I saw an infographic earlier this week which stated that the toughest social network for businesses to manage was Facebook. To some extent I agree, Facebook does have its challenges, but there are some simple things that you can introduce to your Facebook marketing which will make it work better for you. Here are my 5 tips:
Make it Social: Facebook is a social network, so be social! The most successful Facebook campaigns encourage users to comment. Comments have more impact than Likes on Facebook’s EdgeRank which determines which posts your audience actually sees. So, ask questions, and keep the conversation going. And if you start a conversation, monitor it. The average wait time between a Facebook post and a brand reply is 7 hours – what does that say about how keen a brand is to hear from you?
Push the boundaries: Facebook users are normally in a more relaxed state of mind than when they are on, say, LinkedIn, so tap into that mind-set. Take risks with your posts, and don’t be afraid to be a little controversial – it is a sure fire way to get some comments, but make sure that you use common sense and judgment before being too controversial! And don’t let your risky posts take you too far off-topic: this is one of the key reasons why users hide posts.
Invest for Success: As touched on earlier, a Facebook user who likes your page will not necessarily see every post that you make. Your audience needs to be as big as possible, and a quick way of growing your audience is to place a Facebook ad. You can target them very specifically, and if someone likes your page from the advert, it will appear in their friend’s news feed – so one user could turn into a fan recruiter!
Watch your frequency: There is no hard and fast rule about Facebook frequency, but you need to find the balance. I would recommend 3 or 4 posts per day as this means that your audience should see at least one post from you per day if you consider that the half-life of a Facebook post is about 1.5 hours.
Recruit via hash-tags: Not everyone is very optimistic about Facebook hash-tags (I wrote a slightly critical post here!), but as the tool is available, why not use it? People who search using hash-tags may stumble on your post or page and you may get a like out of it. If you never try, you’ll never know!
If you have a top Facebook marketing tip, just leave a comment and let me know.