I feel that I only blog when I have something to rant about, so let me start off by saying, I apologize for that - kinda.
Now, let's get down to 1s and 0s.
There are hundreds, if not thousands of digital ad agencies in the US. All of which are claiming to be geniuses at what they do, which is helping companies place and optimize digital ad and SEO content campaigns. I think that's great, really I do. I'm sure out of all those agencies, there are actually a fraction of them that know what they're doing, too. If I was a small business and didn't have manpower resources but had the budget, I would totally be on board with one to consult me on a regular basis. What these folks need to realize though, is that there are limitations.
Yes, I understand that having someone optimize my campaign will "more than make up for itself" or "pay for itself" in any agency fees I pay to you. But what YOU need to realize is, I still have to pay you. One way or another, I'm going to spend this money...and I don't have extra money to spend, which means, I am going to have to pull back on the amount of the buy to compensate for your fees. This is a gamble though, as I'm assuming what you say is true. I mean, you could optimize the campaign and then tell me "well, when we got in there, the keywords you really want are more expensive, so...you're still going to get the same number of conversions or less."
Yes, could I be overreacting. But there is something you need to realize, Judge Judy.
When you ask for my time to sit down and explain how I got to the place I'm at, I don't need you to sit smugly across the desk from me. While you may not agree with them, I have 20 reasons why I can't do what you're suggesting I do. Your smugness is quickly floating to the top of the list as the number one reason why I won't do what you're suggesting. Just because you're being all Judge Judy.
Perhaps when you want someone's business, you come in with a plan on what you would do. Pitch to me. Don't just tell me everything I'm doing wrong. Clearly, I know there is opportunity or I wouldn't be talking to you in the first place.
Sunday, November 9, 2014
Thursday, April 3, 2014
Facebook wants you!
Yes, they certainly do. Facebook wants YOU...to spend money.
If you haven't already heard, Facebook has been changing their engagement formula (or whatever the heck you wanna call it) over the last few months. In short - posts from brand pages are getting less and less engagement and reach from their "page likers", simply because those that like the page don't get to see what the brand is posting near as often as they used to.
As an example: most of the posts from our corporate brand page used to reach approximately 1,500-3,500 users (at least according to what Facebook would tell us). Now-a-days, we're lucky if that number creeps above 700-1,000.
I'm sure that there are a lot of theories as to why they would change this, but let's just call it - Facebook wants money. They want you to sponsor your posts to be able to get in front of the people that 'like' your page. Which, didn't those same people already tell Facebook they wanted to see your posts when they 'liked' the page in the first place? Now we've just made it harder for those that actually want to see your content. Not only do they need to like your page (or be friends with someone that likes your page), but the brand is likely going to have to pay to be able to actually broadcast their message.
*sigh*
I see this potentially going one of four ways:
1. Brands will have to establish a new strategy for how they use their Facebook pages. Primarily looking at finding different types of content that will still maintain a higher level engagement/reach than just text posts or blog/link shares. This may include leveraging other channels more often for content sharing (such as Twitter or LinkedIn) to increase overall reach.
or
2. Brands will have to sponsor most of their posts if they actually want people to see them.
or
3. Keep doing what their are doing which may cause them to fail, especially if their only social media channel is on Facebook.
4. Combination of 1 & 2.
So, what is your brand doing to increase your social reach on Facebook?
If you haven't already heard, Facebook has been changing their engagement formula (or whatever the heck you wanna call it) over the last few months. In short - posts from brand pages are getting less and less engagement and reach from their "page likers", simply because those that like the page don't get to see what the brand is posting near as often as they used to.
As an example: most of the posts from our corporate brand page used to reach approximately 1,500-3,500 users (at least according to what Facebook would tell us). Now-a-days, we're lucky if that number creeps above 700-1,000.
I'm sure that there are a lot of theories as to why they would change this, but let's just call it - Facebook wants money. They want you to sponsor your posts to be able to get in front of the people that 'like' your page. Which, didn't those same people already tell Facebook they wanted to see your posts when they 'liked' the page in the first place? Now we've just made it harder for those that actually want to see your content. Not only do they need to like your page (or be friends with someone that likes your page), but the brand is likely going to have to pay to be able to actually broadcast their message.
*sigh*
I see this potentially going one of four ways:
1. Brands will have to establish a new strategy for how they use their Facebook pages. Primarily looking at finding different types of content that will still maintain a higher level engagement/reach than just text posts or blog/link shares. This may include leveraging other channels more often for content sharing (such as Twitter or LinkedIn) to increase overall reach.
or
2. Brands will have to sponsor most of their posts if they actually want people to see them.
or
3. Keep doing what their are doing which may cause them to fail, especially if their only social media channel is on Facebook.
4. Combination of 1 & 2.
So, what is your brand doing to increase your social reach on Facebook?
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