Facebook Marketing

How To Effectively Pay To Play On Facebook

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The other day listened to a podcast that said that the 2020 presidential candidates were spending on average $75 on a Facebook ad to get 1 $1 donation. All of this information leads my brain astray with googling thoughts. 

Since all I’ve been obnoxiously reading and seeing these days are complaints about “how you have to pay to play”. I would fill you in on some data.  

I began by researching what the average cost per click was for a Facebook ad these days. 

The following Cost Per Click data is via Sprout Social:

Apparel: $0.45

B2B: $2.52

Customer Services: $3.08

Real Estate: $1.81

Retail: $0.70

Travel & Hospitality: $0.63

Remember the cost per click is to get someone to click on your ad and get to where you are sending them. There are other objectives that you can set up on your ad, such as getting Likes or having them complete an action ie, downloading and installing an app. 

I want you to keep in mind; however, also that the time of year that you are running an ad is incredibly important. For example, if you are a retail business and are planning out your Q4 advertising campaigns realize that your costs will be higher because you are going to be competing with so many other ads, and your ad is going to get lost. 

It was difficult for me to understand while I was listening to this podcast how candidates had to spend $75 to get one $1 donation, but then it’s the time of year. We are still over a year away from the election, and the masses aren’t fully paying attention yet. By this time next year, if the metrics and studies are correct, a $75 ad should be getting them more than one $1 donation.

If you are in need or wondering if your business needs a digital marketing strategy, know that it does.

For more information on how to effectively run a Facebook ad read THIS.

The Social Media Apocalypse What's Your Digital Marketing Back Up Plan

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The social media apocalypse of Facebook and Instagram being down is happening. It’s March 13, 2019, Mercury in retrograde and we’ve been experiencing the biggest meltdown in social media history.

Since 8am PST people around the globe have been unable to get into both Facebook and Instagram. At the coffee shop today the world seemed a bit quieter, people are having these things called conversations with each other instead of being preoccupied with snapping a quick picture of their latte to put on their Instagram story. (Ahem I am guilty of this as well, sometimes.) I don’t know if this is because we are all secretly freaking out just a little bit.

I will say that I have enjoyed the silence of only having to focus on other digital marketing platforms for my clients that do not include a member of the “Facebook Family” for one day.

The real question we should be asking is, “ Will Facebook and Instagram be back tomorrow?” Honestly, that could happen. We could wake up tomorrow with the same messages on our pages, or they could be erased forever. As of this posting Facebook, reps are saying, “Facebook is down for required maintenance. We will be back soon.” Historically when huge expansive platforms such as Facebook and Youtube have done an update it’s only been 1-3 hours, as of this writing we are going into hour number 12.

If this outage has taught us anything it should be to not put all of your eggs in one basket. I’ve been saying it in talks and to clients since the first Zuckerberg Senate hearings, start thinking about your digital marketing backup plan.

If these platforms do not exist tomorrow, do you have access to your customers? Do you know your customer's email addresses and how to get in touch with them? The only real channels that are guaranteed for you to directly communicate with your customers or clients are your blogs and your email campaigns. I know these are such a pain in the ass to do. These digital marketing campaigns actually take a bit of time, I get that. You can’t post a pretty picture and write an emotionally touching caption to get your message out there. But you should start considering a plan B.

There are other great platforms to build a presence on as well Youtube and Pinterest are two that if you are not already tinkering around on you should at least begin investigating.

Lately, I’ve been pushing current clients toward my Pinterest management package because it is a powerful search engine that as of right now I don’t see going anywhere but up. The power of brand awareness that Pinterest offers is incredible if you know how to use it. Start here, you already have amazing photo content of your products which is half the battle, because you have been posting those awesome images to Instagram. Just start posting them with a good description to Pinterest as well.

Consider blogging as well, if you are a service based business or a product based business you have things to say, things that your target market IS searching for.

I am really thinking positive that the “Facebook Family” figures it out and that we are back in action soon but then again if they don’t we’ll figure it out. We are in this together.

Unlock The Power Of The Link In Your Social Media Profile

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What would you do if you woke up one morning to a notification on your social media that your profile contained a link that is not allowed? Because well it can happen. Instagram and all of the other social media platforms can reserve the right to restrict specific content that it feels is going against their community standards.

However, I will reiterate again that, any social media platform can do whatever they want. They exist because at the end of the day the platforms are business’ too. Just like you as a user that is on social media as part of your marketing plan to get your name out there to make money.

I’m not trying to hate on linktr.ee, in fact, the premise of it is excellent. You only get one link in your social profiles, but you have multiple things going on. I totally get it. But link tree is a 3rd party service, and we already know how Instagram feels about 3rd party services.  

The link on any of your social media is prime real estate and  SHOULD list your website. Say it with me now, “the link on any of my business profiles should be my website, not http://linktr.ee/yadayadayada. “ 
You want your business to become known, and the best way to do that is to have your business’ name in as many places as possible.  Plus when you have control of YOUR link, you have the power of the branding.

I know you’re thinking, “But Jade, what should I do instead?” Well, you should create your own optimized landing page. Since my team offers Squarespace sites and not Wordpress, Wix or Weebly I only know that you can do this in Squarespace because that’s the link that is sitting on all of my personal and my website clients social media profiles.  However, with a quick Google search, I have found that is, in fact, possible to also create an optimized landing page on Wordpress.

If you have a Squarespace site already up and running but are using linktr.ee on your social profiles let a girl help you out and create an optimized landing page for you to link on your social profiles.  If you are pondering a website overhaul or update and flipping between which platform is best, I’ll say Squarespace any time. Especially if you aren’t super tech savvy.
 

Social Media Terms Of Service

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Y'all I fucked up. I went outside of the terms of service of a social media platform. I did it unknowingly.  I got called out and immediately deleted the post. Terms of service, how many of you actually read them in detail before you accept the terms? 

Yeah I didn't think that very many of you did.  I am here to tell you that you should at least give those good ol' terms and conditions a once over or at least Google the Cliffs Notes version of them after you accept them. 

All of this brings up the question, who legally owns your photos on Instagram, Facebook, and Pinterest? Let's get educated, shall we?

Instagram

The answer from Instagram, “People in the Instagram community own their photos, period. On the platform, if someone feels that their copyright has been violated, they can report it to us and we will take appropriate action. Off the platform, content owners can enforce their legal rights.”  

Ok that makes sense, Instagram has your back by what anyone does with your photo on Instagram, offline you are on your own. But did you know that reposting is actually in violation of Instagram Terms? Yeah I didn't know that either, but given the platform and how it works, a majority of users are cool with you reposting as long as you are linking back to their account. However, always ask before assuming that it's alright.  This is what the terms of service statement says, 

"You represent and warrant that: (i) you own the Content posted by you on or through the Service or otherwise have the right to grant the rights and licenses set forth in these Terms of Use; (ii) the posting and use of your Content on or through the Service does not violate, misappropriate or infringe on the rights of any third party, including, without limitation, privacy rights, publicity rights, copyrights, trademark and/or other intellectual property rights; (iii) you agree to pay for all royalties, fees, and any other monies owed by reason of Content you post on or through the Service; and (iv) you have the legal right and capacity to enter into these Terms of Use in your jurisdiction."

Facebook

Ok cool that's Instagram terms, now let's talk Facebook. Does Facebook own your photos once you load them onto your account?  No, the photos are still your photos, not Facebooks. In fact, it’s right in Facebook’s terms of service: “You own all of the content and information you post on Facebook.“  However, let's address what rights Facebook does have with your photos once you've uploaded them. 

You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition:

  1. For content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.
  2. When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).

Basically, Facebook can use your photo "royalty free" however they feel without asking for your permission or paying you any money they may get from using your photo. 

Pinterest

Great, we've got the big two out of the way now let's focus on Pinterest. Are you using photos from Pinterest as almost a form of a stock photography site? Do you think that just because it's on Pinterest you can borrow it? Well here's the deal unless you are repinning it, that content needs to live on Pinterest. If you do this it's considered copyright infringement. Yeah, buzz kill huh?

Here's what Pinterest actually says,

"If you post your content on Pinterest, it still belongs to you but we can show it to people and others can re-pin it."  You can refresh yourself with Pinterest's Terms and Conditions here. 

In conclusion, is it okay to repin images on Pinterest? Maybe. Is it ok to repost on Instagram? Sometimes. Using other peoples photos on the internet these days is tricky business.  All you can do is refresh yourself with the particular terms of service. How are you feeling about all of this information, are you going to go back and read the terms and conditions? 

Converting Your Social Media Following To Dollars

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If you are an online business, a service provider or a brick and mortar the number of followers that you have on social media really doesn't matter. Your business is not online to win a popularity contest, your business is online to gain exposure and put money in your bank account. 

Are the people following you even your ideal client? Are you getting into the feeds, and in front of your ideal client?  In this workshop, we will answer these questions as well as learn the basics of how to start converting your social media following from Facebook and Instagram into dollars. You are spending your valuable time on social media, let's start returning that investment into paying customers, and payment notifications instead of just "like" notifications. 

I am teaching an in person workshop in Portland on this topic

Thursday, October 5, 2017, 6:30 pm - 7:30 pm

You can sign up HERE hurry seats are limited.

Social Media Marketing Best Practices

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A Huffington Post contributor had decided to write an article about the lives of Social Media Managers.  He wanted to showcase that there was more to this type of work than just picking out a pretty photo and posting it to a businesses social media channel.

One morning I sat down with my coffee and began to fill out the questionnaire that he had emailed over. Six experts were going to be chosen for the article. Well, he had 100's of responses, so many good ones that he decided to increase the number of experts to 26.  I am happy to announce that I am one of the included experts.

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The article is full of great information from 25 of my peers. I highly recommend the read, especially if you were ever looking to learn more about social media management, or better yet, looking to hire someone to help you with your social media. You can find the entire article HERE