Tag Archives: top 3

“Story Bumping” and what it means for your brand’s Facebook strategy

Facebook has recently taken steps to provide more transparency around the way that their platform works. These steps have ranged from reconfiguring Facebook for Business to releasing information about upcoming changes to the Edge Rank algorithm that determine what content users see in their News Feeds.

More information can create more confusion, especially when trying to understand what the updates mean for your brand’s social media strategy. We sat down and analyzed the announcement in order to share the three things brands need to know about the changes that are headed to Facebook News Feeds:

 

1. This is good news for brands.

When it comes to the Edge Rank algorithm, change is the only constant.

 Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.”

That means that if your content is getting a lot of engagement, it will have a new opportunity to gain additional organic awareness by being bumped back up in the feed. The cream will rise to the top.

2. This is great news for brands with strong, engaging content.

This most recent update makes it very clear that preference will be given to posts that have a lot of engagement. That means likes, comments, and shares will become even more important parts of the cyclical relationship between awareness and engagement, with each one creating new opportunities for the other.

For brands with a practiced approach to content creation, this is great news. It means that focusing on when your audience is online and the types of post that they engage with, will have a direct impact on your ability to increase organic awareness of your brand’s content.

Taking it one step further and focusing specifically on content creation best practices like balancing company focused posts with audience focused ones, including “fill in the blanks” and specific calls to action, and simply asking questions, will have even greater pay offs.

3. The update alone will not get your content in front of your fans and extended target audience.

Facebook is a business and businesses need to make money. One of the ways that Facebook makes money is by charging brands for the ability to advertise to their users. If Facebook allowed every post that your brand made to be seen by all of your fans, it would be difficult for them to charge you for access. From a user standpoint, it would be difficult to sift through the thousands of posts made each day. From a business standpoint, it can mean that much of your content goes unseen.

The answer? Promote the things that you really want people to see. If you strategically select content to promote, you can game Edge Rank.

Remember – strong content gets engagement, which leads to more awareness, which leads to more opportunities for engagement, and the cycle continues. An easy way to guarantee more awareness is to put some ad spend behind your content. If the content is good, the increase in awareness will magnify the amount of engagement, getting your content in front of an expanded audience.

Combining strategic ad spend with strong content and a system that allows the cream to rise to the top? That’s a recipe for social success.

Three Simple Solutions to Integrate Social Media and Direct Marketing Efforts

Recently, I had the opportunity to speak to the Baltimore Postal Customer Council, a mix of Printers, Direct Mailers and USPS employees with one thing in common: strong traditional direct marketing backgrounds. Many of them were surprised to hear that they were perfectly positioned to integrate social media into their marketing mix. Often the perception is that you need to be at SXSW each year or working for a big brand to see big results from social media. I’ve seen social media work for businesses of all sizes, when the business looks at social as a complement to existing ongoing efforts.

I focused the discussion on identifying scalable solutions and building processes for implementation and integration. The single topic that garnered the greatest interest was integrating social media with direct mail, so I thought I would list three easy solutions that should never be overlooked:

  1. Don’t let opportunity pass you by! On every piece of print—whether it is to be used as a direct mail piece or collateral at a trade show – incorporate your social media icons.  This is also true for business cards, letterhead and even job applications!
  2. Integration works both ways:  As you mention your social channels on your printed components, so should you be talking about your DM campaign in social media.  Use social to alert your followers to a direct mail campaign they will be receiving soon.
  3. Complement one another:  Whether you are sending out a direct mail campaign or speaking at a trade show, the topics being covered offline should also be covered online, on your social channels. Use social media to keep the conversation going.

__________________________________________________________
A senior industry leader with 20+ years combined Marketing and Business Development experience at leading digital and direct marketing firms, and formidable record of driving significant financial gains for multiple clients, Meg works directly with the Make Me Social Agency account team, managing client relationships and overseeing accounts. Prior to joining Make Me Social Meg was an integral part of a family mailing and addressing company.