A 2014 study by the Content Marketing institute has reveled some notable findings. B2B First, First that content marketers are using an average of six social media platforms to communicate their messages; that is up from five platforms in 2013.
Next, B2B content marketers are using each of their chosen social media platforms more often than they did last year. So, at the very least, they are seeing reason enough to increase their dedication to swimming in these waters, however uncharted they may seem to some.
As for performance, we can only deduce that marketers are finding value from social media, as evidenced by large increases in use from (this year over last) with sites such as SlideShare, Google+, and Instagram.
The news is out that Facebook has again changed its algorithms. In short, it means that your posts are less likely to be seen -- unless they are "boosted" (paid for).
According to a representative from the ads product marketing team at Facebook, the decreased organic reach is simply a response to Facebook's popularity and to the theory of supply and demand. Since there’s a fixed amount of space in the any user’s News Feed (demand), and innumerable posts (supply), not every post will make it into a user’s News Feed. So, more is less.
But fear not. The News Feed is designed to show content that is relevant to the audience, rather than showing all possible content out there. So it becomes increasingly important to publish content that teaches people something valuable, entertains them or makes them think creatively.
Facebook's modified algorithm is supposed to position the best posts higher in News Feeds. Although these algorithm changes are another reason for declined organic reach, which is likely to continue to fall. But we are not ready yet to suggest to our clients that they have to pour money into Facebook to have it be an effective marketing vehicle.
We continue to recommend these tried-and-still-true practices:
- Create good, quality content that people actually want to see to increase engagement with your fans.
- Re-share older content that is highly beneficial to reach different audiences within a short span of time. (Make sure the content is relevant to your audience.)
- Increase the frequency of posting. To reach more people, post content multiple times a day. Focus on the quality of your content and the preferences of your audience.
We will continue to monitor the progress with Facebook and other social media tools and update you on what we learn to keep you informed. Drop me a line if you have any questions.
This is the last blog entry for 2014. Wishing you a happy holiday season from Namarketer.