Early last year, we began a search for our official social media partner. Due to the varied nature of our client list, the sheer number of profiles we managed on a daily basis, and our commitment to cross-media integration, we needed a robust platform that could grow with us and be responsive enough to handle our requests and recommendations. After testing six different platform, including industry leaders Buffer and Hootsuite, Sprout Social was our ultimate choice. Together we have grown over the last year and we are both taking our next great leaps together.
“But what does that mean for me?” Good question. We’re very excited about the answer!
The Sprout platform has already enabled us to offer incredible results for our clients. Their content curation and posting abilities are strong compliments to our unique, cutting-edge social media strategies. When it comes to social, we strive to be a social media partner. Our clients routinely outperform industry standards for engagement every month. Now we will be working more closely than ever with Sprout and creating new opportunities. These are just some of the tools at our disposal for the benefit of our clients:
From Day 1, Arkside has always believed in treating our media vendors like partners. We treasure our relationships because the media is a partner in the success of our clients. That approach has paid tremendous dividends. This week is another shining example. Sprout has worked with more than 17,000 clients over the last seven years including UPS, Bentley, Hyatt, and Stanford University. They have won more than 25 awards since their founding. We are honored to be chosen in a small group representing less than 0.004% of their client roster to help launch their new Agency Partner Program.
There are thousands of individuals and agencies to choose from that offer social media management. As Founding Members of the Sprout Social Agency Partner Program, we collaborate with their amazing team which elevates our abilities to drive new brand awareness and revenue to your business. We offer expertise in organic and paid social media campaigns. Beyond social, we can analyze, optimize, and integrate other media such as radio, billboards, and Google into your media mix for the best possible ROI on your marketing investment.
For organizations that have an in-house marketing team, we work with seamless collaboration to ensure success. They are a vital element of content development. Our CEO and Digital Coordinator can train your existing staff (once or at regular intervals) on the latest social media best practices, internal process development, crisis management, and employee empowerment.
If you are looking for a social media partner to see the best results from social media, contact us today. The consultation is free. We can even perform a confidential audit of your existing vendor to identify potential areas of improvement. Give us a call and let’s explore your possibilities!
It isn’t a rumor, nor is it a conspiracy. Facebook organic reach has been slashed. Facebook has admitted to changing its algorithm so businesses (or anyone else with a Page) are forced to pay if they want their posts to be seen. While most businesses saw a decline to about 15-20% organic reach last year, many are now reaching only 2%. In the case of the Arkside Marketing Facebook Page, we are seeing 5-8% consistently.
Facebook has become the bridge troll with a pay-to-play model.
The origin of this change reaches back about a year and a half. Facebook had one billion users and was the place to be. Many Fortune 500 companies were clamoring to get on the bandwagon but still hadn’t figured out how. Even at the end of 2012, only 66% of the F500 were on Facebook, let alone using it effectively.
But in May 2012, General Motors’ firebrand CMO, Joel Ewanick, made the decision to fire their social media agency of record and stop all advertising on Facebook. Quick way to save $10 million. The stated reasoning was that they didn’t see any substantial return on their investment so they would stop advertising and continue with their organic Facebook Page fan base of a few million followers.
Even with Facebook making it impossible for brands to reach 100% of their followers, most were still seeing what you posted. Why advertise? Faceb0ok was cannibalizing itself. Why buy the cow when you can get the milk for free?
Not only did they just eliminate themselves as a top Facebook advertiser (and revenue source), but they did this the week Facebook had their IPO. Ouch.
We believe Joel was right.
Ewanick and General Motors exposed the flaw in Facebook’s plan. Spending wasn’t necessary because people were organically finding, Liking, and sharing brand content.
Facebook had to fix the giant hole in the ship. Now you have to pay to get on board.
Post-IPO, Facebook has been under immense public pressure (especially from our own Founder who has had issues with the platform). They have been busy addressing their failure on mobile devices and an unfriendly ad platform. Organic results were odd also. For many years, it has been frustrating for businesses on Facebook because they are treated badly. Even when a customer says they “Like” a business, Facebook doesn’t see that as permission to show your content. In their belief, just because a customer says they “Like” something, that doesn’t really mean they want to see anything from it.
In high school, guys wanted “no” to mean “yes”.
On Facebook, “yes” actually means “no”.
Now, “yes” actually means “no way in hell”. So what is a business to do? According to Facebook, a business is to pay for ads.
“Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency“.
Perhaps the most offensive and glaring admission is this:
“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.“
If someone tells you they like something and you block them from seeing it, how does that equal a meaningful experience?
1) Save Money and Reach Fewer People
There are many social media agencies and managers that we have spoken to whom have told us they will be focusing less of their time (and their client’s money) on Facebook Pages. In their view, the task of reaching a fan base is so time consuming and expensive that better results can be found on other social media or even traditional media.
2) Spend Money and Reach More People
Other social media agencies and managers have said they will pay, if necessary. Facebook wants to command paid media and may be a force that is too large to ignore. For those companies with substantial followings in the thousands or hundreds of thousands, a marketing investment may be a wise decision.
At Arkside Marketing, we have saying, “advertising is an investment. If it is only an expense, you are doing it wrong.”
3) Leave Facebook
Yes, we’re serious. For some businesses, the Facebook Page organic reach may have provided a nice bump in social interaction, but their new model decreases the return that could possibly be achieved. Could that time be better spent on other social platforms such as Twitter or the SEO-friendly Google+?
In the spirit of full disclosure, we have not recommended that any of our clients abandon Facebook. Each of them can continue to successfully reach their audience, but to a smaller degree. We also plan to continue our own Facebook presence, but will reduce our advertising to large announcements.
Although we agree with his decision, we blame Joel Ewanick for this. Ultimately, it would have occurred anyway. Facebook had to realize their shortcoming. But now that it is here, what will your business choose? The pay-to-play model is here to stay, mainly because it doesn’t seriously infringe on Facebook’s main product: its users.
If you would like an objective evaluation of your social media presence and strategy, contact our office.