WHY DO PEOPLE FOLLOW BUSINESSES ON FACEBOOK?
- 23% follow to read reviews from other product users
- 24% follow to find out about sales and special offers
Therefore, try to ensure that a high percentage of your posts tune into these known areas of interest.
The first important step is to use a Facebook Page, and not a personal profile, to support your Forever business. Facebook Pages provide response data and reports that show how far your posts are spreading. With a Facebook Page, you can also promote your posts to expand outside of your Like zone.
PAGES VS. GROUPS
Facebook Groups are great for separating different topics and types of people. You could easily have a Facebook Group for your retail customers, one for business prospects and one for your Forever colleagues and team members. Facebook Groups can be closed or open. This means that you control who enters the group. Creating Groups and adding people with known interests is far better than randomly posting content to a page where you are not totally sure on the diverse interests of the followers. This can at times alienate followers.
As you begin to measure your activity on Facebook and you understand how people are responding, you will quickly establish the type of specialist Facebook Groups that can be created. This will allow you to send out information to group members in a much more confident and prescriptive manner.
CLEAR OBJECTIVES OF YOUR POSTS
When you choose to write a Facebook post for business, be clear in your own mind what that post is trying to accomplish. Always be clear on your objective.
- Are you looking to recruit retail customers to purchase Forever products?
- Are you looking to find people for recruitment?
- Are you trying to position yourself as a credible business leader?
- Are you sharing best practice with your team and wanting to demonstrate leadership?
Whatever your motivation and objective for posting, before you create and publish that post, always be clear on what you are trying to accomplish. If you don’t know what your objective is, you can be sure that your followers won’t respond in the way that you want, need or expect.
IMPORTANCE OF MEASUREMENT
A Facebook Page will give you some reports as standard. However, ideally a simple spreadsheet can be created to support these standard reports. It only takes a few seconds to populate this type of spreadsheet but over the period of a few months, this simple habit will give you a clear picture of what your posts have accomplished.
Suggested columns for your spreadsheet are:
- Date of post
- Time of post
- Likes the post generated
- Category of the post
- Total Page Likes before post
- Total Page Likes after post
- Comments made about post
- Your general comments
These measurements will help you to see what has and has not worked and will provide an interesting map of your Facebook activity.
If you get over 100 Likes on your Facebook Page, the Promote function will appear beneath your posts. In my opinion, the Promote facility is well worth trialling and using. I have seen posts literally get 8-10 times more reach and views than those promoted by pure organic means. I have used the Promote function to conduct recruitment; I have sold space at events and even won video production work on the back of promoted Facebook posts.
The Promotion facility also has an option that promotes your post outside of your own Facebook Page Likes and into some of the connections of your fans that you don’t currently connect with. To sum up, Facebook has become a detailed and very sophisticated tool for businesses. It is a very useful tool for marketing and can help to build brand awareness, customer engagement and lead generation, to name a few.
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