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Should you use Facebook or Google+?

When any new tool is introduced to professionals, the age old question is “which do I use now!?” Let’s take a look at combining these tools, not choosing.

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Google+ came out and confusion hit

Ever since Google+ entered the social media sphere several months ago, there has been a running debate and argument amongst industry experts all over the country. Facebook or Google? Which one is better? While similar in purpose, the reality is that both have something different to offer today’s small business.

Instead of arguing over which one is better and superior to the other, it would really be wiser to think about how you can use the two sites together to grow your brand’s exposure. All it takes is a little strategizing.

The benefits of both sides

For all-intensive purposes, I should first explain the benefits of both sites. Facebook, being the powerhouse that it is, serves the “social” function much better than any other site of its kind right now. The most people are on it, and the fact is that it gets used more often and frequently than any other social networking site. For that reason, you need to be active on Facebook and use it as an interactive tool. This is the site you will want to go to for the actual engagement involved in your marketing. This is the site that will allow you to build relationships with those who are interacting with your brand and hopefully convert them into clients.

Google+, on the other hand, is beneficial for building your SEO and showing up higher on the search engine rankings. The profiles and business pages on Google+ allow you to hyperlink to other elements of your online presence within your description and about me sections as well as provide a great sidebar outlining links to all other aspects of your brand online.

The more time you spend making your Google+ profile as optimized as possible, the more that information will be indexed into Google’s engine and the more likely it is that you will move up the search engine rankings. This is the benefit of using a Google-based platform. One more thing: if other Google+ users connect with your page on the site, then the next time one of their contacts searches for people in your industry on Google, your business will come up with their friend’s pictures underneath it. It’s the smart way to build your brand’s exposure.

Now, here is how to use them together

So there you have it. Facebook is best for interacting and engaging. Google+ is best for SEO and exposure. Both provide different benefits. Now it’s time to figure out how to use them together:

Post more frequently on Facebook, but keep Google+ populated too. You’re going to want more interaction on your Facebook page, so it makes sense that you’d post there every day and keep the content eye-catching and engaging. With that being said, you don’t want to create an optimized Google+ profile and business page and leave it sitting there. You want to focus your Google+ pages on promoting your brand, driving traffic to other elements of your online presence and posting engaging content a few times per week.

Make sure your Facebook fans are also giving your Google+ profiles the “+1”. The more people who connect with you on Google+, the more likely it is that your business will show up on page 1 of the search engine result pages. Remember, Google is starting to incorporate the “social factor” into their search results, so people will see the websites of those who their friends “recommend” via the Google+ platform.

Once you start utilizing both of these platforms for their strong attributes, you will find that social media can boost both your SEO and your engagement, which leads to more online traffic and business. Instead of partaking over which social media site is superior, use both for what they can do to take your online marketing efforts for the next level.

Carrie Gable & the Real Estate Virtual Assistant team at RealSupport, Inc. work virtually for many top real estate agents & brokers nationwide, offering marketing campaigns, branding, website & logo design, listing marketing efforts, lead management, technical support, marketing presentations, social media setup & management, copywriting, blogging and much more.

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5 Comments

5 Comments

  1. hugorealtor

    June 18, 2012 at 2:21 pm

    @REALTORdotcom @agentgenius Google+ ? We keep it updated because we feel “we have to” but it’s not a fun environment.

  2. imrphoto

    June 18, 2012 at 4:05 pm

    @JulieAnnHolden their purposes are intense, perhaps? XD

  3. scottkatvogeds

    June 19, 2012 at 7:15 am

    facebook is really far best them google+

  4. Jack Cassedy

    June 19, 2012 at 2:34 pm

    Google+ is good for SEO. Unless your target market is pretty strictly Google employees or internet marketers, you’re probably wasting time on Google+.

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Social Media

Instagram announces 3 home feed options, including chronological order

(SOCIAL MEDIA) Instagram is allowing users to choose how their home feed appears so they can tailor their own experience… and chronological is back!

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Instagram home feed options

Break out the bottle of champagne, because they are bringing back the chronological order in Instagram!

About time, right? Well, that’s not all. Per Protocol, Instagram has announced that they are rolling out three feed options in the first half of 2022. What?! Yes, you read that right.

3 New Feed View Options

  1. Home: This feed view should feel familiar because it’s the algorithm you already use. No changes to this view.
  1. Favorites: This feed view option presents a nice and tidy way to view creators, friends, and family of your choosing.
  1. Following: Last, but not least, is my favorite re-boot, the chronological view of every account that you follow.

Per Protocol, recent legal allegations have been made that Instagram and Facebook have been prioritizing content viewed as harmful in the algorithm and specifically in Instagram. Instagram is widely believed to be harmful to teens. Per the American Psychological Association, “Studies have linked Instagram to depression, body image concerns, self-esteem issues, social anxiety, and other problems”.  They have been under scrutiny by lawmakers and in response are posing the chronological feed as a solution.

However, this won’t fix everything. Even if the algorithm isn’t prioritizing harmful posts, those posts will still exist and if that account is followed it can still be seen. The other issue with this solution is the knowledge that unless Instagram lets you choose your default feed view, they could still cause the algorithm view to be the automatic view. Facebook doesn’t allow you to make the chronological feed your default view. This means you would need to choose that view every time. This bit of friction means there will be times it is overlooked and some may not even know the functionality exists. Knowing this information about Facebook, prepares us for what’s to come with Instagram. After all, Facebook, or Meta, owns both.

While as an entrepreneur, the chronological view excites me, I know the reality of it being used is questionable. I would love to know others can see the products and services I offer instead of hoping that Instagram finds my content worthy to share in the algorithm.

As a human being with a moral conscience, I have to scream, “C’mon Instagram, you CAN do better!” We all deserve better than having a computer pick what’s shown to us. Hopefully, lawmakers will recognize this band-aid quick fix for what it truly is and continue with making real changes to benefit us all.

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Facebook’s targeting options for advertising are changing this month

(SOCIAL MEDIA) Do you market your business on Facebook? You need to know that their targeting options for ads are changing and what to do about it.

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Laptop on lap open to Facebook page representing ad targeting.

Meta is transforming Facebook’s ad campaigns beginning January 19th. Facebook, which has been infamously battling criticism regarding election ads on their platform, is revising its limited targeting ad campaigns. Per this Facebook blog post, these changes eliminate the ability to target users based on interactions with content related to health (e.g., “Lung cancer awareness”, “World Diabetes Day”), race and ethnicity, political affiliation, religious practices (e.g., “Catholic Church” and “Jewish holidays”) and sexual orientation (e.g., “same-sex marriage” and “LGBT culture”).

These changes go into effect on January 19, 2022. Facebook will no longer allow new ads to use these targeting tools after that date. By March 17, 2022, any existing ads using those targeting tools will no longer be allowed.

The VP of Ads and Business Product Marketing at Facebook, Graham Mudd, expressed the belief that personalized ad experiences are the best, but followed up by stating:

“[W]e want to better match people’s evolving expectations of how advertisers may reach them on our platform and address feedback from civil rights experts, policymakers, and other stakeholders on the importance of preventing advertisers from abusing the targeting options we make available.”

To help soften the blow, Facebook is offering tips and examples for small businesses, non-profits, and advocacy groups to continue to reach their audiences that go beyond the broad targeting of gender and age.

These tips include creating different types of targeting such as Engagement Custom Audiences, Lookalike Audiences, Website Custom Audiences, Location Targeting, and Customer Lists from a Custom Audience.

Here’s the lowdown on how it will happen.

Per the Search Engine Journal, changes can be made to budget amounts or campaign names without impacting the targeting until March 17th. However, if you go to change the ad set level that will then cause changes at the audience level.

If you need to keep that particular ad to reuse, it may be best to edit the detailed targeting settings before March 17th in order to ensure you can make changes to it in the future.

I believe it was Heraclitus that declared change is constant. Knowing this, we can conclude other social platforms may follow suit and possibly adjust their targeting in the future as well.

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Hate speech seemingly spewing on your Facebook? You’re not wrong

(SOCIAL MEDIA) Facebook (now Meta) employees estimate its AI tools only clean up 3%-5% of hate speech on the platform. Surprise, Surprise *eye roll*

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Facebook being crossed out by a stylus on a mobile device for hate speech.

As Facebook moves further toward Zuckerberg’s Metaverse, concerns about the efficiency with which the company addresses hate speech still remain, with employees recently estimating that only around 2% of offending materials are removed by Facebook’s AI screening tools.

According to Wall Street Journal, internal documents from Facebook show an alarming inability to detect hate speech, violent threats, depictions of graphic content, and other “sensitive” issues via their AI screening. This directly contradicts predictions made by the company in the past.

A “senior engineer” also admitted that, in addition to removing only around 2% of inappropriate material, the odds of that number reaching even a numerical majority is extremely unlikely: “Recent estimates suggest that unless there is a major change in strategy, it will be very difficult to improve this beyond 10-20% in the short-medium term.”

The reported efficacy of the AI in question would be laughable were the situation less dire. Reports ranging from AI confusing cockfights and car crashes to inaccurately identifying a car wash video as a first-person shooting are referenced in the internal documents, while far more sobering imagery–live-streamed shootings, viscerally graphic car wrecks, and open threats of violence against transgender children–went entirely unflagged.

Even the system in which the AI works is a source of doubt for employees. “When Facebook’s algorithms aren’t certain enough that content violates the rules to delete it, the platform shows that material to users less often—but the accounts that posted the material go unpunished,” reports Wall Street Journal.

AI has repeatedly been shown to struggle with bias as well. Large Language Models (LLMs)–machine-learning algorithms that inform things like search engine results and predictive text–have defaulted to racist or xenophobic rhetoric when subjected to search terms like “Muslim”, leading to ethical concerns about whether or not these tools are actually capable of resolving things like hate speech.

As a whole, Facebook employees’ doubts about the actual usefulness of AI in removing inappropriate material (and keeping underage users off of the platform) paint a grim portrait of the future of social media, especially as the Metaverse marches steadily forward in mainstream consumption.

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