As the world’s largest social network, Facebook looks like a great opportunity for marketers. The sheer size of the network (1.1bn people) means that there are people out there who would be interested in your product, and the fact that users share information about themselves, means that you should be able to accurately segment the audience.
However, Facebook will only share posts from a page that a user likes if that user is likely to engage with the message. If you have liked a page but not interacted with it (i.e. liked, commented or shared), then Facebook will filter posts sent from the liked page. So, how can you produce content that that your audience will interact with? Here are my 5 tips:
- Timing is everything: The best time to post your content will be driven by who your audience is, e.g. if they are professionals, then posting in the middle of the day is unlikely to get much interaction, but posting in the evening could be the time they will be on Facebook. You should also consider your frequency – you need a presence on someone’s timeline, but not to overwhelm it.
- Keep it succinct: We have all seen long rambling posts on Facebook, but how many people actually read them all the way through to the end? Like any copy, the snappier it is, the more likely people will be to read it in the first place.
- Ask for interaction: If you want it, don’t be afraid of asking for it – it’s the call to action. Yes, the user will need to engage with the content, but finishing a post with something like ‘please share this article with your friends’ has been proven to attract more interaction.
- Variety is the spice: Facebook allows you to share a wide range of content with your audience – articles, pictures, videos, polls, etc. Through Facebook Analytics you will quickly see which content is the most successful for interaction, so do more of that! And regardless of the type of content, always add a picture to your post: it helps your message stand out (see Mashable on Facebook to see it done well).
- Bring your brand to life: Increasing your brands relevancy with the user will encourage interaction. Over the course of a year there will be key dates which you should integrate into your content plan, e.g. key shows / conferences / public holidays. Making a link between these and your brand will encourage people to share the message with their friends.