By Pascal Oparada
The news of Facebook tightening the noose on online media and newspapers has left may publishers in a quandary.
A large percentage of Nigerian newspapers depend largely on the giant social network for traffic.
Web analytic company, SimilarWeb, estimated that over 80 per cent of publishers in Nigeria draw their traffic from Facebook, making it the largest market for Facebook in Africa.
Recently, the social network announced that it would prioritize users interactions over publishers’, companies’ and brands’ on their News Feed. The decision has led many online publishers struggling or completely abandoning their online presence altogether.
In a follow up to the announcement, Facebook said that it would now allow users rank news from its News Feed. What that means is that Facebook is trying to play the kingmaker to take on other web ranking sites like Amazon’s Alexa, SimilarWeb and Pasely.
But publishers need not panic. There are other social networks and avenues to organically grow their online presence.
Ignore Google+ at your own peril
Few publishers make use of Google+. It is a social media network like Facebook. It has News Feed too. Engaging your audience on the platform is a huge way to getting referrals from there.
Google is a Search Engine, but it is not the only thing it does. In ranking websites on Google search, it throws up all sites associated with it, like blogger for example. But to make your stories on your websites appear on Google search, make ample use of hashtags(#). This way, your stories and your website become noticeable on Google+.
You need a Gmail account to activate Google+.
Get LinkedIn
The processional network is a good resource for growing your online audience. It is populated mostly by industry experts, technocrats and serious minded individuals.
The best way to engage people on the platform is be creative with your stories. Be original. Add value to already existing stories or trends. Once users notice that you are a reliable source of information, they refer you to their connections on the network. Make sure that people endorse you for the skills you listed on your profile.
You can create page for your website in LinkedIn, like you did on Facebook.
Tweet your way to the top
Since Facebook announced the clampdown on publishers, Twitter has become a beehive for them.
According to Alexa, websites engagement with Twitter in Nigeria is about 40 per cent, meaning number of publishers engaging audience on the platform is infinitesimal compared to Facebook.
Experts predict that Twitter would soon join Facebook in the clampdown on publishers. But before that happens, engage your followers with quality contents. Twitter is mostly link based and a good place to direct traffic to your site.
Employ the use of mentions on twitter.
On Facebook, it is called tagging. If your story involves personalities, businesses or industries, look for their handles and mention them. They are most likely to go to your site and know why you mentioned them.
Don’t ignore hashtags and trends.
Social Media Influencers
A recent New York Times publications indicted Social Media Influencers (SMIs) for using bots to get re-tweets and buy followers.
In the report, New York Times said politicians, celebrities and SMIs use a company called Devumi to buy followers, even going as far cloning already existing twitter accounts and getting involved in identity theft.
But hate them or love them, SMIs have come to stay. They can make or mar brands and products. Same thing goes with your online presence.
Aside big players in the industry, whom influencers could hardly touch, if you are struggling, passionately follow social media influencers. Their huge followers are a great source for news.
Engage your audience strategically
Before, Facebook ranked comments stronger than likes, while shares are the heaviest of them all.
But in the recent tweak by the social network, it placed high priority on comments by users on its News Feed. What that means is that comments carry more weight than likes and shares.
On your news feed on Facebook, always engage your audience, not with arguments, but strategically allow them contribute to your story. There are many informed readers on the platform with information that could help your website.
Since Facebook would let users, like your friends, rank your news on the platform, it is important that you maintain a healthy relationship with them. Let them know you are reliable and trustworthy. Avoid overtly sensational stories.
Go for trends
Everyday, stories break, trends are created. Follow them. Add value to what people already know. You would be taken seriously if you find new angles to already trending events or stories.
Growing your audience and getting referrals should not be a bother anymore.