Struggling to increase engagement without pictures of kitties and puppies?
Do shares of your blog posts or company information fall flat?
If Facebook is frustrating you or you feel like you can’t get the hang of being “popular”, rethink how you use Facebook.
Is Facebook Worth It?
Ever wonder whether it’s worth the time and effort to build a fan base on Facebook? What’s Your Facebook Page Worth? It’s helpful to determine a fan acquisition cost and also estimate how long your fans stay engaged. Some products are only useful during a particular time in a user’s life (many baby products, for example) so it’s normal for your fans to follow you while you’re relevant and then drop off as they are no longer interested in what you’re offering. Maximizing the longevity of your relationship and the word of mouth you receive during the relevant time is key to keeping costs down and engagement high.
What Do I Share?
Facebook is deceptively simple. It’s addictive and freakily accurate at predicting what you want to see. But, at any one time, there are thousands of things you COULD be seeing. What you do see, and pay attention to, is dependent on how well the brand learned to share. There are scientific ways to promote sharing on Facebook, but what gets the EdgeRank going on any given day changes frequently. Remember that Facebook is the master of serving the content that your customers really want to see. They are under no obligation to share everything you post (and never have been) with all your fans.
- Think about the content you actually share, and whether you click to read a blog post in real life.
- Are you on your phone or a computer?
- Do you seek out any brand pages to see what they post?
- Ask your community what they want to see.
- Test different post formats and mix it up every day.
- Post several times a day and track the results.
- If possible, have more than one person post so the voice your brand uses is consistent but varied in style/emotion/subject.
- Keep sharing about yourself to a bare minimum. If you post about your brand, consider if the post really solves a problem for your customer.
- Make friends. Share others’ posts and build relationships.
Give Ample Opportunity to Engage
Adding the “Like” widget to your blog sidebar will increase referral traffic from Facebook, likely in the double digits. Keep on top of the latest Facebook changes and updates to pages, and be an early adopter of ways to connect with your readers on their chosen platform. Include your Facebook page information on every relevant brand outreach.
Create a company culture that is driven by customer service. Make Facebook a natural extension of that culture. Brian Solis talks about The Broken Link of Social Customer Service and it’s a must-read for any brand trying to succeed in the social space. We believe that customer service is truly Marketing 2.0. Instead of pushing out your brand, get pulled into the experience with your customer. Facebook does this extremely well, and you can judge your organic appeal to customers based on their Facebook engagement.
Facebook Ads: Just do it!
Facebook ads perform extraordinarily well, and can be utilized at any budget. Understanding the Facebook ad model will increase your response rate and drive the specific type of traffic you’re seeking. Take a class or receive training on Facebook ads, and try several different types of ads before settling on a mix that works well. If your Facebook ads don’t perform well, figure out why.
Quozio — Create quotation-style infographics quickly.
Facebook Pages Manager — Available in both Apple and Droid varieties, this app simplifies managing your Facebook pages from mobile. Some functions (marking/unmarking spam, deleting comments and replying to comments using the reply feature) are not available, but the app does keep getting more features and is much improved from the options in the standard Facebook app.
Post Acumen — Compare your Facebook page to any other Facebook page. Group and examine multiple pages for one-stop overview. Competitive analysis and strategy analysis. Their Pulse project tracks noise in the feed so you can post when page noise is low and more readers can engage.
Agora Pulse — Facebook contest and promotion apps with statistics, CRM collection and fan qualification and more.
Cyfe — Cyfe is an all-in-one dashboard app that helps you monitor and analyze data scattered across all your online services like Google Analytics, Salesforce, AdSense, MailChimp, Facebook, WordPress and more from one single location in real-time.