view the post in the privacy of their home and solves the problem of being publicly insensitive. You can suggest that your reader do that if you think your content is NFSW.
Third, Facebook has added the ability to caption your uploaded video. Captioning is very important as millions do not turn on their sound, no matter what the post, due to environment, timing, or distrust.
If your post is something that may be NSFW, you may want to use one or more of the features above for your audience, and you can communicate it in your post by stating that it is NSFW.
We all know that videos are attention grabbers, but you may not know that Facebook promotes videos as the preferred way to advertise. It’s uncommon to scroll through your daily feed and not see at least one or two videos, but did you notice how the videos were actually part of the post – were they shared or were they uploaded? If you’re a business and you appreciate the fundamentals of Facebook’s algorithms, often you will take the time to upload a video versus sharing it from another site like YouTube.
The pros of uploading a video are:
The pros of sharing a video are:
In this age of distraction, it’s easy to want to jump on to the trendiest social platforms to catch the attention of new customers, but choosing how you spend your time, money, and marketing dollars takes strategy. There is one simple phrase that can change everything for you: “How did you find us?” If you start asking each and every one of your customers this question, you’ll be amazed at where you need to be and what’s working or not working. There are variations to this question that can help you drill down even further, for example, “what key words did you search for to find us?” and “did you find our (insert social media platform) webpage first or our company website?”
5 Steps to Improving Your Marketing Strategy
If you have questions about social media platforms or about creating a marketing strategy for your company, we’re happy to help, and, yes, we will ask “how did you hear about us?”
We provide 1-on-1 social media training! Schedule your session HERE