There are very few things in a Social and Digital Marketing strategy as non-negotiable as Facebook. With over 1.25 billion (with a B) active monthly users, who actively and readily engage with any number of brands and publishers and build communities around them, there is no company that can afford to ignore this important channel. Understanding that and executing on it can be two very different things, though.
Image dimensions, confusing reach algorithms, unexpected reactions to content, or worse, no reaction to content, are just a few of the hurdles we all face as we attempt to use Facebook to engage with our followers, readers, and customers. In this first installment of our Best Practices series, we hope to demystify the basics of operating on each social channel, and leave you with easy tips to use to improve the value you see from them.
Our infographic outlines the image sizes to use for each place. In creating these, keep in mind that Facebook isn’t the same thing as a corporate brand page. Images should be fun and engaging, not simply a brand logo. When it comes to self-promotion, in general, a light hand is much more beneficial for you than heavily promoting yourself. We recommend 80% of your content focus on things that are interesting to your audience and that they enjoy, rather than on yourself and your products. For instance, if you’re an Outdoor and Sports retailer, videos teaching people proper fly-fishing techniques, or how to pull off a water-skiing trick are great ideas that your customers will love. This lets you “earn” the attention for your self-promotional stuff later on.
Facebook is different from other social networks, especially Twitter, in that Facebook determines based on engagement from a small portion of your fans how many it will show your content to later on. Posting at the right time of day to ensure engagement can increase your visibility and reach for hours. This time is usually in the evening, but you should always test to learn when your most engaged audience is online.
Our own tests have shown that posting too often, more than 3-4 times per day, will drastically decrease your reach. Most of all, with all content, remember to be genuine, share and link with other pages, and keep your customer’s interests at the forefront of content strategy. If you wouldn’t like it as a Facebook user yourself, neither will your customers.
Infographic by Nathan Allen