Customer & consumer care plays a huge role in social success.
Notice I said customer AND consumer. A lot of my Facebook page “fans”, I prefer to call them followers, aren’t necessarily going to hire me. They may, though, choose to collaborate and contract with me. They might also choose to share my content if I write or create something they believe will be of value to their own fans/followers.
Thus, I’m saddened to see so much “reach” gaming going on by many social solutions providers in the wake of the many Facebook algorithm changes. What am I talking about?
- Choosing to opt for text only posts over more visual and interesting images.
- Leaving out the preview and thumbnail image when posting links to blog posts and other articles
- Posting links as a comment, rather than in the body of post.
Now, when I say that certain page owners are gaming, I am not stating that they are violating terms of service in any way, shape or form. I do feel, however, that they are violating the pact with their fans. How?
Well, they’re adding steps to the system when it comes to those links. An individual can’t see what it’s about without a preview…so they’ve lost the ability to decide on the fly if it’s something they want to read. Taking it one step further, if the link is in a comment, they can’t see it at all in the feed, until they click on the comment link. Are you so sure of your pull and importance within your fan base that you want to test their willingness to take an unnecessary step? I am not.
While reach has been dropping for all of us over time, I have found that engagement levels have remained level and or increased, with the same kinds of posts I’ve always relied upon. Compelling and entertaining images, links to great content from trusted and innovative sources and the occasional fun fill-in-the-blank.
Numbers and ROI are always important, but there are more important numbers than reach. Engagement, customer satisfaction and continued discussion & sharing tip the scales in an important and vital way.
I have not changed the way that I post, and I won’t anytime soon. My fans, my consumers of content and my possible, as well as current, clients have built a relationship with me because they appreciate what I say and share. It defeats the purpose to tweak that endlessly to further my reach. To do so would prove that I only think of my own end as important, which I don’t. I think the conversation, the discussion and the collaborations being built are what makes social media social.
If I want more eyes to see my stuff I’ll spend even more time than I currently do reaching out and putting my own eyeballs on the content of others, sharing it, and commenting when a good discussion is presented to me. I won’t do it by letting down those who have chosen to like my page for the quality of my posts over the quantity of my “reach”.
I’m sure there may be some dissenting opinions and I welcome a great discussion.