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Organic Reach on Facebook is Not Dead

I’ve heard a lot of talk about how Facebook just doesn’t cut it for organic reach anymore. The days of advertising to your friends (and enemies), FOR FREE, is gone! While you can still squeeze Facebook out like a bitter lemon, it’s true that organic reach has been neutered from a small brand standpoint. It’s a shame that Facebook needs to capitalize on the booming online advertising market, but all is not lost for organic reach. An example below outlines my reason for believing that strong organic reach is still achievable in the new Facebook advertising environment.

As we can see here, the largest jump in user engagement came from a post that was neither boosted, nor set to run on a paid campaign. The success of the post appears to be purely organic, but I have an inkling it was bolstered by having a solid paid campaign overall. Organic audience growth is really important, but there’s a lot to be said for managing your digital advertising budget effectively. There’s a lot to be said for having a digital advertising budget at all! Online ad revenues have surpassed Broadcast TV ad revenues for the first time in history. It’s about time businesses truly utilized this to their advantage. Paid and Organic strategies must evolve to be complimentary and interlocking, and that’s exactly what Facebook is suggesting to assure future growth.

Social Media Insight on Wednesday, February 18th, 2015

Golden Ratios

I’m still thinking about data here. It’s a curious thing that numbers can can tell stories and be as imaginative as letters. Ratios and fractions are worth at least a few sentences, as far as I’m concerned so there must definitely be ratios here.

Vitruvian Homer

Vitruvian Homer

Uncategorized on Monday, August 27th, 2012

Social Media Blunders: Cattitude

Social Media Blunder: Cattitude
 

Last year, my cat Pharaoh had the pleasure of shooting an ad for a popular brand of cat food. I had the pleasure of meeting Brian Reiser who was the photographer on set. The spot recently debuted with the slogan “Feed the Cattitude”. I’d hate to critique the national ad campaign that my cat just scored, but the social media team forgot to even link the Facebook page to their official website. Aside from that, very little context is given in the various wall posts made. There’s no discernible theme or strategy taking shape and I just think its a shame my cat isn’t entirely plastered all over that Facebook page. I think it would help. He can also play a pirate, if needed:

 

Pharaoh on Halloween
 

Anyway, he’s also on the Paws for the Planet website and featured on in-store promotional material and packaging as well. I’m putting together the schematics of obtaining one of those store displays from WalMart when I go check it out next week. Wish me luck.

 

He's famous.

Oops:

I dont want to harp on these guys, but I stumbled across some comments on a terribly photoshopped flower that may cat may or may not have been sniffing. They asked, “Hey fans! Here’s a fun thought for the day: a domestic cat’s sense of smell is about fourteen times stronger than a human’s. What does your cat LOVE the smell of???”

It made me realize that sometimes you really might not want to hear what your fans have to say….

Social Media Blunders: Cattitude
Getting people to talk about their cats isn’t particularly difficult. They’ve already amassed 12,371 Likes, and have 1,640 “talking about this”. Which goes to show, cats = content.

CATS = CONTENT

Social Media Insight and tagged , , on Monday, August 27th, 2012

Infographics and Twitter on St. Clair

cocoalattedaves hardys pizzapizza stockyards
 

I like to look at these pie charts as if they were tiny pac-men. Where followers exceed the amount of tweets, we have successful players. Their pac-man is light green and gobbles up ghosts. @thestockyards is the most successful player here, their tweets being monstrously eaten up by ravenous followers.

@DavesOnStClair is axiomatically different. Their tweets far exceed their followers, and they have one of the lowest tweet/follower ratio on the list. Their pac-man is dark green and gobbles up followers; makes them turn their heels. This might be a sign of too much tweeting, or tweeting irresponsibly. In a standard year, if someone tweeted 5 times/day during the weekday without fail, they would accumulate 1300 tweets. This actually isn’t a pretty bad goal, and Dave’s hasn’t breached this threshold yet. If we investigated this, would what we find? What are the analysable materials?

Top 5 tweeters on St. Clair (Many Eyes IBM)

Cocoalatte is loud. And of course, being loud can be a good thing or a bad thing. In this case I’m pretty sure it’s not too bad of a thing. If you combine the tweets of the top 5 Twitter profiles on St. Clair West you’ll find that Cocoalatte has made 46% of all tweets. This means they’ve tweeted almost (x2) two times as much as the next 4 profiles combined.

Bar graphs are pretty self explanatory. Should use them in an infographic proper, but I just like pies so much.

Social Media Insight and tagged , , , on Tuesday, July 31st, 2012

Social Media Equivalencies & Pie

After collecting all of this social media data, I’d like to be able to come to a conclusion of some sort. Calculating the ROI of these restaurants would be a difficult thing to do from the outside because I’d need access to a lot of internal statistics, ie. Groupon campaign results, Google Analytics data, Facebook insights, or even a Twitter click-through rate. Without this stuff, I can’t really make any definite conclusions but I can certainly infer a lot of details….

But what I’m struggling with is calculating the worth of a Twitter follower versus the worth of a Like on Facebook, versus a unique hit, versus multiple impressions – counting ‘reach’ across channels with probably the most effective way to generate an ‘impressive’ number, and that’s all clients really want at the end of the day, right? These are completely different things, so trying to render then on the same plane is challenging. So, as always, I resort to pies.

Social Media Insight on Monday, July 30th, 2012

Social Media Insight on St. Clair West

I’m pouring over this raw social data I’ve collected on restaurants on St. Clair West. There are some interesting things to note about the social ecosystem developing among the restaurateurs of Toronto’s favorite dedicated street-car route. For one, Tom Davis of The Stockyards is a quiet social media juggernaut. The most remarkable thing about the social media success enjoyed by Davis’ famed “smokehouse and larder” is that it doesn’t seem that he’s trying very hard at all. It seems like the food is it’s own social media manager and that if Davis cooks it, they will come.

The second interesting bite of data shows that while The Stockyards may be dominating every category they enter, they are absent from Facebook. So it’s just as I’ve suggested: The Stockyards doesn’t devote a lot of time to social media – they’re too busy making sure the food is great and doesn’t make you wait overly long. Facebook is the most time intensive social media network to enter, and someone at The Stockyards realized this. Sometimes it’s better not to have a Facebook page at all if you’re not going to have the time to manage it. For a popular brand like The Stockyards, the amount of time required to manage the demands of fans would probably erode the time left to cook. Hence, Davis’ lax approach to social media hasn’t sullied brand reputation at all – it’s improved it. I’m sure fans have questioned Davis about why they can’t “Like!” The Stockyards on Facebook, and I’m sure he’s smiled every time.

But social media doesn’t have to be a 9-5 job. It would be nice if you had such a demand from fans, but for most companies this type of dedication to social media is unnecessary. Sometimes it’s better to have a smarter, more flexible social media schedule and be able to fine tune the message you’re sending. Twitter is an obvious choice for a social media shy Stockyards, who were able to rack up 2175 followers with only 281 tweets. With a 7.74 followers per tweet ratio, Tom Davis’ tweets are golden. By comparison, the leader on Twitter, Pizza Pizza, has a ratio of only 2.33 followers per tweet. While @PizzaPizzaLtd has more than a thousand more followers than @thestockyards, their Return on Investment (ROI) in social media is probably a lot lower in the long run.

More Twitter insights reveal that Cocoalatte, who has the third largest Twitter following on St. Clair West, has a ration of 0.38 followers per tweet. They are by far the loudest restaurant on St. Clair, having amassed 2901 tweets to date, but have one of the worst ratios on the list. @DavesOnStClair is worse with 0.28 ratio, but they’re still in the top 5 for most followers. So, how important is this ratio?

I’m finding it difficult to reign in how much data i present in the infographic I am building. There is a fine line between informative and overblown, so I see myself sticking to just the top 5 in all categories. It must be as easily digestible as possible, for this is the greatest strengths of the infographic – to present the most interesting facts as pretty as possible.

Or as ugly.

Social Media Insight and tagged , , , on Wednesday, June 27th, 2012