The more astute online marketers had long taken advantage of this way to communicate to people who had actively sought them out but now that ability has been cut to reach just a small percentage.
Of course you can always pay to get sponsored posts on platforms such as Facebook and Twitter but there is a general feeling from users that these are the junk mail of social media, clogging up posts.
They are effective to some degree in promoting a message but getting natural posts to go viral and create a buzz is a much better way to engage people.
How then can we make full use from social media? The simplest way for me is this, Interaction. Interacting with users is a great way of spreading brand awareness through people mentioning your brand as well as reposting, sharing, re-tweeting.
By interacting with followers it also makes them feel more involved and, in turn, more likely to interact with your posts. This interaction on their part helps to publicise your page.
On Facebook for example commenting on or liking a post comes up on your friend’s timeline, “Hector likes Boyd Digitals photo”. If Hector has 1000 friends they will then see this. Creating good content that invites people to interact will then become a catalyst to your profile becoming visible on thousands of pages. Content such as good photos, polls and promotions can entice people to like, comment and share.
Creating a good balance is equally important because posting too often can frustrate people and lead to you clogging up news feeds the way that people tend to deal with that is to block or unlike the page.
Not posting enough or lack of interaction can also mean that people lose interest; it can also mean that you drop out of people’s news feeds. Another change that Facebook made was making pages invisible unless you interact or click on ‘Show in newsfeed’ which many people do not.
It goes without saying that this only really scratches the surface of good techniques to deal with your companies social media but it is good practice and can get good results.