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What is Social Media’s Shelf Life?

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Virtual Real Estate

We’ve all heard them… You know, the Brokers and agents who disparage the use of technology and more specifically social media in your business practice. The conversation is something to the extent of “Get from behind that computer and go sell!” To an extent I agree. I know that technology is a good venue by which to obtain clients, but it is not the end all, be all of interacting with the consumer. The nature of humanity dictates that we interact with one another; that we have fellowship and contact with another person. If we’ve found a way to combine this need for interaction and the consumer’s desire to use technology to increase their knowledge base, than fantastic! If you really are hiding behind the computer and thinking that the cash will roll in, than you’ve missed the mark.

Study of Human Nature

Social Media is a great asset to a practitioner who has grasped human nature and is actually able to identify a consumer’s need. It’s not a good tool for those who still think that Real Estate is a get rich quick scheme. It requires time and patience to develop the necessary skills and knowledge base to properly execute any aspect of this business proficiently. It’s important to always be studying and researching what is happening in our culture, what trends are developing and how to be on the tip of the sword when it comes to progress. I feel that this is the key element to technology and Social Media in real estate. Is there a shelf life to Social Media? Yes, there is to every good thing; but we simply don’t know what that shelf life is. For some, Open Houses are still an effective means for connecting with clients. Open Houses have been around for generations.

Look to the Future

My advice is to use the tools of here and now, but don’t get stuck in a rut of what “is”, thinking that it is what you’ll need to master and then skate by for the next 20 years. Below is a video called Vision of Students tomorrow that I sometimes use in technology courses. I use it because the students are telling us how they communicate and some of the struggles they have while in college. Many people watch this video and say that it doesn’t apply, since those “kids” can’t buy… Go look at the demographics of buyers today and you’ll quickly realize that these college students will be your buyers in the next 5-10 years. Practitioners need to be forward thinking and while maintaining business today, also be thinking about what they’ll need for to prepare for tomorrow!


Matthew Rathbun is a Virginia Licensed Broker and Director of Professional Development for Coldwell Banker Elite, in Fredericksburg Virginia. He has opened and managed real estate firms, as well as coached and mentored agents and Brokers. As a Residential REALTOR®, Matthew was a high volume agent and past REALTOR® Rookie of the Year & Virginia Association Instructor of the Year. You can follow him on Twitter as "MattRathbun" and on Facebook. Matthew's blog is TheAgentTrainer.com.

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24 Comments

24 Comments

  1. Ben Martin, CAE

    June 17, 2008 at 8:35 pm

    Social media as we know it will cease to exist eventually, but the consumer expectations it is ushering in will not. Even now I’m wondering what’s next. Perhaps it’s a good thing that I’m becoming somewhat bored by facebook, blogging and twitter.

  2. Chris

    June 17, 2008 at 9:08 pm

    I think we have entered an age of constant change. Those who will not adapt to the changes in society will not succeed. The gap between the haves and haves not, will change to who is technically involved and not involved.
    Spring Hill Real Estate

  3. Jayson

    June 17, 2008 at 11:27 pm

    That’s a good video. I’d say social media is here to stay but that social media will change over the years. It looks like the next step is an all inclusive website with social bookmarking, MySpace/Facebook profile pages, search engines, videos, life management tools and much more.

  4. Frank Jewett

    June 18, 2008 at 1:46 am

    Typical naivete. What are they learning sitting here? They are learning how to learn. How far would anyone here have gotten without the ability to learn? Who here learned by flipping through channels on cable television, which was the internet before there was an internet? What percentage of internet surfers regularly use the internet to learn something of value?

    You could download the entire Java platform in minutes, for free. You could find tutorials and tips that would enable you to implement Java to create your own web applications. Hands up all those who plan to make use of that wonderful, totally free resource any time soon? Me neither. I learn in classroom settings because it helps me focus and it keeps me accountable.

    The internet can be a wonderful aid to learning, providing the information of a thousand libraries in a matter of minutes, but those who confuse the internet with learning haven’t been paying attention. The internet is still more like cable TV (or 900-chat lines) than college. The kids who smiled about the number of Facebook profiles they will read and the pages of emails they will compose are the reason we are no longer competitive as a society. Many of them won’t be able to afford homes because they will have wasted their educational years on social networking instead of learning how to learn.

  5. Jennifer in Louisville

    June 18, 2008 at 4:47 am

    Really comes down to staying ahead of the curve – either you are a real estate leader, a follower, or a non-factor. Do old school techniques still work? Sure. Print ads, open houses, etc still have some success. But if you turn a blind eye toward other options, you are a dinosaur waiting to become extinct.

  6. Matthew Rathbun

    June 18, 2008 at 8:29 am

    Benn – Sorry to hear that you’re getting bored, I thought it might be me. I like Twitter, but honestly I am having issues both reading and writing original posts. I think that writing a local blog is much easier than an industry one. The local areas and growing, changing and gossiping. The industry has the same good and bad points that it’s always had.

    Frank – I too, see them as spoiled brats, but so did the generation before us as they reflected. The issue is that their sphere of influence is evolving just as this class is and they’ll be in a workforce with the same mentalities over time. I think the internet has it’s advantages for relaying information, but I still think a good old fashion classroom with a good instructor is the best learning environment. Even movies and TV shows about the future still have kids sitting in classes together. I just don’t think humans (as a majority) will get over their need for interaction… Good points!

  7. Benn Rosales

    June 18, 2008 at 8:33 am

    Fyi, Ben Martin wrote that comment, not Benn 😉

  8. Matthew Rathbun

    June 18, 2008 at 8:40 am

    Whoops! I actually knew that…. it was force of habit 🙂

  9. Bill Lublin

    June 18, 2008 at 8:42 am

    Provoking Post my Commonwealth Chum! 😉

    When I see things like this I feel really old.

    Not because the conversation is so new, but because it is not. The ONLY thing that is constant is change. And the debate over the new versus the old is part of a dialogue that goes back to Socrates complaining about the kids in Ancient Greece. The more things change the more they stay the same –

    I would disagree with Ben, Social Media is a catch phrase for the use of technology to facilitate a process that is as old as man, and a basic part of our herd instinct – networking and communicating. We can’t confuse the medium with the message (regardless of McLuhan’s comment that the medium is the message)- Whether it be parchment, snail mail, e-mail , twitter, blogging, or telepathy Benn will communicate. Though the medium might change, his desire to know more and share what he knows continues. What we do electronically changes the scope and speed of our communications, but not the content as much. And its the content that is most important. Can anyone tell me that Thomas Paine’s “Common Sense” is less important then this post because it was printed on paper? (Please note the nod to the great Commonwealth of Virginia)Or that the Magna Carta had less impact because it was written on parchment?

    I enjoyed the video, but the concept that something as basic as needing to accept change is new is a pain – even though I think its true – I’m just amazed that everybody isn’t aware of it yet – can’t we get the word out?

  10. Frank Jewett

    June 18, 2008 at 12:34 pm

    Matthew, I realize that throughout history, each generation has complained about the decline of civilization even as civilization kept marching forward. At this point in our history, I see a critical difference. We may still have the best universities in the world, but the young people taking full advantage of those universities are immigrants or the children of immigrants. The ability to use the internet to learn Java is real, but the young people using it that way are in Bangalore, not Boston. If you’re trying to look ahead to your client base ten years from now, look at building bridges to highly skilled, highly paid immigrants, because they will be driving our economy. This will be a challenge for an industry that has historically been led by the perspective of old, white men.

  11. Bob

    June 18, 2008 at 1:04 pm

    We may still have the best universities in the world, but the young people taking full advantage of those universities are immigrants or the children of immigrants.

    That has always been the case. We are a nation of immigrants.

  12. Frank Jewett

    June 18, 2008 at 1:11 pm

    Bob, I think you’ll find the split towards immigrants and first generation children of immigrants is more dramatic now than it has been in decades. The post-boomer generations have been complacent.

  13. Bob

    June 18, 2008 at 1:40 pm

    Frank, I think complacent is an apt description. We tend to expect opportunity to land in our lap while others seek it.

    Confucius say, “Man who wait for Peking Duck to fly into mouth will soon starve.”

    I think this applies to the narrow 2.0 mindset of some agents as well. The one that says “If I blog, they will come”.

  14. Frank Jewett

    June 18, 2008 at 4:31 pm

    Bob, several local brokers have expressed frustration with agents whose marketing plan consists of a website and/or blog and waiting patiently by the phone.

  15. Missy Caulk

    June 18, 2008 at 6:24 pm

    Matt, that is a powerful video. As a mother of 3 in college…I would have to agree with alot of it, especially buying those 100 and 200 text books that rarely get opened. Then sell on Amazon for 1.2 price.

  16. Bill Lublin

    June 18, 2008 at 6:43 pm

    We may still have the best universities in the world, but the young people taking full advantage of those universities are immigrants or the children of immigrants.

    SO three out of four of my my Grandparents were immigrants –
    Their children, went to those colleges, My Mom – Pennslyvania College of Optometry, her sisters , University of Pennsylvania, Derexel University,
    Their Children, Penn State, Pennsylvania Academy of Fine Art, Rutgers, Temple University, Princeton University, University of Pennsylvania (again) (and married two immigrants who also attended those schools)
    Their Children; Yale, Princeton, Syracuse, ….
    I think I can stop… these immigrants provided several Doctors, Lawyers, Economists, Business Owners, Professors, Artists, – So what’s the point when you say

    look at building bridges to highly skilled, highly paid immigrants, because they will be driving our economy

    What is new or insightful about that ? The immigrants and children of immigrants in my family helped drive the economy. With the exception of the Native American Population who isn’t an immigrant here? (And even they may have migrated from Asia over the land bridge) –
    Tacky Frank – just tacky

  17. Frank Jewett

    June 19, 2008 at 3:46 am

    Bill, I was referring only to the first generation of immigrants and their children, not every single generation that ever descended from an immigrant. You also seem confused about my purpose, which wasn’t to criticize or denigrate immigrants, but to point out that more recent immigrants are driving the economy.

    Here in Santa Clara County we have a very diverse population. Our organized real estate community is also diverse with Asian, Indian, Hispanic, and other affiliate groups modeled along the lines of affiliate groups like the Woman’s Council of Realtors.

    In my time in the industry, several people have privately questioned the purpose of these affiliate groups, posing the rhetorical question “What would they say if we formed a white men’s association of Realtors?”

    I didn’t have the nerve to point out that such organizations have existed for decades, from NAR to the state and local AORs. Affiliates like WCR formed because the needs of their membership were being ignored by the old white men running the business.

    Perhaps it has gotten better, but insiders tell me that we still have a long way to go and I believe it because the rhetorical question above is a direct quote I’ve heard on more than one occaision.

    What does this have to do with my earlier comments?

    Old attitudes about other cultures aren’t going to be competitive in the 21st century, at least not here in Santa Clara County. People who look down their noses at Asians, Indians, and other recent immigrants are going to be missing out on some of the most talented and successful members of our society.

  18. Bill Lublin

    June 19, 2008 at 3:56 am

    @Frank;
    Point taken – (I unruffle my feathers and apologize for the misunderstanding) – And I would agree with you, but I think that the “New Americans” have always had the best work ethics, because they usually come from harsher environments, and may not have had the opportunity to improve their situations before. Perhaps they are just more appreciative of what a wonderful place we live

    I agree with your comment about Associations. I belong to NAHREP as well as NAR (no I’m not Hispanic, but you don;t need to be to join, I’m just supportive of Hispanichome ownership – Helck – I think everyone should own real estate) The Greater Philadelphia Association of REALTORS is a charter member of NAR founded in 1908. In my time I have seen the first Female President and the First African American President (whose term was the year before mine IN THE 1990’S). And thank Goodness things have gotten some better – but there are savants and fools of every type-

    Guess we just need to keep working at- But it was fun trying to remember everyone’s schools and brag on the family a little bit 😉

  19. Frank Jewett

    June 19, 2008 at 4:04 am

    Here’s the citation I couldn’t find when I first responded to this post:

    “Two-thirds of the Ph.D.s in engineering awarded by U.S. universities went to non-U.S. citizens.” – Forbes

    Tying it back together, the attitude depicted in the video above is not the attitude of an over-achiever being held back by an antequated educational system, but rather the attitude of the spoiled brat who hasn’t made the connection between the ability to learn and the ability to achieve. Such people may well spend a disproportionate amount of their time on Facebook. They are falling behind.

    Am I disappointed? Nope. It’s human nature.

    I’m grateful that immigrants still see this country as the land of opportunity. We need their desire because our own is lacking, as shown by the statistic above. The forward thinking Realtor should spend as much time developing an appreciation for other cultures as she or he does learning how to blog and tweet.

  20. Frank Jewett

    June 19, 2008 at 4:14 am

    Bill, I’m sorry I didn’t take the time to find the Forbes quote when I first responded. It probably would have helped illustrate what I was talking about. My great grandfather used to say “shirt sleeves to shirt sleeves in three generations”, which was his way of describing how work ethic leads to opportunity which leads to success which leads to complacency over the course of a few generations. When I looked at that video, I saw ignorance and complacency. College isn’t about learning to sit in a seat, it’s about learning how to study, analyze, and learn because your ability to do those things will determine your success over the course of your life.

  21. Bill Lublin

    June 19, 2008 at 5:07 am

    Frank – Your Great Grandfather was a smart guy! And I agree completely with your analysis of the college opportunity, but let’s not forget the rest of the experience – football, bars, and parties (I was the Penn State guy obviously!)
    😀

  22. Jay Thompson

    June 19, 2008 at 7:28 am

    Thought I’d add something deep and profound to the conversation here:

    That video kicks ass.

  23. Sue

    June 20, 2008 at 7:50 am

    That was a good video… Obviously those kids are future home buyers and look how they spend their time! I believe its important to keep up with technology. Some of the old school ways work, but the real estate future seems to be constantly changing and evolving. The statistics and comparisons were interesting, really makes you think. I think I got lots more sleep than 7 hours when i was that age…Sad that only 18% of teachers knew the kids name.

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Business Marketing

Simple ways to improve your organic reach on Facebook

(BUSINESS MARKETING) Facebook continues to make businesses and pages pay to play, but businesses still have a shot of improving their organic reach, according to experts in the field.

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Facebook open on laptop with white desk and small potted plant, open to organic reach.

Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!

Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.

Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.

Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.

Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.

This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.

Ask yourself these questions:

  • Are you creating conversations?
  • Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
  • Are you asking your audience what they want and would like to see more of from you?
  • Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
  • Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
  • Are you taking data into account for what content people are responding to favorably and when?
  • Do you ever invest in Facebook ads or boosted posts for important content or events?

Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.

Create Conversations
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.

Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?

Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.

Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.

Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.

When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.

Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.

  • Try a simple question, such as “What would you like to see more of on this page?”
  • Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
  • Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.

Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.

Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.

Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.

Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.

Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).

Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.

Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.

Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.

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Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.

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Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

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Business Marketing

Should your content management system go headless?

(BUSINESS MARKETING) You may be familiar with your typical content management system, but had you heard of a ‘headless’ model? Let’s dig into it together.

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Person using content management system with hands on keyboard and small bit of desktop visible.

At some point, you have probably worked with a content management system (CMS) like WordPress or Drupal. If you haven’t already, you at least know that this computer software is used to manage website content.

But, have you ever heard of a headless content management system before? We didn’t. So, we set out to find out what it’s all about and how beneficial, or not, it can be for your company.

What is headless CMS?

Unlike your classic CMS, headless CMS is a back-end only content management system. It decouples where your content is stored and authored (body) from the front-end where your content is displayed (head).

This CMS isn’t tied to a particular output like a web page. Content is transmitted as data over an application programming interface (API). It’s a content repository that delivers content seamlessly to any device.

Benefits of Headless CMS

More versatile
Headless CMS isn’t your classic “monolithic” CMS so you aren’t constrained to an all-in-one system that might work for websites but not mobile devices.

Content is consumed by customers in more than one place now. Headless CMS provides a more versatile way to deliver multi-channel content to websites, Android and iOS apps, and even IoT (internet of things), like a smartwatch or in-store kiosk.

Businesses will benefit from this because only one back-end is needed to manage and publish content for different services and products.

No need for specialized developers
Developers aren’t tied to a specific programming language or framework. A developer can choose between using Javascript, PHP, Ruby, or any language they prefer.

If you already have a talented developer, you don’t have to scramble to find someone else who specializes in a specific system or language you are moving to. Your current developer can do the job for you in the best way they know-how.

Better Security
Security is important. Not being married to the front-end, headless CMS has a security advantage a regular CMS doesn’t. Usually, content provided to a headless CMS is read-only, and the admin portion lives on a different server and domain.

With the back-end detached from the presentation layer, there is a smaller target area to attack. Also, layers of code can be used to hide the content-delivering API making it safer than a traditional CMS.

Real-time collaboration
With two separate systems, content editors and web developers can work concurrently. This shortens a project’s timeline and helps get your product and services to market quicker. Also, content editors don’t have to spend more time creating the same content for each system. Designers and developers can take care of that.
Downsides of Headless CMS

As with anything, headless CMS isn’t perfect and isn’t for everyone. It has its disadvantages.

More technical
Little technical involvement is called for in a traditional CMS. As a result, the tool can be picked up quickly by almost anyone.

A deeper understanding of CMS, coding languages, and front-end technologies is needed when using headless CMS. You must have a developer that can build the web or app just for you.

Increased maintenance
With the body separated from the head, there are two systems to maintain. Implementation and maintenance could potentially become complex.

Bigger price tag
Building a system from scratch costs time and money. With a traditional CMS, there is one account, and, most likely, one payment. With headless CMS, you’ll have multiple payments for the CMS, a developer, and the infrastructure running your website or app.

Your custom CMS also isn’t coming from a pre-built content management system. All that hard work takes time (and patience) to get it done right.

Conclusion

Headless CMS lets you create a unique user experience and allow for cross-platform publishing, but it isn’t a one-size-fits-all content management system.

Before you jump ships, take inventory of all your content needs. Does your content need to be published on different platforms? Will a simple stand-alone website work for you? Only you can decide what works best with your business, but we hope this information helps.

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