To evaluate your company’s current Facebook strategy, begin by reviewing your company’s Facebook page to determine specific areas for improvement. Next, determine long-term objectives and be mindful of these objectives when creating social content (posts, articles, contests, images, etc.). Here are some important things to look for when reviewing your business page:
Do people “like” your page?
Facebook “likes” are important. More people “liking,” or following, your page potentially enables your content to reach those followers’ friends, family members, and acquaintances. With every post that you create, there is an opportunity to capture the attention of not only your followers, but their friends too. The more captivating your content is, the more your page likes will increase.
Are you posting consistently?
Map out a weekly or monthly post schedule to ensure that your page is consistently sharing content. Sometimes we are too busy to create posts on a day-to-day basis, but having a schedule of pre-approved posts that are ready to go will help keep your page fresh even on your busiest days. You can even schedule some posts in advance if necessary. You should post as often as you can be interesting. If it makes sense for your business, we recommend posting at least once every day.
Are you maximizing engagement?
Aim to include a photo, video, link to an article, or other “attachment” on every post to increase post visibility and engage your followers.
Adding a photo to a post can increase engagement by approximately 35%.
Are you responding to comments and questions?
One of the greatest opportunities social media offers a business is the ability for that organization to interact with their current and prospective clients. Therefore it’s super important to always respond to comments, questions, and feedback in a timely manner.
Ideally, you should aim to respond within 24 hours.
Are you using Facebook to help manage your company’s reputation?
Social media allows you to see firsthand what your current and prospective clients are saying about you. If you suspect there may be negativity, or a misconception, about a specific aspect of your business (perhaps your prices are a bit high, or your customer service is lacking), you can not only monitor and track these types of brand mentions, but you can also address them in your posts.
Many social media sites, such as Facebook and Twitter, allow you to search their user base for mentions of your company. This is a great way to check the pulse of what is being said about your brand and what may need to be addressed.
Are you an expert in your field?
Business isn’t always about selling. Social media is the perfect place to offer valuable information and helpful advice. By positioning yourself as an expert in your industry on social media, you’ll be top-of-mind when it comes time for your fans and followers to buy the products or services that you offer.
By reviewing these aspects of your Facebook strategy and honing-in on overarching goals for your page, it will become easier to generate quality and engaging content that your followers will enjoy. Building strong relationships on social media will help to create brand advocates and positive awareness of your company or organization.
Six helpful tips for posting to Facebook:
1. Keep it. short
Posts between 100 and 250 characters get 60% more likes, comments, and shares than posts over 250 characters.
2. Be visual.
Posting photo albums, photos, and videos get 180%, 120%, and 100% more engagement respectively.
3. Ask for what you want.
Asking simple opinion-driven questions or "fill-in-the-blanks" will bring in 90% more engagement than the average post.
4. Post frequently.
Remember that 96% of your fans aren't coming back to your page, so posting frequently is the only way to consistently reach them.
5. Be relevant, not pushy.
Posts related to, but not directly about, your brand perform best. For example, if you're a restaurant, your posts should be about recipes, promotions, and upcoming events - not fluffy kittens or politics.
6. Be timely.
Test out different times to find the best times for your audience. Overall, people engage with pages most from 9pm to 10pm, with the 18-24 year old demographic most active at that time.