Tag Archives: Zuckerberg

Facebook Organic Panic

15 Jan

Facebook Like

The recent changes at Facebook announced by Mark Zuckerberg have caused panic and meltdowns by some so-called social media “experts.” These one-trick marketers think it’s the end of the world for Facebook and are spreading false fear to brands. I hope your competitors listen to this insanity.

Please share this terrible advice with your competitors:

  • Yes, Facebook is dying. It will probably go away forever very soon.
  • Facebook organic reach will be so low that it’s just not worth using Facebook anymore.
  • Facebook ad rates will go up. So instead of advertising to grow your business in the midst of the biggest business boom in 30 years, you should pull back and start hoarding pennies.
  • Stop using social media altogether.
  • Go back to relying on direct mail ads, newspaper ads, and yellow page ads, because, sure, that’s where customers are spending time.
  • Also, the sky is falling! Eek!

 

Don’t Panic

Let your competitors lose their heads. If they’re going to pull back on Facebook due to decreased space, that’s more space for the rest of us!

I’m not sure if any of these social media “gurus” really believe Facebook is falling, are just trying to get noticed, or have a deep resentment of Facebook’s success and are looking to celebrate a decline. But make no mistake – the only failure here will be made by those not constantly adapting and capitalizing on changes in social media.

 

What to Do

Here are my three recommendations in dealing with these changes on Facebook:

1. Double down on Facebook Ads and Instagram Ads. Will ad rates go up? Of course they will. Facebook ads are more effective and more efficient than any other ads available today. Prepare for a year where the US economy will grow 3-4% (finally!). So yes, ad rates will go up and so will your revenue if new customers can find you and can engage with you.

2. Create even better, more sharable content. The value of organic content is no longer about hitting many current fans with a message. The real value comes from getting a few fans or customers to share your content or their experience with their friends.  As per last week’s news feed changes, these shared posts by friends will dominate screens.

3. Consult a professional. Do you really want to spend your entire day navigating these increasingly complicated waters?

 

 

Jobs on Facebook

27 Mar

hiring

Who is your company’s best recruiter? Who finds the most talented team members capable of adding to your growth and culture? It could be your HR director, sales manager, or operations chief. Or it could be Mark Zuckerberg.

Jobs! Jobs! Jobs!

Last month saw a nice improvement in US employment numbers. 235,000 new jobs were added and they appear to be higher-paying as well as more likely full-time and permanent compared to those added in recent months and years. Some are calling it the Trump Bump. Another month like this and we’ll call it a trend. When we get to 500,000+ jobs, we’ll call it a boom.

A boom is great. A boom is welcome. But a boom will mean that exceptional candidates will be harder to find for your brand, offices, stores, service centers, franchisees, and locations. How will you bring them in?

The answer, as with many things in business in 2017, is Facebook.

 

Facebook Jobs

The Facebook Jobs app is slowly rolling out to business pages. If your page has the functionality now, you’ll see the Jobs tab in the recently-cleaned up apps list on the lower left side of the desktop version of your page. Desktop users will see your page’s jobs tab also on the left. Mobile users may find it in the horizontal scrolling apps on the mobile version of your page. But most users will find your job posting not by going to page (because who does that anymore!?) but by hitting the Jobs section in the mobile app where they will see compiled jobs based on their location.

So far most of the jobs I am seeing when I look at my personal Facebook app are for bartenders and food truck operators. This is supposedly only based on geography, but perhaps Facebook is targeting based on my recent posts!

Posting Your Job

If you already have the jobs function, posting is simpler than any job post you’ve even created in your life. First click that Jobs tab on the left to get started. Then click on the green Create Job box.

Jobs on Facebook

Jobs on Facebook

This takes us to a very simple “Publish a Job Post” area. Calling this “a post” is very smart and enticing; it’s fast, easy, and everyone has created a Facebook post. Like any post, give it a headline, add a photo (or default to your cover photo), put in the basics on the job and you’re done. This is so easy and fun that I think employers will create more jobs just to post more. We’ll call that the Zuck Bump

Jobs on Facebook

 

But What About LinkedIn?

The Jobs on Facebook section is so easy to use for employers and job seekers that some have questioned the future of LinkedIn. While I support the position that Facebook is steadily replacing everything online, I think there’s plenty of opportunity for LinkedIn users for a long time to come. Some jobs – perhaps those on the higher end of the economic scale – may never appear on Facebook. And if we hit the jobs boom, employers will need to find candidates in multiple places and channels.

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