Why Facebook Matters to Your Business
Entrepreneurs and businesses of every size have a Facebook Page–and if you don’t, people start thinking you’re “behind the times.”
It’s the “norm.” Don’t ignore it.
Facebook is here to stay.
There are over 600 MILLION active users on Facebook (and counting!). It’s safe to say your ideal audience is on Facebook.
But here’s the deal…
Facebook can feel like over-kill. Or you can feel guilty that you’re not doing enough. That’s why creating a strategy that works for you is so important. This post will help you do just that: find a Facebook update strategy that works for you.
Posting a Facebook Update (status update) is the most integral facet of Facebook. But the goal is to keep things simple, and be efficient with time and strategy.
So today we will help you learn how to create a Facebook updating strategy that works for you. Because you don’t want to feel guilty about how much or little time you’re putting into being present at Facebook.
You will learn:
- Why you’re only as good as your last post
- When to post and what to post
- The best tools to curate content in your industry
- Getting started with your action plan
Getting people to engage with your posts and click the LIKE button next to your posts is crucial on Facebook.
If you’re last post bombed (no interaction at all), not only will Facebook take note, but your fans who saw it will too, and quickly become uninterested.
That’s why it’s important to track what’s working and what’s not in order to keep your content fresh, inviting and interesting.
The first recommendation is to track the links you share on Facebook using link shorteners. I suggest Bit.ly.
Besides, Bit.ly links save you from long and garish looking URLs. Bitly also helps you collect, organize, shorten and share your links.
All links shared via bitly allow users to view complete, real-time traffic and analytics data. Bitly also powers more than 10,000 custom short URLs … something like this http://bit.ly/AnnsYouTube (customized bit.ly short link to Ann’s YouTube page)
Bitly also offers an analytics service that helps users grow their social media traffic.
The next thing to use is Facebook Insights. Facebook Insights is only available for Business Pages.
Here are two areas to watch when you start tracking your Facebook Page using Insights:
1) The average number of LIKES and/or comments.
These stats provide info on your engagement. Track the LIKES and number of comments per post.
All in all, you will know what posts work and which ones fall flat. If you need a number, aim for 3 updates per day.
Watch for UNLIKE spikes. Then pay attention to the content you posted at the time of the UNLIKE spike. This will give you insight as to why people left your page.
How to Start Thinking About Your Facebook Updates to Get In Front of More People
Anything posted on Facebook whether it’s a status update, link or video or picture is considered an object.
To summarize the article above, you need to know the following…
Think of each text update, link, or video or picture update as an object that has three edges. Those edges will determine what Facebook thinks is important enough to put into the top news feeds of your fans.
You want to show up in the TOP NEWs of your Facebook home page. That’s the page that is displayed by default when you click your Home button. It gets a lot of eye balls. Tons!
Your goal is to get into the top news feeds. Here’s how…
When your object is placed on another person’s Facebook Home Page, that’s Facebook’s way of displaying the updates they think you care about the most – which you’ve indicated behaviorally (by liking and commenting those objects).
- How often is the user checking you out? How often are they interacting with you, clicking on your posts, commenting and LIKING. The more the better.
- Type of interaction counts too. More weight is given to comments than LIKEs.
- If your content is recent and has a lot of activity.
Knowing when and what to post. Pictures elicit more response.
This article titled The Anatomy of a Facebook Post has great info about the data behind effective social media marketing.
I personally have found a lot of research on this topic. Much of it is contradictory. But this is what I have found to be consistent across the research that I’ve done.
Image posts (vs. text and video posts) are more engaging as measured by fan responses likes and shares.
- Image posts received 22% more engagement than video.
- Image posts received 54% more engagement than text.
- Video posts received 27% more engagement than text.
Knowing WHEN to post.
Friday posts generate the most engagement. Posts made before noon get 65% more engagement than posts after noon.
I’ve seen this first hand at Ann’s page with regard to posting in the morning.
Knowing WHAT to Post.
Links to your blog posts and 3rd party articles. If you blog often, which is recommended, aim for 40% to your blog and 60% to other articles.
If you’re having trouble finding content that you think would be useful to your fans, use Google Reader and AllTop.com to find content.
Google Reader constantly checks your favorite news sites and blogs for new content. Whether a site updates daily or monthly, you can be sure that you won’t miss a thing. Google Reader keeps track of your favorite websites. Google Reader is also a great way to listen what’s happening in your industry.
It’s simplifies your reading experience by showing you all your favorite sites in one convenient place. It’s like a personalized inbox that you can check daily or weekly (or whenever). Also makes it easy to discover new content that interests you.
The purpose of Alltop is to help you answer the question, “What’s happening?” about the topic or industry that most interests you. Alltop does this by collecting the headlines of the latest stories from the best sites and blogs that cover that particular topic. They group these collections — “aggregations” — into individual web pages. Then display the five most recent headlines of the information sources as well as their first paragraph.
Mix up your photos. 80% professional and/or business related. But work in the 20% of you that is more personal and that you’re comfortable sharing.
We recommend you create your own videos. You can also find great content on Youtube that your audience will find of value. Share 3rd party videos too.
Monitor what content is being shared on Facebook via your niche. That way you’re only seeing their posts. Which really cuts out a lot of the noise.
Here’s Your First Step… Next Actions for You to Take
- Decide on your Facebook scorecard. How will you know if it’s working for you? Know the answer to this question before you get started.
- Create more content and create it more often. Post 3 times a day.
- Activate your network. Give them something to do with each of your posts (calls to actions). Have them vote on something, click on a link to great content, answer a question, post a photo. Tell ’em what to do.