How to own your spaces, audience, and attention

Last night the hashtag #DeleteFacebook generated over 20K tweets (as of 1am – yes, I’m a night owl) following a development that Mark Zuckerberg had a “secret dinner” with Trump in October. The best part is, he refuses to share details about the dinner.

When it comes to political advertisement, Zuckerberg believes that whether the content is accurate or false, consumers should,  “…see for themselves what politicians are saying so they can make their own judgements.”

Why does this matter?

As business owners we are on these platforms for one thing: attention. We want everyone in the world to know who we are, consume our content, and buy our products or services. Society is evolving into a very conscious ecosystem. People want to consume content/products that come from an ethical place and make them feel good. As society evolves, so will the platforms we use.

Do you remember…Myspace? Xenga? Vine?

Facebook doubling down on not wanting to remove political ads regardless of content, has caused me to think…”if they don’t care about displaying political ads with false content to billions of users knowing that this has impacted political elections across the globe, then do they really care about my privacy and data and all of the other life events I share on their platform?”

The answer: probably not.

So now what?

It’s time to take a serious look at how well you own your spaces, audience, and attention.

Space: This is the place your content lives.

Audience: These are your customers and prospects.

Attention: This is how you get your audience to see what you’re selling/talking about.

If you don’t own these spaces, here’s how to get started on it:

  1. Grow your mailing list
  2. Build your website
  3. Share content daily
  4. Create your tribe/community

To answer the question “should we #DeleteFacebook?” My answer is: no. However, we should be ready to jump on the next thing as early adaptors to obtain as much organic reach as possible before it becomes saturated; like Facebook.

How do you feel about Facebook’s stance on this? Comment and share your thoughts!

 

How Twitter’s New Stance on Political Ads Will Shape the Social Media World Forever

It’s no secret that the 2016 election was influenced by the power of social media and advertising. Mark Zuckerburg and Facebook have been under fire since and as recently as last week, he continues to defend Facebook to Congress; despite Facebook employees continuously speaking out and further confirming Mark, along with top execs, were fully aware there were bots pushing “fake news” through paid advertisements.

Jack Dorsey took a big stance when he announced that Twitter will no longer allow political advertising on its platform across the globe. This includes political ads from candidates, current elected officials, and those pushing issues or candidates. Check out his Twitter thread below…

How will this shape social media forever?

This is going to open up doors for us to truly evaluate all social advertising; separate the real from the fake.

We’ve already seen this happen on Instagram where influencers are now required to make it clear when posts are paid ads. They’ve even added the “branded content” option where you connect the brands you’re working with and tag them on posts as partners.

We should expect this to go deeper than advertisements. Even deeper than making it clear you’re getting paid for a post.

How will we begin to handle influential social media users will vulnerable followers? Will they be held to a higher standard and required to go through a fact checking process for posts that seem to be encouraging their followers to take action? Who knows!

What should brands do with this information?

It is more important today than it has ever been to truly understand your brand voice. Who are you to the core? What does your business stand up for? What is the mission?

When you strip away advertising and algorithm, the only thing you have left is brand.

  1. Know who your target audience is.
  2. Understand your brand message.
  3. Focus on your tribe and the others will come.

Questions that I still want answers to…

  1. Will Facebook follow suit on this “no political ads” policy?
  2. If not, what is their game plan for 2020 elections?
  3. How will politicians truly drive reach on social media without the help of political advertisement?
  4. What are the potential ramifications to this policy? More bots? More hacking?
  5. How will be “fact check” social media posting on all platforms in the future?

What are your thoughts on this? Do you think Jack did the right thing? Comment and share below!

 

 

How to Set Up Facebook Ads

We’re knees deep in the season of holidays sales, deals, and promotions. It’s easy for your customers to become overwhelmed with the overload of emails and mailers coming to their door. If you’re looking to standout, aside from having great content and products to promote, you should consider running Facebook Ads this holiday season. Never done it before? Here’s a step by step guide to creating your first advertisement.
1. Determine the type of ad you want to create

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Facebook breaks their ads down into three main categories:

  1. Awareness
  2. Consideration
  3. Conversion

You need to have a clear understanding of your objective with this advertisement before you get started. Having a solidified goal in place will ensure you set up your ad correctly, and receive the best results when the campaign is over. The campaign you create can be new, or you can use a past or existing campaign to run your new ad with.

2. Create your audience

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Once you have your campaign objectives in place, you need to create your audience. The audience is THE most important part of your campaign. Targeting the wrong person for your ads is a sure way to lose money and have a poor ad performance.

It is important to not be too specific, or too vague. If you do not have a clear understanding of your target audience, think back to your campaign objectives. What is the end goal of your campaign and what would intrigue the ideal customer to engage with your ad? Here are a few questions to ask yourself:

  • Where do they live?
  • Where do they shop?
  • What is their annual income?
  • Are they married?
  • Do they have children?
  • What are their hobbies?
  • Do they have disposable income?
  • How old are they?
  • What are their political views?

Understanding your target audience is crucial to your business and the advertisement you are producing. If you’re unsure, I would recommend taking a step back and performing some market research to get to know your ideal customer.

3. Determine your budget and schedule

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If you’re doing ads on Facebook for the first time, I recommend setting a budget of a dollar amount you aren’t afraid to lose or are willing to invest into this campaign. You can set up a daily budget or a lifetime budget. The more money you are willing to spend, the more people you will reach. However, I do recommend if it is your first campaign, you should set a lifetime budget or an end date to be safe.
4. Create your ad

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When it comes to creating your ad, you can also decide if you want to start from scratch, or use an existing post. If you decide to use an existing post, please keep in mind that once the ad goes live, you cannot make edits to that post again. Even after the campaign has ended, changes cannot be made. I would recommend creating a new ad that is unique to the campaign you are working on to avoid any issues.
5. Review your ad

Before you confirm, carefully review your campaign set up. Double check the audience you’ve selected, be sure the budget you set matches with your marketing plan, and confirm the “end date” of the campaign aligns with the product or service you are launching. You should also be sure things are spelled correctly and are grammatically correct.
6. Review performance

Once the campaign has ended, your work is far from done! You should review the performance of your ad to see if your original objectives were met. If they were, the next time you create an ad you may want to increase your budget.

If your goal was not met, you should take a deep dive into your results to determine what went wrong and create a plan to improve for next time.

Do you plan on running ads during the holidays? They’re not as expensive as you think. You can set a daily budget of $5 or $500+! I encourage you all to set aside a budget for ads in 2019 if you haven’t already. If you want to learn more about Facebook ads for your business, schedule a 30 minute business consultation today!