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Facebook Has Made New Algorithm Updates: Spammy Social Marketers Beware!

16 Wednesday Apr 2014

Posted by leonidesignoryblog in Facebook, SPAM, Uncategorized

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Behavior, Best Practices, Branding, Community, Community Management, Content, Engagement, Facebook, Marketing, Research, Social Customer, Social Media, Social Media Marketing, Social Networks, Strategy

Facebook has made an update to the News Feed algorithm that has been a long time coming. If you are like me, you are very tired of being asked to Like a photo to save a baby seal or seeing the same content over and over. This kind of content is NOT social media marketing. Thanks to the most recent Facebook News Feed algorithm update, spammy marketers will have their page content devalued. These people will undoubtedly be the most vocal when it comes to the reduced Reach conversation, but that is another blog post entirely. Before we dive into the changes, let’s revisit what makes the newsfeed algorithm tick. In short, the more engagement you get, the more people you will reach.  If you want a more lengthy explanation, take a peek at this great graphic from TechCrunch

facebook-news-feed-edgerank-algorithm

You might notice that this equation doesn’t include Negative Feedback which is another important aspect of the algorithm. The recent updates were actually developed by monitoring what triggers a Negative Feedback action and appear to be a step in the right direction when it comes to user experience. Here are the updates Facebook has made to stick it to spammy social marketers.

Frequently Circulated Content

If you are in the habit of just reposting what you have seen work for other pages on Facebook, stop what you are doing. The News Feed has been optimized to de-emphasize pages that publish content that has already been uploaded to Facebook over and over again. Early testing of this update has shown that people hide 10% fewer stories overall.  Many marketers switched from content creating to content curating last year, however it looks like it’s time to think about switching back.

Spammy Links

With the explosion of publishing on Facebook came the rise of super spammy links. You know exactly which ones I am talking about. Spammy links feature misleading titles that prompt users to visit websites that promise awesome things like cute baby animals but then serve a website riddled with ads. By measuring how frequently users engage with the original post containing that link, Facebook is now able to better detect these spammy links. Early testing of this update has shown a 5% increase in people clicking on links that take them off of Facebook. This demonstrates that people are seeing more relevant and valuable content in their News Feeds.  Be sure that your messaging about a link is accurate and engaging enough to get people to leave feedback.

Like-baiting

Like-baiting is pretty straight forward and we have all seen these posts. Any post that explicitly asks users to Like, Comment or Share the post in order to get further distribution is considered like-bait. It used to be social media best practice to include a call to action in each post. Well, it might be time to take a different approach. Facebook has made a change to better detect these posts and make sure that they aren’t shown more prominently over content from users’ friends or highly relevant pages. Facebook says that this update won’t impact pages that are genuinely trying to encourage discussion, only those pages that repeatedly ask for engagement. I would suggest that you don’t need to abandon this approach altogether, however few and far between might be the best bet.

So what have we learned? People don’t like spam in their News Feeds and neither does Facebook. These slight updates to the algorithm should hopefully make big impacts when it comes to user experience. How can you ensure that your Facebook content strategy isn’t considered spammy?

  • Do your best to start creating fresh content. Even if you see something that is working for another brand, try to recreate it with your own spin. As marketers we have to begin creating new stories and not just retelling old ones. I would recommend starting with a blog.
  • Make sure that the text and titles that accompany the links you publish are accurate. Bait and switch will no longer be effective.
  • Continue to encourage people to engage with your content, however do so with restraint. Great content doesn’t always need a call to action. People know what to do at this point.

Cross posted with permission from Social Media Today

Authored by: Nathan Mendenhall

 

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The Forgotten Social Media Metric: You =

15 Sunday Dec 2013

Posted by leonidesignoryblog in community manager, Google+, LInkedIn, Marketing, Multi Channel Marketing, Online Marketing, Pinterest, PR, Twitter, YouTube

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Behavior, Community, Community Management, Engagement, Infographics, Research, Social Media, social media manager, Social Media Marketing

Social Media Managers are a weird species. If you take a look at the LinkedIn profile of any real Digital Marketer or Social Media Marketer, you’ll notice that their skills vary from Analytics, to Marketing and Promotions, to Client Relationships to severe alcoholism. And what’s even weirder – they’re actually endorsed for all of those things (especially the alcoholism).

It’s no secret that there are a vast array of skills you need to succeed in social media – and that every social media marketer and community manager is constantly working at enhacing those skills and picking up some more in the process. Makes you think we should really be getting paid more!

Looking at it from a broad perspective, the following skills are what are probably the most important “buckets” as such that community managers need to focus on:

  • Interaction & People Skills
  • Content Skills
  • Project Management Skills
  • Analytical Skills
  • Crisis Management Skills
  • Technical Skills
  • Marketing & Promotional Skills
  • Ethics

That probably covers all the aspects of community and social media management. An interesting infographic from GetSatisfaction I came across also talks about the various duties a community manager undertakes – pretty nifty I thought. Many Hats of a Community Manager

But do you as a community manager know how good you are in each of these skills? Can you honestly say that yes, you’re good at Analytics, or no you’re not good at Project Management?

Circus Social has put together a fairly in-depth quiz, a 40 question multiple choice one that asseses you on these very categories. The quiz has a massive question bank out of which you get 40 questions at random that give you real life social media situations with three options that you can choose from. On completing the quiz, you get a breakdown of your score by each category – how well you did in Analytics, how well you did in Project Management, how well you did in Ethics etc. It gives you an interesting insight into your strengths and weaknesses as a social media manager and gives you the major pain points where you need to focus to become a better and well rounded social media and community manager.

Results Breakdown of the Social Media Manager's QuizOn being graded against other social media managers – you can actually see whether you’re really lacking in a field where everyone is excelleing, or whether you’re lacking in a field in which the general expertise level of social media managers is pretty low.

Sure, you can always measure how well your community is doing or how well your Facebook page and Twitter account are doing when you track engagement and re-tweets – but could it be possible that the reason you’re not getting enough retweets or not getting enough engagement be because you’re lacking something in Project Management and need to rethink the way you execute a campaign?

Could it be that you’re lacking in Analytics – and therefore need to get better at tracking results and engagement to amplify certain parts of your content? Or could it just be that you’re lacking in Marketing and Promotions as a social media manager and need to rethink how the marketing works around your brand.

There are plenty of tools out there that let you evaluate your page performance and track mentions for your brand, but maybe it’s time that we take a look inside ourselves as social media managers and tried to find what part of our personality isn’t making our social media campaigns work.

 

Cross posted by permission Social Media Today

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10 Powerful Tips to Increase Fan Engagement on Facebook

01 Sunday Dec 2013

Posted by leonidesignoryblog in Facebook, SPAM

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Brands, Business, concise, day, Engagement, Facebook, Facebook Marketing, frequent, Marketing, Page, post, Publishing, Research, retailers, Social Media, Social Media Marketing, time, Tips, Twitter, YouTube

Facebook is the social network preferred by most businesses when planning and implementing their social media marketing strategy.10 Powerful tips to increase Facebook Fan Engagement

Even though Twitter and YouTube are large social media networks, Facebook provides a marketing ecosystem that is multi-media rich and broad. There are literally tens of thousands of apps that can assist business with marketing on Facebook.

Even though it feels like Facebook has been part of our lives forever it must be noted that Facebook “Pages” for Business have only been with us for barely 3 years!

Business is Still Learning How to Use Facebook

Businesses are still learning the most effective tactics to apply when participating and engaging on Facebook.

The questions often being asked are

1. How often should we post?

2. What type of posts will drive fan engagement?

3. When should we publish our wall updates?

Research by Buddy Media reveals ways to create the most effective engagement for retailers when interacting with their fans on Facebook.

The findings reveal some interesting ways to increase the success of your Facebook marketing.

Even though this research was obtained from analyzing user engagement from the top 100 retailers Facebook pages during a 6 month period in 2011, some of the lessons outlined here could be applied to a wide range of business categories.

Here are the findings of the research.

1. Best time to post on Facebook

The analysis showed that it was best to post during times when fans were not at work and between the hours of 8pm and 7am. So to increase your “likes” and “comments”, post during “non-busy” hours.

Best time to post on Facebook

2. Best day to post on Facebook

Most of the brands researched posted regularly throughout the week. To improve engagement it is best to publish on Wednesdays and Sundays.

Best Day to Post on Facebook

3. How often should you post every day?

The research showed that quality not quantity counts when  publishing to your wall. One or two brand posts receive 32% higher “like” rates and 73% comment rates compared to posting 3 or more times a day.

How often you should be posting to Facebook per day

4. Most effective weekly post frequency

Achieve maximum user engagement by not over crowding users’ News Feeds with too many Posts during the week. Posting one to four times produces 71% higher user engagement than five or more Posts in a given

week for retail brands.

Facebook weekly post frequency

5. Length of posts

Retail brand Wall Posts less than 80 characters in length receive 66% higher engagement than longer Posts. Very concise Posts – those between one and 40 characters – generate highest engagement. Only 5% of all retail brand Wall Posts are less than 40 characters in length, even though these receive 86% higher fan engagement.

Keep Facebook posts short

6. Facebook post content

To begin a dialogue with fans, ask questions. Although retail brand Wall Posts containing questions receive slightly lower overall user engagement (‘likes’ and Comments), this type of Post generates mor e than double the amount of Comments as “non-question” Posts.

Retail brands looking to get fans talking (i.e., increase their Post Comment rates) should use “question” Posts.

Use OPen Questions on Facebook

7. Facebook post structure

One of the most underutilized Post techniques is one of the most engaging. Data shows that brand Posts employing the fill in the blank strategy (eg. I like…..) generate Comment rates nine times higher than other Post strategies. The data supports that this is a proven strategy unique to the retail industry, yet less than 1% of retail brands are utilizing this tactic.

Fill in the blanks posts on Facebook receive 9 times more comments

8. Key words for Facebook offers

When it comes to deals, fans look for a straightforward offer. The top ten sales keywords were analyzed to determine which receive the most user engagement. The data indicates that retail brand Posts containing the sales keywords “$ off” and “coupon” receive the highest fan engagement. Retail brand Posts containing “$ off” receive a 55% higher user engagement rate, followed by Posts containing the word “coupon,” which is 39% above the average.

Popular sales keywords, such as “sale” and “% off,” receive the lowest fan engagement.

Key Words for Facebook Offers

9. Coupon offers

Fans engage well with coupons. When offering coupons, don’t make fans do the math. The data indicates that “$ off” offers generate twice the engagement of “% off” offers for the retail industry. Even small “$ off” discounts – less than $10 – receive 17% higher engagement than “% off” promotions, showing that fans prefer tangible cash discounts, even if the actual dollar discount is small.

Dollars off works best on Facebook

Percentage off doesn't work as well as dollars off on Facebook

10. Keep posts simple

While interesting content can be added to W all Posts in the form of links, photos and videos, our data ind icates that simple Posts achieve the most engagement. The two most effective types of retail brand Posts contain a single photo attachment or use only words. Status-only Posts – Posts only containing words – receive 94% higher engagement than average.

Avoid more complicated Posts, such as those with attached links and thumbnail photos.

Avoid complicated wall posts on Facebook

Written by Jeff Bullas
Read more at http://www.jeffbullas.com/2012/02/29/10-powerful-tips-to-increase-fan-engagement-on-facebook/#0QGTdwAVV5CmH8dm.99

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