Since the advent of Timeline, Facebook has fast become a hotbed for a range of b2b and b2c organisations to use the social media platform as a way to engage with their audience more closely, and create a unique and recognizable tone of voice. The likelihood is your customers are already on Facebook, so why not direct them to relevant content which will enhance your overall offering. Your customersHere are some of the rudimentary basics to get you started:
- Send people to your Facebook page. How can users Like your page without a button or CTA pointing to it?
- Use automated social media tools (we recommend Hootsuite as a good starter model) to schedule content (such as weekly tweets) and status updates
- Get hands on and engage. Identify brand advocates and interact with them in a tone of voice most appropriate to your brand or organisation
Once you’ve directed a loyal user base to your site, the next step is to assess and analyze who is actually your page. Facebook Insights is an excellent, frequently updated way to do this. To find your Insights, log in to your Facebook page. You have your Admin Panel right at the top. Click “Insights” and then you just have to click on “See All”. Here are a few top tips to navigate your way through the Main Insights tab:
- Hit the individual columns, then it’s possible to sort the posts by descending value in the column
- Reach is the number of unique users who saw your post
- Talking About This is the number of people who have Liked, commented on or shared your post, or responded to a question or event
- Engaged Users is the number of unique people who have clicked on your post.
- Virality is the “Talking About This” number divided by the “Reach” number. Keep a note or work with an analyst to decide on what types of posts are getting the best engagement.
There is a post classification system, as follows:
- Green quotations: Status update
- Film: Video
- Note with a pin: A link or an application that posted on your behalf.
- Frame resembling an outline of a person in a picture: Pictures
A quick ‘n’ simple win to drive more engaged users is by posting text status updates with static or rich media assets. Download the Insights CSV file affiliated to your page, for further probing on the important columns and correlate them with the business metrics that matter most.
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