You have your clients across the continent. The game of social media marketing has changed. With many companies that depend heavily on Facebook traffic closing, now is the time to reach out to your clients and offer new strategies. I have a template you can customize. We have used a similar one here.
You are aware that Facebook has changed its algorithm, prioritizing posts from family and friends over those from companies. The social media giant is favoring contents that drive interaction over those for static or passive consumption. The implication is that most posts you share on your official business page on Facebook would be seen by lesser people. If the posts do not appear on users’ feeds, people would not see them, and you would get minimal traction for your business.
As your strategist, we want you to take action immediately and redesign how you can continue to reach your current and potential customers on social media. To our knowledge, Twitter cannot implement a similar strategy since there is no way to segregate between business and personal accounts at the moment. So, Twitter is a good tool to drive your business promotion. Just like Facebook, Snapchat has also implemented a similar algorithm which makes business-related contents do poorly in the ecosystem. LinkedIn, largely human-anchored and generally business-oriented, has never been a great platform to drive engagements from business official pages.
In other words, the chance that you can optimize earned social media without using your own personal accounts looks increasingly diminished. Of course, if you have the budget, you can always buy adverts on these platforms. However, the problem is that most times, when the adverts stop, everything stops. Organic traffic remains the best strategy to build and introduce your brand in your networks. As your strategist, we do recommend that the leader of this organization commits to use his/her personal social media accounts to help the business.
As that is done, we also recommend the following: Invest in a Newsletter. With social media entities creating confusion, it makes sense to invest in newsletter if you want to reach customers. MailChimp is a good one. We do not recommend Podcasts and Alexa at this time; Newsletter remains an alternative way to fix this challenge from Facebook.
Companies which have traditionally depended on Facebook traffic are already collapsing. We need to plan to avoid the fate of LittleThings which was decimated by a change in algorithm.
Then Facebook made another big change to its algorithm, one that was supposed to prioritize content from friends and family over news publishers. Speiser said this cut LittleThings’ influencer and organic traffic (which was its most valuable traffic) by 75 percent.
“No previous algorithm update ever came close to this level of decimation,” he wrote. “The position it put us in was beyond dire. The businesses looking to acquire LittleThings got spooked and promptly exited the sale process, leaving us in jeopardy of our bank debt convenants and ultimately bringing an expedited end to our incredible story.”
We would be expecting to know when we can visit or Skype to explain these changes extensively. It is always an honor to be serving this firm; we appreciate the opportunity. Our digital team has produced tools to help and we would be waiting to help the firm.
----REGISTER for my Innovation for Growth Workshop, Lagos, Sept 2018.
---Visit our Store for my books, cases, frameworks and more. Now, enjoy our consolidated subscription for all contents (past, present and future).
-- We offer Advisory Services (tech, strategy & Africa).