Social Listening Ain’t Just Good Manners: Why Your Business Needs it in 2018 (Facebook changes, etc.)

pexels-photo-561870.jpegIf it doesn’t get shared…does it really exist? In 2018 maybe not.  As a business person, there are a couple of important things happening that you need to know about:

Everything old is new again!

Facebook’s newsfeed is changing. Facebook announced this month that it will show users more stories, photos and videos that their friends have posted, hoping to bring back “meaningful social interactions”. For those of us publishing branded content, the chances of getting it across our targeted market’s newsfeed just decreased. So, what’s the solution? After the Facebook algorithm change, users will need to engage with your content when it comes across their newsfeed to keep it coming up.

Surprise! This is what we were supposed to be doing with our content anyway; make it engaging. Every time your audience interacts with your business on Facebook, it feeds their machine’s equation, telling them, ‘This fan is interested in this content.’ And then Facebook’s AI concludes, ‘I’ll show this user more of what they like.’ However, now more than ever you will likely have to pay for this visibility  through ads.

Then there’s “Content Shock”

The term, coined by Mark Schaefer, means the blog post that you spent hours working on will not get the same number of views as it would have yesterday, even when you pay to promote it. This is the new reality. We have so much content constantly thrown at us that we are all suffering from content overload. How can we get our message through? More is clearly not the answer. But don’t give up – there are some tactics you can use. Three key points to consider:

  • Be prepared to pay for ads on social media to reach even your current audience and potential new customers.
  • Produce content that gets shared. And how do you know what might get shared? By listening to your customers! Just posting content or pushing your message is not effective. Try social listening! Look for trends and themes in your customers’ reviews and social media comments you can craft content that your audience might want. Is there a particular problem they keep mentioning? Are they confused about your service? This kind of social listening will help you refine your content to be truly helpful to your customers.
  • Interact with your followers. Remember – social media is “social”. Specifically, for Facebook, instead of just responding to users’ remarks, actively work to generate conversation within Facebook comment threads, where engagement can truly happen. Create Facebook groups that may be safe from the new algorithm. Reach out and talk to them via video, polls, contests, stories, questions, giveaways.  Let them know you want to hear what they have to say!

Once they are engaged, your customers can be messengers for your business and help promote new buyer trust. These customers advocating for your business through reviews, comments and shares help increase trust in the products and services you provide. Social listening is good for your bottom line…and probably your soul.

Remember, we can help with Google and Facebook advertising. Reach out to us for a free discussion and quote.