Our spring intern Molly Ross provides her insight on making the most of your Facebook presence.
Your company already has a Facebook presence, but maybe there’s little to no traffic coming to your page, or you just want to boost “likes” or overall audience interaction. Here are four simple tips to help you get the most out of Facebook. Remember, with the speed of social media, you only have a couple of seconds to make an impact on the viewer—encouraging them to stay on your page and keep them coming back for more.
1. Mix it up
Your brand identity is who you are as a company. Make sure that everything you post lines up with the values of your company. Strike a healthy balance between promotional posts and conversational topics. An overload of advertising-type content may push customers away from your Facebook page. Facebook fans want fun stories, pictures and videos to see and read. Plus, gearing content towards timely matters happening in your industry or in the news is a great way to foster additional engagement. As Melissa Leiter, a writer for Ragan.com, noted: the ideal ratio of fun posts to promotional and informational posts should be 80:20. Keep the 80:20 rule in mind when crafting your next company post.
2. Use pictures
People tend to be multitasking while catching up on their Facebook feed – meaning you probably don’t have their full focus from the start. With only a second to grab their attention, using an attention-catching visual can make all the difference. An impactful image can draw a customer into your post and page, increasing your chances of brand engagement.
3. Use short links that tell the customer what to do
It’s a little known trick that you can customize a URL link with your own copy. Simply highlight the text and type your personal call to action over the long, cumbersome hyperlink. This eliminates some of the clutter in your post and makes it easy for the reader to skip ahead and click through to your link. A great example of this technique is with the “Click here to learn more” call to action. Instead of writing that phrase and then adding the hyperlink after, simply type “Click here to learn more” over the link.
4. Evaluate the effectiveness
With any media strategy, it’s important to measure your effectiveness once the campaign is launched. For Facebook, be sure to check out the built-in analytics tools to determine how many likes you have on your Facebook page; how many likes did you get on each post; review if your posts got shared; and much more. From these findings, you can see a snapshot of which posts generated the most buzz and alter future content to fit your audience’s tastes and preferences.
These four tips are crucial in creating content that best applies to your target market. Remember to be engaging and intentional with all the content you post on Facebook. And, if you need help developing your company’s social media strategy, give us a call.