Getting the best from your Facebook page.

Dmac Media recently completed some training days for a retail group on how to get more from their social media platforms.  We had a lot of fun over a few days so I thought I would share some of the key insights for Irish business when it comes to generating customers via social media.  The points I will discuss will focus specifically on Facebook as this is the single most popular social network in the world.  Over 1.7 million Irish people interact with Facebook every day.  That being said you can take most of what I am going to say and apply it to any social platform.  So here are 5 insights to get you thinking.

1. Treating your facebook page like an advertising platform will never work

How many people do you know that fast forward their favourite TV programme to get to the adverts?  Yet the vast majority of business pages show product pictures and very little else. These kinds of posts really irritate users and you should keep them to a minimum.  This is social media; the clue is in the name. Your posts must be sociable, which means talking about things that interest people.  When was the last time you went to a wedding or a social event and talked about your special offers?  If you want to generate likes and fans you need to do more than that.

2. Building rapport is the most vital part of a social strategy

A successful Facebook page is not gauged by the volume of likes alone.  It is gauged by the volume of engagement.  How many people are liking, sharing & commenting on your posts.  If someone comments, likes or shares one of your posts a notification will be sent to that person’s friends which in turn will draw them to your page.  This is how you build a fan base.  The easiest way to get your fans to comment or post on your page, outside of posting great content, is to respond to their responses.  If someone comments make sure to like their comment or better yet reply.  People like to know you appreciate their contribution and this increases the likelihood that they will engage more often.

3. Talk about them – Nobody likes a navel gazer

We all have that one friend who does nothing but talk about themselves.  Make sure your page is not making that mistake.  A business, particularly if it is a retail business, does not exist in a bubble.  The community around you, whether local, national or international, provides a wealth of news, events & trends for you to generate posts from.  Look at what is happening around your region.  Be it the local charity drive or a sporting event. Your customers talk and think about what is happening around them.  By posting information about what’s going on you generate more personal interest, better yet post on other local pages to raise the awareness of yours.

4. Timing is important

When should I post? This is a very common question and the answer is not universal.  With the constant stream of posts passing through people’s feeds it can be difficult to get their attention.  The best time to post is when the majority of your fans are active online.  For some that is a Tuesday afternoon at 3pm.  For others it is Sunday lunchtime.  Fortunately Facebook provides you with specific insights that will give you the specific timetable of your fans.  When they are online and when they are not.  The key metric to look at is not the volume online but rather what time you get the highest level of engagement.  This ensures the best possible traction for your posts.

5. Plan your posts

Considering that most businesses do not employ a dedicated social media person the amount of time available for social activities is limited.  It can also be difficult to post the right content at the right time, every time.  There are two tools that you can employ to make sure you don’t fall behind.

1. Facebook allows you to schedule your posts ahead of time so even if you need posts going out in the small hours of the night you can get organised.  You can schedule an entire week worth of posts in one sitting with just a few clicks.
2. The other tool is a content calendar.  Use a simple excel sheet (or plain pen and paper will do) to create your content in advance.  This will allow you to plan competitions, seasonal posts and anything else that comes to mind.  It also allows you to be more strategic about the kind of posts you make.  When creating your content calendar make sure to take account of special dates like Mother’s Day, Easter or local celebrations.

These insights really only scratch the surface of what it takes to create a strong social media presence but taking them on board will get you well on your way.   If you want to learn more about social strategy why not drop us a line or check out some of our business boost packages