Is Facebook a Viable Marketing Tool?
The Pew Research Center published a study this week that revealed a significant number of Facebook users have "reframed their relationship" with the social media site in the past year.
The study, which was conducted earlier this summer in the wake of the Cambridge Analytica scandal, revealed that over a quarter of all users, and more than forty percent of younger users (ages 18-29), have removed the Facebook app from their phones. Additionally, over forty percent of users have taken a break from the site for a few weeks or more.
Read: "Americans are changing their relationship with Facebook"
The publication of this survey follows what many commentators believe was a "bad summer" for Facebook. As Fortune recently reported:
"Shares of Facebook have fallen more than 8% between Memorial Day and Labor Day. The biggest drag on its share price was the company’s second-quarter earnings, in which the company suffered a slowdown in the growth of active users on its core site and warned that the trend may continue into the future."
What does all of this mean for Facebook--and, specifically, the viability of Facebook for social media marketing?
Probably not much (at least for now).
As Search Engine Journal noted recently, the bad summer "appears to not have had a lasting effect on the number of daily active users in North America, which remains steady at 185 million."
And most social media experts agree: With the world's largest, most diverse audience, Facebook is the best platform for social media marketing. However, Facebook may or may not be a viable marketing tool for your specific business.
Is Facebook a Viable Marketing Tool?
Organic Reach is Dead
Facebook was once a good place to generate organic traffic to your brand's page. For many years now, though, Facebook has made changes that have reduced organic traffic to brands.
The final nail in the coffin, so to speak, occurred in June, 2016, when the company announced sweeping changes to its algorithm, diminishing the appearance of content posted by publishers and promoting content posted by friends and family.
As Facebook announced on its blog: "Facebook was built on the idea of connecting people with their friends and family. That is still the driving principle of News Feed today. Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook."
Although Facebook did not explicitly refer to brands in this post--the company actually said "we don’t favor specific kinds of sources"--the implications were clear.
As Search Engine Journal rightly noted, these changes signaled the end for the organic reach of brand pages: "Organic reach was already on decline over the past few years," the site wrote, "and even before the latest algorithm change, SocialFlow observed a drop of 42% from January to May."
That was two years ago. Today the "death" is complete: "less than 0.5 percent of your fans, on average, will actually see your updates" (Source).
The New Paradigm: Facebook Ads
Obviously, these changes were not merely about "connecting people with their friends and family."
Facebook understood that the organic reach of brands diminished the need to pay for ads. Now that organic reach is essentially dead, however, brands must pay if they want significant exposure.
Is this a deal-breaker? Not unless your brand is on a strict budget. As Larry Kim, the CEO of Mobile Monkey, writes: "Typically, $50 will get your message in front of 5,000 to 10,000 people. And you can be extremely picky about who you target."
Larry's article, one of many articles extolling the virtues of Facebook ads, is a great resource for those who are willing to pay to advertise. The advantages of advertising are clear, according to Kim, including the ability to target very specific audiences and to "remarket" your website to consumers who have recently used your website.
Read: "These Are 9 Reasons Why You Should Use Facebook Ads Right Now"
So yes, Facebook can be a viable marketing tool--if you have the money.
Compete with Targeted Content
Of course, in the context of ads, the rules that govern quality organic content still apply: a brand must work hard to connect. In its post about the changes in June, 2016, Facebook said the News Feed should "inform" and "entertain" with "authentic" stories. Translation: Try to connect to your audience on an emotional level.
For inspiration about connecting to your audience on an emotional level, follow the advice of The Law of Attraction, and Kelsey Libert and Kristin Tynski who reviewed 30 of the top 100 images from imgur.com "to understand the best emotional drivers" of viral content: "Think carefully about how your company, product or service is related to a topic or topics that taps into deep-seated human emotions within your target demographic."
Connecting on an emotional level--with informative, entertaining, and authentic posts--will amplify the effect of your ad dollars.
Promote From Your Personal Page Tactfully
For the most part, we advise against marketing from your personal page--all too often, marketing from your personal page alienates friends and family, the exact opposite goal of marketing.
However, you can still market your business from your personal page with tact and authenticity. For example, instead of merely inviting people to like your brand page, send a personalized message to the group. Tell your friends about your business in your message, and make an honest plea for support and/or feedback.
You can also post status updates about your business. Do not market explicitly. Instead, write meaningfully about your experience as an owner or employee, and what your brand means to you and may or may not mean to your friends.
Neil Patel posted a helpful list on this subject: 8 Tactful Ways to use your Personal Facebook Account as a Marketing Tool.
Social Media Marketing with Stepman's SEO
If you're looking for an SEO company that understands how to effectively promote websites on all social media channels, including Facebook, contact our sponsor, Stepman's SEO: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective social media marketing campaigns.
The study, which was conducted earlier this summer in the wake of the Cambridge Analytica scandal, revealed that over a quarter of all users, and more than forty percent of younger users (ages 18-29), have removed the Facebook app from their phones. Additionally, over forty percent of users have taken a break from the site for a few weeks or more.
Read: "Americans are changing their relationship with Facebook"
The publication of this survey follows what many commentators believe was a "bad summer" for Facebook. As Fortune recently reported:
"Shares of Facebook have fallen more than 8% between Memorial Day and Labor Day. The biggest drag on its share price was the company’s second-quarter earnings, in which the company suffered a slowdown in the growth of active users on its core site and warned that the trend may continue into the future."
What does all of this mean for Facebook--and, specifically, the viability of Facebook for social media marketing?
Probably not much (at least for now).
As Search Engine Journal noted recently, the bad summer "appears to not have had a lasting effect on the number of daily active users in North America, which remains steady at 185 million."
And most social media experts agree: With the world's largest, most diverse audience, Facebook is the best platform for social media marketing. However, Facebook may or may not be a viable marketing tool for your specific business.
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| Facebook is the most popular social media site. But is it a viable marketing tool for your business? |
Is Facebook a Viable Marketing Tool?
Organic Reach is Dead
Facebook was once a good place to generate organic traffic to your brand's page. For many years now, though, Facebook has made changes that have reduced organic traffic to brands.
The final nail in the coffin, so to speak, occurred in June, 2016, when the company announced sweeping changes to its algorithm, diminishing the appearance of content posted by publishers and promoting content posted by friends and family.
As Facebook announced on its blog: "Facebook was built on the idea of connecting people with their friends and family. That is still the driving principle of News Feed today. Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook."
Although Facebook did not explicitly refer to brands in this post--the company actually said "we don’t favor specific kinds of sources"--the implications were clear.
As Search Engine Journal rightly noted, these changes signaled the end for the organic reach of brand pages: "Organic reach was already on decline over the past few years," the site wrote, "and even before the latest algorithm change, SocialFlow observed a drop of 42% from January to May."
That was two years ago. Today the "death" is complete: "less than 0.5 percent of your fans, on average, will actually see your updates" (Source).
The New Paradigm: Facebook Ads
Obviously, these changes were not merely about "connecting people with their friends and family."
Facebook understood that the organic reach of brands diminished the need to pay for ads. Now that organic reach is essentially dead, however, brands must pay if they want significant exposure.
Is this a deal-breaker? Not unless your brand is on a strict budget. As Larry Kim, the CEO of Mobile Monkey, writes: "Typically, $50 will get your message in front of 5,000 to 10,000 people. And you can be extremely picky about who you target."
Larry's article, one of many articles extolling the virtues of Facebook ads, is a great resource for those who are willing to pay to advertise. The advantages of advertising are clear, according to Kim, including the ability to target very specific audiences and to "remarket" your website to consumers who have recently used your website.
Read: "These Are 9 Reasons Why You Should Use Facebook Ads Right Now"
So yes, Facebook can be a viable marketing tool--if you have the money.
Compete with Targeted Content
Of course, in the context of ads, the rules that govern quality organic content still apply: a brand must work hard to connect. In its post about the changes in June, 2016, Facebook said the News Feed should "inform" and "entertain" with "authentic" stories. Translation: Try to connect to your audience on an emotional level.
For inspiration about connecting to your audience on an emotional level, follow the advice of The Law of Attraction, and Kelsey Libert and Kristin Tynski who reviewed 30 of the top 100 images from imgur.com "to understand the best emotional drivers" of viral content: "Think carefully about how your company, product or service is related to a topic or topics that taps into deep-seated human emotions within your target demographic."
Connecting on an emotional level--with informative, entertaining, and authentic posts--will amplify the effect of your ad dollars.
What if You Don't Have Ad Money?
Promote From Your Personal Page Tactfully
For the most part, we advise against marketing from your personal page--all too often, marketing from your personal page alienates friends and family, the exact opposite goal of marketing.
However, you can still market your business from your personal page with tact and authenticity. For example, instead of merely inviting people to like your brand page, send a personalized message to the group. Tell your friends about your business in your message, and make an honest plea for support and/or feedback.
You can also post status updates about your business. Do not market explicitly. Instead, write meaningfully about your experience as an owner or employee, and what your brand means to you and may or may not mean to your friends.
Neil Patel posted a helpful list on this subject: 8 Tactful Ways to use your Personal Facebook Account as a Marketing Tool.
Social Media Marketing with Stepman's SEO
If you're looking for an SEO company that understands how to effectively promote websites on all social media channels, including Facebook, contact our sponsor, Stepman's SEO: 215-900-9398.
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective social media marketing campaigns.
Is Facebook a Viable Marketing Tool?
Reviewed by penulis
on
05.10
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Reviewed by penulis
on
05.10
Rating:
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