Here's a mind-blower for you: Offbeat Bride's weekly reach on Facebook is now about 370k people. Our weekly reach on our own website is about 250k people. This means that Offbeat Bride is now reaching more people via Facebook than we are via our own website.
This is Offbeat Empire's archive of social media posts.
So you're a wedding photographer. Or a wedding planner. Or a florist. And you have something that you think your favorite wedding blog might love — a photo from a recent wedding! A new product you just released! A promotion you're getting the word out about! You turn to your favorite form of social media (Facebook! Twitter! Instagram!) and you get ready to make your pitch to your favorite publisher.
Now stop for a second.
Offbeat Bride's Facebook page posts as many as 8 times a day (including these ridiculous SHOES AT 2 shoe posts I've started doing), but you only see all those posts if Facebook understands that you WANT to see all those posts. If you consistently ignore them? You see maybe only 1 post a day, or none. In other words: Facebook's algorithms are smarter than we could ever be.
…And they're getting smarter.
UG, YOU GUYS. You know how last month I wrote all about my social media diet and giving up Instagram? Well, totally unrelated to that, I've been having many conversations with many small business people about how Instagram's value as a business tool. Even my husband (a yoga/acrobatics teacher who gets hives at the mere mention of self-promotion) is like "I think I need to start yoga-gramming. It's how all my teacher friends are getting booked for workshops."
So yes, while I'm still avoiding Instagram in my personal life, it's now just like Facebook… something I won't use personally, but am resigning myself to using almost daily professionally. Yep, Offbeat Bride's Instagram account is now out of dormancy and going strong. And of course it's already mostly about my shoes.
At 9pm last night, I was doing ill-advised Tokyo-karaoke with an astrology columnist and an event planner, and Megan sent me an email: "Is your shoe post for tomorrow morning done?!" My response was, "Fuuuuuuuu ck. Drink at karaoke. It will be done!" Then I finished up my rendition of Pearl Jam's Black, giggled through a completely failed attempt at "Just Give Me A Reason," and stumbled home to write this post, which is not about shoes at all. Welcome to the Offbeat Empire. Let's talk about our favorite comments this week!
I've talked a LOT about my conflicted feelings about Facebook, but things have changed over the course of this year as I've been shifting my thinking about recency vs relevancy. Also, the recent performance of Offbeat Families' Facebook page has pretty much blown my mind. Moral of the story: my contentious publisher relationship with Facebook is shifting, and I conducted this survey to help me confirm some hunches.
As I mentioned last week, while I'm not doing a huge reader survey like I typically do this time of year, I do have some questions I want to be asking y'all. Today's questions are all about Offbeat Bride's Facebook page. Please only take the poll if you follow Offbeat Bride on Facebook.
As a publisher, I've always prioritized toward comments because it's content that I "own." Yeah, someone else wrote it, but I own the pageviews (and the related ad sales)… and in exchange, I bear the responsibility of keeping those conversations in-line with my brand. Hence, our stringent commenting policies because I believe VERY strongly that if your website's full of assholes, it's your fault.
That said, it's started to sink in that readers aren't coming back to blog comments… and really, social media shares are more valuable for me anyway. Here's why…