How to Navigate FacebookJanuary 24, 2013 By: Dave Dronkers
Social media has been the bread and butter of B2C businesses for the last few years. Point in fact: Facebook’s success. In September 2012, Facebook struck gold, reaching one billion users. After the advent of sites such as Facebook, Twitter, Tumblr and Instagram, we can only imagine what’s in store for 2013; and if you haven’t jumped on the cyber bandwagon, there’s no better time than the present.
According to a recent study by Mass Relevance, a social curation firm, people respond more positively to businesses and brands that are digitally connected. The study “found that 59% of consumers are more likely to trust brands that integrate with social media,” while “two-thirds of respondents reported that they have made purchases based on social media content”.
Those wanting to boost their business, specifically through Facebook, should know how to properly navigate and utilize their Facebook page. Sometimes it can be tricky to know when and what to post, and how to reach your target audience. Here are a few pointers:
- Engage your audience: post interactive updates that include pictures, videos or URLs. People would rather look at images than read. Ask your fans what they think – people love sharing their opinions.
- Don’t always post about your business. Post about your interests, or something funny or non-business related that you found on the web. Keep it light – people don’t like to be bogged down in superfluous information.
- According to Facebook, “the average business post reaches 16% of its fans” which, if you have a lot of fans, isn’t very much. Facebook’s new shtick is its Promote button: you pay to have your Facebook Page’s posts moved to the top of the news feed. If you are willing to spend money to promote your posts, then this is a good option. You should reserve this for your most important posts, though, as these can get costly. Pricing depends upon how many users you want to reach, and can range from $5 to hundreds of dollars.
- That being said, you don’t need to post as frequently on Facebook as you would on Twitter. Though Twitter and Facebook are both sharing platforms, Twitter allows users to easily network with people they don’t know, while Facebook is often used for “building relationships before and after the sale.” However, it is good to remain consistent. Post at least 1-2 times a week, so that your page remains relevant and your fans are seeing, and remembering, you on their news feed.
- On your Facebook page, you can “pin” a post to the top of your page. This post remains pinned to the top until you wish to unpin it. Go to your post, click the “Edit or Remove” button and select “Pin to Top”. An orange bookmark will appear in the top right-hand corner of the post. If you want to unpin your post, click the “Edit or Remove” button and select “Unpin From Top”. You can only pin one post at a time. This acts as a sort-of free promotion for your page; however, users must visit your page to see it.
- Create campaigns that are unique to Facebook. For example, Heinz created a Christmas promotion, called the “12 Days of Jalapeno Ketchup”, exclusive to Facebook for its limited edition Jalapeno Ketchup. Though slightly cheesy, the promotion received ample press: numerous blogs covered the story throughout November and December.
In this technological day and age, people are visibly drawn to social brands; consumers use social media as a source for information. Utilizing social media sites gives you more power to reach these consumers and new demographics. Though setting up and maintaining a Facebook page can be a daunting task, your long-term investment can be worth it.
Make sure to attend the 2013 Nightclub &Bar Convention and Trade Show to learn from industry experts. You can check out my session “Expectations of Connected Consumers” on Tuesday March 19th at 10am!
For a free Social Media Assessment, contact Dave Dronkers at Dronkers Solutions. Visit www.bevexcel.com or call (949) 254-5084.
Sources for article
What’s a Facebook Follower Worth?
Consumers Prefer to Do Business With Social Brands