Social media is here to stay (and playing tag has never been more important)
We are often asked about social media and how it can be beneficial for businesses. Typically, our clients ask which platforms are most appropriate for them, which features would work best and how they should go about getting started in what - at first - appears to be a very complex area.
So, we decided to write a whole series on the subject to help you on your way. We’ll be looking at each different platform in turn and we’re kicking off the series with the giant connecting machine that is Facebook.
Why businesses like Facebook and why you should too
Facebook is an online social media and social networking site. It enables interactive online chat on a private basis as well as ways to keep in touch more publicly. Friends, family and associates can stay connected in ways like never before and, as you’d expect with a pioneering company of this magnitude, its features are ever-evolving.
On a social level, users are able to comment on friends’ profile pages and they are able to share information themselves. Yet this only scratches the surface of what Facebook can do. For businesses, there are so many opportunities.
With 2.23 billion people logging in to the platform every month, you can increase your exposure to potential clients, generate more business leads and drive traffic to your website. You can build brand loyalty and you can even keep a close eye on your competitors. You can do all of this very cost-effectively by using smart marketing practises. If you reach your target audience, you will organically avoid unnecessary spending.
Which groups do you need to connect with?
Reaching your target audience is made easier when you know the stats. According to recent Hootsuite figures, 7.35% of Facebook’s ad audience is younger than 25. This corresponds with our own findings. Our research shows it’s the older generation who use it most so we often recommended Facebook to our financial services clients who work in pensions and wealth management, for example.
Hootsuite also boldly states that: ‘Facebook is the top platform for both B2B and B2C businesses’, confirming that ’98 percent of the B2C businesses surveyed in [their] 2018 Global Barometer Report use Facebook, while 89 percent of the B2B companies do.
Where to start? Ready to thik activity?
So, you’re convinced that Facebook is right for your business? You are comfortable that it could be extremely beneficial?
If so, you’re probably wondering what to do first?
You will want to start by setting up a page so that you can begin gathering a following.
You’ll need to give thought to the profile pictures you are going to use and to your biography text. A lot of thought. It’s so important as you build your brand that you are consistent. All messages - even subliminal ones - need to create an image in viewers’ minds of the type of business you are. And that doesn’t mean just the products or services you offer. It means your company’s style and ethos. Each word, each image needs to say the same thing and needs to accurately reflect your brand.
Lots of other factors need consideration too. As you begin this journey of interacting online, all your posts, shares and responses to clients will need to be in keeping with your brand, for example.
Post-haste?
When posting, content needs careful consideration. Topics, images and *links should be relevant and informative and always consistent with your brand.
Posts should be designed to encourage your audience to share them. Facebook is now the largest platform for sharing. Liking and commenting has become less common.
As a guide: dedicate a third of your posts to promoting your business and creating profit; one third to sharing ideas, case studies and examples of others’ best practice that could benefit your audience; and focus the final third on engaging your followers and humanising your business.
With most people using Facebook on their mobile, use videos to grab attention quickly, before a post is scrolled past.
*Those ‘links’ we mentioned can prove invaluable in driving traffic to your website. Usually words displayed in bold type, when clicked on they virtually transport you to another web page. Make it one of your web pages that’s clicked onto by remembering to add links to your posts.
Frequency is key. Too much posting can make people switch off and not enough means you will be forgotten. We recommend posting your own content 3–4 times a week.
Other activity, such as liking, commenting on and sharing others’ posts, and interactions in relevant groups, should be undertaken twice a day.
Some find professional help advantageous for the careful planning and research that’s required. If you need us, you know where we are!
So, how can you be sure your Facebook networking is working?
Facebook Insights is a great way to gauge how well your campaign is working. It helps you track user interaction on your page and is easy to understand.
Another way to tell if your use of Facebook is working will be an increase in traffic to your website.
Any additional marketing of your website will work hand in hand with your social media efforts because Google looks for ‘noise’ outside of a website to legitimise it; social media is just one part of that.
It makes sense to base your choice of social media platforms on the types of services you provide and your target demographic. It might be that Facebook is not a suitable option for you. If so, you might find one or more of the other platforms more beneficial. Remember to keep an eye out for our upcoming information newsletters to see which ones could be a match for you!
