Ok, I’ve read the marketing books. I’ve worked in sales, fashion design, public relations, so I’ve huslted and interned my ass off. I can now say that I’ve got experience and the energy to really give my all, creatively and strategically- to a super genuine and passion-driven brand.
So that’s all a go. When you stick me behind a brand I believe in, I can create what I think is the best social media experience for our fans. My team here can prove it, we’re fans ourselves!
BUT. As a loyal Facebook user and marketer, I’m frustrated with their recent change.
If certain social sites, like Facebook- drastically drop the ROI of their basic ad model, my loyalty and dollars will severed. You see, Facebook used to be the medium I could analyze how our content was really doing. Over the last 2.5 years at the company I work for, I’ve analyzed, researched and reported on what content works and what doesn’t.
We create content in-house to give back to our fans, period. Once you like or follow us, it’s all about you. We’re not an online retailer, so I have the space to create a REAL and authentic experience.
We spend a healthy budget to balance our paid and organic growth. Don’t get me wrong, we don’t rely on ads, but as Facebook has grown, their ad structure has too- so we’ve rolled with it.
Based on November 2013 and before, I presented a budget that would work for basic paid growth, likes and engagement. Mainly so our content stays in the News Feed and we continue to see new fans. It was all approved and ready to go for January 2014.
December 2013, that all changed. CPL dropped 50%, and it is still dropping.
So, I reached out to Facebook. They told me it might be a technical issue, so they are looking into it and getting back to me. Uh huh. I also emailed some of my colleagues at other brands, smaller and bigger than mine. They said the same thing was happening and they are looking into using their budget elsewhere- other places like Google+.
It’s really important to keep an open dialogue with each social medium that changes often. Google+ is another one I’m on regular calls with. We’ve seen a massive increase on our G+ page, so I’m shifting some of my time there. Testing it out.
We’re also upping our awesome content next year. We want to be the go-to place for education of all kinds that relates to the lifestyle our brand offers. And we’ll get there, with or without Facebook.
As our company grows, I’ve had to educate and present to our entire marketing department, just where we (me + online marketing team) think the online experience is going.
It’s a different experience on each medium. The numbers are changing, the eyeballs are changing location. The way we share is different now- it’s all about the perfect picture, sharing the latest YouTube clip and testing out the yummiest recipe disaster.
When I hear it’s all about content, I don’t believe that’s the case on Facebook for the moment. We’ve never had a problem with context, content or giving back. That’s all I care about. That’s all we care about.
So, either Facebook needs to give me a concrete answer on what the heck is going on- how this new platform of ads works from the last million updates OR we’ll take our budget somewhere else. And we’re already testing on other places.
Ok, so that’s my rant for Friday, December 27th, 2013.
I’ll update soon when I get more info. Just know that I am always learning and educating myself on what I do- so in no means is this a eff off to Facebook post. Rather, it’s a post that shares in the frustration of many people who work with social media.