Earlier this week, over 100 social media experts, thought leaders and communicators headed to Facebook’s headquarters in Menlo Park, CA for Ragan’s Social Media & Storytelling Summit. Opening keynote speaker Brian Solis, principal analyst at Altimeter Group, summed up the theme of the conference perfectly when he said, “All of this technology is just a means to connect with other people.”
When Facebook first opened its doors to businesses, many questioned why they should join now. Fast forward to today, and many are left wondering how to revitalize their relevance and see results from their efforts.
“Facebook can reach 1.6 billion people around the world. More than a billion of those use Facebook every day. It’s a large audience, but more importantly, an engaged audience with an average use of 45 minutes a day spent on the platform,” said Craig Mullaney, Strategic Partnership Development at Facebook.
How can brands engage this enormous audience base? They must revisit their digital storytelling skills in order to see more tangible results on Facebook. To get started, here are six tips from Craig’s “Leveraging Facebook to connect with a global audience” breakout session:
As discussed earlier, Facebook has a huge user base. To stand out on users’ News Feeds, focus on a maximum of three content themes or audiences. Organize this by designing a cadence that maps back to those different audiences and can be used in various content formats.
If an event connects with your brand’s messaging and affects your audience, weigh in on Facebook. To ensure relevancy in real time, ask: “Is this post relevant to the audience I care about?”
Consistency is key to setting expectations with fans and followers. The frequency that one brand will differ from that of another size, industry or location. Choose what feels most comfortable for your business leader. Then, stick to it.
Many communicators are more concerned with the unspoken need to reply to every message or comment. Brian disagrees with this notion. It’s more important to reply to high quality comments and questions than all comments made on your brand’s page. This sends the message that you’re listening closely.
Rome wasn’t built in a day and your audience base won’t be either. In such a fast-paced, connected world, communicators must stop and remind themselves that it takes time to find a voice and use it to build an audience.
Plus, as Facebook continues to add new features to its offerings and frequently update its algorithms, these changes must be taken into consideration as well. To stay ahead, communicators must stay up to date with evolving trends and adapt accordingly.
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