How to manage your Facebook social marketing content
by Paul Friend
1. Keep things positive
This can be a lot harder than it first seems. However by being positive it promotes engagement and encourages sharing. Equally as important, being negative may cost you fans. People are quick to unlike a business if posts are negative or controversial comments.
2. Make your posts informative by giving “tips” and including links
The most appealing updates are ones that offer something. Don’t disclose everything — this increases the likelihood that fans will click to read more. Post an interesting fact. If you are an expert in the field, share tips. If you’re sharing an online article, create a status update that features the piece’s most interesting fact or statement to stir reader curiosity and encourage click-throughs. Instead of copying and pasting a long URL into your status update, use a link-shortener like Bit.ly to make your post brief and more likely to be shared. This is a great tip if you use social media adverts as it encourages the reader to want to find out more.
3. Include images and your logo
Posts with images get the highest amount of engagement on Facebook, so be sure to include one when you can. The perfect size is 800×600. Increase your brand awareness by including your logo on the images that you post. Creating content is “king.” The more original content you can create, the better.
4. Keep your posts mobile-friendly
This is a vital mistake many businesses carry out. Use simple imagery that can easily be seen on mobile devices — anywhere from 50-70% of your fans read your posts on their phones, but find out what your percentage is. This means that when you are creating content, mobile users should be your first thought as opposed to being an afterthought.
5. Thank and reward your fans
Your fans want to feel as if they are part of a community. This turns casual fans into brand advocates. Make your fans feel as if they are benefiting from being your fan. Offer Facebook exclusive deals and thank them. This helps your business grow through word of mouth and proves popular as a post topic. You do not have to offer money off, you can add value to your offer as an alternative.
6. Always respond to posts
Posts aren’t the only activities that grab attention — comments and responses are equally as important. Engage with people and build relationships through conversation. This includes being available to respond and addressing negative feedback. Never delete a negative post. Instead, address it and own it. Admitting fault makes you look more credible. At the end of the day if it is a “troll” that is posting negative comments your fans will see this and it will increase your creditability.
7. All of your posts need to be engaging
Again this is one of the hardest tasks to carry out when managing your social media marketing, especially when you are time pressured. Ask questions to get engagement. Multiple choice questions, fill in the blank, and describe this picture in three words are all simple techniques that increase engagement. You cannot simply share stories or information. Engage the audience with your posts. The more people are engaged with your content, the more people that will see your content. If you are posting consistently with your company logo (see #3), the more people will develop a connection between your company and your message.
8. You should be posting 5-10 times a week
A common mistake many companies make is posting too much or too little. You want to make sure that fans see your brand. Your “superfans” will see all of what you post, whereas casual fans will see less. Posting 5-10 times a week helps assure that if fans missed a message on Monday, they will see a different message on Tuesday. Use your insights to identify when, what and how often to post.
9. Get feedback from your fans
As humans we love to be asked our point of view. Too many companies fail to get feedback from their fans. Your Facebook fans can be your own personal focus group and they are often interested in sharing their opinions. Additionally, they like to think that their opinion could help shape future business decisions.
10. Develop a consistent tone
It is important that you aren’t harming your brand by posting information that does not match your brand identity. Just because you find something amusing, doesn’t mean that your fans will.
11. Tell users what to expect
If you’re posting a video or linking to a lengthy blog article, set your followers’ expectations by telling them exactly how long it is so they know what to expect.
12. Day of the week:
Moods change by the day of the week:
Mondays: Morale is low but optimistic.
Tuesdays: People are at their lowest. The week feels as if it has still only started. People are also most susceptible to advertisements.
Wednesday: The week is starting to look up. People are more motivated.
Thursday: There is a light at the end of the tunnel. People are in good moods and like to be reminded of it.
Friday: People are checked-out and looking to get out. They are easily distracted.
Saturday: People are out enjoying their weekends.
Sunday: People are optimistic and motivated about the next week.
In essence, mood matters. This means that you should post different content on different days of the week.
Time of day:
Post when the audience is listening not just when your business is open. This will ensure more user engagement. However, do not always post at the same time of day. Fans that are on in the morning are going to be different than the fans that are on in the evening.
I hope this has helped you with your social media marketing. If you need help and support to carry out effective social media marketing then please do not hesitate to contact Friendly Consultancy to see how we can support you with your marketing needs.