Effective Social Media Marketing Requires Work

Updated 30 September 2019


(and social media sites in general):

Results require effective social media marketing.

We are long past the good old days on Facebook when you can ‘post it and they will see it’.  While there are techniques you can use (and should) to get gain visibility in news feeds, it’s still a passive approach. What’s worse? No matter how:

  • Well you craft your post
  • Relevant it is to your fans
  • Timely your content is
  • Shareable you think your content is….

Having your posts seen in a news feed is a crapshoot!

You have NO control over it and you are doing way too much work and spending way too much time for an outcome with no reasonable guarantee for results.

In any other area of your business you’d never consider taking such a gamble so why do it on Facebook (or any social site as the concept applies for any feed driven platform)?

What happens when you stop being passive?

We chose to run a test on the page we manage for Robert Nissenbaum. For several weeks we only posted a few times. The idea was to post and run. The only activity was responding to comments.

That was followed by Robert actively creating visibility through social networking rather than simply relying on posts showing in news feeds.

The results compared for a week of actively using social networking compared with the week prior of passivity:

  • 19 page views – up 90%
  • 2 page previews – up 100%
  • 30 post engagements – up 50%
  • 68 people reached – up 15%
  • 10 video views – up 43%
Facebook Insights for Robert Nissenbaum

There were 3 posts over the week (same as the week prior))

  • Effective Reach (reach/fans – a measure of a good target audience) was 9.7%
  • Effective Engagement rate (engagement/reach – a measure of content relevance) was 21.2%
  • 6 website views driven from Facebook (via Google Analytics) and none of the 3 posts included links to the website.

What the data shows above is that the effective post reach was less than 10%. That indicates that the published content wasn’t seen in news feeds. Given the effective engagement rate, we can extrapolate it didn’t come from reach, but rather pages views. If anything, the engagement contributed to the reach.

Actively using social media created some outstanding results after weeks of ‘posting and running’.

Getting active: What you should be doing.

Rather than trying to determine how many posts you should publish and when, focus on creating a niche audience and developing a solid content strategy. Then work on your social networking:

As your page, like and follow other pages. These should be pages with a similar audience as yours and offer similar, relevant content.

Spend time interacting with those pages. Read what they are posting, follow links, as your brand add comments which provide value to the page. Don’t simply ‘like’ their posts. Your comments drive the interest you need.

Share the content from those other pages. This is part of your content strategy and a tool to establish, grow, and nurture relationships with influencers, but it also helps drive people to your page.

This social behavior creates immediate visibility. The quality of your comments establishes credibility. It creates the want in others to learn more.

What you get in return:

This desire to learn more leads to page previews (they hover over your name in the comment) and more page views – they click on your name and head to your page.

Once on your page, they will read. The more relevant the content, the better it is written, the more engaging it is, the more likely they will keep reading and the more likely they will interact via a comment of their own, the more likely they will follow a link to your website, and the more likely they will be to share your content.

With interaction and sharing, you create increased visibility and reach while expanding your audience.

The result: Multiple chances to convert.

Social media is a marketing tool. The goal in using it is to help move users through your sales funnel. In the passive approach, you:

  • Get one chance to capture their attention with a post.
  • Maybe get a click to your website if that piece of content is perfect.

A passive approach focused only on publishing content means hoping a post is seen, then hoping for some interaction. Unless your content is perfect, that isn’t highly likely. Even less likely is that the person reading your post will click through to your page.

All of that effort put in to get your content seen through this passive approach generally only results in a single post view limiting your potential to convert (and if you do, it’s at a higher cost).

With an active approach, you create an opportunity for MULTIPLE chances:

  • Catch their attention with a comment.
  • Earn a page view and multiple posts read.

With the active approach, the posts don’t need to be perfect. You are not competing with the next ‘shiny object’ in the feed. You have their attention focused on you and they are there by choice. They are already in the right mindset increasing the chance they like, comment, share, or click.

Your social media marketing efforts converting are significantly increased when you take an active approach.

Original publish date 15 April 2016

10 replies
  1. Jocelyn
    Jocelyn says:

    This post crossed my desk at the perfect time. As someone who just created a new business page for my Coaching Practice, I really appreciate your ideas on how to get traction for the page beyond posting content and “hoping” people see it

  2. Clement Lim
    Clement Lim says:

    Great reminder Robert. We need to engage to reap rewards on social media. The trick is working out where and how to engage to maximise our returns on our time.

  3. adamfout2
    adamfout2 says:

    I love the title of this post. I think you’re right—it’s easy to sit back, post to your page, and hope for the best. It takes work to build an active, engaged community!


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