People believe that social media is, “just”, an additional advertising platform. It’s so much more, social media is about connecting the world and building communities. Businesses, both small and large, need to realize that.
Social media doesn’t operate the way traditional advertising does. Yes, exposure and brand messages are still the name of the game, but yelling is not. Consumers are the ones in a Misconception
Before we continue, there is a misconception that needs to be addressed. Businesses believe that page likes = success. Don’t get me wrong, having more fans can lead to more exposure, but most of the time it means nothing.
Think about the two options below.
Which one would you choose? Which one would your brand benefit fro
Engagement is the road to success. Which is why brand advocates are becoming more important than ever. Especially with Facebook’s organic reach plummeting and their shift to a friend and family newsfeed. Brands can no longer push content out hoping it will reach all of their followers. They need to understand their community and begin to engage with them.
Let’s pretend you run a Facebook ad campaign and gain 100 followers. If these followers do not engage, your follower count may look bigger, but your engagement rate will drop significantly. In return, it will lower your PageRank in Facebook’s algorithm. Which indicates which brands content will be shown in their audiences newsfeed.
Remember, this example only has two companies fighting for the same audience. In reality, it’s not that simple, there are thousands of brands fighting for your audience’s attention.
Facebook’s news feed alteration, in my opinion, is much needed. Brands and consumers alike have been abusing social media by pushing out bad content. Sorry, let’s rephrase that, dreadful content. Just because you can post images and videos, you shouldn’t.
Push out content that entertains or educates. Everyone should develop content that they are proud of. Focus on value, ask yourself, what does your community get out of your content?
“Never write an advertisement which you wouldn’t want your family to read. You wouldn’t tell lies to your own wife. Don’t tell them to mine.” — David Ogilvy.
This quote needs to be applied to your content strategy, actually, it should be applied to all forms of digital strategy.
With everything said, growing your fan base is still very important. It just isn’t a top priority and should be an award that comes with great engagement. Instead of writing another paragraph, here are a few key formulas to remember:
The best part is that these fans are coming for a reason, to join your community.
l now, they have the power to ignore, block, absorb or engage with your content. Yelling, or what I call logo slapping, will not get you far with an online audience.
Stop yelling and start engaging.