Do you use Facebook as part of your art marketing strategy? We do, and just about every artist I know does (more or less).
Since this month's theme is "Changes," I thought I'd update you on some new research that shows what's working on Facebook, and what's not. It's changed, so it's important to know if what you're doing is still beneficial, or if you're wasting your time. Right?
The info below helped me change how I do social media for business. Don't get me wrong, what I was doing before was all good stuff, but now it's "So two months ago."
This very good info comes from Social Media Examiner. If you're looking to keep current on all things social media, I suggest you subscribe. Patricia Redsicker has written a wonderful article about what's now working on Facebook. The article helped me change how I use social media for marketing.
78% of U.S. Facebook Users Are MobileThat percentage translates into just under 100 million people (TechCrunch). I've been nagging everyone to make sure they have mobile versions of their websites, this is why. The statistic of most people using their mobile devices holds for ALL social media and websites, not just Facebook (although the percentages may vary). Sooo, if you only view Facebook on your desktop computer, go grab a mobile device or two and take a look. Good news for artists: The article emphasizes that "Photos are the best-performing post types on Facebook." Post those images people! Also, if your work is represented at a local business like a gallery "...encourage customers to check in on Facebook" when they are at the location. It helps, a lot.
Paid Ads Improve Reach and Post PerformanceBut reduce click-throughs. This applies to all post types. But before you go off and spend money on ads, "think about your target audience, focus on your marketing goals and understand how different post types perform when they're promoted with ads."
Negative Feedback Hurts ConversionNegative feedback can include people who hide some or all of your posts from their timeline, report your post as spam, or "unlike" you. "The best thing to do is mix up your posts. Try both paid and unpaid versions of the same post type. At the end of the day, only your Page Insights can tell you what will work for you and what will not." Probably most of you reading this newsletter will not be spending money on Facebook ads (tell me if I'm wrong), but there is still a good lesson here: Don't alienate your friends/fans with bad language, or badmouthing. Sure, share your opinions but remember that other people are entitled to their opinions as well.
Facebook Hashtags Are NOT WorkingNot at all, nada. It gets worse. Using them may hurt you as well. They don't know why hashtags aren't working, just that they certainly are not.
The Highest CTR (Click Through Rate) Goes to Sponsored Check-in Stories!Those are those posts you see in your news feed on Facebook that are ads for a place you've previously checked in. They work even better than "sponsored like" stories.
Read the entire article at Social Media Examiner