It’s time to #bepushy and reduce your reliance on social media

The world has been hit by a tsunami of change this year, and like everyone else, Pushologies is trying to figure out what the post-Covid19 world will look like.  

While we eagerly await a return to normal, our plans to expand have accelerated during the Coronavirus pandemic. We’ve embraced our ‘be pushy’ philosophy by overhauling our brand identity during this unprecedented period of change. 

We’ve sharpened up our logo with a sleek new look and introduced a warmer colour palette that reflects our approach to business. We’ve redefined our tone of voice, established the Pushologies DNA – you could call that our company values – and relaunched our website.

But most importantly of all, we’ve worked tirelessly to better understand how we can help our partners navigate through the challenges each of them is now facing. We’ve listened to all of them and worked hard to refine and develop our software to deliver what we believe is the most exciting and important mobile technology around.

For those of you who’ve not yet heard of Pushologies – don’t worry – you soon will. We’re a technology company that’s transforming the way brands communicate with their customers on mobile devices.

We work with some of the world’s leading brands to help them reclaim the relationships they’ve lost with their consumers through their overreliance on social media. 

Pushologies’ vision is to reduce app owners’ reliance on external platforms such as Facebook, Instagram, Twitter, TikTok and YouTube – as well as search engines.

We help them use the content they have carefully conceived, planned and crafted to build stronger, more engaged digital communities on the platform they have full control over – their own mobile app.  

For too long, brands have sacrificed fully understanding their customers’ preferences and how they interact with them in favour of the (potential) huge reach building a presence on social networks brings. But very few companies are getting any meaningful data out of social platforms using native or third party analytics. 

A damning piece by internet entrepreneur and academic Kalev Leetaru in Forbes magazine last year asked: “Social media analytics is a disaster – why can’t we fix it?”

Leetaru said: “One of the most dumbfounding aspects of the social media analytics industry is just how little visibility there is into how any of these platforms work.  

“Customers plot volume timelines, chart sentiment, compile author and link histograms, map user clusters, identify influencers and drill into demographics, all without having the slightest insight into whether any of those results are real.

More and more business decisions are being made based on data pulled from social media platforms that often provide only a sample of what’s going on. 

But surprisingly little is known about the algorithms powering platforms like Facebook, Instagram and Twitter. So how can businesses make meaningful decisions about social media based on the results of algorithms they know nothing about?

Well, here at Pushologies, we believe we can provide the solution and help companies make better business decisions based on first-party data.

Let’s be clear; we are not anti-social media. We believe it will always have a place in most businesses’ marketing mix. 

But social media does not belong in your own mobile app. There is no longer any need for businesses to hand engagement off to social networks as part of their own app experience.

Your app is the one place where you can truly control all of your data. And using our technology, you can fully understand your different audience segments, gain meaningful and actionable insights and deliver personalised, highly relevant content to them at the right time on their mobile devices.

When you think about how social media and app technology has evolved over the last 10 or 15 years, it’s obvious that too many companies have chased the promise of large followings and big reach social networks offer in favour of scaling back or even ditching investment in their own mobile apps.

Mark Zuckerberg and his team spent a decade building Facebook and successfully worked out how to utilise the tens of thousands of datapoints its users generated to ensure each one received a personalised experience that maximised the amount of time they spent on the platform. 

He recognised that more screen time would mean more opportunities for adverts to be seen by Facebook users which would then lead to more cash in the pockets of their shareholders.   

Thousands of brands and companies spent years building huge followings on Facebook and page owners took advantage of what was essentially the large-scale free reach the platform gave them. 

But in 2014, Facebook started to hit back, downranking pages that published too much overly promotional organic content. 

Organic reach on Facebook went into massive decline with the company admitting as much in 2014.

Brian Boland, Facebook’s then vice-president of partnerships product marketing, operations, partner engineers and analytics said: “More and more content is being created and shared every day…Just a few years ago, sharing important moments and experiences, articles you’ve read, and photos and videos of your loved ones was a relatively labour intensive process. Today, thanks to devices like smartphones, many people can share this content with just a few swipes of the finger or taps of a button.” 

Facebook switched gears again in 2018, when Zuckerberg announced users would see fewer posts from brands in favour of more ‘meaningful interactions’ from people they care about. Facebook began serving its users more posts from their family, friends and groups they follow, rather than brands they engaged with. 

Zuckerberg said: “We’ve gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other.

 “It’s easy to understand how we got here. Video and other public content have exploded on Facebook in the past couple of years. Since there’s more public content than posts from your friends and family, the balance of what’s in News Feed has shifted away from the most important thing Facebook can do – help us connect with each other.”

With Facebook’s algorithm prioritising posts that earned a lot of high value engagement through comments, reactions and replies to comments, brands quite rightly had major concerns that their organic reach would shrivel up. To get the reach to earn engagement, they had to be earning engagement already and many brands simply weren’t doing that.

According to Hootsuite’s Global State of Digital report, at the end of 2019 the average reach of Facebook posts was down 2.2% meaning brands could expect their organic posts to be seen by just 5.5% of their page followers. In simple terms, for every 100 fans they had on their page, fewer than six would see all of their content.

When you consider the effort that goes into creating a well-crafted piece of content; spending time coming up with the idea, creating the concept, working with design and video teams to make and refine it, plan when and how to launch it and then finally posting it, marketing directors and CFOs have a strong argument against content teams spending large amounts of time on producing organic content.  

The reduction in organic reach on Facebook has seen brands spending more and more money on placing adverts on the platform. There are over 60million business pages on Facebook, and over two billion people can be reached using Facebook ads.

There has been a significant loss of control for companies that own a page on Facebook. It is now pointless for a brand to create a page and hope they will reach all of the fans they have attracted to it. 

The only way to get any real reach is by running paid strategies alongside organic content, which makes social platforms like Facebook even more money and means brands are still handing their data and engagement off to a third party. 

So it’s time for brands to claw back control of their digital strategy. It’s time to once again own your engagement and reclaim control of your data. It’s time for the return of the app.

Drop one of our friendly Pushologists an email today to find out how we can help transform your mobile app strategy, deliver sector-leading analytics and personalisation, and engage existing and new audiences for you like no other company can.

 

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