Unpaid Social Media Marketing Is A Myth

Kiev, Ukraine - May 20, 2013 - Hand pointing on keyboard with social media logotype collection of well-known social network brand's placed on keyboard buttons. Include Facebook, YouTube, Twitter, Google Plus, Instagram and more other logos.
SHARE
THIS



If you go to share this article with your followers on your business’s social pages, hardly anyone is going to see it. Organic reach on Twitter and Facebook is continuing to plummet as these channels attempt to monetise and change their algorithms. Basically, they’re now requiring that brands pay to reach their fans, writes Livefyre’s Jordan Kretchmer.

According to a recent study by Forrester Research, the average Facebook post from a large brand will reach just 2% of that brand’s followers, and less than .01% of the audience will engage with that content.

The time has come for social media marketers to refocus and control their owned channels. Gone are the days when it was worth investing quality content and energy accumulating thousands of likes and followers on social networks. You used to be able to more or less rely on Facebook and Twitter to generate chatter, increase brand awareness, and engage users to share your content. And it used to be free.

But it’s not free anymore. In 2014, Facebook revealed that its average ad price went up 123% from the previous year. The reality is, unpaid social media marketing is a myth and there is a persisting illusion amongst some marketers that they have control over these channels. As the old adage goes – if it sounds too good to be true, then it probably is.

Facebook and Twitter can be valuable distribution channels, and an important part of the marketing mix, but it’s important to understand their limitations. Firstly, although it’s free to create a page and gather as many likes as you can, there’s only so much you can achieve before you have to start paying for the privilege. These social networks have the right to change their reach algorithms or payment methods at their discretion.

Secondly, Forrester found that visiting a company’s website is the number one way fans prefer to stay in touch with the brands they love, outranking Facebook all the way down at number five.

External websites that have become reliant on the Facebook and Twitter traffic model will be the ones most in danger of being left behind. While their Facebook pages are brimming with exciting, yet unseen content, their website may be neglected – at a high cost to community interaction.

However, there are multiple ways that social marketers can adapt their thinking to take advantage of this newly sustainable era. It all begins with changing the way you think of these different channels.

My key tip is to divide your various social and marketing outputs into ‘leased’ and ‘owned’ channels. Whenever you outsource your material, photos, or engagement strategies through Twitter, Instagram or Facebook, you are essentially reassigning control of that content and who gets to see it to a leased channel.

If you begin thinking of Facebook just like any other business – answering to their shareholders, concerned with their own bottom line, with a set of editorial and branding policies that are completely out of your control – you will begin feeling newly empowered by your owned channels… the networks you can control.

A well-designed, diverse, and socially-integrated website can offer so much more than traditional social networks. It works to increase engagement, boost customer loyalty, and encourage people to always come back for more.

By shifting focus to their owned properties, marketers can utilise resources such as their website, blog, and mobile app and transform them into social hubs for their communities. Instead of spending time stressing that Facebook will change its algorithm (again), or that your tweets are getting buried in the feed, you can fully measure, monitor, and engage a community within a structure that you own, and a set of rules that you’ve established.

This is a call to action to show your owned channels some love and understand that all-important difference between what you do and don’t control. Through understanding this crucial distinction, you can reconsider your ROI, and re-evaluate your social media investments in order to get maximum reach and engagement out of your content.

Jordan Kretchmer, CEO and Founder of real-time social curation company Livefyre.

Please login with linkedin to comment

Advertising Standards Bureau Air BnB Newsreaders of Sydney Online ads SensoryLab Social Media

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.