Archives for October 2012

Extending Your Reach: Facebook Changes & Company Pages

With branded Facebook pages, content that your company posts only appears on a percentage of your follower news feeds. On September 20th, Facebook revised the Edgerank algorithm that determines those percentages.

The number of follower feeds your news appears on is considered your “Reach.” Simply put, it’s how many people you reached. Prior to the recent revision, posted content averaged a reach of about 25%. Facebook claims that post-revision content now reaches around 19% of followers. Most people I hear from are reporting lower numbers.

Just like the newer Google algorithms, it comes as no surprise that the new Facebook algorithms reward content that is deemed to be the most engaging, relevant and original. From my own experience, posting our e-newsletter to the Great Reach page garnered a reach of almost 45%. A link to an article from the DMA, however, only had a reach of 17%. Hence, there is a clear emphasis on content.

The new algorithm also takes into account the number of people who click, like, comment on and share your posts. These actions also boost your reach. Conversely, you’re penalized if people hide your posts, opt out of receiving them, or report an issue. This underscores the importance of having relevant, interested followers. I’ve known printers to ask friends (and friends of friends) to like their page just to grow a following. The numbers may seem impressive but a large, disengaged following will impact overall Facebook effectiveness. I see this happen with some of the pages we manage for clients. A company with 70 followers benefits from a greater weekly reach than one with 1,200 followers.

When it comes to Facebook followers, always opt for quality rather than quantity. The same holds true for your content!

I’m happy to answer any questions regarding social media, outbound or inbound marketing. Feel free to reach out anytime at

Five Things You Need to Know About Content

These days, content marketing is the big buzz. I’ve spent the last 18 years providing content marketing solutions to the print industry so this is an area of expertise for me.

If you are currently utilizing or plan on utilizing content to help grow your business, here are 5 quick things to think about:

Search is now the primary method of information discovery. It’s the first place people go when they want to try something new. Is your site rich with unique and engaging content? How often is your content updated?

85% of searches are organic. This means that 85% of the people who find your site will also find other sites (your competitors). How well does your content compare to that of your competitors? In a sea of marketing noise, your content needs to stand out and position your brand as a thought leader. This is absolutely critical.

Search continues to drive more meaningful traffic than social media. But social still drives significant value because it triggers search traffic. Are you also utilizing content for social media marketing efforts?

Google doesn’t like to see the same content. If you are using one of the in-the-can industry websites, it will not perform well on searches. Make sure you’re supplementing it with unique content.

ZMOT. The “zero moment of truth.” It relates to all of the above. Google it or contact me to discuss.

(Some information above was gathered from the following source;
Direct Marketing News. Joe Ryan. Interview with Tom Gerace CEO of Skyword.)