10 min read
What Facebook's Changes Mean for Your Private Club (Shanna Bright) [Episode 13]
By: Ed Heil on Jul 16, 2018 7:00:00 AM
Social media is a huge part of our lives today. Even if your club isn’t engaged in social media, there’s a good chance that people who ARE engaged are talking about your club. And for those who have a club Facebook page, you may be aware of the recent changes made to Facebook that have all businesses wondering, "How does this impact our Facebook page?"
Earlier this year, Facebook changed its algorithm to eliminate "spammy" content, which includes just about everything that businesses — including clubs — are putting on their pages today. Instead, Facebook is rewarding content that is actually interesting to people. The company is also saying, “Hey, if you want to spam people, buy Facebook ads, or pay to have people see that content.”
In this episode:
- What is Private Clubs Online? (3:20)
- What do clubs fear about social media? (5:18)
- "Our members aren't online." Yeah, right. (8:20)
- Understanding the Facebook changes. (10:30)
- How clubs can capitalize on the Facebook changes. (14:30)
- How do you create content that's engaging? (20:00)
- Post like a person, not like a business. (22:30)
- Organizing your team for social media support. (27:30)
- Types of content that Facebook still values. (32:45)
- The value of video. (35:00)
- The future of Facebook. (42:00)
Tweetable Quotes from Shanna Bright (@shannabright):
"A blanket statement that a lot of clubs will make is, 'Our members aren't online.' And that just cracks me up, because if you look at all the social media reports, there's no legitimate support to say that." (8:20)
"Pages whose posts prompt conversations between friends will see less of an effect, less of the algorithm changes in terms of less visibility. It's about sparking conversation, creating meaningful interaction. That's the kind of content that Facebook holds more dear than those event posts that we all love to put out." (13:00)
"I know it's hard to say businesses should kind of act like people, and it's tough to do, but at least you can speak like there's a person behind the profile, behind the page, behind the account." (23:25)
"How would you normally talk to your members within the club? That's probably how you should talk to them on your social media channels. But the overall tone and voice and personality of the club is best represented and best implemented through one person." (25:15)
"You want the tennis team and the golf folks and people in the kitchen to be contributing their content, but you want that to go through one person who has the filter, who will adjust it and jazz it up and personalize it." (25:15)
"Everyone needs to understand that they have a role in member communication because member communication speaks to member retention, it speaks to driving revenue, and it speaks to achieving department goals." (28:40)
"Clubs try to post flyers as photos and Facebook sees that as an advertisement. Facebook is smart enough to be able to see the difference between a flyer and a photo and will not really give much attention to the flyer." (33:20)
"I think there's still an ample opportunity to share valuable content that informs, surprises, delights and just engages our members and keep the conversation going on Facebook as much as possible." (41:40)
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