Facebook in 2015 – What Marketers Need to Know

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Facebook infographicLove it or hate it, Facebook continues to be an important tool in a marketer’s digital tool kit.

On their Q3 earnings call, Facebook released the following mind-blowing statistics:

  • 35 billion people log into Facebook each month
  • 864 million daily active users
  • 64% of monthly active users log on every day
  • 1 billion video views each day in September 2014

Here are just 8 things your organization or company needs to understand about Facebook as we enter 2015:

  • 2015 will be survival of the fittest.

According to Facebook, the average user has about 1,500 new items they can see in their News Feed when they log on. Some people have as many as 15,000! There are 30 million active Facebook fan pages, and 700 million people use Facebook Groups daily. That is a LOT of competition for attention.

In 2015, getting attention on Facebook will require more time spent on research, writing great content and creative visuals. Seeing Facebook more as the cornerstone of your online presence and less like a one-way, publishing platform will help tremendously. How can Facebook augment your successful communication and fundraising efforts already underway, such as storytelling?

  • Promotional posts will get buried.

As started in January, overtly promotional posts will not get as much organic reach in the News Feed (read: they will get buried).

I wrote about this in my last blog post, and I don’t think that this is something to worry about for the majority of us. However, it is certainly something to pay attention to as a bigger trend.

  • Native links and videos will get preference.

Native links are links to outside websites that you post inside the Facebook status window. To go along with this recent push for native links, I am loving the “save” feature that allows users to save these articles to read later, right inside Facebook. (I used to take screen shots or email the link to myself! Talk about inconvenient!)

Native videos are videos that you upload right inside Facebook, rather than posting the link from YouTube or Vimeo. If you do post these on your Page, your Facebook Insights will include views and a call to action link. No matter where you post your videos, the ones that work best on Facebook are those that entertain, inform or educate on a particular topic.

  • The free lunch is really, really over.

Getting results from ads is hard work. Just read some of Jon Loomer’s great stuff on this topic.

Facebook advertising will be required in 2015 if you want to reach more of your fans, get new fans on your page and promote your events, posts, etc. I suggest that you get training on the topic, attend webinars and read blog posts. You can also get professional development on the subject.

  • Vanity metrics are so 2014.

Vanity metrics are the numbers that may make you feel good, but do not necessarily translate into more funds raised or more event tickets sold. For example, you may boost a post and get 5,000 more people to see it, but what does that really do for your organization in the long run?

As Facebook guru and trainer Mari Smith says, “Stop striving for the ‘Metric of More’ and instead focus on the “Metric of Meaning”

  • Unresponsiveness is unacceptable.

When you open the Facebook can of worms and create a Page or a Group, you have a new responsibility. You need to be available to answer questions, comments and feedback from your new online community.

If you are not willing and able to monitor Facebook and get responses to people within 24 hours (less than 12 hours is more ideal), then do not bother.

  • Facebook Groups will become more useful.

Facebook Groups now have their own standalone mobile app! This is hugely useful if you drive a lot of engagement from a Group.

Lifehacker wrote about how underrated Groups are, and I tend to agree. Groups are great for keeping a dedicated, specific, niche audience updated and engaged.

Note: Facebook Groups are very different from Facebook Pages! For more on this, read this post by The Social Skinny.

  • Facebook at Work will come online.

Facebook At Work is a super secret project/new website where Facebook users will create professional profiles, completely separate from their personal ones.

It is designed to compete with LinkedIn, and will have similar functionalities to Basecamp and Yammer, where colleagues can chat together and collaborate on projects. It’s important to pay attention to this announcement, as Facebook At Work could provide an alternative to LinkedIn and even Dropbox and Google Drive for file sharing.

My number one piece of advice for Facebook marketing in 2015 – Don’t rely on Facebook.


Focus on creating a fantastic online experience for your donors and potential donors who visit your website. Use video, a great blog and dynamic email newsletter to keep in touch with your supporters and showcase your impact. Use social media channels to bring new people into the fold.

What is your biggest Facebook marketing challenge?

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Guest post by Julia Campbell (originally appeared on the J Campbell Social Marketing blog). Julia Campbell is Principal of J Campbell Social Marketing. Her blog is at www.jcsocialmarketing.com and she is active on Twitter at @JuliaCSocial

Why do we need another social media conference in Boston? 

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I was recently interviewed by Horst von Wendorff for the Venture Cafe Podcast Series, where I could answer this question and explain what is special on the Social Media Days.

In the interview I talk about my own background and why we started the Social Media Days. I explain our unique perspective to social media marketing and the challenges that arise from the two-way interaction with the customer. We talk about tips on how to make authentic connections on social media and also explain the new digital media lab that we just have started.

If you want to know more and have a minute, please listen to the interview

Hope to see you at the next Social Media Day at May 7th


Pre #UMBSocial Storify

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People are already talking about #UMBSocial, have you joined the conversation?

Meet #UMBSocial Speaker – Heather Jackson

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Heather JacksonHeather Jackson is the Regional Development Director at Constant Contact NE, which is also UMB Social’s Platinum Sponsor.  Heather has over 20 years’ experience in sales and marketing, with a specialty in online and social media marketing. She has owned 2 small business of her own and has been a lifetime volunteer for various non-profits. She is a professional and enthusiastic speaker who enjoys helping small businesses achieve their goals with a focus on engaging customers, increasing ROI, and driving repeat business and customer loyalty.

Please visit www.constantcontact.com to learn more about the amazing work they are doing at Constant Contact.

If you’re interested in attending UMB Social, you can register here (as long as there are seats available).

1. Tell us a little about yourself and your background?

I grew up in Laguna Beach, CA (yes I can surf) and am now a Cape Cod wash ashore, currently loving my work with small businesses as Director of Regional Development, New England, for Constant Contact. In addition to 20+ years in sales and marketing I’ve also started and run 2 small business of my own; I know what it’s like to where every hat on the rack to run a business! My professional passion is to help small businesses use the best practices in digital marketing, including social and email platforms, to engage effectively with their customers, grow their sales and achieve their goals.  I also enjoy professional speaking opportunities like this one at Social Media Days to educate and inspire other small businesses.

2. When did you start to work in social media?   

Well, I’ve always been social and embraced media! My online marketing experience first began in the late 90’s at boston.com and at Yahoo! here in Boston. Social media tools became a regular part of my business-marketing program in 2007; as a small business owner, I saw the real power of online word of mouth via email marketing which provided the best ROI of any marketing that fit into our budget, except in person networking. I really got into social media 3 years ago when I started my own social media/email consulting business, instructed for Geek Girl Tech Con and now am fully immersed here at Constant Contact. But know that I’m learning everyday myself how to better use these tools  – I look at it as a constant work in progress.

3. How does a typical work day of you look like?  

I’m a very early riser (in college I swore I’d never be, but now I am and I know why…) When I‘m not traveling, I get my day organized/prioritized in my head while I give my retriever Miller a brush down (it’s like therapy!) The bulk of my day is spent helping small businesses learn how to use digital marketing to achieve their goals; it’s a constant juggling act between setting up educational workshops and professional speaking events, building relationships with potential CTCT partners and traveling to various parts of New England to work with my team of 12 Authorized Local Experts. My best ideas always come to me while I’m working out- bike/swim/bikram yoga – so that is high level priority and will happen most every day at some point (plus it keeps me sane.)

4. Do you have a role model in social media. Someone who inspires you? 

On the global stage, I’ve been inspired by Mari Smith @MariSmith. On a more locally connected level, I admire and have learned so much from Rich Brooks @therichbrooks and the whirlwind duo of Lani Voivod @lanivoivod & Allen Voivod @allenvoivod

5. What is the hardest thing about social media?  

Keeping up with it…on 2  fronts. 1. Small businesses need to use good time management to stay consistent and use social media the right way to engage with their customers- this is a real challenge for many of us. 2. Literally, keeping up with the changes each platform makes and knowing how to leverage the tools when things change almost daily.

6. What do you see as some up-and-coming trend in social media? 

Video shorts and Google+. I think we are on a fast approach where the masses, and not just the early adopters, are about to embrace and use both as they see the power.

7. Can you name us a brand or company that you admire for their great social media strategy/execution? 

As I love the Cape and do enjoy a tasty beer, Cape Cod Beer springs to mind on a hyper local level. They have done a great job of engaging with their customers and building themselves into a community resource. They use a variety of social media tools, are consistent and always keep the customer in mind when it comes to content. They exemplify that local small business is powerful- you don’t have to be a global brand to be successful building your brand and customer base with social media.

8. Did you make any social media mistakes in the past or is there anything you would avoid in future?  

You can’t be afraid to “give away the farm” and share your special knowledge with your customers; this actually shows them you are an expert/resource/value-add

9. To be successful in social media, you need to ….? 

Put yourself into your customer’s shoes…then give them something they will find valuable. 
10. What is your favorite book and why? 

As a small business owner, I found the lessons in Michael Gerber’s The E-Myth Revisited to be invaluable (and an easy read.) For a classic story of life’s travails with intrigue and a great ending, I like the Count of Monte Cristo by Alexander Dumas.
11. What is your favorite quote? 

 Hands down…Arthur Ashe “Start where you are, use what you have, do what you can.” 

12. What is your favorite movie and why? 

Rushmore –written by Wes Anderson & Owen Wilson. I gravitate towards independent films, especially those that explore the tough things in life that we all deal with, but then uses the undercurrent of humor to save us in the end. This one really hit me in the heart, the head and on the funny bone, and I thought it was one of Bill Murray’s epic performances. 

13. Is there anything else you would like to add that I haven’t included?

As a  So. California native, I’m always on the hunt for authentic Mexican food in New England, especially tasty fish tacos and buenos burritos- send me your suggestions!

14. Where can we find more about you and you work?







Meet #UMBSocial Speaker – Rachel Martin

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Rachel MartinWe are excited that Rachel Martin will be speaking at UMB Social on May 14th.   Take a moment to read through her latest interview, you will not be disappointed!
1. Tell us a little about yourself and your background?
Rachel Marie Martin is the writer behind FindingJoy.net, is a partner of Blogging Concentrated, is a writer for The Huffington Post, and is having her first book, Dear Mom Letters, published this fall. In the past four years she has built a successful website with millions of visits, has dynamic communities on social media, and has developed products that complement her brand. She is passionate about helping bloggers continue to overcome obstacles and helping them discover, cultivate, and perfect their business model.
2. When did you start to work in social media?
I started getting involved in social media about three years ago. It all began with a quest to grow my own platform, but as time has passed I’ve discovered the power in social in promoting brand, driving traffic, and creating community.
3. How does a typical work day of you look like?
Is there a typical work day for an entrepreneur? It depends. If I’m home it means balancing being a mom, teaching my kids, helping some get to school, and working. I stay up very late and rise early – makes me grateful for coffee. And then, then there are the multiple times a month that I’m traveling for Blogging Concentrated. Those are the times I sleep and work on planes, am grateful for wifi in the airport, and get to do what I love – interacting with other bloggers and professionals.
4. Do you have a role model in social media. Someone who inspires you?
Tom Jackson, of Tom Jackson Productions. He’s in the music industry in Nashville, but to me, that’s what makes him awesome. What he teaches is applicable to all of us – including how we look at social media, brand development, and our relationship/connection with our readers.
5. What is the hardest thing about social media?
That you cannot turn it off. I literally could be online 24 hours out of the day and feel like I’m never caught up. So I have to work really hard to set times in the day where I unplug and give back to my family.
6. What do you see as some up-and-coming trend in social media?
Hmmm. . . perhaps you should tell me. No, now seriously, I am ready for anything. I think the strategy is being aware of up and coming companies and trends, watching them, and assessing whether to join or not. We simply cannot get stuck in thinking that we’ve got it all figured out as social media is a dynamic, moving faster than light in the way it changes, thing.
7. Can you name us a brand or company that you admire for their great social media strategy/execution?
Udi’s Gluten Free. They’ve developed a Facebook page with over a million followers simply by connecting with their consumers. They use emotion, specifically that gluten free food can taste good, and the idea that you are not alone to create a brand that people love.
8. Did you make any social media mistakes in the past or is there anything you would avoid in future?
Way too much time spent on seemed to be important at the time but really wasn’t that important. For instance, my six year old will only be six for so long. . . I either opt to shut the computer screen now or I miss out on the moments.
9. To be successful in social media, you need to ….?
To never ever think you have it all figured out. There is no “well oiled machine” in online marketing, website structure, and blogging. The second you think you’ve got your system figured out and that you don’t need to adapt is the very second that you’ve decided to not keep moving forward. Beyond that, again, it’s figuring out where you want to put your time, investing the time, and adapting and always always serving your audience.
10. What is your favorite book and why?
Only one book? Hmm. You’re making me think. I love this book called “One Year Off” by David Elliot Cohen. Why? I love it because he had the freedom to pack up his family and take the year off and travel the world. One cannot do that unless they are willing to take a risk and they have financial freedom. I think at heart I love a great story, crave adventure, and long for freedom.
11. What is your favorite quote?
Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do, so throw off the bowlines, sail away from safe harbor, catch the trade winds in your sails.  Explore, Dream, Discover. –Mark Twain
12. What is your favorite movie and why?
Pride and Prejudice. Just because.
13. Is there anything else you would like to add that I haven’t included?
That I believe that life is filled with intentional moments that punctuate the fabric of normal and these moments are the things that matter. I live with an intentional posture looking for these pauses and yearn to celebrate them and be grateful. That encompasses a great deal of my heart, my parenting (as I’m a mom to seven wonderful, and always busy, kids), and my writing.
14. Where can we find more about you and you work?
You can check out my blog FindingJoy.net , read more about me at Blogging Concentrated, and connect with me on twitter at finding_joy.
Rachel Martin