May 3, 2020 By Fiona Lucas

Facebook Pages vs Profile – where are you doing business?

Dear Business owners,

So glad you have understood that you can gain great value and grow your business through Social Media, but did you seek advice before you started? I actually wrote this blog originally back in June 2012 on my old blog Socially Skilled, but I’m reproducing with a few updates which I will note as I still see it happening, businesses operating from a personal Facebook profile instead of a Page.

I can’t believe I’m posting on this topic again – but still I see so many new businesses starting up as a personal profile under a business name, or operating their business from a personal profile. I know it might seem easier, and you feel you don’t want to personally “be” on facebook, but this is against facebook terms and is a poor business decision. (Update: using your personal messenger is also a pretty spammy way to do business).

It kinda makes me want to cry!

Because I am passionate about supporting businesses to grow, I usually drop a friendly private message to give the business a heads up… but I find it so frustrating that so many still do it. On an ethical level I will no longer “friend” a business – it would be hypocritical of me. (Update: I never did “friend” a profile in a brand name). However create a page and if your product or service is something I value, and proides value, then I will LIKE away, and engage!

Remember a LIKE is an endorsement of a product or service – if you are getting value from a page then you should LIKE them to say thanks! Update: We value engagement so much, comments, hearts and shares will always give your business a boost!

(Note that this is a reproduction of the original post from 2012 with updates or amendments noted).

After sending messages to a few pages, I had a couple come back saying they get better engagement with a personal profile – but the principles are all wrong. Let’s just examine a few from both the business perspective and that of someone “friending” the business as opposed to becoming a fan:

Do you really intend to push your business out onto all your friends – many of your friends may not appreciate that you are spruiking to them, and it is very poor social etiquette to do so.
On the other side, if you “friend” a business they are able to spam your friends .. NOT good social etiquette at all
as a business on a profile, you cannot take advantage of all the cool things that the Tabs can do help your business to grow. Update: Pages include messaging, shop, services and insights and more!)
You risk building a huge base of fans only to have it all it all shut down – at some point, especially with facebook now privatised, they are going to do some serious culling – then all your work is lost!
It is almost impossible to implement any kind of reasonable social media marketing strategy when you are operating as a personal profile, and any self respecting and qualified social media consultant should not encourage it. If you want to start list building – then do it through offering something of value and create an opt in offer.
Without a page you cannot take advantage of the analytical tools on offer – so how are you measuring your engagement?
Having an individual profile will limit you to a maximum of 5000 friends, pages can have millions of followers.
Converting to a page later is messy and doesn’t always work as well as you might like. It may not work in the best interests of your brand to later change over where some fans may move and others might still interact with the profile. You miss opportunities for engagement with a much broader audience.
You can link a page to your website and include a buttons to improve engagement, you can’t do this with a profile.
If you later create a personal profile then you are again in breach of facebook terms which clearly state that personal profiles must be in the name of a real identifiable individual (yes not your dog, cat, boat or business) and you may only have one. If you also have a business set up as a profile then you risk having both your profiles shut down.
It actually doesn’t help anyone to do it this way as it causes the statistics to be incorrect – and if you are trying to measure your ROI accurately then we all need to play the game fairly.

I could go on, but the number one thing that you are doing when you set up your business as a personal profile – is not being honest. No one knows who you are – it does not generate trust. If you are being transparent and using your own name, but using the profile for business, you are missing out on many benefits of a page. Be proud of what you have created and let it shine on it’s very own page. If you are not sure what to do, or don’t have a strategy, seek help from an expert so you don’t waste precious time and money, because you never get time back.

Update: I don’t really need to update any of the points, as they are all still really relevant despite me writing them back in 2012!

Fi.

October 6, 2019 By Fiona Lucas

Are you using user generated content?

Humanize your brand with user generated content

The quest for new content is never ending. What is user generated content? It’s allowing your fans, customers, clients, users to tell their story of your brand, or to contribute in other ways to your social media presence. It’s marketing generated by them for you.

image by davicidig depositphotos

User Generated Content (UGC) is becoming a big go to for brands big and small. It’s not a new concept, but it is developing in the ways it can be incorporated into a business strategy.

Becoming creative with your clients, letting them tell the story of your brand, letting them take the lead? Perhaps it’s time too consider.

According to research by Stackla in the “Bridging the Gap” 2019 Data report

[click_to_tweet tweet=”Consumers find UGC 9.8x more impactful than influencer content when making purchasing decisions…” quote=”Consumers find UGC 9.8x more impactful than influencer content when making purchasing decision, yet 49% of marketers are planning to increase their investment in influencer marketing in 2019″ theme=”style3″]

So consumers seem to prefer to connect with Peers and “regular” people over influencers. That’s pretty big.

It also is a call to influencers to choose to promote products that match their brand and that they actually like and use. Nothing is worse for a brand than an endorsement made purely because of the monetary transaction that took place. Seek out micro and macro influencers, people in your own community and local area who can become brand ambassadors for you and share content with you. Best of all engage your customers in your marketing.

Use contests and promotions

Another fabulous way to bring engagement and fun to your social media pages is to run a contest or promotion which requires entrants to post their entries. Whether a creative image, or a paragraph, all of the above not only creates engagement, but it’s done for you. Nothing beats the excitment of interaction with a little competition. Be sure to follow the appropriate rules when running promotions however.

Celebrate their wins

Asking your audience to share their wins and achievements, whether business or personally is another way to generate content for your brand.

It’s such a feel good thing, just writing this makes us smile! Every business is only as good as its customers, so celebrate them, respect them and get to know them

Make Sure you have permission

Having permission is everything. Whether you are talking to a client, an influencer or strangers with a competition, it is vital to ensure they have given permission for content to be used. For a competition this would be written in the terms and conditions. For a client or influencer, make sure you have a signed agreement in place which outlines how you may use any content provided.

Of course if they are posting it directly themselves, then permission has been granted by the very act. We would still recommend having terms and conditions somewhere on your blog or on Facebook as a note or in the about of your page that content posted may be used. One thing to be wary of, is that you need to be sure the person sharing the content, owns the content.

There have been issues where folk have entered a photographic competition for example, with an image that was not theirs to share. Make sure you have a line in terms and conditions that says entrants are agreeing that they have copyright and are giving you rights to their intellectual property.

Would you be game to ask a stranger to judge your product?

It might sound risky, but if you are confident in your product, getting the reaction of someone seeing/using that product for the first time is worth a million words. That first look of surprise and delight is pretty hard to fake! You can ask people at events, tradeshows, marketplaces and on the street and video their reactions, or ask them to film an “unboxing” of a product. (see above, make sure you have permission to use the content, have them sign a disclaimer before you give them the product).

Whatever you do, be authentic – mean it!

Please don’t ask questions or run competitions just for the attention. You will build much greater trust and rapport if what. you do genuinely comes from an interest in your clients/customers and prospects.

May 16, 2018 By Fiona Lucas

Support the small businesses you love online

Facebook news feed and small business support

How can we support local business, especially in a busy online environment? You probably have seen all kinds of stories about Facebook making changes in the way the news feed operates. Most of these stories have been written for business owners and marketers to help them make sense of the changes. What about for you, the Facebook user? How do these changes affect you?

The changes are aimed at being positive. Facebook want to provide you, with more of what you love, and less spammy posts.

Part of the way they will be doing is this is by asking you, to let them know which Pages you love, what types of content you like and which sources you trust for information.

[ctt title=”‘At a time when there is a lot of confusion around news and information sources, it is really important that we can trust the information that is in our news feeds.'” tweet=”‘At a time when there is a lot of confusion around news and information sources, it is really important that we can trust the information that is in our news feeds.'” coverup=”5jFW8″]

For many small businesses and local businesses, changes could mean that they appear less and less in our feeds and even more so they will need to pay a lot more in advertising to try and stay visible. It also means they need to work harder to provide you with the information you want to see.

How to be more visible

As a small business owner myself, I want to provide the best value and service I can to my clients and followers.

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Conversely we can only do that if we get your support in helping us to shape our content and by sharing the message.

Facebook want to see that you really enjoy content and it will measure this by whether you merely “like” a post or whether you comment or engage with it directly.

coffee up with support local business geelong local business — Image: Adobe stock

Further to this Facebook are trying to decide which businesses provide relevant and trustworthy news, and to find this out, Facebook may ask you in a survey if you trust particular content.

So…

[ctt title=”how can you support the small businesses, particularly local businesses you love and trust, and help them to give you more of what you want?” tweet=”how can you support the small businesses, particularly local businesses you love and trust, and help them to give you more of what you want?” coverup=”3v21U”]

Here are 7 things you can do right now:

1. Make sure you mark your favourite pages as “see first” in your news feed. You can do this on a computer or laptop by going to the page, click the button that says “following” and then click on “in your news feed”. Select “see first” and save. On your mobile device, in the facebook app, click on the “hamburger’ triple line symbol for more, scroll down to settings, choose news fed preferences and set up.

2. Turn on notifications for your favourite brands and businesses so you know when they have given you more great value and information. 3. When you see a post you really like, make a comment, ask a question or share your opinion. 4. Share content you love with people who share your interests and ask them to comment or give their opinion on the content. 5. Ask them questions and let them know what information you would like them to provide. Businesses want to give you value and earn your trust and respect. 6. Show them the love and tell the world by leaving a review or testimonial. 7. If you are asked a survey question about a business, please do respond to the questions to provide your support.

Mark Zuckerberg said “ I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions”

7 things to support small business online

Why not share this video to help the small businesses you love, and tag them in your post!

If you want to read Mark Zuckerberg’s announcement on the changes, you can read it here on his personal page

The FB News room announcement on Trusted sources was made on 19 January and can be read here along with information on changes to the algorithm for business here

I’m making sure that I keep in my feed my clients, my favourite local businesses and the people who inspire me and keep me informed.

Let us know your thoughts!

We would love to know what you think about Facebook currently, whether you are a Facebook user personally, for business or both. Have you noticed changes already? Will you make an effort to engage more with content or does it seem to be more of a chore?

Many people we spoke to this week said that they are busy, they like to read or watch content and they give it their approval by a like or share. Others said they just like everything to be nice 🙂 What is your view?

November 25, 2017 By Fiona Lucas

#LinkedInLocal – why I became involved

The value of LinkedIn

For me, one of the greatest attractions of LinkedIn is the authenticity that comes from making connections with the owners of a business. It gives me more insight into their values and operations, and can be a huge determinate when it comes to selecting products and services. It was these thoughts playing on my mind when I came across the #LinkedInLocal movement around September 2017.

I was immediately captivated by a movement that sought to network, not to sell and pitch, but to really connect. To let us meet the people behind the business in a relaxed environment, with no pressure to sell or spruik.

As a social media strategist I have often wondered why more local businesses were not leveraging LinkedIn. Was it because there is some disconnect between an electronic profile and the human behind it? Was it because some business owners couldn’t see how LinkedIn could benefit their business (and this is often the case where the focus is more on selling than making connections. It is harder to see the benefits when we are faced with the daily grind).

Perhaps it was because on other social media platforms we can get so hung up on numbers that we forget about the human side of actually connecting individually? I also wondered whether it was because for some business owners, they stay behind their business name and have not “unmasked” themselves on LinkedIn.

Time to get out of one comfort zone, and into a laid back networking zone via #LinkedInLocal (where you will still feel comfortable).

I contacted the inspiration behind the #LinkedInLocal movement, Anna McAfee. She started #LinkedInLocal in Coffs Harbour after exploring statistics and seeing that of the 23,000+ accounts in her region, under 900 were active. After posting a comment about it, one of her connections, who she had not physically met before, said “why don’t we meet then” and the rest is history. An incredible movement has started and is moving rapidly across the world.

(You can read Anna’s reflections here)

Why attend #LinkedInLocal?

There are many reasons why LinkedIn is really valuable to a business. In enables you to build quality business relationships, and interact with a group of like minded business owners and job seekers. #LinkedInLocal takes this to the next step, beyond the initial professional connection, to the human element. We must not forget the value of interaction with the incredible potential in our own area when we are looking to grow our business and teams.

Anna says “we are all here to do business, share experiences and grow our networks, and learning from those who have paved the way already is a truly valuable exercise. If you don’t have a LinkedIn aficionado in your area though my suggestion is organise one anyway, as we did. There is no need to host a workshop style event or have high local engagement on LinkedIn, as we have proven in Coffs Harbour. It simply about making a connection, getting to know one another, and working together towards better business relationships” .

Following my discussion with Anna, I decided it was time, as a local “LinkedIn aficionado” to put it out there to my wonderful home town of Geelong. I’m a third Generation Geelongite. I am loving the current buzz as our community helps to build Geelong into an incredible knowledge base, a hub of startups, ideas, new services, great products and innovative manufacturing as we move into a new era.

#LinkedInLocal exists as a non profit, no pitch, no sell form of networking. A refreshing change, where the focus is on the human, not the business (but of course you can talk business too).

Perth had a magnificent turn out. With the beautiful waterfront at the Royal Geelong Yacht Club beckoning, why not join us at our first #LinkedInLocal event in Geelong on 13 December? Share a drink, a laugh and a chat, maybe even win a prize!

You can find me on LinkedIn here, message me to let me know this post led you to connect!

Fiona.