What’s Your Story?

Since Facebook is making changes, perhaps I should too. Today’s task (while dodging between phone calls, volunteer queries, and scheduling appointments) was to brush up on client stories.

Have you seen the “Our Story” tab on the right hand side of your Facebook page? Did you know you can add in a personalized picture? The story that Facebook preloads is from your long description, but you are fully capable of editing, deleting, or adding whatever you want. In fact, they call it “Our Story”, but you can change the title of the section to suit your fancy as well. The point is to be creative and draw people’s attention to it, then share a little more about your business/page.

So what is your story? Is it compelling enough to draw in followers? Let’s hope so. Good luck in constructing your image! How’s mine doing so far?

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I’m a Freelance Writer with a love of trees, nature, and tinkering with the social media strategies of my clients

 

 

 

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Battle Facebook Changes: Create a Face!

My recent post about the changes coming to Facebook was quite popular. I suppose not surprising, as it affects potentially billions of people. And for anyone trying to utilize that vast network for business purposes, if those changes affect your bottom line, you SHOULD take notice. Why spend money on a social media budget, if your return on investment (ROI) doesn’t merit the time or money put in?

So does that mean that people should give up on business pages on Facebook? I don’t think so. Yes, people like to interact with their friends and family on Facebook, but they also choose whether they want to follow a page or not. In choosing to like or follow a page, they have shown some kind of interest in it. The key for you as an admin on that page, is to make sure that interest remains. People click on links. They share memes and videos that make them laugh. Thoughtful pieces often elicit comments. The trick now is for you as an admin to work harder to tap into that.

I’m not saying it will be easy, but Facebook has made changes before. There have been cries that organic reach would die. And that just didn’t come to pass. Some pages might have taken a hit, but I suspect they were pages that didn’t put a real effort into their social media marketing strategies. Pages that didn’t understand Facebook’s algorithms and ever-changing rules of engagement. I have had conversations along these lines and watched people’s eyes glaze over when I talk about it. They don’t get it and honestly, don’t care to. Hence why I get hired to help people with their marketing strategies.

It isn’t all that complicated though. You have to understand the nature of people. People want to be entertained. They want content to shock, interest, or educate them. They want to see pictures of people they know, doing things that are funny, awe-inspiring, or that add depth to their understanding of who they are and what they do. Easy to read explanations help those images along. More often than not, the general public isn’t tied up in official lingo or the lexicon of an industry—they want words in layman’s terms that they can grasp simply and easily.

So what should you do? Take a picture of what you are doing. Share a story about an incident that happened that day or that week. Maybe it snowed, or you received an award, or someone put decaf in the coffee machine and people went berserk. It doesn’t really matter, but it makes you more relatable. Add that personal edge to your company, so people care about the people behind the image, versus a staid business page.

As for timing, let your budget dictate that to a point, but aim to have fresh content weekly. Some big pages post several times a day, but for smaller companies, that may not be practical or possible. Once a day is good, but several times a week is a minimum in my opinion. Any less than that and Facebook won’t show your posts to people due to a lack of engagement. Posting once a month might as well make you invisible and might even do more harm than good, as people will think your company has gone under.

If it seems overwhelming, it doesn’t hurt to bring someone on board to help with your content curation. The trick is to have that person understand what message you want to share and what face you want to put on your image. Also, you need to keep them in the loop about important events that happen for your company, and maybe shoot them images of employees at work every once in a while. Plus, encourage all members of your company to share those posts on their own personal Facebook pages, to get your presence out further. It helps!

Good luck with maneuvering Facebook’s newest changes. If all else fails, try boosting a post here and there to see if that helps with your organic reach too. And let me know what works and what doesn’t work for you. See you on the net!

I wade my way through Facebook marketing myself. Come join me there!

(Facebook) Changes on the Wind…

Facebook marketing is about to undergo another major change. Yesterday, I saw the beginnings of a flurry of activity. Marketers are scrambling. Small businesses are scared. Big businesses are even more concerned. What is all the hype about? What Facebook is going to show its users.

Facebook has over 2 billion monthly users. Approximately 1.37 billion people use it daily.  Those numbers are staggering, hence the amount of businesses who clamour to take advantage of that. As a small business, who can afford to ignore that kind of audience? But Facebook has been criticized for what it shows in people’s news feeds and has responded with these latest changes.

So what are they exactly? As of yesterday’s announcements, Facebook plans to show its users more content from friends and family. Sounds good, right? Well, sounds familiar anyway. They have done that in the past. Many businesses were concerned with those changes, but ultimately it proved to weed out some of the pages which showed lesser quality posts. So again, why should businesses worry now?

Now the change seems to affect business pages again. You might still post quality content on your page, but if your interaction is low, Facebook will take notice. Unless that content is creating adequate user interaction and conversation between people, then no one is going to see it. Your posts will just not be seen.

crickets…

Makes sense that publishers are worried then, right. It certainly makes content curation a little harder. I get that Mark Zuckerberg is pushing the whole person to person contact. And really, if it works, then it is a good thing. The theory is to again create better quality content and have the focus be on building a conversation. How many people passively skim through their news feed feeling lonelier and more isolated from the world with every post they see? Facebook was supposed to bring people together, but social media has seemingly isolated us even more so. But how are businesses who utilize Facebook supposed to react?

I suppose time will tell. Pages that share more videos and personal stories should be alright. Those who can throw enough money at their social media strategies should be able to figure out a way to cope with the changes. The small businesses who already struggle with what to post, how often to post, and how much to share just might get left behind. Without the money or time to figure out a strategy, those little pages will just disappear. And for me who often handles small accounts who are just trying to keep a Facebook page alive with minimum content… I’m not sure my stripped down services will be of much use if organic reach drops that much more.

Is it time I did more research, planning, and strategizing? I suspect so. Here’s hoping myself and my clients survive the most recent Facebook changes. I think I’ll need to have a few more conversations with people over the next little while, but we’ll see how things go. I think it’s safe to say that boosting posts will be that much more important again though.

Brace yourself friends…

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Ch-ch-ch-ch-Changes

Facebook is at it again. I realize that change can be good sometimes, but Facebook has a way of making changes with no notice or notification to people. And then everyone has to scramble to wrap their heads around the newest changes and learn how to incorporate and use them properly. Bah.

This week my frustration was in regards to changes to Business Pages. I administer several pages, so this new update affected me in a big way. I post content to pages, respond to comments and questions, and wander through other page’s feeds commenting and liking as appropriate. My problem was I was no longer able to switch my identity to a page.

ACK!

I needed to like a page for a page I administer and could no longer simply become that page. Not cool Facebook! I cast everything else aside—I cannot offer my services if I can’t provide them—and delved into the problem.

There had to be a way to like pages as a page. It wouldn’t make sense to eliminate that function. Why would FB do that, I fumed.

Finally, I discovered that you could click on the ellipsis at the end of the tabs and scroll down to ‘Like as Your Page’. Once you do that, you have the option to like the page as whichever page you choose.

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How to Like a Page as Your Page

Brilliant!

That was only one step of my dilemma. I still needed to figure out how to go to the news feeds of the pages I administer. There is no way I can like (or want to like for that matter) all of the pages which the pages I administer like. There are hundreds of them! But for love nor money I couldn’t figure it out. And I have to tell you that Facebook doesn’t make it easy to figure out either.

So today I broke down and started typing potential questions into the FB Help Center. For any of you who have done this, you know this can be an exercise in frustration itself. I went through several different wording variations of my problem with lacklustre results. The responses can be maddeningly random and usually nowhere near helpful, but I persevered. There had to be other people who were struggling with my issue and, more importantly, an answer.

Stubbornness stands me in good stead when it comes to research; I prevailed! And found several other people all lamenting the same thing as me – we can’t surf as our pages! HELP! Thank goodness for community forums. My sanity is saved and now I shall save yours.

How to Use Facebook as a Page

  • Go to your page’s timeline
  • Look in first box on left-hand side for View Pages Feed
  • Click on See posts from other Pages
  • A Pages Feed will open where you will see a stream of posts from pages which your page likes
  • The default setting is to like and comment as your page, but you can still click on your icon and switch to liking and commenting as yourself or any other page you administer
View Pages Feed
How to See Posts from Other Pages

So for those of you who were struggling with Facebook’s most recent changes as well, I hope this helps you. If it did, do me a favour and head over to my business page and give me a like as your page. I appreciate it.

High fives to all for wading through the ever-complicated world of social media and social networking with me. Cheers!