Social media started off as something purely recreational, adding yet another rung to the lengthening communications ladder. Early platforms were a tool to talk to friends, meet new people and … well, very little else. But, then Facebook came along and altered all that and leads to what we have today: a complex web of communication channels that can stun and overwhelm the uninitiated.
If Facebook invokes feelings of the latter, then you’re in safe hands; here are our five key tips on managing your business’ Facebook page that little bit more efficiently.
- Set up your page properly
This is arguably the most important factor when it comes to having a greater presence on Facebook. Given the sheer number of users, it is essential that your page is set up properly. Nothing cries out lack of ambition more than a half-hearted, semi-complete Facebook page. Take your time when putting the page together, making sure you have included the correct contact details and the latest company logo. Make sure you create a Facebook page rather than a profile, as a page is specifically tailored to promote, whereas a profile is for personal use.
- Have a strategy
As with most things in life, having a strategy is hugely advantageous when it comes to Facebook. Social media marketing can be done in two ways: bunging something together as an afterthought because everybody else is doing it, or putting together an effective strategy that will only increase awareness of your product or service. Let’s take a look at KLM Airlines. The Dutch airline has put a lot of energy into its social media presence and clearly recognises the significance of services like Facebook as strong marketing tools. It offers its social channels as a means of 24/7 contact and suggests passengers use the service to get in touch with any questions. This is a clear strategy put in place by KLM’s marketing department, as they know that some people are more likely to send a Facebook message than pick up the phone.
- Know your audience
It is difficult to succeed in the social media universe unless you know who you want to be targeting. If your business is focused in a specific sector or industry then begin by appealing to an audience who are interested in that industry. It is worth looking at the Facebook pages of similar companies to yours and noting the types of followers they have. Do they tend to be younger or older? Male or female? Once you have a general idea, you can go after the types of customers or users that will benefit from your services; Facebook has plenty of options to reach out to your target audience, including quizzes and polls, competitions and advertising campaigns.
- Develop an engaging content plan
In order to engage with your followers it is vitally important that you post engaging copy, images and videos on a regular basis. People check their Facebook profiles at all times of the day, in fact for plenty of people Facebook is the last thing they see at night and the first thing they see in the morning. Therefore, ensuring that your content is engaging to your audience should be high on your agenda. Think short and snappy text, bold visuals and activities like quizzes and competitions.
- Track your progress
When your Facebook page has been active for a while and you’ve uploaded several posts, you can start to analyse certain factors. By keeping track on how many people your posts are reaching you will not only gauge their popularity, but you will also be able to spot any trends or patterns. For example, posting about popular news stories may lead to a spike in the number of interactions and therefore people visiting your page. The Page Insights section on Facebook is a great tool for monitoring all kinds of data, from reach and engagement, to the number of website click-throughs and mentions.