we've been failing on social media for 2 years. here's what we think it means
TRANSCRIPT
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We've LostNearly Half OurSocial ReferralTraffic in theLast 12 MonthsB L O G . B U F F E R . C O M
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We've LostNearly Half OurSocial ReferralTraffic in theLast 12 MonthsB L O G . B U F F E R . C O M
Here'sWhat We ThinkIt Means
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Social referral trafficto the Buffer blog
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43%
53%
45%
72%
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Social referral traffic
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What's happening?
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¯\_(ツ)_/¯
What's happening?
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Maybe we need to hire a full-time social mediamanager.
Maybe I'm no good at social media marketing.
Maybe our sharing ratio is off: Too much content,not enough conversation.
Maybe everyone else is failing, too!
Maybe we need to post more often.
Maybe we need to post less often.
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Maybe we need to hire a full-time social mediamanager.
Maybe I'm no good at social media marketing.
Maybe our sharing ratio is off: Too much content,not enough conversation.
Maybe everyone else is failing, too!
Maybe we need to post more often.
Maybe we need to post less often.
??????
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¯\_(ツ)_/¯
We don't know ...
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... but here's an idea.
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Content Crush&
The Future ofSocial Media
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Every time someone visitsthe Facebook News Feed
there are on average
from friends, people theyfollow and Pages.
1,500 potential stories
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Content Shock
We've passed the point where contentconsumption has peaked and content
creation has continued taking off.
@markwschaefer
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Enter the Algorithm.
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Automated software that tracks eachuser’s actions to serve them the posts
they’re most likely to engage with
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Social networksare adapting
to changing content
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We're failing on socialmedia because we're
failing to adapt as fast asthe social networks are.
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I see a couple roadsforward
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1. Pay for Reach
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For $5, we can reach 800more people on Facebook -less than a penny a person!
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2. Get better atconnecting with
an audience.
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What if ...we had a Twitter feed so compellingthat people wouldn't just hope our tweets showedup in their timeline but they would go directly totwitter.com/buffer all day every day to seeabsolutely everything we tweeted?
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What if ...we had a Facebook page that felt souniquely valuable, personal, and intimatethat our posts arrived in the News Feed asfrequently as birthdays and babyannouncements?
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Here's What We'reExcited to Try
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DES I GN
BEAUT I FU L ,
SHAREAB L EV I SUA L S
B L O G . B U F F E R . C O M
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Share, just because.
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Get the Full Posthttp://bit.ly/traffic-fail