Posted by: Rachel Neff in: Digital/Social -
Every brand has its evangelists and enthusiasts. These people know the ins and outs of your product or service and they sing your praises. But how do you find them? And why should you care about finding and cultivating them? We’ll cover why you need core evangelists and how to give them what they want.
Why You Need Core Evangelists
Your core evangelists are the canaries in the social media algorithm coal mine. The faster and more enthusiastically these individuals react with likes, shares and comments, the more the social media platform algorithms reward your content in the asynchronous feed. The algorithms think of your content like this: If the people who most often interact with your content don’t bat an eye at your latest post, then why should anyone else who follows you be interested?
Give Your Most Engaged Followers Stories to Share
One way to get more engagement from your most active followers is to give them stories to share about why they love and choose your company or brand. Here are some places to start:
- How the company started
- What you do differently
- Who your customers are
- Why your customers love you
- When your next big thing is happening
These types of content can help explain why your evangelists and enthusiasts love your brand, even if the content you are posting doesn’t directly apply to them. It’s very easy to assume that everyone in your audience knows who you are and what you do. Take the time to approach your online presence with fresh eyes. Even longtime followers can find value in new content that touches on topics you’ve previously covered.
Posted by: Rachel Neff in: Digital/Social -
Social media platforms provide an opportunity to connect with your customers in an authentic way. Lately, many brands have noticed their impressions decreasing. Worse, many using paid support find that their reach is diminishing. What can you do to combat the reduced visibility on social platforms? Here are a few tips and tricks to hack the social media algorithms and better speak to the people seeing your posts.
Recognize That Facebook Organic Reach Is Dead
What kind of organic reach can you expect these days? Less than 2 percent. That’s right. The incredible page and fan reach of 2016 has shrunk to barely a trickle. In part, this is due to Facebook reprioritizing the user experience to focus on content created by friends and family.
How does the algorithm work? Within the first hour or two of posting, the algorithm checks to see how the most engaged fans of your page interact with your content. If those folks don’t like, love, comment or share, then the algorithm decides the content isn’t that interesting and pushes it further down in someone’s news feed.
The result? If you want your content to be seen beyond your most hardcore fans, you have to consider paying to boost posts or putting spend behind ads. Don’t worry. The amount of money you put in doesn’t have to break the bank. Even a modest spend can help you reach your audience.
Avoid Saying “Today” or “Tonight” Without Including a Date
Most social media platforms are moving away from chronological feeds, even Twitter. Now inclusion is often based on how much people interact with the content and the newness of that content. So it’s entirely possible that your post about today, tonight or tomorrow’s event will show up in someone’s feed hours or days later.
As a best practice, try to put a day of the week or date with these types of posts. Also, make use of the “Stop News Feed Distribution” function on Facebook if the content is time-sensitive.
Posted by: Lisa Heathman in: Media Relations -
Crises in the news hit record levels in 2017. The Institute for Crisis Management tracked 801,620 crisis news stories during the year, an increase of 25 percent over 2016, and there are no signs of slowing in 2018. While not every crisis can be avoided, you can prevent some and mitigate the impact of others by understanding what fuels a crisis and taking preventative measures.
Facing the perfect storm
The combination of a 24-hour news cycle and competitive media environment, coupled with the always-on nature of the internet and social media, creates a perfect storm for brands caught in a difficult situation. News and information travel at unprecedented speeds, and individual voices of consumers – not just of media or influencers – can stretch far and wide, leaving brands at the mercy of whatever negative situation may arise.
News stories break from many directions, well before traditional media engage or can assess and report. Plus, as stories ramp up quickly on social media, traditional media may move faster than is prudent to capitalize on its popularity. Consumers, social media and traditional media now expect immediate responses from organizations, and stories may run before an organization has had time to fully process a situation and formulate a response.
In an environment that makes it very difficult to think and act clearly to get ahead of a storm, brands need more than a crisis plan for a challenging situation. A crisis plan is just part of the equation; the other part is prevention.