If your business is consumer-facing, you can no longer afford to ignore Facebook. Here’s how to make it work for you, ideally with a little professional help from S&® …
1. DEVELOP A SOCIAL MARKETING STRATEGY
All social marketing initiatives should follow a master plan with clear objectives and should be integrated into the broader brand communications effort.
2. DEFINE YOUR BRAND VOICE
Personify your brand, consider its personality and establish the tone of voice it should have when in dialogue with fans. Be honest in revealing who and what you are.
3. BUILD YOUR FACEBOOK PAGE
Create an identity for your brand in the Facebook social world by building your Facebook page – it’s easy peasy. Like your page, share it with friends, and be sure to promote the page in your offline marcoms material.
4. CREATE ENGAGING CONTENT
Post regular quality updates to encourage interaction with fans, ask questions to stimulate conversation and always respond quickly to any comments fans may make. Interesting and entertaining content makes for better connections.
5. AMPLIFY DIALOGUE VIA SOCIAL PLUGINS
Integrate SocialPlugins, Apps, and particularly the Like Button with your website and other online activities to encourage participation and grow your audience.
6. DEFINE YOUR TARGET AUDIENCE DEMOGRAPHICS
By location, age, gender – even by marital status, birthdays or type of education.
7. ACQUIRE FANS THROUGH A FACEBOOK ADS CAMPAIGN
Design your simple targeted ads to increase Page Likes or use to promote Page Posts, setting a budget to pay for Impressions (PCM) or Clicks. Also use Sponsored Stories to increase distribution of News Feeds.
8. MONITOR CAMPAIGN PERFORMANCE IN YOUR ADS MANAGER
View Page Insights regularly. And try testing multiple ad variations to achieve optimum effectiveness.
9. NURTURE ONGOING RELATIONSHIPS WITH YOUR FANS
Engage in conversations with fans regularly to encourage further distribution of content. Review your wall regularly and use Page Insights to help understand your fans’ behaviour.
10. KEEP LEARNING AND TESTING
Listen to feedback, be flexible and don’t be afraid to try new approaches.
Andy Sellers is founder and Creative Director of S&® the brandvertising agency, and a ‘Seriously Creative’ Consultant.