Social media – no guarantees

The only thing in social media that’s constant – is change. Facebook can be an incredible source of referral traffic and growth, but there’s no guarantee it will last. If Facebook officially launches ‘Explore Feed’ which its currently testing in other countries, it will be the demise of all business pages, (IOHO), unless, of course, you have deep pockets for paid ads.

Although Adam Mosseri, Head of News Feed for Facebook, says it currently has no plans to roll this test out further, according to this article from Techcrunch: “Facebook is downplaying this test banishing all Pages to buried Explore Feed. This same situation has played out a half dozen times on Facebook: Facebook saw users didn’t like viral game spam, so it turned off game virality and developers like Zynga imploded; Apps like BandPage let musicians stream music from the landing tab of their Facebook Pages, until Facebook banned landing tabs and BandPage lost 90 percent of its traffic in three months; It saw its Open Graph social reader apps were clogging the feed, so it removed most of their visibility and the apps plummeted; The desktop sidebar Ticker showed what friends were doing in third-party apps and was filled with Spotify listening activity, until Facebook muted the channel and eventually all-but-deleted it.”

Creating social currency

Do you rely on Facebook pages to get your marketing messages and images to your audience? You might want to rethink that strategy. Diversifying on social media is key. There is no reason to be on every social media channel out there. Just the ones your ideal customers are on and ONLY the ones that make sense for your business. The ability to more clearly identify your target customers will help both pinpoint your social media efforts and get a higher return on investment.

Like it or not, most customers go online to research their next purchase. As such, having the right online marketing strategy can help you secure new customers and gain a competitive advantage.

The four key components to consider for your online marketing strategy:

  1. Keyword Strategy: identify the keywords to optimize your website.
  2. Search Engine Optimization Strategy:  updates you make to your website so it shows up more prominently for your top keywords.
  3. Paid Online Advertising Strategy: the online advertising programs you use to reach target customers.
  4. Social Media Strategy: how you will use social media to attract customers.

Once you have you online strategy laser focused, you can use your social currency  to get your marketing messages and images in front of the right audience.

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About the Author
Deanna White, CM is owner and publicist for storylinePR and recognized as top marketing talent in Canada by the Canadian Marketing Association. She works with Ottawa’s most talented fine art photographers – “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca

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