Is Facebook dead?

Over the weekend, I came across a very interesting article about the future of Facebook. Personally, I don't think it's dead and won't be for a very long time. However, this article does do a good job of showcasing how the social media climate is shifting.

It's a very good read. Click here to read the article Facebook Is Dead (It Just Doesn’t Know It Yet)

How to put together a social media strategy

Here is a template I followed when I assembled the social media strategies for Milwaukee Center for Independence and the West Bend Theatre Company.

For MCFI, the strategy increased social media following and awareness by 32 percent in one year. For West Bend Theatre Company, the strategy increased following and awareness by 53 percent in one year.

Here is the template.

Instagram Is Testing a new FAQ Option for Direct Interactions with Business Accounts

Instagram is testing a FAQ option for business accounts, which would give brands the capacity to provide quick, clickable Q and A options within their Direct feed when customers look to submit a message query.

Read the full article here from SocialMediaToday.

Create a Facebook Fundraiser on #GivingTuesday

What is Facebook doing for GivingTuesday?

https://www.facebook.com/help/332488213787105

5 Social Media Tips for Your Giving Tuesday Campaign

https://www.classy.org/blog/5-social-media-tips-for-your-givingtuesday-campaign/

ARTICLE: Snapchat launches Tik-Tok-like short video option; $1 million up for grabs

It's called Spotlight.

Snapchat has recognized the enormous growth TikTok has shown and it launched the tool called Spotlight as part of its application offering. Think of it as TikTok but now on Snapchat. Ah, but there's something Snapchat is doing to try entice users to its app.

According to several resources, Snapchat has ponied up $1 million for users who have the most viral videos. 

From Verge.com:

"To entice people to post snaps regularly, the company says it’ll divvy up $1 million between the most popular creators on the app per day through the end of 2020. This means if someone has a particularly viral video, they might earn a large chunk of the $1 million pot. It doesn’t matter whether that person has a massive number of subscribers; the amount people receive is primarily based on unique views compared to other snaps that day. Users can continue to earn from their video if it’s popular for multiple days at a time."

Videos can be up to 60 seconds long. Videos or snaps that appear in a user's Spotlight will be determined through algorithms and user activity.

As you can see, TikTok has had an enormous impact on social media. Only launched in China four years ago, more than 4 billion users around the world use the app. Instagram did the same thing launching reels just a few months ago. And look what Twitter unveiled in the last several weeks: Fleets.

Here's how it works:

First. Record a video on Snapchat. When finished, click on the blue arrow.

You will then see the below screen. Click on Spotlight.

Here is the full article from Verge.com.

How Snapchat Spotlight works: The TikTok-like feature explained

UPCOMING WEBINAR: Understanding Google Analytics - PREVIEW

Just finished up putting together the Google Analytics webinar I'll be presenting Dec. 3 for the West Bend Area Chamber of Commerce.

Sign up ends THIS FRIDAY! Only a few spots remain.

https://nicholasdettmann.blogspot.com/2020/11/webinar-digital-marketing-in-covid-19.html

After this webinar, you will look at websites much differently!

Here's a peek into what we'll talk about:

Understanding the activity on your website allows you to see how users are interacting with your website.

• Are users finding what they're looking for?
• How are they finding your website?
• What pages do they visit on your website?
• What are your website demographics?
• How long are users staying on your website?
• What pages are users exiting out of? Why?

88% of online consumers are less likely to return to a site after a bad experience.

"People don't buy what you do. They buy why you do it." - Simon Sinek, motivational speaker

More 2021 predictions for Facebook

With the way 2020 has gone, we're all looking forward to 2021.

The COVID-19 pandemic has taught us about new ways to look at things around us and how to best proceed moving forward. As I mentioned in my presentation How To Make Social Media Work For You, digital and social media marketing will be a more important tool to, if you haven't already, bring into your overall marketing strategy.

Oberlo has released its 2021 predictions, specifically for Facebook:

• Facebook Live back in favor
• The AR ecosystem on Facebook
• Facebook video marketing to grow
• Private, interest-driven communities
• Include online shopping experiences
• Facebook News Feed ads format remains king
• Chatbots potential
• More support for small businesses
• User-generated content
• Hashtags usage to improve reach

Here is the full article.

How to successfully advertise on Facebook

Good morning.

So, you're trying to reach new customers online via social media. It's easier than you think.

Boosting a post or an event is a relatively inexpensive way to do it and it's easy to set up. There are several advantages to boosting posts. One of them is the previously inexpensive costs. But, you can also set the demographics of the audience, the geography, the type of feedback you want (such as engagement with a post, a website click, etc.) and more.

Here is what it looks like if you go to a post you'd like to boost:

You have several displays here.

Goal. You can either let Facebook automatically set your goal or you can pick one manually.

Button. If you choose manual goal set, you can designate the "ad button" you want. This is what people will click if they see the ad and are interested.

Audience. You can set your audience that you are trying to reach, including age, gender, location and more. On the right, you'll see what your estimated results would be.

Here you can set the duration you'd like your ad to run and set your budget. You can also decide if you just want the ad on Facebook or if you want to do Instagram if your page is connected to an Instagram account.

Social Media Examiner: Facebook Ads for Local Businesses: A Framework for More Revenue

Instagram reveals major changes to its platform

 Instagram has announced several major changes to its platform, according to TheVerge.com.

The platform is siding more with keyword searches within its platform rather than hashtag-only. What that means is this. In the previous IG model, content could only be found with the help of hashtags. While hashtags will still be usable on Instagram, implementing keyword searches will change how content is found, engaged with and shared on Instagram.

I think this is an interesting because it'll make caption writing more important than ever before. There will be a greater emphasis and need to write crisp and effective captions with keywords that fit brands.

I sat in on a podcast hosted by Social Media Examiner and they discussed several of Instagram's changes. I asked why the change was made and it appears the change was made because Instagram wanted to shifted its focus a bit in order to remain competitive. In addition, hashtags searches are losing some effectiveness. From what I've seen I don't see it as I've seen good reach and engagement with hashtags. But I do like the idea of crafting content text to fit into SEO and keywords. I think that'll reward well-written captions.

It was advised that this shift will take time to evolve.

Other changes

Instagram has more long-term gone away with "recent posts" via hashtags and just sticking with "top posts." This presents a bit of a challenge, but I can see why change was made.

As you can see below the message that's on Instagram regarding "recent posts."

According to TheVerge.com, the change was implemented before the election. IG has decided to keep it in place for now.

Where the trouble lies is developing content that can be reached on a more viral-like scale. With "recent posts" you're seeing recent posts. But, with recent posts, it often gets cluttered. So I can see why the change was made.

Within the last several months, Instagram's layout has changed quite significantly. The platform has added a shop option, as well as reels and just the overall layout is different.

As you see below, the stories are along the top like they have been. Where you can add your content, that has been moved to the top alongside your notifications icon and your messages icon.

When you click on the create button at the top, you'll be presented these options:

Let's explore the shop. As seen below, it can be found on the bottom of the app. Just in time for the holiday season, this feature is an online shopping experience and it's recommended those with items/services for sale get a shop going. Here's how.

Next, let's take a look at Reels. This function operates very similarly to TikTok. Allows for you to shoot and edit 15-second or 30-second clips and remain in a timeline more long-term whereas the stories tool is only available for 24 hours. You can control the visuals, editing, music and effects.

Overall I really like these changes. And for those looking to up their Instagram game, I highly encourage you to explore these new tools and the new layout!

Social media marketing resource articles

Here are some good resource articles about social media marketing in 2021

5 Smart Tools to Boost Your Digital Marketing in 2021

9 Social Media Video Ideas to Modernize Your Corporate Communications

 

Snapchat Shares New Insights into What Users are Discussing Around the Change of Seasons [Infopgraphic]

How to Start Strong in 2021

 

Adjusting to the Next Normal of Social Advertising

 

2021 predictions

UPCOMING WEBINAR: Digital Marketing in COVID-19 Era - How to Take Advantage of Google Analytics

Date: December 3, 2020

Time: 8:00 AM - 9:30 AM CST

Cost: free for West Bend Area Chamber members; $15 for non-members

Register Now

The West Bend Area Chamber of Commerce will host Nicholas Dettmann, an award-winning and certified digital marketing specialist for Milwaukee Center for Independence and the West Bend Theatre Company.

Nicholas will introduce you and take you through Google Analytics. He will show you the information that is made available via Google that can help you better understand your website traffic and activity. Understanding your users' behaviors on your website presents you information that can better address and meet your goals.

He will also introduce you to Google's other tools, which include Search Console that help you understand how users are finding your website.

Predictions for social media marketing in 2021

One thing 2020 has taught us is we have to adapt to change. In 2021, being able to successfully market your brand, business and/or organization will be influenced by how you do it on social media.

According to the website digitalmarketing.org, 3.96 billion people use social media today, which accounts for roughly half (51%) of the global population. On average, global internet users spend 144 minutes on social media sites every day.

Of the world’s eligible population (users 14 and older), 65% has a presence on social media. 

In the United States, people spend more than 2 hours per day on social media each day. 

The total number of global social media users has surged by more than 10% over the past 12 months, the article said, which is likely attributed to users being more isolated than ever before. In addition, social media welcomes more than 1 million new users every single day.

Something else to keep in mind: 80% of global internet users access social media through mobile devices.

What should we consider about social media marketing in 2021?

When putting together your 2021 strategy, we have to be aware of what our consumers want and social media is going to be a key tool to get out that messaging.

In 2021, here are some tips, courtesy of SproutSocial:

• Focus on having consistent tone, voice and messaging.
• Provide teams or your social media specialist(s) a focus and a mission.
• Review your brand. What stays? What goes? People have different expectations because of what's gone in the world with the pandemic, social/racial injustice and the election.
• 79% of customers expect companies to respond to messaging/comments on social media within 24 hours.
• Listen to your audience. Apply social listening.
• 42% of consumers say they start buying from competitors if brands don't stay true to their word.
• This really came to fruition after George Floyd's death in Minneapolis: 55% of consumers expect brands to take a stance that goes beyond making a generic corporate statement.
• Be transparent.
• Meet the needs of your audience.
• Build a community. Put a personality on your business.

A simple thought to consider heading into 2021: Who do you want to be going forward?

WEBINAR: How To Make Social Media Work For You

The West Bend Area Chamber of Commerce hosted Nicholas Dettmann, an award-winning and certified digital marketing specialist for Milwaukee Center for Independence and the West Bend Theatre Company, for a webinar "How To Make Social Media Work For You."

 

Nicholas, who had successfully promoted two live, in-person sold out theater productions with the West Bend Theatre Company solely through social media marketing during a pandemic, will introduce you to the complicated and overwhelming world that is social media. Many social media platforms exist. Everyone knows Facebook, but what are the others? How can the other platforms help you accomplish your digital marketing goals? Is Facebook still relevant? How do you measure success?

 

Nicholas will also introduce you to social media tips, such as someone posts a negative comment about your business, how do you respond?

Be sure to sign up for his second session about Google Analytics on Dec. 3.

 

Sources: Social Media Today, Buffer, Pew Research, Northwoods, The Manifest, Sprout Social, Rival IQ, Spredfast, Hubspot, CopyPress, searchenginejournal.com 

Click here for the video of the presentation.

Click here for the slide-by-slide presentation.

Click here for my presentation about Understanding Google Analtyics and website design.