How much time do you have to spend to be effective at utilizing social media platforms like blogging, Facebook, Linked In and Twitter?
Bottom line: There’s no magic bullet.
As millions of recent Powerball purchasers chanted as they stood in line to buy their dream come true ticket – “You gotta be in it to win it”.
And just how do you “be in it” and still keep up with the demands of your business?
Here’s the bad news:
Automated Facebook content gets 2 ½ times fewer clicks and 3 times fewer likes that content posted manually onto your page (according to a recent study by the team at Hubspot).
I’m not surprised by this. I’ve never been an advocate of automating Facebook. I don’t think it’s the best and highest use of that platform. People want a more intimate level of communication when they’re on Facebook.
So automating your presence on Facebook doesn’t seem to be an effective strategy.
Twiiter? Go ahead? Automate your posts. It’s a dominant mode of communication on that channel.
Now that I’ve given you the bads news (that you’re not going to get results by just throwing stuff onto your Facebook timeline from a 3rd party API and that a time commitment is required.), I’m sure you’d like some good news on how to achieve better engagement.
I suggest you divide and conquer. Create a team. The team can be employees (if you have them) or it can be colleagues. Agree to share content and participate and comment. It’s like your own social media tribe. And it makes the whole Facebook thing easier and more enjoyable.
Plus, to be truly effective, your social shift needs to be cultural as well. So whether that involves just you changing your mindset, or you leading the charge to change your whole company mindset – socially significant companies are successful because everyone in the organization has a positive affinity with social media platforms.
Curious about what’s behind the way Facebook decides what content shows up in your feed?
Here’s some insights from the study:
Facebook’s algorithm for selecting which content becomes visible to Facebook users is called EdgeRank. EdgeRank decides what is most important on Facebook for a specific user by taking into account three components:
Affinity: The number of times two people (or a person and a page) have interacted
Weight: The number of times users have interacted (commented, liked) with the content in question
Recency: The time since the content was posted
Your net take away:
Get your people – and yourself – to participate.
To keep on top of ideas and best practices for posting on social media – join me in the space! Click on the image below to join me on Facebook and we can start a discussion.