Every business, no matter what the industry, should be running a Facebook Page. Unfortunately, very few companies actually understand how to properly run one effectively. They don’t understand how to cultivate an atmosphere of trust and interaction.
Usually this leads to completely avoiding Facebook Pages altogether, or letting the Page turn into a ghost town. However, it’s time to sweep out the tumbleweeds and start causing results with your Page.
We live in an age where people want to be a part of the conversation, and be “in the know.” Customers are 100% willing to follow a company’s updates and share with their friends. Creating a consistent Facebook presence helps companies foster a loyal fan base willing to propagate their content.
Here’s how you, as a business owner, can design and implement an effective Facebook strategy:
1. Decide on your voice
Are you going to be silly and goofy? Or straight-laced and all business? Without planning this step in advance, your Page’s voice will be inconsistent and it will be difficult to bring repeat visitors.
For example, our Fibernet brand isn’t meant to be goofy. Our voice hovers around the laid-back professional – we want visitors to feel comfortable hanging out with us, but also comfortable that we’re experts in the hosting industry.
2. Decide how often you’ll be posting
A more aggressive approach to posting usually returns the best results. If you only post once per week, your brand will barely be on the mind of your target consumer. By posting once or twice per day, Facebookers have a chance to interact on a daily basis.
Monday through Friday, we’ll normally post twice per day: once in the morning and once in the early afternoon. Many of our top products are business to business, and rarely are other businesses interested in looking at our posts over the weekend.
Other brands might do well to post several times per day, 7 days a week, but that’ s just something you’ll have to experiment with.
3. Plan your content
Know ahead of time what types of content to post. You could create blog articles daily and then link to them on your Facebook page. You can also pull articles from 3rd party sites and show those.
Usually, Fibernet will post a link to an article in the morning (whether 3rd party or our own) and in the afternoon we’ll go for interaction.
Even off-topic questions like “Where would your dream vacation be?” kindle discussions that bring our Page more attention.
4. Discuss a comment management system
Even minor details left out can lead to a neglected page. Someone in your company needs the specific assignment to check your Page every day to respond to comments and direct messages. Also, decide what types of content will be deleted completely (vulgar? Promotional? Other language?).
Are there other strategies that should be implemented for a company’s Facebook page? Let us know in the comments!