How Your Brand Can Get 10X More Organic Reach on Facebook

26 Jul

smartphone-1445489_1920

 

 

As Facebook organic reach continues to drop, some marketers are completely abandoning all hope of having fans see any unpaid posts.

On Social Geek Radio and on this blog, we’ve recently discussed how Facebook Live is like “old school Facebook reach” (thanks to Nick Powills for that phrase!). But what if you simply want to drive fans to your website, landing page, or blog?

The prevalence of Facebook Live videos is further hurting the organic reach of your shared link. It’s a zero sum game; that great organic reach attained by other brands’ Facebook Live videos will take away from your posts’ reach.

How can we get old-school reach numbers on old-school links?

 

Override the Link

While all organic reach is down, links to posts and pages appear to be doing far worse than photos. Using that to our advantage, we can share a link just as we would share a photo.

Here’s how:  Hold on to that copied link that you would normally paste in the posting area. Instead, select Photo first and upload an appropriate image for the post. You may want to first go to that blog or page and save an image from the page. After you’ve uploaded the photo, now you can paste the link. Add text before that link and you’re done.

I’ve been doing this consistently on pages I am managing over the past few months while also occasionally posting similar links as links on alternate days. My Photo + Link posts are all getting 20% to 45% reach each day! The Link posts are getting 2% to 10%.

The Photo + Link posts get 10 times more reach than the links alone. If you’re doing this now or will being trying it out, I’d love to hear about your results!

 

TBT Vinyl: Pearl Jam, Vs., 1993

21 Jul

Pearl Jam Versus

Pearl Jam
Vs.
Epic Records
1993

 

The cover photo on the LP version of “Vs.” is  more content sheep than the CD version’s angry sheep.

 

 

 

Days Not to Post on Facebook

18 Jul

Facebook Calendar

 

I am a big proponent of posting shareable content on all of your brand’s pages every day. A steady cadence of a daily organic posts (and now coordinated with ads) will help you stay top of mind and in the newsfeed to your customers. But as I discussed at my recent Southeast Franchise Forum presentation, there are days when no post may be better than a post.  

This is advice for any US brand’s national postings. If you’re a Franchise brand or have multiple locations in multiple markets, be aware of what’s happening in all of your local communities as well.  Local emergencies and weather issues may be reasons to hold off on posting for a day or two. Obviously you will need the help and input from your field team and perhaps alerts from news sources within your geographic footprint.

 

National tragedies and major International tragedies:

When terrorists (domestic or ISIS) struck in Baton Rouge, Nice, Dallas, Istanbul, Orlando, Paris, San Bernardino, and the growing list of places, people took to social media to learn, grieve, and show anger with their friends. Your brand’s marketing message would at best be lost in the outpouring or at worst stick out like a clueless, poorly timed, insensitive faux pas. Just wait a day or two to get back on schedule.

 

Celebrity deaths:

When icons like Prince, Muhammad Ali, or David Bowie died, many brands posted ill-advised images complete with marketing tagline and logo.  It works if you’re MTV or SiriusXM and you’re sharing an artist’s work for the day, but it doesn’t work if you’re selling fast food.

 

Political events:

Avoid posting after the first day / last day of the upcoming conventions. Also avoid the evening of and the morning after the Trump / Clinton debates and of course, Election Day. You will be buried in newsfeeds, so just wait a day. 

 

Holidays:

Take a break on MLK Day, Memorial Day, Veterans Day, and September 11. Unless you have an inspirational and relevant message, please avoid it!

 

TBT Vinyl: Rush, Moving Pictures, 1981

14 Jul

rush

Rush
Moving Pictures
Mercury Records
1981

 

MASTERPIECE. That is all.

 

Rush

 

 

 

Communications, Churchill, and Wine Thirty

13 Jul

 winston churchill

 

It’s Wine Thirty PM. Are You In?

By “in” I really mean on. If your connections, colleagues, and collaborators are anything like mine, you may have seen a growing trend in late evening communications over the past couple of years.  We all have dinner, spend time with family & friends, watch an episode or two of some binge-worthy show, put the kids to bed, take out the dog, fire up the laptop, and start our second work day. Adult beverage optional, but recommended.

It’s not that we’re ever really disconnected; emails and texts make sure of that. But when the world winds down, the call of full-blown, full-sized outlook / gmail, spreadsheets, and powerpoint is irresistible. 

Why do we do it? There may be an optimistic hope that each minute spent prepping for tomorrow’s meeting with ensure a better outcome. If we review that client’s data one more time, we’ll see the answer. And if we spend a few more minutes on the reports than Peterson does, it can’t hurt!

 

The Churchill Effect

Winston Churchill may have originated this behavior, though I don’t call it Wine Thirty just because he liked a glass or two or three of wine.  He did. He did indeed.

Sir Winston developed a similar work pattern. Martin Gilbert outlines this strange part of Churchill’s daily schedule in Churchill’s Wartime Leadership. During World War II, he knew that his advancing age and deteriorating health required rest and thus took a nap late each afternoon. This allowed him to restart his day again in the evening. He would work late into the night, in essence creating a second work day in each 24-hour period. While most of the world was winding down for the evening, Churchill was meeting by the fireplace with generals, ministers, and advisors. 

You and I are doing the same at Wine Thirty PM with CEOs, clients, and advisors! Only instead of chatting in-person at 10 Downing Street, we’re on chatting online, texting, emailing, and tweeting. Fireplace optional.

#TBT #Vinyl Robert Plant, The Principle of Moments, 1983

7 Jul

Principle of Moments

Robert Plant
The Principle of Moments
Es Paranza / Atlantic Records
1983

Released 33 years ago this week,  this was Robert Plant‘s second solo album and scored a big hit with one of my favorite tunes, “Big Log.” Guitarist Robbie Blunt sounds ridiculously like Jimmy Page here!

 

 

TBT Vinyl: Cheap Trick at Budokan, 1979

30 Jun

Cheap Trick 3

Cheap Trick
At Budokan
Epic Records
1979

We’re all alright.

 

Budokan

budokan

budokan

Social Media Marketing for Franchises Best Practices

27 Jun

SEFFLogoIFA logo

I’m excited about speaking at the Southeast Franchise Forum / IFA Franchise Business Network July 12 in Atlanta. We will be discussing best practices in Social Media Marketing specifically for Franchises.

I’ve been working with franchise systems to help their consumer and franchise development using social media for about as long as social been around. But tactics that worked in the “old days” of 4 or 5 years ago may not cut it this year or next. We’ll explore:

Yesterday v. Tomorrow

National v. Local

Paid v. Earned

What are we doing v. what should we be doing?

 

If you’re near Atlanta, please join us! Save your seat today and I’ll look forward to chatting with you.

 

qiigo-logo-320x132

TBT Vinyl: The Beatles, The Red Album / The Blue Album

23 Jun

The Beatles Red Album

 

The Beatles
1962-1966 and 1967-1970
(Also known as The Red Album and The Blue Album)

Apple
1973

 

What was the biggest band of the 1970s?  The Bee Gees? The Eagles? Led Zeppelin?
Nope…The Beatles ruled, even though they broke up in 1970. 

If you grew up in the 70s or 80s, you probably didn’t first listen to the fab four on the original iconic albums or am radio like our friends from the 60s did.  You probably had one or both of these gems.

 

image2

image1

Bealtes Blue Album label Apple records

 

 

TBT Vinyl: Pink Floyd, Pulse, 1995

16 Jun

Pink Floyd 1

Pink Floyd
Pulse
Columbia Records / EMI
1995

 

This 4-record LP box set contains live shows recorded in London and Rome on from the Division Bell era lineup. The CD version has a pulsing red LED light on the spine which lasted a couple of years. But this vinyl set has a large hardcover book of in-concert shots.

Pink Floyd 2

Pink Floyd 3

 

 

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