With Facebook being the most popular social network with over a 1.2 billion monthly active members worldwide and close to 150 million in the United States alone, it is difficult to ignore the impact of the social media behemoth; in fact, increasing visibility on the No. 1 social network has become essential for any business that wishes to optimize its communication strategy.
As a business owner or manager, you need to maximize your social media exposure and take full advantage of this free platform to amplify word of mouth about your brand. So with that in mind, whether you are looking to create a page for your business on Facebook or improve the one you already have, here are 6 tips to help you along the way:
1. Post content regularly
This is a no-brainer, you need to give your fans a reason to come to your Facebook page as often as possible. If you produce content on a regular basis, your fans will get in the habit of visiting your Facebook page to keep up with your latest updates.
Having said that, avoid automatically re-posting the same content you share on other social networks (e.g. Twitter). Yes, it is tempting to share the same post over multiple platforms as it saves you time; but ultimately, you run the risk of damaging your company’s image as the automation of certain tasks on social media is a process that goes against best practices to observe. Instead, create a calendar of postings that will help you plan the distribution of your content in a timely fashion.
2. Drive user engagement
User engagement is a key element for success in the social media space in general and on Facebook in particular. Simply having a Facebook page and posting content frequently is not enough if users do not interact with your posts; you should treat each and every update as an opportunity for engagement.
Why? well there are two main reasons:
- Social media is based on communication between businesses and consumers, and therefore the existing interactions of both sides.
- on Facebook, user engagement plays a big role in determining the visibility of your updates on users’ news feeds. In fact, in 2012 Facebook adjusted its algorithm to reduce spam and promote qualitative content. In other words, the more interactions a status update receives -(i.e. user engagement), the better its visibility in users news feeds.
3. Promote posts to increase reach and influence
In may 2013, Facebook stated that a Business page’s posts reach approximately 16% of people who “like” the page, meaning that on average, a whopping 84% of your fans do not see your posts. So how do you reach them? Well, this is where Facebook’s “Promoted Posts” feature comes into play.
On average, only 16% of fans who like your page on Facebook actually see your posts on their news-feed.
Promoting your posts makes them appear directly in the news-feed of your fans and their friends. In addition, it is possible to target your promotions based on a variety of criteria such as gender, age, language, and location (among other things), which can help you acquire new fans (and potential clients) that are more likely to be interested in what you have to offer.
A word of caution however, it is not recommended to use the Promoted Posts feature as a way to disguise an advertising campaign, but rather to offer your fans and potential fans value-added content. A campaign that centers around promoting articles on your page will be most effective in retaining and increasing your Facebook fan base.
4. Offer exclusive content
There is nothing like offering exclusivity to your fans to strengthen your relationship with your them and convert them into customers. Ideally there should be an exclusive offer or content that you make available only to your Facebook page fans. Better yet, we suggest staying ahead of the competition by offering something that your competitors do not offer.
You are most likely the only one who knows the needs and wants of your Facebook followers, so think about what would really entice them, such as:
- Discount codes
- Free shipping offer
- Free Samples
- Exclusive events
- A “Behind the Scenes” look
5. Publish a photo rather than update status
By now you probably have used the update status feature to publish news and articles on your business’ Facebook page, but have you ever tried sharing an update using a photo?
Using a photo as a means to share your updates offers several advantages when compared to a simple posting text or linkse. For one, it allows you to increase the visual impact of your posts, and as a result, your page. On top of that, a photo update gives you the option to customize the text that comes with it so you can easily easily add a title, a link and a brief description.
Having said that, using images in your updates should not be at the expense of your content. Instead, these visual elements should be used to develop, demonstrate and support the content you create and share.
6. Organize contests
Contests and sweepstakes on Facebook are useful primarily to acquire new fans, increase the visibility of your business and create user engagement. However, organizing too many contests may attract people who are interested only in winning prizes and who will not necessarily translate into active fans. It is therefore necessary to find the right balance.
Additionally, Facebook contests are subject to strict rules and guidelines. we invite you to read them carefully before you start your first contest.