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.
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.
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.