A lot of businesses have been hit hard in recently due to Facebook’s latest algorithm change to its News Feed. Many people and businesses using Facebook don’t realise that a popular page (something with a few comments and likes) automatically has more authority over one that has no interaction.
This is the case no matter what a user’s News Feed settings are. This means that small businesses who rely on Facebook for business have a chance of getting their content seen by their Facebook fans only if there was interaction on the post. Posts with more interaction are more likely to appear at the top of the News Feed for longer.
Since the change in the News Feed algorithm, Facebook sponsored posts now have more authority than organic content. You may not think that this affects anyone in any way but when looking into it, the results are potentially critical.
Social Media Examples
A small clothing company that do not have the time or funds to invest in sponsored posts are very successful on social media and generate a lot of sales through posting new items as they come in stock.
Sally always buys from this clothing company but has also ‘liked’ a larger more commercial online boutique on Facebook. This company invests in sponsored posts so Sally is now more likely to see their posts rather than the small clothing company she always used to buy from. This means that Sally may have to search for the company in order to see their new arrivals rather than seeing them on her News Feed and losing that impulse buy opportunity.
The consequences of these changes are vital to your social media strategy and how people view your content. I’ve decided to take a look at which social media platforms are available for which types of business to help you decide which social media platform is best for your business.
Facebook for Business
Facebook suits a lot of businesses who sell a physical product that are commercially purchased. Whether this is clothes, craft items or household items. This is because pretty much everyone has a Facebook account and everyone is a potential customer for must-have items.
The benefits of being on Facebook are that you can add items to image albums to show your range, answer peoples queries and run giveaways and competitions to generate interest in your products.
Twitter for Business
Twitter is suitable for most businesses. The micro-blogging site is an easy question and answer tool for your customer service team to assist anyone that has a query or comment about your service.
Running giveaway promotions and contents on Twitter is possible to build followers too, so companies that sell physical products will benefit from this potential.
People love it when large businesses have a personality so joining in a conversation using hashtags and funny images will get a great response.
Google+ for Business
Google+ is suitable for all businesses. You’d have to have a pretty niche service to not benefit from Google’s own social platform.
Google+ is has a number of great aspects about it including the fact that if you’re on the platform, you will be favoured by the powers that be at Google over another similar business to yours that are not on there.
Your SEO ranking will improve, which is a winner for everyone (except competitors of course!). There is a great community of users on Google+ who share content to their followers and people in their circles.
Join in the conversation by joining a community specific to your business and sharing relevant content.
There are 1000s of communities covering almost everything so it’s safe to say you’ll be able to find one that suits your business.
Pinterest for Business
Pinterest is completely visual so it’s unlikely to worth being a member if you run a law firm. Your images need to be visually striking to gain attention and repins from other users.
A lot of Pinterest users plan their decorating and weddings on Pinterest, so if you’re a bridal shop or decorator then this is the platform for you.
Pinterest is also introducing paid updates to large brands at the moment with the likelihood of this rolling out on a larger scale to smaller businesses soon. (For more information about this, read Content and Social Media Assistant, Gemma’s recent blog post: Pinterest Announces Promoted Pins)
Related Content: Pinterest Blog Posts
Instagram for Business
Along the same lines as Pinterest, Instagram is completely visual. Sure, you can comment and like posts but even sending a direct message to another user has to include an image. That’s why crafting companies and fashion stores do so well on Instagram compared to other businesses.
Instagram users tend to impulse buy if they see something they like so make sure what you’re posting is worthwhile. It’s also worth noting that you cannot post links on an image caption so product codes are a must on your website if you’re looking to use Instagram.
Related Content: Instagram Blog Posts
Hopefully this blog post has been of some help to people who have been hit by the algorithm changes to Facebook or just businesses in general who are looking to increase their online presence.
Remember, social networking increases your the brand. It’s important to find the platform that works for you and post interest content which people who follow your brand are likely to enjoy.