Setting up your Facebook page for success requires understanding and commitment. Here are 5 things that could seem intuitive, but in reality work against you when choosing this platform to connect with your audience.
1. The more posts, the more likes you get.
No. This statement is false. Any one would think that the more active you are of Facebook, the more your audience will engage. The fact is that to make a successful connection with your audience you should focus on quality, not quantity. Your content should be driven by information that educates, or provides resources. If you dedicate your self to post a lot of content that may be uninteresting and/or not sincere is the reason why people will unlike your page and migrate else where. So be original, thoughtful, and careful. Post relevant and authentic content on a regular basis. Remember "less is more" when using Facebook as an engaging tool.
2. Everyone sees your posts.
Although we would like to imagine that everyone in your audience will catch all the valuable information you post; the reality is that it is not likely. Facebook has set tools in place to encourage brands to use their advertising tools. Only 1% of your followers will see your posts, unless they are "boosted" (paid for). Unfortunately, Facebook is not free any more and the reality is that if you want to have a significant presence of Facebook, you will have to pay.
3. The work is done when the content is posted.
Don't believe that all you have to do to engage people is post meaningful content. You can set your posts to automatically upload, but you can't ignore what goes on everyday in your page. Remember that Facebook is an excellent platform for engaging your audience. If you post content, and leave for a few days, you will find that people may have liked it, or commented. It does not stop there. You have the responsibility to be present and respond to your audience as soon as they start engaging in your content. Your audience want to experience your brand and the best way to do it is to respond to their comments and likes. They like to see that you are alive and ready to have a great conversation with them.
4. Facebook will attract your audience by the virtue of the Facebook gods.
May times we think that by having a Facebook page, we will engage more people. No as omnipotent as Facebook may seem, it is still a single tool in your marketing tool belt. Facebook should be a part of an integrated effort that includes your website and other marketing materials. Focus on giving your audience a consistent experience through all your marketing and social media channels.
5. Be social on Social Media
Yes. Please. No socializing or engaging in social media is like going to church and not praying. You must remain engaged with your audience. You would never tell someone about all the wonderful things you do in your organization, and then turn around and leave them behind, right? Always be aware of time and respond to all of the people who take the effort to comment on your posts. By doing this you are showing them that you are present and ready to walk a long path with them.
When you set up your organization's Facebook always be ready to create interesting, authentic content, set some money aside to start boosting your posts, be organized and keep up with your content, tell everyone in other channels you are using to go "like" your page, always be ready to have a conversation and engage.
Resources: Marketing Like I'm Five, Mani Zarrin and Tommy Mendes, 2015
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