Social Media Series Part I: Facebook

In today’s digitally-focused world, it is important for brands to have a presence on and utilize social media to effectively reach and engage with their target audiences. It is estimated that nearly 4.5 billion people use the Internet while 3.8 billion people are on social media worldwide making this a useful medium to reach consumers.

Because of this, Communiqué will be sharing a three-part series discussing the importance of being on what we consider to be the top three social platforms: Facebook, LinkedIn, and Instagram. (While we will only be sharing information about these three sites, that does not mean there are not better platforms for your brand to be on to reach your target audience. We suggest conducting further research to determine the best social media fit for your brand and stakeholders.)

With each post, we will be sharing why it is important to be on these platforms, who is using them, and tips to better connect with your target audience.

Although we will be proposing the use of each platform individually, if it fits your brand, the needs of your audience, and you have the time and resources, then we highly suggest utilizing a combination of all three platforms in order to implement an integrated social media strategy. However, if you are only able to manage one platform successfully, then focus your efforts on using that one platform extremely well.

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In Part I of our series, we will be discussing Facebook. Nearly 70% of adults in the United States have a Facebook account, which means it is important to leverage this platform to reach a large and diverse audience. Having a presence on Facebook is also important when it comes to consumers seeking more information about your brand and for establishing credibility.

An established Facebook account consists of the most up to date information as well as consistent content that provides value to your followers. A well-maintained Facebook page can also improve your SEO (search engine optimization) and where your website appears on a SERP (search engine results page).

Content on Facebook can range from photos, videos, articles and reposting other users’ content. Additionally, it is an excellent way to participate in two-way communication with your audience.

Here are some tips to improve your brand’s presence on Facebook:

1. Ensure the information in your About section is up-to-date

Is your profile picture recent? Do the listed hours on your page reflect your current hours of operation? Has your phone number or email changed? Regularly update the information listed on your page to ensure visitors are able to obtain the information they need.

2. Post relevant content

Share content to your page that is relevant to your target audience and provides value to them. Share informational and relevant articles, post insider tips and tricks related to your industry, or share exclusive giveaways only your followers will receive. Give people a reason to want to follow your brand’s Facebook page.

3. Use a content calendar & schedule posts

While it is important to post consistently, it can actually be damaging if you post too often. If you post too frequently, then your content can cause over-saturation and risks getting lost within the social platform’s algorithm. If this happens, your following may never see all of the posts or people may ignore your content all together. A good rule of thumb is to post at least three times per week, but no more than two times per day. One way to plan ahead and ensure you are posting the right amount is to create a content calendar. Spend some time at the beginning of each week and put together a plan for posting content. There are many online platforms you can use to do this. This will serve as an excellent benchmark for ensuring you are consistently posting content. Also, try out a few different times and days of the week to share posts and see which one gets the most engagement. Then tailor your calendar to post content at those specific times. You can also utilize the ‘scheduling’ feature on Facebook to schedule your content to publish automatically at a certain time. This can be found in Publishing Tools.

4. Embrace engagement

Social media is one of the few opportunities in which brands and consumers are able to engage with each other. You can boost your engagement by sharing posts accompanied by questions, reply to comments, as well as like and share users’ posts. Facebook is a great way to create a community with your audience, so why not engage with them?

5. Participate in social listening

Social media is a platform on which users feel empowered to share their opinions and experiences, the good, the bad, and the ugly. Take some time to really listen to these conversations and use the feedback to identify ways in which your brand can improve and grow. Sometimes these online conversations can make a huge difference when you take the time to listen to your audience and what they need. It’s also good to engage with the negative comments in a constructive way, thanking them for their feedback.

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