social media

Facebook's Doing What?

Since the now infamous Facebook post from Mark Zuckerburg on January 10th the latest change coming to the Facebook news feed has taken of the news.  From criticism to confusion, who should really be concerned? 

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Let's break down the Facebook news feed for starters.  You have three kinds of posts you will encounter at any given time in the news feed.  The first kind are posts from friends and family.  These are from anyone that is considered your friend on Facebook.  Either you accepted a friend request from them or they accepted one from you.  The second kind of posts are those from pages you follow.  These are typically business pages, either private or public that you have chosen to follow.  When they post updates to their timelines a certain percentage of followers will see their post chosen by Facebook's complex algorithm, but most having to do with the post engagement.  The third kind are sponsored posts.  These are from businesses that pay Facebook to show their advertisements in front of people that the business chooses through Facebook's targeting.  Facebook has to constantly balance their algorithm so keep people engaged and logging in as many times of day as possible.  

The latest change to the Facebook news feed will affect two of the three types of posts mentioned above.  Posts from friends and family and posts from businesses you follow.  Here's what Zuckerberg said in his post:

“Recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other."  (see the full post here)  

Out of this change Facebook is shifting their algorithm to give greater exposure to posts from friends and family.  The only way to give greater exposure to one of the three kinds of posts is to give less exposure to another.  Well Facebook certainly is not going to show less paid advertisements so what will potentially take a hit are the business pages that you follow.  If you have a business page (which most reading this post will) you will potentially see less reach on your posts.  This is similar to the change Facebook made a couple years ago which was to give more room for sponsored ads.  At the time Facebook needed to bring in more revenue.  

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Before going into a panic we certainly want to wait and see what happens as this is implemented.  Continue to monitor the reach of your organic posts for a decline in reach.  Most likely publishers posts with lower engagement will take the biggest hit.  Facebook said the reason for this change was from a study where they found people who aimlessly scroll through their news feed without interacting with the content walk away feeling unfulfilled and that they wasted their time.  

As a business what you can do to limit the effect?  Post highly engaging content.  Do not just post to post.  Make it count.  Maybe this means posting less, but posting more high quality content.  As much as Facebook needs to make money, they have always valued engagement as the highest priority.  Businesses should shift their focus from getting as many eyes as possible to posting something their followers will truly want to engage in.

 

Quit The Guesswork, Discover Audience Insights Through Surveys

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About a week ago, our office was discussing the age target of a potential client that we’re speaking with. The client sells boutique women’s clothing at a low-to-mid price range. We agreed that teenagers were most likely the targeted audience. After a little digging into their data through Shopify’s profile data and Google Analytics demographic data, we discovered that a majority of purchases made were from women in their early 20’s.

This led to another question: If the website is targeting teenagers, but women in their early 20’s are the primary buyers, then are teenagers still primarily shopping at brick and mortar locations? We needed answers fast with quantifiable data. Our Social Media Manager suggested that we post a survey on Facebook. After doing a little more research, we discovered Survey Monkey. Within about 30 minutes, we created a couple Facebook ads and had everything up and running.

We didn’t know what to expect with engagement and survey completions (since we didn’t offer an incentive to fill it out), so we started two campaigns (one targeting Facebook, one targeting Instagram) at a daily budget of $8. Our goal was to maximize clients, target the 13-18 age demographic, and leave the rest open for Facebook’s algorithms to optimize our reach.

We ran two ads on Facebook:

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And one on Instagam:

 
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Our Instagram campaign drove 204 clicks at $0.18 Cost-Per-Click, while our Facebook campaign drove 106 clicks at $0.37 Cost-Per-Click. Due to time restrictions, we didn’t worry about tracking actual completion data through Facebook. Survey Monkey’s free version allows for you to collect 100 surveys (which we reached with those 310 clicks). Here is a sample of the data we collected:

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Simple right? For $75 we acquired some real actionable data for our potential client. These simple surveys provide endless potential. If you already have a large fan-base to work with, you can acquire valuable data at no cost to you. Survey Monkey provides the code to embed your survey anywhere. Our next step is to test whether incentives like “Win a $100 Amazon Gift Card!” would attract enough engagement to drive Cost-Per-Click down to cover the cost. Another benefit is that you would have a reason to collect email addresses for further testing. Stay tuned to see how the results compare!
 

Contact us today if you would like us to help you discover audience insights through surveys.