THE BIGGEST 'BAIT N' SWITCH' IN HISTORY?
This has been brewing since around May. At least that's when we first started noticing it here at Dangerous Minds and we certainly weren't the only ones.
Spring of 2012 was when bloggers, non-profits, indie bands, George Takei, community theaters, photographers, caterers, artists, mega-churches, high schools, tee-shirt vendors, campus coffee shops, art galleries, museums, charities, food trucks, and a near infinite variety of organizations; individuals from all walks of life; and businesses, both large and small, began to detect—for it was almost imperceptible at first—that the volume was getting turned down on their Facebook reach. Each post was now being seen only by a fraction of their total "fans" who would previously have seen them.
But it wasn't just the so-called "fan pages," individual Facebook users were also starting to notice that they weren't seeing much in their newsfeeds anymore from the various entities they "liked"—or even updates from their closest friends and family members. Something was amiss, but unless you had a larger "data set" to look at—or a formerly thriving online business that was now getting creamed—it probably wasn't something that you noticed or paid that much attention to.
There are a number of reasons why someone might unlike your brand on Facebook, but most of them are avoidable.
I recently came across an infographic on the Get Satisfaction blog that listed the top reasons why consumers unlike brands on Facebook and thought I'd provide some solutions for how to avoid dreaded unlikes. Here we go:
44% OF CONSUMERS UNLIKE BRANDS BECAUSE THEY POST TOO FREQUENTLY
SOLUTION: Don't post so frequently! I'm kidding... kind of. I can speak from first-hand experience that some companies feel pressure to post on Facebook every day. Instead of adopting a 'once per day' approach to posting, only post when you have amazing, relevant content. Your fans will love you for your focus on creating great content and not cluttering their newsfeed with crap.
43% OF CONSUMERS UNLIKE BRANDS BECAUSE THEIR NEWSFEED WAS BECOMING TOO CROWDED WITH MARKETING POSTS, AND SOME NEEDED TO GO
More businesses are turning to Facebook as a cost effective means to connect with and build solid relationships with customers. Subsequently, thousands of tools for Facebook have poured onto the market to help businesses effectively manage and increase ROI from Facebook.
Narrowing down the options into a manageable list to consider for your business can be a challenge in itself. That's why I've listed the 12 top tools for Facebook worth checking out below.
Top 12 Tools For Facebook
Klout is considered the standard for influence within the social media industry. It provides users with a score indicating how influential they are within Facebook comparative to others. Use this as a guide to how effective your Facebook page is, while also monitoring influential competitors to determine how you can improve your own page.
In the SEO world, there has been a lot of speculation about whether social media marketing is important. Through this discussion, it has been made clear that search engines do not have access to social media accounts. This means that the SEO implications of social media are limited. But is it possible that in the future, social media could have a significant effect on SEO?
Google is currently looking for a way to measure the quality of people's Facebook and Twitter followers. This is to prevent companies from being rewarded for simply creating a bunch of fake profiles to "like" their own page in order to look more popular. Right now, there is no way to measure this. This is another reason that the direct impact that social media has on SEO is very limited. However, that does not mean that a strong social media presence is not useful. Many of the benefits of having established, active social media profiles are also useful for your SEO, even though they do not directly affect your rankings.
The biggest benefit of social media is the social aspect. People create social networking profiles in order to stay connected with people. They remain active because they enjoy themselves. If you are a part of what they enjoy online, you are more likely to become something they enjoy in the real world as well.
There's little doubt that for many, if not most major brands, social media is a can't-ignore channel. But when it comes to branding, companies aren't the only ones using social media.
Thanks in part to the state of the global economy, the growth of social networks and the increasing importance of digital skill sets, individuals have embraced social media as a way to 'brand' themselves.
In some cases, that 'personal branding' can lead to greater job opportunities, and some even argue that individuals without a strong social media presence will increasingly find themselves at a disadvantage.
Case in point: Kimberly A. Whitler, an instructor at the Kelley School of Business at Indiana University, spoke with a number of industry experts about the interesting phenomenon of chief marketing officers avoiding personal use of social media.
One, Christine DeYoung, an executive recruiter, emphasized social media's power to create opportunity:
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