How Joe bested Facebook


Joe Best shared a post with his friends on Facebook saying:

Twitter in Portugal is going limp. Five years ago I would see 1000 per hour. Now I get 300/400 every 12 hours. Logic says I should get much more because five years ago I had 1000 followers and now I have 7000.

The blue bird’s magic flew… to Facebook!

You can try to click here and if you are in his facebook network you will see it gathered over 1000 comments and 123+ likes.

This was published in his profile page. Where he is followed by 415 people and has 4160 facebook friends. If you look at the stream of photos and updates that he shares it is obvious that not a single one goes unnoticed.

Joe also has a Facebook Page called DaCozinha with 3900 likes and where he sparingly posts the occasional update and photo about his business.  Right now he hasn’t posted anything since October 15th.

That is enough background. I guess you got the picture by now.

What this means for Small Businesses

Joe proved that for a small business it does not make sense to invest time and content into a Facebook Page. Instead, tailoring your own profile page and personal brand until you reach the 5000 friends limit gives you more results.

Let’s avoid the technical differences between a Facebook Profile and a Facebook Page. What is important is the newsfeed algorithm and how it impacts them differently.

Content from profiles is clearly being favored, I see less and less content from brands in my newsfeed. This change became so visible that Facebook responded directly to the decline in page reach in the newsfeed.  After all, we rather interact with a real person than a brand, right?

All this said … Joe’s blog is well worth your time if you enjoy good cooking:

Header photo source

Should you learn to code?


If you’re in marketing or public relations, do you need to code and program software?

The answer is no. Yet, in this day and age it is best if you do know these things. I am not saying you should know how to design a full featured software or build a website from scratch (but if you can I am very happy to meet you and please leave a comment below so I can say hi!).

Knowing how the web works can help you find new opportunities to integrate content and social media, to think up new and exciting strategies for clients or your own brand. It can even be a way for you to save valuable time and resources in order to get an interesting project off the ground or deploy a decent campaign for your small business.

This is not about knowing how to setup IFTTT or Buffer. It’s about being able to build your own site, fix occasional glitches on a blog’s html (even if just in the article) or figure out ways to get the computer to do the work for you.

For example, when I teach about social media and crisis communication I always mention how being able to start a blog at a moment’s notice can be a great asset. Do you want to depend on your development team for that on a saturday night when the client is on the other end of the line?

I know a bit about programming and it is useful every day. It can be about building a webpage or code a newsletter. It can also be something like building a small script to collect data for me and save it as an excel spreadsheet. Skills that I picked up mostly from reading Lifehacker and specially the articles written by Gina Trapani.

Knowing about new technology and open source software helps me suggest campaigns or alternative routes. There are a few examples of this at The Labs.

Stepping up a level

What I don’t know very well is how to design a piece of software. Sure, I have made things that work. What I want to know now is how to plan features and how those features should work together, how to do something from scratch if I have to. This means taking a few steps back and learning the basics.

I asked Bruno Abrantes and he suggested a few online courses and tools:

Recommended by João Neves:

If you want something fun and easy to try out, I suggest Codecadamy. There is also a nice introduction to Ruby and the Ruby on Rails framework called Rails for Zombies that is worth checking out.

A small update

João Mamede pointed out to me this article at Coding Horror – Please don’t learn to code. Feels too extremist but I empathise and agree with some of his arguments. Especially:

Please don’t advocate learning to code just for the sake of learning how to code. Or worse, because of the fat paychecks. Instead, I humbly suggest that we spend our time learning how to …

  • Research voraciously, and understand how the things around us work at a basic level.
  • Communicate effectively with other human beings.

Upload Lisboa 2014

Copyright @Joanarssousa

Last friday I had already shared my expectations about Upload Lisboa. It’s now sunday and I can say I had a number of happy surprises.

That article is now updated and published on Bitaites in Portuguese. Stephen Waddington also published a brilliant summary of what happened.

My take?

I was happy because we talked a bit about the web I love so much. That place built for people to share and collaborate. Molly‘s presentation on content that is in fact useful and relevant for people really struck a chord with the audience. And later, Stephen’s presentation was an important complement to that message. For both, the cornerstone was that the web is about creating relationships. 

Having been to the last 3 editions of Upload Lisboa, and having helped organise the first one, I can say that this one shows Facebook is losing it’s shine. It was no longer present in such a prominent way has passed editions. The case studies presented are now focused on other channels; the crisis communication examples we saw began on search engines, blogs or twitter; the good examples of communication were about brands trying to connect to customers in real-time and with a human voice.

And yes, we talked about blogs. I had a small live blog running, showing the twitter and instagram feed for the #uplx2014 tag. Part of that page was editorial content, top tweets I picked because they grasped the heart of the discussion.

Facebook is by no means dead, nor does it look like it’s dying anytime soon. But it wasn’t on Facebook that the conversation took place and relationships were built.

Presentations and interesting links for #uplx2014

I have seen this happen too often, events and conferences go by and then all that information is lost in the web. So I am listing the presentations I can find as well as other links. If you know of anything that should be added to this list, please let me know in the comments.

Pedro Janela

Performance Online


Big data vs Little data and the rise of Cloud Memory

Julian Cole

Digital Strategy Toolbox


Digital Strategy Toolbox 2014 from Julian Cole

Consumer research



Online Paid Media

Creative Inspiration

Amber Horsburgh

Create A Great Social Media War Room from Amber Horsburgh

Ricardo Nunes — Mindshare

Case studies: 


Case Study OK 2014 – Filipe Almeida & Filipe Macedo

Parry Malm

Email marketing isn’t just about sending emails anymore

Molly Flatt

Putting the X into Content Marketing

SearchLove London | Molly Flatt, 'Putting The X into Content Marketing' from Distilled

Stephen Waddington

Cluetrain Manifesto

Summary of Upload Lisboa

Online crisis management slides:

Can a brand ever truly be social? from Stephen Waddington

Important reading

Photo above is courtesy of Joana Sousa.

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