How New Facebook Changes Could Impact Social Media Marketing

How New Facebook Changes Could Impact Social Media Marketing

Recently Mark Zuckerberg, the owner of Facebook announced that he would change the site’s algorithm to begin to promote more personal content rather than news or other types of posts. That means that the average facebook user will see more posts from family and friends in their newsfeed and less from brand posts with few comments. Facebook has stated that this algorithm change will have no direct impact on how advertising works on the site but businesses are expecting some definite changes in their organic reach.

New Facebook regulations on data could mean that Facebook users will see less material from media outlets and businesses that show up organically in their newsfeed. Brands that typically rely on their organic social media marketing practices may have to focus more on other strategies or adjust their techniques in order for followers to see their posts as often as they would like. Some are predicting that social media influencers will be more important than ever in order to get the word out about new products on Facebook.

Brands can benefit from learning more about the new algorithm, how it affects an individual Facebook user’s newsfeed and what they can do to counteract any negative effect it will have on their social media marketing. It would be a mistake to assume that the changes won’t have any impact on your marketing plan because you could begin to see a drop in organic reach. Putting your social media efforts into a variety of different strategies can help prevent the change from drastically affecting your brand.

Social Media Newsfeed Changes

Zuckerberg’s intention with changing the Facebook algorithm was to minimize that amount of fake news articles that had been circulating on the website and causing deep political rifts online. Facebook at one point had these type of news articles getting the most shares and engagement in a way that reinforced people’s existing beliefs. Zuckerberg made the algorithm change in spite of the risk of losing short term user engagement so that friends and family would interact with each other instead of sharing divisive content.

While the algorithm will be great for personal interaction, it may be problematic for businesses that are hoping to reach people organically. People on Facebook will see less posts from businesses they follow if they are not paid ads and are simply natural posts. Instagram is also starting to use an algorithm that looks similar to Facebook’s so it is likely that social media sites will show less organic content from brands and businesses and more from friends and family as the year progresses.

The good news is that influencer posts won’t be affected as much as brand posts because social media influencers are posting with their own personal account. Even though they are promoting various products, they are also normal people that Facebook and Instagram won’t recognize as a business. It will become more important than ever for brands to partner with social media influencers who can get their content seen by a bigger audience online.

New Marketing Impact

In the past, sites like Facebook and Instagram presented content in chronological order but with changes in algorithms over the past few years the sites have more control over what content is viewed by users. The algorithm Facebook introduced in 2016 as well as this new algorithm both are designed to limit the organic reach of certain pages. It means that businesses need to focus more on paid ads in order to have their content seen by a large audience.

Companies that focus more of their marketing strategies on paid ads as well as influencer marketing will not be impacted as much by the algorithm change. Businesses with an existing understanding and relationships with influencers will probably see their marketing strategies succeed. Facebook has made no changes to paid ads and will allow brands to purchase advertisements that are guaranteed to be seen in a user news feed.

It will be a good time this year for brands that have no experience with influencers to become more familiar with how the system works. It is important to figure out what your brand’s niche is and which influencer has a lot of existing followers in that niche. The influencer needs to be able to blend your brand or product narrative seamlessly with their own in order for you to see the most benefit.

Even though it might be alarming to businesses to discover that their organic reach is likely to take a big loss, it doesn’t mean that social media marketing will be much more complicated or less effective. It simply means adjusting where you focus your marketing strategies and taking the new algorithm into account. As long as you are aware of how the algorithm works you can use the right kind of marketing tools to keep boosting your business.

5 Tips for Interacting with Customers on Social Media


5 Tips for Interacting with Customers on Social MediaIn the marketing world today social media is bigger and more important than ever before. Brands need to have a great social media presence and a part of that is making sure that you connect and engage with customers so that they remain loyal and interested in what your company is doing. People online expect great customer service along with interesting and engaging content which means interacting with customers whenever you can.

Interacting with customers can mean responding to comments, re-posting their content or having a conversation online through direct messaging. Customers want their voice to be heard especially if they have questions, concerns or issues with your brand. Even light jokes or humor can be a great way to connect with customers so that they have a positive image of your brand.

Customer interaction on social media can be a crucial aspect of marketing. Here are 5 tips for interacting with customers online-

1. Be Prepared to Always Respond

If people online want to communicate with a brand you need to make sure that you are always available to respond to them. Make sure to have social media staff that can read comments and write an appropriate response in a short amount of time. Customers don’t like being ignored and will be more interested in a brand if they can communicate with them in a timely way.

2. Have an Official Response for Major Concerns

Even though many of your interactions with customers will be positive, at times there will be genuine issues that you need to address. When customers have complaints or major concerns about your product or service you will need to respond in an appropriate way. If you have an official response prepared for these situations you are less likely to deal with too much backlash.

The most important thing is letting customers know that their concerns are being heard when they have questions, a complaint or are alerting the company about a particular issue. You should have a response that directs the customers to more information so that they can have a better understanding of the issue and how to deal with it. Having a prepared response can make it easier to respond quickly and efficiently to each customer so that they aren’t waiting too long for an answer.

3. Post User-Generated Content

Aside from responding directly to comments, there are other more creative ways to interact with customers that will keep them engaged and boost the positive opinion of their brand. Posting content that users have created can get people more involved in your social media site and excited about your company. When your content is created by customers it makes them feel that they are part of the topic and add value to your brand.

An easy way to find user-generated content is to hold a contest asking followers to post photos with your product and provide a prize for the best photo. This not only gets people to know your brand better but it also gives them incentive to share photos of your products and spread the word about the company. Followers will have more of a reason to love your brand and connect with you.

4. Avoid too Much Promotional Content

In order to get users to engage and interact more with your brand it is helpful to avoid making every post about self-promotion. Obviously the goal of social media is to promote new products and market your brand but followers will get bored and lose interest in your page if it is too heavily promotional. You will need to be more creative and conversational to get people to respond positively to the content that you post.

You can create posts that simply ask questions, talk about life matters, or discuss current events so that content is not always focused on selling something. Sparking a conversation is the best way to get people to interact with you and remember your brand. As you attract more people through engaging content you can add in the occasional promotional post to push your products as well.

5. Track Your Interactions and Look for Patterns

An important part of social media is making sure to analyze the results of everything you do to see what works and what doesn’t. Take the time to track the kinds of interactions you have with customers to see what gets the best response. Keeping track can also help you ensure that you are always responding to customer concerns and don’t leave any question unanswered.

Analyzing which posts performed the best and which comments got the most positive response can help you tailor your social media presence. You will be able to learn how to adjust your technique and get the most out of your interactions online.

Top Three Social Media Sites for your Business- Instagram, Facebook and LinkedIn

Top Three Social Media Sites for your Business- Instagram, Facebook and LinkedIn

Social media has been a huge game changer when it comes to marketing online and it is crucial that every business has some involvement with social platforms. Social media has made it easier than ever to target customers and communicate directly to them so that you can achieve immediate results. You can tailor each marketing campaign using social media and personalize your ads to cater toward unique customer needs.

When it comes to social media it is easy to get overwhelmed by how many options there are as far as platforms. The most essential sites for a business to get involved in are Instagram, Facebook and LinkedIn. Using these sites for marketing can help narrow your focus so that you are not spending too much energy on several different social media campaigns.

These three sites are the most popular, with the largest demographics and the best options for creating effective ad campaigns that target specific customers. In order to have a good marketing plan for your business you need to be familiar with how these sites work and use them regularly to build up your fan base. Creating interactive marketing campaigns on each of these websites will help you start to see your business grow and expand its influence over time.

The Benefits of Facebook

Even though it has been around a long time Facebook is still considered the top driver of return on investment when it comes to marketing. Many people consider Facebook to be the most effective social media marketing platform on the internet. This is because it remains the most popular social media site that also offers affordable and highly targeted advertising.

Facebook has over 1.4 billions users with over 900 million of those users visiting the site every single day. That popularity provides businesses with the biggest opportunity to reach new people online in a wide variety of different demographics. With the wide reach that Facebook has, most businesses understand how important it is to have a presence on the site.

Facebook encompasses all demographics and people tend to spend a lot of time on the site, usually an average of 40 minutes a day. Their advertising services make it easy to target your campaigns based on location, age, gender, interests, and many other factors. Facebook also offers analytics to help you monitor the success of your ad campaigns and make adjustments whenever necessary.

Staying Connected with Instagram

Instagram was acquired by Facebook in 2012 and its popularity has skyrocketed since then. It is a social media platform that the modern generation has embraced because it is very mobile-friendly, highly visual and allows users to easily generate a mass following. For marketing, Instagram can be the perfect way to connect with users in a way that allows you to showcase your products and appeal to your target audience.

The preferred method of using Instagram is on the smartphone, although there is a desktop version as well. The mobility of Instagram makes it easier for users to see your posts anywhere and be engaged with your company at any point in the day. Visual posts are also a great way to market yourself in a new way that can translate easily over a smartphone.

Marketers on Instagram can also benefit greatly from using hashtags to make their posts and their brand more visible to the platform’s audience. Hashtags are more powerful and used more often on Instagram than any other social media site. They can help you promote your business and make it much easier for customers to find you.

Using LinkedIn for Business Marketing

Although it is geared specifically toward professionals and businesses, LinkedIn can still be a powerful tool for making new connections and marketing toward a target audience. It can be especially useful for business to business marketing because you can find easily find people in certain industries who are interested in what you offer. When it comes to B2B marketing, LinkedIn can be an even more important tool than Facebook.

Statistics suggest that LinkedIn is the most effective platform for marketing product launches and distributing news and information about new products. It is also very effective for lead generation with referral traffic that is higher than many other social media sites. LinkedIn can help businesses reach other businesses and get the word out about new products quickly and effectively.

No matter what audience you are trying to reach, focusing your marketing efforts on a few major social media sites will positively benefit your business. Sites like Facebook, Instagram and LinkedIn can offer you a way to connect with people and create loyal customers. Being visible on the web means taking the time to have a presence on these sites so that you can reach as many people as possible.

The Importance of Social Media for Your Brand

The Importance of Social Media for Your Brand

There are now many facets to marketing your business online and one strategy that continues to grow is social media. More people than ever are joining social media sites and the amount of people using them daily is only expected to keep growing. Social media is not just a place for friends to connect anymore, it represents a huge opportunity for businesses to build their brand and reach a bigger audience.

Because social media has become so important for businesses, ignoring sites like Facebook and Twitter is not really an option anymore if you want to stay competitive in your industry. If people on these sites are more familiar with your competitors because of their social media marketing tactics then you are probably missing out on a lot of key demographics. Marketing on social media is not just a matter of moving with new trends, it is simply a means to communicate in the place where your target audience hangs out.

Engaging with Your Audience

Social media is a very useful marketing tool because it allows you to actually interact with your audience, gauge their interest in your products and your content while also letting you tailor your marketing strategies to what they want to see. Using social media can also help you provide better customer service to your audience which can build up your reputation and create loyal followers. Building up a positive image of your brand on social media can make your overall marketing strategy much easier.

One of the biggest reasons to get your brand active on social media is that your customers will expect you to be available on these sites so that they can learn more about your company. They also expect you to answer their questions and listen to their feedback. There are now millions of businesses using social media sites and not having your brand available on sites like Facebook could mean missing out on a huge audience.

Using Social Media for Ad Campaigns

A major benefit of getting your brand on social media is that you can create tailored and highly focused ad campaigns to market to specific groups. Most social media platforms offer their own paid advertising service such as Facebook Ads and Instagram Ads. These ad services are becoming more important to businesses as they experience a significant boost whenever they launch a social media campaign.

Social media ads make sense for businesses because they are much cheaper than more traditional advertising methods such as tv, radio and print media. You are also able to create your own free promotional posts for organic growth as often as you want. In other words, you can run social media ad campaigns periodically but post regular content on the site to save money.

What makes these ad campaigns especially desirable for businesses is the chance to tailor them to a specific audience through targeted reach strategies. You can show the ad to only certain demographics in order to increase conversions and get a better return. Other types of advertising can be wasteful because they are created for everyone and are often just a shot in the dark in terms of gaining people’s interest.

Another reason social media ad campaigns are helpful is that they provide real time analysis of how your campaigns are performing. You can gauge how much your audience is view and interacting with your ads to make sure you are getting a positive response. You will be able to constantly keep track of how well your ad is doing and find ways to tailor it so that you eventually get the type of results that you are looking for.

Building Brand Awareness

Even if you aren’t using social media ad campaigns very often, simply being involved on social media will help you build brand awareness. Most business leaders agree that social media has a definite impact on people’s familiarity and image of a brand. With social media you are in control of your brand image, can communicate with people and get direct feedback on how people see your brand.

You can use social media to start to build a more loyal following of people who know and love your brand. They might share your content with friends and mention you online so that your positive reputation continues to build. The more that you engage in conversations with people and share valuable content, the more you will be able to build up your brand awareness.

If you haven’t spend much time on social media, it is never too late to start working on your site and launching ad campaigns to get the ball rolling. Once you create a social media strategy you will be able to tailor your content based on your immediate results. The more time you spend on your social media platforms the more you will experience the benefits.

5 Steps to Social Media Domination

5 Steps to Social Media Domination

When it comes to marketing on social media, some companies may not know where to begin and how to get more people involved with their sites. Having an effective social media strategy means understanding what works on certain platforms and what doesn’t.

Performing well on social media does not necessarily mean hitting it hard with a lot of aggressive marketing and posting. It means tailoring your content to reach a target audience and being consistent in your efforts to voice your brand and get people involved. Following up each campaign by studying analytics and constantly fine tuning your techniques can also make a big different in the impact you have on social media.

Here are 5 ways that you can boost your social media strategy:

  1. Focus on the Right Platforms

There are more options than ever for social media channels where marketing can work but you need to make sure that they make sense for your particular brand. Instead of setting up a profile on every social media site you can find, instead look at the demographics of who hangs out on certain channels and consider whether it would benefit you to be there. If you’re not sure you can start with the basics such as Facebook marketing and Twitter posts and then decide if you want to expand to options like Pinterest or Snapchat.

Remember that more social media profiles does not always equal better when it comes to market. Focusing your energy on just a few sites and getting high engagement rates is more useful in the long run than balancing several that aren’t performing as well.

  1. Find Your Audience

While more general social media marketing campaigns may seem like they have broad appeal, it is actually more effective to create custom campaigns that target specific groups. For each campaign you create you can think about your ideal customer based on their age, gender, occupation, interests and other traits to really narrow down the market.

Social media lends itself to this kind of focused marketing because people make this information readily available on their profiles. Tools like Facebook Ads allow you to create custom advertisements that will be shown to the type of audience you choose.

  1. Work on a Content Calendar

As important as what you post is also when and how often you post. Adding content too often can deter people from following you because they will be overwhelmed with too much information. Too little content could mean that people forget about your company and engage more with something else.

It can be helpful to schedule your posts so that you can keep track of the frequency of what you’re posting and don’t end up alienating followers in any way.

  1. Boosting Engagement

One of the crucial aspects of social media marketing is not just creating content but making sure that people interact and engage with it as much as possible. Try to take time to respond to followers and answer their questions or get them involved through tactics such as photo contests. The more you engage with them the more likely they are to remain interested in your brand.

  1. Use Analytics to Your Advantage

In order to understand what works and what doesn’t on your social media page you need to measure engagement and make use of the analytics the site offers. You should always track your social media ROI to determine if your campaigns were successful. Measuring results often allows you to constantly tailor your marketing efforts so that you know what strategies are working as you go.

4 Common Social Media Marketing Myths

4 Common Social Media Marketing Myths

The way that people use social media and the way that businesses market on different platforms continues to evolve and change every year. Brands that are new to social media marketing may have trouble figuring out what their best strategy or approach should be. There are a number of myths and misconceptions that can hinder your ability to be successful on social media.

Understanding these common marketing myths can help you learn more about how to use social media to your advantage.

  1. You Need to Market on Every Social Media Platform

There are social media apps that come and go with their popularity but businesses might feel pressure that they need to be using every new platform available. Some companies might make the extra effort to engage with people on as many social networks as they can but in a lot of cases it may not be necessary. Expending extra energy on a platform that doesn’t suit your brand or where your target audience doesn’t hang out won’t make sense in the long run.

Instead of spreading yourself too thin and diluting your presence online it is a better strategy to focus on platforms where you will get the best results. Even if you are only on a few major platforms it won’t matter as long as you are able to target your audience and reach them directly through those networks. You can also think about which options help to showcase what your brand is about and represent your product or service most effectively.

As long as you focus your attention on a few platforms and are able to generate the results that you want from them there is no reason to add new social media sites to your marketing strategy.

  1. Your Audience Will Come Naturally

Some companies may feel frustrated when they aren’t able to get the type of results they want simply from posting high quality content. People in marketing may believe that as long as you are creating the right material that people want to see then the audience will naturally follow. Unfortunately this is not always the case especially for startups or lesser known brands that are struggling to find their audience.

Even with good content you might need the initially push from paid ads and promotional campaigns to get people to see your brand. Once people are more aware of your company you might see more organic growth through sharing among the audience members. The best strategy however is to start out with some sponsored ads until you see the kind of results you are looking for from social media.

  1. You Need a lot of Followers to Be Successful

While it is always good to have a large amount of followers, it doesn’t always mean that you are getting the kind of interaction that you want from them. Many of your followers may not even be reading your posts or engaging with them which makes the number less meaningful. For smaller companies, the goal is not always just to increase the number of followers but rather to increase engagement.

The number of followers you have can be a good metric for knowing how many people know about your brand and like you enough to subscribe to your posts. When it comes to the audience members that actually are making purchases and getting involved with your brand, that usually is based on engagement. Your success on social media can be determined by how many meaningful interactions you have with your audience and not just the size of the audience itself.

You can start to measure the impact that your ads or regular posts have on social media by looking at engagement data such as likes, comments and shares. Keeping track of these can give you a better idea of your success on social media.

  1. Social Media Strategy is Separate from Other Marketing

Although in some ways social media marketing can stand on its own as an independent strategy, it actually works best when it is used in conjunction with other tactics. It is a good idea to connect your social media strategy with your content marketing, SEO, influencer marketing and personal branding. Even if you have figured how to target your audience and know the best times to post you also need the right kind of content to encourage engagement

Your other marketing strategies draw support and power from your efforts on social media and vice versa. Even if your social media strategy is going well you will need to continue your other marketing efforts and combine them for the best results.

Once you break through these myths about social media marketing you might have a better idea of how to make the most out of all of your advertising and promotional strategies online.

How to Get More Mileage Out of Your Social Media Posts and Website Assets

content-social-mileage With social media marketing, it’s usually a “one and done” type of deal. A post is posted, shared, or Tweeted, never to be repeated again. At least, that used to be the idea of how things were to be done. Nowadays, there are ways to extend the life of your website assets and even share them multiple times on social media. Here are a few ways you can get more mileage from your website assets through social media marketing:

Take Advantage of Trends Like #TBT and #FBF

Throwback Thursdays and Flashback Fridays are very popular social media trends and the good thing is that you can participate every week! Whether it’s re-sharing an old post, or re-posting a nostalgic Instagram post, these are all acceptable ways of keeping your old content and social media posts alive. As we near the end of 2015, sites like Facebook are keen to remind us of past events. Don’t be afraid to incorporate these trends into your social media campaigns.

Keep Adding to Evergreen Pages and Let People Know About It

The purpose of evergreen content is that they stand the test of time. This wouldn’t be possible if you weren’t constantly adding new content, information, and features. Even though the content exists on the same web page and URL, feel free to re-share it on social media once you get a new features such as: video, Q&A, infographics, reviews, and more.

Create a Multi-Part Series and Post the Old Ones to Refresh Peoples’ Memory

Do you have a particular popular blog post that you’re proud of? Feel free to follow-up on that subject to make a part 2,3 or A,B. This also creates linking opportunities for SEO.

If you have an engaging Facebook post with a lot of engagement, you can easily take a screenshot of that and re-ask or ask additional questions. Even if you want to just focus on one particular comment, you can take a screenshot or create a new image from that UGC (user-generated content) to give that topic new life.

Tie Your Existing Content to Current News and Trends

There are many ways that your products/services can relate to current events. For example, if a skateboard manufacturer can tie their posts into recent news of hoverboards catching on fire… specifically to show people that their skateboards don’t spontaneously combust. Be creative!

Repurposing content and social media posts/ideas doesn’t have to be repetitive or trite. The key is to not overdo it and reuse at appropriate times! Check us out on Twitter and Facebook for more information and ideas.

Make the Most Out of Video in Social Media Marketing

The current trend for social media sites is to make business pages less like a static, boring old newspaper and more like an robust, engaging video channel. Check out this example of video as it’s featured on the ABC News Page. The video section on Facebook is becoming more in-your-face and this format is rolling out to Pages soon. Facebook isn’t the first or only social media site to take notice.


Major Social Media Sites Highlighting Videos

The idea of adding videos to Facebook Pages is transforming with current user behavior. As you might know, a majority of Facebook users don’t actually go to business Pages anymore. They consume posts directly from what they see updated from their Feed, without ever going to the actual page itself. And even with the individual post activity, that visibility is dwindling to single digit percentages when compared to the total number of fans.

Ideal Length

The ideal length of an effective video depends on the business and target audience. On average, effective videos on YouTube are around 3 minutes long. Some say that more informative tutorial videos typically hit the 6 minute mark. Others argue that the average consumer doesn’t have that much time to spend and will only be willing to watch videos that are anywhere from 30 seconds to 1 minute & 30 seconds long.

If you’re interested in more options for your business, check out our reel to see what different options are available.

Increase Engagement by Boosting Consumption

Videos give consumers something to look at and provide businesses with more content to work with on social media. This visual content serves the purpose of growing and maintaining a relationship with customers. Video can be used effectively even in the most “old-school” of social media tactics: email marketing. With the rise of HTML5, quick loading videos can be used in email blasts to establish authority, provide entertainment and increase conversions.

Embrace Video

Throughout the rest of this year, expect the use of native video marketing to increase. If you need help or interesting ideas for video marketing for your business, call us today for a free consultation. We have different options including: green screen, product, bio, product videos and more.

Related Articles:
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Do Video Introductions Increase User Engagement?

Integrating Instagram Ads into Social Media Marketing

KIEV UKRAINE - APRIL 30 2015: Hand holds Instagram logoIn terms of social media networks, Instagram is one of the fastest-growing and widely used platforms around the world. It has experienced a meteoric rise since its $1 billion purchase by Facebook three years ago and the network now has 400 million active users making it a high ranking industry giant. Instagram can help maximize your impact with social media marketing and increase your search rank along with high quality content. With a new ad format that was recently introduced to advertisers, Instagram now offers us the chance to more frequently integrate the platform into a social media strategy. With a relatively young audience of 53 percent under the age of 29 it represents a premier opportunity for brands to expand their reach to millennials. Currently 32.5 percent of U.S. companies now use Instagram for marketing purposes and that number is expected to reach over 70 percent by 2017, eventually passing Twitter.

Increasing Your Presence

For companies already using Instagram as a marketing tool, they may know how to use the platform as a kind of digital photo album to increase brand awareness through images and hashtags. High quality images that look natural and less like an advertisement usually get the best response especially for more visual brands. Hashtags can also increase engagement with the photos, allowing you the chance to utilize popular and trending hashtags which can increase your search rank. While this approach is valuable, using the new ad format can add much more to a marketing strategy and help expand awareness of your company. There are now three types of Instagram ads available to marketers- image ads, video ads and carousel ads. These types of ads are closely related to their Facebook counterparts being that the platform is now owned by Facebook.

Using the Ad Format

Image ads are similar to Facebook link ads but have a heavier emphasis on the visual. These provide the ability to add a call-to-action button to an ad to help drive web visits and while still raising brand awareness. Carousel ads allow you to add multiple images within the same ad to showcase more pictures and calls to action with a single targeting option. With video ads you can add up to 30 seconds of moving images; however call-to-action buttons are not yet available for that type of ad. With the new ad format Instagram can be seamlessly integrated with Facebook so that marketers can take advantage of numerous advanced targeting methods. Integrating both platforms with the new Power editor can ensure that you can reach your target audience through a variety of channels. Utilizing Instagram and especially the new ad capabilities can be a huge boost to your social media marketing strategy. If you are looking to enhance your presence and spread awareness of your brand these new ads could be the right choice.

Happy Holidays from Emarketed!

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Happy, Happy Holidays!

Enjoy your time with loved ones and appreciate what you have! Wishing you all the very best this holiday season.

– the Emarketed Team