For many brands, Facebook is the default anchor of their social media strategy. But as with all social media, the direct ROI for Facebook has been difficult to prove — and with visibility via “organic” news feed posts on the decline, merchants must work harder than ever to reach their followers.
Facebook is popular with merchants largely due to its sheer critical mass. Some 71% of U.S. online adults use it, more than any other social network. Facebook is the site of choice for 79% of those who use only one social network, and of the 52% of online adults who use multiple networks, Facebook is in the mix for the vast majority of them: more than 85% of Instagram, LinkedIn, Twitter and Pinterest users say they’re also on Facebook.
But Facebook has become increasingly problematic as the visibility has steadily dropped for unpaid business Page posts. Partly, the difficulty is a byproduct of Facebook’s massive popularity; as more brands join the social network and post ever more frequently, competition for news feed visibility has risen precipitously. The number of branded posts is up 31% in the first quarter of 2015 versus the same period in 2014, according to the Adobe Digital Index.
Partly in response to this growth, Facebook has taken two significant steps to prioritize non-commercial content. In mid-January, Facebook downgraded content deemed “too promotional”, including posts pushing purchases, downloads or sweepstakes entries and posts that mimicked ad content verbatim. Then, following an April announcement that coincided with with Google’s “mobilegeddon” update, Facebook gave top priority to original status updates from friends versus Pages, and, furthermore, downgraded notifications showing friend activity such as liking or commenting on other posts.
While the effects of Facebook’s April update have yet to be quantified, data for the first quarter shows that the January algorithm change alone has accounted for a significant drop in “organic” traffic to business Pages. Unpaid impressions for brand posts overall dropped a whopping 35% for the first quarter of 2015 versus the same period in 2014, according to the Adobe Digital Index. Specifically within retail, the rate of interaction with branded posts dropped 12% to 4.1%.
Given Facebook’s dominance, the changes are likely behind falling referrals to eCommerce sites from social media overall. In Q1, visits driven by social media dropped to 1%, down from 3% in the prior quarter and 2% a year ago, according to the MarketLive Performance Index.
In our view, renewed skepticism toward Facebook is a healthy reaction to these new challenges. The key is to act on that impulse by analyzing the behaviors that lead to strong brand connections — and to determine whether and how Facebook can support those behaviors. Among the tactics to consider:
Smart segmentation for paid Facebook posts. In a way, Facebook’s changes suggests that merchants should undertake a similar shift to the one that’s already occurred in search engine marketing, where merchants have increasingly dropped their obsession with keyword-driven organic rankings and upped investment in paid search campaigns in response to Google’s algorithm changes.
Similarly, merchants may want to consider paid Facebook placements, with or without “buy” buttons attached, to make up for lost organic visibility — but, as with search, the key to ad effectiveness is to target relentlessly. Merchants undertaking paid Facebook ads should integrate social campaigns with data from Web analytics and CRM systems to connect followers (and would-be followers) with social ads tailored to their situations. Browse and cart abandonment remarketing, post-purchase promotion of complementary or replenishment items, and loyalty or membership club promotions can be effective social advertising strategies using Facebook’s Custom Audiences tool.
Activation of influential followers. With the most recent news feed adjustment, even followers’ “likes” of and comments on brand posts may not be enough to make the content show up in their friends’ feeds. So merchants need to go further to spur individuals to post their own original content about brands. A good place to start is with existing advocates — those brand followers who already “like” posts, share and pin products, write reviews and otherwise take an active role in social media. Engaging those individuals on a one-to-one basis and inviting them to up their involvement can result in the kind of traction that boost brand visibility in news feeds across the network.
MarketLive merchant Francesca’s uses its Facebook page to give props to style bloggers, who, in turn, give visibility to Francesca’s page and products in their coverage. Francesca’s own post featuring the blogger HapaGirl garnered 28 “likes”, while her own post and link to further blog coverage received more than 450 “likes” from her audience of more than 70,000.
Empowering customer service. We’ve touched before on the crucial role customer service plays in building brand reputation on social networks and beyond. Merchants should both promote stellar service on Facebook and promote examples of above-and-beyond care along with customer service offerings such as personal shoppers and free returns. Service-oriented content both reinforces followers’ allegiance and provides fodder for their own posts about the brand.
Integrate user-generated content everywhere. By featuring the customer voice throughout the shopping experience, not just on Facebook, merchants give followers incentive to use Facebook to link to eCommerce site content or to branded community resources they’ve helped build. MarketLive merchant Beachbody features the Beachbody Challenge, which rewards customers who submit testimonials with cash prizes, on its eCommerce site and on a dedicated Facebook page. Contestants are encouraged to solicit votes as part of the process, thereby creating a popularity contest that drives traffic to both the brand’s Facebook and eCommerce sites.
How is your brand faring in the Facebook news feed? What strategies have proven successful for engaging followers and their friends?