With over 1 billion users, Facebook is the largest social media network. The most current research and thought leadership about Facebook consistently point to these important takeaways for success in growing your page:
Video is king
Video is the most popular and effective content on Facebook right now. Mari Smith, author of 8 Eye-Opening Facebook Engagement Stats says, “Videos are the most shared post type, with 89.5 average Facebook shares.”
When your video goes viral, your brand goes viral with it. That’s the brass ring of social media everyone hopes for.
Engage your audience
Andrea Vahl, co-author Facebook Marketing All-in-One for Dummies says, ”[Use] call to action buttons, featured videos and have a detailed ‘About’ section” to engage your audience.
Other effective techniques are surveys, email list building, sweepstakes, contests, shares, likes, invites, key words, search words, hashtags and, of course, comments. According to Lisa Buyer, author of Social PR Secrets, “Shares are considered more valuable [than likes] because a share means people endorse your content to the point of putting their reputation on the line.” When someone shares your content, they’re sharing you. Another great way to increase engagement on Facebook is to ask questions. Smith says, “Posts ending with a question get 162 percent more interactions than the average post.”
Social media has the ability to transform mass communication into one-to-one communication. Here’s a must-read article, also by Smith, about using the Messenger feature for your business. Smith says, “Messenger for business pages makes it easy to offer instant one-on-one customer service, while keeping a record of the conversation.”
Best posting practices
According to Buyer, posting 1-2 times a day is most effective. You can skip a day or two here and there, but not more than that. The most effective posts are authentic and sincere. It’s quality over quantity on Facebook because you have to make your one or two daily posts count. Buyer also said, the No 1. reason 73 percent of social media users ‘unliked’ a brand on Facebook was because the brand posted too frequently, i.e., more than 1-2 times per day.
According to Neil Patal at Quicksprout.com, the best days to post are Thursdays and Fridays. The best time to get the most shares is 1 p.m., and the best time to get the most clicks is 3 p.m.
Measure your results
Sprout Social has many valuable articles on Facebook. According to Sprout Social, “…Facebook data shows that the 18–24 age range is still the biggest demographic using the site.” Ages 30-49 is the next largest demographic.
After 30 likes to your page, you’ll be able to see analytics through Facebook’s Insights feature. Insights provides metrics about your page’s performance such as demographics, page likes, location, language, usage and purchase activity.
Sprout Social is a Facebook preferred Marketing Developer, who publishes a comprehensive database of articles on social media. Here are a few invaluable articles on Facebook, about analytics, hashtags and contest ideas.
The ubiquity of Facebook is such that your brand’s audience is already there and can’t be ignored. Now is the time to use it to its full advantage.