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.

Our friends at the Content Marketing Institute remind you, "speak human." 

Our friends at the Content Marketing Institute remind you, "speak human." 

Whither Facebook?

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.

Posted
Authorbob namar

ImageYou do not need a social media strategy. Collecting "Likes" or Followers nets you nothing in and of itself. And chasing those will frustrate you waste your time and money and do nothing for your business.

What you have to understand is that social media tools enable people to have conversations, and However, if you are a useful contributor of helpful information  through social media tools, you will gain trust, credibility and positive word of mouth.

So first, you must have something to say.

The bad news is, few people are saying much that is worthwhile. The good news is, if you have a business,you have plenty to say.

Truth is, customers and prospects no longer depend on traditional sources to find businesses that can solve their problems. They look for solutions to their problems online today. And your business needs to show up in the first few pages of Google to be found.

How do you get there?

I told you once.

Buying Ad Words? Very expensive.

Hire someone who bills themselves as a “search engine optimization” expert? Just remember that Google hires Ph.D. computer scientists and mathematicians by the boatload. Will your expert beat their system?

But there is one way to top the pages of a Google search-- create content that Google indexes. Because Google gives a much higher score to pages that are updated frequently and contain “rich media,” meaning photos, audio, and video.

What we like to call "content".

I bet I know where you put your content. In your blog, right? Or your What's New page?

Meanwhile, the front door to your business, your home page, continues to be the boring, static, "welcome" with beauty shots and links to other pages. Where's the vibrancy? Where's the news? Why hasn't it changed since I saw it last year, last month, last week?

Don't you have something to say, to tell?

Go Live. Be Fresh.

Put it on your website and THEN Tweet it and post to Facebook and everything else with it. Having your story told on your website, and teasing it out there on social media gives you the steak and the sizzle. An unbeatable combination.

Oh, and then?

Produce more content.