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Boosting a Facebook Post | Best Practices

Facebook offers a wonderful way to “boost” or “promote” your content by paying a bit extra money (as low as $5).  This is separate from Facebook ads, which requires a higher level of online marketing expertise to generate success.  Facebook has made it quite easy to set-up a boosted ad post which creates an attractive option to those not as skilled in online advertising to try out.  I see a lot of small and medium sized business utilizing this tool lately, yet only about 1/3 of them are doing it correctly.

What is a “Post Boost”?

When your company page writes a status, shares a picture or uploads a video you are given the option to “boost” that post.  See below for a visual on where the option is.  Boosted posts will appear higher up on the newsfeed (note: not in the right ad column) to increase viewership.

Facebook Post Boost

Why you should Boost a Post?

By promoting or boosting a post, you are reaching more people.  If you choose to have the post boosted, you can check a box to have it show up to people who like your page and their friends, or you can target it to anyone on facebook.  You can target people based on location, age, gender and interests.  This will guarantee your post is seen by those who find your business relevant.

What type of posts should be “Boosted” or “Promoted”?

First, it’s important to track your facebook insights to learn which content engages your fans.  Those types of posts will perform the best as a promoted/boosted post.

Second, you have to strategically plan the desired goals and outcomes of this campaign.  Are you trying to generate more likes on your page?  Bring about greater brand awareness?  Highlight a service or event?  Generate traffic to your website?  Knowing this in advance will ensure a higher return on the investment.

Currently, statistics show that boosting a facebook post works best for:

  • Increasing visits to your facebook business page
  • Creating awareness about events
  • Generating interest in online offers
  • Spreading updates and news
  • Contests or Sweepstakes

Best practices for boosting posts:

Make sure that the post you are paying to run has timely information.  For example, do not boost a post that states a date in it: “It’s Wednesday, and we are giving away 5 free….”.  By putting a date on it, anytime it runs after that day, people will ignore it.

Boost a post that generates “likes” and engagement.  Don’t boost a post that requires no action from the viewer.  Make sure there is a question to be answered, a page to be taken to with valuable information, or a hot topic to “like” or even disagree with.  The more action (clicks, likes, shares) the post gets- the higher up it will go with Facebook EdgeRank.

What Facebook’s New Recommendation Tool Means For Your Company

In October 2016, Facebook rolled out a brand new option to ask for “recommendations” on your personal feed or in a group. Facebook automatically detects words like “I need a recommendation” or “I am looking for” and converts the post into a distinct “recommendation” post that now includes an active map.

facebook recommendationsBenefits of the Recommendation Rollout:

  • For the everyday Facebook user, the new rollout is a quick and easy way to poll one’s connections for nearby establishments offering the services they are looking for or events to attend. When a friend starts writing the name of the company they want to recommend, Facebook auto fills in the company page and will put a marker on the map above. It also provides quick links to that business page. Facebook is currently saving all this data to use in its next roll out of providing you with a tab of your friends’ current recommendations all in one place.
  • This is beneficial to your business because your customers are now able to easily promote your business to active seekers of your services! It also gives your company exposure to everyone else reading or active on the post. Your company is automatically linked, so you do not need to depend on the happy customer to copy and paste any website URLs which is a step often forgotten. Plus, if your Facebook page is set up using a CTA (Call To Action), the new visitors can convert immediately!

Potential Opportunities to Use it in the future:

As more companies build brand ambassador partnerships with happy customers, the new “recommendation tool” can be used as a simple and free tracking method. Once your page is mentioned, you will receive notification on who recommended you. Those insights will be key for rewarding your online referral sources.

Another impending future roll-out is rankings of places that receive recommendations. The more you get, Facebook will measure and eventually rank you in your industry with those numbers.

5 Key Tactics to Create Engagement on Facebook

Big brands and small brands alike all have similar goals on social media: To cultivate our online community, grow our followers and ultimately create a platform to convert new leads. 

What is Facebook Engagement and why does it matter?

Facebook Engagement TipsMany times my clients at Pop Digital Marketing ask why they should try and solicit responses, likes and shares on Facebook. Facebook Engagement Rate is measured by the percentage of people who saw a post (the reach) and liked, shared, clicked or commented on it. As a result of Facebook’s EdgeRank Algorithm, your page’s engagement rank will play a leading factor in which newsfeeds your posts get displayed in.  So in short and simply put (there is a bit more to it), if people are not interacting with your posts, they will eventually stop seeing them.

5 Facebook Posts to Drive Engagement:

  1. Contests. Create a fun contest that requires participants to comment or share the contest photo. Facebook has removed the contest requirement of using a third party application, so you can make this as simple as you want now!  Facebook contests with the goal of increasing engagement also carry many other benefits if your team strategizes well.  Over 38% of Facebook users are active in contests and when the rules are simple to follow that number goes up to over 52%.

What works: Try requiring followers to post a link to a product or service from your website to your page.  This now increases web views and brings awareness to what you are selling. 

  1. Photos. According to Wishpond– Facebook photos attract 104% more comments than an average post. And while insights of engagement vary across different industries, there is a global statistic that engagement rates are higher on Thursdays and Fridays. 

What Works: Right now, Throw Back Thursdays and Flash Back Fridays are driving many successful engagement campaigns.  Another fun way to get people interacting with your photos is to ask followers to “caption” the photo.  This creates “buy-in” from the followers and makes for a fun way to inspire creativity. 

  1. Ask for opinions. Let your followers know they matter. A powerful way to solicit comments are merely by asking.  According to a hubspot study, the way you phrase your questions will determine the likelihood of response success. 

hubspot questions rate

What Works: Ask your fans a “Which would you rather” question about 2 new services you are contemplating offering.  This will help with creating a sense of “ownership” and anticipation from your prospects.  For more on generating comments, read this blog

  1. Fill in the blanks. Fill in the blank posts are another fun way to up your rankings. Use this opportunity to be light and even humorous! 

What Works: While we generally post close to subjects regarding our business, fill in the blank posts can actually deter out of your industry zone.  The more entertaining the post is, the higher the likelihood of generating responses.   Tie it into the local weather, news or hot topic. 

  1. Like vs. Share. Like vs. Share posts are a nice little trick to utilize the draw of visuals while still extracting that opinion benefit mentioned above.

like vs share

What Works: Post a picture/visual of two opposing sides (A and B) that people have strong views on and ask them like the picture if they want A to win or B to win.  Note: This one won’t really give you qualified leads but is an easy way to increase your edgerank.

How to track engagement:

Using Facebook insights you can easily track each post and its success or lack of in generating engagement.  It’s very important to track both your overall page engagement (how many people are clicking on your page and its tabs) as well as the individual posts engagement rates.  Once you have at least 4 weeks’ worth of data, you can start creating campaigns based on what you know your audience responds to best!

Facebook Updates Its Posting Preferences For Pages

If you manage a business page on Facebook, your life just got easier!

Facebook has officially rolled out a new posting feature which allows admins to effortlessly elect if he/she wants to post as the page or as him/herself through a more straightforward means.  Way back in the day (yesterday), in order to toggle between the two identities, one had to click on the settings in the upper right hand corner of the whole page and change who you wanted to post as.   This was a confusing process for many page managers.

Where to find the new posting settings:

Now, each and every page post has its own spot where you can click and choose if you want to post, comment, share or like as yourself or as your page. You can also choose to comment, like or share as any other page you currently manage.  See visual below for reference:

Facebook post preference

Ways to utilize the new Facebook posting preferences to your benefit:

  1. You can create momentum on your page posts a lot faster. You can now easily write a post as the page, and quickly switch to your own persona to comment on said post.
  2. You can connect pages you manage. If you are running multiple Facebook pages for industry related businesses, why not increase both company’s exposure and engagement by commenting on one’s post under the name of the other?  This is a sure way to increase the likes of both pages!
  3. You can comment on posts of pages you do not manage- as any of your pages! Go ahead and bring exposure to your page by posting effortlessly on bigger brands! All you have to do is click on the little gray page flag in the upper right corner of the post and choose the page you want to comment, like or share as. See below for an example.

coca cola facebook page

Follow Pop Digital Marketing on Facebook for more tips!

4 Wedding Traditions to use in your everyday Social Media Strategy

wedding traditions and social mediaWe have all heard of the wedding day traditions for wearing something old, something new, something borrowed and something blue.  Originating from an old English rhyme, the 4 items a bride carries with her is supposed to bring her good luck.  Transitioning into today’s digital age, we can actually leverage these 4 elements as a means of remembering some best practice strategies for top notch social media posts!

Post Something Old:

For the bride, something old represents continuity. Psychologically, people prefer to see social media posts they are comfortable with and they can relate to from their past.  This creates a sense of safeness.  This explains why so many people love the “Throw Back Thursday” picture phenomenon. A great tip: post something exciting about an employee that has been with the company from the beginning to give your prospects a sense of your company’s stability.

Post Something New:

For the bride, something new offers optimism for the future.  One the social media spectrum, posting something new positions your company as the thought leaders.  When you are the first to post the latest events, products or news in your industry, it is your post that will get widely shared, commented on and “liked”.  Furthermore, when you are posting about your company’s news and updates, you are demonstrating your company’s ability to provide top service or products by exposing its growth.

Post Something Borrowed:

For the bride, something borrowed symbolizes borrowed happiness.  When it comes to social media, you too should be borrowing happiness and success.  There is no need to re-invent the wheel.  When you see another company’s digital marketing campaigns working well, borrow their strategy! While it’s always ideal to be the first, it may not always be practical.  It is better to be on the right bus, even if you aren’t driving, than to not get on it at all.  Tip: borrow a post but put your own unique spin on it by adding a call to action or a different opinion!

Post Something Blue:

For the bride, something blue stands for purity, love and fidelity.  In social media we know that when a customer loves a post they become passionate to spread it.  Every once in a while, post something controversial to incite engagement.   Nothing attracts more shares and comments then the posts that hit a nerve, good or bad with followers!

Use these 4 tactics in your social media strategy to ascertain your commitment to your followers and with time they will say ‘I Do’ to your services!

Why your Company Needs a Weekly Tip on Social Media | 4 How-To Guided Steps

One of the first pieces of advice I give to new clients looking to increase engagement on Social Media is to create a monthly content strategy plan.  Part of that plan involves creating a weekly tip to offer followers and fans.

The benefits of providing a weekly tip for followers include:

  • Content Manager HiringPositioning your business or brand as a thought leader.
  • Opening up dialogue for customers who may have questions about that topic.
  • Building trust with your followers and showing your expertise.
  • Learning what subjects your customers find popular through shares and likes and then turning them into blogs or e-books.
  • Increasing visibility on that subject with search engines (as they crawl and show public status updates with keywords relevant to search terms).
  • Keeping followers and fans coming back to your company page in anticipation for that weeks tip.  This will in turn increase your post updates showing up in their feed.

4 tips to sharing tips on Social Media: 

  1. Pick a day of the week when your audience is likely online.  You can see when they are online through Facebook insights, or timing + (which measures your google + fan activity).
  2. Create an editorial calendar 6 months out (which is only 24 tips).  Create a spreadsheet and include the month, date and time you plan on posting the tips.  Add fields for topic, subject and content developer (if you have multiple experts in your company that will be contributing).  Then add the field where the actual tip content belongs.  The tip itself should be 2-3 sentences at most.
  3. Hashtag your tip name. Prior to launching your tip strategy come up with a clever name that you can place at the beginning of each tip post.  Examples are “Monday Marketing Tip” or “Tuesday Tips With Jon” or “Fridays Health Tips”.  Keep it brand and industry appropriate and make sure it is relevant to what your customers would expect to see from you.  Then Hashtag it so people can eventually search for and see all the previous tips by clicking on the hashtag. Example: #SocialMediaWeeklyTip.

     

  4. Create a visual of the tip.  Hubspot launched a very successful 30 day blogging tip in which each day they provided a visual of a tip dealing with blogging.  When you post a picture on any Social Media platform you increase the likelihood of the post getting shared and liked.  You can also share the tip picture on Instagram and Pinterest!

For advice on launching or re-launching your company’s social media strategy, contact us here.

2 New Facebook Updates for Businesses and Pages

Facebook has recently made 2 updates that will shake up how you use the Social Networking platform to market your business.  And, if strategized correctly, you will see a positive outcome from both these changes!

Change #1 | Facebook Page Manager Tracking

On February 20, 2014, Facebook introduced a new feature to allow Page Administrators to see which of their page managers posted a status update.  The update shows under the company name of each post ( see visual below).  All admins of the page including moderators, advertisers and insight analysts will see the name of the poster next to the update.  It is not visible to the public.

Facebook Manager Posts

 

 

Benefits of Tracking Facebook Mangers’ Posts:

For companies that have multiple managers or content creators on their business page this will help with tracking, metrics and success measurements of each employee. 

  • You can now track whose content generates the most likes, shares or comments and provide incentives or bonuses based on performance.
  • You can utilize this information when training social media interns or entry level employees as a means of providing constructive criticism and suggestions.
  • If you outsource your social media to freelancers or a marketing company, you will gain better insight as to who is doing what and when.
  • It is an overall means of holding all your digital marketing employees accountable.


Change #2 | Tagging Another Page In A Status:

On February 25, 2014, Facebook began rolling out a new algorithm for page status updates.  Going forward, if your page writes a post and tags another page in that post, your post may been shown to the followers of that tagged page.  It is worth noting, however that Facebook will only show the posts that are relevant to followers with a history of interacting with that correlated content.

Benefits of Tagging Another Page in your Page Status Update:

  • Exposure to the followers of the tagged page, which may have thousands of more fans than yours.
  • Creating a give/take relationship with the other brands/pages that have the same target audience.  For example, when you tag another page, you are giving them exposure to your fans.  Hopefully, they will want to “give back” and promote you as well!

7 Beginner Tips For LinkedIn Marketing

LinkedIn, known as the “Social Network for Businesses” has immense potential to provide users with the ability to network with-in their own industry and more importantly find and convert customers.  As opposed to Facebook, Pinterest and Twitter, where statuses lean towards the light, funny or more personal, LinkedIn offers users with a platform to encompass strictly business updates and news related statuses.

7 Beginner Tips to Marketing on LinkedIn:

  1. Update your profile, oftenFirst, make sure your personal LinkedIn profile is completely updated.  LinkedIn even tells users how well their profile is performing (see picture below).  Your profile is the driving force behind how you will be viewed by potential customers, job seekers, employers or possible partners.  It’s also wise to spruce up your profile once every few months.  Every time you update your profile, your connections or network (depending on what your privacy settings are set to), will see it in their feed, making updating a great “exposure tool”. LinkedIn Profile Marketing
  2. Setting up a company page. LinkedIn is regularly changing the way company pages operate.  Make sure you stay on top of the trends and that you have an updated company page.  Here are some quick tips:
    1. Keep your company description written in a style that reads well to customers.
    2. Link to your website.
    3. Make sure to utilize the services and products aspects of the page.
    4. Create a strategy for the types of updates you post on the page vs. your profile.
    5. Post jobs on the company page, and share that in all your groups, resulting in driving traffic to the company page.
    6. Encourage your employees to update their profile linking to the page and to share any page or job openings.
  3. Update your status with relevant information. By providing your connections with the latest news, updates and blogs in your industry you are positioning yourself as a thought leader in your field.  As with updates on other social media platforms, keep your statuses “engage-able”. 
  4. Join groups.  There are two types of groups you may want to join on LinkedIn.
    1. Groups of professionals in your industry.  Doing so, will enable you to share ideas, network, cross refer and hopefully give you a chance to learn from one another.
    2. Groups of customers.  Ideally you have done appropriate research on who your target client is.  Find the groups that your customers are in and get your name out there!
  5. Get Recommendations.  There is something to be said about the phrase “give a little, get a lot”.  Take time to truly recommend a co-worker, employee, client or consultant.  By giving your honest positive feedback, that person will likely recommend you in return.  When a potential client comes to your public profile (and yes, they will check you out on LinkedIn before agreeing to do business) and sees you have many positive recommendations, it will compel that client to trust your expertise even more.
  6. LinkedIn ads.  If you have a specific campaign to market, and the budget to allot for it, LinkedIn ads may be beneficial for you.  LinkedIn ads allows you to sponsor updates, target demographics and even use videos.  Make sure to consult with an expert first to get the best ROI.
  7. Look at someone’s profile to get them to look at yours.  It seems borderline stalker, but it works.  If you want someone to see your profile or notice you, simply look at his/her profile.  He/she will get notification that you looked at his/her profile, and it will prompt that person to check out what’s new with you, which is why it’s important to routinely change up your profile.

 Click here to benefit from an expert’s direction on your LinkedIn strategy.

New Trending Feature On Facebook

Facebook is rolling out a new feature titled “Trending” (currently only in a few countries and only available for certain users) on the right side of your homepage.

Trending According to Facebook: 

“Trending shows you the popular topics and hashtags that are being talked about on Facebook. You’ll see stories from people and Pages who’ve shared them with you or have shared them as Public. From the right side of your homepage, click a topic that’s trending to see what people are saying about it.”

Facebook Trending Feature

How The Trending Feature Can Increase Your Business And Brand Awareness:

Up until now, using hashtags was not something that proved to be effective for businesses.   A Social Media Examiner article from October 2013 explains:

“According to EdgeRank Checker, Facebook hashtags have done nothing to help with additional exposure for your brand. In fact the opposite is true.
The research indicates that posts with hashtags are not only less likely to go viral, but also make people less likely to engage with the content.”

Now however, Facebook is using popular hashtags, personal preferences, user engagements and user “likes” to decide what they display in that user’s trending column.  This means it is very important for your Facebook strategy to now include trendy hashtags to increase your exposure.  When a user clicks on a “trending” keyword, they will see all posts about said keyword.  You want your posts in there!

3 Tips To Using Hashtags On Your Business Page:

  1. Find an already popular industry related hashtag and use it in your post.
  2. Create an amazing hashtag unique to your business and ask your best fans to use it as well in related content posts.  As an example: ask fans a question and tell them to use the hashtag in their answer.
  3. Use a well known celebrity name, something big in the news or an upcoming popular event.  It’s already trending, the work is done all you have to do now is incorporate it into your posts!