/ facebook

Breaking through the noise on Facebook

You might write the best, most-informed article in the world but if certain elements like your timing, headline or seo are off you won’t reach anyone. So how do you make sure your message gets through?

You can control the platform. Instead of worrying about social media, invest time and energy into developing your own website or email list. Yes, people still love email and the guys getting rich online know that the money is in the list. Get started building yours using Aweber.

If you run a business where you can ignore social media and still be successful, I am extremely envious. In the music / media space, a lot of our target market (18-34 college educated demographic) spends a ton of time on the site. We need to reach them with our content.

Doing this you have two options;

  • Grow organically
  • Pay for likes

I’ve never been interested in paying for anything that can be gained otherwise, also I don’t think there’s a comparison between a fan who’s engaged with your content multiple times rather than someone who see’s and clicks and advertisement.

I’m going to be talking mainly about Facebook on this post. Cutting through on Twitter is probably most difficult.

So to do this on Facebook you have to understand;

  1. People rarely navigate back to your page
  2. Social signals give credibility and pass endorsement
  3. EdgeRank can be gamed by targeting human emotion

Gaming it…

If you look at the images that are shared thousands of times, they’re simple with a message related to the niche. I think some of the best examples of Facebook marketers gaming the system are related to politics, gun control and conspiracy theories.


For starters this picture’s heigh is greater than the width. Facebook likes this because if you’re on a mobile device, you have to actually click the picture to see the full thing. This shows engagement and increases edgerank.

The first line,

After every act of terror we are told we should not judge all Muslims based on the actions of few.

It pushes the Liberal rhetoric out there and if you’re a gun owner reading this, you’re probably thinking f*ck yeah I keep hearing this all of the time. You’re compelled to read more.

Isn’t it time the 80 million gun owners in America get the same treatment?

Quickly your mind concludes, well if the first thing is true then the second thing must be true. We should get the same treatment.

The picture asks you to like, but you’ve already done that and now you’ve shared it too. This is how things spread today.

Why it works…

It’s consumer psychology 101. Pickup CA$HVERTISING and read it a few times through. You’ll be like holy shit Ben you were right.

Specifically we’re talking about the means-end chain.

When considering digital content creation (blogging), I like to focus on the benefit and value that we are provided to the consumer. There are many substitute goods (a ton of shitty-er) blogs out there and again we are fighting to break through the noise too!

So instead of looking at content as a way to benefit them on a 1:1 level ie this song makes me happy or now I know who’s playing at the music festival, we consider it to be a way for them to interact with our brand and allow them to extract their own benefit.

The easiest way to do this is by creating controversy (note: without authority you can’t create controversy, please build this first).

Controversial story lines:

  • Criticize a popular figure, person or event
  • Lists of things in your niche
  • Alternative angles, opinions or features

Opinions easy to form:

  • This dog, girl, recipe is cute
  • Pull any real world example (they’ll automatically think it’s fact)
  • If you do / don’t do X, y will happen

Basically be different. Everyone in your niche is probably too busy trying to push the timing for their content without caring about quality. You can create something much more substantial by crafting it differently than everyone else.

Step by step it looks like this

We create a story >>>>> the user leaves feedback >>>>> they interpret their own benefit

But what’s underneath is entirely more important. What you’re doing when you force this interaction is you’re creating an entirely new behavior pattern for the user. After the first time, they’re more likely to come back and interact again. There are no second chances to catching someone’s attention in the modern world. It’s like gamification before gamification can start. 

By being controversial and driving interaction, we are create routines and cut through the noise… directly into people’s lives. You can’t survive off negative feedback and that’s not the goal here, so please don’t interpret as such. We want to drive interaction with our content, elicit a response and turn what would be one-time fans into long term readers.

It’s the same sh*t buzzfeed is doing….

great content + fun format + viral edge = winning

The people are sheep theory (modified this from someone off of Mixergy): On the internet people like to be told what to think or believe without having to explore any of it for themselves. Opinions are formed in seconds as words on a picture are interpreted as the die-hard truth. If you make it easy for them to get offended or come to someone’s defense, you will drive a ton of interaction. Re-read that again.

Make it easy and lead them into it. Again, this isn’t about being an asshole or trolling people. I’m marketed a ton of great content by just changing a few words in the headline or meta description to drive action.

Your description needs to consider the SEO benefits + drive action. Read it a few times and think to yourself, whether you’re coming on the SERPs or Facebook Newsfeed, “Would I really want to click this sh*t!?”

A Daft Punk example….

I really liked Random Access Memories, but the bottom line is that the songs you love on the album have feint elements of what you’d expect to hear from Daft Punk and if a lesser known artist released it, no one would care. This sentiment was echoed by many writers on bigger platforms than mine.

So how do I compete?

1.) Time – I had to move quickly

2.) Frame – I would take the evil guy approach

After publishing the post, I crafted this Facebook update and specifically included “drops”. For Daft Punk fans the word is like kryptonite.


Yes, the internet exploded and tons of people on their mobile devices said horrible things about my blog. I didn’t even want to look at them today, it was that ugly.

But driving this controversy lead to more interaction. A few people came to my defense, but many were criticizing my right to even post such a thing. To some degree you can predict virality for content and this topic was an easy one.

Again if you read the post (and it may read like crap), it’s 250 words of troll-style linkbait. It’s great original content, but many people won’t make it that far. I could have lead them into it with the same things being said everywhere, but that wasn’t my opinion and no one would care about that. **Never be afraid to share your own story. It will draw in true fans, who are worth endlessly more than fake ones. **

Media and hype are short, the noise will takeover again, but hopefully I’ll remain here with these big names. Keep hustlin’

![#4 baby!](http://benhebert.com/wp-content/uploads/2013/05/google-results-600x427.png)#3
Note since then I got pushed to the second page, but [we got linked to in NPR](http://www.npr.org/blogs/therecord/2013/05/14/183939750/robots-in-ecstasy-daft-punks-memories-embraces-the-pleasure-principle) which is awesome!


I make money online through websites and business consulting. Everyday I'm challenging myself to learn and do more.

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