A new year is a time to take stock and make predictions based on the year that preceded it. For 2019 this is easier than normal. One trend in social media marketing, especially Facebook, is already apparent and is the result of events in 2018.
When GDPR came into force in May 2018 it was generally assumed that it would have a negative effect on email newsletters. In fact, email newsletters continue to flourish and are a great way to market your business.
If you work within the rules and allow people to unsubscribe or subscribe themselves, you are contacting people more likely to buy from you.
The introduction did have an unexpected side effect – in our view has it has made people much more aware of the amount of their personal data accessible and held about them. Many online businesses hold vast amounts of data on all of us. It was Facebook’s huge misuse of data that has brought it into an unwelcome spotlight.
The introduction of GDPR was quickly followed by the news of Facebook’s role in the Cambridge Analytica scandal. Twitter recognised the huge number of bots and purged many of them – although many still seem to be active. Unsurprisingly it has now been reported that 60% of users no longer trust social media*
Facebook has borne the brunt of this. Our own observations are that people are posting much less to their profile, if at all. But people are still using Facebook, by engaging with posts and posting in groups.
As we move into 2019 our advice for a successful Facebook campaign is to create posts that are designed to encourage users to engage with you. People may not be posting themselves but will happily make comments or like posts that they see.
Your campaign should also include a strategy to use Facebook groups effectively. You can do this by choosing groups where your potential customers are and interacting on a regular basis in them. Creating and running your own group may also be worthwhile.
The popularity of Facebook ads has meant that the number competing for attention has increased as well as the cost. It is important to create ads that are seen and deliver ROI.
It is possible, we recently helped a client create a campaign that delivered great results.
Our advice for 2019 is to use Facebook ads as part of your campaign, they can be really effective. They should be designed to get people to take some action – such as sign up for an event. We wouldn’t advise a Facebook ad only strategy, your aim should be to build a relationship with your existing and potential customers.
Facebook, and indeed all social media works best if it is a part of an overall marketing plan. This won’t change in 2019.
There is still a place for Facebook in your 2019 marketing plan. You need to base it on the following;
- Engaging posts
- Participation in Facebook Groups
- Well researched ads with a call to action
- Be part of your marketing plan
We have always used this approach for effective use of Facebook. The change is that you may need to work harder to create more focussed posts.
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