Tag: ads

There’s Too Much Internet in MY Real Life

Our journey through the digital divide has taken us through the realm of individual accounts and your Top Ten, and then through the ads we see and Pages we engage with and things we can do to help those organization and businesses during what is typically a really difficult time of year for them. Now, we are heading into the point where the Internet and the Real Life collide – Groups.

 

In real life, we create our own groups of people we communicate with – friends, family, co-workers, other business owners, the list can go on and on. Likewise, in the digital space, the list can be expansively never-ending.

 

Facebook has Groups for just about anyone and on any topic – such as the infamous Colony of Ants or the Aldi Red Bag Chicken “that’s so good, it has its own Facebook Group” have breached the digital space and moved into Real Life through our conversations about these two distinct yet very different Groups.

 

Groups are the water cooler chats in the 21st century; and while some Groups may be punny or fun, not all are. Some are meant to be informative – such as the local Community and Neighborhood Groups.

 

Not all Groups are created equally

 

As I tell our clients, not all Facebook Groups are created equally. That is why you will see some with more members, more activity, and more drama than others – and for better or worse, these are QUALITY groups because they attain what the algorithm is looking for most – that sweet, sweet engagement.

 

Just like how your Top 10 is defined by your engagement with others, and the Pages and Organizations you see on your Newsfeed is based on your engagement with them, Groups are equally determined by engagement. The only difference is the number of people who regularly engage with the Group and your personal engagement within the Group.

 

In a Group setting, we have the ability to speak to more people. Which can be incredibly effective if you are new to an area or looking for something specific in an area. But, often, we as individuals will do things in a group setting that we wouldn’t do by ourselves or in real life.

 

This can explain why at times, Facebook Groups can be a bit more drama filled, or individuals will say things in a Group setting that they would not feel comfortable doing so on their own personal Page. While this may be the case, we must remember that in the digital space, these things can become dangerous.

Data Privacy? What’s that?

 

Facebook has long been a source of controversy when it comes to data privacy, and the stickiness of the ads we see on our Newsfeed is HIGHLY indicative of just how much information is known about us as individuals.

 

I don’t mind telling you that sometimes, Facebook hits the mark closer than anyone else and it can give even me, the creeps at times.

 

Now, that is not all together a bad thing. If we’re receiving information that is important to us or make more educated decisions on the area we live in or making a large investment – these things can be downright helpful.

 

However, frequently, we do not understand how all this information is coming to us, nor do we understand the intricacies of Facebook Groups and in the digital space, where it’s the little things that make a big difference.

 

Groups Help Us Connect With Our Community

 

There are two significantly different types of Groups: Private and Public. Private Groups are those that can only be seen by those on Facebook, those who have been invited to and accepted the Group invitation and any applicable Rules associated with the Group Page. Public Groups are just that, including open to anyone who is not on Facebook.

 

While Private Groups offer a bit of added security, it should be understood that when communicating within that Group, you may be communicating with those you do not know in real life but share a mutual connection in the form of a shared topic of interest. Conversations are typically thematically driven, based on the type of Group you are in.

 

Public Groups are typically community based and include such Groups as the “What’s Going On/What’s Happening In” Pages. In these Groups, you will find events, local news, and individuals looking to learn more about the area, looking for recommendations, or posting about lost/found items.

 

Finding “Quality” Groups

 

Now, I hear you, some of these local groups, make you shake your head in wonder sometimes. They can be just a hot mess of comments and side conversations that when taken into context of the original post, may have very little, if anything in common.

 

While this seems like it is a hot cluster mess, and in some regards, it can be, it’s important to remember what feeds the algorithm – that sweet, sweet engagement. So even though, at times these things seem like a dumpster fire, they are actually working quite effectively because people are communicating with one another.

 

These Groups give a greater sense of what is like to live in a particular town or area, which is vitally important to not only those looking to relocate to an area, but also to those who live in the area. Having these Groups that are active in the local community builds on our sense of community by keeping us connected on one device that the majority of us own, and on the same platform that a whole lot of us use every day.

 

The Shear Convenience of It

 

With Facebook recently taking over as the Top Social Media platform by average monthly users (overtaking YouTube), it is evident that while our engagement of this platform has dropped off in the last few years, our usage has only increased. With more people using the platform and less engagement feeding the algorithm, Facebook has recently implemented new techniques to get us to engage with that which we engage with most – Groups.

 

Not only has Facebook added a direct button to the Groups in which you personally belong to between the Home and Notifications buttons, the social media giant has also added badges and “Community Awards” to increase engagement on Group Pages – the latter of which has been found on a local community Group Page within the last month.

 

Our local usage of not only this platform, but others, is evident in the quality of the Groups and the availability of algorithmically driven “enhancements” meant to increase our already high rate of activity on these very Pages.

 

Local Groups Are POWERFUL

 

The ability for information shared on our local Group Pages to expand outside of our region is a key step in marketing a business, organization, or event in this area. Even more than this, what we consider to be small town, local events – such as the fountain being damaged – has reached national news sources and this wasn’t the first time an event in this area has captured national attention.

 

This is directly related to how much time we spend on our devices and online, specifically on social media. Now, this is not necessarily a negative thing, as through this, we ARE more connected to those we care about and our local community. We ARE more engaged with one another.

 

Which means, whether we like it or not, we’re going to come to a place where disagreements happen, boundaries are pushed, and at times, mob-like behavior occurs. Shit gets said that wouldn’t be said in real life.

 

And then we get all hot and bothered over something said on the internet like it’s SRS business. Where it bleeds and festers into other areas of our lives. Leaving us questioning not only ourselves, but other’s motives over SHIT said on the Internet.

 

It Is SRS Business ‘Yo

 

Here’s where shit gets exceptionally real:

 

Not only are Public Groups visible and readily available to anyone, even those not on Facebook which means we are inherently going to be speaking to an unknown audience – take a moment and think on that – Private Groups can be exponentially more dangerous, simply due to our usage.

 

Earlier this year, the Wall Street Journal published a series of articles titled, The Facebook Files where in one article specifically found that the adjustment made to the algorithm in 2018 made the platform a more divisive and angrier place to be. Which, if you haven’t checked my linked articles – was about the same time Facebook saw a distinct drop in engagement rates.

 

Fun times, right?

 

Hold onto your hats, cuz true to form, Facebook has fun little ways of distracting our attention when they’ve done something that has caused some unwanted attention.

 

Within A WEEK of these articles publishing, Facebook launched the Community Awards (feel free to open those links now but come back cuz we aren’t done yet).

 

And this is NOT the FIRST TIME Facebook has launched something new when they are in hot water.

 

But Wait! There’s More!

 

That is without touching “Meta” – which is a WHOLE other ball of wax where if we don’t get this shit under control, we’re in for an even worse wild ride than we’ve already been through.  I don’t know about you, but I’m about f-ing done.

 

So, here’s what I want you to do this week. Take a look at the Groups you belong to, start with those that pop up in your Newsfeed and notifications. If they are local, check to see if they are “quality” local groups and look at the privacy settings – it’ll be right by the name of the group. If it is Public, go forth eyes wide open and personal shit sealed (don’t give out your phone number plz!).

 

If it is Private – Look over the Page carefully, especially if it is a political, spiritual, or religious and look for any inconsistencies or “bleed” over from these specific categories, or any “us vs. them” derogatory type posts. These are usually topics that have little if any, bleed between in a traditional setting. Think about how these things work in real life, that’s how they should work online too.

 

As such, thematic Private Groups tend to stick to their theme and are usually primarily for entertainment and have little bleed over. Look for these inconsistencies.

 

Those Pages that do have a “bleed” be it political, spiritual, or religious and a high engagement rate on these types of posts are exceptionally dangerous. As they not only fuel lines of division and have crossed the barrier into real life, they also feed the algorithm as a positive reinforcement – meaning that you will then begin to see more and more of that type of posting, creating more division, more anger, and more isolation on your social media feed which will then begin to affect your real life perceptions as well.

 

Pretty Sweet Deal, Huh?

 

Which is the LAST thing we need after the year plus we’ve had and coming into the “happiest” time of the year, which for many – it’s not; and it’s time we stop pretending.

 

It’s time we stop pretending. Period.

 

This shit has the ability to cross into our real lives.

 

And we carry it around with us every where we go with our handy, dandy little tracking device.

 

That holy shit, for many of us, we’re closer to than our best friends.

 

Think about the shit it knows….

 

So, here’s the deal, now that I’ve hopefully taken the wool down from your eyes a bit, you’ve found that you have a *bit* more control than most would have you think. From now until the end of the year, I am offering free copies of my thesis, “You’re Doing It Wrong: Using Facebook for Personal Profit and Pleasure” for anyone wishing to get a “head start” onto where this blog is headed.

 

I will personally print these out and deliver or mail them to you. During this time, you are free to ask me as many questions as you would like.

 

Please be aware of two things: Symbiotic Marketing will be closed from December 24-January 2. This is my personal time to be with family, if I respond, please respect my time.

 

Secondly, after December 31, 2021, a change in fee structure for new clients will take effect in reflection of inclusion of PR and Training services.

 

Your business and what you do with it is an investment. It’s time it’s treated as such.

Eyes Wide Open: Starting to Take Back Some of Your Personal Power on Social Media

Last week, I wrote about ads, and mentioned that not all ads seen are on social media, but those that are on social media can be a bit “stickier” than others. This week, in our journey through the digital divide, I wanted to come back and discuss this a bit more because in the land of social media, these things take on new life.

 

Ads can be just about anywhere, and today, many of us choose to pay a little extra so we don’t have to watch or listen to them. The shear fact that over a relatively short period of time, we’ve gone from doing things during commercial breaks to paying for less commercial breaks tells me that we are so inundated with ads, we’re exhausted by them.

A Land of Light and Sound With No One Seeing or Listening

 

For a small business owner, the thought of creating something that can compete in this landscape is daunting to say the least. It looks downright bleak. Desolate.

 

So, we attack the devil we know – social media. And try to learn how to work the algorithm while finding our own voice. Which is rarely a smooth or easy process.

 

And for those who are uncomfortable in this setting, it’s often written off for other avenues – such as print or radio rather than working in collaboration with. This then, leaves a distinct disconnect in conversational traffic and often a disruption in the business functions – i.e. the shear act of doing business can be exponentially more difficult simply due to a lack of digital presence- website or otherwise.

Stuck in a Scarcity Mindset

 

This time of year is a particularly difficult time for many small businesses as we struggle for a small piece of the holiday spending pie.

 

This time of year may very well set the business for success or failure in the New Year as spending drops significantly in the first few months of every new year.

 

Every sale, matters. Every interaction, matters. Every person who walks through the door, matters more than any of us fully realize. And after the last year plus, these things matter even more.

 

Adding fuel to this fire is the shear fact that to advertise in any capacity during this time of year, inherently means a higher cost – not only financially but energetically too.

Discounting Ourselves

 

We’ve been trained as individuals to be on the “lookout” for the best deals this time of year. From Black Friday to Cyber Monday, and all the pop-up events that happen through December 24th are meant to do one thing – drive spending, typically through the “art of the deal.”

 

Now this is not all together a bad thing if your spending is going back into someone or something you feel passionate about. I’ve spent some serious dough on something that I have wanted without blinking an eye.

 

But as a business owner, I can tell you that I have fallen into the discount trap more often than I’d care to remember. Discounting in the business owner’s mind means discounting our goods or services but at the end of the day, what we’re really doing is discounting our VALUE.

 

From skimping out on business necessities, discounting merchandise, to discounting our own time – we are DISCOUNTING our own value.

 

Which stinks and makes us feel like shit.

Small Businesses ARE the Backbone to Every Community

 

While those of you who read this blog may be wondering what kind of tangent I have gone off on, I want you to know the realities of the battle for your attention every small business owner faces.

 

Things like billboards, radio ads, and even some digital and print marketing ad campaigns are simply outside of the budget. That is why we are almost relegated to a website and social media presence, and even then, these are not always easy to attain or maintain.

 

This is why you will inherently see less ads from small businesses and when you do, they appear to be of lower quality or mass produced – because at times, this is what can be afforded.

Now that doesn’t make the ad spend right – I’m looking directly at you small business owners. Spend your money wisely and intentionally. Treat it as the investment it is.

 

So, what we have when we’re online, especially on social media, is a great mixture of corporate (like Wal-Mart/Wish/Amazon) and large to medium-sized, fairly well-known local entities (like WellSpan/Orrstown Bank/Martin’s Potato Rolls) popping up either as Low Hanging Fruit or Sticky ads, depending on your usage.

 

Stand Out Against the Noise

 

Now, here we have the small business owner. Trying to find their footing in what could be a most precarious time no matter how you slice it. With as much knowledge of how to use social media, or really any form of digital media, as you, my dear reader.

 

To say that we don’t know what we’re doing is an understatement. Because as you will learn through our journey into the digital world, unraveling one string leads to another knot. This journey, however, is very similar to other journeys many others have taken.

 

There’s a reason why so many small business owners compare their business to their child. Because to a very real extent, it is. We’re literally following along by the seat of our pants and hoping that the decisions we’ve made are wise. And if not, our child/business will tell us by shitting the bed (not always metaphorically speaking) in and around the age of 3. We, like most parents, hope to have that shit under control by age 5.

 

Rely on Your Tribe

 

I tell you all this, dear reader, because YOU have a very important and integral role in not only what you see, but also in how well you can help these businesses achieve truly free advertising on their end, that builds and extends the local community experience as a whole.

 

That’s some pretty cool shit right there. Especially when you can do this by doing something you’re already doing any way.

 

Feel those feels because that’s some powerful shit right there.

 

Think BIG

 

There’s a reason behind all this local growth. The capacity for a Page to hit over 100K in Franklin County alone is not difficult. The capacity for that Page to then speak to a greater, larger overall audience is then that much easier to accomplish when proper steps are in place.

 

Think about what that could mean for the small local, non-profit organizations who’s mission it is to raise funds to support our community.

 

Think about what it could mean for voter turnout in our local elections.

Think about what it could mean to the small business owners in our community if more people knew about their goods and services.

 

That’s some pretty big shit.

 

And You, you as an individual, have the power to start making these changes happen. All by scrolling on social media and doing what you do.

 

It Really IS That Simple

 

Two weeks ago, I asked you to start looking at your Newsfeed for your Top 10. [I’d love to hear how that’s going for you btw – hit me up on socials and let me know] This week, I want you to do the same for local organizations and businesses that are important to you.

 

Search their social feeds and see what they’ve posted recently. Throw a like, a comment, or a share up there – just be sure to not share too much – no one wants a Spammy Cathy. And even though these things are weighted differently, you can do a lot with just a few likes and reactions. Trust your gut.

 

Now, here’s the sweet part for you – the more you do this, the more you will see from these organizations and businesses.

 

Ever miss out on hearing about an event until it was too late? Not. No. Mor’.

 

And that’s not only powerful shit, but some pretty sweet shit too.

 

Now go out there and help the local guy out. We need it and a few likes and hearts can show our Pages to others who may not know about us that need us.

 

It’s all about those connections. And my dears, that is what social media is all about. Creating and maintaining those sweet, sweet connections that you love to see.

Addressing the Elephant in the Room: Terms and Conditions Apply

It’s taken me a minute to sit down and write this week’s blog and for a while I wasn’t sure what was going on in my head – it’s not that I’m short on ideas, my sudoku puzzles show that I’ve been thinking quite a bit but the act of sitting down and formulating these ideas into a workable concept seemed a bit out of reach for me. And that’s when it hit me – I’m avoiding the elephant in the room.

 

That Giant Elephant that Everyone KNOWS exists, but few address it head on

 

My friends, it is the official beginning of the holiday season and every single thing we do seems to remind of us this fact.

 

Need to grab some milk? Gotta walk by the holiday section first because it’s right out front for everyone to see.

 

Heading to work? Every billboard and radio ad is trying to sell you on their holiday cheer.

 

Scrolling through social media? Everyone and their damn brother is talking about what they are thankful for.

 

We “Should” Be Happy

 

It’s a near constant reminder that this time of year, is supposed to be the “happiest” time of the year, yet in reality many of us find ourselves in a scarcity mindset where we overbook and overextend our time and finances to show others how much we care.

 

By January, we’re exhausted and usually a bit more in debt than we had been previously and not exactly setting ourselves up for success in the New Year and then wonder why our resolutions are so difficult to stick to.

 

This, like mentioned in the previous blog, sets up a vicious cycle where we are physically, mentally, and emotionally exhausted. And this is when digital can become dangerous.

 

Let’s talk about those Wish Ads

 

Remember how it only takes ONE second for the algorithm to register your attention? Because of how much or how little we share on Facebook, the ads we are shown can be HIGHLY individualized.

 

This becomes dangerous in the hands of advertisers because ads are created to address two functions: build the brand awareness and address/answer a “pain point”

 

A large yellow M and certain chime reminds young and old that there’s a place to go when we’re hungry

 

But ads aren’t just to remind us of a place we can go when we’re hungry. That may be how they function, but not how they work.

 

For ads to work, they need to utilize our emotions while fulfilling their function. This is why ads are longer – in 5, 10, 15, 30, 60 second integrals and sometimes longer on streaming channels – to give them time to engage our emotions.

 

Ads are meant to capture, maintain, and engage our minds

 

The more we hear, see, and recognize a brand, the more we establish and emotional connection to it by the pain point solution offered. This is where two digital giants of the modern age reign supreme: Google and Facebook.

 

As the top used search engine and the top used social media platform, these two know a good thing when they have it – a space where we both research future purchases and where we ask friends and family for their recommendations, all from the convenience of one portable device that 85% of Americans own.

This is why we feel like our phones are “listening” to us – because they kinda ARE

 

It just isn’t in the way we always think. And that’s when the creepy feeling starts setting in.

 

As a marketer, I enjoy “playing” with my Google algorithm, asking it to “find the REAL me” like it’s a digital version of the game show, To Tell The Truth. But Facebook, damn. There are times I feel like just posting that I bought the damn thing in an effort to stop seeing those ads.

 

Like an algorithm “reset” for ads

 

And what’s wonderful, given time, ANYONE can do this – without having to share on Facebook that we purchased the damn thing UNLESS WE WANT TO.

 

Take a moment and feel that power, that feeling of control. Envision it, think about what that could look like – because like any planted seed, it takes time to grow.

 

Now to begin, there are some things we need to know going in:

 

  1. Not all ads are created equal

Some ads are what I call the “Spaghetti at a Wall” type and can encompass anything from low-rate insurance to pay-day loans. These are typically found on websites and are listed as “sponsored content” and can be found either cleverly concealed within the text itself or at the bottom of the page. Spaghetti ads frequently use “bait and switch” tactics to get you to click on the “articles” which are nothing but more ads.

 

Next up are the “Low Hanging Fruit” – goods and services just about anyone needs. This includes insurance, banking, clothing, food, service utilities, housing, etc. These are ads you’ll see again and again and can be so familiar that the brands may poke fun at one another on Twitter (and elsewhere).

 

Finally, there are the “Sticky Ads” – those that when you stop to think about it, make you go hmmm. These are the ones to be on the look out for. There’s a digital link somewhere and is frequently tied to a “real life” interaction.

 

  1. Yes, your phone is listening to you, but often not in the way you think

Ads are a reflection of what we search for, who we communicate with, and any of our shared connections – be it financial distress, basic human needs, or something more tangible or emotional.

 

The Spaghetti ads, if treated as anything, should be for a good laugh at their attempt.

 

Low Hanging Fruit can also be humorous at times but all in all, they are fairly easy to block out unless it’s during the Superbowl.

 

Sticky ads are sticky because of the convenience of our phones and the software and hardware built into them to function. Every time we have our Wifi, Mobile Data, GPS, or Bluetooth on, our phones are sending and receiving signals. Now, consider how many of us have the voice command system on – Siri or Google (and BTW, Facebook has one too).

 

And all that is before we start searching for the “best” whatever, comparing two different products, or searching for somewhere to eat nearby. All before a conscious emotional connection can created.

 

  1. The idiom of “what has been seen, cannot be unseen” will take on greater meaning

This phrase is as old as the internet because in the early days, there was quite simply, a lot of shit that could be seen. And not always, ideal shit at the ideal time. So, once it was seen, it didn’t need to be seen again. Period. Done. Still in the memory bank and doesn’t need to be revisited.

 

As you begin to start to look at the different types of ads, you’ll start to notice some consistencies outside of the branding, consistencies that associate the ads to the 3 types: Spaghetti, Low Hanging Fruit, and Sticky.

 

Your brain will start to automatically process these without you needing to think about it and categorize them based on what is already known. Which allows the thinking brain time to find these digital connections that make the sticky ads so sticky.

 

  1. We are continually being sold to and sold

This last bit of knowledge is the double-edged sword of convenience in digital. People go to great lengths to have an ad-free experience when online and only then come up with less ads getting through. Most of us don’t have the time to devote to this experience, and for some of us, it’s a price we’ll happily pay for said convenience – in the “devil you know” kind of way.

 

But remember, the devil’s we “know” and how much they know about us. When you stop to think about it, it’s quite a lot and for some, that’s quite scary.

 

Now, I find the scary things are a whole lot less scary once we take the time to learn about them. Like how a haunted house is a whole lot less scary once you see the mechanics that go into making it. You might come out with more questions, but you’ll definitely come out seeing things differently than you did before.

 

Going Forward: Start Looking At Your Ads

 

So, this week, I want you to do something that is going to feel strange and counterintuitive – but I guarantee you isn’t – I want you to start looking at the ads you see when your on your phone. Start recognizing where they fall – Spaghetti, Low Hanging Fruit, or Sticky and begin to categorize your Sticky ads.

 

By categorizing your Sticky ads, your brain will be able to process them faster and you will begin to see more intentional ad placement for you.

 

Now, if this has made your skin crawl just a bit more than you thought, you can take this a step further by asking yourself if the Sticky ads are based on demographic information (age/race/sex/location) or if it is related to a search, an online chat, or an in-person conversation. If it is the latter, be sure to fully close out of running apps on your phone. Hitting the home button is not enough.

 

Know that the idiom of what has been seen cannot be unseen has ruled the internet for so long for a reason. The lessons to be learned are not always pleasant, but it’s best we go in eyes wide open.

Theme: Overlay by Kaira Copyright Symbiotic Marketing, LLC 2022
Chambersburg, PA