Archive for the ‘Social Media Marketing’ Category

Understanding The Facebook Algorithm Update: Creating Meaningful Interactions

Wednesday, March 14th, 2018

Attracting users with Facebook algorithm updateIn early January, Facebook CEO, Mark Zuckerberg, announced that the leading social platform would be doubling down on their fundamental goals of connecting people with content they love. With a user-centric mentality driving the algorithms that determine post order, it is time for brands to adapt their social strategy to facilitate more meaningful interactions.

Why Is Facebook Making These Changes?

Zuckerburg explained that Facebook would be making on-going changes over the course of 2018 that would make the time spent on Facebook more meaningful. Research showed that time spent on Facebook was becoming increasingly more passive. Users were no longer liking, commenting, or sharing as much content as they had previously. By modifying the algorithm that determines the ranking of posts, users will more easily find content that they will readily engage with, thus increasing the number of meaningful interactions that brought users to Facebook in the first place.

Zuckerburg notes that he is expecting a decrease in time spent on Facebook, but he is okay with that because if the time is more meaningful, Facebook will be accomplishing its goals. He says that “helping people connect is more important than maximizing the time they spend on Facebook.”

The Facebook News Feed

Every Facebook newsfeed starts as a blank slate. Each user fills their feed by adding friends and family that they care about and following publishers that they are interested in. Each time you like, comment, or share a post, Facebook is able to collect more information about the kind of content you are inclined to engage with. Do you like a lot of photos but scroll past text-only posts? Do you spend a lot of time with videos, but move along when a long form post appears? All of these actions form proxies that help Facebook predict what kind of content you would most like to see.

With the information that Facebook gathers from your behavior, each post is assigned a relevancy score and then ordered in your news feed accordingly. The algorithm continuously gathers information based on your behavior each time you get on your news feed with the intention of providing an exceptional user experience each and every time you log in.

What Does This Mean For Brands?

There are approximately 65 million active business pages on Facebook that average 1.5 posts per day. That is more than 97 million posts coming from business pages alone on any given day. With such a high volume of posts, it is no surprise that the organic reach is a mere 2 percent.

With the “meaningful interactions” update, the Facebook algorithm is docking posts that are overly salesy, spammy or have unusual engagement patterns which are a signal of click-baiting. What it comes down to is that this update does not bring anything with it that businesses didn’t already know. People want to see interesting content, simple as that.

Facilitating Meaningful Interactions

As marketers, we have seen this shift in the digital world towards data-driven content that is designed to engage a targeted audience. This research-based content generation is the key to creating the meaningful interactions that will help your business succeed on Facebook, but research alone won’t cut it. In order to make Facebook more user-centric, there are inherent benefits that brands can take advantage of. Features like lookalike audiences and audience optimization help you expand the reach of the content you are generating on the platform to relevant users.

This doesn’t have the desired effect though if you are not creating the right content. We already know that overly promotional posts will get you nowhere, so how do you establish your brand as a leader in the eyes of your target consumer?

Experimentation Is The Answer

No brand will be able to succeed off of the strategies of another. In order to capitalize on the Facebook algorithm updates, business pages will need to experiment with the types of content they are generating and continuously evaluate the success each post. When you find what works for your brand and captures your audiences’ attention, you run with it.

The “meaningful interactions” update is not the death of Facebook marketing, but rather a starting point for brands to facilitate genuine relationships with their audience. It will be a challenge, no doubt, to determine what will and won’t work for your brand, but the end result when done right will be a more loyal customer base and, ultimately, more sales.

If you’re interested in creating meaningful interactions on and off Facebook, contact FiG Advertising + Marketing today to see what our social media specialists can do for you.

Using Hashtags in Social Media Marketing

Wednesday, February 22nd, 2017

If you spend any time on the internet, you’re probably familiar with using hashtags in social media (the pound sign–#). These are words and phrases that follow many social media posts. What you may not know is that hashtags are becoming more and more important for the success of social media marketing and small businesses, providing an advantageous way for businesses to connect with current and potential customers.

Hashtags originally came from Twitter, and when clicked on, would send the user to all other tweets containing that same hashtag. This allowed Twitter users to engage in conversations relating to the hashtag topics. Various social media networks like Facebook, Pinterest, and Instagram followed suit, adding hashtag capabilities to their platforms to facilitate more user engagement. The smart social media marketers also began using hashtags to locate their audience.

Using Hashtags in Social Media Marketing

Start a Conversation

Businesses can use hashtags in a variety of ways to promote public outreach and enhance their brand awareness. Like those savvy social media marketers, SMBs can use popular hashtags to target suitable audiences. Almost all social media sites allow users to see all trending hashtags which give users the ability to follow trending news and other topics in real-time. By participating in popular discussions on subjects pertinent to their industry, products, and services, businesses can advantageously use hashtags to gain new clients and establish their brand among new consumer populations. For instance, in Boston during the 2015 record-breaking snow storm, restaurants began to use #digoutdineout, letting those who wanted to eat out know that local restaurants were open as usual, regardless of the 10 feet of snow on the ground. Many businesses even offered discounts and specials to those who ventured through the blizzard to eat out, which allowed businesses to fill their empty tables, feed hungry customers, and help the local community.

A Few Suggestions for Using Hashtags in Social Media Marketing

Using Hashtags

The point of a hashtag is to draw in new customers to your business, so make sure the hashtags you use are relevant to your target audience ( Click here for more info on choosing your target audience .) Do some research on what similar businesses are using for their hashtags and check out your customers’ interests and likes to see what topics your hashtags should emphasize. There are many sites that post current trending topics to give you some ideas on where to start. Remember to make your hashtag unique enough so that it can be remembered more easily.

Jumping on board with trending hashtags is also a way businesses can reach out to customers. A trending “#” is used by many people at the same event or location, for example, in the case of breaking news or at a rally. Twitter even has a feature that tells its users when their followers are tweeting about the same subject. Take advantage of popular subjects if they’re relevant to your industry and target audience, but don’t forget to research any hashtags before using them. DiGiornio mistakenly used a hashtag regarding domestic violence when marketing their pizza, and consequentially faced harsh criticism from its customers. A hashtag should boost your business’ reputation, not ruin it.

Looking for ways to make your social media bring in more customers? Contact FiG. We can help you get more from your social media marketing.

Small Business Opportunities with Snapchat

Tuesday, October 4th, 2016

The last two months we offered you a crash course in Snapchat 101 and outlined some of the unique features of the phone application. This month we are going to discuss some of the small business opportunities with Snapchat.


Industry News: Instagram Dropped A Bomb. . . and The Mic

Thursday, August 11th, 2016
The genius emperors of the phone application, Instagram have dropped the ultimate bomb on pop culture. “Instagram has always been a place to share the moments you want to remember. Now you can share your highlights and everything in between, too.” Instagram has just this week inherited a new feature to their application that mimics Snapchat’s integral Stories platform.