Posts Tagged facebook impact
Create a Long-Lasting Social Media Strategy on Facebook
Posted by Rory Martin in Social Networking on July 6, 2012
RoryMartin.com team is here to help businesses succeed in the world of social media, social networking, and web marketing; we’ve got a few questions you should ask yourself to help your business create a long-lasting social media strategy using Facebook.
Is Facebook really where your business needs to be?
This is a question that many businesses never asked themselves, in their hurry to jump on the social media bandwagon with everyone else. There are many, many businesses on Facebook with abandoned profiles, who decided that they should be where everyone else, but then didn’t immediately receive the influx of positive feedback which they were hoping for. Is Facebook really the right platform for your business? Or is it that your business isn’t making the best use of Facebook?
Is my target demographic on Facebook?
Sure, Facebook has over 900 million active users on a monthly basis, so statically speaking, there must be some people using Facebook who are interested in what you’re saying – but how many of these users are your targets compared to how much time you spend creating the perfect Page? Once you’ve ascertained whether your target market use Facebook, and how much, then you need to ask…
When does my potential audience use Facebook?
Thanks to EdgeRank, it’s likely that only 17% of people who have Liked your Page are actually seeing your updates in their timeline. This percentage drops after every update which doesn’t receive Likes or Shares. If even less people see them to begin with, there are going to be even less interactions. You could be crafting the perfect update but if you post at 9am when your audience is mostly active after 7pm, then that’s an incredible amount of traffic which you’re immediately missing out on. In order to create that perfect update though, you need to ask…
Why does my target market use Facebook?
Do women over the age of 50 use Facebook to follow businesses? Are they active on company Pages? Or are they just staying in touch with their grandchildren and cooing over family photos? You need to find out why and how your potential audience uses Facebook – and harness that knowledge to work for you. Do they prefer to share interesting links to content, or Like images of animals skateboarding? Would they rather help you come up with a punchline to a joke, or enter a competition to win vouchers for a family day out? Once you know how they are using Facebook, you can create targeted content, dedicated to engaging your prospective market.
Finally, you need to ask…
What do I want my audience to do on Facebook?
It’s easy to forget that a Like doesn’t equal an opt-in. People who Like a page are not a captive audience, on the edge of their seats waiting for the next update from your company. Using the data from the answers to the above questions, you can create targeted updates and start tracking that data. This can show you the progress towards your goals – what you actually want to achieve with all this Facebook activity – and help you work towards measurable ROI in terms of customer satisfaction, customer acquisition and brand integrity.
When you have answered all of these questions, then you can start to build a long-lasting strategy on Facebook. Not sure where to start? Email RoryMartin.com today for a social media consultation, or to speak with one of our web experts.
Making the Best Use of Edge Rank
Posted by Rory Martin in Social Media Marketing on December 14, 2011
A while back we wrote an article on making an impact on Facebook through your business Facebook page. We wrote:
While Facebook updates may seem like a way to alert fans to events and news – showing up like messages in users’ in-boxes – a very small percentage of updates are actually visible to fans, because of an algorithm called EdgeRank.
EdgeRank gives every post a quality score – measuring the number of comments, likes, and shares per post against the number of fans a page has. Businesses who want to be seen need to build up their EdgeRank, by making their posts interaction friendly – which means businesses need to spend more time building community with their fans.
If you can succeed at building your EdgeRank, your business has a higher chance of increasing your brand recognition and therefore, your revenue. If you’re like most businesses, this means that EdgeRank should probably play a larger role in your marketing efforts.
As a Seattle Social Media Marketing company, Rorymartin.com focuses on helping our customers build their EdgeRank. Our clients are better equipped to educate their target audience and build brand awareness. Our clients are able to win and retain customers with engaging and impactful websites and web marketing.
So how is EdgeRank calculated, and what do you need to do to improve yours?
Every post (status updates, polls, photos, etc) is an “object” and objects all have edges – therefore each of your posts has “edge”. Every single EdgeRank score depends on individual Facebook users’ post consumption. The EdgeRank Algorithm was designed to show individual users more of what they “like” to see in their news feed. The higher the EdgeRank of your particular post, the more likely it will appear across your users’ feeds.
The algorithm looks like this:
So what does this algorithm mean?
Social Media Affinity is the relationship between your business and your target audience, based on frequency of contact, logins, likes, post responses, shares etc. If a user has interacted with your business Facebook page in the past, the user has an affinity for your brand. The only way you can build affinity is to create engaging post content that will entice your target audience to come to your page to interact.
Weight is based on how many clicks a post receives against each major Facebook metric (clicks per like, clicks per comment, clicks per impression). For example, just getting a bunch of users to click “like” won’t cut it – unless you have millions of them each day. What you really need are comments, since comments have 4 times the weight of “likes”. How do you create comments? Comment generation is done in much the same way as building affinity – create engaging content.
Time Decay is KEY. Think back to your Facebook timeline. How many times does that page change in an hour? In a minute? In 10 seconds? EdgeRank changes the time-decay factor based on how frequently users log into Facebook – so if your users are used to checking Facebook several times a day, your post may disappear more quickly based on this time decay-factor. EdgeRank Checker explains,
“With the new hybrid news feed comes more objects in the feed, as Top Stories happen at a faster rate than previously. Facebook most likely increased the speed at which objects time decay. It seems that this has created a more “honed in” EdgeRank effect. Meaning, EdgeRank is creating Top Stories for users who are more likely to engage and dropping less engaging objects into Recent Stories.”
How do you overcome time-decay? Post when your target audience is ready to engage. This means doing a little research on your target audience. Know when they’re online and what they’re talking about.
Other tips: Treat each “like” as a potential brand ambassador and make it worth their while to be on your page. Offer exclusive fans-only content. Use calls to action – for example “Like this status if you agree!”
Well this all sounds pretty difficult, doesn’t it? That’s where Rorymartin.com comes in. We’re focused helping our customers create and execute their social media campaigns. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing. From entrepreneurs to established businesses, we do the work so you don’t have to – making social media simple.
Twitter and Facebook Build Customer Loyalty
Posted by Rory Martin in Social Media Marketing, Social Networking on October 24, 2011
As a company that specializes in Seattle Search Engine Optimization and Social Media Marketing, the RoryMartin.com team likes to keep you informed about new studies regarding social media. A recent study, generated by Chadwick Martin Bailey, states that Twitter users who follow brands on Twitter are more likely to buy from and recommend that brand. The group also produced a previous study correlating Facebook users’ purchases with the brands they “like” on Facebook.
This is good news for businesses who are using social media networks to improve their marketing efforts, especially because Twitter and Facebook users are some of the most frequent internet users in general. The study showed just how Twitter users were interacting with brands, reporting that 84% of Twitter users who follow brands do actually read brand tweets, making Twitter an effective form of presenting your company and products. Even better, approximately 1/4 of users who follow brands on Twitter do tweet about the brand. 1 out of every 4 users in your Twitter audience are likely to be talking about your brand right now.
Twitter is proving itself a very useful forum for customer loyalty. It’s important to know your audience and to make sure you’re tweeting authentic content, though. 67% of users expect unique content from the brands they follow. In the decision to follow brands on Twitter, customers cite exclusivity and promotions as some of the top reasons they follow brands. Here are the top five reasons users follow brands:
- 64%: I am a customer of the company
- 61%: To be the first to know information about the brand
- 48%: To receive discounts and promotions
- 36%: To gain access to exclusive content
- 28%: To receive content/information to retweet and share with others
If your business is not using Twitter right now, you are missing out on a very valuable marketing method. The report shows that businesses shoud be tweeting to their customers as a means of building brand loyalty. Don’t know where to start? At RoryMartin.com, we help businesses customize their social media marketing plans, provide customized facebook pages, overall website overhauls, web design, and perfectly timed tweets.
We can help you build a Social Media Strategy that reflects your unique brand and meets your business goals. From a one-time site analysis to full search engine optimization strategy and execution, RoryMartin.com makes social media simple.
Why Should I Customize my Facebook Business Page?
Posted by Rory Martin in Social Media Marketing, Web Design and Development on October 10, 2011
With the popularity of Facebook fan pages and the releases of new timelines, it’s becoming increasingly important for businesses to implement a customized Facebook page for your business. Since the new Facebook Timeline feature shows your posts to your fans and your fans friends, in a ticker at the top right-hand side of the page. Your posts now reach a much wider audience – and you need to stand out from the crowd.
Offering interesting updates with a well-designed Facebook Page is often the deciding factor in whether or not your fans will choose to interact or share your page with their friends. Building interaction with your fans is an important factor – you need to have relevant information that isn’t always self-promotional. However, we like to stress the importance of having a well designed Facebook page, that offers incentives for prospective fans to click “like”.
Do you "like" the RoryMartin.com reveal tab?
Consider this: The first thing users see is your business’s wall – and while that may have relevant information, it may lack the branding your company needs to make an impact. We’re finding that businesses are increasingly aware of the visual impact their Facebook page has, and trends point to the increased use of “splash pages” or reveal tabs for facebook pages. It’s the equivalent of having an active ad built directly into your page that’s clickable. You can set these Facebook reveal tabs to be clickabe so that users can click to like, which would reveal discounts, for example.
When it comes to the internet, looks are everything. The design is as important as the implementation. Having a well-designed landing tab will help you stand out from the crowd. Keep it simple, and neat. Don’t go overboard with apps. Be consistent with your branding, and display different pages for fans and non-fans. You can even engage your current fans to take another action via links or reveal tabs. RoryMartin.com builds these welcome tabs and customizes facebook pages for a variety of clients.
And while you’re customizing your Facebook fanpage, it’s a good idea to consider implementing a custom URL. If you have 25 or more fans, implementing a custom URL on your facebook page will increase your search engine rankings and will be easier to promote. Consider your custom URL another step towards branding your business.
Here are a few simple ideas for implementing customizations on your Facebook Page
- Display the services or products you offer
- Be sure to include a specific call to action, along with a link so your fans can actively participate
- Host a contest
- Make sure to post about your blog, and share your blog posts with fans
- Let people know who you are and what you’re about
- If you do any charity work or special events, make sure to share those
- Give fans a reason to like your page by using reveal tabs, or by letting users know what to look forward to
- For your fans, let them know how they can contribute
- Share your twitter posts
Now, more than ever, it’s increasingly important to make sure your social network business profiles are integrated into your marketing and branding. If you’re not sure how to implement social media into your marketing strategy, come see us at www.rorymartin.com.
The World, in Social Networks
Posted by Rory Martin in Social Media Marketing, Social Networking on June 24, 2011
We found a cool infographic from Vincenzo Cosenza’s blog (Vincos.it) showing the world in Social Networks. Vincenzo says,
Facebook is slowing gaining users around the world (almost 700 millions) establishing its leadership in 119 out of 134 countries analyzed (in this edition I’ve added Ethiopia and Tanzania).
Europe has now became the largest continent on Facebook with 205 million users…
It’s interesting to look at how these numbers have changed this year.
Facebook is by far the social network winner here, so we encourage our clients to make sure they have a solid presence on Facebook and are actively engaging their customers. Need to know what goes into your Facebook strategy? In this article we tell you how to make an impact on Facebook.
RoryMartin.com is that secret weapon that will revolutionize the way you engage with your clients and end-users. We offer a comprehensive set of services from website design and web development to search engine optimization, search engine marketing and social media marketing for companies large and small.
Make an Impact on Facebook
Posted by Rory Martin in Social Media Marketing, Social Networking on June 15, 2011
One of our focuses at Rorymartin.com is helping customers create and execute their social media campaigns. An effective social media campaign should be married with your marketing campaign, and should use a wide variety of social media tools – including Facebook. Facebook is one of the most useful social media marketing tools out today; yet many businesses don’t quite know how to implement Facebook into their social media strategy. One key point to Facebook as a social media tool for business is building interactions.
Initially, Facebook didn’t offer pages, and so businesses created profiles as a way to reach out to users, especially since messaging users has continued to remain a feature reserved for profiles. Yet, one of the most common mistakes businesses make on Facebook is creating a profile instead of a Facebook fan page. What these businesses may not know, is that profiles have not been as visible and don’t necessarily get the visits that pages do. While Facebook updates may seem like a way to alert fans to events and news – showing up like messages in users’ inboxes – a very small percentage of updates are actually visible to fans, because of an algorithm called EdgeRank.
EdgeRank gives every post a quality score – measuring the number of comments, likes, and shares per post against the number of fans a page has. Businesses who want to be seen need to build up their EdgeRank, by making their posts interaction friendly – which means businesses need to spend more time building community with their fans. Fans don’t interact with self-promotion nearly as much as they interact with conversation. Your page needs to have a conversational, community feel – a give and take that makes your brand appealing to your fans and their friends. To really optimize your Facebook experience, mix up the types of posts to include blogs, videos and engaging questions.
Building the interactions your Facebook page is just one part of a good social media strategy. Seattle Social Media Marketing company, Rorymartin.com focuses on helping our customers build their EdgeRank. This helps our clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.
Five Leading Contributors to Facebook Fan Value
Posted by Rory Martin in Social Media Marketing on April 25, 2011
As growing audiences migrate to social networks like Facebook, a brand’s ability to connect and influence these customers must shift from traditional marketing strategies.
Facebook offers a great platform for developing stronger relationships with your customers. Facebook fans represent a significant opportunity to drive revenue enhancement, brand, and loyalty without incurring the considerable cost-per-person of conventional marketing.
The five leading contributors to Facebook fan value are:
- Product Spending
- Brand Loyalty
- Propensity to Recommend
- Brand Affinity
- Earned Media Value
How you interact with your Facebook fans is more important than the number of non-engaged fans your page has. So the question is how to manage this platform to build loyalty and generate sales? Fans are an extremely valuable segment of the Internet audience and should be addressed with specific strategies to nurture their ongoing participation and influence. RoryMartin.com offers comprehensive Social Media Marketing services to help your company tap into the power of social media.
Facebook Strategies Allow for a Discernible ROI That is Not Allowed by Most Other Approaches.
- More than 10 million users become fans of pages each day.
- On average fans spend an additional $71 on products for which they are fans compared to those who are not fans.
- Fans are 28% more likely than non-fans to continue using the brand.
- Fans are also 41% more likely to recommend a fanned product to their friends.
RoryMartin.com helps clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing. As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, RoryMartin.com can help you build a Social Media Strategy that reflects your unique brand and meets your business goals.
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