True North Technologies Blog

Facebook, as one of the largest social media platforms, frequently updates its algorithms and features, impacting how users reach their audiences and measure success. Because of the fast-paced updates, it’s important to stay up to date about platform changes in order to keep an effective online presence. Understanding how Facebook updates impact your metrics can help you navigate the world of social media successfully. The Shift in Content Prioritization One of the most notable changes has been Facebook's shift in prioritizing content from your friends over public posts from businesses. This adjustment means that even well-crafted posts from business pages may not reach their intended audiences as expected. As a result, many companies are seeing a decline in organic reach, which directly affects engagement metrics like their likes, shares, and comments. The Rise of an AI-Powered Algorithm Facebook's algorithm is now fully AI-powered and more complex than ever before. It looks at many different factors to determine what content is shown to users, like user's engagement history, post relevance, and user behavior. Each piece of content is assigned a "relevance score," which influences its visibility in the News Feed. Content that fits well with user interests and creates meaningful interactions is favored. Clickbait and Spam Reduction Facebook has added measures to reduce the reach of clickbait and spammy posts in its effort to improve user experience. If your content is perceived as misleading or low-quality, it may be docked in the algorithm. Try focusing on producing authentic and valuable content to avoid falling into this category. Understanding the Click-Gap Metric Another big update we’ve seen is the introduction of the " Click-Gap " metric. This metric assesses the popularity of posts on Facebook compared to their performance elsewhere online. If a post is gaining traction solely on Facebook without external validation, its reach might be limited. Promoting content across multiple platforms will help establish credibility and encourage broader engagement. Plus, you might be missing out on a part of your target audience if you’re not utilizing multiple relevant social media platforms. Content Saturation and Paid Advertising The large amount of content shared on Facebook daily creates a competitive environment where individual posts can easily get lost. As organic reach declines, the importance of paid advertising has grown. Facebook’s promotion of paid posts can decrease your organic reach as well. To make sure your content is seen by the right audience, it’d be a good idea to consider investing in targeted ads. Why Engagement Metrics and KPIs Matter Engagement metrics are key performance indicators (KPIs) that reflect how well your content resonates with your audience. High engagement rates indicate that your posts are being seen and appreciated, offering you valuable insights into what works and what doesn’t. Engagement builds community and brand loyalty within your audience and serves as a KPI for measuring the effectiveness of your marketing efforts. Ways to Navigate Facebook Update Consider using these strategies to navigate the impact of Facebook updates on your metrics: Create Relevant Content: Focus on producing content that encourages meaningful interactions with your audience. Use engaging visuals, informative posts, and storytelling to catch your audience's attention. Use Facebook Stories: Stories are a popular feature that allows for more immediate engagement. Use them to share quick updates, behind-the-scenes content, and promotions to encourage interaction. Engage with Your Audience: Respond to comments and messages to add a more personable touch to your online presence. Ask questions and create polls for user participation. Invest in Paid Advertising: Consider investing in targeted Facebook Ads or other social ads to boost visibility and reach your desired audience, especially when organic reach is declining. Track Performance Regularly: Use Facebook Insights to monitor your metrics closely. Identify which types of content perform best and adjust your strategy accordingly. Data-driven marketing is always more effective! Let True North Refresh Your Social Strategy Understanding how Facebook updates impact your metrics is essential for anyone looking to succeed in their social media marketing. Adapting to changes in the algorithm and focusing on quality engagement will help you navigate your social strategies more effectively. At True North Technologies, we’re here to help you refine your social media strategy and maximize your impact on Facebook. Contact us today and see how we can help you reach your goals!

Maintaining a strong presence on social media is key for businesses of all sizes looking to gain brand engagement. With millions of active users across various platforms, social media offers amazing opportunities for brand visibility, customer engagement, and lead generation. However, managing multiple social media accounts can be overwhelming without the right tools. That's where social media management tools come into play. These types of tools make the process of creating, scheduling, analyzing, and optimizing social media content stress-free, helping businesses save time and maximize their impact. Here are the four best social media management tools to help you elevate your online presence. 1. Loomly Loomly is a versatile social media management tool designed to make the content creation and publishing process effortless. One of Loomly's standout features is its content calendar, which provides users with one centralized place for managing all of their social media posts. Loomly offers a range of tools to help businesses boost their presence on social media like scheduling posts in advance and collaborating with team members. The platform also has analytics features that provide insights into key performance metrics such as engagement, reach, and follower growth. By tracking the performance of their social media content, users can identify trends, refine their strategy, and optimize their campaigns for better engagement. 2. Hootsuite Hootsuite is one of the most popular social media management tools available, and for a good reason. This well-rounded platform allows users to manage all of their social media accounts from a single dashboard, making it easy to schedule posts, engage with followers, and track performance metrics. Hootsuite also offers detailed analytics features that provide valuable insights into audience demographics, engagement trends, and content performance. With customizable reporting options and integrations with popular social media networks, Hootsuite is a must-have tool for businesses looking to streamline their social media marketing efforts. 3. Buffer Buffer is another top-notch social media management tool that simplifies the process of scheduling and publishing content across multiple platforms. With its user-friendly interface and user-friendly scheduling features, Buffer makes it easy to plan and organize your social media posts ahead of time. Whether you're posting to Facebook, Twitter, Instagram, or LinkedIn, Buffer's seamless integration with all major social networks ensures that your content reaches your audience at the optimal times . Buffer also includes analytics tools that provide insights into engagement metrics, follower growth, and post performance, helping you refine your social media strategy for maximum impact. 4. Sprout Social Sprout Social is a comprehensive social media management platform designed to help businesses engage with their audience, monitor brand mentions, and measure performance across various social channels. Sprout Social empowers users to plan, publish, and analyze social media content with ease. The platform provides powerful social listening features that allow businesses to monitor conversations, track brand sentiment, and identify emerging trends in real-time. Whether you're a small business or a large enterprise, Sprout Social provides the tools you need to build meaningful connections with your audience and drive results on social media. Are Social Management Tools Worth It? Effective social media management is essential for businesses looking to maximize their online presence and drive results on social media. By leveraging the power of social media management tools like Hootsuite, Buffer, Sprout Social, and Later, businesses can simplify their social media marketing efforts, engage with their audience more effectively, and achieve their marketing goals without the extra hassle. True North Technologies is committed to helping businesses succeed in the digital landscape , and we believe that investing in the right social media management tools is necessary to unlock your full potential on social media. Are you ready to enhance your social media strategy? Contact True North Technologies today and let us help you maximize your impact on social media!

KPI metrics for digital marketing provide quick, clear data points to see if your online campaigns are hitting the bullseye...

TikTok's foreign ownership and access to personal data has fueled concerns in Congress, possibly leading to a nationwide ban on the app through H.R. 7521 . Let's explore this potential ban’s consequences and see how businesses and marketers can know what to do if or when will TikTok be banned. In recent years, TikTok has exploded as a social media powerhouse for small and medium-sized businesses. Its user-friendly format and massive audience are goldmines for reaching new customers, building brand awareness, and cultivating engagement. However, a political storm is brewing that could threaten TikTok's future in the US. The Bill’s Driving Force U.S. Lawmakers are apprehensive about the potential for a citizen’s data to be accessed by foreign officials through TikTok. This data could encompass a user's search history, precise location, private messages, and viewing habits. ByteDance (TikTok's Chinese parent company) has maintained that user data is stored outside of China and is not subject to Chinese law. However, this claim has been disproven, with some creators' information stored in China as of July 2023. Take this with a grain of salt, as the limited exception only applies to creators who benefit financially from their content. ByteDance’s Two Options If H.R. 7521 is also approved by the Senate and President Biden, the bill would take a two-pronged approach: Forced Divestiture : This option requires ByteDance to sell its US operations to a separate group within a strict six-month timeframe. A Nationwide Ban : If the sale isn't finalized within this period, the app faces a complete ban from operating in the US. A Ban’s Impact on Businesses A ban on TikTok would undoubtedly significantly impact any business with a presence on the platform. Here's how a ban could potentially play out: Limited Reach : With millions of active users, TikTok offers a vast potential audience for businesses. A ban would significantly restrict businesses' ability to connect with these users, potentially stalling their social media marketing in its tracks. Marketing Disruption & Wasted Efforts : Businesses that have poured resources into cultivating a follower base through engaging TikTok content will see those efforts go to waste. If the platform disappears, this disruption could significantly dampen their marketing strategies. Increased Competition : The remaining social media platforms would likely experience a surge in user activity and content creation following a ban. This would lead to intensified competition for user attention, making it harder for businesses to stand out from the crowd. Marketing Lessons from Abroad Several countries, specifically India, have already banned TikTok for different reasons. These bans offer valuable insights into how users and businesses might adapt if the US takes a similar approach: Shift to Existing Platforms : Users may migrate to existing platforms offering similar short-form video features, such as Instagram Reels and YouTube Shorts. Businesses would likely follow suit to maintain audience reach. Rise of New Platforms : A TikTok ban could create fertile ground that empowers entirely new platforms (that specialize in short-form video ) to sprout! However, businesses and marketers must stay vigilant and adapt to these new platforms. Evolving User Behavior : Users may adapt their existing social media platforms to use the same formats as they did on TikTok. But with this change, businesses must keep up with their audiences’ evolving behavior to adjust their content creation strategies. Build a Resilient Social Media Strategy Given the uncertain future, businesses must be proactive and develop a plan B and C if or when TikTok will be banned by: Diversifying Their Social Media Presence : Don't put all your eggs in one basket. Maintain a strong presence across multiple platforms to mitigate the impact of a ban or disruption. Building Brand Loyalty : Focus on building strong brand loyalty with your customers so you can drive traffic to your website . A loyal customer base is more likely to move over to another platform if necessary. Exploring Alternative Platforms : Research and experiment with alternative platforms that prioritize short-form videos. This will help you prepare for a potential shift and identify new ways to reach the same audience. Rising Short-Form Successors However, H.R. 7521 could strengthen the dominance of existing social media giants like Meta. These platforms would likely benefit from a surge in activity following a TikTok ban, giving them even more control over America’s social media landscape. Here are some existing and potential rising platforms businesses should keep an eye on: Instagram Reels : Already a popular feature within Instagram, Reels offers similar short-form video creation and sharing functionalities as TikTok. Many businesses are already leveraging Reels to reach their audience. YouTube Shorts : Alphabet (Google & YouTube’s parent company ) has also entered the short-form video game with YouTube Shorts. This platform offers the potential to reach a massive audience already familiar with the YouTube ecosystem. A simple rebranding to “Shorts” could create a brand-new social media juggernaut. New Entrants : A TikTok ban could create fertile ground for entirely new platforms focusing on short-form video content. Plus, innovative new startups and intrapreneurs will incorporate new AI-enhanced technologies to capture their users’ attention. Or hey, maybe Elon will just come up with the next big thing... Potential Ramifications Beyond the Ban A TikTok ban wouldn't just impact businesses. Here are some potential long-term consequences to consider: Shifting Social Media Landscape : A ban could lead to increased regulation of foreign-owned social media platforms in the US. This could create a complex, potentially restrictive environment for social media companies. Global Domino Effect : Other countries might follow suit and implement similar bans on Chinese-owned platforms. This could lead to a more fragmented global social media landscape. Social Demand Endures : Regardless of the platform, the demand for social media and user-generated content will remain. Users will find new ways to connect and share content, even if familiar platforms disappear. When Will TikTok Be Banned? Time Only Knows At True North Technologies, we understand the challenges businesses face in managing their social media presence. We can partner with you to develop comprehensive social media strategies that can help you: Diversify Your Social Media Presence Build Brand Loyalty Stay Informed Don't wait, contact our superstars today, and let's discuss your social media marketing needs. Take a proactive approach and help your business thrive in our ever-changing social media landscape.

In the pursuit of enhancing their social media presence, a local business recognized the value of our services, and we proudly undertook the task of creating a comprehensive social media marketing strategy. Our approach encompassed graphic design, strategic content creation, and a focus on fostering the client’s professional growth on Facebook. This case study follows the journey of a client who began on a partnership with True North Technologies in March 2022. Over the course of this collaboration, their social media presence has returned remarkable and consistent growth, beginning in March 2022 and extending to the present day. This growth signifies more than mere passive viewership, as it involves active engagement, likes, and followers. Notably, the client's social media account now enjoys an average monthly reach of approximately 14K, with an average of 700 page visits. Social media serves as a valuable channel for establishing a meaningful connection between your company and its customers. Platforms like Facebook facilitate gentle yet effective marketing practices, foster brand awareness, and serve a large contribution to the overall success of your marketing campaign and client/customer base expansion. Before the True North Technologies Partnership To gauge the progress achieved by our client, it was essential to examine their starting point. The accompanying data illustrates the client's performance in the year preceding their engagement with True North Technologies. During the period from March 2021 to March 2022, the client's reach was limited to 5.3K, with no content interactions and 19 link clicks. Additionally, the client received 438 Facebook visits and saw 29 new page likes during this timeframe.

Social media networks have taken the world by storm. Growing alongside the public internet itself, they’re now a multibillion-dollar global industry. Through social media advertising, companies of all scales can leverage these massive platforms to engage with millions of people around the world.

Social media marketing is a broad topic. It means different things to different people depending on their level of knowledge. This basic primer on social media marketing will help you to understand the history, nuance, and value of various interactive online platforms.

In the digital age, few things have been as influential as social media. What began with Six Degrees and Myspace quickly grew into Facebook, YouTube, Twitter, LinkedIn, Instagram, and more. These engaging platforms serve many functions from casual to professional. Small businesses, in particular, use them to reach out and connect with their audiences. Companies can also promote themselves on these platforms for a fraction of the cost of traditional advertising. These are some of the main reasons why social media is so important for your small business.

Social media platforms like Facebook are amazing tools for businesses. Their barrier to entry is low, plus they make it easy to connect with people from all over the world. The toughest part about social media is knowing what to post and when. For instance, as the Facebook user base has grown to nearly 3 billion people , competition on the platform has never been higher. This makes it difficult to stand out from the crowd, especially for brands which are just getting started. If your business page isn’t seeing the reach you’d hoped for, don’t panic. There are many reasons why this may be, and you can certainly do something about it.

Social media platforms like Instagram are great places to start building a brand. The barrier to entry is low, and with over one billion active monthly users, you’re sure to find attentive audiences. In fact, it’s estimated that the number of Instagram users in the United States alone will grow to over 127 million in 2023. The key to success is creating a strategic content plan, posting regularly, and avoiding common pitfalls along the way. The following are some of our top recommendations for branding on Instagram.

Social media platforms like Facebook, Twitter, LinkedIn, and Instagram have revolutionized the way we communicate. They allow diverse audiences to connect with others, share their opinions, and participate in trending global conversations. Businesses large and small also benefit from social media, especially when establishing and promoting their respective brands. As with any new technology, these platforms come with their own unique jargon which may confuse those unfamiliar with the field. Whether you’re a novice marketer or seasoned business owner, understanding important social media terms is essential to leveraging these innovative tools successfully. The following are some of the most crucial analytics and definitions we use to inform our social media decisions.

Popular social media platforms like Facebook and Instagram are some of the best methods to affordably market your brand, business, and services. Unfortunately, they can be incredibly time consuming to maintain, especially if you’re a small business owner also trying to juggle other important responsibilities. Thankfully, there are numerous ways to optimize your social media marketing strategy while reducing the time it takes to accomplish your goals. We have decided to highlight some of our favorite time-saving social media tactics here.

Reputations take years to build and moments to destroy. What others say about brands can directly influence others to become loyal customers. Staying on top of your online reputation doesn't need to be costly or frustrating—it can be managed using some simple tools and techniques.

Internet technologies have significantly lowered the barrier to entry for many industries. For instance, it’s fairly straightforward for one to build their own brand(s) online via social media platforms like YouTube, Facebook, and Instagram. Whether you’re interested in cooking, thrifting, gaming, comedy, politics, content creation, or even graphic and interior design, almost any personal passion can be effectively monetized in the digital age. It’s even possible to launch and operate a successful business from the comfort of your own home office (or couch). The following are a few popular options to consider when it comes to social media selling in 2021.

While websites still form the Internet’s backbone, mobile apps and social media platforms are now starting to take over. Given the vast growth of social networking platforms, it’s worth understanding the value of proper social media management.

The new year is approaching quickly, and while you may be enjoying some down time right now, chances are you’re also eager to get back to work and hit the ground running in 2021. To help you accomplish that, Hootsuite’s latest annual social media report highlights the trends which will influence how you drive traffic to your site, increase app downloads, engage new customers, get to know multiple audiences, and generate leads from your Facebook, LinkedIn, Instagram, and Twitter activity over the next 12 months. Here are a few of the most important points.