Since most people know that I blog about digital marketing and PR, sometimes they give me ideas for topics that they would like to see addressed.
This week, it seemed that the mine was particularly rich. Whether it was the splendid (New York Fashion Week emojis!), the sad (Marius and Marius II) or the scandalous (#sochiproblems), it’s been an interesting week to be on social media.
But then again, maybe you missed all of the above.
In fact, because of the changes on Facebook that my colleague, Kendra Galante, blogged about a few weeks ago, there’s a very good chance you did. In a nutshell: having determined that no one could possibly absorb the millions of points of data that are pelleted at them every day, Facebook developed an algorithm to edit what users see on their site.
While no one knows the secret formula, I was fortunate to attend a Social Media content creators conference in San Francisco last week, where everyone was talking about the best ways to game the algorithm so that Facebook is an even more effective marketing tool for businesses than ever before.
Here are some of the factors behind what gets a post seen and how you can make them work for you.
Affinity: This is probably the most important thing to keep in mind — and not just because it’s Valentine’s Day. The more people engage with your posts (liking, sharing, commenting, etc.), the more likely your posts will show up in other people’s newsfeeds. And the more likely the original person who engaged will keep seeing them. If you are consistently posting into a vacuum, your affinity will go down and make it less likely for people to see your posts. You can boost affinity by Liking and commenting on posts that your company has done, sharing them to your own page and asking colleagues and close friends to do the same.
Story Bump: Have you ever had someone comment on something you posted six months ago, then all of the sudden everyone was commenting on it? That’s story bump. It reintroduces your post into the newsfeed. So if you ever want to give a post a second chance, encourage someone to Like or comment on it.
Switch It Up: If a page has posts that look almost exactly the same, all the time, the algorithm is gonna get ya. Instead, vary your posts so that there’s a wide variety of text-only posts, photos, memes, links to videos, embedded videos, Shares, etc. Not only will your audience appreciate the variety, Facebook will be less likely to consider you a suppressive poster.
Facebook Advertising: This is pretty much guaranteed to jump start your affinity. It is a relatively small investment, and nearly everyone who does it sees a dramatic increase.
In general, an effective digital marketing strategy has the potential to dramatically impact the bottom line.
According to a study by international management consulting firm Bain & Company, “customers who engage with companies over social media spend 20% to 40% more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter® score (NPS®), a common measure of customer loyalty.” Another study found that “60% of Facebook users are more likely to recommend a business if they Like the page, and that 51% of Facebook users are more likely to buy the brands they follow or Like.”
And those are numbers to fall in love with.