Chasing the Algorithm
From Google to Facebook, Why the Algorithms Matter
Your Own Marketing Department
By Sandra Rodenas
Feb 01, 2018
Recently, I enjoyed a great cup of coffee with a friend. During our tête-à-tête, my friend shouted out with much fervor, “I’m going to conquer the algorithm.” Laughingly, I asked her specifically which algorithm she would conquer, and she responded “all of them.” I learned that she was quite annoyed with the Mark Zuckerberg’s announcement of the upcoming Facebook news feed changes. She lamented that she and her staff were spending hours upon hours to constantly adjusting their strategies across the web to address the lightning pace which algorithms from Google through Facebook change. Does this sound familiar?
In Zuckerberg’s post, he outlined details how the Facebook community of users offered feedback regarding the “crowding out” of the “personal moments” by public content. Furthermore, through research, Facebook determined that social media used for personal interactions can be good for our well-being, while reading news or watching videos “may not be as good.” In short, Zuckerberg’s goal is to create what he believes is a more active environment for its users.
Zuckerberg’s post generated a great deal of feedback that was very illuminating regarding the pulse of those that were concerned or not concerned about the changes. One poster decried the $1,000,000 spent on Facebook and was concerned about further constraining the brand’s posts. The change energized another poster. He made an argument that businesses will adjust and Facebook will continue to be a viable platform for brands.
On a side note, one poster caught my attention requesting a platform that would allow for content to be shared based on expertise and interests. This comment resonated with me, as it dove-tails completely into the new I95Business.com platform.
How to Conquer the Facebook Algorithm and News Feed Changes
Facebook’s goal is to embrace the person-to-person aspect of social networking. Businesses that understand how to engage and leverage their most loyal customers or brand advocates can win.
Word Of Mouth Statistics:
• There are approximately 2.4 billion brand-related conversations daily in the U.S. [WOMMA]
• More than 80 percent of Americans seek recommendations when making a purchase [Nielsen]
• The average small business gains 60 percent of its customers from referrals. [Kissmetrics]
• There is a 400 percent increase in conversions when a customer talks on your businesses behalf. [Kissmetrics]
Tap Into Influencers To Extend Your Brand’s Conversation
Influencer Marketing has been exploding as more brands have discovered the power behind every Facebook, Instagram, LinkedIn post, Tweets and more. People trust their friends, associates and family members when making a decision to buy. Influencers can command the attention of their vast social networks and lift a brand’s visibility substantially. Partnering with influencers whose narrative closely matches your brand’s voice is the best way to gain traction with your current or potential customers.
There are platforms that brands can leverage to help recruit brand ambassadors and engage users across social media.
One local Baltimore company focused on Advocacy Marketing Programs, is SocialToaster. SocialToaster works with large organizations, universities and small businesses including a local company, PSA Financial. Their program engages employees to potentially reach 40,000 friends and followers every time they publish content. SocialToaster provides a super simple user interface for fans, and an administrative dashboard that provides a deep understanding of where fans share and the engagement on those shares.
Sarah McNew, Chief Product Officer at SocialToaster, shared the following about tackling the Facebook algorithm update with an Advocacy Marketing Program. “For our customers the average person posting to Facebook has their post seen by 9-12% of their audience, fans sharing your content on Facebook has always been, and continues to be an extremely effective way to support a brand. The key is using a fan engagement platform that makes sharing simple, and provides a meaningful connection with your brand. The latest algorithm update is all about increasing the visibility of personal Facebook posts. If you want your branded content to be seen, consider empowering individuals to share your content across their personal social channels. This empowerment is the crux of a successful advocacy marketing program.”
Advocate Marketing Case Study
Anytime Fitness, a client of Advocate marketing company Zuberance, launched a campaign where over 5,000 Advocates posted stories on their Facebook accounts about how Anytime Fitness helped them be more fit and healthy. The campaign resulted in over 10 million social impressions and drove thousands of visits to the Anytime Fitness website by Advocates’ friends.
“Fortunately for brands, pay-to-play isn’t the only way to get more exposure on Facebook,” said Rob Fuggetta, Zuberance Founder & CEO. “By tapping into their authentic Advocates, brands can increase their Facebook reach and outsmart the algorithm,” he stated.
It is certain that brands will create a path forward with social media across all channels including Facebook. Whether my friend will “conquer” the Facebook algorithm remains to be seen; however, I look forward to hearing more about her “plan of attack.” What’s yours? I95 Content Marketing
Look in our April issue for Part Two on This topic – “How To Conquer The Algorithm.”
Sandra Rodenas is a marketing professional with over 26 years industry experience. Her education includes both an undergraduate (UNF) and an MBA (WU) in marketing (graduating with honors in both). She is owner of Your Own Marketing offering customized marketing services for businesses in Maryland, Delaware, and Washington, D.C.