Tag Archives: social outreach

9 Steps to Stop Losing Your Facebook Page Audience

Grow Your Facebook ReachIt started with Fans, then you asked people to “Like” your company or brand.  Your audience and social outreach continued to expand.  Just when you were gaining momentum and thought you successfully navigated Facebook’s changes, Timeline torpedoed your page.

 

Saving your Facebook Page requires more than finding an acceptable cover photo and completing the missing information on your timeline.  The marketing value of a Facebook Page is limited by its Reach.  Facebook has indicated that posts are only seen by up to 20% of your audience.  Follow these steps keep your audience engaged, expand your reach, and prevent your page from becoming obsolete:

 

  1. Post unique & interesting content– duh!  People are not on Facebook to see your brand so your content needs to keep them entertained or they will:
  2. Be easy to find – encourage followers to add you to a list or visit your page directly.  Create and provide a custom URL so people remember and know where to find your page!
  3. Encourage social sharing – execute #1 properly and your audience will want to share your content with their Friends.  Sharing increases your Reach exponentially.
  4. Give a reason to come back – use contests, special announcements, and exclusive offers to drive traffic back to the page on a routine basis.
  5. Target posts by time, demographic, and location – track Page Insights to determine the most effective times to post, audience characteristics and behavior.
  6. Test Facebook Ads, sponsored stories, and promoted posts – these tools are affordable for any size business or brand!  Start with a $5 budget and closely monitor feedback to maximize your efficiency.
  7. Stop using third-party applications – Hootsuite and Buffer are great for organizing and tracking posts, but content delivered through 3rd party apps is less likely to appear in the Newsfeed.
  8. Grow audiences on other social networks – direct your Facebook audience to follow you on Twitter, LinkedIn, Quora, and other social platforms.
  9. Promote your page everywhere possible:
    • Include the link in your email signature
    • Add a “like” box to your blog
    • Invite all of your Facebook Friends & encourage Friends to invite others
    • Connect with other page admins & cross-promote pages
    • Tag your page in posts and urge others to do the same
    • Interact with other pages using your brand/company identity
    • Include your unique page URL on all company correspondences, newsletters, business cards, or other outgoing materials

Don’t let the value of your Facebook audience go to waste.  Start by implementing one or two suggestions, monitor the results, and make any necessary changes to your approach before you introduce another idea.  Some opportunities will produce better results than others and certain steps may not be ideal for your business or brand.  Treat your Facebook Page as a component of a broader, more comprehensive marketing strategy.  There are more important things in life than Facebook!

 

Don’t have a strategy?  Contact me for a free strategy consultation.  Ask me about the 48-hour, no-cost marketing strategy that  incorporates the online marketing elements that are critical to a successful strategy (SEO, content generation, website optimization, reputation management, etc).  At the very least I’ll teach you how to put the solicitors of these services in their place!
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Why Klout Is More Important Than Street Cred

Word on the street is that your “street cred” may be on the decline because there’s a new player on the block: Klout

Street Cred Klout

Klout.com started gaining steam in the second half of 2011 and an algorithm update in August 2012 helped silence some of their critics.  Why should you care?  Your reputation precedes you.  Street cred measures your outside influence on peers and their acquaintances, but Klout places a value on your influence across the entire worldwide web.  You can forget being a big fish in a little pond when it comes to measuring your Klout.

speech bubbles people talkingOnline reputation management and monitoring social influence are growing trends.  Employers, competitors, friends, and even potential dates are diving deep into your online archives and judging you based on the material they find.  The occasional Google search is not a sufficient approach to monitor your online reputation and relevance in the online community.   Your Klout score is a great first step to measure your influence across various social networks.  However, nobody is promising a squeaky clean and positive influence.  Start with your Klout score and work backwards to uncover what material you are associated with on the web.

Popularity and street cred were different when you were an awkward teen on MySpace so those kissy-face pictures in the mirror won’t save your online image even if your Klout rivals President Obama.  A respectable Klout score is a good start but you need an effective social networking strategy that helps your score and protects your online reputation.  With your own identity under control, you can pay it forward by helping your friend that suffers from verbal diarrhea on her public Twitter feed.

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