Every time we sign on a new social media client, we are sure to fill them in on some things that will help us help them to have a successful campaign. Both in their contract and printed at the end of their social media questionnaire, we have these things written:
Photos and videos are some of the best things we can push from your page. In our vast experience, page views and interactions go up significantly on days we post photos and videos to our client’s pages. We need your help staying updated on current promotions you are running and supplied with photos you would like us to post.
We have spent a lot of time – so you don’t have to – researching the best times, frequencies and ways to post. Using this information we schedule posts to go out during optimal times. Rather than posting yourself, we ask that our clients send info to us that they’d like to be posted on their pages so that we can ensure they can get the most from their social campaign.
We say these things, but what makes them true? What gives them validation? What do they mean? Today, we’re going to show you just that. We have 3 case studies today that we would like to share with you that help show why we ask these things of our social media clients, and why it’s a good idea to have a company who knows social media – and I mean REALLY knows social media- working on your social media campaign.
Accidentally Over-Posting
We had a client who had some things they wanted to post late one night. They ended up posting 4 times in 20 minutes. The next day, when I looked at the posts, the four posts combined didn’t receive the reach that our last [one] post had received.
What Happened?
We tell our clients that another reason (in addition to the one listed above) that we like having them send their posts through us is because it’s easy to accidentally over post when you have more than one person coordinating posts. You don’t know we’re posting. We don’t know you’re posting. And two posts go out within minutes of each other. (Or in this case, the client just didn’t understand the issue with over-posting.) The problem is, those posts end up competing for reach and instead of each of them reaching their maximum, reach ends up being cut.
Facebook’s Algorithms
We had a client who decided they were ready to take their social media campaign in-house. However, when they did, reach went from a solid 300 organic reach average per post to their posts only reaching 72 people – in a matter of merely two posts.
What Happened?
At the beginning of this year, Facebook came out with some changes to their algorithm. Sales-type lingo is not only frowned upon, but Facebook actually cuts the reach of the posts that use it. AND get this… Eventually, if you use too much of this lingo, Facebook will stop showing your posts on newsfeeds altogether. They were using lingo like “Call today” and “Make reservations online”. 2 posts. It literally happened that fast.
Personal Posts Always Win
A client sent over some posts that were personal to them and their business. Their posts normally received about 1,000-2,000 organic reach. This particular post reached over 40,000 people organically (no ads required).
What Happened?
Between our knowledge of time, frequency and lingo and their wonderful personal touch, we were able to create a phenomenal post that people love to see. When you can include your fans in what’s going on with your company, it makes them feel like they have more ownership, gives them more motivation to interact, and ultimately, helps create loyal customers.
At Transformation Marketing, we like to have a true “team” approach to marketing. Not only within the walls of this building, but with our clients as well. When you can help give your marketing that personal touch and we can use our talents and knowledge to help get that out, we have found we can create a truly effective campaign.