Social Media Audit
There has been a lot changes in social media since early January. The most significant one thus far is that Facebook announced its focus on content from “friends, family, and groups. As we roll this out,” Mark Zuckerberg wrote, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.” (source: Hootsuite)
What this means is that Facebook pages will now have to pay to reach their audience. Oh, the horror.
On Instagram, as of December 2017, you are now able to follow hashtags which makes it all the more important to have these included in your post. You can also add “stories highlights” to your profile which makes your stories more permanent instead of disappearing after 24 hours. (source: Social Media Examiner)
YouTube also made drastic changes to its paid content module. Effective 16 January 2018, they changed “the eligibility requirement for monetization to 4,000 hours of watch time within the past 12 months and 1,000 subscribers.” (source: YouTube Creator Blog)
Looking at all these changes, you’re probably thinking that these platforms are being cruel to the newbies, the small businesses who are just starting out. My thoughts? Not really.
As I’ve repeatedly said in other blog posts, FREE will only take you so far. At some point, if you want to make money, you’re going to have to spend it. Many business “gurus” teach about having lead magnets to get your audience’s attention when starting out. Facebook did the same. Pages were introduced, prodded and tested. It was free to reach your audience but the money factor was always in the background. Now, if you’d really like to reach your audience, you’ll pay for it. If you are expecting to piggyback on their platform to make more money, they are not having it. Same for Instagram. Same for YouTube. No one NEEDS to give you freebies.
Then there’s the huge outcry about the suddenness of it for Facebook’s decision. It wasn’t sudden. At the very minimum, it was months in the planning. Less than a year ago, Facebook enabled you to link a group to your business page. Why? When a change like this happens on any social media platform, something else is coming. A change usually signifies a testing stage of something else they may or may not tell you about.
Anywhere on social media, you see small businesses and freelancers screaming for attention. The alarming trend was that some people thought it was okay not to be social on social media. Wrong. You must interact and engage. Social media helps you interact faster with people from different parts of the world but you cannot go around dumping your links. You wouldn’t walk on the street approaching random people to buy your products or services, will you?
These changes have resulted in three camps on social media:
The oblivious. This is the group of people who use social media with no concern about algorithms, policies or changes. They just do as they please.
The drama queens. This is the group of people who spend all their time whining about these changes without taking it as an opportunity to improve.
The realists. This group saw the changes coming way back when and started working to adapt to the point that when the changes happened, they weren’t really affected.
Well, it’s easy for you to talk, Kate. You’re not doing anything to help small businesses. Actually, I am. Since early December, I’ve offered free (and paid) social media audits. If you are clueless about what you are doing wrong or if you realise a change is needed but you’re unsure of what changes to make, I look at your social media platforms and offer you a list of things you can change or start doing. You’ll be surprised how much genuine interaction can actually help you gain more clients.
If you’d like to sign up for your free social media checklist, please fill up THIS FORM. I do 3 free audits a day and sometimes, there may be a queue. Once I receive your information, I’ll inform you when you can expect the audit to be ready.
Other offers, I’m having at the moment:
If you’re starting out as a life or business coach: I’ll do your website, ebook, opt-in, landing page, branding and get you started on social media for $450-$999