My recent post about the changes coming to Facebook was quite popular. I suppose not surprising, as it affects potentially billions of people. And for anyone trying to utilize that vast network for business purposes, if those changes affect your bottom line, you SHOULD take notice. Why spend money on a social media budget, if your return on investment (ROI) doesn’t merit the time or money put in?
So does that mean that people should give up on business pages on Facebook? I don’t think so. Yes, people like to interact with their friends and family on Facebook, but they also choose whether they want to follow a page or not. In choosing to like or follow a page, they have shown some kind of interest in it. The key for you as an admin on that page, is to make sure that interest remains. People click on links. They share memes and videos that make them laugh. Thoughtful pieces often elicit comments. The trick now is for you as an admin to work harder to tap into that.
I’m not saying it will be easy, but Facebook has made changes before. There have been cries that organic reach would die. And that just didn’t come to pass. Some pages might have taken a hit, but I suspect they were pages that didn’t put a real effort into their social media marketing strategies. Pages that didn’t understand Facebook’s algorithms and ever-changing rules of engagement. I have had conversations along these lines and watched people’s eyes glaze over when I talk about it. They don’t get it and honestly, don’t care to. Hence why I get hired to help people with their marketing strategies.
It isn’t all that complicated though. You have to understand the nature of people. People want to be entertained. They want content to shock, interest, or educate them. They want to see pictures of people they know, doing things that are funny, awe-inspiring, or that add depth to their understanding of who they are and what they do. Easy to read explanations help those images along. More often than not, the general public isn’t tied up in official lingo or the lexicon of an industry—they want words in layman’s terms that they can grasp simply and easily.
So what should you do? Take a picture of what you are doing. Share a story about an incident that happened that day or that week. Maybe it snowed, or you received an award, or someone put decaf in the coffee machine and people went berserk. It doesn’t really matter, but it makes you more relatable. Add that personal edge to your company, so people care about the people behind the image, versus a staid business page.
As for timing, let your budget dictate that to a point, but aim to have fresh content weekly. Some big pages post several times a day, but for smaller companies, that may not be practical or possible. Once a day is good, but several times a week is a minimum in my opinion. Any less than that and Facebook won’t show your posts to people due to a lack of engagement. Posting once a month might as well make you invisible and might even do more harm than good, as people will think your company has gone under.
If it seems overwhelming, it doesn’t hurt to bring someone on board to help with your content curation. The trick is to have that person understand what message you want to share and what face you want to put on your image. Also, you need to keep them in the loop about important events that happen for your company, and maybe shoot them images of employees at work every once in a while. Plus, encourage all members of your company to share those posts on their own personal Facebook pages, to get your presence out further. It helps!
Good luck with maneuvering Facebook’s newest changes. If all else fails, try boosting a post here and there to see if that helps with your organic reach too. And let me know what works and what doesn’t work for you. See you on the net!
I wade my way through Facebook marketing myself. Come join me there!