A blog post by Forbes contributor Ewan Spence this week confirmed what I’ve been hearing — and experiencing — as the administrator of Facebook business pages: They are becoming a paid marketing and public relations channel. The days of “free” organic reach on this massive social network are dwindling with each passing year.
Citing research by Social@Ogilvy, Spence noted: “From 16% of followers of a brand page being shown a piece of content in 2012, the percentage of organic reach has dropped to roughly 6% in February 2014 for an average page, and just 2% for large pages with more than 500,000 likes.”
He adds: “And the unofficial advice from Facebook sources to community managers noted in the report? Expect it to approach zero in the foreseeable future.”
This confirms a belief of mine: You need an integrated approach to social media marketing. Don’t get overly dependent on Facebook, especially if you have a limited budget.
Strongly consider channels such as blogs, YouTube, Pinterest. LinkedIn. Twitter, Instagram… and, dare I say, Google+ when researching and planning your strategic public relations and marketing plans. Think outside the Facebook box.
You may have noticed that I used the terms “public relations” and “marketing” in the previous sentence. I find this excerpt from the excellent new book Marketing the Moon: The Selling of the Apollo Lunar Program by David Meerman Scott and Richard Jurek very helpful:
“The concepts of marketing and public relations are often used interchangeably, even by those who are involved in the field. There are many definitions of both terms, but simply, ‘marketing’ is a multidisciplinary process by which a company or institution actively promotes, sells, or distributes a product, idea, or service to potential customers. ‘Public relations,’ on the other hand, is a process (an aspect of marketing, in fact), by which a company or an institution tries to encourage broad, public understanding and acceptance of an idea, product, or service among its various potential audiences.”
Any thoughts on the changing role of Facebook in your marketing and public communications strategies? Please comment.
At a recent Cincinnati PRSA breakfast, Matt Trotta, BuzzFeed’s East Coast vice president, explained how brands can increase brand affinity and purchase intent by creating quality content that users want to see and share with their friends. (BuzzFeed is a news and entertainment website – http://en.wikipedia.org/wiki/BuzzFeed)
He first gave this view of the media landscape:
- Mobile is the future
- Social is mobile (BuzzFeed had 100 million visitors last month, and 50-60 percent shared content via mobile.)
- Animals have become the new Leisure section (Millennials have grown up with cute animals… It’s about content you know your audience wants.)
BuzzFeed has learned this about content:
- Readers want to be inspired
- Identify niche communities and create content for them
- Humor is popular
- People love to share nostalgia and talk about it
- Cute animals deserve respect
- Lists are popular: 31 things no one tells you about being a parent, etc.
“Good content will find its audience,”Trotta said. “When you create more content over time, you will see your lift go up… you will find what works. Be sure to create content in the voice of the brand that the audience will share. Experiment. Keep trying.”
A good practice is to be on the alert for hot topics… where it makes sense to join the conversation in brand voice. Also, have “evergreen” content ready for use.
BuzzFeed uses a real-time dashboard to measure social views… and has learned how different content behaves differently on different platforms. For example, content stays hot on Twitter for 24/48 hours and dies off. Meanwhile, DIY, food and beauty content grows in popularity on Pinterest over 30 days. By the way, funny content is more likely to be shared on Facebook.
Examples of good social campaigns, with audiences pulling content to reinforce brand identity: Pampers Love, Sleep and Play created content around a busy baby. Charmin’s 14 things only read in a bathroom. Columbia jackets’ regional campaigns – 10 ways to survive Midwest winter, and New England winter.
Some food for thought as you develop content strategies!
Many times, I thought about scrapping this blog. Due to a demanding job and a desire to spend my spare time with family (doing things like attending a basketball game at my alma mater), this communication vehicle veered off the priority list.
But there are so many interesting things happening, that I’ve decided to pull this out of storage!
As time goes on, I’ll share reports on great books such as Socialized! How the Most Successful Businesses Harness the Power of Social by Mark Fidelman and ePatient 2015: 15 Surprising Trends Changing Health Care by Rohit Bhargava and Fard Johnmar. I’ll give you highlights from talks like the one Matt Trotta of BuzzFeed gave at Cincinnati PRSA this week and Krista Neher of Bootcamp Digital presents on a regular basis. I also plan to interview some of great social media and digital gurus such as Kevin Dugan.
Yes, there are lots of great things happening in social media and digital. Time to shift this baby from park to drive.
Hello. I’m back! Have been busy with other priorities, but wanted to share a link to a guest blog post I did about the great things that acre coming in health care social media (#hcsm). Please take five or 10 minutes to read this list I did for the new List My Social Media blog. Meantime, I continue to share via @MikeBoehmer57 on Twitter. All the best to you!
- Health Care Cost Savings Calculator #paperli barackobama.com/health-care-co… 10 hours ago
- SXSW: What Social Media Analytics and Data Can't Tell You | LinkedIn linkedin.com/today/post/art… 10 hours ago
- Read The MikeBoehmer57 Daily ▸ paper.li/MikeBoehmer57 10 hours ago
- Facebook Continues Redesign Rollout With New Look for Pages mashable.com/2014/03/10/fac… via @mashable 20 hours ago
- 20 Things Your Most Annoying Friends Do on Facebook mashable.com/2012/08/14/fac… via @mashable 1 day ago
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