When I look back to the summer of 2004, as I was about to head off to college, I remember an older friend saying to me, “You have your university email address now, so have you set up your Facebook account yet?” These were the days you had to be at one of the few schools that actually had Facebook in order to use it. Giving her a bewildered look, I responded with, “What is Facebook!?”
Fast forward 13 years later and you’re looking at over two billion users in 2017 compared to the one million users at the end of 2004. Through the constant changes and updates we’ve learned that Facebook isn’t just a place to keep up with high school friends and family anymore. Now, more than ever, businesses are taking to Facebook to develop relationships, capture the attention of audiences, create a comprehensive brand story, and promote interactive ad campaigns.
Get People Interested: Did you know that two billion people use Facebook each month, and that on average one in every five minutes spent on a mobile device is on Facebook or Instagram? This makes a Facebook business page the perfect place to tell your story and spread the word about who you are as a company. You can start by adding a corporate bio to your ‘About Us’ section where followers are given the opportunity to identify and connect with your business through interests, or even the story of how and where your business got its start. A great cover photo here will help capture the attention of new visitors, encouraging them to explore your page. Adding additional photos and videos is a great way to provide a snapshot of the culture and people at your company – allowing users to connect on a more personal level.
Create Awareness with Ads: I don’t know about you, but I am a sucker for Facebook ads. J. Crew sale. CLICK! I need a new rug, oh there’s a Wayfair ad. CLICK! The things I was just looking at on Amazon, oh there they are. CLICK!
With just a few clicks of your mouse, you can easily run ads that are formatted for specified mobile or desktop platforms and targeted towards tailored audiences. Facebook makes the process straightforward and easy. Just start by creating your campaign and choosing your objective. Then name your campaign, create your ad set, select your audience, set your ad placement, and then your schedule and budget. The last piece to the ad puzzle is adding your own engaging graphic (photo, carousel, video) and to finish by entering your payment information and you’re all set!
Earn Loyalty: Have you ever had the most wonderful customer service experience (or the worst)? What is the first thing you wanted to do afterwards? If you’re anything like me, you wanted to scream it to the world – or just as easily share it with two billion of your closest Facebook friends. More than ever before, businesses are focused on providing great customer service and exceptional experiences for their customers. Facebook allows you to be more hands on and relationship driven with your followers. Customers are looking for a place to air grievances or sing praises, and Facebook is the place for feedback. The great thing about this trend, is that connecting with your followers directly is easier than ever. There will always be disgruntled customers but by taking the time to let them know that their voice is heard, you’ll regain their trust and even build customer loyalty in the process. Connecting with your followers can be accomplished by creating interactive posts encouraging comments, opinions, and a forum for conversation.
Create Captivating Content: The age-old question when it comes to Facebook, is how often should I post? While there isn’t a definitive answer to this question, a good rule of thumb is to spend more time creating quality posts and less time crafting superfluous and redundant posts which can actually overwhelm your followers if you’re not careful. One study in particular found that Facebook posts with photos saw more engagement than any other type of post, accounting for 87% of total interactions. Video content has rapidly increased as well, with the average number of views at eight billion per day. Posting informative, entertaining, relevant and helpful content such as this for your followers, will not only help keep them interested, but keep them coming back for more.
By staying focused on these basics, you’ll come to realize that your Facebook business page is less about marketing and sales, and more about interactions, conversations and relationships. So, get in there, have fun, and churn out great content and keep everyone engaged!