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Think outside of the Facebook box

FacebookA 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.

 

 

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Come join me on Twitter, Pinterest, LinkedIn…

September 29, 2012 Leave a comment

Took this photo of one of the few Southwest Ohio ash trees not affected by the emerald ash borer with Instagram while relaxing on the trampoline with my iPad and Android phone.

Sorry for backing away from my commitment of posting on this blog every Saturday morning. I’ve been super busy with my day job and family commitments. Life is definitely full and good.

But I haven’t slowed down from my goal of sharing (hopefully) valuable information about social media, public relations, digital marketing, video and other topics via Twitter, LinkedIn Google+, Pinterest and Facebook (although the later is mostly friends and family stuff). I’ve really enjoyed sharing and viewing photos on Instagram.

So, please, if you haven’t already, please follow:

MikeBoehmer57 on Twitter,

Mike Boehmer, APR on LinkedIn

MikeBoehmer57 on Pinterest

Mike Boehmer on Google+

Every morning, I start my day with a read of the MikeBoehmer57 Daily on Paper.Li. I tweet a link to the paper, a compilation of insightful shares from the great people and organizations I follow on Twitter. I also tweet links to one or two of the top stories I find interesting. As the day unfolds, I also tweet or otherwise share stuff I read in books and blogs as well as updates from luncheons, conferences, webinars and the like.

So I haven’t just been chillin’ in the back yard! I really want to contribute to this great world of social media, one that has shared so much great information and so many wonderful insights with me. I want to give back.

 

Ways to increase fan base (Likes) on Facebook

February 25, 2012 4 comments

Recently, several people  have asked me for ways to get more people to like their Facebook business page. Here are a few thoughts that popped into my head:

(1) Create and implement a content plan that includes daily status updates, including in the evening/possibly use HootSuite to time delay. Analyze your fan base. Provide content of value to followers; not just marketing stuff bragging about yourself.

(2) Do a targeted Facebook ad – target your geographic area, use keywords relevant to your business strategy, use logo and link to FB page. Can do daily per-click budget ($10 or $20 per day) for limited duration.

(3) Partner with other organizations and key influencers (Example: top local fitness blogger.)

(4) Integrate with traditional PR/marketing – newsletter, media coverage, events, etc.

I posted the list on Facebook — of course — and invited others to add. Matthew Dooley of Cincinnati offered these:

(5) Run a contest or give-away (using a third-party app)

(6) Tag other pages in your posts (when relevant). Like and comment on their posts.

(7) Create a landing tab for non-fans.

(8) Use multi-media (photos, videos) to stand out in the news feed.

(9) Ask fans to comment on and like your posts. Like-if, would you rather, and fill in the blanks.

(10) Post stuff people care about, not just you and your product/service.

Please offer your additions in the comments. Maybe you’ll win a prize. :-)

Categories: Facebook Tags:

Social media and healthcare

January 22, 2011 4 comments

In the past couple of months, I’ve immersed myself in the study of healthcare social media.

I’m finding vast potential for connecting healthcare organizations with key communities such as patients and their family members, physicians, nurses, those who govern and regulate the industry…

Like government (where I formerly worked), healthcare as a whole seems to have many fears and concerns when it comes to social media marketing:

Technical issues. Some, especially those in IT, are concerned about matters such as hacking and viruses. Yet they are willing to learn and take steps to prevent problems in these areas.

Privacy. Others, mainly in the HR arena, fear that employees will divulge confidential or inappropriate information. They cite cases where hospital employees have actually posted photos on Facebook of emergency room patients, or carelessly vented about a difficult situation. Yet they are willing to adopt policies similar to those that have protected other organizations from such risks.

Time. Many, mainly in PR and marketing, wonder where they’ll find the time to monitor social media, respond to comments, and otherwise engage with key influencers. After all, social media marketing is a commitment, not a campaign. It takes up some of your precious time, those minutes and hours that you could be finishing that important task on your to-do list. Yet they are excited about the effectiveness of going direct with members of their key audiences and markets — about bypassing the media filter, DVR’s/Tivo, and subscription radio. They are willing to try new time management practies.

No first-hand experience. Yet others, with a variety of backgrounds, don’t use social media in their personal lives. They don’t Facebook or visit the blogosphere. Some are private people who don’t want to share on the Internet. Others don’t like communicating via computer. Many say they’re too busy. A variety of reasons. Yet they know they are late adopters who may have to at least give it a try. Social media isn’t for everyone — yet. Neither was the telephone, the radio, the television, the Internet, e-mail or other commonplace parts of our daily lives early in their adoption phases. Take a look at Social Media Revolution 2.

Overall, my early assessment is that healthcare in general will  slowly but surely move ahead with social media marketing. I’m really encouraged by organizations such as the Mayo Clinic Center for Social Media. Great things lie ahead. I’m excited to be a part of them.

Stats for the social media doubters

September 16, 2010 2 comments

Ever run into those Doubting Thomases? You know, the ones who pooh-pooh social media. They dismiss Twitter as a place where people only talk about what they had for lunch. They define Facebook as a time-waster frequented by people from their past, folks they’d hoped to elude for good. They don’t read them-there blobs, er blogs.

Here are some nuggets from Boot Camp Digital that you might want to share with them:

 

  • Social media has overtaken porn as the No. 1 activity online.
  • More people check Facebook each day than listen to the radio or read a newspaper.
  • More people use social networks than e-mail.

If that doesn’t wow them, you could try these:

  • 75 percent of adults 18-24 have a profile on a social networking site.
  • 80 percent of Generation X (33-44) Internet users buy products online.
  • 96 percent of millennials have joined a social network.
  • 26 billion videos are viewed per month in the United States alone. (Online video is more th 60  percent of all Internet traffic.)

And you could add these stats:

Years to reach 50 million users:
* Radio, 38 years
* Television, 14 years
* Internet, 4 years
* iPod, 3 years
Facebook added more than 200 million users in less than a year.

Give them a taste of what’s coming with these mobile numbers:

  • There are four times as many mobile users as Internet users.
  • 33 percent of phones use high-speed data service (iPhone, BlackBerry, Android).
  • Over 3 billion iPhone apps have been downloaded.

If that doesn’t erase some doubts, just sit back and be patient. Tell them what you’re having for lunch. Invite one of their old “friends.” Post a picture of them on your blog. Share a video….

Do you Like Facebook?

April 24, 2010 2 comments

Either you “like” Facebook. Or you don’t.

I’ve encountered a digital divide of sorts this week — a big one for Facebook with the announcement of Facebook’s Like, a tool for connecting all Web pages to the social networking platform.

On the one hand, I’ve connected with those who see the vast potential of Facebook. They jumped at the opportunity to add Facebook Like to their blog or website. One even e-mailed me the code for incorporating the feature into the Hamilton County Department of Job and Family Services website. (I’ve probably read 25 articles about Like in two days to gain a better understanding. It takes a lot of information for me sometimes!)

On the other, there are those who don’t use Facebook, but make key decisions regarding their organization’s use of it. A PR contact wondered what to do because a top exec wanted to delete the organization’s Facebook page after seeing “inappropriate” photos on a fan’s personal page. I responded that it’s not the organization who is posting these photos; it’s the fan’s personal page. My wife suggested that Facebook may have a feature for hiding fans, or friends, or whatever the latest term may be. All three of us wondered who has the time to snoop at all of their page’s fans’ personal photos anyway.

I’m connected with so many people who have made Facebook a part of their daily routine that I forget that lots of folks don’t like it — mainly because of privacy concerns and time constraints.

I have to keep this in mind while preparing for talks such as those I’ll give soon to groups such as government Information Systems leaders from across Ohio and the Ohio Job and Family Services Directors Association.

I’ll be talking with people who could spend a lunchtime conversing about Facebook Like — and those who could occupy an hour asking questions about how to do a status update or comment on one.

To cover my bases, I created a handout with a paragraph describing each of the major social networking platforms on one side. The other gives the latest statistics showing how many people use them — and the tremendous growth of the past several years.

I hope they like it!

What has been your experience with the Facebook digital divide? Any thoughts on this topic?

Categories: Facebook, Uncategorized Tags: