Pinterest isn’t applicable to what you do and you can’t seem to get much interaction in the roomful of simultaneously shouting people called Twitter, but Facebook is different. You have meaningful interactions on your Facebook page, the people who head to your website from there stay for a long time, and the Likers continue to add up.
What if I were to tell you things have changed?
In a hugely successful article entitled “Facebook: I Want My Friends Back”, Dangerous Minds examined the puzzling recent page addition Facebook calls Promoted Posts.
It’s a very interesting and sometimes scathing article that compares Facebook page statistics before and after Promoted Posts went live. It also points out that, coincidentally, Promoted Posts were introduced at just about the same time the Facebook IPO underwhelmed, leaving the social media giant looking for new sources of revenue.
The story cites owners of Facebook pages who rely on their page traffic to thrive and have seen their businesses floundering if not flat-out failing since Promoted Posts were introduced in Spring of 2012.
Read the full Dangerous Minds article for all the info, but in summation, your Facebook messages now reach roughly 15% of your total audience. And to decide how much of the remaining 85% you want to reach, you first have to decide how much you’re willing to spend to promote your post.
There’s plenty of outrage about this new development, but what infuriates us at DC Interactive the most is this: Facebook is using an antiquated, impression-based model to fuel Promoted Posts. That is a turn-of-the-century, greedy business tactic that favors revenue over loyal users.
So what’s the solution? Many people are saying “I’m going to find a new Facebook,” but frankly, there isn’t one. It’s the most influential and powerful social media site, still a must-have for every business.
The solution then becomes a strategy of not putting all of the company eggs into the Facebook basket. The businesses being hurt the most by Promoted Posts are the ones who don’t have the ability or the time to take advantage of other ways to target their audience.
DC Interactive Group is a full-service interactive agency. We understand how important it is to put time and effort into a beautiful website, a great blog, Pay-Per-Click advertising, remarketing, email marketing, SEO, mobile apps and marketing, and even alternative sources.
If your Facebook traffic has been frustrating you, contact us here. We’ll get a conversation started with you about what you need.
In October 2011, as Sherman Hospital’s annual events for Breast Cancer Awareness Month took place, the Sherman marketing team came to us with a question. Is it possible to motivate men, those notoriously stubborn creatures, to care about their personal health and wellness?
Using social media as the foundation, we were tasked with creating an online campaign that would increase user activity, promote the hospital’s trusted voice, and in general, get people talking.
Our client, Sherman Health, was interested in creating a larger “Fan” base on Facebook. At the time, a lot of hospitals in the area had been promoting giveaways featuring iPads. So instead of walking the beaten path, we chose to give our promotion a little more meaning.
Instead of setting a 1,000 “Like” cap like most other hospitals, we decided to stretch out the giveaway to reach an even greater number. Sherman was currently at 800 “Likes” and we wanted to surpass the standard 1,000.
In Sherman’s giveaway, the focus was on health and fitness, not on Apple Technology. Prizes were given away weekly that had a health related theme behind them. For example, the first week’s prize was a yoga mat & block. Instead of just giving away the prize, we also created videos that discussed the benefits of yoga. It’s one thing to own the exercise equipment, it’s an entirely different thing to know how to use it. We did this with a variety of other fitness prizes in the following weeks.
The grand prize was a Wii & Wii Fit Plus. This was not only a highly sought after prize, but it also would provide the winner with a fun way to exercise. Overall it was important to Sherman Hospital and us, that the contest didn’t stray far from their overall message; healthcare. In the end this giveaway not only stuck to the message, but increased the fan base by 50% gaining 400 new fans in about 1 month.
Josh McColough, Marketing Communications Manager at Sherman Health shared his thoughts about the promotion:
“We thought we’d get a good response, based on the items we were giving away, which were both fun and healthy. But we never imagined that we’d increase our Facebook fans by 50% in just a few weeks. Our employees were talking about the initiative, too. It was really fun to hear people encouraging other employees to ‘Like’ us”
We were hired to help increase the number of leads and, ultimately, the number of sales at Crown Community Development. The problem? The housing industry was on a steep decline from the launch of our Web Marketing campaign with Crown. However, we beat the odds to help increase sales in a trackable way. How so?
Metrostudy, a leading provider of primary and secondary market information to the housing and related industries nationwide, was looking to grow their online presence. As a primarily B2B company, Metrostudy faced a unique problem in the Internet Marketing arena: finding the appropriate means to generate information that interested their very specific consumer audience. Senior VP of Business Development Michael Castleman knew would he was facing a challenge.
Seigles Center has been in the Chicagoland area since 1881. It closed briefly from 2005 through 2009 and then reopened, focusing on cabinets as the largest distributor of kitchen and bath products in the Chicago area. The Cabinet Center was opening locations around the Chicago area and wanted to reintroduce itself in a big way. They wanted to make new contractors aware of their products and offer potential customers a reason to at least get their foot in the door and see what they had to offer.