Optimizing Your Social Strategy With Facebook
RachelCaudillo 270005N3A8 Visits (1186)
Facebook is an absolute must for a company to succeed in the social media arena. In this blog, I’d like to highlight examples of companies that are doing social media correctly. After some examples, I’ll discuss how to measure the success of implementing the recommendations below.
ENGAGEMENT AND TIMING:
The Coca-Cola post below is a great example to discuss engagement and timing posts. To engage your audience, it’s great to ask them questions. Whether it’s a straight question, fill in the blank, or choose from a list, this is a sure way to get your audience to interact with you and create a community. Timing is important as well. Posting things at peak hours (avoiding very early, late, and sometimes lunch hours will increase your visibility and potential reach). To avoid constantly trying to remember to post, say around 10am, you can schedule your posts to go live on the hour and in 10 minute increments from there. In the post below, Coca-Cola posted at 6:10PM- coincidence? I think not. While it most likely a scheduled post, it’s still great they’re maintaining their presence and, from the numbers, many interactions.
Posting “behind-the-scenes” images is a great way to make your brand or company seem human. I can talk all day about the importance of transparency, however, it all boils down to one thing: making people trust and connect with you. Below, the bad Karmin posted a behind-the-scenes photo which generated 49 shares, over 6,500 likes, and over 130 comments.
If you have the capacity, a great way to generate interest and increase traffic is to offer your fans rewards. By offering exclusive Facebook deals to your fans (available through Marketplace), you will increase the number of likes and the potential for increased purchases. Below is fashion designer Tory Burch’s Facebook where she offers flash sales (limited time exclusive sales, usually good for 12 hours) and exclusive charitable sales.
Another way to boost your number of likes and engage your audience is to run contests. Beach Riot, a swimsuit apparel company regularly runs Bikini Contests in which they ask their audience to solve riddles, tell stories, or share photos to compete to win a new swimsuit from their current line. In the post, they also route their fans to their Youtube page which increases traffic on that social media platform as well.
Also, you may note that this post is larger than most others (you can see at the top left of the image how the previous posts are half the size) and that is because they set it as a “highlighted” post. To do so, click the star in the upper right hand corner of the published post. See example below:
Embrace Your Fans:
Fans love to be integrated into social media platforms. Take JetSuite for example, they ask their customers who have flown in their private jets before to submit a photo and story about their experience and then the company features two stories a month. This increases the likelihood of the post being “shared” and helps fans relate better to the product or service.
IMPORTANT: MAKE SURE TO ALWAYS AS FOR PERMISSION WHEN TAGGING FANS TO RESPECT THEIR PRIVACY.
It’s so important not only to have your fans engage with your brand, but it’s important to reciprocate. Since it takes two to tango, responding to posts, questions, and thank people for comments builds and solidifies the relationship between the brand and consumer. It’s as easy as “liking” a post from a customer that raves about your product. Remember, it’s rare that a customer takes the time to write something good, since people are much more likely to rant about a bad experience. Leverage the positive comments and encourage it! If there is a negative post, however, it’s a great opportunity to redirect to something more positive. For instance, if an ice cream company who makes fruit bars has someone complain about them using high-fructose corn syrup, they could reply and say something to the effect of “Hi @TAG THE PERSON, thank you for your comment! While we use corn syrup (which is actually hailed as a better substitute than sugar), we use all natural fruit in our bars. That’s why they taste so good while staying nutritious.”
With the new Facebook timeline, you have the option to set a cover photo. I highly suggest you do it, as it is additional visual exposure for your company.
Once you implement a strategy that integrates the points discussed above, you want to know how much it is paying off, right?
Analytics and Measuring:
Facebook makes it simple for you to manage your company’s page. There is an easy to use dashboard that organizes everything you need to see how far your social media efforts have been going.
· Notifications: A list of people who have liked, commented, and shared your posts.
· New likes: Here is where anyone who has “liked” your page recently are listed.
· Messages: Direct messages, similar to email, that are private between you and the recipient. Exchanges do not show up on your wall.
· Insights: This is the gold mine of the dashboard where you will be able to visually see, both numerically and as a graph over time, what the impact levels of your posting and engagement has been.
To get an idea of what the “Insights” interface looks like, take a look at the screen shot below:
1. Total Likes: Number of page likes from page creation.
2. Friends of Fans: Number of possible impressions if ALL people who “liked” your page shared your post(s). This isn’t a very good measure, as it’s incredibly unlikely that this will happen or be a realistic target reach.
3. People Talking About This: Number of engagements with the page in the last 7 days. Examples of actions that count are:
o Liking a Page
o Posting on the Wall
o Liking, Commenting, or Sharing a Post
o Interacting with Polls
o RSVP to the Page’s Event
o Checking in to the Page’s Place
o Tagging a Page (Photo and Posting)
4. Weekly Total Reach: Number of users that have seen your posts. They don’t have to be fans, and even people whom you have an advertisement shown to count.
5. Metrics: Hard numbers (black) and Percentage of Current Numbers (green)
Now that you have all of the tools to execute an effective Facebook strategy and measure its success, the next social media platform is Twitter!