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Social Media Marketeers
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Revealing the Hidden Secrets of Facebook Relationships and How You Can Harness them for Increased Traffic
Harness the Sheer Power of Social Media Marketing by Making the Most of Your facebook Relationships ďƒ¨ Click here to Grab Your Copy ďƒ§ Page 2
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Contents
Social Media Marketeers
Introduction ............................................................................... 4 Mistake #1 – Failing to Understand Facebook’s Foibles ........... 6 Mistake #2 – Broadcasting Your Messages ................................ 8 Mistake #3 – Focusing on Fan Numbers ................................. 10 Mistake #4 – Focusing Just on What You Want ...................... 11 Mistake #5 – Ignoring Statistics ............................................... 13 Facebook Insights.................................................................. 13 Facebook EdgeRank .............................................................. 14 Affinity ................................................................................... 14 Recent Posts ........................................................................... 15 Edge Weight........................................................................... 15 Final Words .............................................................................. 17
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Introduction It’s no secret that Facebook has grown to become the largest and most visited social networking site in the world. Aside from the billions of regular social users who log into their Facebook accounts multiple times each day, millions of businesses have also found plenty of benefits from joining the social networking revolution. Many business owners have reported increased sales and boosted profits after learning to successfully leverage the power of Facebook and social media marketing. Unfortunately, many more small businesses fail to master even the basics. The problem is that finding accurate information about marketing and advertising on Facebook can be challenging. Of course, there is plenty of advice available about Facebook marketing. Just do a quick search on your favourite search engine and you’ll see plenty of people touting their methods for gaining attention on Facebook. Yet, for every good tip you receive, you can count on receiving quite a few misleading ones as well. Mastering the techniques behind solid, effective Facebook marketing efforts doesn’t have to be difficult. In fact, as long as you can avoid making a few very common mistakes, you should find your efforts are rewarded very well.
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www.socialmediamarketeers.imrtl.com Let’s take a look at some of the more detrimental mistakes far too many marketers make when they try to harness the true power behind advertising and marketing on Facebook.
Social Media Marketeers
Are you ready to get started? Let’s get into it‌
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Mistake #1 – Failing to Understand Facebook’s Foibles Let’s face it – Facebook is a relatively new medium for businesses. This leaves plenty of people assuming it’s just the same as owning another web page or another form of email list. It also means far too many small businesses fail to explore all the little differences Facebook can offer to help enhance marketing efforts. Customizing a Facebook Fan Page shouldn’t take long. Likewise, completing as much business information as possible in the Info tab should only take a few minutes. Unfortunately, this is where most small businesses stop their efforts and expect to see great results. What they’re missing is that many visitors to a Facebook Page may never get beyond the custom tab they see before they hit the ‘Like’ button. In fact, recent statistics have shown that only around 1% of total fans who Like a page go back to view it more than once. You may even have set up a specific ‘Welcome’ tab to greet new fans as they arrive, but once again, many people may
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Social Media Marketeers
miss this completely if they head straight for your page’s wall instead. Always keep in mind that Facebook shouldn’t be your intended website-replacement. It’s a social media platform, used by people who wish to socialize and hang out. For this reason, it’s always wise to keep in mind that your page’s visitors are not there to support your business. Rather – they are there to learn more about what you offer via the posts showing on your wall. Learn all you can about the vast differences involved in marketing directly to people using a social networking platform. Then do your best to incorporate these tactics in your own marketing plans.
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Mistake #2 – Broadcasting Your Messages The whole idea of advertising on Facebook is to advertise your products or services – right? Not exactly. You see, while your strategy should include a way to inform visitors to your page about any specials or discounts or new products you’re offering, sending broadcast messages is definitely not the way to do it. In fact, recent polls show that business owners that constantly broadcast sales hype over Facebook end up losing fans rather than increasing sales. This is because fans are seeking a way to connect and interact with you. They want to see that there’s a real person behind the marketing hype who cares about what customers think and want and need. Rather than simply broadcast sales pitches to the people following your page, think of ways to offer fans genuine, relevant content. Your job is to find ways to interact with your prospects and give them reasons to WANT to connect with you. Posting this type of content will keep them engaged and increase interaction levels.
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Stop thinking only about what Facebook can do for your profits and start thinking about what you can offer your customers. This will give them a more authentic online experience with your business that ultimately builds trust. If you focus on offering good quality content that doesn’t simply push your product in people’s faces, you stand a much better chance of avoiding this mistake.
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Mistake #3 – Focusing on Fan Numbers Plenty of business owners believe that having massive fan numbers on their Facebook page will automatically mean huge profits in return. This simply isn’t true. The number of people who ‘Like’ your page might seem enormous and might be a fun number to throw around to impress friends, but what does it really mean for your business? As mentioned in a previous mistake, statistics show that less than 1% of your fans will return to view your page. This means the only times they will hear from you is in their own news feed, once you’ve posted something for them to read about. This is one reason why thinking about attracting new fans with one-time contests may not always be as productive as many people assume. Once that contest is over, what real reason do those people have for interacting with you? Even though they may see your news feed posts, do they have a compelling enough reason to interact and become a part of the business community you’re trying to put together? Attracting high fan numbers does not mean you have an automatically captive audience. It only gives you the opportunity to find ways to capture their interest, or your page loses all its value.
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Mistake #4 – Focusing Just on What You Want Obviously, the primary reason most people go into business is to make a profit. In order to do this, they need to find new and interesting ways to keep bringing in new customers. Off-line marketing tactics usually involve trying hard to spread your sales message as far and as wide as you possibly can. The aim is to try and reach even a few potential new prospects who may just turn into paying customers. Unfortunately, when you’re dealing with Facebook for your marketing efforts, trying to focus on driving more sales for yourself simply doesn’t work for the online masses. Always keep in mind that talking about yourself and your business all the time – to the exclusion of all else – is actually very boring for your audience. Think carefully about why people log into Facebook in the first place. They are there to interact with friends, family, acquaintances and others they may have been introduced to. They want to hang out, learn some interesting information, laugh at silly wall posts, see what’s going on in their community – and just generally be social.
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Trying hard to capture their attention by telling them all about you isn’t a positive way to try and get your audience to relate to your business or your products. You can avoid this mistake easily by thinking about what your customers actually want. Then aim your posts and updates around these things. You’ll find that your response rates are improved if you aim your posts and updates around what might interest them – instead of what you want.
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Mistake #5 – Ignoring Statistics Hanging all your Facebook marketing hopes on the number of fans you’ve attracted – and ignoring all else – is a big mistake. You see every single piece of advertising or marketing you do both offline and online, should be tracked and analyzed for results. The only possible way any marketer can understand whether their tactics are actually working or not is to keep a close eye on metrics and analysis figures. Facebook offers some quite in-depth statistics that you should make good use of at every opportunity. Both Facebook Insights and EdgeRank should feature prominently in your stat tracking.
Facebook Insights Facebook Insights provide you with relevant metrics that help you track the performance and response for your pages. You can easily download your stats to Microsoft Excel and analyze them at your leisure. By analyzing trends displayed clearly on Insights, a business owner has the opportunity to analyze any emerging trends and see which types of content are actually eliciting responses from an audience. Page 13
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Facebook EdgeRank EdgeRank is like an algorithm that actually works out which news feed posts people see over other posts. It works out which of your fans view your posts as being worthwhile. The precise algorithm isn’t rocket science. It simply looks at various updates made by any given user that give him or her the ‘edge’ over other users within a social network. For example, if you post a status update, that’s an edge. If you like someone else’s status update, that’s an edge for both of you. If you load a new photo or video, it’s definitely an edge (especially when you figure that photos are the most viewed items on Facebook!). Every time you interact, you create a little piece of content that is added to the algorithm and titled an ‘edge’. If you log into your Facebook account right now and take a look at your news feed, you’ll see some of your friends’ updates listed there. You won’t see them all. This is because your EdgeRank is comprised of three different elements.
Affinity The Affinity score is actually based on how ‘friendly’ you are with another person. If you frequently look at another person’s profile or interact with them often, you’ll see their Page 14
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updates pop up all the time. However, for those friends you rarely respond to or interact with – their updates may not even show on your feed at all.
Recent Posts Obviously, the more recent the post or update, the more likely it is to appear at the top of your feed. Old news tends to disappear off the bottom of the page into oblivion, while new updates and breaking news will appear near the top.
Edge Weight The formula behind Edge Weight simply allows for some content to be displayed in news feeds instead of others. For example, if you ‘Like’ someone else’s status, this is an update. However, if you post a photo, this is considered far more relevant news than what you ‘Liked’ and so the photo is more likely to appear instead. However, don’t make the mistake of thinking that you need to add photos to every update you post. This simply won’t work. The algorithm also takes into account what other people’s social browsing preferences are too. For example, if you’re the type of person who really likes to browse photos on other people’s profiles, you’re more likely to see photos appearing. However, if you’re the type of person who is happier to engage in lively conversations that stem from longer posts, these are the type of updates you’re likely to see. Page 15
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Convert that logic over to what your audience is seeing and relate it to the types of updates you want to post. Obviously, you’ll want to maximize what types of things they see from your page, so being aware of your own statistics and analytical data will give you the best way to do this.
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Social Media Marketeers
Final Words Marketing your business on Facebook can offer you a brilliant opportunity to really grow and enhance your business. The sheer power and reach of social networking media really does help broaden your customer base and increase brand awareness for your business or products. Just be certain you aren’t making these common mistakes. Work on ways to avoid these and you can be sure you’ll see far better results from your marketing efforts than you expect.
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Here's to your success!
Peter & Clive Your Social Media Marketeers “Committed to Effective Social Media Marketing�
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