Absolutely!
Here is an experiment done at the end of last year by Clover Media Founder, Eddie Garrison.
Facebook has even shared details on how the mathematical equation scores content. It can be found here. "The algorithm" is more complex than definitive statements because it constantly collects millions of data points from individual users. Then, it takes that information (about each person and what they're more likely to click on, like, share, comment on, etc.) and populates a feed for them. This is why marketers and marketing agencies say you should create content with a people-first approach.
Buffer, a leading social media marketing agency, also published an article on this topic, citing engaging posts as the number one factor for appearing on user's timelines.
Light Span Digital found that posts without links did see more engagement, but brands shouldn't put links in the comments because "One is that placing a link in a comment seems like a hard sell, something brands are careful to avoid. Another is that it may look like the brand did not take the time and effort to create content for the platform, something a brand never wants to be accused of. Also, on mobile devices, posts are often shown without comments for ease of scrolling. A link wouldn't catch attention. "
Light Span goes on to say, "The important thing to remember is that if you want high Facebook engagement rates, simply linking to your content is not the most effective way to gain traction. Dedication to creative approaches on the platform itself will pay off in the long run."
So, the issue isn't necessarily links; it's a variety of factors at play -- which is what my original post aimed to say in a more brief format.
If your goal is actually to receive donations, you don't want the decision to donate to be a hunt for the user because they won't follow through. Donations and other emotionally driven buys are impulsive decisions... so you want them to be easy for the user and an action they take the moment they see the content. If not, the audience isn't likely to donate because they will see another piece of content and be on to the next thing. Marketing and social media are largely about human psychology. I think too often we get caught up in the technical side and forget it's people we are trying to reach, people we are talking to, and people we are trying to convince at the end of the day, not a computer reading a database of numbers. 😊
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Tiffany Ditto
Director of Marketing and Communications
Texas Coalition for Animal Protection
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Original Message:
Sent: 09-05-2023 06:33 AM
From: Amanda Gray
Subject: To URL or not to URL?
I really wish that were the case, but in order to improve our engagement I do think it's important to look at what the research says drives visibility and engagement on social media posts.
It seems that there have been some studies done on what the engagement looks like with and without links and it does appear that adding links decreases engagement by 50%. If you have evidence contrary to this, I would love to see it!
https://www.socialinsider.io/blog/link-in-facebook-comment/
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Amanda Gray
Fundraising and Grants Manager
Operation Liberation
Original Message:
Sent: 09-05-2023 06:21 AM
From: deirdre jack
Subject: To URL or not to URL?
Thanks, Tiffany~ the social media sessions I attended at the Best Friends National Conference provided different advice. I guess it's all about testing your options with your audience and determining what works best.
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Deirdre Jack
Lone Star Bulldog Club Rescue
dfwbulldogrescue.org
Original Message:
Sent: 09-05-2023 06:15 AM
From: Tiffany Ditto
Subject: To URL or not to URL?
Hi there!
My name is Tiffany Ditto and I have years of experience in Digital Marketing and a MS in Digital Communication Analytics. Technically, all social media platforms aim to keep you on the platform and engaging with more content for longer because they make more money off of ad revenue this way and have the opportunity to learn more about you (remember the content is not the product, you are.). However, I wouldn't invest much stock in the "algorithm not liking links." Facebook and other platforms value engagement over everything else. So, the more people comment, like, or share your post, the more they will show it to a wider audience. The algorithm is simply a statistical/mathematical equation that assigns a value to each of the aforementioned actions. The platform doesn't care what type of content it is, as long as people find it engaging. You would do yourself more of a disservice not to put a link in your posts.
I never recommend making a post to appease the algorithm. It won't perform well because you're creating something without using a human-first approach. You won't get many donations, website visits, adoptions, etc., if it's too hard for the audience to find the thing they are searching for or if there are too many steps involved. Think about the type of content you click on while online, what type of photos you look at, and what type of videos make you stop and watch the whole thing. Create that type of content.
I hope that helps!
#Marketing #Social Media
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Tiffany Ditto
Director of Marketing and Communications
Texas Coalition for Animal Protection
Original Message:
Sent: 09-03-2023 07:37 AM
From: deirdre jack
Subject: To URL or not to URL?
Social media question, friends!
For the pesky Facebook algorithms, we know we should avoid adding URLs to our posts.
But how do you handle scheduled posts that "need" a URL?
We're prepping for a one-day donation drive that's managed by a third party, so supporters have to go to a special site to donate, not our own.
Any thoughts, ideas, suggestions?
Thanks in advance!
#MarketingandSocialMedia
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Deirdre Jack
Lone Star Bulldog Club Rescue
dfwbulldogrescue.org
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