Tag Archives: Facebook marketing

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What Facebook’s newsfeed changes should mean for your church page…

Nothing.

These recent changes to the newsfeed algorithm “EdgeRank” are bad if you’re a business that isn’t committed to engaging people via Facebook, but just wants all your fans to see every inane thing you have to say.

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Image Credit: I turned the pic from this page “upside down”

Facebook has controversially made pages less prominent in people’s newsfeeds – but other than page admins, is anybody really bothered by this?

Who likes pages on Facebook to hear from them regularly?

And if you do, the honus is on you to keep engaging with the page. If you run a page – you can still pay to promote your posts. But that’s dangerous – because, as a commenter on that post points out – people will disconnect from your page if you serve up content they don’t care about. Facebook is even going to introduce a “pages only” newsfeed. I’ll probably use it occasionally, but I doubt many other people will…

Content publishers and Football teams (well, their owners) are up in arms. Because apparently Facebook owes them something. There’s a rule about this – if you’re not paying, you’re the product. Not the customer. Facebook doesn’t owe you anything – and its job is to give users relevant content, that they want to see, to keep them engaged addicted.

Look. It’s hard if you’re a small business owner, or a big business owner – and Facebook changes the rules. And it’d be great to get a platform on the web for free. But that’s not how life works.

You’ve got three choices if you want your stuff in people’s feeds – pay for it, post good stuff that gets shared naturally, or game the system. You can pay for ads. You can pay to promote your posts. You can produce things that people will share. Or you can produce a team of people who are committed to sharing your stuff.

If you’re a business wanting to get noticed on Facebook, then be noticeable  Naturally. You might have poured resources into getting fans – but what sort of relationship do you pay to start, but not invest in maintaining? That’s not how friendship works – and it’s not how developing brand loyalty works.

Yes. Facebook is turning down the reach of your page. Because you’re boring. Produce good content. See what happens. If people want to visit your page, they will. And they can add it to their interests. But Facebook is just doing it’s job. So stop whining.

These Changes and your Church Page

But what does all this mean for churches on Facebook?

Nothing.

No really. Nothing.

It’s slightly different if you’ve got a business page, where you have to win people to your brand so that they’ll talk about you, and don’t have a ready made team of people who should be thinking of themselves as ambassadors for the Gospel (2 Cor 5:20), which I’d suggest means living the Gospel out on Facebook. The gospel is built for virality. It’s built to be shared. It’s good news. It’s what social media is made for…

I’ve no doubt getting your congregation to habitually use Facebook to promote the Gospel and your is something that takes a bit of a sustained effort and creativity. But it’ll be worth it. This requires a rethink about who your page is for. It’s not for your church – it’s for your visitors.

If you think your Facebook page is the best way for you to communicate with your members – you’re doing it wrong. Get a Group. 

Facebook pages are for outsiders. Not insiders. People barely ever come back to a page after liking it. That’s reality. They’re liking it because they’ve landed on it – they’ve either been pulled there by something you’ve done, an ad they’ve clicked, or something someone has shared, or better yet – because they’ve landed in town and they’re searching for a church.

The content on your Facebook page should be aimed at helping people connect to Jesus, via your church, in the real world. Or for equipping your ambassadors – your congregation – with good stuff to share with their friends so that they can connect to Jesus, via your church, in the real world. The Gospel, and the church, are real world deals – not something to click around online. But providing stuff to click around, so that people can get a sense for how your church works, is pretty vital for the primary visitor to your page – the newcomer.

I’m rethinking the way we do this stuff at Creek Road, and I’m nowhere near settled on a working model, nor does our page do the stuff I’m advocating here – this is my thinking out loud, but my e-friend Steve Fogg, who’s the Comms genius at Crossway in Melbourne, has been posting some good stuff on boosting engagement on his page lately (and this list of tips for church leaders). He also suggests promoting posts as a good way for churches to deal with the EdgeRank changes, but I think there’s a better way.

Stop thinking that your Facebook page is an extension of your community, where community stuff happens – there are better tools for that, a Facebook Group, or something like The City. And start thinking of it as an extension of your mission.

Here’s some tips.

  • Use it to share stories – about being part of your church, but ultimately about being a follower of Jesus.
  • Use pictures as wall posts. They rank better, and people share them and like them more frequently.
  • Post engaging content that challenges people. Preferably with the message of the gospel, not your spelling, or your emphasis on silly things.
  • Make it about people. Help people see themselves in your church on a Sunday.
  • Make it interesting. Make it informative. Give people as much information, as many photos, videos, events, and introductions to what’s going on as they’re prepared to click through while they think about coming to your church.
  • Share good content that people can share with your friends that promotes the gospel.
  • Be real. Make sure the church people read about on Facebook is the church they experience if they rock up on Sunday.

What Facebook’s “Promote post” option means for promoting stuff on Facebook

Facebook is a bit of a minefield for marketing/communication people to navigate at the best of times. It can be incredibly useful, and plenty of businesses swear by it, but it can also be an incredible waste of time. Especially because Facebook keep changing the game. And they keep finding all the really effective ways people are using the platform to boost their business without paying – and killing them.

I’ve got a few marketing clients who use Facebook, I use Facebook advertising to help out with my sister-in-law’s bridal make-up and children’s theatre companies, and I use Facebook to promote Stir, a Christian event in Brisbane, and think about how we use Facebook as a church. Incidentally – it appears Facebook is currently doing a survey where they’re giving out $25 in advertising credit.

I know heaps of sole trader small business/creative/entrepreneurial types who use Facebook as the sole means of promoting their business and finding clients. While these friends of mine have chosen Facebook because they don’t want to spend on advertising – I don’t think this change represents a hurdle for these types of business. This model, resisting advertising, relies on creating good products, and putting these creations on Facebook in a way that encourages sharing. It’s word of mouth stuff. That just takes strategy, encouraging people/customers to share your business with their friends, and putting up posts that people are more likely to interact with and share. That business model isn’t really going to be threatened by this change unless a huge number of people start paying to have their posts shared in a way that clogs up all of their friends’ news feeds.

In the last couple of days Facebook has rolled out a new revenue raiser. The “promote post” option – not just for pages, but for individuals. You can pay to make sure every one of your friends sees your latest update. I assume the cost is figured out by how many of your friends are regularly interacting with your posts, and how many friends you have might also be a factor.

This is potentially a game changer – both positively and negatively. Here’s some reasons why.

First of all – Facebook is now a public company, it has to make money for its shareholders, it has to produce revenue to pay its costs, and people don’t really love anything Facebook does to make money, because for some reason we think it’s free.

There’s an old saying, If you’re not paying for Facebook, you’re the product, not the customer. It’s trite, but true.

Second, the real strength of Facebook, for companies, and particularly for churches, is the platform it provides to communicate to people who have opted in by liking your gear – ads that convert to likes are ultimately more valuable in the long term, than ads that convert to one off sales, or event attendance.

Third, in my experience, advertising is good at securing likes. But, unless you’re serving up ads to your fan base, rather than to your targeted audience, it’s likely that you’re paying about $0.80 for a like that goes nowhere. The chance to send a guaranteed post to the newsfeeds of 800 people for five British pounds is, in my mind, better than the return on investment where you pay $20 for 25 likes. But used together, there’s a good chance to turn likes into something a bit more ongoing.

Fourth, until this change – there was no guarantee that what you post on Facebook gets into your friends’/followers’ news feeds. Facebook is clever. It knows you won’t come back if all you see is 13 photos of cats from your aunt’s crazy friend who you accepted because you know how fragile her delicate ego is and you didn’t want to push her over the edge. It also knows you don’t want to be constantly spammed by businesses you don’t really value, who somehow tricked you into hitting like. Facebook works out what you want to see using a clever algorithm called Edgerank. What they’ve told the world is that edgerank figures out your relationship to all the elements that can possibly appear in your news feed using an algorithm that values how often you interact with the person/page, how many other people think their post is worth interacting with, and how recent the post is. If you’re a business (or person) and you have a bad social media strategy, where you post too much stuff that nobody cares about, pretty soon your stuff is pretty rarely going to hit the news feed and people will have to deliberately seek out your content. The stats on this are pretty appalling – most people like a Facebook page and never go back – which means they aren’t going to see your stuff very quickly, and any time and effort you’ve spent gathering a tribe of loyal followers is going down the drain.

This has implications for how you use Facebook if you’re interested in people seeing your stuff. Social media success, as far as the expensive social media consultants (or your cheap ones like me) are concerned, is about boosting interactions on your posts. This means posting stuff that encourages a response, posting really likeable stuff that people want to share, and trying to keep discussions going when they start. But that’s really hard, and takes time and effort, and there are plenty of businesses out there who have killed their edgerank by just not getting it (or knowing about it). So this promote post option offers a fresh start for businesses like that. It also gives businesses who do produce good content the opportunity to boost their edgerank – if what Facebook says about promoted posts is true (40% more interactions on promoted posts), then it is likely that the $5 hit, delivered a few times, will add value to your Facebook presence.

I’ll be using this option with a few of my clients, and factoring it in for a few of my content driven social marketing budgets. Because it takes a lot of the guess work out of using Facebook, and puts heaps more control back in the hands of page owners who have been dudded by the switch to Timeline (but that’s another story for another time).

I won’t be using it for my profile – partly because I don’t think it’s worth it, I have photos of a cute baby daughter to generate interactions. And the beauty of this is that once you’ve done it a few times, if you get a good response, you won’t have to keep doing it until Facebook inevitably reconfigures its EdgeRank algorithm.

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Will you bring social media to the real world with a “Facebook Card”?

These are interesting. I thought social media and online profiles were meant to kill the business card. Not reinvigorate them.

They appear to be officially endorsed by Facebook. You order them via your Facebook account. Once you’ve got Timeline turned on.

“To make your own Facebook cards just go to your http://www.facebook.com/yourfacebookusername/info and hover over the little Business Card in your Contact Info.”

Once Facebook figures out how timelines are going to work with business pages I might get some of these for a few of my pages, and some social media clients. They look a bit schmick.

Sadly they’re being released in small batches, and are sold out today.