Tag Archives: fans

How To Increase Fan Penetration On Facebook

Recently, adding to the frustration of marketers, fan penetration numbers have seen a drop across the board. Fan Penetration is a term we use to indicate the percentage of fans a brand page averagely reaches with its content. Very critical to the success of a brand’s social presence it ultimately hits the ROI. An important Facebook insights, this percentage directly links and is dependent upon the relevancy of posts and content.

Facebook Reach

Lets face it, Facebook is a social networking site and it is primarily for individuals and not business. Moreover, they also need to monetize its business model. And therefore, Facebook have optimized their newsfeed algorithms to display content that users find interesting and engaging to make Facebook better for them (you would have imagined on the contrary).

What Facebook calls as the goal of News Feed is to ‘show people the right content at the right time’ now more than ever have become the goal of all community managers. It has become more important than ever before to look at who and what people are connected to and how they interact with content — such as what they click, share, read or comment.

Content is still the King! – Be sure to think content when your are strategizing for Facebook. Facebook does and will continue to show content from pages that tend to have engaging posts and high CTRs (clicks, likes, comments and shares) and low number of users hiding the page’s posts (low spam).

Keep it relevant and timely!

Set clear expectations (for fans and yourself) – Be sure to post content as per fans’ expectations. If that may not be the case at times (you are running a business right), set clear expectations so there is no surprise or a disconnect. Use descriptors (The ‘About’ right below the profile pic) to your advantage – call out what you have to offer.

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Identify and maintain a good posting schedule – Out of sight out of mind – make sure to be on top of your fans mind. Post regularly and consistently. Identify and practice a right balance in what yu could produce as content and that that the fans would consume. In doing so the fan penetration and spam scores provided by Facebook Insights will come most handy. Do not over kill in your enthusiasm to reach out to your fans.

Use Facebook Ads, give your posts the push when required – Ads will provide you the exposure to increase penetration. Make your content creation worthwhile – make it reach your fans with a small push.

Get going and share how you are increasing your page’s fan penetration. Here are a few posts’ types that work well :

  • Ask your fans to caption photos
  • Post sharable photos – especially festival ones
  • Quotes
  • Fill in the blanks
  • Timely and comical photos
  • Ask questions
  • Always, always, provide a ‘Call to Action’

Happy posting!

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#WTF is Social Dynamics – Do We Even Have a Freaking Idea?

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Everybody wants to do social. All are driving their brands to social. All rosy to begin with, full of enthusiasm, round the clock dedication, always on top. 6 months and start running after returns. 6 monhs of 50000 fans, whichever comes first – start pushing for monetization – Sell Sell Sell as if your fans are dying to buy your products/services out.

Patience, a virtue, much talked about in school, also in traditional – come social and woosh! Slow and steady wins the race, again studied in school, forgotten on social. We took a year to graduate each class, but on social recruitment to monetization need to be achieved within 1/2 that time. Logical, but never followed, simple and straight – recruit, consolidate and then consolidate and monetize. Social will always give you returns and the magic will happen. But, remember the very important ingredients – commitment, patience and consistency (considering there is domain expertise, objectives and strategy.

How long will we faf and not realize the potential of social. Social dynamics is key and as soon as you get what that is the better for you to tap into its potential. These dynamics will give you clear cut measurables, building to an ROI no one can refute.

In a following post, I will talk about the KPIs that we need to track and we need to build up to them and come good with ROI.

Leaving you with intrigue and hoping to hear your views on social dynamics.

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Patience, Hard Work & Perseverance: Social Media

You launch your campaign, the excitement is high, everyone is on board…Then about two weeks later, the excitement fizzles, the campaign looses steam and you are looking for results.

Are you kidding me… 2 weeks and you are looking for results.

A great social media campaign yielding determined results takes anywhere from 3 to 6 months and depends on the aggressiveness and goals of the campaign. Your impatience and lack of adhering to a social strategy is the reason why most of your campaigns don’t succeed.

Whenever you look to measure ROI for social media efforts, remember to be patient. I know it’s difficult, easier said than done, especially when your bosses insist on seeing results instantaneously. Start with what you have, the situations you can control and also the areas that you cannot affect.

Don’t get hung up on your metrics, how many dollars will I make, will I get traffic, how much will I sell… at least not in the beginning. What you need to measure though is the level of engagement with your ‘X’ number of fans.

Make sure you use your time and energy wisely. Analyze what metrics/KPIs make sense for your product/service.

Social media, if done right, can be classic brand building. But it takes time, time to build credibility, time to build influence, time to build a community. It doesn’t matter what the goal is, it’s not something that can happen overnight!You got be patient, hard working and have the ability to persevere to taste success.

Okay, lets broadly breakdown the results and goals of a typical social media campaign.:

1. Exposure and buzz: Exposure and buzz happen by reaching new audiences and making a repeat appearance in a strategic and relevant way. Reaching the audiences with useful information over and over will start to create the presence and allow audiences to start buzzing. The more you appear in their social networks, the more likely they will start buzzing and help fuel the exposure.

2. Branding: Reinforcing and recreating a brand is also based on repetitive exposure. Determining what the brand is and what it wants socially, will help form the online brand will ultimately help boost customer loyalty, and build the brand. Share industry knowledge and answer questions or help others. This will help you construct your image and over time, the brand will be recognized and understood.

3. Online reputation management: Social media networking can produce reputation management in two different ways such as helping irritated customers or solving problems and using search engines by having their social pages rank well on the search engines and push other results lower in the SERPs. Both creating a presence and letting customers know you have a social presence and they can utilize the accounts as necessary and search engine results, take time and effort to start achieving the goals.

4. Sales and new business: Different types of social media campaigns can have a direct influence on sales (and should if that is a defined goal). A strategic targeted message about specific sales information can be appreciated if done in moderation. The messages can direct users to viewing new products, blog posts, current specials or free offers, which can result in sales conversions. It takes some time to build the reputation and relationships before hitting the audience with a sales message, and then some additional lag time before they actually pick up the messages and respond to the call-to-action.

Give yourself and the campaign 3 to 6 months and you will see what I am talking about.

Let me know what you think by adding comments. To know more on Social Media follow me on Twitter @ajaxjoshi

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