By Zoe Bermant, CEO ZoecialMedia
People are often shocked when I advise them NOT to open a new Facebook page or start another LinkedIn Showcase page, stating "one is enough." But really, one is in most cases enough! It is hard enough to grow and get visibility for one page, and unless you have endless time and money, you do not need to have multiple multiple multiple pages for no reason. In this article I will explain why and also what you should be doing on your main company page so that you can optimize your posts to reach the right audiences:
Why don't you need another company page?
Getting organic growth is actually harder than you think. Even pages with tens of thousands of followers struggle daily to get their content seen. It is no longer a game of "post and they will come." Now you need to stand out, be engaging, be creative. I can guarantee you that if you don't post at all, you are lost to the world. I had a client with over 100,000 followers. Their growth was wild, and viral. Some of their posts had 80,000+ likes and comments on them - I kid you not. They had funding issues at the beginning of this year and let us go, they downsized their teams to just R&D and stopped posting on Facebook altogether. From June to December last year they had 5,168 new followers on their FB page. Since January they have only had 883 new followers. In 2019 in total they had 13,679 new followers, and that was mainly due to the HUGE visibility they got, not from constant posting, but constant viral content!
So let's for argument's sake say you have 2 pages you manage, you now need to create engaging and relevant content for not just one, but 2 pages. What is your strategy? When you start with ZERO followers how does anyone see anything? If they aren't seeing it, do you have money to pay to play? Let's say you are one of those "Microsoft" brands, who can start a new page and have 10,000 followers in the first month - did you know that most of your posts will only reach a very small portion of your existing following, and ONLY if they engage with it does it get seen by people outside of your following, so now you don;t only have to create content for 2 pages, you have to make it really GOOD and engaging content, so that people want to engage with it. NOW say you are neither popular nor do you have a willing gaggle of ready advocates who will all follow and engage with everything you post, do you have enough budget to "boost" or pay for a targeted audience to see your posts? If you answered NO to the above scenarios, read on to find out what you should do instead.
What should you do instead?
As you are able to geo-target by location all content on Facebook and LinkedIn, you are better off investing your time and money in bringing in a good/strong audience to your main profile so that you can simply post to your main page using audience segmentation. On LinkedIn you can even go further and segment by industry, job title, seniority etc... It means you have one really strong brand presence, but only people in that targeted audience will see the content that is relevant to them. NB: You need a minimum 300 people to be able to properly target on Linked in any specific audience, so rather spend your time and efforts bringing new followers to that main profile, so that you can utilize this feature.
Here is a short video I made that shows you how to post to LinkedIn using audience segmentation:
When DO you need another page or profile?
If you have multiple brands and they aren't all the same target audience, it makes sense to have a MAIN page for your company brand and showcase pages or separate FB pages for your sub-brands. For example you have multiple products, and one is B2B and one is B2C, they need different audiences AND different content. In this instance, be prepared and realistic - you need double the amount of time, effort and budget to make both successful.
When do you NOT need another page or profile?
As stated above, language or geo-location is not enough of a reason to need a separate page. Use your main page together with audience segmentation. You also 100% DO NOT need a separate page for corporate social responsibility, or careers posts, or employer brand. They are all part of your company DNA, they should be part of your main brand, just use audience segmentation. Consider starting a group or community for employer brand or corporate social responsibility. That is a better place to have it, as you do not face the same growth and algorithmic limitations of a page, it is more interactive AND you can invite people to be members.
What else could you do to be smarter at optimizing your brand visibility?
People relate to people more than to brands. Your CSR, employer brand, careers updates are better spread by employees than just your company page. Onboard and launch an advocacy program and encourage, and incentivize your employees to be your brand ambassadors. I would recommend getting a tool like Sprout Social's Bambu, or Oktopost it allows you to manage your social media, measure success, and run and track results of an advocacy leaderboard. Speak to me and I can make a referral and explain why you need a tool like this.
I hope this article has given you food for thought. I cannot tell you the number of clients who are struggling to strategically grow their social media following and brand presence, and they are maintaining multiple pages at the same time. If it is hard with one, it is even harder with many! Focus on one, produce quality, put some money behind it and I guarantee you will have more bang for your buck and efforts!
Good luck! Reach out if you have any questions.
SRight now, selling is a challenge. We aren’t travelling, we aren’t attending conferences, and we aren’t meeting face-to-face. Building trust and relationships is a challenge in a digital-only world.
Let’s be honest too, no one sees something on social media or online and clicks and buys it immediately. At least, they rarely do. Experts say that it takes 5-7 touch-points for an ecommerce sale to happen. So if someone needs to do research before buying something small like a new TV, maybe shop around for a better price, or check out what people have said about it online, imagine how much more difficult that is when the purchasing decision involves multiple people and a typical 6-12 month sales cycle.
That’s why social selling is one of the most important tools a salesperson can have today.
Knowing how to:
- Grow and nurture a strategic connection to the right people
- Become and remain visible to your pipeline of existing and potential customers
- Build credibility as a subject matter expert.
- Stay 1 step ahead of your competitors.
- Know the etiquette of how and when to do outreach to a potential customer.
- Understand what tools are on the market and can help you do your job faster/better.
- Elevate your companies’ brand by helping their visibility.
- Measuring your ROI so you know that you are doing it right.
The aim is personal brand growth with an end-goal to building visibility and nurturing potential strategic leads. It isn’t a one and done methodology, it does not happen overnight, and it IS an artform.
ZoecialMedia manages over 50 LinkedIn accounts for C-Suite execs at companies like Deep Instinct, Amdocs, Plataine and more. We will teach your salespeople how to strategically grow and nurture their sales leads. Fast becoming the most important skill in a salesperson's arsenal.
Read more here: 23 key social selling facts you need to know in 2020.
Companies keep approaching us to ask how to optimize social media for talent acquisition. They are not talking about those pesky "we are hiring" job posts that you see every day. They are talking about employee brand and brand awareness to make them seem more attractive to potential employees and for the purposes of retaining existing employees. The thing is, there is one very very important thing ALL companies need to be doing to leverage social media for talent acquisition, and most are NOT doing it!
The most important resources that you have at your disposal for social media are the people who currently work in your company. If you are not leveraging them, not just with introduction bonuses, but through brand awareness and story telling. Then you are missing a very important channel for talent acquisition.
Most companies spend a fortune on 3rd party tools, such as on Linkedin jobs or life pages trying to optimize the visibility of their hiring needs. Not only that, the most active members of staff, on social media, are normally only the HR people. But an HR person, even with the best intentions, can only reach so far into the digital world. Companies forget that the people who work for them are the best brand ambassadors that they have. When a devops team lead shares that the company is looking for new people, he or she is more likely to have a network of relevant connections, than the HR personnel. Especially, if they share more than just a "we are hiring" post and actually leverage social to tell a story about the technological advances of the company or great reasons why it is a good company to work for. Employee pride says a lot more about a company than all the thousands of $$$ spent on paying linkedin to host a JOB or LIFE sections on Linkedin.
We recently helped 2 companies with different talent acquisition "pains" look at how they could optimize social media to tell a better brand story, using their employees. We not only brainstormed the messages that we thought would help them "sell" those open positions better. We looked at who to leverage in the company and how those advocates could help drive better quality and more visibility for their brand and specifically for open positions.
One company with over 20,000 employees, just by recruiting several hundred advocates has managed to drive 20 times more applicants to their jobsite than before. Another company with 6,000+ employees, of which only 1,500 are active advocates, has managed to double all social engagements YoY.
It speaks volumes that the posts that are winning our 20K employee client more engagements and click-throughs than any other posts, are the ones that highlight employee success, showcase reasons why the company is a great place to work, and even show the fun side of the company.
So how can businesses face this challenge? Here are three things we recommend that you can do right now to implement a successful talent brand on social media.
1. Strong Social Media presenceWhy does a strong social media make a difference to potential new employees? It is likely future employees will do online research on your company to view if the company offers work-perks, learning opportunities, benefits, and showcases positive employee-employer relationship.
Being transparent and active on social media shows that the company is advanced and not scared to move towards the future. Showcasing real people and real stories is a great way to leverage your successes and entice new employees. At the same time, involving your existing employees instills a sense of pride in the workplace and the contribution they make, making them more likely to stay the distance.
What to implement: Increase day to day social media posting and story-telling, not only job postings.
2. Showcase Company Perks/BenefitsPotential employees want to see that the company offers above and beyond what other companies in the same field offer. This includes things like training, advancement opportunities and free perks like travel and meals. Some of the things our clients have implemented include once a week sushi lunch for all employees. Career learning and advancement opportunities etc...
3. Positive Employee Advocacy - tell stories through the eyes of your employeesHaving your employees share company posts/news will show that your company is involved with their employees. Shows potential employees that the current employees enjoy working at your company and that they can enjoy it too. The more employees share/like/comment the companies posts on social media, the bigger/wider the reach will be. Use your employees to be the "stars" in your social posts. Highlight their successes and impact on your clients.
What to Implement: Have your employees share on their own social media accounts a positive experience they had with your company. This will show other companies/potential employers a real feel of your company. The employee with the most likes/shares/comments receives a reward.
Summary:The people who work for you are your best path to people you want to have work for you. Telling your brand story on social media and having these people share it opens you up to a much wider audience and will ultimately help you to identify and employ the right people much faster.
Do not be afraid to use social media for this avenue, trust us, you would be surprised if I could show you the actual results of who is looking at your page on social media, what demographics they are in and how they are engaging with your posts. Many of them are potential hiring candidates and NOT the analysts, journalists and business partners you WISH were engaging with your social brand. Although they are there too. But I will leave you with this one thought. If you are pushing a positive employee brand on social, for the purposes of talent acquisition, using the best practices we have mentioned above... and... an analyst or potential customer sees these posts. They won't shy away from your product and not take you seriously, AFAIK, they will probably be more impressed at your pride and transparency and curious to work too with a company that takes such pride in its' people and work. Now that's brand positivity!
ZoecialMedia is a social media creative agency. We will help you face any challenge on social media and create a strategy and creative plan to leverage your digital channels for more brand visibility and credibility. Speak to us about a no-obligation audit of your social channels. www.zoecialmedia.com
As you can see we have updated our branding and website!
We have chosen the colors blue in combination with yellow to our new style a fresh and bright look.
The color blue gives a feeling of trustworthiness, and many financial companies choose the color for their branding. Which companies do you think of when you think of the color blue?
The color yellow gives a happy feeling. It reminds us of the sun and summer! We feel that the combination of the two colors perfectly captures our identity.
For the logo we have chosen a speech bubble. It reflects our desire to help companies share their message in the best possible way through Social Media.
We hope you like the new look and feel!
This week Facebook updated their app to include a button down at the bottom of the screen for their new Marketplace feature. Now people and small local businesses (and hopefully soon service providers too!) can sell their products through Facebook Marketplace.
Simply click on the + Sell Something button and fill in the details and add image.
Simply search by price range, distance you are willing to travel, or use the categories to filter to the products you want to buy.
Watch this short video clip we recorded for you to show you how it works >>
ENJOY! And remember, for anything social media related or to have us train you or manage your accounts, get in touch through zoecialmedia.com, @zoecialmedia.