Is Facebook the best fit for your business & how to promote your product through blogs & non-promotional posts?
While the “rules” for promotional B2B activity on Facebook change more frequently than the Yahoo! logo design, Google algorithms, iPhones, or American’s hip sizes around the holidays… It is important to keep up with these changes to protect your company’s social media efforts on Facebook from being penalized.
So, how can my business get penalized on Facebook? Facebook recently announced that the networking giant can penalize post boosts that are too “promotional” as of last week. It’s not always clear as to what is “too promotional” but the decision was based on a survey determining that most Facebook users prefer to see stories and friend updates in their newsfeed rather than what Facebook deems product pushing.
According to www.SocialMediopolis.com, Facebook promotional regulations can best be defined as any of the following:
- – Posts that solely push people to buy a product or install an app
- – Posts that push people to enter promotions and sweepstakes with no real context
- – Posts that reuse the exact same content from ads
An excellent article on Jon Loomer’s blog used a great example of what Facebook will consider too promotional:
After reading what they determine is “promotional” it’s clear that businesses with Facebook groups or pages should stick to boosting articles of interest that lead the reader back to your website or Facebook page. This is just another reason why frequent blogging and content creation is such an important aspect of your branding. A recent survey published by www.hubspot.com found that blogging is a vital part of lead generation.
How can blogging benefit sales leads and keep your company from being penalized on Facebook?
By pushing your blogs that are educational and timely to your readers (this does not include transparent product or service pitches in the form of a blog), you can reach your social following and also increase engagement. Below are some recent stats collected from www.hubspot.com.
- Companies that blog have 97% more inbound leads than companies that don’t
- 92% of companies who blogged multiple times a day acquired a customer through their blog
- 81% of marketers rated their blog as useful or better
- 57% of US online adults read blogs
- 97% more inbound links for companies that blog
- Two-thirds of blog readers say a brand mention or promotion within the context of the blog influences their purchasing decision.
- 80% of adults say bloggers “can be very or somewhat influential in shaping product or service purchasing decisions.”
- Companies with more than 200 blog articles have 5X the leads than those with 10 or fewer.
Facebook also announced a few weeks ago that sweepstakes and contests would also penalize a page. These rules are much more complex and something businesses should be constantly aware of!
Is Facebook really important for businesses?
In short, yes. But that is something that every business must weigh against resources and rewards. Below are some facts recently printed in a report from www.SalesStaff.com that might help business owners determine if Facebook is really the best place for their financial and time resources…
Mark Zuckerberg, the social network’s founder and CEO, said earlier this month that while a typical Facebook user could potentially view 1,500 updates a day, he sees only about 100. That means businesses that want to appear in that feed need to produce “really good content that’s going to be compelling to your customers.”