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Marketing & PR Tips to Gain Exposure: From Editors in Westchester

We recently had the opportunity to speak on a panel with some of our favorite editors over at Westchester Magazine and Westchester Home on Social Media and PR tips for increasing exposure. If you are looking to increase exposure for your business or get published, be sure to read some of these great tips we went over on our panel!

Tips provided by Nancy Claus, Halina Sabath and Ana Mantini of Westchester Magazine and Kris Ruby of Ruby Media Group

How to get Published in a Magazine

Top 10 Tips

  1. Create a website
  2. Research target publications
  3. Secure homeowner releases
  4. Determine the correct editor
  5. Email your pitch
  6. Write concise subject line, including location of property
  7. Send your pitch to only one publication at a time
  8. Consider staging and composition with photography
  9. Send image files in the correct format
  10. Enter design contests for wider exposure

First Things First

Show, Don’t Tell: Architecture is a visual business and you must have a web presence. There are simple programs available so you don’t need to understand code to design a serviceable and attractive site.

Research & Pitch Accordingly

To get published, start with doing background research. Get copies of the publications you’d like to appear in and study them. Focus on ones that already publish the type of architecture you specialize in.

Separation of Church and State

Many people believe that they need to advertise in a publication in order to be featured in it. You don’t. Editorial and advertising are completely separate.

Homeowner Releases

Make sure the homeowners are comfortable with the idea of having their home published in a magazine before you pitch it to an editor.

Meet the Editor

Use emails rather than phone calls or regular post for your first contact with an editor. Check the masthead for the correct person to send your info to. Explain the project in the subject line: Pleasantville Mid-century Modern Remodel, Bedford Arts and Crafts Bungalow, Beachfront Contemporary in Rye.

Exclusivity

Do not send multiple pitches to different publications.

Photography 101

While you don’t need to hire an expensive photographer to shoot your project, you do need to send images that show off your project in it’s best light. Editors can use your cell phone photographs as scouting images, and then send their own photographer to shoot your project if it is selected.

How to Send Images

Jpeg? Tiff file? Hi res? Low? No, this isn’t a foreign language, just standard formats for sending images. Hi res is required for print publication, but the huge files can clog—or crash—an editor’s inbox, so consider sending images via Dropbox or other cloud sharing site; burning images on a CD or copying to a flash drive are also good methods of transferring files.

Getting Award Winning Images

At some point you will want to hire a professional to shoot your work. How to choose one? Again, look at the magazines and see whose work resonates most strongly with you.

Enter Design Contests

Think of it as a good discipline to organize your work with a bonus of free publicity if you win. Even if you don’t win an award, editors keep the designs we like on file for consideration for future stories.

How to Leverage Social Media to Build your Business

TOP 10 SOCIAL MEDIA TIPS

  1. Establish a social media strategy
  2. Define your target audience
  3. Figure out what story you want to tell
  4. Stop selling
  5. Create an execution plan
  6. Launch and engage
  7. Publicize availability
  8. Use social media to leverage PR hits
  9. Measure results
  10. Tweak campaign for maximum results

STRATEGIZE

Social media is an extension of corporate branding. In order to ensure maximum results, your social media strategy should be in alignment with your business objectives. Be able to identify the message you want people to take away from your company in one sentence. The best social media campaigns fit in alignment with an organization’s corporate communication objectives and strategic initiatives.

MICRO-TARGETTING

Who is your ideal target audience? Who are the industry leaders you would like access to? Leverage social media as a PR tool to initiate the conversations within your industry.

TELL BETTER STORIES

Understand your brand’s story and tell it. One of the biggest mistakes brands still make on social media is using social channels as a promotional tool versus a storytelling tool. Understand what story your brand is trying to tell, and use social media as a way to tell the story. Every post every day should be a different way to tell the central story. There is a direct correlation between positive brand story telling and user engagement.

STOP SELLING

Social media is inherently about branding to a focused audience.  It is about the ability to quickly get in front of prospects, current clients and leads, and to establish an online relationship with them and build customer engagement.  Social media marketing differs from traditional marketing in that it does not focus on immediately establishing the value of your services or products, but rather it is about establishing you as an icon and thought leader in the industry—to create an awareness of your name and brand.  It is not a specific advertisement for a given product or service—it is about brand engagement.

READY, SET, GO!

A Campaign is only as good as its execution plan. For example, lets say you work with your team to develop a strong plan. The team has drafted a content calendar, created a custom media list of influencers and distributed it to reporters. Success! A blogger calls one of your internal employees to ask about the release you just put out. Problem—the person managing the social media account is not the person who is directing marketing. All of this could be avoided with a tactical Social Media Process plan.

SOCIAL MEDIA DRIVEN PR

The best PR campaigns are those that are cohesively integrated between social media and public relations. Social media should be used to complement a PR campaign to drive continued media exposure and interest of editors for your business. Utilize social media to share press placements, connect with bloggers, and get on the radar of editors while executing multi-platform PR campaigns. Use social media such as Twitter to search for and pitch journalist queries in real time and build an ongoing relationship with reporters. One of the best ways to get a journalist to read your pitches is to engage with them on Twitter. Take a vested interest in what they write and re-tweet content that you find useful. Furthermore, use social media to research the beat they cover before you pitch them.

USE SOCIAL MEDIA TO LEVERAGE PRESS HITS

So you recently secured a major press hit. Now what? Here are RMG’s top tips to maximize the buzz into long term exposure and more hits.

  • Share the press link on your company’s social media networks
  • Thank the writer and outlet and include both handles in your social media posts
  • Create a clipping of the press hit and include in your electronic media kit
  • Add the press hit to your company’s web site
  • Order a plaque of the press hit (if it is a feature article) and prominently display in your office
  • Share the press hit with clients that may benefit from the content shared in the article
  • Send the article to other outlets that may want to do a follow up story
  • Pull out the best quotes written about your company by the writer and share in your media kit.

MEASURE

The best way to re-engage fans is to measure what is working, what your fans really connect with. One mistake brands make is getting lost in the editorial content calendar shuffle. They are so obsessed with posting and keeping up with the social media rat race that they forget to actually measure what’s working. Pause. If you are not continually measuring what has the greatest impact with your audience, you will lose followers, and it will ultimately damage the value of the community you are trying to create.

Westchester Social Media and PR

Westchester Magazine teamed up with Murphy Brothers and Ruby Media Group to present a seminar on publishing, advertising, and social media at Westchester Magazine’s Headquarters in Rye, NY. 

 


5 Social Media Mistakes to Avoid this Summer

  1. Remember who you are connected with digitally before you post, share, pin or tweet. One of the biggest mistakes people make on social media is posting extravagant party photos on weekend getaways and forgetting that their colleagues and/or clients can see it. If you want to broadcast how well you are doing and that you are “living the high-life” be prepared for co-workers at home to expect you to live up to the same expectations. Drinks on you!
  1. Don’t over check-in. If you are connected to clients on your social media profiles and check in 15 plus times this summer gallivanting around the Hamptons or a tropical island, be prepared to have people ask if you did any work at all this summer. Sometimes, less is more with check-ins.
  1. No one likes a bragger. Guest of a Guest recently captured the phenomenon of people taking photos of their feet while lounging at the pool out East, the “Footside Humble-Brag” shot. It’s okay for major holidays out East, but don’t overdo it.
  1. Hashtag appropriately! Want to show off your summer style? Hashtag the designers you are wearing from head to toe. If you are lucky, they may even follow you back!
  1. Tagging Etiquette. Ask people if they are OK being tagged in your photos on Facebook before blasting a photo of them from the latest charity event. People appreciate being asked, and if you don’t ask before tagging, you may find your friend or follower count quickly dwindling.
Social Media during summer

Fusing social media and PR to succeed

Published in Westchester & Fairfield County Business Journal

To read the full article, click here 

When Ruby Media Group was founded five years ago, social media and PR were still viewed as different service categories for businesses. Executives wanted to jump on the social media bandwagon and were interested in either PR or social media.

Today, there are numerous social media companies all over this region, and all of the traditional PR agencies have added social media as one of their integral service offerings.

The agency model of the future is one that seamlessly combines social media and PR. Agencies that continue with the old model of only being a social media agency (without PR) or a PR agency (without social media capabilities) will be left behind. Today, clients want a full-service approach. From content creation to promotion and distribution, clients want one agency handling their social media and PR needs.

The top PR and social media changes over the past five years include:

• Social Driven PR: The days of “cold” pitching are dead. Social Media has changed the pitching process. Journalists now want to put a face to the avatar. Agencies that embrace the social driven PR model understand how to leverage these tools to get maximum exposure. With the plethora of data available to PR practitioners today, one of the biggest ways to get ignored by journalists is not to read what they write on social media. It is better to pitch a story to a journalist based on what they are writing about in that moment vs. pitching something that is not relevant to what they are covering.

Data Analysis: Five years ago, executives wanted to know “What is social media and should I use it?” Today, executives want to know, “What is my social media content strategy and how can I maximize it to increase campaign results?” Expectations of social media measurement and analytics have also increased. Clients want to see an ROI (return on investment) on all social media and PR spends. Calculating media impressions, Facebook fan likes or website visits is not enough to stay competitive today. Social media and PR campaign goals must be linked to overall business objectives to create maximum results. Agencies that fully embrace this model will win in the new economy.

• Social Strategic Planning: The most effective campaigns today link back to an increase in overall business growth. For example, a successful campaign could be measured by an increase in new diners, members or customers by X percent. The best way to measure this is through benchmarking and data analysis. The expectation of PR practitioners as “data analysts” has become standard. Benchmarking is critical in determining campaign results.

• Interactive Sponsorships: From a PR and advertising perspective, there has been a big shift in client’s expectations on ROI of sponsorships. It is no longer enough to purchase a sponsorship to “get the brand out there.” Clients want to strategically align their brands with event sponsorships that link back to an increase in business. The sponsorship model of the future will be more interactive and give clients an opportunity to engage directly with prospects vs. standing behind a table collecting leads. The most effective sponsorships will embrace the new mindset of Westchester Executives and understand how to meet their needs.

• Traditional is back: We are seeing a renaissance back to traditional media. There is inherently more “trust” in the editorial offering of print based outlets vs. digital. With everyone as their own publisher, executives yearn for the fact checking that comes along with traditional media. High profile media mentions in print publications are still extremely important.

The old agency model is dead. Social media has become commoditized. The agencies that will win in social are those who are leveraging talent with strong journalism and graphic design skills. Content is king and the medium has become more visual. Look to hire former journalists or graphic designers when hiring social media content managers. Journalists know how to write copy that is compelling and elicits feedback from fans. Agencies that will win in the new economy will fully embrace an integrated, 360-degree approach to social media marketing and brand development.

Kristen Ruby is the CEO of Ruby Media Group, a full service public relations and social media agency in Westchester, Greenwich and Manhattan that is now 5 years old. Ruby Media Group specializes in creating strategic, creative and measurable PR and social media campaigns. For more information, visit rubymediagroup.com.


How to Leverage a Press Hit

So you recently secured a major press hit. Now what? Here are RMG’s top tips to maximize the buzz into long term exposure and more hits.

  1. Share the press link on your company’s social media networks
  2. Thank the writer and outlet and include both handles in your social media posts
  3. Create a clipping of the press hit and include in your electronic media kit
  4. Add the press hit to your company’s web site
  5. Order a plaque of the press hit (if it is a feature article) and prominently display in your office
  6. Share the press hit with clients that may benefit from the content shared in the article
  7. Send the article to other outlets that may want to do a follow up story
  8. Pull out the best quotes written about your company by the writer and share in your media kit.
Leverage a Press hit

How to Use Social Media to Effectively Leverage Your Brand

Ruby Media Group was recently featured in an interview on Reputation.com giving business owners advice on how to effectively use social media to leverage your brand. Click here to read the full interview for helpful social media tips for your business. We were also excited to share some history on the company. Thanks Reputation.com for featuring us!

Use Social media to effectively leverage your brand.
Interview Reprint
Published by Reputation.com
Posted: Saturday, February 11, 2014

What should your company be doing on social media to attract potential customers and clients in the New Year?

Think visually, says Kris Ruby of PR and social media marketing firm Ruby Media Group.

“The future of social media marketing is more visual storytelling,” she adds. “As we have seen with the popularity of Instagram and the changes with the Facebook timeline for brand pages, there is an increased shift to tell the story through compelling graphics and not text.”

We recently checked in with Kris to get her take on how to use social media to effectively leverage your brand.

What should we know about you?

My name is Kris Ruby and I am the president of Ruby Media Group, a public relations and social media company in Westchester, Greenwich and Manhattan. I graduated from Boston University’s College of Communication with a degree in PR and started my company shortly after graduating. I have been in the business for more than five years. We have clients in a variety of industries. I am also a frequent TV contributor on all things social media and tech trend related on FOX, ABC’s “Good Morning America” and countless other networks.

Tell us about Ruby Media Group. When and why did you start the company?

I started the company because I wanted to help business owners expand their social media presence. A few years into the business, I was hired to do PR for the launch of a new retail store in Westchester County. Shortly after, many other businesses began coming to Ruby Media Group for PR services. I realized I had a great penchant for PR as well as social media and wanted to help companies publicize themselves in integrated ways utilizing new media.

What sets you apart from other PR and social media agencies?

What sets Ruby Media Group apart is our integration of PR and social media. We use social media as a tool for PR, rather than as a vehicle for it. There is a big difference. We believe that by leveraging a client’s social media, we can help them get more PR hits for the right stories to get the word out.

We see social media as an integrative part of a client’s PR strategy. Every time our clients get press hits, for example, we share their press hits in a custom PRESS album we created for them on their Facebook pages.

The other big difference from a social media perspective is the creation of customized content for our clients’ marketing strategies. We spend a great deal of time every month creating custom editorial content calendars for our clients.

How did you get to be such an expert on social media?

By the time I graduated, I had 13 internships in the communications field at some of the top companies including E! Entertainment, CBS Domestic Television Distribution, Morgan Stanley, Sirius Radio and countless others.

While I was a student at BU, the PR curriculum was changing to integrate social media. My case studies in the field when I started my company helped me to become an expert. I like to think that we continue to become experts on a daily basis in whatever field we are in, and that this is a process that continues to grow as the industry changes.

An “expert” is not a status to aspire to, rather, it is a journey in your field that you grow with as the industry changes. I think there are a lot of people out there who throw this term around loosely without truly achieving “expert” status at any one thing, only the next “hot thing.” I was behind the social media revolution from the beginning. I understand the technology and am also part of the digital revolution.

What excites you about using social media to grow business?

What excites me is leveraging social media to help build a business’s brand presence. I get excited when my clients get press hits. Nothing in this world excites me more than getting a Google alert with my client’s name in it. I immediately start pasting up the press clipping for them and share the press hit. I love the feeling!

What do you think are the most common mistakes business owners make when it comes to social media marketing?

I think one of the most common mistakes business owners make when it comes to social media is they make it all about themselves or their company. They forget to make the content engaging and make it too self-promotional.

I also think business owners are not careful enough about what they post. For example, I have seen one company post a photo of a whiteboard where if you zoom in you can actually see a client’s name and the cost next to it. I have also seen a company boast on Twitter about how much their revenues grew this year. I don’t think that’s good marketing. Client confidentiality should be kept intact, and certain things are not meant to be posted.

The tool is very powerful, but when there is little humility and a lot of ego involved, I think it has a reverse effect on the message you are trying to share.

At minimum, what should every business owner be doing with social media marketing?

Every business owner should have a digital strategy in 2014 and custom content creation. And if they can’t do that, they should outsource to a company like Ruby Media Group that can do it for them.

What brands do you follow for inspiration for social media marketing? Who do you think is doing it right?

NYCPRGirls is a blog that I think is doing it right. I love all of their content and always read everything that comes in from the brand. I find it helpful and often pass it on to my colleagues for useful reading. They are doing it right because they put out interesting content that is easy to read and is visually appealing.

Social media marketing gets most of the buzz these days, but what types of traditional PR/Marketing do you think is still effective and still important for businesses to try?

I think traditional PR will be getting more of the buzz in 2014. There will be a renaissance of traditional PR as brands look to adapt their PR strategies in the New Year. PR creates the content for the social media strategy to share and repackage. The most effective PR is crafting a compelling story that is actually newsworthy and connecting it to the right reporters to share it.

How do you advise clients on protecting their online reputations?

    • Watch what you post.
    • Check your writing three times before you post anything.
    • If you wouldn’t want it plastered across the cover of the New York Times, don’t post it!

Follow Kris Ruby on FacebookTwitter and on Google+.


Social Media Pre-Nup

With Valentine’s Day right around the corner, we started thinking about the correlation between social media and cheating.

 

 

 

 

 

 

 

 

 

An increasing number of marriages are breaking up due to inappropriate social media activity, which begs the question: is it more important now than ever before to have a pre-nup?

Social Media Expert Kris Ruby of Westchester PR Agency Ruby Media Group weighs in

In 2012, divorce lawyers surveyed by Divorce-Online UK said that Facebook was implicated in a third of all divorce filings the previous year.

Almost one in five online divorce petitions dealt with by one firm cite Facebook in one way or another.

It is now easier then ever to catch your spouse cheating on social media sites such as Facebook, or even the new dating review app Lulu, which enables women to tap into their existing Facebook network to review the males performance and likeability “ratings” she is associated with from her Facebook friends.

Imagine how shocked you would be to find out that your husband was just rated on Lulu last week by an anonymous Facebook friend on his “performance.” Social media cheating scandals like this are happening at an increasingly high rate. In order to be prepared for a social media cheating scandal, you need to have a social media pre-nup in place which covers digital cheating.

The world has changed- has your pre-nup changed with it to reflect the new rules of dating?

Top 4 ways to check if your partner is digitally cheating

Ask your active “Tinder” friends to see if they spot your partner on the dating app

Do a quick Lulu search to see if your partner has recently been reviewed

Check to see if you notice any suspicious Facebook inbox messages

The new Mac software links imessages to multiple devices. If anything is suspicious, this is another clear giveaway.

If you find anything, don’t delete it. Take a screenshot and capture it.

 


Top Tips to Re-Engage Your Social Media Audience

Looking for ways to re-engage your social media audience? Here are RMG’s top tips to re-engage, re-energize and re-fuel your social media content strategy.

We recently read a great article over the weekend by Drew McLellan discussing the 10-year Anniversary Facebook movies Facebook allowed users to create. He raised an interesting question: “If your Facebook Business Page had a movie, what content would show up in it that your fans took the time to enjoy?” We really agree with his main point here-“Seems like this movie gift was a very good reminder to all of us that Facebook (whether it is our personal page or a business page) is all about the audience and what they care about.”  As a follow up to his article, we came up with some fresh ideas for your business to re-engage your social communities.

Tweak Go through Facebook insights and look at the top 10 highest ranked posts by your fans. What did they care most about? What did they like and share the most? Tweak your content strategy accordingly to what your fans find most interesting, not what you find most interesting.

Monitor Selfie Hashtags for your Brand Create a selfie campaign for your customers. While I do not advocate open ended “selfies,” I do think they are a powerful tool for brands to connect with their customers. Search the hashtag of your brand on Instagram and Twitter. What photos do people post with this hashtag when they are using your service, at your restaurant, or experiencing your brand? Connect with that content and make that a central focus of your social strategy.

Tell Better Stories Understand your brands story and tell it. One of the biggest mistakes brands still make on social media in 2014 is using social channels as a promotional tool versus a storytelling tool. Understand what story your brand is trying to tell, and use social media as a way to tell the story. Every post every day should be a different way to tell the central story. There is a direct correlation between positive brand story telling and user engagement.

Measure The best way to re-engage fans is to measure what is working. Measure what your fans really connect with. Another big mistake brands make is getting lost in the editorial content calendar shuffle. They are so obsessed with posting and keeping up with the social media rat race that they forget to actually measure what’s working. Pause. If you are not continually measuring what has the greatest impact with your audience, you will lose followers, and it will ultimately damage the value of the community you are trying to create.

For more helpful social media tips for your Westchester, Greenwich or Manhattan business, contact kruby @ ruby mediagroup.com 


How to Become Insta Famous: Instagram Star Jen Selter Case Study

Recognize the name Jen Selter? You may have read about this Instagram celeb in Elle or The NY Post recently. Selter started off with the vision of helping people get motivated through their workouts, but she has become Insta famous! According to The NY Post, The Roslyn, LI, native has gained a cult following for her unique ability to simultaneously serve as inspiration for tens of thousands of women.  With over 2.2 million followers on Instagram, Selter is now being offered endorsement deals from major talent agencies. Most recently, she signed an agreement with The Legacy Agency, a sports management company that represents NFL players such as Reggie Bush. Lets take a look at how Selter climbed the road to Insta Fame.

How to become Insta famous:

Selter created various social media accounts on Facebook, Instagram, Tumblr and Twitter.  She started off by posting selfies, food photos and going out photos. Then, she tweaked her social media strategy and began posting photos of her working out and adding in inspiring quotes. Her workout photos suddenly became more creative.  It was clear that she knew what was attracting her followers, and she built her insta fame around it.  From that moment on, Selter capitalized on what was drawing in the highest number of new followers. She made sure this was the focus of almost every picture.

Want to achieve Selter’s Instagram success?

Tip: Examine who follows you on Instagram. Are there any key trends in the people following you? For example, are they all young girls ages 15-25 who share your passion for Sex and The City quotes or are they 30-45 year old male travelers who share your passion for adventures and parasailing? The more you examine who follows you, the greater insight you will have into who your core audience is and how to market around it. The biggest mistake people make on Instagram is ignoring who their core follower base actually is and where it comes from. Once you study it, you can begin to share content and create a community around those that share your passion.

How to keep the followers coming?

Selter posed around New York City, always remembering to flaunt her assets that were drawing in new followers. She came up with interesting captions such as “Empire state of mind” with a picture of her in a workout position and the Empire State building in the background. She started posting #seltering and even created her own hashtag. People started hashtagging this with picture of themselves in workout clothing.  They wanted to be her.

Tip to achieve Selters Insta Fame: Create your own hashtag that your followers can use to post photos. This is a great way to build a community.

So you want to be an Insta Celeb?

To be Insta Famous, you have to stand out. You need to have one value proposition that sets you apart from the rest and keeps fans coming back for more. The key here is creating compelling content. In Instagram terms, the content needs to be visually appealing. What one asset do you have that you can show visually that separates you apart from the rest? How can you create content that makes people want to be part of your movement or trend?

When you look closely at Instagram stars, they all have one thing in common: They build a community around a niche market.

Whether it is green juice, working out, or even highlighted body parts, people go to them as the “go to” expert and can’t get enough of their content. How can you leverage the content you create to be inspiring? How can you share things that make others want to replicate what you are doing and be part of your movement? How can you take something so personal and make everyone else feel connected? This is the key to Instagram success.

 

 

 

 

 

 

 

 

 

 

 

 

Photos from NY Post.com and Instagram.com/JenSelter


PR Communications Process Planning

January has been a very busy month for Ruby Media Group! From annual editorial calendar planning, to annual media buying for clients, we have been quite busy! One of the most interesting trends we noticed across the board with all our clients is the need for process creation in their communication channels. As companies learn to use new forms of digital marketing, there needs to be a repeatable process in place for employees to leverage the technology for maximum impact. We have spent a lot of time creating strategic management process guides for internal PR, Social Media and Marketing for our clients as a framework for 2014. Here are some tips for you to do the same for your companies marketing.

Key Takeaway: A Campaign is only as good as its execution

For example, lets say you work with your PR agency to develop a strong PR plan. The PR agency has drafted the release, created a custom media list and distributed it to reporters. Success! A reporter calls one of your internal employees to ask about the release you just put out. Problem- the employee is not aware of the release details and refutes the statement made in a release. All of this could be avoided with a tactical PR Process plan. Before kicking off new campaigns, make sure you have done the following:

Create a PR Communications Process for Employees 

Send the release and media materials you are distributing to all internal employees so they are aware of  relevant details

Make sure employees know to direct all media requests to the publicist or CEO (employees should not be speaking directly to the media- this is the function of the PR agency)

Share a campaign timeline of deliverables with all employees so they know when certain aspects of the campaign will kick off and won’t be caught off guard if an employee comes in to redeem something they heard about in the news

 

 

 

 

 

 

 

 

Ruby Media Group is a Social Media and Public Relations Agency in Manhattan, Westchester, NY, Greenwich and . To discuss strategic process planning for your organizations communications efforts, contact us today at kruby@ rubymediagroup.com 


Is Facebook the next bubonic plague? Social Media Expert Kris Ruby weighs in on FOX Business

A recent study by Princeton University predicts Facebook could die out by 2017. If the Facebook infection were to track the same course as a disease, the study states it would peak and then users would lose interest.

Social Media Expert Kris Ruby, President of Social Media & PR Agency Ruby Media Group, weighs in on FOX Business Money with Melissa Francis. Watch the full segment here.  

Kris Ruby, Ruby Media Group, Expert Opinion:

The tool is here to stay- but the “glam” and “glitz” appeal of the Facebook network has faded because it has lost its younger demographic following. The appeal of the network has faded and its losing its younger demographic.

The most important part of this study for business owners to know is that whether Facebook comes or goes, social media is here to stay.  You still need to invest in content creation as part of your digital strategy. The only thing that will change is which network you post it on. We saw this with MySpace and will continue to see this with “hot” social media networks.

Facebook will need to evolve through product innovation in order to grow market share or it will die out. In business, if you’re not growing you’re dying.

Has Facebook hit its peak of popularity?

Facebook has hit its peak of popularity among a younger demographic. Diseases stop spreading when they reach a saturation point, and Facebook has reached this point. The numbers for the younger market are on the decline and if Facebook does not innovate and appeal to this market, there will be growth issues.  According to a study by istrategylabs, Facebook Has Lost Over 11 Million Young Users Since 2011.

However, this is not necessarily a bad thing for marketers targeting a different demographic. The 55+ group is the fastest growing demographic on social media. As a luxury-marketing agency, this is a positive. This is the group we want to mass market to that has discretionary income to spend. So yes, Facebook may have hit its peak of popularity with young people, but for marketers who want to reach an older demographic, this is a hyper-targeted way to do so.

Is Facebook going through a bubonic plague?

Like the bubonic plague, Facebook could die out as users become immune to its influence. You hear a lot of people say, “I’m hoping to be off Facebook,” referring to its addictive nature. However, regarding the study, it is important to keep in mind that it is based solely on Google search data. A large majority of users now access Facebook using mobile apps rather than through a browser, which may skew the data.  It is not peer-reviewed either, meaning other academics have not had the opportunity to challenge and critique its findings before publication.

Are there certain trends that show Facebook is losing more than gaining more followers?

Yes, it has a major “teen appeal” problem.

What will the next Facebook be? Where will all of those lost users go next?

In my opinion, the lost users will migrate to Instagram. Instagram is currently the world’s fastest-growing social network. According to research by the GlobalWebIndex, Instagram is growing the fastest of all social media sites worldwide, increasing its active user base by 23% in the last six months. As one user noted, Instagram is a place to post photos of the things that you like the most, not the things that you dislike. It is more visually stimulating.

To book Kris Ruby for an upcoming segment, contact kruby @ rubymediagroup.com