Category Archives: Working Facebook

Fingers Up To Facebook's Filter

Facebook Fails: The Series Continues

Facebook is the best we’ve got, and still… It’s awful and getting worse. As Zuck and Co. continue to squeeze as much monetization as they can out of the 2 billion daily users, we’re left with not much more than a birthday calendar and a platform for advertising. And if that’s not enough, that same advertising we see on Facebook uses technology to track us around the web and show us the same ads, because somewhere a social signal gave them the idea we were interested in a specific purchase.

Facebook Fails is my collection of issues, one at a time, that I’ve had (am having) with Facebook over time. I started this a long time ago, but I thought the historical information would be interesting as well. So here they are in chronological order, FACEBOOK FAILS: The Series.

  1. Death of Organic Reach on Facebook 2016
  2. What Facebook Reach Looks Like with 2,000 Followers
  3. Why We Keep Using Facebook: The Good, The Bad, The Fail
  4. Facebook Reach is Pay-to-play
  5. Take Back Facebook: The LIKE Cycle vs. The Dead Pool
  6. Top 3 Facebook Fails that Make My Blood Boil Daily
  7. Facebook’s Community Value is 0.25
  8. I Might Have a Problem with Facebook: The Love Hate Relationship
  9. Nudging Facebook Back Towards Friends
  10. Facebook Philosophy: It’s How You Choose to Use It
  11. Facebook Angst: Are We Just Whining or is Facebook That Bad?
  12. Facebook Business Pages: Why I Killed My Page, and Have Now Rebooted It
  13. POV: Facebook’s Gonna Make You Pay, Because They Can
  14. Social Advertising Benchmarks: Facebook
  15. Tired of Facebook Even After a 99 Day Hiatus
  16. Top 10 Things I Miss About Facebook
  17. Facebook Is Down: *die* Facebook *die*
  18. If Not Google+ Where Will We Find a Facebook Alternative?
  19. Fixing Facebook: Facebook Pro vs Facebook Free
  20. What’s Your Facebook eCommerce IQ?
  21. How to Fix your Facebook News Feed
  22. Why Do You LIKE Brands on Facebook?
  23. Facebook Brand: Your Customer Service is on Facebook
  24. Resetting Facebook: Expectations & Priorities vs. Procrastination

Resurfaced Posts from the Facebook Fail Archives

  1. Hello Facebook, I’m Home
  2. Please Be Careful, Facebook wants Your Information to Remain Safe
  3. A Friend Request Works Just Like a Friending
  4. Only Friend People You Know Personally on Facebook
  5. Facebook’s Mostly Just Friends Filter
  6. How Facebook Filters Everything
  7. Keep Your Filter Off My Friends, Facebook
  8. False Security on Facebook
  9. My Snark-free Future on Facebook

Slideshare Presentations:

  1. Facebook Fail #47: Just Show Me
  2. Facebook’s 12 Deadly Sins
  3. Neo-Facebook, One Site Simplified
  4. Facebook’s UI Simplified

Join us as we explore how to improve Facebook or leave it behind for good.

John McElhenney
@jmacofearth (also seen on Google+: jmacofearth)

A few of the networks you will find me on:

  • linkedin – the professional networking and contacts social site
  • twitter – the firehose of sharing (mostly social media, funny, and odd political)
  • facebook – recently launched uber.la facebook page
  • google+ – gathering all that’s googled in one place
  • pinterest – what started as fashion sharing is rapidly becoming the visual delicious
  • my Amazon Author’s Page: John Oakley McElhenney
  • my about.me/jmacofearth page < way more connections then you’ll ever need about me

Marketing on Facebook vs. Advertising on Facebook

LET’S CLARIFY A FEW IDEAS: A shared Facebook post about the value of a brand or a brand story is marketing. A Facebook ad trying to get you to buy something is advertising. They are similar but not the same. Let’s explore.

When McDonald’s advertises the Big Mac on Facebook they are doing something in between. They are not actually trying to get you to stop at McD’s for a Big Mac at that moment, that would be advertising. They are really trying to build the idea of the Big Mac in your mind. Make your mouth water, so the NEXT TIME you see the golden arches you turn in for a Big Mac and some fries.

Marketing – telling a story, sharing a brand experience, with the intention of influencing future purchases.

Advertising – buy now, click here to register, special offer now.

On Facebook you can do both. But of course Facebook is not intending you to be surfing Facebook while driving, so their intention is mainly focused on future events. However, with mobile advertising and mobile Facebook the lines are getting a bit blurred. I’d still offer that marketing on Facebook is what McDonald’s is doing. They don’t have to give coupons for discount fries. The fries sell themselves, so McDonald’s usually advertises or markets things in addition to the fries. Like “all-day breakfast.”

In my experience, there is one type of advertising that works really well on Facebook and everything else is really branding. Typical results from a boosted Facebook post.

screen-shot-2016-10-21-at-9-25-31-am

And because I know my audience, that 4.36% engagement rate is pretty high. Typical engagements range from 1 – 3%. In my demographic, women for this ad, here is my demographic breakdown.

screen-shot-2016-10-21-at-9-25-52-am

From this information I can see that no one over 54 or under 35 clicked on my ad. So I can tighten up the target a bit more. But this is branding and marketing. I am trying to build a readership and audience for my blog.

When we talk advertising the one WINNER on Facebook is the Mobile Downloads Ads. But of course these require two things.

  1. That you have a downloadable app.
  2. That your required WIN is downloading your app.

In this channel, Mobile Downloads,  I have seen engagement rates as high as 35%. That means that over 1/3 of the people who see the ad then click on it. The actual download rate then goes down, because not everyone directed to the download store on their various phones is actually going to then click the download button, even when the app is free. That rate usually dropped by 20%. So we’d get a solid engagement and download rate of 23%.

The last mile, for this company, was getting the user to actually launch the app and register with the company for the application to work correctly. This is where the drop off is more of a problem. At this point our WIN rate was about 7%.

So of an ad that produced a 35% engagement rate and a 23% download rate, we would end up with a 7% registration rate. Now if we dropped these numbers to the typical Facebook engagement rate of 2%, you can see where we’d run into serious problems convincing anyone to allocate dollars to a Facebook advertising campaign. Branding yes, advertising, not so much.

Know what you want to accomplish on Facebook. Pick marketing over advertising and see if you can come up with a mobile app version of your website (These can be created for free these days with 3rd party apps.) and you may have some real potential on Facebook. Otherwise, you’re building brand and goodwill, also valuable, but harder to justify in this competitive business environment.

John McElhenney
@jmacofearth (also seen on Google+: jmacofearth)

What Facebook Reach Looks Like with 2,000 Followers

Let’s get real with the appalling numbers from Facebook.

On an account I started a long time ago, I have 2,126 likes, or followers. Now let’s see how the organic (non-paid) reach looks for an account this size.

99-reach

So for a hot topic, POLITICS, this Facebook group gets an average reach of 50 – 70 views on an account with over 2,000 followers. How’s that math for ya?

3.5% reach. That sucks. Without paying for views, Facebook’s organic reach is a non-starter. It’s fun for play (as I’m not trying to make any money off this account) but you can see, if I wanted to REACH my 2,000 followers I’m going to have to boost a post.

Screen Shot 2016-03-08 at 8.49.45 PM

And once in a while you’ll have a break out hit, meaning it got shared by a few people with large followings. But other than that, you’re Facebook reach is all about frequency and nailing the topic that your followers are interested in.

Your mileage may vary, but the days of 20% organic reach, of just a few years ago, are long gone. Today, building an audience on Facebook is more about building the group you can pay to reach when you have a post you want to boost.

@jmacofearth (also seen on Google+: jmacofearth)