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.
No need to cue panic for this announcement. LinkedIn are telling Group Admins that they will be re-integrating group functionality back into the main fold of your LinkedIn home page. And... It's about time! For too long now LinkedIn has ruined the Group experience by locking it away and having too much control on it. Making it more difficult to find groups, difficult to grow groups and the worst thing they did was make it impossible to post in groups using 3rd party tools.
Now admins will have all sorts of new tools for engaging members of their groups. They are also planning to make it easier to discover and join groups, although what that will look like isn't yet known.
These are very welcome changes. I cannot wait to test them out and write about how to optimize them so you can be better community managers. I honestly believe the future of successful social marketing will be in how we as business owners and consumers engage with each other in communities. I am always telling the sales and product marketing managers I train, that they need to be socially selling. Not "Hi I am so and so and work at so and so and here is my product, buy it." But... really living in these communities, forming relationship, adding value to the conversations and by doing so creating opportunities to sell when the time is right.
Stay tuned... I will update again when we know more about these changes.
Facebook announced that they are making sweeping changes to the way we see content in our personal feeds this week. And I say it's about time!!
We are not all the same type of consumer:
There are always those that are on Facebook for the friendships, the birthday messages, the happy news, the funny life moments. There are those that are there to read an interesting article, see some trends, laugh at a video, buy a product, engage with a brand. And then there are those that will happily, and in equal measure, do both! Facebook until now has made the decisions for us on what type of person you should be, and has let the algorithm decide for you. 100% of frustration with Facebook comes from people not understanding or embracing the algorithm and working with it to optimize their own feed experience to see more and more of what you want to see.
What Good Social Media Managers and Publishers Need to Do:
Embrace the change. Work with it to find out how best to optimize it so that you are beating the rest, who are either too lazy or too busy complaining, to be able to figure out how to engage your consumers in this new way.
What good Facebook Users Need to Do:
Enjoy! Finally Facebook is going back to the fun news feeds we used to have 15 years ago. Where you could poke a friend because you wanted them to be thinking about you, or where connecting with old school friends meant more than just having one of them randomly see and like a post about something totally not related to your relationship with them. Who knows what the change will look like, but I say bring it on... for too long we have all been moaning that we don't see enough content from the people we want, while business are moaning that not enough people are seeing their content. It just doesn't make ANY sense and Facebook are right to fix it. What Facebook is doing is giving the consumer the right to choose what they want to consume and how!
What Facebook Needs to Do:
Give the user the ability to choose, on an even deeper (not AI or ML or Algorithm) level, what they are interested. Its stupid to keep feeding a user an ad for a new car based on a search they did for a new car, months after they have already bought said new car, because your algorithm has no way of knowing that about the user. Let the consumer, who wants to, choose what commercial content to be shown... Make the advertiser pay premium to target these people so that the ad revenue is based on clear targeting FACT and not some wishy washy algorithm that classifies someone by "interest" or "demographic." As both a super consumer on Facebook and the manager of over 40 brand pages for my clients. I can guarantee you that the users will appreciate it more and the advertisers, although paying more per leed, will be getting better value. It's a WIN WIN!!.
Be the Change:
Change happens - you can spend hours, days, weeks , months or years moaning about it. Or you can be like me and work on understanding it and capitalizing on it, so that you leave the moaners behind.
Bring it on Facebook! ...and thank you!
(PS: The irony is not lost on me that I am writing an article about Facebook and publishing on LinkedIn. But who knows where I will publish this in the future, that's the beauty of change)
This past year I’ve seen thousands of dollars being spent on Facebook advertising for various clients and companies I mentor. I’ve also seen thousands of wasted dollars and frustration behind the lack, or perceived lack of ROI, from these ads.
Unfortunately it is not the Facebook advertising platform that is flawed, at least not completely (there is plenty they could be doing to make it better, but that’s for another post), but rather the mentality of the advertisers that needs the overhaul.
Excuse me while I channel my inner Grandma for the next paragraph.
In the olden days, back when Facebook wasn’t the number 1 advertising platform in the world, if you wanted your local product or service to be seen by the local masses the options available to you included:
- local magazines and newspapers (expensive)
- local pinboards in community centers (time consuming)
- word of mouth (if you were lucky)
- repeat business (if you were good)
- if you were flush, local TV or radio stations (expensive)
- designing, printing, distributing fliers through letter boxes (expensive and time consuming)
- email marketing campaigns (if you had a database of email addresses)
- sponsoring community events and community outreach (sometimes expensive and time consuming)
ALL of the above took time and money, lots of time and money, for an oft unmeasurable ROI.
Now from the comfort of your home office or office office you can select who you want to target, what you want to say to them and click GO for mere $$ a day. Yet, all too often I hear “stop the ad it’s not working.” Or I spent $100 and didn’t see the results. We have become conditioned to seeing our advertising spend as 100 clicks, costs you $50 and 5 people bought my product which cost $10 each so I made my money back but it wasn’t worth it for me… NO you are WRONG! It was worth it… even if 0 people bought your product it was worth it, and here’s why.
HOW ELSE ARE YOU GOING TO GET 100 PEOPLE TO CLICK THROUGH TO YOUR WEBSITE!! Stop thinking of it in terms of wasted clicks and money and start driving traffic to your website where you sell your product. THEN you need to optimize optimize optimize optimize. If 100 people click through and 0 people buy then something is WRONG! Maybe you are sending the wrong traffic to your website? Maybe it’s the price? Maybe it’s the way you display your product? Maybe it’s the way you take payments…? You obviously MUST keep optimizing and fixing until you hit that sweet spot. You have to completely SWITCH your mindset from $50 a campaign and let’s measure results — to — “I am willing to spend xxxx a month to drive traffic to my website.”
From that traffic to my website, I expect to see results and data that will help me measure what they are doing, and change my product to be more saleable. It’s called a product-market-fit and without it you are wasting your time. Seriously, for $5 a day (which is the minimum you can spend on an adset by the way) you are looking at $35 a week, which is $140 a month, which is ONLY $1,680 a year. If by the end of the year you are still not getting conversion then seek professional help! I doubt one local paper ad, or one printed and distributed flyer will get you as much traffic to your website or brand exposure for only $1,680. Once you nail that product market fit and start to see goal conversion, then you can up your budget and scale!
I will leave you with this thought!
When you stop your ads because you are not getting the click-through conversion you think you want it’s like saying you will take away the door to your shop because people come in and browse and don’t buy!Good luck and if you want training on how to set up and optimize Facebook advertising or want an agency to run your ads for you, ZoecialMedia is here for you. But please don’t come at me with small one-off budgets. They are so last year :)
This is a cautionary tale about how wrong Facebook Ads targeting can be sometimes. Everything, and I mean everything you do with FB ads demographic targeting should be taken with a grain of salt. Make that 200,000 grains of salt. Here’s why!
So I have a client. That client wanted me to advertise to US students between the ages of 17–22, with an interest in college. When I was setting up the ad, I was a little surprised that Facebook Ads Manager indicated there were only 220,000 17–22-year-olds in the US in the estimated potential reach. I hadn’t yet got to the detailed targeting part of filtering to people with an interest in college.
What I didn’t realize is that I still had a previously selected “detailed target” demographic in the “Narrow Audience” field, from a previously saved audience, of “Parents (with children aged 18–26).”
Say what?? So Facebook seems to think there are 220,000 17–22-year-olds in the US who are also “Parents with children aged between 18–26.” hmmm. Don’t believe me, go into FB Ads Manager and do the same demographic settings I just mentioned. Or just check out this screen-shot below:
Once I got rid of this erroneous narrowing. Added in the “interested in college” narrowing — the actual estimated potential reach was more like 4,800,000. Whew, wouldn’t wanna target any college age kids with college aged kids now would I!
Ever had a weird FB Ads targeting blooper? Share below.
Watch this short tutorial to find out how to add the GROUPS tab to your facebook page and link any groups you manage to your business page. It's simple. ENJOY!
You may not have noticed it, but Facebook may slowly be on a path to world domination. Imagine a world where you no longer need to “Google it” or you don’t need LinkedIn. Sound unrealistic? Perhaps not…
Here are a few ways Facebook may be encroaching on LinkedIn and Google, and you probably haven’t even noticed it:
When you search in Facebook now you are served results across the web not just what’s inside Facebook. What’s more, the results are now separated for you into categories, much like in Google, so that you can easily find exactly the thing you are looking for. Try it, search in Facebook for “next full moon” in the FB search bar and the results offered [as shown below] will include links and also Videos outside of FB, well before you are shown the posts by friends or those made public on FB.
Rumor has it that soon you will be able to connect your community pages to your company pages and interact with a community as a company. There is some information here in this Adweek piece, but only 2% of FB accounts currently have this feature and according to the Adweek piece it is not expected to reach the masses until June.
WORKPLACE BY FACEBOOK:
Still a new concept, Workplace for Facebook is meant to be a professional “group” for businesses. There is a cheesy advert here you can watch about it or you can go to this link to sign up for a limited time free trial. I am still not clear why any business would use this over a free “group” on Facebook. At least in a FB group when someone posts, shares, comments and likes then the content has a much bigger reach potential. According to the Workplace for FB page the main features will be Messaging, Groups and Calling. All of these are available right now in FB for free! I’ve just signed up so stay tuned for another blog post on how it works and whether you need it.
ADVERTISING ON FB:
Again, this is just a rumor, but from a fairly reliable source. Apparently you will soon be able to target members of a group in the advertising target settings. This will be great for some of those baby product companies who want a way to tap into the very active Mummy groups on Facebook, for example. It is not yet clear whether they will allow advertising INSIDE groups, I honestly hope not, but at the moment the targeting option does seem cool, if it ever becomes a reality.
Do you know of other features and services FB is offering that if successful could seriously impact the way we currently work, search or advertise online? Add to the comments below.
THE SOMETHING OLD, SOMETHING NEW, SOMETHING BORROWED AND STICK IT ON BLUE STRATEGY:
Want a very simple, but effective, daily social media marketing strategy? One that assures you will not spend more than 20–30min a day on social media?Congratulations, you are getting married.
Just like when you get married you are told to have something old, something new, something borrowed and something blue, so too your social media marketing strategy should follow this pattern.
SOMETHING OLD: Each day your should take something you posted a few weeks before and repurpose it. You may need to beef it up or post it in a different format, for example a blog post that was on Medium you can publish on LinkedIn and then promote across all channels. Or you may simply write the blurb about it in a different way.
SOMETHING NEW: Each day find a new asset of yours to share with your audience. Like a new blog post, an upcoming event, a PR, or some product information. If you generate enough content you should ideally have more than one of these each a day. Try and target it to the audience that follows you on each platform. For example your audience on LinkedIn is bound to be more thought leadership/industry lead than Facebook which tends to be more consumer focused.
SOMETHING BORROWED: Finally for something borrowed, find an interest piece that someone else has written and highlight it as such. Try and identify an influencer or thought leadership piece that confirms a belief you support, or mentions an industry trend you are working towards, or even just something that someone else says that you either agree with or don’t agree with. Remember to add acknowledgement and emotion (the why should anyone care to read this piece) to the borrowed piece so that the source gets their due recognition and you explain why you are sharing it.
SOMETHING BLUE: Now post all of them on Facebook, LinkedIn and Twitter (you may have noticed that all their logos are BLUE!). Remember that according to some sources the lifetime value of a social post is very short. In fact Moz claim that a Tweet is only actually ‘alive’ for 18min (unless you are Donald Trump and 1K people will retweet every word you say every 5 min). So post those tweets 2–4 times in the same 1 day period and make sure you repurpose your tweets.
NOW: You should have a minimum of 3 posts per day (12 on Twitter), combining a mix of something old, with something new and that also borrows from other people to give you balanced, interesting, and active social accounts.
USE IT OR LOSE IT: If I may, just one more piece of advice. If you don’t use it, lose it. There is nothing nothing nothing that says lazy and disconnected as a dormant social media account where the last post you created was several months old.
Let me know where to send the wedding present when the happy day arrives :)
It's Xmas, and you may wonder where all your followers/users are. Well wonder no more, they are NOT online and they don't care about you or your brand or anything you have to post (unless you are a retailer and they have a complaint about a product they bought or got as a present) so get offline and go enjoy your family time.
Seriously though. I am a social media consultant, mainly B2B, and NOT ONE of my clients showed more than 3-10 engagements across all social channels in the last 72 hours. Just as an example, one of these clients has a daily average of 100-200 social link clicks and well over 400-500 total engagements (shares/likes/comments) a day on LinkedIN, Twitter and Facebook combined. On Saturday they had 10 clicks and on Sunday 3. See the screenshots below (taken from Oktopost).
So... What can you do with this December bomb, and more importantly what am I going to recommend my clients do with it.
There is no doubt that people and their behaviour guide the way we use social media. But also nothing wrong with us using social media to set industry-wide etiquette for how and when social media should be used. So take a stand with me, and let's all #gosilent this coming New Years.
Let me start this post by saying that careers have been made and lost on social media.
With that in mind, I am sure most of us have had something to say about recent political events this week. Or maybe before this week we got passionate about a controversial topic like breast-feeding, or immunizations (two topics sure to start a riot bigger than any Hillary Clinton supporter can rustle up).
But as emotions run high, it is sometimes hard to separate our professional and social personas. Trust me I am guilty of an emotional tweet or two (some would say more). However for the most part I can only do damage to myself as I am a freelance consultant.
That is not the case for two unfortunate clients this week who have had to deal with employees posting questionable content on social accounts where the account clearly links them to their place of employment. The result of which was either a bombardment on the company’s social account (by association) or as in one extreme case, a calling for customers to cancel subscriptions which could lead to a loss of revenue. Below I have written some general guidelines for social that you may wish to consider using when reviewing and setting your social policies or responses to any crises.
In the event of a social disturbance, I have advised my clients to shut down further speculation by acknowledging the disturbance and where appropriate making a statement that the views of employees on their personal social account are their own and not endorsed or associated with the company (your legal teams should advise you as to the appropriate wording). Trust me, the worst thing you can do is to ignore activity like this, as you may be accused of endorsing such activity. But MUCH more important than that is to remind your employees that they are your brand ambassadors, and that you may not look favorably on social activities that may damage your company and/or reputation by association. Simply following these rules should minimize any chances of unpleasantness.
1. You are able to add unlimited admins to your company pages, however note that an admin is added once someone follows the business account from their PERSONAL account. Therefore admins should be trained to use the posting feature properly and understand how to make sure they are “posting as page” before submitting any post.
2. When you post on a FB page it will show all admins (but not the public), which admin is responsible for the post in case of a need for moderation.
3. Because Facebook allow this PERSONAL/PROFESSIONAL differentiation and because Facebook is considered a PERSONAL social tool, it is advisable that your admins and staff refrain from associating their personal profiles with their place of employment in their “about” information. This is not to say they should not be encouraged to share content associated with topics in their industry.
4. It would not hurt you to run a social media training for all your staff as part of your advocacy programme, and show them how to use FB as FB intended people to use it. All “friends” can be categorized into groups. If there is a particularly sensitive post, or geographically relevant post and a FB user only wants relevant “friends” to see that post, as long as they have taken the time to categorize all their friends, then they can segment the targeting to the relevant audience. NOT EVERY POST IS MEANT TO BE PUBLIC.
1. It is generally encouraged that if a person intends to use their account mainly for posting topics relating to their professional interests, that they refrain from posting personal things or at the very minimum moderate themselves to make sure their content is not offensive or could cause damage to the company. Many companies have a social policy prepared by the legal team that employees are asked to sign before they start working there. There are many people who have two personas on Twitter, one for work and one for personal posts.
2. If a person chooses to use their account for personal purposes, it is advisable that they remove all references to their place of profession or at the very least put a disclaimer there, such as “my opinions are my own,” as you will see many journalists doing. The last thing you want is someone with very strong political or questionable views appearing to post on behalf of your company and or by association.
1. There is only one acceptable purpose for LinkedIn and that is professional. Any employee worrying about their current place of work or future work opportunities, should be reminded that their social profile (and any abuse or questionable use of it) will follow them around. Although the social feed on LI is becoming more prominent and used, it still remains very much professional in nature. Therefore, it is advisable that employees are discouraged from using LI to post any personal content, unless directly connected to their professional topics of interest.
2. Once the above guidelines are clear, employees should be encouraged to link their profile clearly to their place of work. There should be no furry lines here.
Forgive me if I have stated the obvious above, but I would hate to see anyone blindsided with a crisis the way one of my clients was this morning when they started receiving hundreds of subscription cancellations from clients because of a social misuse case with an employee by association.
Let’s pray for quieter times and a continuing social growth for all. It really is a powerful tool when used appropriately.