Sandro goes over a couple of recent stories you may have missed in the digital marketing / social media world that may affect your small business. He also gives us a couple of tips for your business Facebook page.
Social Media Roundup Sept 2018
Liz: [00:00:04] Hey there. Welcome back to Liz and Sandro’s Marketing Podcast where we give you tips and insight on social media, websites, SEO and more. Today Sandro has our September Social Media Roundup.
Facebook to Remove 5,000 Ad Targeting Options
Sandro: [00:00:14] Thank you Liz. There’s not much going on in the world of social media. I think everyone took a big long break for the Labor Day holiday and just before that. But we’ll give you a couple here. First off Facebook has announced plans to remove 5000 ad targeting options.
Liz: [00:00:30] That’s a lot.
Sandro [00:00:31] That’s yes it’s quite a bit. They seem to be closing the loop. More and more in the past we’ve talked about how you can no longer target by race or sexual orientation to the chagrin of many people. But now they’re adding another 5000 ways. They have not offered up a list of all 5000 attributes yet but they said they are trying to prevent discriminatory practices.
Sandro [00:00:51]And again while I get Facebook was chastised because landlords were advertising rentals and excluding certain people as well as banks were excluding certain people from advertising. We’ve mentioned the past this is a double edged sword. We mentioned Bevel, the company that makes products for African-American men shaving needs. Their shaving needs are unique. Well they can no longer target. And they’re very upset about that. So it’s a double edged sword. I get why they’re doing it but I feel like the promise of a robust and open ad platform that Facebook once was, is kind of diminishing.
Liz: [00:01:34] Yeah.
Instagram’s Recommended Feed
Sandro: [00:01:35] Next up Instagram: never stop scrolling. A few months ago Facebook introduced their notification saying “you’re all caught up.” Meaning you’ve seen everything. I’ve never seen that my life.
Sandro: [00:01:47] I guess if you’re only following 20 or 30 people. How many people are you following Liz?
Liz: [00:01:51] Maybe a couple hundred.
Sandro: [00:01:52] Yeah right. Have you seen this?
Liz: [00:01:54] I have.
Sandro: [00:01:55] Oh yeah. Oh sorry okay.
Liz: [00:01:56] But actually let me see.
Sandro: [00:01:58] “You’re all caught up.”.
Liz: [00:01:59] How many people I follow. So not that many. Less than 300. Just shy of 300. Which is not that many.
Sandro: [00:02:06] Clearly, you’re not following enough people with kids, or running races or having brunch apparently.
Liz: [00:02:14] Right.
Sandro: [00:02:14] You Need to find new friends.
Liz: [00:02:15] Clearly. But yes I have seen that actually a number of times in the past couple of days. I’ve seen that pop up.
Sandro: [00:02:24] Well the challenge is how to keep people scrolling. And so now Instagram is testing a recommended feed. Meaning it’s other picks and other videos from people you’re not following but you may want to check out and follow. Some are saying this is a new way for you to be discovered and get more followers. Others are saying it’s just a way for Instagram to keep you scrolling on the app and checking out their advertisements.
Phone Number at the Beginning of Your Facebook About Section
Sandro: [00:02:48] Next are two tips. I saw this one on a blog. It’s about phone numbers and it really is aimed at maybe new businesses. Like I have a friend who just opened a restaurant and they don’t have their Web site up yet. So you don’t have the Web site up but you do have your Facebook going and you’ve got you know your 300 friends on there on Facebook and you’ve got your Twitter going and you’ve got your followers on Twitter. Well this tip really more applies to you.
Sandro: [00:03:12] Google usually pulls the first couple of lines from the ‘About’ section of your business page. And the first few lines of your Twitter bio to post to share on Google results. Well, I saw this woman saying you should post your phone number at the very beginning of the ‘About’ section on Facebook and the very beginning of your Twitter bio. So that will appear on Google results. And I think that’s a brilliant idea.
Sandro: [00:03:52] My friend & his restaurant, he doesn’t have his menu up online. He doesn’t have anything except his Facebook and his Twitter. But I know people want to call him. Well he should definitely put his phone number at the beginning of the ‘About’ section and at the beginning of his Twitter bio. So that people can call you and say, “Hey are you open? What are your hours? What’s your many like? Do you have gluten free pasta?” Things like that. So a tip for small businesses, new businesses specifically. Or if you just don’t have a Web site and rely exclusively on your Facebook page, you may want to put your phone number at the very beginning of your ‘About’ section.
Check Your Competitors’ Facebook & Twitter Ads
Sandro: [00:04:08] Finally we mentioned this in the past. But check out your competitors Facebook and Twitter ads. Thanks to the Russians running ads in U.S. elections, we can now view ads running for every single page on Facebook and Twitter. Well we’ve been doing this more and more internally and finding out what, A.) What kind of ads our clients’ competitors are running and getting inspiration. Being inspired that seeing some of them are running lead ads.
Sandro: [00:04:32] Some of them are running canvas ads. Those are things we don’t normally do but some of them are looking pretty good. We’re also seeing who they’re targeting. And this could be a caveat because we saw one competitor running an ad aimed at college students. It’s back to school 20 percent off at a specific restaurant. If you are a college student. Back to school. Well, some people might be upset if they see these, because, now they can see them. And say, “hey how come I’m not getting 20 percent off. I’ve been coming here for 20 years!” Or something like that.
Sandro: [00:05:00] So be aware that can happen. But we’re seeing hey they’re targeting back to school students and we are near a college campus. Why aren’t we targeting back to school students.
Liz: [00:05:09] So do you think this feature is similar to the competitor research that you can do with Google AdWords? Because can’t you, can’t you get a little bit of insight into what your competitors might be bidding on?
Sandro: [00:05:23] You can with SEMRush.
Liz: [00:05:25] Got it. OK.
Sandro: [00:05:25] And there’s probably other platforms out there too. But it’s paid. You can’t see how much they’re paying on Facebook but, or how many people they’re reaching, but you can see the comments. So if it’s an ad aimed at college students you can see if they’re getting any comments how many likes they’re getting and things like that.
Sandro: [00:05:39] So once a month, a couple times a month check out your competitor’s ads. See what they’re up to and maybe learn something from it. Maybe you’re kicking their butt. Maybe they’re not running any ads and so maybe you want to run MORE ads, or something like that. So all good information to have and to keep in mind for a whole holistic marketing program and campaign.
Liz: [00:05:59] I like it. I think that wraps up today’s episode. Thank you for joining us. Don’t forget to subscribe on your favorite podcast app. We are on iTunes, Google podcasts and we are now on Spotify. Which is super exciting. Sandro put in our application I think he said back in October.
Sandro: [00:06:17] Yeah, like 6 months ago.
Liz: [00:06:17] Yeah they don’t accept every podcast so we are super psyched that we have been accepted on to Spotify so check us out there as well. You can connect with us on Twitter, Facebook and Instagram. And leave us a review or send us a quick email. We would love to hear from you. Thanks so much. We’ll see you next week.