It’s a Numbers Game

Do the Numbers Add Up?

Recently I was asked by a colleague to help her with a debate she was having with a coworker about posting frequency.  Here is the advice I offered:It's a numbers game
How engaged is your audience? The frequency that you post depends upon the engagement level that you see. It also depends upon the type of post you are making. If you are constantly pushing promotional items, the audience will disengage. For example, if you are a B2C business and you are sharing pictures of people you will probably build your engagement level. Videos these days are the rage on Facebook, especially if they are short and make someone laugh. Use it to your advantage.
My rule of thumb is 70-20-10.
  • 70% content in your industry from other sources
  • 20% content from your industry that you create
  • 10% promotional information
The exception to that rule is if there is an event coming up, that 10% may rise to about 25% especially closer to the deadline for registration or the event itself.
Here is the tricky part – the frequency. Because of the algorithms, the more often you post, especially on Facebook, the higher the likelihood of your audience seeing it. The algorithms have dropped to about 3% of the posts you put out actually make it to a followers news feed. That number, at one time, used to be 16% of your followers would see your posts. If you want higher engagement with fewer posts, you have to make sure that all of your posts hit! This won’t happen. Try to arrange some “ringers” who will like and share your posts. This could drive the engagement rate and up the % of your followers that will see the posts.
Here is what I suggest to the “average” business user:
  • LinkedIn – 3-5 times per business week
  • Google+ – 3-5 times per business week
  • Twitter – as often as you can, link from Facebook, Pinterest, and feeds from other sources
  • Facebook – 1-3 times throughout the day for your business week. If you are a restaurant, that might mean Tuesday -Sunday, for a CPA firm Monday- Friday
If you are following the 70/20/10 rule, you should build the engagement level as well as find out what kinds of posts are drawing the engagement.
If you use a tool like Buffer or Hootsuite, you can use the auto schedule features they offer to pick the best time for follower interaction.  But remember that as frequently as you post, you need to have someone checking to see if people are engaging with you. If they comment, you need to be able to respond, SOOOOO don’t post more frequently than you can manage to check back and follow-up if necessary.
It really is just a numbers game.
This 2014 article from FastCompany sums up more details that you can use as reference.
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Stay Connected, no matter who it is

How do you stay connected with your acquaintances?Connected to some new folks at my Alton High Redbirds reunion

A few weeks back I attended a high school class reunion. It has been about 15 years since the last one I attended.

I arrived after having looked through my high school yearbook, checking on a directory to see who from my class lived near or far. Needless to say, I didn’t recognize everyone. What did help is Facebook. I was able to be in contact with several of my classmates over the past few years, so recognition of those people came pretty easily.

After the reunion, I looked up a few people with whom I was able to spend a few minutes speaking on LinkedIn to connect there.  I am sure I will eventually look for others as time permits.

The whole point of this article is this:

  • Social media did not exist when I was in school. For that matter, neither did the internet, and computers were in their infancy.
  • Networking meant shaking a lot of hands and making a bunch of phone calls.
  • Your network is broader than you think.

How will you stay connected with all of those people, especially some with whom you may have lost contact? Using social media is probably one of the easiest answers. If you are trying to reach a particular person, look at your network to see how you might be connected to them. When I teach LinkedIn my adage is;

“It’s not about who you know, but who they know.”

Being able to leverage your network to your advantage is, what I feel, the entire purpose of social media. Get connected, build relationships, share useful information, pay it forward, and don’t over-sell.

Six degrees of separation 01Remember the theory of the Six Degrees of Kevin Bacon? It was originally created in 1929 and popularized in 1990 and has spurred things like the Bacon foundation at and the six degrees of the Dali Lama. If you aren’t familar, the theory says that you are connected by six steps to every person in the world. I think that with social media, the gap will decrease tremendously. If you need to learn how to close the gap on social media, give me a jingle.

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Facebook New Feature – See First

Facebook has a new Feature – See First – have you set yours yet?

Just recently, Facebook decided to give us all the chance to control what we See First in our feeds. Before we had the option to set our feeds by “Most Recent” and “Top Stories”. It seemed to me that most of the time those options seemed to work alright on my desktop, but it was up for grabs what I would see on my Android phone.

Now, this new feature gives you the ability to select who or what you want to See First in your news feed. The challenge will be that if you set too many items in your See First choices, none of them will take priority. Be judicious with your choices, AND of course, add Time2Mrkt to one of your choices!

Here is a screen shot of where it appears on my Facebook page (of course I manage it). The following image is where I found the selection on a page that I like but do not administer. You may need to look around a bit to find the option depending upon the type of page you want to follow.

Facebook See First

Facebook See First Option 2

Facebook See First Option 2

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Write positive reviews, not just negative

Do you take the time to write positive reviews? Or do you just review a place when they don’t meet your standards?

Today peer recommendations seem to be what 90% of people rely on to make a purchase or visit an establishment (Watch this). How do they make the best of a situation when a friend doesn’t suggest an option? People look to reviews.Facebook reviews

Reviews tell readers the good and the bad. If the majority of reviews are positive and there is one lonely negative review, people will often discount the validity of the negative review. My suggestion would be to launch a campaign to increase your reviews on sites where people go to look for your business. Yelp is a huge player in this arena. Google+ for all of it’s faults is a major platform to make sure you have good reviews associated with your location on the map. Bing and Yahoo both have similar functions with their mapping programs. What if you are a restaurant? Sites like Urbanspoon and others will help people make a decision about whether they choose your establishment or the one down the street. Are you in the home improvement business? Angie’s List is huge. Medical practitioners have similar sites as well.

When I worked retail, years ago before computers and the internet, the adage was that if you provided great service a customer would tell 2 people. If it was poor, they would tell 10 people. Today with social media, that 10 people turns into millions in some cases. You cannot afford that.

Negative reviews can be detrimental to your business. If they are not responded to in a timely manner they could be devastating. Make sure you are asking for your clients to provide positive reviews. The best time to do that is right after they express how satisfied they are with something you have just completed for them. Maybe you could even hold a contest to reward those who take the time to write a review for your business.

Need to talk more about this opportunity? Give me a call!

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Another Facebook Change

How will this Facebook Change impact your use of third party tools like Hootsuite?

This time the change isn’t directly on Facebook, but affects your use with third party sources like Hootsuite. Read this article Owly

What the article boils down to if you don’t have time to read it is:

  1. You will no longer be able to see your personal feed in the News Streams.
  2. Only group administrators will be able to post to groups from third party tools (of which Hootsuite is one.)

Most of the time this will not affect most people, but if you manage a number of platforms through a third party tool, this means that you won’t be able to use it to manage your personal Facebook. It doesn’t appear to be affecting company pages, YET!

One of the things that I love about Facebook is that almost everyone is using it. The thing that I hate about Facebook is that it is always changing. Sometimes not for the better. Sometimes I think they change just to change. Sometimes I think they change because they are trying to please their stockholders.

No matter the situation, if we want to play in their field, we have to learn to roll with the punches!!

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