Tag Archives: Facebook Business Marketing

Facebook is Rolling Out Local Business Verification Badges. Here’s Why You Should Get One.

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Have you ever been on Twitter or Facebook and noticed an account with a little blue checkmark beside its name—say, the account for a celebrity, a musician, a professional athlete, or a politician?

These check marks show that the account is verified. All this means is that it’s the real deal. When you see Chris Rock on Twitter with a blue check mark beside his name, that means that it really is the Chris Rock—not a fan and not an imposter. By contrast, if you see a Chris Rock account without the checkmark, that’s probably a Chris Rock fan page—still funny, maybe, but not affiliated with the actual guy.

According to Marketing Land, Facebook has rolled out a new verification system—this time marked by gray badges, to distinguish from the blue ones. While blue is still the color for celebrities, gray is now used to verify and legitimize local businesses. The feature is being rolled out to businesses across several countries, including the United States and Great Britain.

For verified businesses, the gray checkmarks will now show up beside the business name in Facebook searches and on the account page itself. For companies looking to get verified, the process is fairly simple. All you’ll need is a couple minutes of time and a business phone number. Details are available here.

This is something we recommend local businesses do, and for a couple of reasons. One of the stated reasons from Facebook is to ensure that consumers are finding the authentic business listing. A lot of companies have duplicate pages on Facebook, perhaps created by former employees or perhaps generated through social media “check-ins.” The gray badge lets consumers know that they have found the real, official business listing.

And piggybacking off that point, verification badges provide consumer confidence. Your business has to be fairly legitimate to qualify for this—it needs a real phone number and a physical address—so opting to get verified is a sign that you’re running a real operation. It’s a sign that consumers can confidently do business with you.

For businesses not able to qualify for the gray checkmark—perhaps because they don’t have physical locations that consumers can visit—there are other ways to ensure credibility, such as using testimonials, sharing customer reviews, and showcasing thought leadership. But if you do qualify for the gray checkmark, there’s really no reason not to get one.

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Filed under Brand Management, Content Marketing, Social Media

Facebook is Changing the Rules—Again.

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Small business owners, do you have your Facebook marketing down to a science? Do you routinely post promotional content that generates significant visibility—and website referral traffic? If so, then that’s something to be proud of, but also something to safeguard and protect. And doing so might become a bit harder in 2015: Facebook has announced some significant changes to its algorithms, and—to be completely blunt—they’re probably going to cause your organic reach to plummet.

About the Change

If you want to read Facebook’s full explanation of the algorithmic change, you can check out the full announcement here. The gist of it is this, though: Business pages will see their organic reach take a sharp decline, in particular for posts that are deemed “overly promotional.” In other words, if your posts are pushy and salesy, or if they come across more like ads than actual creative and engaging posts, then beware: They’re not going to appear in nearly as many newsfeeds, and thus they won’t have nearly the same kind of effect.

This may seem like fairly bleak news for business owners, but understand where Facebook is coming from. This move is said to be the direct result of user feedback, and it makes sense that users would want to see fewer ads and fewer brazenly promotional posts in their newsfeeds. Facebook, by turn, is trying to provide the best product possible—and unfortunately, small business owners are the ones who will pay the price for it.

Two Ways to Ensure Engagement

If you’re worried about your Facebook reach being limited, take heart: There are a couple of ways around this problem.

The first, of course, is to throw Facebook a bone. The algorithmic changes in question apply only to organic reach, not to paid promotion. If you’ve got a promotional post and you really want it to be seen, you can just pony up and throw some money behind it, and rest assured that it will be seen in newsfeeds.

The other approach is a bit subtler, but also more sustainable: Start doing some true content marketing. Give the promotional posts a rest and get creative, offering your users some content that’s simply helpful, entertaining, and value-adding. If Facebook doesn’t see the content as overly promotional, you won’t be penalized.

Ultimately, of course, you’re going to need to implement both strategies in tandem. The Grammar Chic, Inc. team can help on both fronts. We offer superlative content creation as well as general social media strategy; we can help you come up with tremendously engaging, non-promotional posts, and also make the best use of your paid post allocation.

To learn more, contact us today: 803-831-7444, or www.grammarchic.net.

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