This isn’t going to be a long post (I know a lot of mine have been too long, lately) but that doesn’t make it any less important. It’s short because the concept is simple. Unfortunately, many are missing out on this easy technique.

There are plenty of types of content that you can post on Facebook, but they invariably fall into one of two categories – conversation and conversion. You’re either posting to help spark conversations that are on topic with your industry or you’re posting content designed to drive conversions of some sort to increase business. In some cases, a post can fall under both categories, those these types of posts are normally not as effective at achieving either goal.

The point of conversational posts is simply to earn the right to post conversion content. You have to earn this right from two different entities. The first is Facebook itself. The EdgeRank algorithm is very fickle. Because people are less likely to interact with content that is pushing the big sale this weekend than if they’re seeing an image of a concept Hyundai crossover, too many conversion posts can hurt you in the algorithm. Facebook knows the activities that happen on their site including a lack of activity. In other words, it’s not just those unavoidable occasions when people will hide or report your content. Your EdgeRank is hurt when people simply do nothing, when it appears in their news feed but they scroll right passed it without engaging.

The second entity for which you have to earn the right to post conversion content is the user base itself. People get fatigued. If they see post after post of “sale-sale-sale” appear on their news feed, they will eventually block you. They are much less likely to do that when the conversion posts are spread out, when there’s real conversational posts hitting their news feed and drawing their attention. Then, when they see the conversion posts, they’re less inclined to offer negative feedback because they get it. That’s one of the toughest things for businesses and marketers to accept. People get it. They know that you’re running a business and they’re accepting of the occasional conversion post as long as they hold a good sentiment towards your company and social media presence because you’ve earned their trust through strong conversational posts.

The conversion posts are the easiest to grasp but are much harder to deliver properly. It isn’t about advertising the big sale or the oil change or the individual vehicle that you just took in on trade. It’s about presenting the big sale, the oil change, or the unique vehicle you just took in on trade in a way that is engaging to them.

The example above is not ideal. It’s not a super rare find or a killer manager’s special. It’s just a car, but there’s personality in the way that it was presented. That’s one of the keys. The second key is that the conversation that ensued as a result of the post included very responsive action. Someone in the local area inquired further about it. That’s good. It’s better that the response came with instructions on how to proceed.

These types of posts would not work if that’s all that ever got posted by the dealership. Most people passed this post up because they weren’t in the market at that particular moment for a used Honda Pilot. Even those who aren’t buying today will eventually need something, but more importantly you’ll want to get engagement from those people because of EdgeRank. Someone might not be in the market, but one of their friends might be. When the person not in the market likes, shares, or comments on your posts, there’s an increased likelihood that their friend who is in the market will now see the proper posts as a result.

Mix it up. There’s no magic formula. If I were cornered with a knife to my throat and forced to answer the question about the proper mix of content I would say something like 6:1 – six conversational posts for every conversion post, but I’d be guessing and generalizing. The reality is that it’s different for every page, every market, every demographic. Some can get away with 3:1. Some can only muster 10:1. Whatever is right for your page and your business is the way to go. It’s not a copout response. We spend a lot of time determining the personality and limitations of each individual client and the ratios listed above are real-world ranges that we’ve seen and applied. The key is finding what works best for you.

Take a look at those familiar little icons in the top right corner of the screenshot above. Four of the primary social media sites’ logos adorn a prominent position on the homepage. It’s not an uncommon sight. Some put them at the top. Other put them at the bottom. Some make them large and prominent. Others make them small and subtle. One way or another, most dealerships put them somewhere. They do it for a reason.

The reason is presence. We’ve all heard about the potential of social media but few local businesses and car dealers in particular have found the level of success that they would like. Finding that success is not the topic of this particular article (important though it is). Instead, we’re going to gain an understanding of the importance of social media outside of the obvious.

We all know that Facebook, Twitter, and the other networks have the potential to drive business when done right. Some would say that the effort and cost are too high, that the spend of both time and/or money can better be allocated elsewhere. This may be true for some; finding demonstrable success and true ROI from social eludes the vast majority of dealers. There’s assumed benefits, but real ROI – that’s a whole series of other posts. For now, let’s assume that you’re cruising along with a social media strategy that is basically there for presence only. You have to be there because you have to be there, but the effort or investment are currently minimal. Perhaps you’ve tried it yourself or with a social media vendor and couldn’t justify the cost. For whatever reason, you’ve taken your eye off the social media ball.

It’s okay. Many have. There’s nothing wrong with it. However, it’s important to understand one thing, one spark of an idea that you should consider before abandoning it all together. Whether you’re paying attention to it or not, others are. Your customers are. Your employees are. Even if you’ve given up on the “social” aspect of social media, there are other reasons that make it to where you must pay at least a little attention to it.

If you’re already out there finding the type of success that I’ve seen in recent weeks (and there aren’t a ton of you from what I’ve seen), then this article isn’t for you. If you’re just not sure of the importance of social media, read on…

It’s Search.

People look for you by name. Take a look at your analytics and you’ll see that the majority of your traffic comes from people searching for a variation of your dealership by name. As with any search, there will be those who look at the search results page as a whole and click to more than one spot.

Thankfully, those who are doing their social media properly can have their social profiles easily found on searches for their name. Facebook, Twitter, YouTube, Pinterest, and LinkedIn all hold strong authority in the eyes of the search engine. This is the case for a reason. The search engines know that people like to click on the profiles. If they didn’t, the search engines would not present them so prominently. That’s one of the key factors in the search ranking algorithm – searcher activity.

When they click through from search, will they be pleased with what they see or will they be embarrassed for you over your social profiles? Will they see that you’re using social media as a communication tool or a place to put funny cat pictures? Will they see that people are commenting and you’re commenting right back at them?

If you want to give people a bad taste in their mouths before they even attempt to do business with you, have a dormant or mismanaged social profile for them to click through from search. That’ll do it very quickly. Remember, millions of Americans take their social media seriously. Studies show that 64% of social media users are much more inclined to do business with a company that is maintaining the profiles on their beloved social media sites. Is your profile up to par or better than your competitors when people click through from search?

It’s Reputation.

This is one of the most challenging concepts to communicate to clients. When we think of reputation and reviews, we think of review sites. While these are definitely important, they are best suited for defense. In other words, people look at your ratings on review sites when they’re already in the market. They do so just to make sure that you’re a dealership they’re willing to do business with, but there are challenges to that which I’ll explain below.

First, let me explain the difference in how social media reputation works. In the old days before the internet took over, asking a dealership about reputation made them think of “word of mouth”. Many made a living off of word of mouth – repeat and referral business normally led down an easier road to the sale as well as higher gross margins. That concept has been replaced in many ways to where the thought of reputation has been isolated to review sites.

The problem there is that word of mouth is not only still alive and well, it’s actually more prominent today than ever before. It’s social media. Reviews are “name defending” to allow those who would consider you to continue down that path. 4-stars, 25 point rating on Google, good on the easily visible comments – that’s a great defense. When people see that, they’ll continue looking at you.

Social media takes your reputation on the offensive. It’s not the review components on your social media page as those are rarely used and even more rarely seen by consumers. That’s not what I’m talking about. I’m referring to proactive customer sentiment communicated through their wall posts, Tweets, etc. I’m talking about making sure that people are saying positive things about you through social media. When people leave a review on a review site, there’s no commitment. They’re not really voicing an opinion that will be seen by the right people. Yes, it’s helpful, and I hope that everyone understands the distinction here. It’s just that there’s no “skin in the game” the way there is on social media.

When they post something about you to their own social media profiles, they’re telling their portion of the world (much of which is in the local market) through a venue that means something to them, their friends, and their family. This is aggressive, proactive reputation marketing and it can only be done by the consumers themselves. If they say they had a good experience at your dealership on Yelp, there’s not a great chance that anyone who knows or trusts them will ever see the review. Yes, you get the stars, but that’s defensive.

Their Facebook wall, however, is sacred. It means something to them. Their friends and family will see what they said and it will register because they trust that person. It’s word of mouth on steroids. No, you don’t need robust social media profiles to have it happen to you, but it certainly helps. When they can tell that you’re active on social media, they are much more likely to interact with you as well as commend you publicly through these venues. This is the golden ticket that, with very little effort or investment, can translate into increased business. It’s not just about defending your reputation. It’s about advancing it. This cannot be done through review sites. Social media is the word of mouth for the digital age.

It’s Presence.

The last reason that social media is so important to dealers beyond the actual social aspects of it is presence. This is the easiest place for you to shine as a company. Community involvement, employee spotlights, customer highlights – all of these things express a positive sentiment about your dealership that can have an impact on your potential customers.

It’s through social media that you’re able to humanize the company. This is where the “big, bad, scary car dealer” can be shown to have a heart, to be active in the local area and charities, and to be another business just like the bakery down the block. It’s this presence component that makes abandoning or going through the motions on your social media profiles such a huge mistake. This is no longer a world that relies strictly on proximity and newspaper ads to help them buy vehicles. It’s a world that is open to the realities of entities such as businesses.

You have an opportunity through social media to show your potential customers that you’re truly better than the competition. In many ways, some dealers have decided that they’re not reaching people through social media because they don’t see the interactions. This is confusing because so many times as I talk to dealers they tell me just how active they are on Facebook, Twitter, Pinterest, or the others, yet they somehow feel that their own presence on social media is invisible. If the strategy is wrong, they very well might be invisible. However, when the strategy is strong, the possibilities open up to turn social media into a true advertising medium.

* * *

These aren’t techniques to help you find success. These are simply reminders that social media is hot for a reason, that bad experiences in the past do not have to be repeated, and that there’s more to it than just getting likes and fans. Stay focused on improving your social media presence. Don’t let it slip. As the world becomes more and more social, you’ll want to maximize the potential benefits that can arise from this ever-changing and ever-growing medium.

Everyone who plays in the Facebook page strategy game has their opinions about the types of content to post. Car dealers and vendors have tried different things over the years. Some have found success while others have let it fall off completely, dismissing it as unimportant or too time-consuming to mess with on a daily basis.

For those who are doing well or wanting to do well with engagement on their pages while still demonstrating real ROI, here are some content types that have worked well for us. It’s important to mix things up on Facebook. Fan fatigue happens regularly, especially when a dealer or vendor finds a particular type of content that works well. They tend to favor this type of content in their posts. Some even go so far as to post only one type of content such as cool cars. Your fans watch. They know. By the 10th car in a row, they start to get tired of seeing them regardless of how cool they are. Mixing it up is important.

While there are definitely more than three content types that can be effective, the three below are the ones we’ve found that can account for the vast majority of your posts and still keep your fan base growing, liking, and generally engaging with your page in their news feed.

Local Content

It’s extremely important to understand that this type of content only works well if your page has been built with mostly local fans. We’ve covered before that nearly all of your fans should be local, that having too many fans out of the area can actually hurt your ability to use Facebook for marketing to real buyers. If your fan base is not over 90% localized, you should get that fixed before posting a bunch of local content.

Once you have that established, it’s time to take advantage of what you have around you. The local area is always loaded with interesting places to visit, amazing places to photograph, and intriguing people to highlight. This should be the focus of your localized social media posts.

Local places are easy. It doesn’t matter whether you’re in a major metro or out in the country. The people around you area like to see the local area highlighted on Facebook and they appreciate the businesses that do the highlighting. In the example above, we were given an easy pitch to hit. The fans are completely localized (they had 26 fans when we started so we had a clean slate with which to play) and the area is a gorgeous one: Honolulu. As a result, getting nearly 400 likes on the post was a piece of cake and didn’t require a huge amount of Facebook ad spend to make it happen.

While local places might be the obvious choice, there are others. For example, highlighting other loved local businesses or organizations is easy. A post with a picture of a popular local diner, for example, could lead with “We visit Stan’s Diner every Sunday for the pancakes…” These types of posts won’t be as popular as scenes like the one above, but it’s good to spread the love to others. If they see it (and if you have a strong enough Facebook page, they will) they will appreciate the mention.

Lastly, focusing on local people is always a hit. One popular post we did last year highlighted the three local baseball players at the high school that made the all-state roster. It’s something that can be universally liked by the community, particularly if you’re in a small town.

Automotive Content

Not much needs to be said about this. Being in the automotive arena, there’s never a shortage of “carporn” out there for your fans to ogle over. There can be a temptation to flood your page with this type of content, particularly after you’ve had your first viral post, but don’t get too car picture heavy. Again, fatigue will follow if you do.

Something that a lot of dealers are starting to do is to post helpful tips on subjects such as car maintenance. These are great but again they should be used sparingly. Most people aren’t out there changing their own oil and the internet is loaded with how-tos if they ever get the inclination to do it themselves. An occasional post or a quick tip doesn’t hurt.

Dealership Content

Some dealers do this too much. Some never do it at all. It’s expected of local businesses that they should be at least a little business-centric with their posts. These are often the most important posts because they are intended to drive foot traffic, website traffic, or both.

Doing it too much can put a strain on the algorithm and force your posts to become virtually invisible. It’s not all about “me, me, me,” on Facebook (at least not for businesses) and this will turn people off. They don’t have to report or unfollow you to have a negative algorithmic effect on future posts. If they simply pass over your posts in their news feed without interacting with it, there’s still a negative effect.

One common trend has been to post pictures of happy customers in front of the car they just bought. Doing this too much is a big mistake because of the algorithm. It’s a post that has an isolated chance of getting liked. Remember, just passing over the post is enough to cause some damage to your page and people won’t normally like pictures of people they don’t know. There are definitely ways to make it fun and get people to promote their own images to friends and family, but that’s a longer discussion than we have time for in this post. The short of it is that if you do post images of happy customers, keep it to a minimum.

* * *

As I mentioned above, there are tons of different types of content that can be posted. However, there is also plenty of content that should never be posted. Keep it relevant. Remember, you’re a business and people want to view you as such. Trying to sneak into the conversation by posting funny cat videos is an easy way to turn the wrong people off to your posts.

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Some cities have better drivers than others. It could be because of the streets and conditions. It can be based upon the population itself. Then again, it could just be that some places attract really good or really bad drivers.

That’s the premise behind this infographic by Good2Go insurance.

Content marketing has been growing for over a decade now, but 2013 is proving to be its pinnacle year. Marketers are starting to realize that search and social center around content rather than the other way around, making true content marketing on and off a website a must-have discipline for companies wanting to find success online.

There are two major components to content marketing – offsite and onsite. For onsite marketing, it’s easy. You simply have to put engaging content on your website, then drive eyeballs, links, and social signals to it. Offsite content marketing is more challenging and can be extremely time consuming, but when done right it can be a beautiful thing.

One way to do it for those who are either ambitious or who run an agency tasked with marketing within a particular niche is to create a blog network. This is one of those arenas where the waters get murky. We absolutely, positively do not recommend trying anything that is intended to fool anyone, particularly Google. There are articles out there telling you to put your blog networks on different hosts, to have different author names, etc. This is bad advice. Be transparent, add value to the readers, and Google will reward you. Try to fool them and you’ll end up hurting yourself.

We have an automotive blog network of our own that we’ve been building for years. Only recently have we truly started pushing it out there more with the goal of building the best unique content for the automotive industry anywhere. We have the whole network of dozens of blogs running through the same host, working from the same WordPress theme, and with the same authors. They are all automotive experts so there is no need to try to hide it. This is a network with unique content on each. That’s how it should be.

If you are considering building a niche blog network, you can use this as a guide. We haven’t fully fleshed-out the content completely but with writers being hired and effort being put into making it great, our goal is to create something that people (and Google) will love while giving our clients the best possible boost on their own marketing through association with a strong network.

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There is a trend that has been growing in the publishing and advertising world that actually makes sense. Native advertising is starting to really take hold as a valid online advertising option for many and the results are starting to show.

In essence, native advertising, often called advertorials, is the act of placing an ad within the stream of a publication. Unlike traditional banner advertising or contextual text ads, native advertising tells a story in an editorial format that makes it appear to be journalism. It’s paid and must be clearly marked as such, but otherwise it’s just like any other story on a blog, any other Tweet on the Twitter stream, and any other story on a Facebook news feed. As long as it’s mentioned that it’s sponsored, it’s legit in the eyes of the US government.

What makes it work is that it normally (should) deliver some form of value to the reader beyond just promoting a product. Sometimes it’s overdone, such as the case of “breaking news about a stunning new development” or other over-the-top variations, but for the most part professional ad agencies are figuring out ways to work it in without being completely misleading.

This isn’t new. It started well before the internet and will always deliver a different sort of result. Some believe it is deceptive because it’s intended to make the reader believe that the endorsements and claims are those of the publication itself rather than a paid advertisement, but that’s for the reader to decide.

This infographic by Solve Media explores the world of native advertising and breaks down the various ways that it can enhance the overall marketing and advertising efforts of a business.

The internet looks better today than ever before. Parallel with the rise in design standards, users and publishers have also come to recognize the vital importance of user experience. Traditionally, online advertising has comprised both. When publishers invest in native advertising, however, users are more engaged and everything on screen remains beautiful and relevant.

The claims may seem a little over-the-top themselves, but they’re not completely off base. Native advertising does enhance the advertising experience in many cases, particularly when done right. Here’s the graphic that puts it all into perspective:

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There are all sorts of tips, tricks, and techniques to drive more traffic to a blog. They usually involve either paying for it in some way, improving an avenue such as through search engine optimization, or building subscribers. The reality is this – all of these things take time. What doesn’t take time other than the effort that is required to make it happen is writing better blog post titles. The right titles can increase blog traffic. The wrong titles can desperately hurt it. This is an immediate effect.

More and more businesses are starting to blog today. They are syndicating, optimizing, promoting, and doing all of the best practices that the gurus are giving them. Still, they are only seeing small increases in traffic if at all. Every now and then, they see a post that spikes. Was it amazing content? Possibly. Was it shared by the right people on social media? Probably. Did it have the right title? Almost definitely.

It blows me away when I see so many titles that simply suck. Yes, they suck. They aren’t attracting anyone.

The title in the blog post above attracted people. It was wildly shared. It was blogged about on other websites. It made an impact. Despite being wildly popular and talked about around the web for weeks, the story itself wasn’t that interesting. It was good, but not good enough to make it the talk of the blogosphere for as long as it was. The title, however, was brilliant.

Depending on your style of business and blogging voice, here are some quick examples of blog post styles. This is a very basic sampling. You can do better.

• Emotional Statement – The Biggest Reason Your Blog Traffic Sucks
• Numbered List – 7 Reasons Why Top 10 Lists Still Work
• Play on Common Phrases - Why Good Guys Really Do Finish Last in Sales
• Contrary Statement to Common Phrases – Good Guys Finish First if They do These Things
• Big Time Promise – Cut Your Blogging Time in Half While Doubling Your Posting Frequency
• Three Worders (use sparingly) – The Blogger’s Conundrum
• Nonsense Titles (that make sense) – The Best Blog Titles Work Best if You “Backwards Them Write”

Again, there are plenty of other types of titles out there. The key is to check out the right sites. See how other blog posts are being written and what titles they’re using. Just because it’s a business blog doesn’t mean that it has to be bland and boring. Titles drive traffic quickly. Make them count.

Let’s face it. Despite the tremendous rise of productivity and organizational tools that computers, then the internet, then mobile devices give us, we sometimes forget things that at one point were important to us. This is where Google and other retargeting services come into play and I love it.

In essence, it’s a tracking system. You’re being tracked through cookies that are placed on your computer systems when you visit certain sites. Google and others then takes this information and knowing that you’ve visited a site before, they present you with ads for that site when you visit others on the web.

On the surface, some may scream about privacy issues associated with such activity-tracking systems, but it’s not as bad as you think. They aren’t necessarily tracking the data as much as they’re checking particular cookies on your computer when they have a web page with ads on it and then custom tailor the ads to your “preference by past choices” of places you’ve visited recently. Keep in mind – you can always turn off cookies in your browsers and this technique will no longer be able to affect you.

For others, it can be a blessing. Take the ad above, for example. I was researching a story and ran into Goal Zero. I remember thinking that it was an interesting concept and that I should consider exploring more thoroughly later, but at the time I was in the middle of something and didn’t take the time to check it out. They are retargeting. I was retargeted. As a result, the ad keeps popping up for me and I get a regular reminder to check it out.

Google’s days of “do no evil” are arguably well behind us, but this is not one of their evil ways. I would rather receive ads from places that I’ve already visited because if I visited them in the past, I obviously demonstrated some interest in their products. Even if you keep your cookies on, you still have options to opt out of certain ads and even of ad networks altogether.

I am completely against online tracking of any sort, but this is slightly different. It’s no aggressive. It’s not data that’s stored and used against me (even though there is plenty of that happening outside of the realm of retargeting). This is about as safe and passive as possible. If you don’t like it, you can do the things mentioned above or you could always clear your cookies regularly. After all, you should be doing that as a best practice anyway.

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One of my many search and social conspiracy theories (of which often turn out to be true) is that the Penguin algorithm update on April 24, 2012, was actually two updates. There was a public update that went after low-quality links, splogs, and other SEO linking tactics. This sent shockwaves through the search engine optimization world. Most agencies had to change some of their practices. Some closed down altogether. It was the SEOpocalypse for many in the industry.

It was also an awakening for others. Some who had always focused on quality linking over bulk linking found that suddenly, their clients’ rankings were improving without effort. It wasn’t that their SEO suddenly improved. It was that many of the competitors were suddenly vulnerably. I am blessed to have been on the receiving end of the benefits of Penguin.

There was another change, one that wasn’t talked about publicly by Google. Social signals rose in prominence. Suddenly, Google+, Twitter, Facebook, Pinterest, and other respected social media sites were having more of an influence on search rankings. This had been the case since at least late 2010, but now they were more prominent. Google had doubled up on changes to camouflage the rise of social signals behind the fall of bulk link-building.

I remember being at SXSW and hearing both Google’s Matt Cutts and Bing‘s Duane Forrester reveal more than they ever had ahead of time. They told of a major change coming which turned out to be Penguin in Google’s case and an unnamed and semi-irrelevant algorithm change at Bing. It struck me at the time because they weren’t known to tip their hand much even after changes, let alone before.

All of this was about social signals. They did not want SEOs to focus on them. They wanted to test, tweak, and adjust the algorithm while everyone was scrambling to fix their link issues. They tipped their hand for the public change because they didn’t want anyone focusing on what was in their other hand. It was a masterfully played maneuver that worked. Even today, there are SEOs who are not focused on social signals despite data that shows the power.

Now that the dual-changes have settled in, had updates, and been corrected, they have an understanding of the risks of social media spamming for SEO purposes. They’re ready for it. It’s for this reason that when you’re tasked with getting social signals, you have to do it the right way. You have to play their game the way they want it played. In short, you have to focus (as you always should) on quality over quantity. In the world of SEO, particularly for local businesses, it’s extremely important to understand that amazing content is the best (and arguably only) way to get social signals that will help with search results.

The automated processes won’t work. The social buying services won’t help and might even hurt a bit. Social signals are real and the right way of getting them is by producing the best content in your industry. Over the next week, we will go into details about how social signals work, ways to get them properly, and signs that must be followed in order to find the path to true search engine success. Stay tuned!

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Things are changing for businesses who use Facebook for their marketing. It’s no longer a game where the benefits can be found in bulk. It’s actually turned 180 degrees to the point that you’re better off posting a single amazing piece of content on Facebook once or twice a week than a daily post or two that doesn’t really do anything for the brand or business.

Facebook has been working on changing the way they handle page posts in the news feeds of individuals for some time, most notably in the September through October, 2012, range. During this time, many even accused Facebook of turning the social network into a pay-to-play entity. If you didn’t pay for advertising, they contended, you couldn’t get people to see your posts.

It’s a well known fact, even publicized unofficially by Facebook itself, that business pages can only expect to have their posts seen by around 16% of their fan base at best. For those who are posting too much, too little, or are posting low-quality content, this number is much higher than they’re seeing.

It has become of utmost importance for businesses to start posting less (if they’re posting too much) rather than more if they’re posts are not being seen. This is a major change from the past when you needed to pull a Larry Bird maneuver. When Bird was hot, he shot the ball. When he was cold, he shot the ball even more to get his rhythm back. That’s what used to work on Facebook. Today, such a strategy would exacerbate the problem. You could actually be pushing your posts further down in the news feeds if you tried to go that route.

If you’re having challenges getting your content seen, there are a few different possibilities to why it’s happening as well as several possible solutions. It’s not as complicated as it sounds. The only issues you need to be concerned with from a strategy perspective is whether or not you’re posting too much or too little and whether your posts are simply not good enough.

Links are hard to work with if you’re challenged. One of the ways to test out the root cause of your slump is to switch to text, images, and videos for a while. You can go back to links later, but for now post less of them if you have to post any at all. See if this works. If not, try changing up the source. Facebook’s algorithm looks at different sources of your posts differently based upon success and failure in the past. For example, if you’re posting some posts directly through Facebook.com and other posts through Hootsuite, try to identify if there is a trend. Is one performing better than the other?

Once both of these are covered, now you have to put the money into it. Yes, Facebook advertising has become a necessity rather than a luxury if you want to be serious with the platform. It’s not that you can’t be successful organically, but it’s a lot easier to have success across the board, both organically and paid, if you have advertising working on your behalf.

Facebook still has the highest potential for moving the needle for your business in the social arena. Don’t give up. Just fix it.

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