son to engage with that brand,” he says.
“In most cases we’re driving to a ‘Like,’
but not only to like that brand, but turn
it into a very social event.”
And instead of just updates in the
newsfeed, Hayward has also seen suc-
cess with sweepstakes by driving users
to refer them to their friends in that if
they win, then their friend does as well.
They do this by tracking every referral for
sweepstakes and contests on Facebook.
Sweepstakes and contests that have refer-
ral and sharing incentives are essential to
a successful social model. “It’s impactful
and draws users into the fold because it’s
something new,” he says.
It’s important for marketers to look at
trends, see what customers are saying and
then bring it back to the brand. Much
like DR marketers test and change their
offers in television creative, they can
apply this same tactic to tweak
or adjust their social messaging to really hit that
sweet spot of what the
customers feel to make
the messaging more
effective.
“We’ve seen com-
panies that — instead
of focusing on their
brand — create content
that meets a typographic
need of the consumer,”
says Greenfield. “So if
a client decides that their
customer is really into music, even if
the client has nothing to do with music,
they’ll create social content that’s music-
related that their consumer base enjoys.
They’ll tie their brand to that and they’ll
get legs off the viral sharing and the as-
sociation with something that is a passion
point for their consumer.”
Monahan adds, “Make sure you’re
publishing offers and products to your
newsfeed regularly, but make sure you
blend it with content that’s also educa-
tional and entertaining. If you just try to
sell through your newsfeed, you’re going
to get low post quality score and end up
with low algorithm relevance and not get
as many impressions per post.”
EdgeRank is the system Facebook
uses to help determine what posts from
friends or pages actually end up on your
newsfeed. “EdgeRank is to Facebook as
page rank is to Google. It’s the algorithm
that determines how relevant content is
based on audience’s interaction with that
content,” says Monahan. In a nutshell, a
Cliq Social Media
follows a philosophy
of interacting directly
with customers so they
feel connected with the
brand, enlisting them as
brand ambassadors.
lot more content is posted from
friends and companies that you like than
what actually shows up in your newsfeed,
so Facebook has to intelligently think
about what content to show you to make
your user experience as good as possible.
“They use geometrics to calculate
EdgeRank,” Monahan explains. “While
the details aren’t exactly known, the
general idea is that if you have a higher
number of fans than other competitors in your category, then you’ll have
higher EdgeRank relevance and get more
impressions in the newsfeed and garner
higher value from that channel. The
second metric that matters is post quality
score, which is a seven-day rolling aver-
