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Posted by: David and Shadra Bruce | on May 8, 2017
Can your business benefit from Facebook Live?
We have previously offered suggestions on how to use Facebook effectively as a business tool. Yet, as the platform continues to evolve, so must your implementation strategy likewise expand. Facebook Live can also be employed as part of your marketing plan to increase business and sustain your customer base.
Facebook Live is exactly what it sounds like: Live video presented via Facebook. Facebook Live adds possibilities that are not possible with traditional Facebook itself, including the ability to interact and engage with followers in real time. Because it is live, there is a perception of authenticity that doesn’t exist with static posts. And you can easily monitor engagement and reaction using Facebook Live so that you can improve how and what you deliver.
Viewers are willing to spend three times as long watching live video than traditional, recorded video. For this reason, Facebook Live is a wonderful bonus for savvy business people who use Facebook as part of their marketing plans. But Facebook Live can be used for more than just reaching consumers; imagine replacing costly and time-consuming office meetings with quick and focused Facebook Live updates to your team. We see a number of possibilities for using Facebook Live.
Present Important Information
While live dissemination of information may be less engaging, it can be incredibly efficient and cost effective. What once could be accomplished during press conferences or as part of corporate meetings, conceivably costing companies excessive money for time and travel, can now be done from anywhere to everywhere. From virtual meetings and press conferences to online training sessions, Facebook Live can be an efficient means of information distribution.
Provide Virtual Tours
For organizations that benefit from on-site visits to their traditional land-based locations, virtual tours utilizing walking commentary and Q&A can be highly successful in expanding the number of potential customers who are able to experience those locations “live.” There is no reason now why people who cannot afford to travel to your location can’t instead virtually visit you and tour your facilities.
If you have an important upcoming event or are launching a new product, you can schedule announcements via Facebook Live. This approach allows you to generate interest and excitement in a way that traditional marketing simply can’t do.
Answer Questions and Comments from Customers or Clients
Perhaps the most common usage of Facebook Live is as a vehicle for interactive Q&A session. This is more engaging than merely presenting information, and it is especially effective when you are introducing a new product, discussing a new concept, or dealing with a critical issue of some kind. It also is a great way to solicit input about something you have published on a blog or in marketing materials.
A Technical Note
Facebook Live can be used via mobile devices and with microphones, but it is a good idea to spend a little extra to ensure you are using good, solid, reliable video equipment. Your use does not have to be at a technologically professional level, but low-quality sound and visual appearance will ruin your efforts faster than anything else you can do. If participants have to struggle to see your images or hear the presentations and conversations, they will logoff – and many of them will not give you a second chance.
Using Facebook Live can animate your marketing in unique and exciting ways, and it is particularly effective in reaching and engaging younger generations. These consumers are even larger in number than the Baby Boomers, and they have access to far more money at their age than any previous generations. Appealing to them is something that will distinguish successful businesses from marginal or unsuccessful businesses, so it is important to use the tools with which they are familiar and which they enjoy. Facebook Live is exactly that.
Posted by: David and Shadra Bruce | on April 25, 2017
Are you missing the opportunity to expand your reach?
In our last blog post, we focused on how to use Twitter responsibly. Much of the advice in that post similarly applies to using Facebook, so we recommend that you read it now if you have not done so already.
In this post, we are focusing more specifically on how to effectively use Facebook as a business tool. While the responsible use of all social media is important, Facebook is unique in that it may be used explicitly as a tool to grow your business. The following suggestions relate specifically to that capability.
Create the Proper Page
Dummy accounts are defined as accounts that do not represent real people. These accounts violate Facebook’s terms and conditions. They are illegal. It is that simple. Don’t use them. As well, you should not use a personal account for your business; instead, you should create a separate page. Whether you’re an author, a celebrity, or the CEO of an international corporation, create the right type of page for your needs. Take the time to develop the page properly, using graphics that match your website and incorporate your logo.
Complete the “About” Section
This section appears directly beneath your profile picture. This information is one of the first things people see when they find your account. Be sure to include information most relevant to prospective customers or clients – in practical terms, the Answer segment of a typical Q&A section without the Question segment.
Post with Reasonable Regularity
The adage, “out of sight; out of mind,” applies to Facebook. But for relatively small businesses, interactions per post drop dramatically when there is more than one post per day. Therefore, it is usually best to post no more than once or twice per day. Rather than quantity, focus on quality. Posting low-quality material is even worse than posting too often, so refrain from doing either. For genuine results, especially if you are just getting started and need to build a following, investing in Facebook ads (boosted posts and page ads) can help put your page in front of a targeted audience.
Post at the Right Times of the Day
In general, most Facebook analyses indicate that early afternoon (1:00-4:00 pm) is the best time for business posts to be viewed and shared. If you want to post twice on any given day, it usually is best to post right after lunch (1:00) and right before the end of the standard work day (4:30). If your business is mostly conducted after regular business hours (restaurants, bars, movie theaters, etc.), then the hours of 4:00-5:00 and 7:00-9:00 generally work best. The most effective times for you might vary slightly from the standards, but using these suggested times as your starting point is a good idea.
Use Videos and Multimedia
One of the distinguishing factors in well-regarded Facebook posts is a combination of traditional print and video material. Just as with other marketing efforts, Facebook is most powerful when it appeals to multiple senses. Of particular impact is inspirational video and the use of music, since those forms of media tap into emotion in a direct way. Research estimates put engagement about two to three times higher after the first month when multimedia is employed as opposed to when solely using print in your posts.
Respond within an Hour to Comments
Your social media participants (those who comment on your posts) can be separated into two groups: those who complain and those who don’t. You can’t eliminate all complaints, but you can minimize them with one policy: Respond to comments within an hour. That is the expectation of those who complain, and it will impress those who don’t.
To make sure you are able to do this, activate notifications when people comment. Have the notifications sent to two locations: to an email address that is dedicated to social media responses and to a work computer or mobile device, depending on your availability.
Use Facebook Analytic Tools
It is impossible to improve that which isn’t tracked, studied, and understood. The point of all marketing is continual improvement, so actively using Facebook without taking advantage of its analytic tools is foolish. The data available through these tools is invaluable, so use them to craft an intentional, comprehensive strategy that works for you and your business. Not only will they allow you to do more of what works, but they also will allow you to do less of what doesn’t work.
Along with these foundational suggestions, there are a number of Facebook features that can enhance your effectiveness. It is worth taking some time and looking into each one to see if you can use them in your social media strategy. They include the following:
- Scheduled posts
- Promoted posts
- Stock photography
Facebook still can be a powerful component of social media marketing, if it is implemented correctly. Done well, Facebook can reach customers and potential consumers in a unique way. It should not be used independently of other marketing measures; rather, it should be integrated into your overall marketing plan. There is much more that you can do to maximize Facebook effectively, but the suggestions and components in this post will give you a solid starting point – and they can launch your expanded use into deeper features.
Posted by: David and Shadra Bruce | on April 21, 2017
What you tweet can be used against you
Over the last decade, the use of social media by celebrities, business professionals, and politicians has increased exponentially. Throughout that time, we have noticed an alarming number of people in highly visible positions who may not realize that there is no separation between personal and professional when it comes to the influence social media can have on businesses and reputations. Put simply and bluntly, what you post on a personal account will be read as if you posted it on a professional account. There is no distinction between the two in the public’s eye. What you post as an individual will be read and interpreted by your readers as your professional point of view in your function as an employee or employer. As well, published, personal biases and opinions can influence your business in significant ways.There is no separation between personal and professional when it comes to #socialmedia. Click To Tweet
Twitter, in particular, is complicated, since it is much harder to avoid misstatements and misunderstandings when you are limited to only 140 characters. The probability of a communication problem seems to escalate exponentially when you have fewer words to convey your message or point of view, since it is impossible to use qualifying language and disclaimers to clarify your intended message.
The following tips on responsible tweeting are critical for anyone who tweets or posts on social media, whether personally or professionally:
Speak Up, Speak Out, but Think First
We are all for taking a stand. The best leaders do. You can be for or against something, you can publicly speak your beliefs, you can even share personal information about yourself and your life. But think before you tweet. Are you extremely angry? Are your thoughts unfocused? Will you possibly regret what you post later? Would you still tweet your mind, if you knew your post would be read by your boss, a shareholder, a customer, or your mother?THINK before you #TWEET. It's that simple. Click To Tweet
Don’t Get Too Personal
By all means, share insights into who you are as a person. Engagement increases when you are authentically you. But balance what you share with what really belongs behind closed doors. We have all seen countless business leaders, politicians, and celebrities lose status, jobs, and respect because they didn’t know when too much was too much.
Some of the things you do should be totally private. This is true especially with information about your social activities that might not be seen as appropriate within your professional or public life. Twitter isn’t a private journal; it is open to millions of people. Don’t unnecessarily give anyone ammunition that they can launch against you later on when your guard is down. Never share anything that could be seen as unprofessional by a large number of clients, associates, or employees.
Keep this in mind: Your competitors and rivals (or even a former spouse) can read what you post, and it only takes a second to grab a screenshot. Deleting tweets is a poor defense at best.
Politics and Religion Are Always Hot Potatoes
Unless your profession is inseparable from your politics and your faith, be careful about sharing too much that is political or religious in nature. This is more difficult to do during heated political campaigns, such as the 2016 US presidential election, but political and religious posts can have a huge impact on other people’s perception of you – and they can cause serious professional and business harm if your views differ from the dominant opinions held in an area where you are operating professionally (or in new markets in which you are trying to enter).
Wait Until You Are Less Emotional
If you are upset, angry, or exhausted, don’t tweet! Full stop. Period. End of discussion. Many of the biggest blunders that occur are a direct result of emotional impairment. If you are upset at all, take time to calm down before tweeting.If you are upset, angry, or exhausted, don’t tweet! Full stop. Period. End of discussion. Click To Tweet
Remember: Tweets Last Forever
What you say can and will be used against you … in a court of law and in the court of public opinion. Your tweets last forever. Even if you quickly delete them, there is a chance that they will be saved and used later in a way that will harm you, personally and professionally.
Proofread Your Tweets
Before clicking the tweet button, read over what you’ve written, and make sure you don’t have any typos. Autocorrect is not necessarily your friend. We all have the occasional error where our phones think they know more than we do about what we’re trying to say, but if you make a habit of demonstrating a true lack of grammar, spelling, and comprehension, it will reflect poorly on you.
Not Every Tweet Needs to be Contentious
Social media is used by some people as a place to launch personal attacks against others. Twitter is particularly tempting in this regard, since a user can fire off short, quick broadsides without spending a lot of time composing complicated arguments. However, you may often come across as mean-spirited and bullying when you take this approach – and that can be crippling to your business and reputation.
Again, before posting any tweet, ask yourself how you would react if someone else posted that exact same tweet about you – and understand that the action you are attacking might be necessary for you to take in the future. There is an element of karma about a record that never disappears for those who use social media as a weapon.
The Key to Responsible Tweeting
Twitter can be a powerful medium that enhances your professional reputation and business endeavors, but you must use it responsibly for that to happen. Improper tweeting can have the opposite impact. Understanding and following the suggestions above will help you succeed. Don’t underestimate them because of their simplicity. To err is human. To forgive is something quite different. And if Twitter can become a contributing factor in the falling approval ratings of a US President, then it is certainly a medium that deserves our respect and attention.Responsible tweeting - a @DaShfactor guide to tweeting well. #twitteretiquette Click To Tweet