Facebook zero: goodbye organic reach

Long gone are the days of a published post reaching all of your followers on your business’ Facebook page. Facebook is a clever enterprise too and they’ve realised how valuable their service is, especially for customer-facing businesses.

Have you noticed that you’re repeatedly getting that red, downwards-facing arrow in the ‘reach’ column of your Facebook insights? Want to know how to fix it? It’s simple… pay for boosted posts.

You could push out the most grammatically correct, enticing post, but that doesn’t matter to Facebook as their newest algorithm means the post will only go to around 6% (or less) of people who like your page.

“A recent a study from Edgerank Checker found that between February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%. Research from Social@Ogilvy, meanwhile, suggests that for Pages with more than 500,000 Likes, organic reach could be as low as 2%.” – HubSpot

What’s more, if the page you’re linking to in your post has a lot of adverts on it, Facebook will be allowing even fewer people to see it as part of their new algorithm is to flush-out fake news articles.

How to work with the algorithm

Videos and GIFs always perform better on Facebook when compared to generic posts and even posts with a graphic. Without boosting, just having more video content on your Facebook page should improve your reach and interaction because Facebook favour video content.

If you’re no pro at creating and editing videos, Facebook Live might be a great option for you and your business. Facebook will favour content generated via their Facebook live feature and will push that out further than a generic post.

The live feature is pretty straight forward and will be easiest to use from your phone, just create a post like you normally would and click the ‘live’ option, give your video a title and click the ‘record’ button to start. This feature works well for businesses when they want to make a big announcement or as a ‘behind the scenes’ style post for an event or product reveal.

For best results

The best way to improve your post reach, in general, is to generate a bulk of high-quality video content (or have a videographer do that for you) and let a PR agency (like us) take care of boosting the posts for you. Why? because you have a business to run and they have experience in boosting posts to achieve maximum tailored reach, at a lowest possible price.

Having a business presence on Facebook is important and it will become critical in the future as they strengthen their ‘explore feed’ option. According to Adweek, already 62% of users check a small business’ Facebook page before shopping there and Facebook wants to keep their users on their app without leaving it to search for something outside of their platform e.g Google.

It’s really worth investing time and money into building up your business’ Facebook page because people are continually turning to the platform to shop and seek information and will continue to do so in the future. If you need a helping hand with any of your social media channels, drop us an email at enquiries@thesourcepartnership.com.

Win or Lose – the Value of Awards

No matter what industry you’re in, we can guarantee that there will be awards which your business could enter. From restaurants, to recruitment, to agriculture – all sectors relish the chance to bring together the best of the best and recognise excellence. But there’s more value to entering awards than the winning itself. To win an industry award is, of course, incredible – but that’s not the be all and end all…

 

Whether or not you win your category, getting through to the finals of any business awards is still a great achievement. With finalist shortlists posted online and attendance at awards ceremony, win or lose you’ll still get industry recognition and visibility that you wouldn’t have if you had never entered!

 

The award ceremonies also hold incredible business value in themselves, as they offer ideal networking opportunities. In one afternoon, you can meet your competitors, suppliers and customers in an environment of friendly rivalry – a great chance to meet and discuss your industry with other leaders, and perhaps even pick up some useful business tips along the way.

 

Many awards ceremonies invite a group from your business to attend, so they are also an excellent opportunity to boost team morale. There are few better ways to reward hard working and valued members of your team than the chance to take the day off and enjoy the glitz and glamour of a ceremony with their colleagues, and to revel in the fact that they are part of a team worthy of industry recognition.

 

Finally, entering business and industry awards can prove to be a fantastic exercise in self-promotion. In this hectic world, there are fewer and fewer opportunities to take the time out to think about your business’ achievements and your team’s outstanding qualities. Entering awards presents the opportunity to truly reflect on why you’re the best!

 

However, there are so many different awards out there that it can be tricky to pick which ones you would like to enter; and the lengthy entry forms can be time consuming to fill in – which is why the support of a PR agency is vital, with an entire team to craft, spin and script the perfect entry award.

 

Here at The Source, we’ve already had incredible success with 2017 awards so far – from the Global Recruiter UK Industry Awards, the Healthy Food Guide Awards and even the NRBs and the Country Brides Awards. Could you be the next award winning business?

Marketing to Millennials

Millennials. It’s a word that we’re seeing repeatedly in the news and online recently, whether it’s because they’re being blamed for killing the paper napkin industry and the McDonald’s McWrap or they’re buying too much avocado toast which is stopping them getting on the housing ladder, but what and who are millennials?

 

Millennials (also referred to as Generation Y) is the term applied to individuals born between the early 1980s and the mid to late 1990s, and they should be your focal point when it comes to marketing.  The technology industry has grown at increasing rates over the past 35 to 40 years and Millennials have evolved with this, they’ve experienced the progression from dial-up internet to broadband and standard mobile phones that were just made for calls to smartphones that give you access to everyone and everything 24/7. They’re defined as the “always connected” generation and it’s more important than ever before to market to them correctly as ultimately they’re the consumers that will be purchasing your products in years to come.

 

When it comes to marketing to Millennials personalisation and authenticity is key. They want something that speaks to them on a one-to-one basis, so it’s important to position yourself on their level and really understand what they’re thinking and their online behaviour.

  • Talk to them how they would talk to their friends and include emoji’s and GIFs in social posts as it has been proven that millennials find it easier to express emotions through emoji’s than words.
  • As the generation that is “always connected” mobile optimisation is really important to millennials in order for them to gain access to information 24/7, whether it’s to book a hotel, browse a restaurant menu or brush up on a fact. If they can’t find it through their mobile browser, they will instantly be discouraged to use the site again.
  • Instagram is also increasingly becoming the platform of choice with millennials so it’s paramount that you have some form of presence on the mobile platform. Like we say here at The Source “If it wasn’t on Instagram did it even happen?”.

 

 

To give you a bit more understanding and inspo for what it takes to successfully market to millennials, we’re giving you a run-down of some of the best millennial marketing campaigns of the past few years:

  • Netflix: Netflix in general speaks to millennials in ways BBC iPlayer and ITV Hub could only dream of. Whilst many generations use Netflix to watch the latest TV shows and newly released films, without millennials it would not be the huge success that it is. It’s mobile optimised, can be used on laptops, desktops, tablets and smart TVs giving people access to the big screen all day every day.
  • Coca-cola: Coca-cola’s ‘Share a Coke’ campaign was a huge hit with millennials in 2013 and 2014. It made 998 million impressions on Twitter and 235,000 tweets were generated using the #ShareaCoke hashtag, because it offered a personalised experience for the user.
  • Body Coach: Joe Wicks, the Body Coach is a social media mastermind. He began using Instagram in 2014 and has been a huge hit ever since. He is accessible on all platforms (Facebook, Twitter, Snapchat) and mixes up the content he uses from personal photographs with his nephew Oscar to recipe videos and promo shots you can never get bored of the Body Coach.

 

If you’re looking to create a marketing campaign and not sure what to do or where to start, why not drop us a line? We work with a broad range of clients and can work alongside you to create an effective campaign that ticks all the right boxes.

 

enquiries@thesourcepartnership.com

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Landing a PR Internship: How to Shine and Make the Most of your Time

If you’re a student or recent graduate, the chances are you’ll have started your job hunt only to be met with a disheartening response to your applications:

“Unfortunately, your current experience does not meet the requirements for this role”.

The reality is, experience is the all-important tick-box on your CV that demonstrates the willingness to progress professionally and bridges the gap between ‘graduate’ and ‘young professional’. It can make the difference between your application being ignored or earmarked for potential.

Sound daunting? Fear not! At The Source, we go out of our way to help those looking for more work experience. Here are our top-tips on how to make the most of your first internship in PR.

 

Ask Questions

Internships are generally between one week and three months long, so it’s vital that you spend that time learning as much as possible. Don’t hesitate to ask your team questions and pick their brains on topics that interest you. There’s no such thing as a stupid question – the whole point of an internship is to expand your knowledge and skill-sets.

Show Initiative

If you studied English or a media-related degree, you’ll be able to put your creativity and flair for writing to fantastic use. PR is an industry that thrives on fresh ideas and thinking outside the box. Got an idea for a blog post, or spot something trending on Twitter? Voice it! Rather than wait for your line manager to provide you with a new task, always ask if there’s anything you can help with to make sure you’re exposing yourself to a varied workload.

Keep a log of everything you’ve achieved

Make sure that you’re keeping a note of your day-to-day tasks and everything that you’re learning. By the end of the internship period, you’ll have a backlog of work and skill-sets to show for yourself that you can add straight to your CV and wow a prospective employer with at interview.

If you’re a student or graduate keen to gain experience in PR and Marketing, why not drop us a line? We’re also recruiting for PR Assistants and PR Account Managers, so send in your CV today!

 

enquiries@thesourcepartnership.com