Mastering Facebook

Mastering Facebook

In an increasingly digital world, where new communication platforms are developed daily, Facebook remains a powerful marketing tool. Why? Well, besides the total measure-ability, low cost and high ROI, Facebook reaches your target audience when they are most susceptible: down time. Facebook users are browsing things that genuinely interest them and building connections with people they care about. Vancouver-based social media management company Hootsuite calls it a relationship network, identifying this as the ideal foundation on which brands can make meaningful, personal connections with their target markets. After all, that’s what the relaxed, open-minded and engaged viewer on the other end is searching for. But Facebook has a multifaceted reputation: one of proven success and constant (frustrating) policy changes. Take the 20% text rule that restricts text appearing in image posts, for instance. The common opinion is that this policy is ridiculous, but these resented restrictions aren’t going anywhere any time soon, so you’d be better off learning how to work around them while your competition gets bent out of shape. For starters, study Facebook’s advertising guidelines regularly. They may not be riveting, but it will be incredibly helpful when it comes to understanding the grounds on which to build your Facebook campaign. And just like our favourite PGA pros grinding it out this week at Augusta, there is a lot more science and preparation than meets the eye when it comes to “Master”-ing the social media game. Staying a Step Ahead As the rules and regulations of Facebook change for advertisers, so do the options of how to share content. We have come a long way from the original status updates and it’s as important as ever to stay ahead of the curve. 1. Videos This one may not come as a surprise. We all know that video content is becoming increasingly valuable to viewers. But did you know that over 1 million videos are viewed on Facebook each day? Or that the average Facebook user watched 75% more videos this year than last year? (Source: Amy Porterfield). Short video clips fit perfectly into the browsing nature of the Facebook platform, offering a great avenue to viral content. And with the new autoplay function causing videos to begin without pressing play, they are more eye-catching than ever before. 2. Video Playlists Facebook has also given users the option of building a personalized video playlist – an individualized portfolio of videos that reflect each user’s own tastes and trends. This means being able to share more engaging videos in a streamlined format, and encouraging fans to spread them in a more user-friendly format. 3. Craft Multi-Product Ads You’ve likely started to see multi-product ads in your News Feed lately. The new interactive ad boxes scroll left and right, showing various companies or...

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DOs and DON’Ts for Facebook Business Pages

DOs and DON’Ts for Facebook Business Pages

Unless you’ve spent the last several years marooned on an uninhabited island with your volleyball companion, Wilson, you’re already very familiar with Facebook.  I bet you follow your kids there (if they haven’t blocked you ;)) or maybe stay in touch with old school chums. But do you really know the best way to exploit its powers to help you reach your business goals?   Here are some best practices to get you on your way.   If you don’t already have a business page on Facebook, then use this helpful tutorial to get yours up in no time. If you need further help with it, don’t hesitate to contact me. Once you have your Facebook business page up and running (Don’t forget to set up your custom URL), follow these DOs and DON’Ts to help you maximize your ROI.   Adhere to Facebook guidelines. They change on a far too frequent basis, so stay on top of what’s in/out by following the All Facebook Page.   Breaking Facebook’s rules can result in poor page performance or worse, your page being suspended. Start growing your fan base using your personal networks. Share your page’s URL with your friends through email and invite your Facebook friends to LIKE your page. Even if you get only 20 or so LIKEs, it’s a quality Fan foundation on which you can build. Post “high-value” content. Quality content engages with visitors; sales pitches turn them off.  80% of your posts should be “social” not promotional. Here are some suggestions for posting engaging content. Photos and videos achieve higher Reach than text posts.  But be careful here.  Photos that include a URL in the caption have recently been devalued by Facebook, so if you’re going to post a photo, just post the photo and plain text in the caption.  You can add a URL to a comment under the photo once it’s published (a little trick I learned :)), but don’t put it in the caption. A link post that includes an image will get more Reach than one without. Relevant industry news or blog content works well.  For example, if you sell a putting aid in golf, you might want to post some golf tip videos from Youtube or Tiger Woods’ putting stats (Hmmm…maybe not ;)).  Just make sure you add a little commentary of your own to make it personal and include a question at the end to strike up a conversation with readers. Don’t forget to give credit to the source. Multiple choice quizzes, polls and fill-in-the-blank questions are fun and get more engagement. Contests (sweepstakes, photo contests, refer-a-friend or video contests) can be very successful with the right reward/prize. Play around with different kinds of content and see what works for your audience and don’t...

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