In my post, They Just Don’t Understand, I suggested the CMA was off base with their idea of announcing the acts for the CMA Music Festival on Facebook. Steve Moore of the CMA had issued a news release indicating people should “join the fan page to get the news first in your Facebook news feed.” Experienced Facebook marketers know the fallacy of that plan.
Without a relationship or relevancy between the CMA and their new fan, it would be virtually impossible for that information to make it in a news feed. It’s the reason why certain items from your cousin or children appear in your news feed higher than other less important content. It’s one of the most proprietary functions the Facebook news feed has. There’s a patent application for the formula either sitting in the patent office or granted to Facebook. It is THAT important.
I cringed at the CMA announcement. My fear was they were selling something that would not and could not come true. So I put together a little real world experiment to follow the CMA marketing attempts.
I had not, for whatever reason, become a fan of the CMA Facebook page when Moore made his announcement. So I joined. Now admittedly I might be a little bit of an unusual CMA fan. Not many fans program country music radio stations or have country artists on the friends lists, so I thought I might make it through the algorithm Facebook uses.
Today was February 8. Nothing from the CMA in my news feed. A quick random check of Facebook fans of the CMA who are also friends of mine revealed less than 20% of them got the information as well. Full disclosure, many of these friends were had a relationship previous to mine with the CMA and thereby would be MORE likely to get a news post from the CMA.
Maybe the point was to get new fans and increase engagement. Let’s see how that played out. February 1, the CMA had 299,159 likes. February 8, 300,974. The increase was 1,815 fans. Not bad. A less than 1% increase though in a week doesn’t seem very large. Most radio stations Facebook pages I work with have greater than 1% per week in their markets. You could probably buy that traffic more efficiently.
How about engagement? Those who read SRP occasionally know that a .5% engagement number is a huge number. So what do we think the CMA got with their major announcement. 629 responses of some nature, either likes or comments were recorded. I’m handicapped a bit here by not being an admin of the CMA site. I’m working from the assumption impressions of the post are equal to the “likes” on the CMA page.
The engagement number is .02% or about 1/25th of what a good post would be.
I’m not trying to dog the CMA here in the marketing effort. The point is Facebook is NOT easy. There are specific ways to use it properly. I’ll cover exactly how you can avoid an error like this at the Albright and O’Malley Pre-CRS seminar March 1 in Nashville. The event is free but invitations are required.
E-mail Jaye (jaye at albrightandomalley dot com) or Mike O’Malley (mike at albrightandomalley dot com ) for an invitation.