To "Like" or not to "Like"
I'm a big fan of Facebook. I really "like" it. Facebook allows me to connect with family and friends across the country, even across the globe. In fact, one of my good friends is a mere 12-hour plane ride away and with Facebook, its messenger, and Skype its like she's just across town.
I'm not just a consumer though, I'm a marketer. Wearing that hat, I still "like" Facebook. It's just become more of an advertising channel for me (like buying web banners and mobile ads) than the real connector to audiences that it once was.
I recently sat down with colleagues at The Strong museum in Rochester, New York to discuss our Facebook strategy for the coming year. We've worked over the past two years to build our fan base to some 45,000 "likes" and up until a few months ago each of our posts reached 20 to 30 percent of that base. Recent changes with Facebook means natural reach from company posts now average about 2 percent of "likes" and that number is projected to diminish further. And rates to boost your post, turning it into paid content, have increased exponentially and the reach of that paid content has also diminished.
So what to do? Here's are some of the ideas we are testing in the first quarter:
1. sponsored content will have links to the museum's website rather than the museum Facebook page. The ROI on website hits exceed the value of "likes" for the museum.
2. more video, to the extent that it is feasible for our very small staff and limited resources. Our highest reaching posts, both natural and paid, include video.
3. more interactive Facebook posts (natural reach): ask a question, get an opinion.
4. equal proportions of what's happening at the museum for members and guests and their families (programs and exhibits), with posts about what's happening behind the scenes.
5. better understand and deploy retargeting.
In upcoming posts, I'll let you know how we are doing. If you have any "pearls" to share, please do so; I look forward to learning from you too.
