December 02, 2015
/ by Max Bergen
I think more brands have a hard time figuring out how to leverage Facebook for marketing and public relations than any of the other social media channels. Standing out and capturing the attention of users when your posts follow those of close friends and family can be tricky. Here are a few simple tips that can help.
You might notice this as a theme throughout this blog. In our experience, clear goals for every PR tactic are essential, yet often neglected. Before you spend one more minute on Facebook, make sure you understand why you are there. Are you trying to generate leads, engage customers, increase website traffic, or something else? If you are successful with your Facebook strategy, what does that look like exactly?
The most important thing about your profile picture is that it be immediately recognizable as your brand. For this reason, it is usually best to simply use your logo. It will show up next to everything you post and will have a prominent place on your page, so don’t over think it or try to get cute.
The “About” section appears right below your cover photo and it is the first place visitors will look to determine who you are and what you do. It should be clear, concise and compelling. Most importantly it should be there. I’m amazed at the number of business pages I find with nothing in this section.
When you are promoting particular news or content, use your cover photo and pinned post to support your efforts. The cover photo is the most visible part of your page, so make sure it looks great and change it often. For example, if you’ve won an award, create an image that highlights it and link to information about it in an organic pinned post.
You can target your organic posts to particular audience segments. For example, media contacts, prospects, customers and influencers. By tailoring your posts, you make them more impactful to the segment you are trying to reach and you avoid annoying your entire audience with too frequent, irrelevant content. (A common reason that people unfollow brand pages.)
According to a study by Hubspot, companies with fewer than 10,000 Facebook followers receive 60% fewer interactions per post when they post 60+ times per month. Quality and relevance are the key, not quantity.
Measurement is essential for every PR activity. Facebook is no exception. In order to improve your page, you need to understand which posts get the most attention and engagement. Be sure to use tracking codes and Facebook insights to measure the success of your content.
Visual content should be central to any social media strategy. Research has shown that posts with visual content on Facebook get 65% more engagement over a month. To understand the importance of visual elements, just think about how you use Facebook.
If you look at your past results on Facebook, you may very well find that posts published on certain days of the week or time of the day perform better. There’s no hard and fast rule for what time to publish, so you’ll need to analyze the habits of your unique audience.
We’ve saved the most important tip for last. Don’t forget that Facebook is a two-way conversation. When someone posts a comments, asks a question, requests support or even posts a complaint, respond as quickly as possible. Social media monitoring software that alerts you to user comment will help make sure you don’t miss anything.
Facebook and other social media channels can be an important part of your PR strategy. It can also be a massive waste of time and energy if not well managed. With clear goals, good measurement tools and a focus on quality and responsiveness, you can make the most of your Facebook community.
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