Starting from Zero on #SocialMedia - Page 3
Getting Started: Facebook
Outside of their website, Facebook is the primary home for many brands online. The layout of brand pages and incredible user base that Facebook commands makes it easy to effectively set up shop there. Here are a few keys to a powerful start-up Facebook presence:
- A Fully Fleshed Out Profile: Unlike many other social sites, Facebook allows brands to write an in-depth “About” section and provide a great deal of complementary information that can really bring their page to life. Before advertising your Facebook page to potential followers, be sure that you’ve written a clear company bio and selected high quality profile and cover images that communicate your brand clearly. As with any site, pre-populate as much great content as possible.
- Keyword Heavy Posts: Remember, both Facebook’s internal search system and external search engines like Google will scan your page for relevant words. Include words in your posts and the headlines of your content that will be clearly recognizable to both those search engines and your fans alike. Each initial piece of content should be entirely understandable from its subject line alone.
- Break into News Feed: Most brands view their Facebook page as an independent platform set somewhat apart from the Facebook ecosystem. They assume that their loyal fans will regularly browse their page for all the latest news and information on their brand. Unfortunately, this couldn’t be further from the truth. Only 4% of a brand’s fans target = "_blank" will return to that brands page after initial engagement! This means that your best chances for visibility lie in showing up on that individual’s News Feed. Take a look at my post on Facebook’s Edgerank algorithm for the best information on how to crack into your fan’s News Feed.
Building your initial audience
Facebook is one of the best platforms on which to initially advertise your brand to friends and family. It’s likely that your initial batch of fans will be whatever close members of your personal circle your company can pull together to support you, and these numbers will understandably be rather small. While word-of-mouth is a great initial tool, there are many other ways to build your starting audience for under $100.
The two primary opportunities to promote your brand on Facebook outside of word-of-mouth are promoted posts and targeted ads. By paying Facebook a fee, you can “promote” a post to be more visible to the people who already have liked you. Based on Facebook’s Edgerank algorithm, your posts may or may not show up in the News Feeds of even those people who have liked you. By promoting a post, you increase the likelihood of it showing up. Facebook allows you to set a budget for your promoted posts, and see the effectiveness of the campaign while it’s running. Keep in mind, only brands that have over 400 likes can promote their posts. In general, promoting posts that are highly visual or more fun and engaging in nature will yield the best results.Continued on the next page