Are You Posting Like You’re Playing The Powerball Lottery?

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?

Strategically, grasshopper.

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.

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/32124/Facebook-Content-Published-Via-Third-Party-Tools-Suffers-234-Fewer-Likes-New-Data.aspx#ixzz1qtsUly4X

 

 

 

 

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13 Responses to Are You Posting Like You’re Playing The Powerball Lottery?

  1. Hi Denise – I think this is my first time on your blog but I have to say that I really loved this post for many reasons but I want to touch your point regarding automation.

    We live in a world were technology allows us to be more productive and definitely more efficient when it comes to creating products and providing services.

    The confusion sets in when people try to use technology to automate relationships!

    Building and maintaining relationships, which as you may already know is very important as an entrepreneur, cannot be automated because they lose the human factor.

    People want to connect with other people, not with other facebook or twitter accounts and the core is the human factor. In my opinion, it’s definitely okay to automate some things when it comes to production but you have to be very very careful where you automate because automating in the wrong area can literally be the difference between how many relationships you build on a daily basis and how successful you ultimately become as an entrepreneur.

    • Hector – you summed it up perfectly! People don’t want relationships with Twitter accounts – they absolutely want relationships with other people – that’s what makes it so much fun – and what gives it all of its’ meaning. Sounds like we’re on the same page.

  2. Jackie says:

    Hi Denise

    Terrific information and something that a lot of people aren’t aware of. I wonder if the people that feel facebook is a waste of time are the ones automating from third party apps?

    I know from personal experience that you are completely wasting your time pushing content through to facebook from external sources, it’s like wearing an invisibility cloak at the party of the century. Nobody will even get to know you are there.

    • And what a drag it would be to go to the party of the century and have no one know you’re there! No red carpet moments happenin’ there. You raise a great question Jackie – I wonder if the people who feel it’s a waste of time really are the ones who automate their participation.

  3. Jeanne says:

    I agree that automating social media is the wrong approach. What would be your advice to solopreneurs who don’t have the people to create a team ? Automation is created for those without time or the human resources. What are we solopreneurs to do if we cannot automate the process? What is a better strategy?

    • I don’t think it’s a one size fits all solution, which makes it tougher. Jason’s suggestion is a great one – continue with some things being automated – particularly Twitter and Linked In – and dip in and out of your other platforms. Pinterest is another place that (at this point) seems to be pretty easy to dip in, pin some cool things and jump out in just a matter of minutes.
      I’ve seen some good ideas recently coming from people in the Kitchen and Bath industries where they are sending email marketing pieces out encouraging their clients to post their projects on the company facebook page – and even offering prizes for the best one. That’s a great way to get participation from lots more people.
      And email marketing can certainly be automated because you can schedule things and don’t need to respond to every person that opens what you send.
      And a bit of a caveat, if you do decide to automate your Facebook participation, don’t complain if you’re not getting any results. It seems to be a very “needy” platform so just don’t have pie in the sky dreams for results if you’re not matching your behavior to the platform.

  4. Great write up, Denise! I think balance is the key. I know many would agree that it can be very easy to get wrapped up in all the different social media feeds, even to the point where you are wasting time.

    Finding that common ground between whats Automated and whats really you reaching out to other humans is key. An automation tool isn’t going to pick up and comment on that zany cat pun or funny photo – at least for the time being :/

    To answer Jeanne, I would say for the solopreneur the best route would be to continue to automate what you can for practical purposes, and sprinkle in your personal thoughts when the time (if you have it) suits you best.

  5. Well said, Denise, and I’m not surprised :)

    I especially like your focus on a social media team/tribe. I’ve used facebook a bunch of times, and I generally find it to have minimal results for me, and I’m glad, because I don’t want to singlehandedly own every social media channel. I want to attract and zone in on the one’s that are high-leverage for me.

    So far that seems to be twitter, and I’m eager to see what else :)

  6. Ryan Hanley says:

    Denise,

    This goes back to the debate of Quality or Quantity… Or the best case scenario Quality and Quantity.. .

    Very good post thanks!!

    RyanH.

  7. Steve Baines says:

    Hey Denise,

    Thanks for opening people’s eyes here. Automation, like most things, is only good if used properly and for the right things. So much of the success that can be had from social media is from participation and you can’t automate that.

    ps – any tips on winning the power ball? :)

  8. When I figure out the secret strategy for winning that powerball (luck) – I’ll post it once I’ve arrived at my private island and have an umbrella type beverage in hand.

  9. Mike Garner says:

    Ah, automation! One of my greatest bugbears. I have been known to schedule the odd post and share content on Twitter in a deliberately timed manner (thank you Hoot Suite and Bufferapp) because I find these things at times when my audience is less likely to be around on a Sunday morning or at 11.30 in the evening. However, you see so many “content farms”, many of them marketing agencies that should know better, that you wonder who was the idiot that told them it was OK to do that. Sigh.

  10. Great question Mike – who was the idiot who told them it was ok to do that?

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