Do you know anyone who runs a business and says ‘yeah I know Social Media Marketing, I post, I boost.’
For a marketing person to put it in a fitness realm, it would be like a pimply, skinny 18 year old saying he lifts, bro. Whether or not I was that 18 year old is not the point.
Facebook’s ever evolving algorithm is in place to keep Facebook relevant. To keep it cool. What it does in a marketers eyes is it keep’s it exciting fun and challenging.
It means that the way you once got the best response out of a targeted traffic ad changes month to month to it being more profitable through boosted post, an engagement audience, a lead generation, to a reach ad and so on.
And it certainly means our content has to be A grade or Facebook won’t rate it, wont deploy it and we wont get sales or brand exposure.
Here are 6 factors that we see as the absolute key to creating Great Social Media Marketing in 2018 in our industry;
1. QUALITY VIDEOGRAPHY & IMAGES
The rating you get from FB and hence deployment and success are so important. The quality of the content drives this. Movie making classes, photography classes, rewarding staff who do it well, whatever it is. Foster this skill in your clubs.
2. CREATIVE AND FUNNY
What a horrible thing to say to staff. Be creative, be funny! But it’s so important right now. Reward risks, and be as engaging as you can. Your community has a lower attention span and a higher advertising filter by the day. Breaking through clutter is harder than ever before, and it’s going to get worse.
3. LIVE VIDEO
Not much can compete with the reach and organic ability of Live Videos. It’s been a rare constant with Facebook. Engaging and long enough to become relevant in your communities feeds. For those with low Social Media budgets this gives you more of a fighting chance.
Every event now has to be a FB event. It’s just such a great way of getting organic reach in your communities.
Promote your Open Days, displays, local stalls, Community Days as an event, and beg for your members and staff to share, comment and click ‘attending’ and or ‘interested in’.
5. POURING OVER ANALYTICS
Because Facebook need’s to stay relevant and cool they move the goal posts more regularly than Mark Zuckerberg buys an island.
Tightly watching reach, frequency, click through, new message conversations and cost per click are critical.
6. SOCIAL MEDIA TEAM
This is where we are lucky. A creative, innovative and risk taking team is crucial to keep up with Facebook’s constant changes and the publics ever decreasing attention span.
Here are a few quotes and tips from just a couple of key members of our Social Media team;
For any more information on Social Media Marketing or on how CFM can help your club, contact us on firstname.lastname@example.org
written by: Liam Robertson, Director, CFM.