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We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

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Page 1: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

We've LostNearly Half OurSocial ReferralTraffic in theLast 12 MonthsB L O G . B U F F E R . C O M

Page 2: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

We've LostNearly Half OurSocial ReferralTraffic in theLast 12 MonthsB L O G . B U F F E R . C O M

Here'sWhat We ThinkIt Means

Page 3: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Social referral trafficto the Buffer blog

Page 4: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

43%

53%

45%

72%

Page 5: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Social referral traffic

Page 6: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

What's happening?

Page 7: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

¯\_(ツ)_/¯

What's happening?

Page 8: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Maybe we need to hire a full-time social mediamanager.

Maybe I'm no good at social media marketing.

Maybe our sharing ratio is off: Too much content,not enough conversation.

Maybe everyone else is failing, too!

Maybe we need to post more often.

Maybe we need to post less often.

Page 9: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Maybe we need to hire a full-time social mediamanager.

Maybe I'm no good at social media marketing.

Maybe our sharing ratio is off: Too much content,not enough conversation.

Maybe everyone else is failing, too!

Maybe we need to post more often.

Maybe we need to post less often.

??????

Page 10: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

¯\_(ツ)_/¯

We don't know ...

Page 11: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

... but here's an idea.

Page 12: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Content Crush&

The Future ofSocial Media

Page 13: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Every time someone visitsthe Facebook News Feed

there are on average

from friends, people theyfollow and Pages.

1,500 potential stories

Page 14: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Content Shock

We've passed the point where contentconsumption has peaked and content

creation has continued taking off.

@markwschaefer

Page 15: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means
Page 16: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Enter the Algorithm.

Page 17: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Automated software that tracks eachuser’s actions to serve them the posts

they’re most likely to engage with

Page 18: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Social networksare adapting

to changing content

Page 19: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

We're failing on socialmedia because we're

failing to adapt as fast asthe social networks are.

Page 20: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

I see a couple roadsforward

Page 21: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

1. Pay for Reach

Page 22: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

For $5, we can reach 800more people on Facebook -less than a penny a person!

Page 23: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

2. Get better atconnecting with

an audience.

Page 24: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

What if ...we had a Twitter feed so compellingthat people wouldn't just hope our tweets showedup in their timeline but they would go directly totwitter.com/buffer all day every day to seeabsolutely everything we tweeted?

Page 25: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

What if ...we had a Facebook page that felt souniquely valuable, personal, and intimatethat our posts arrived in the News Feed asfrequently as birthdays and babyannouncements?

Page 26: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Here's What We'reExcited to Try

Page 27: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means
Page 28: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

DES I GN

BEAUT I FU L ,

SHAREAB L EV I SUA L S

B L O G . B U F F E R . C O M

Page 29: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Share, just because.

Page 30: We've Been Failing on Social Media for 2 Years. Here's What We Think It Means

Get the Full Posthttp://bit.ly/traffic-fail