Building Your Facebook Tribe
After deciding to join the Masterminds of Business in Springfield, Mo (a local networking group which gathers weekly), I met up with Joshua Breyfogle: social media extraordinaire and owner of Rare Flamingo – a social media solutions company. I love meeting new people, especially those who are driven and Joshua was no exception. He was also very generous with his knowledge and expertise, especially when it came to FaceBook.
Out of all the social media portals, Facebook is honestly the one I disliked the most. For me, Twitter is fine, Instagram is amazing, Pinterest is my passion but FaceBook has eluded me for the last few years. One of the reasons I disliked this particular social media portal was because I found it really difficult to grow my following on my business fan page. I figured it was a ploy FaceBook used to earn some extra dollars and so, I grew bitter. Up until I met with Joshua, the only way I knew how to grow my “likes” on my Facebook page was to pay for them via promoting my posts. After talking with Josh, I found out that while it may APPEAR that FaceBook is only after your money, the reality of it is they have the FaceBook user experience in mind. Mr. Breyfogle put it simply: if people are constantly advertised to on Facebook, or any social media portal, they will eventually feel annoyed and leave the site. This is why FaceBook’s algorithm seems so complicated for start-up businesses: they don’t want to show your Facebook fan page to anyone unless people actually engage in what you are sharing!
FaceBook Fan Page For Your Business
For all of you who’ve suffered as I have, perhaps Joshua’s words-of-wisdom can support you in understanding what FaceBook is trying to do:
Facebook still controls a lot when it comes to your advertising but it is for your benefit. When you create a target demographic Facebook holds an auction among the potential reach of your ad. It sends your ad to those in that target who are likely to give you the actions you created the advertisement to gain. It uses people’s historical data to determine Sally is more likely to visit your website than Jim and therefore the ad shows on Sally’s news feed and not Jim’s. This is very beneficial because it won’t send your ads to people unlikely to take action which would lead to monetary waste.
Facebook is by far the most effective ad dollars your brand can spend. Corporations know this which is why brands like Sephora, Mars(M&Ms), Levi’s and Cisco are now rolling out new products exclusively on social media. They are reducing their marketing spend and reaching a more effective audience than radio and TV can.
In the end, FaceBook is doing you AND your target audience a favor.
The Difference Between Facebook “Likes” and “Friends”
Let’s say you start a business: you’ve got your website up and running, you’ve done your licensing in downtown Springfield and now you are focusing on viable (and affordable) marketing options. It makes sense to start your own Facebook fan page to market your products and services! What is usually the first thing people do when they start a Facebook fan page? They invite their friends and family to like their page.
While many of our friends, family and acquaintances do this out of love and support, it may not be beneficial for your Facebook fan page at all. The main reason being because it’s in a business’ highest interest to have a tribe of enthusiastic engaged potential clients than it is to have a few people like your page and never visit it again. While I am no expert, Joshua is and here is his take on the topic:
Your fan base takes a longer time to build up, it consists of people who actually use your products. These people are great! Some of them will write reviews, share pictures and even share your posts for their friends to see. These fans are your brand ambassadors. They will help a lot when building your true fan base by spreading the word on your behalf. These are valuable connections since 65% of consumers will purchase products & services recommended by friends on social media.
How Having Friends & Family “like” Your Page Could Be Harmful to Your Business
I KNOW! I was shocked too – having people who “like” your page without ever really engaging in your content, whether that is liking, sharing or clicking on your posts, actually hurts your FaceBook page ranking.
Facebook uses a system called Edge Rank to determine the type of reach your posts are allowed to get. Facebook gives you an “edge” for every like comment or share. The more edges you have the more people in your fan base you will reach. Around January 26th, 2016 Facebook tightened this algorithm even more. Some businesses noticed a drastic drop in the amount of fans they were able to reach with each post. So in conclusion, if you ask all your friends to like your page they will because they like you. However, their lack of engagement with your posts will negatively affect your Edge Rank. Facebook will say “Ohh this person is reaching 100 people but only one person engaged, let’s throttle their reach to 20 people per post because nobody is interested.”
Joshua is an amazing young man, and I was honored that he shared so much with Celine and myself about the enigma that is FaceBook. He specializes in managing social media accounts for businesses and can support them in expanding their brand awareness and market reach via various social media platforms. If you have a business and are looking to navigate the tricky waters of Facebook with a knowledgeable and skilled captain, I highly recommend checking out Joshua Breyfogle. You can contact him here or buzz him at (417) 894-2693 and ask to meet up over coffee for a free initial consultation! Tell him WeDames sent you!
WeDames is an organization that seeks to empower women in Springfield, Mo. Aside from being an online women’s magazine and women’s community, we love simply hanging out with other awesome gals in local restaurants and businesses. Part of our women’s group includes hosting women-only events in and around Springfield. It doesn’t matter if you are a student, a mom, divorced, engaged, a working woman, an upper level executive or a stay-at-home mom – we want to meet you! Ladies’ night out is our flagship event, and is an excuse for us ladies to get dolled up, look our best and hang out with and schmooze with other awesome women in Springfield, Mo.
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