When managed correctly, your facebook brand page could be your most useful marketing tool; it can be the first port of call for your potential customer. Your facebook brand page can build a loyal fan base for your products and help people understand exactly what you are doing as a company.
When managed incorrectly, your facebook brand page could have a negative impact on your business; it could lead to a loss in confidence and / or sales. On any social media platform, when things go wrong it can be devastating.
Here is our facebook page management guide for businesses, so you can make sure your brand stands out.
1) Choose your admins wisely. Trusted, knowledgeable members of the team need to be in place. Essentially spokespersons for your brand, it is important you can rely on these team members. A good understanding of both the brand’s industry as well as social media and having the ability to use correct tone of voice are essentials.
2) Set a rhythm for your posts. This may vary from brand to brand, but there is a fine line between too many / too few. Too many updates may see your followers leave your page as they feel they are being ‘hounded’. Too few and these updates will get lost within their facebook feed. Measure how many impressions your post gets, hour on hour. By recording this over 2 – 3 weeks, you will have a good idea of when your last post stopped being effective. 1 – 2 posts every 24 hours should be your benchmark, you can increase or decrease as you see fit. Mashable have some more advice on this.
3) Find the most effective time to post. This will vary depending on your brand. To determine, simply experiment – post before 08.00, post after 20.00 and lunchtime. Over a period of time, you will see which time gets the most engagement (likes / comments / shares).
4) Compose updates as a team. We have found best practise to be having one admin member originally compose updates and then pass them on for further ideas, proofreading, punctuation and to check they are factually correct (Important!).
5) Make your updates engaging. This is a social network, you need to try and keep things ‘social’. You wouldn’t go to a friend’s house and sell them a product. Try to apply the same on your facebook brand page, no hard sell. Making a topical statement relevant to your industry followed by a leading question works well. An image caption post can be popular on the right pages too. Relevant video links and jokes may also be a good area to pursue. Occasionally throw in new product news or links to your brand website, but do not go overboard on this.
6) Respond to all your posts comments. Good or (especially) bad, you have to participate in the conversation. Try to answer negative comments rather than just deleting, as this may further incite whoever posted originally. This is a sweeping statement, but in my experience, the majority of facebook users are a sensible bunch. However, you will always come across negativity in some way. It is how you deal with this that will make your facebook brand page stand out. Sometimes, just ‘Liking’ a comment will suffice.
7) Respond in a timely fashion. Point 1 stated ‘choose your admins wisely’, notice this was admins plural. Facebook is not 9 – 5, so it is important to have a number of staff who are willing and able to jump onto facebook whenever possible. If you can respond to a query / comment quickly, it demonstrates good customer service (see next point too).
8) Be a resource. At the start of this guide, I stated your facebook brand page ‘can be the first port of call for your potential customer’. I also said your admins should be savvy to your brands products / services. If a request for information on your brand comes in and isn’t answered or responded to poorly, the chances are that person will not want anything more from you. One of our client’s pages had a recent query from someone who had relocated to Canada. The follower was lamenting that they now could not purchase our client’s product. A quick search on the internet revealed some local stores that did retail the item. We quickly responded with links to the stores.
9) Give something back. There’s nothing like a facebook competition or a freebie to get your fans attention! This is a great way to build your audience and stir up some excitement on your brand page. Make sure you comply with facebook’s strict guidelines on competitions and use a 3rd party app like Easypromos or NorthSocial. We have found that a value of £300 and upwards can attract in a huge response.
10) Measure your achievements. Social media is free. No it is not, your time will play a key factor to the success of the page. With this effort in mind, it is worth measuring how you are doing. Facebook insights can give you vital information to where you are going right and where you are going wrong. Socialable wrote a really useful guide to insights, which is recommended. . Marketing Land also offer advice on insights.