Facebook Marketing in 2018 | Carlos Gil | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

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Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (54m)
    • 1. What to Expect

      1:43
    • 2. Getting Started: Marketing on Facebook

      20:13
    • 3. How the Facebook Algorithm Really Works

      5:47
    • 4. Types of Content Which Facebook Really Prefers

      7:01
    • 5. Best Practices to Growth Hack the Facebook Algorithm

      8:30
    • 6. Advanced Strategies to Increase Facebook Reach

      5:57
    • 7. Course Wrap Up

      5:11
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About This Class

Do you want to know what the secret is to organic engagement on Facebook?

Sign up for an interactive learning experience designed for any marketer, business owner, or influencer who wants to learn how to reclaim reach on Facebook and discover how to hack the algorithm with advanced tips and strategies implemented by the world’s most successful brands and creators.

Most marketers today blame their woes including depressed organic reach and engagement on Facebook (i.e., “It’s Mark Zuckerberg’s fault!”) however in this mini-course, discover why Facebook is the world’s most powerful marketing tool on the planet (more so than even Google) and how to use it effectively.

Learn how to use Facebook for business in 2018 and discover advanced strategies to reclaim organic reach.

This self-paced course will provide you with five in-depth modules which will teach you the following:

 “Getting Started: Marketing on Facebook”

Key takeaways:

  • What you need to know about marketing on Facebook versus other social networks in 2018

  • Tactics on how to stand out & differentiate from other marketers

  • Increase your exposure and visibility 

  • How to determine which is the BEST social network for your company

 “How the Facebook Algorithm Works”

Key takeaways:

  • How to select the platform that works best for you & engages customers

  • Create engaging content that converts to buyers

  • Maximizing the ROI of photo, video, and ads

  • Do's and Don'ts of what type of content to post 

  • Best practices for building your sales funnel whether for B2B or B2C

 “Types of Content Preferred by Facebook”

Key takeaways:

  • How to eliminate blind spends & maximize your ad dollars

  • Strategies for leveraging native video content including Facebook Live 

  • The various forms of content which Facebook will prioritize in the algorithm

  • Types of content which Facebook doesn't like and will penalize your brand for using

  • How to tap into Facebook Notes as a blog alternative for improved SEO

“How to Growth Hack the Facebook Algorithm” 

Key takeaways:

  • Advanced tips and tricks for maximizing Facebook post impressions (at no cost)

  • Strategies for optimizing engagement & click-through rates on posts

  • How to go beyond Facebook with ads to reach targeted buyers

  • Engagement secrets implemented by the world's leading brands and creators 

“Advanced Strategies to Increase Facebook Reach” 

Key takeaways:

  • What you can do to go outside of the box by leveraging groups

  • Tactics on how to stand out & engage advocates

  • How to set up a Facebook Messenger group for your most engaged fans

  • Advanced strategies & tips for scheduling Facebook Live content

With over 2 billion daily active users, Facebook is a medium which your business cannot afford to ignore.

If you’ve ever been curious to learn how to master Facebook to grow a community, generate leads and market your business, this is the course for you.

Learn the guidance of a Corporate Marketing Executive, Award-winning Storyteller, and International Speaker on how to build a personal brand that will help you stand out within your industry and in your community, both on and offline.

Meet Your Teacher

Teacher Profile Image

Carlos Gil

Social Media Keynote Speaker

Teacher

Carlos Gil is a first-generation Latino marketing executive, international keynote speaker, and award-winning digital storyteller with over a decade of experience leading social media strategy for global
brands including LinkedIn, Winn-Dixie, Save-A-Lot, and BMC Software. Carlos’ work has featured by Harvard Business Review, Inc., Entrepreneur, and Social Media Examiner in addition to dozens of trade publications. Presently, Carlos is the CEO and Founder of Gil Media Co., a Los Angeles based marketing firm which works with Fortune 500 clients including DocuSign, Western Union, and Keller Williams.

As a dynamic and charismatic speaker, Carlos’ speaking pedigree includes bilingual keynote speeches for clients across the United States, Europe, and South America in add... See full profile

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Transcripts

1. What to Expect: Welcome to how the Facebook algorithm really works. Presented by Social Media Career Academy Today you will learn how the Facebook algorithm really works. You'll also learn about the types of content which Facebook gives preferential treatment to , as well as strategies for boosting organic Facebook reach and engagement. You'll also learn about new ideas for going outside the Facebook box to grow your audience and how to transform your brand into a media company with live video. My name is Carlos Skill, and I am your coach. Before we get started, I want to invite you to connect with me on social media. You can find me on Facebook as well as on Snapchat at the Carlo Skill. You can also connect with me on Twitter and on Instagram at Carlos Kill 83. Now in front of you, you see several logos. These air the logos from companies where I've had the pleasure and honor of working for in the past. Several years ago, I went to work for Winn Dixie supermarkets at the time when Dixie had no social media presence, which is why I was hired as their first ever social media manager, starting social media for a brand is not an easy challenge because you're starting from ground zero. However, it forces you to learn the various tips and tricks and strategies I'm going to share with you in this lesson today after when Dixie s spent time working at save a lot running digital marketing before moving over to linked in and then BMC software were most recently had led social media globally before starting my own company in Gil Media. 2. Getting Started: Marketing on Facebook: As I've learned throughout the years of working for large enterprise brands, regardless of how much money you have to spend on ads, every brand out there is stranded in a digital ocean. And what I mean by this is that today you have MAWR competition than ever before. When it comes to people and companies vying for eyeballs digitally, whether your creator a brand, a small business Ah, youtuber or someone that's just getting started in social media, we're all competing for the same limited attention. Also, you have content that's constantly flooding the news feeds. Just try this for one moment. Go on your Facebook right now and start scrolling through your newsfeed. What are you going to see in your own newsfeed? You're gonna see combination of people and companies that are all sending different signals . Some are sending signals of conversation wanting to go ahead and get engagement around their latest post on their own business page. You also businesses they're trying to sell on advertise without building community. So with that being said, we are all just ships sailing in this big giant digital ocean, often times without even having our content or a message seen by anyone staying on this theme of your brand being stranded in a giant digital ocean. You also have digital pirates. They're stealing your reach every single day before. Explain this more in depth. Keep something in mind what Social media offers you and me, and every single brand out there is the ability toe. Listen and see what's being said about our industry, our brand and our competition. It is up to you and the people that you hire, including the agencies that you hire to take advantage of this competitive advantage that you have right at your fingertips, which is once again, the ability toe listen. An example of a brand that does this really well is Wendy's. Most recently I hop change their brand and our company name from I Hop Toe I hab being international house of burgers, whereas previously they were knows International House of Pancakes. As you see in front of you, Wendy's, which is one of the most savage brands online today, where do they do they have this tweet that they dropped the day that I hab rebranded, saying, Can't wait to try a burger from the place to decided pancakes were too hard. Ouch. This right here, my friends, is an example of a brand being a digital pirate. Now, while someone might look at this and say, Well, that's being really snarky, Others can look at it and say, This is pure genius because what Wendy's did was they essentially took I Hobbs news off their rebranding, and now they went ahead and took that news and capitalize on it to bring attention to their brand. So once again, Social Media is, in fact, a giant digital ocean, and every brand out there has the opportunity to be just like Wendy's. Many years ago, when I was running social media at when Dixie, our greatest competitors in our markets were publics and Wal Mart and I remember so many times going or chief marketing officer as well as our VP of communications, which is whom I reported to the time and suggesting, Why don't we use Twitter as a way to listen to what people are saying about Publix and Wal Mart? And better yet, why don't we use Twitter as a way to see who's speaking negatively about Publix and Wal Mart and now leverage these opportunities for our brand to swoop in and have conversations with these unsatisfied customers. It's almost like the equivalent of you go to Foot Locker and they don't sell your brain your size of shoe. And now Champs Sports gets that intel and they're able to send you not on Lee a message inviting you to go the nearest store. But they also follow up with a 10% off coupon to ensure that not only will you go into their store to buy that product and said the competition, but now you're gonna be, hopefully a customer for life. So the same rules apply for every brand and every industry. However, most companies aren't focused on the opportunity, which is how do I build long term loyalty with my customers and customers of my competitors . What they're thinking about is, how do I make that initial sale right now and let me be the first to tell you if you haven't been told this before. There is no instant r a y in social media. It's a long term play. In fact, it takes several times for someone to see your brand message in front of them before they ever truly stop in care. The formula for growing sales on social media, quite frankly, is built trust and loyalty with your audience. And if you build trust and loyalty over time, then what's gonna happen is that audience is going to not only be inclined to buy from you , but they're also gonna be inclined to share your brand message with their audience and with their friends. Which brings me this next point. This is your audience on Facebook. Today, less than 1% of brand page fans air seeing your content, and the reason for that is because Facebook is a business. Facebook is in business to sell ads on behalf of brands to reach the over two billion daily active users on their platform. So knowing this today, if you're trying to reach the majority of your page fans, let's just assume that your business page has 100,000 followers. You're not getting 100,000 followers seeing your brands content. In fact, less than 1% on average are seeing your brands content. And once again, the reason for that is because Facebook has become one of the world's largest digital advertising networks, on par with Google So if you've been focusing over the last 5 to 10 years on spending money and resource is on growing, your presence on Facebook hate to break it to you. But the game has changed. Today, the emphasis needs to be not. How can I reach an unlimited surplus of people? But how can I get my content in front of the right audience because of this? Right here in front of you is the breakdown off social media users as of 2017 across the spectrum of social networks. As you can see, Facebook takes the lion's share of social media users. Quite frankly, it is impossible to not have a presence on Facebook. Whether you have a brand page where you're pushing out content or even if you're using Facebook toe advertise. My recommendation with your small business or enterprise level company is make Facebook your home base online aside from your website and then you expand from there. The reality is you don't have to be on every social network as you see the breakdown. YouTube has 1.5 billion users, instagram followed by Twitter. Then you see a surgeon, WhatsApp Snapchat is down under 300 million users. Facebook Messenger. And then we chat. My advice to every single marketer, business operator and brand is to take a moment to stop what you're doing and to truly analyze. What value do these social networks give to you? You don't have to be in every social network. You don't have to flood the market with content, especially if the audience on those networks aren't seeing your content. But my advice to you is that you spend time, money and resource is on at least 1 to 2 social networks, where you can be great and where you are seeing the R Y. And the first question that you need to ask yourself is, Where does my audience live? If your business is in insurance sales, which is a highly regulated industry, then you should probably stop right now and ask yourself, Where are my clients? Where can we get the biggest R a y for our efforts? I speak at a different conference in the marketing space almost on a weekly basis, So I've come across almost every single type of brand that you can imagine from a mom and pop dry cleaning business to an insurance business, real estate all the way on up to your Fortune 100 or Fortune 50 company that employees thousands of people that work in marketing and in social media. And here's what I can tell you were a lot of brands and businesses missed. The mark on social media is they're trying to be everywhere, and they're trying to appeal toe everyone, and it's impossible to be everywhere and be great. It's impossible to appeal to everyone. Your objective shouldn't be. How do I become the noisiest brand online and then have no one see your content or have consumers tune you out because your content is not relevant to them? Your objective needs to be. How do I make the biggest impact on the social networks where my company has a presence? And, more importantly, how do we leverage these social networks to convert these numbers being the followers into loyal customers? You see, every marketer out there is looking at the big numbers. Right now you're looking at this slide in front of you, and you're looking at the two billion you're looking at 700 million. You're looking at the 255 million, which is Facebook, Instagram and Snapchat. You look at that 328 million and Twitter, but a lot of brands out there unless you're in B two B, or unless you have a business once again like Wendy's, it's using Twitter for customer service. Now, a lot of brands air dialed in there, but again, they're dial on the Facebook Instagram and Snapchat. So they're seeing these big numbers, and they're thinking, Wow, I've access to reach millions of people for free and that's where your wrong? Yes, there are millions of people on these platforms, but are millions of people paying attention your content? Absolutely not. The second part is, is it free to get your brands content in front of these millions? And the answer is no. You have to pay for the reach. Social media today is a pay to play game. Not only do you to pay to create good content and employ people who can create that constant, but you also have to pay to amplify that content if you want to drive it beyond your super fans. So the big challenge that marketer's face is their look at these numbers Million's and they're trying to cast a wide net over these millions instead of focusing on a very real smooch. Smaller number, which is where your advocates who's buying from your brand, who are the people who are your true super fans? Meaning when you post a piece of content, pick any social network when you post a piece of content. Who's commenting, Who's the first alike, who's consistently sharing? You see, it goes back to what I said earlier on. Every brand is stranded in a digital ocean. However, every brand also has the same competitive advantage, which is the opportunity toe. Listen and engage with what's being said about your company, your competition and your industry. So a lot of marketers out there over the last year have talked about possibly getting off of Facebook. You have marketers and have thought leaders that say that Facebook organic reach is dead and that Facebook is dead. And then you also have the group of marketers that say, Damn you, Mark Zuckerberg. Because Mark Zuckerberg and Facebook are making it harder to market on Facebook today. And my answer while I chuckle is, don't be mad at Facebook that you suck at marketing because if you understand how marketing is done, not just today in the year 2018 almost 2019. But few understand historically how sales and marketing is done, which is one person at a time, not selling one too many, but selling Oneto one and by building relationships one at a time. If you truly understand how sales and marketing is done digitally speaking and in the real world, then you wouldn't be mad at Facebook. You wouldn't blame your marketing woes on Mark Zuckerberg. In fact, what you would do is you would think we as a company and organization have an opportunity to get our content in from the right audience. I work with a lot of real estate agents, and real estate agents will spend thousands of dollars per month on sending pieces of direct mail to mailboxes at homes in which they know nothing about the person that lives at that residence there just doing blind marketing, or I like to call shock and marketing, which is you just send out a broadcast and you hope it sticks with one or two people and you convert a sale that way. Well, guess what if that's the way that historically you've been marketing, if the way that you historically have been using social media is the fire out content and see what sticks, then you're probably seeing a depressed level of engagement and conversions on your content . However, what I'm here to share with you today is how you can turn all of this around and how you can make Facebook be your most engaging social network. How you can turn Facebook into a riel revenue generating social network for your organization or your company immediately just by making a few key tweaks normally want to speak on stages in person? I ask this question as a pole, and I'm gonna ask you the same question. Did you wake up this morning and check Facebook to see what your all time favorite brand posted? Chances are you didn't. In fact, I've asked this question now dozens of times thousands of marketers and agency operators and guess what? No, never raises their hand because the reality is this. We as consumers not as marketers, not his business owners. As business operators, we, as consumers instinctively don't want to be sold to. In fact, we hate being sold to the reason why 99.9% off people use social media is what it's to socialize. The keyword in social media is social, so if you want to get value as a brand using social media, you have to do less selling and more socialising. In fact, no one cares about your latest sale. Think about when was the last time that with enthusiasm, you went to Facebook to see what your favorite brand posted. I can tell you this I shop at Nordstrom's. I'm loyal to Nike is a brand. I wear Cole Haan shoes, and I can also share with you that I do not follow these brands on social media whatsoever . If I want to go to Nordstrom's to buy article of clothing, I go to Nordstrom's dot com. I don't go to Facebook to see what they posted. If I want buy a new pair of Nikes, I'll go to my local shopping mall. I'll see what's in style, what appeals to me, and I'll go buy a pair of Nikes. I'm not going on Twitter or on Instagram to see what they posted, because once again, I value my time online as should you, as should most consumers. So once you recognize that as a marketer in a business operator, you don't eat your own dog food. Now you have to start to think, Okay, if I feel I'm think this way and I'm a marketer and this is the business that I'm in, how am I possibly going to get people to buy from my brand? How am I going to get them to pay attention? Which brings me this next point. Marketing today is like tinder and finding your match. If you're not familiar with tender, it's a dating app. If you are familiar with tender, then you know exactly where I'm going with this on tinder, you will go ahead and swipe through and see countless photos of people that potentially might be a match for you to meet up with End date. You will swipe and swipe in swipe until you find that match. The same thing happens when that matches swiping through. Eventually you'll connect with a match or with matches, and then you'll start having dialogue. And that dialogue leads to a day in the date leads to the next steps. We all know what I'm referring to marketing and sales is no different. Once again, online operates the same as in the real world. People don't want to be sold to. If you're trying to cast this wide net over millions of people, it's just not gonna happen. So instead, focusing on the big numbers start focusing on the much smaller numbers whose my match, who are the one or two people that I can connect with on a daily basis and make such an impact on them that they're gonna start following my brand. And not only are they gonna follow my brand, but they're gonna want to start engaging with my brand. They're gonna want to buy for my brand, and they're gonna want to share how amazing my brands content is with their friends, their family and their neighbors. So going back to an earlier point, you have to go where your audience is. If your company's ideal buyer is under the age of 21 years old, then you should probably be on Snapchat, and you should try to sell to that audience. If your ideal buyer is above the age of 35 years old, then you should be on Facebook. If you are in B two B and you're trying to sell to a business audience, you need to be unlinked in. If you are trying to engage someone between the age of, let's say, 18 years old, 34 then you should be on instagram. You see, there's a lot data out there that you have access to on your own customer profile from all the brands I've worked at, whether it's when Dixie Save Lot linked in or BMC and now running an agency, the data I review on clients that we work with you have access to Nielsen data. You have more access than you could possibly need to know about your customer, what technology they're using, what they want, to see, what they want to hear, how old they are, how much household income they have. This is all data that now you can leverage to ensure that your content and your brand is featured on the platforms where your audience lives. If we're not leveraging this data, and once again you're just firing out content for the sake of having a presence, then you will fail and you will not only fail miserably, but your career and your job will be impacted as a result. Because executives don't want to see fluff. Executives don't wanna hear how maney impressions your latest Facebook ad buy obtained. What executives want to see is riel actionable and tangible results. 3. How the Facebook Algorithm Really Works: how the Facebook algorithm really works. First, content from friends, family and groups are prioritized. Like I said earlier on, Facebook is a business, and they're in business to sell you digital ad space. With that being said, if you have a business page today, your business page intentionally is having its content reach limited by Facebook because they want you to pay for that reach. However, if you have a Facebook profile and you routinely are putting out content on that profile, what you're going to notice is that people in your inner circles being your close friends, your family, perhaps your colleagues in your industry and also in the groups that you're a part of that content that you post will be seen over your brand page. In fact, you should probably try this as a as an example or as your own mini case study. Take your latest Facebook post that you put on your brand page. Literally copy that same posts and use the same link and put it over on your profile. Do this, and over the next 24 hours, see which one of those posts received MAWR engagement. The second thing I want you try is share your brand post over to your profile and see if that gets engagement. And what you're gonna notice is the content that you're even shared from. A brand page typically is not getting reached because again, it's coming from a brand page. However, if you're organically putting content on your own profile, that content has a higher likelihood of being seen by a much smaller audience. Again, the big numbers don't mean as much as the smaller, more engaged numbers, too. Next Facebook is a business. It goes without saying they want your advertising budget, and I'm gonna share with you in this lesson how you can get the most out of Facebook ads meeting. How can you get the most juice out of the squeeze? Engagement bait Post. This is a big no no. I can't tell you how many brands out there shoot themselves in the foot digitally speaking because every one of their posts has a call. The action, such as comment below, like this post click here to do X. These posts are known as engagement bait posts, and they're being penalized at a high read by Facebook. Why is that? Because once again, Facebook wants you to pay for the action. Facebook has ad units that charge based on you paying for that click you paying for that engagement? So if you're asking your audience to do this, you will be penalized. Next. Facebook will prioritize content that keeps users on Facebook and penalize brands that try to drive users elsewhere. So let's break this down. Every single business out there is in business, for one thing and one thing Onley. And even if you're a nonprofit, those same rules apply. And that's to do what to drive revenue. If you're in business, you're in business for that Bottom line. Now how you get there through social media is not a linear path. It takes time. You have to first develop a relationship with your consumer and then lead them down the path of buying. We talk about this in the world of social selling and B two B. As the sales funnel and the same rules even apply and be the sea people see your contents. Then you're gonna have part of that audience that just clicks away. They're not interested. You have a smaller fraction that's now going opt into your content because they're gonna like your page. They're gonna comment. They're going to share their gonna like as they go down the funnel, they're eventually going to click over to your website. They're gonna opt in, then they're gonna convert. And then hopefully, though by but it will be a much smaller number at the bottom of the funnel is at the top. So every brand out there is making this critical mistake that they're just using Facebook as a distribution medium to get people to go over to their website. They're using Facebook as a medium to get to get people to download their app, download our latest podcast often to their email newsletter, even if it's not an action off buying with dollars and cents. You're trying to get people to click away from Facebook. And what happens is once you try to get people to click off of Facebook, and Facebook sees this because they have bots in the back round that air reading all the content from all the different brands and publishers on their platform. Now they see this, and what do they do? They limit your reach because if you drive users off of Facebook now Facebook can't serve adds to that person that's on your page at that point in time. Therefore, Facebook will penalize you. With that being said, you should immediately look at ways to keep more users on your Facebook page. And even if you want to get them to opt in, get them to buy. Get them to learn about what your company does. There's ways that you can. We that into your content you can create Lee generation forms. Now you, through Facebook notes, can write a block post on your Facebook page. You can add video content. It's uploaded natively to your Facebook page vs sending them to YouTube. So in this lesson, I'm going to share with you. What are some of the different ways that you can only maintain traffic on Facebook through your business page. But what is the other things that you can do to go outside of the Facebook box? 4. Types of Content Which Facebook Really Prefers: types of content, which Facebook prefers. The first is native video content native video, our video's that are uploaded within Facebook as opposed to dropping in a link to your YouTube account or your YouTube video. The key to native video content uploads are to ensure that your content is short and catchy . Based on research by Del Mondo, the average watch time of a video on Facebook is 16 to 23 seconds. Most video content, however, is Onley consumed for mere 1 to 2 seconds. And the reason for that is because, as you're swiping through your newsfeed and scrolling up, it's easy for that video content to get lost. Also, many videos that are uploaded to Facebook typically don't have captions or a good looking thumbnail. Therefore, it gets lost in the digital sea of content. Live video content is also preferred by Facebook, and what I refer to live video content is everything from how to videos, conference keynotes, exclusive interviews and again videos, which are sure and catchy. So before you do your next Facebook live, sit down and plan out. What are we going to share with our audience, and what action do we want them to take nexus post, which ignite conversation, and this is going to be subjective because you know your company and your business better than I do. But what I'll share with you is post, which typically ask a question. Get higher engagement than those in which you are leaving a close ended statement. So try this immediately. Go on your business page and create a post that short, and it asks your audience an open ended question such as What are you doing today? What do you want to see from us? What do you do when you go home and you have whatever your product is in your hands? So take your goods, products and services and start thinking. How do we create conversation around those goods, products and services by asking our community questions? Once again, the key word in social media is social, so if you want to socialize with your audience and if you want your audience to start speaking, then you have Teoh getting to the point where you're pulling them to speak to you back as opposed, just pushing them content, which is by no pun intended falling on deaf ears, same principles apply for native video content and the same principles apply toe live video . If you're going to a live video on Facebook live in order to sell product, then what value does that product or service bring your audience? Ah, lot of small business owners and solo preneurs that I see, for example, an S CEO expert or a website building expert. These individuals oftentimes will use Facebook live to educate the masses on how to do something. They essentially you're giving away Freemium content and then that Freemium content is what leads to the premium content, which is the sale or the conversion. It goes without saying that Facebook likes post with a lot of engagement. Being likes comments and shares in a couple of slides. I'm going to share with you how you conduced your post to get a lot of likes comments and shares for free without paying for him. But keep in mind, your posts on Facebook have a very short life span. In fact, if your post is not catch on within the first few hours, then chances are it never will. Let's talk about the types of content Facebook doesn't like and the first are overly promotional. Facebook is a business. I will say this once again. And if your objective is to go onto Facebook just to push your agenda and push your goods proxy services and not pay for it than Facebook is going to go ahead and weed out your page and ensure that your content is not displayed organically. The nexus click be or fake news. What this means is you're using Facebook as a medium toe, have post headlines or content that don't fully represent what you're trying to get people to do. So an example that would be, if you want someone, you go to your website to see the latest sale and the Post headlines as click below to see our CEO running naked through the halls of our marketing department. That in itself is click be in its fake news. So Facebook has is part of the algorithm bots on the back end that air crawling through and picking these posts out and ensuring they will not be shared or displayed organically once again linking out to your website or third party videos and no, no, and I fully recognize whether your agency trying to get the most out of Facebook for your clients, or whether you're on the brand side trying to get people to convert and go over your website or even your just a content creator. And you're trying to use Facebook to grow your personal brand. Your objective should be. How do I keep as much conversation and dialogue contained within Facebook? If anything, start putting the links to your website or your content in the comments. If you have to drive people outside of Facebook but truly keep the real estate that you're using in people's news feeds to drive conversation within that post, then the next is long form, text based content. Post Facebook is not medium dot com. It's not WordPress. Facebook is not block. However, Facebook also does have a note section within Facebook Business Page is so maybe what you start doing is you take your block content and you re purpose in Facebook notes. And by doing that, it now creates another piece of native organic content within Facebook. And by doing that now you have the S e o value that you have facebook dot com forward slash your page name, forward slash Whatever you are ill, you assign that note the headline. So if you have a podcast that you want to drive more engagement towards or more listeners think about creating a no and then in bed. Within that note, your podcast or your brand content and then the next is excessively tagging others. That's viewed as spam. So I fully get it. We all want a leverage Facebook to get as many eyeballs as we possibly can on our content. However, if you're just using Facebook toe arbitrarily, tag everyone that you possibly know or who you think will be interested in your content. All it takes is one person of those 30 to 40 people that you tag to report your content as being spam or a ntags himself, which will prompt Facebook to ask them why they're on tagging themselves. All it takes is one person to take these actions, and your post will disappear and it will be pulled down, effective immediately. 5. Best Practices to Growth Hack the Facebook Algorithm: Let's talk about tips to growth Hacked the Facebook algorithm. This is the good stuff right here, So make sure that you have a pen and paper nearby. Or take notes on your computer because you don't want to miss out on the next few bullet points. The first is respond. All comments reviews, etcetera in a timely fashion to keep that post ranked high in the news feed for the 1st 24 hours. This is what I like to refer to as a ninja growth hack. Would, I mean by this is any time you have a piece of content that goes out on your Facebook page . If someone comments on that content immediately comment back. Thank them for their action. Ask them how their day is. Ask him if they visited your website. Ask what they're interested in learning MAWR. This is where you sell its in the comments, not in the post itself. You use the post as leverage to get people's attention, and then once you hooked them, then you use the comments to sell. If someone likes your post, then go in the comments and faint them for liking your post. Better yet, have your community manager or your socially imagine from their own personal Facebook profile. Thank that person. If you do this enough times, you will immediately start building brand advocacy because now you're consumers that are taking the time toe, like your content are going to see. Wow, this brand who I passively went through in the newsfeed and like their content now is proactively reaching out to me and thanking me. Who does not want to be acknowledged, especially by a big name brand. The same holds true four reviews. If someone goes on your Facebook page and leaves a bad review, for whatever reason, the worst thing that you can do is ignore and let it sit there without commenting. Embrace every review that comes your way good batter and different. Thank every person that reviews your page for their business and further time and follow up and ask, What can you do to improve the customer experience? Next, go back and comment on all old post to trick the Facebook. All the algorithm into thinking that your post is relevant Once again, every major brand out there has access to social listening tools, whether it's sprinkler or spark central or spread fast or sprout or hoot suite. Whomever you're using, every brand out there should take the time to go into their social listening dashboard and run a search to see what content was the most. Engaging over the last 12 months mean which post on Facebook received the highest level of engagement. Then what you want to do is just, very, very simply go into that post and start liking every single comment that was on that post. Let's assume that your top performing post over the last year gained 50 comments. Now you're gonna go through and you're gonna like all those comments. So you just got 50 new engagements. What you're then going to do is you're gonna go through. You're gonna comment back on every single person who commented. So assuming that you got 50 engagements or 50 comments on that post, what you're gonna go through is like and comment back and say, thank you. You can follow up with some other pleasantries like we appreciate your business. We hope that you come see assume whoever it might be. And now you got 50 new comments. So by doing this action, just going to your old post. You have now again using the example of 50 of 100 new engagements on that post which now Facebook is going to assume this post is relevant again. It has, ah 100 new engagements in this very short period of time. So now they're gonna start serving that post up. What's gonna happen is this. Anyone who is like your page since then who didn't like it before now is going to see that post in their timeline because that post is perceived by Facebook to be relevant and to that audience. And now it's important because it has newfound engagement. Next for every native video upload on your brand page, boost it with his little as $10 targeting anyone that's seen at least 10 seconds of a video on your page within the last six months. What happens is most people will like your page. They won't ever engage with it. And then very quickly, Facebook dies it out so you'll never see that page again unless they advertise. In fact, I went back and I saw that my account personally likes over 1000 pages on Facebook. But I can assure you that the majority of the pages that I went through and I was surprised . I like I never see a single piece of content from them. So what you want to do is you want periodically. Make sure that you're targeting people that previously saw content in the form of video tense as at least 10 seconds through within the last six months, especially if you're a brand. It's posting live video content. You wanna necessarily target someone that's all one or two seconds and then clicked off at least someone that sat through 10 seconds of video, create a custom audience and then serve your most recent video to that person once again. Other things that you can do to growth hacked the Facebook algorithm are Facebook ads. It goes without saying that Facebook has reached well beyond facebook dot com, and I'll give you a couple of examples of this. Ah, lot of companies and brands have Facebook tracking pixels on their website, meaning if you go to their website. If you look at items, perhaps you goto footlocker dot com. You put a pair of sneakers in your shopping car and then you never press by and go through with the transaction, then you go back to Facebook and you start seeing ads for that pair sneakers. The reason why you see ads for that pair of sneakers is because Foot Locker has a Facebook tracking pixel on their website. Most companies do today. You see, Facebook is collecting a lot of data on the back end from other websites, which go well outside of facebook dot com. Facebook also has partnerships so face because a partner network that you can advertise to so my recommendation with ads is typically start with a small budget of $10 per post. Even if you're a real estate agent or a small business with a small $10 ad budget, that's a $300 ad spend per month, assuming that you are posting ones per day. With that being said, even if you're doing a $10 ad by which is not a lot of money. Granted, at least you're getting your content from Facebook in front of the right audience, which is a targeted audience using custom audiences in Facebook ads, which leads me. My next point, which is building custom, add audiences a lot of digital marketers out there have access to a lot of data. They're not using primarily their email and CRM list. So if you're a big brand like, let's say Best Buy and you have an email marketing list with hundreds of thousands, if not millions of people immediately take these lists export, um, from your hub spot or your exact hearted account into a C S V file and then import them into Facebook as a custom add audience with Facebook, then is going to do is identify based on their email addresses, whose email address in your CRM lines up with the email address they used to log into Facebook, provided that those emails match. You'll now have an ought ye olde. Now be ableto advertise on Facebook to those people that are part of your CRM or email database. You can also create custom audiences for interest based demographics. So if you want to be able to reach someone based on age based on buying capacity, household income, things that they're interested in, you can reach those Facebook users. You can also reach followers of competitors, which comes to your advantage. More importantly, if you don't have a lot of money to spend. You can still use small ad budgets over a short 48 hour window to drive initial engagement on your posts. And then the last bullet that you see there in front of you is post short text based updates whereby the text appears to be larger in order to stand out in the new speed. So if you try this and you go on Facebook and you do a status update somewhere around 140 160 characters, where you're gonna notice is that the Texas going appear larger than if you were do a longer post. Now, by doing this, it's gonna essentially help you get a little bit more real estate in the news feed. 6. Advanced Strategies to Increase Facebook Reach: how to go outside of the Facebook box. The first thing that you should do is do a weekly Facebook live show, which you can schedule ahead of time and promote to keep interest around your page in between broadcast. If you want. See a brand that does Facebook live really well? Go look at NASDAQ. NASDAQ has very shows that they stream on their Facebook page. NASDAQ also works with constant creators and entrepreneurs like yours truly, which create content for NASDAQ. You could do the same exact thing for your brand. Even if you're a small business with Facebook live, you don't need high definition fancy equipment. But what you do need is the right mix of content and creative and create tours. So once again goes back toe listening. Truly analyze who are the advocates for your company who are influencers that appeal to your target demographic of who you're trying to sell to, and then riel end those creators and those advocates to create Facebook live content on your brand page. Whether it's a tutorial, how to showing people how to do something with your products. This is the name of the game. How to be relevant, creative and engaging in factors. Three pillars to ensuring that your social media content is effective. It's creative, educational or inspirational. Most brands lack creativity, but that's something that you can solve. Most brands, if not every brand, can teach its audience how to use its products and services. Most, if not every brand, can be fun and inspirational in how you do that. However, as you're setting up and planning for your Facebook live content or your weekly Siri's or your weekly show, make sure your scheduling this content in advance. And by doing so, it's going to send a notification to those that like your page so they can subscribe and then tune in. The next is create a group for your followers and fans where you share exclusive content. For example, I started a group three years ago called Social Media Masterminds Group, and if you're watching this right now, hit, pause and go to Facebook and request to join the Social Media Masterminds group. I started this group as a private community three years ago, just with a handful of industry colleagues. That group has now grown to be over 10,000 members wide and The reason why is because when you build a small community, word starts to catch on. There's also the exclusivity factor. I like to think of Facebook groups as the V i. P. Section of Facebook. It's where smaller groups of people go to congregate talk and network butts done without being in private view. So if you're Coca Cola, think about creating a Facebook group with your biggest advocates, which ever brand you represent whatever service you have to offer, you can very well create a Facebook group for your most engaged fans. As example, take a look at Doc You signs real estate agents Group DOC you sign, which is an online signature platform. Also, Klein of Gil Media has a group specifically designated for real estate agents, which are a big consumer for the company. The next bullet is invite your super fans to a private messenger group where you can share with them relevant Facebook updates in real time. Even if it's 10 to 12 of your super fans, get them all into an instagram. I'm sorry into a messenger private group, leveraging your social media community manager and you could do the same thing on instagram , too, but create what's known as a pod or a small group where you can not only use as a focus group to get feedback based on content. You could get feedback based on what they want to see. You can now use this group. Also, Teoh orchestrate an architect, influence or campaigns or takeovers and then more so you can use this group. So any time you have fresh content that drops, this could be your first line of advocates that get this content and then they amplify it for you. Another tip is toe. Add captions, toe all of your videos for added S e O value and increase watch times. It goes without saying that up there with Google, Facebook is one of the most visited websites online today. Therefore, if you have content that lives on Facebook, that content is going to be indexed into Google and Yahoo search engines, which is great if you want your video content also be picked up by the search engines. You to go one step beyond just having a catchy headline or title for the video. But you should also look into adding captions or subtitles. That video In fact, I used a website called rev dot com, where you can order subtitles for as little as $1 permit and provided that your content is shortened engaging under one minute, you'll spend a dollar in order to go ahead and have captions on your videos by having captions on your videos. Now people who have audio off on their phone can still see what your videos about, and that video is also going to get indexed by the search engine based on the keywords contained within that file. The nexus set up a messenger bought toe auto reply to your page fans and also share previous post for added engagement. So setting up a bottle through messenger on your pages really easy. All you to do is from your business page. Click on settings and then go to messenger settings and you'll see an auto response assistant. It doesn't need to be a fancy bought. It can literally be a baht that any time someone hits the send message button on your page , it will reply automatically with the response, pointing them to either your website, pointing them to a previous post or asking a question in which you can gather more insights and intel from that user 7. Course Wrap Up: key takeaways from this lesson. The first is have a strategy. Who are you trying to reach and why You don't have to be on every social network, but you should ensure that the one or two social networks where you're spending the most time to engage and create content is where your audience lives. Next. Scheduled. Promote Facebook Live content prior to broadcasting. The worst experience that a user can see coming from a brand is when they see a video that was previously done. A Facebook live. But yet they're watching the replay, and that Facebook live video takes at least a minute to two minutes toe. Actually, load up on When I'm referring to is on the brand side that brand, when they hit go live there waiting for people to join. That way they give the goods. Quote unquote. Once a set number of people have joined live, most people are not going to sit through 1 to 2 to three minutes to get to that point. Instead, as soon as you go live, start giving the goods and then after you've ended that live, promote it with his little is a $10 budget. The next is create a private V i. P. Facebook group for your most engaged fans. Use Facebook groups as a way not only to growth. Hack the algorithm but also have a private community with your most engaged super fans, where you can use it as a focus group. You can share content. You can share ideas you can even gather ideas from your audience is, well next, and this is really important. Stay away from Clickbait or engagement bait posts just like this. Click here. Comment below. Facebook is once again a business, and they are in business to get your ad budget. The last bullet points keep users on Facebook vs sending them to your website. Try toe leverage. The comments mawr to get people to drive and convert to the next step, which is going to your website. But first, hook them orb eighth, Um, with the copy, as well as a creative in your post. To sum it all up. You cannot build a mansion on rented land, and that is what Facebook is. None of us own our community. None of us own any of the content that we even create on Facebook, because once he posts on Facebook. It's owned by Facebook. On the right hand side, you see the yellow pages of old. This is where brands and seventies, eighties nineties and even the early two thousands used to go to advertise. Well, guess what Facebook is. The new Yellow Pages and also the White Pages And just like businesses would advertise in the Yellow Pages back in the day, someone have a smaller add. Some would have a bigger add. Facebook operates in the same manner. The more money you spend, the more people you'll be able to reach. Bottom line. Speaking of money, you should start spending more time and more money, listening to what's being said and truly engage. What you see in front of you is a representation off Southwest Airlines Command Center. Southwest Employees, a dedicated team around the clock to see not only what is being said online about their brand, also to monitor what's being said about their industry and events happening that effect their community management team as well as their customers. Like I said early on, the greatest competitive advantage that we all have is the ability to listen. Most brands are missing the mark because instead of listening, they're reacting and they're pushing, which is why every brand must be more like deejay Calad and less like a brand D. J. Cale. It is one the most watched and most recognized people online today, along with the Kardashians, D. J. Calad isn't the best looking. He's not the best spoken, and, quite frankly, he doesn't have the best content online today. But what D. J. Cale does really well is he's really he's relatable. His content appeals to a specific audience because he knows his audience and he gives them what they want. He speaks to his audience. He brings under a progression what he's doing from the morning all the way through the evening. Your brand can do the same thing. Stop selling, start storytelling, stop selling and start socializing. And if you do this consistently over time, you will start seeing an uptick in engagement and an uptick in social media fans now only noticing your content and engaging with it. But socializing it as well within their communities, which over time will lead to increased conversions and social media are a Y. On that note, I want to thank you for your time today. I also want to invite you to send any questions that you might have to my email, which is Carlos at gill media dot Go. That's Doc. Oh, not dot com. And if you like, send me your your l to your Facebook page for complementary brand audit. Let me know how I can help. Thanks.