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.