Category Archives: Social Media
Engagement, not Fans, is the most important metric on social media today. Your social media engagement score is what gets your content in front of the most people. Many business owners struggle with this concept. They want to reach thousands (if not millions) of people with their content, so it seems only logical that they need thousands of fans/followers, right?
If you have taken a social media workshop with me, then you have probably heard this story, but it is worth reading again. I had a client who wanted to dominate her competition on social media. But her services were only available if you walked into her place of business. Online sales were not possible. When I started with her, she had 3,000+ fans on Facebook™ but no one was engaging (likes, comments, shares) or taking advantage of her Facebook-exclusive offers. Facebook was also not referring people to her website, which is a good metric to watch. She told me she wanted more fans. Upon reviewing her Facebook business page, it was immediately obvious what was wrong… 3,000 of her fans were in Sri Lanka. She was in California and only about 30 of her followers were within 25 miles of her front door. Her last social media marketing agency had been buying junk followers. For a business that can only provide services in person, this was detrimental. Why? Because Facebook uses your engagement score to organically distribute your content.
Facebook’s goal is to keep people on Facebook. That will only happen if they are engaging with content.
Here’s how it works:
First Scenario – I write a post to a business page on Facebook with 3,000 followers. Over the past 7 days, no one has liked, commented, or shared a post, so Facebook immediately sees this content as invaluable; people don’t like it. The engagement score from the last 7 days is virtually zero. The post might go to 10 people in an attempt to get a like, which no one does, so this cycle will continue.
Second Scenario – I write a post to a business page on Facebook with 300 followers. Over the past 7 days, I’ve had 150 engagements (likes, comments, and/or shares). The engagement score for this page is 50% which is much, much higher than the average; people love the content from this page. As a result of the high engagement score, Facebook will organically place this new post in front of more people which can be even more people than your number of followers. The post might go to 450 people right out of the gate – and that’s keeping in mind that not all of your 300 followers are even logging into Facebook that day. These non-followers who are seeing your content will easily convert into new followers.
This second scenario demonstrates why engagement matters on social media: if your content is making the users of the social media platform happy and gets them engaging with likes, comments, and shares, then they will continue to spend more time on the platform, which enables them to see more ads and generates revenue for the social media platform. So get out there and engage with your followers!
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Something exciting has happened on Facebook for business owners – Pages can now join Groups as members!
Previously, Pages could be linked to a Group, but only a Page owned by the Group owner could be linked, so basically, I could make a group all about social media marketing and link my business Page for Chicadita to it. It would be shown in the ‘about’ section of the group.
But managing a Group on Facebook is a lot of work and many small business owners really just wanted to join the Group as a participant, not run the whole show. Now, you can! There are some limitations, though. The biggest limitation to joining a Facebook Group as a business Page is that the Group administrator(s) must allow Pages to join in the settings.
This will most likely be found in public Groups, so as a business owner wanting to join a Group, that’s what you’ll want to look for to avoid this hurdle as much as possible.
How to Join Someone Else’s Group As Your Facebook Page:
Step 1 – Find a group that is accepting Pages
Use the global search bar in Facebook to search for a group topic that would be a good place for your business page to join in on the discussion. If you don’t understand the global search bar, sign up for my Facebook for Beginners online workshop here.
When checking for the Group’s permissions for Pages, look to see if it is a Public Group on the upper-left side. Currently, because this feature is SO new, when I hover my mouse over the ‘Join Group’ button, I also get a pop-up that lets me know this group is open to Pages.
Step 2 – Join as your Page
Click on the ‘Join Group’ button and you’ll get a pop-up asking how you want to join the Group. From here, select your business Page and continue.
Step 3 – Wait for Approval
After you submit your join request, you may find that some Groups have questions for you to answer about why you want to join – be sure you answer them! If the group requires approval, you’ll have to wait and see if you are let in.
Currently, if you are already in a group, you can look to see if this ‘Join Group’ button is appearing. If it doesn’t appear, you probably cannot join the group as your Page. Other social media people have suggested leaving the group and trying again, but in my experience, I will see the ‘Join Group’ button if I am already in the Group personally and want to add a Page. This is a very new feature, so expect some hiccups and changes as Facebook refines the feature. Have fun!
I’ve been receiving questions about the colored text posts on Facebook by business owners looking to increase their Facebook engagement score. They started out on a few specific mobile platforms and were eventually released to iOS and desktop browsers to give everyone access. This is the view from a desktop now when you post using text only from your personal profile:
You can select a colored background for your text to give it some pop. This does not work if you are using a link or a photo. It can only be a text only post. However, hashtags do work as do emojis. Here is what the posts can look like:
If you’ve been to one of my live workshops, you’ll know my joke behind #awesome. I do not suggest you actually use this hashtag. Anyway, these graphic-driven text posts are another ploy by Facebook to kill the engagement scores of business pages. When individuals (aka real friends) can post such magical looking posts from their phones, your carefully crafted graphics are going to be even more lost among the crowd. Business pages were surviving after so many algorithm cuts by turning to graphics to punch through the social media noise and keep engagement up. Individuals simply did not take them time to use professional images, so businesses had the advantage on visual spectatorship. These colorized text posts are a game changer to the engagement scores of business pages on Facebook.
But don’t despair! These colored backgrounds on the status updates between friends (however narcissistic they might seem) can be in the hands of the business owner, too! How? Go to your personal profile, create your post – DON’T POST IT, just SNIP IT! Using the same tool I used to take the screen shots above, I use the “snipping tool” on my computer to capture images but capture a smaller frame so it looks like a post.
Now, it is an image post an not a true text post, so it only mimics the game Faceook is playing with our engagement scores, but it allows you to compete at some level. If I wanted to use something similar to what I had above and promote my blog about the hashtag #awesome, I might do this:
And with the image, I’ll include the text post “Why I don’t suggest you use the #awesome: https://chicadita.com/2015/10/15/instagram-for-your-business/” so that I get in the true hashtag and my URL. I would likely use a URL shortening tool like bit.ly with it, too.
It isn’t ideal, but since Facebook likes to put businesses in the penalty box for engagement for no good reason, it’s a ninja tactic to get back in the game. Enjoy!
After the news was well received at my general social media workshop yesterday, I’ve decided to move forward on a LinkedIn-only workshop. I did most of the design during a course for my Master’s of Instructional Design degree program, though it will need several updates as the platform is constantly making updates (like all social media platforms). But LinkedIn is my favorite platform and I’m excited that others were interested to learn more about how to leverage its powerful networking tools.
If you are interested, please answer this one-question poll (no email address is required) to help me establish a time to schedule the workshop. It will likely be a three-hour session and learners will be required to bring their own laptops. There will be live editing to LinkedIn profiles and we will practice using the advanced search filters with clear objectives in mind. Remember, LinkedIn is not just some glorified resume board for finding a job, it is the social media platform with access to C-level (chief-level) executives and decision makers who are interested in networking with other businesses (B-to-B communications). We will cover LinkedIn’s rules of engagement, SEO-rich profiles in LinkedIn (SEO = search engine optimization), how to identify industry leaders, and so much more. I’m so excited!
I’m also planning on having a beginners track and an advanced track within the one workshop – that was actually my school project. 🙂
Posted in Social Media
This month I celebrated 3 years of presenting social media and website marketing workshops as a guest of the San Luis Obispo Chapter of SCORE (the Service Corps. Of Retired Executives Association). To celebrate, I brought doughnuts for my students. Here, I’m pictured eating the lone survivor (not for long!!). Read the rest of this entry →
Social media channels are in every niche and new ones seem to pop-up overnight, which is dizzying for even the most nimble of small business owners. Like many, you probably did not go into business because you enjoy running the operations side of things – you went into business for yourself to do what you love. I hear this from all business owners: from doctors who just want to treat people to crafters selling hand-knit socks on Etsy. But it’s important to earn a living while doing what you love, right? And so you may find yourself wearing the hat of your own marketing agent trying to navigate the rough seas of social media. Not to worry – I’m here to help you with a compass and map. Read the rest of this entry →
Every social media workshop I present at, I get the same few questions from new and wide-eyed students eager to unravel the mysteries of social media marketing. But what has always struck me as interesting is the order in which I hear the platform names inquired about. Twitter is often in the first two platforms mentioned despite the fact that at my Social Media for Small Business Owners workshops I rarely have a student who actually needs to implement Twitter in their marketing strategy.
The following F.A.Q. is going to address the questions I get asked most often. These may not necessarily be the best questions to ask about Twitter and implementing it in your social media marketing strategy, but that really isn’t the point of an F.A.Q., is it? Majority rules. Read the rest of this entry →
It’s hard to understand how a post on Facebook is different from Google+, or how a pin on Pinterest is going to elicit a different response than a photo on Instagram, but each social media platform has a unique audience and fills a niche in a different way. After all, if they were all the same, we wouldn’t have a need for so many! This infographic is to help you understand what makes Twitter different than LinkedIn and also show you how to create content that is appropriate for each one. The example here is how to share a cookie on Facebook, YouTube, Google+, Instagram, LinkedIn, Twitter, Snapchat, Pinterest, and Houzz.
Posted in Social Media