“I hate Facebook!” Zuck is a bum!” “Zuck doesn’t know what he’s doing!” These are the kind of comments we are finding on Facebook since the latest Facebook algorithm change. People and especially companies are extremely upset with the new Facebook system since it has caused a serious decline in traffic, shares and comments.
Even here at Vodio, we felt the Facebook effect and had to adapt. When I say adapt, I do not mean spending hours trying to break the Facebook algorithm but rather we have started using the ‘human algorithm’. (I’ll explain a little later in the post)
Companies that were focused on trying to figure out the Facebook algorithm were pushing content with descriptions and titles that they suspected Facebook was looking for. Did they succeed? Absolutely!
Their content was being pushed by Facebook and they were getting a lot of attention. The problem is, their success was based on Facebook rather than on user loyalty and they were trying to satisfy an algorithm and not people.
The goal should not be how to get your content to pop up on your user’s Facebook feed but rather how to get your users to start their day by checking in to your page?
But It Worked, So Who Cares, Right?
Ask yourself one question. If you had 10,000 LIKES on your page and they were REAL, why would any algorithm change your success? If you have loyal users and customers, they should be coming to you no matter what Zuck does!
5 Things You Must Stop Doing On Facebook!
1. Stop buying LIKES!
Every new business is pressured to show growth and we would all love to see a chart that looks like this:
When you take a closer look at companies that had an insane Like growth on Facebook, the real picture usualy looks something like this!
Purchasing Likes and other tactics to cosmetically make your page look popular actually causes damage to your company and brand. Those little people pushing up your charts artificially come from countries you have no interest in and what’s worse is, they have no interest in you.
What’s the difference? So happy you asked!
The way Facebook works is it pushes your posts out to a limited number of your fans and IF they react with a comment, share or like, Facebook will show your post to more people which will result in more engagement. When you have 10,000 unengaged purchased Likes from places like India, Bangladesh and Egypt, chances are, your post will show up on some ghost Facebook profile and your content will end up on the cyber dumping ground. Even if you have real fans who are sincerely interested in what you are offering, they will very rarely see your content since those phnatom Likes you purrchaased produced no engagement and your content never eached your real followers!
2. Stop asking every distant cousin to LIKE your Facebook page!
I’ll admit it, I have Liked Facebook pages belonging to friends even though I had absolutely no interest in what they were publishing. I initially tried to explain to them that it won’t help them but when they insisted, I pushed the LIKE button and made them happy. Of course a week later when I unliked their page, they never knew and it didn’t matter.
Instead of spamming your family with Like requests, target markets and people who are actually interested in what your offering. Let your popularity grow, gradually!
3. Do NOT Promote your posts To Zimbabwe!
One of the changes Facebook has apparently made is, it has become a real paid for platform. People seem to be extremely upset with this move by Zuck but with all due respect, Facebook is a business and there is no reason companies shouldn’t pay to have thier posts advertised to over a billion people!
Yes, till now it was mostly free but Facebook has decided to make money and if that upsets you, maybe you should get out of the business of..business!
Those who pay for TARGETED promoted posts and engagement will receive a stronger push from Facebook. However, when pressing promote, make sure your’e aiming for the right market. Spending money by promoting your content to everyone will give you as much reach as Facebook promises but it might come from places like Zimbabwe or from famous Like farms in India and other developing countries.
Facebook allows you to define exactly who your target market is and who you would like to reach and when. If all you’re looking for is number, leave everything blank and depending how much you pay Facebook, you can reach millions. BUT, if you are looking for quality engagement, be as specific as possible when it comes to defining your target market.
4. Do NOT Be Spammy
This is perhaps is the most common and annoying mistake companies are making. The cute ‘LOL cat’ type posts are OK when it is published by someone you know but when a company writes, “Your not going to believe” or “This is the most amazing..” or any other desperate attempt to catch the attention of potential fans it is better known as SPAM! These posts are exactly what Facebook seems to be targeting for destruction.
You own a business? You believe your company has something valuable to offer people? Tell them about it and stop trying to hook people in with witty, meaningless messages. Your Facebook post should have a clear message as to what value you are offering and it should be an invitation for engagement. Even when you are publishing fun content, leave it at that. Keep the voice on your company page as human as it is on your persoanl page. People like engaging with people, not businesses.
5. Do NOT Be Impatient!
If I had to crown one of these five Facebook sins as the cardinal and mother of all sins, it would be the lack of patience. Old time marketing meant numbers and a clear ROI and it is very difficult for those who belong to that world to understand the idea or the value of social media which in traditionally ROI numbers is difficult to measure.
If you’re one of those lucky social media people who are working for a CEO who doesn’t get it, read this!
The truth is, many social media people are as guilty as those who are non believers. How many of you reading this have transgressed at least two of the five sins mentioned in this post? Grow your company and develop your brand. Remember, nerither Rome or Google were built in a day!
Here are a couple of points to think about when using Facebook as a marketing platform.
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