You probably don’t need to be reminded about the central role Facebook plays in your marketing and business development operations. If you have an active company page, you see the evidence first-hand every day.
And if you don’t have an active Facebook company page — or any Facebook presence at all?
Plenty of organizations aren’t yet on Facebook, whether by choice or inertia. That doesn’t make the arguments in favor of launching and expanding your corporate Facebook presence any less compelling, though. Social media guru Jayson DeMers notes that Facebook is the “most popular social networking site for marketers,” accounting for the single greatest share of social referral traffic — well over 30%, as of 2014.
In an increasingly competitive digital marketing environment, simply being on Facebook isn’t enough. You need to know how to harness — if not master — the platform to achieve your company’s marketing objectives.
Start with these 12 tips and best practices for a better corporate Facebook profile.
1. Don’t Neglect the Boring Stuff
Before you dive into the fun stuff, get the boring stuff in order. Flesh out your Facebook page’s contact details, company description, website links, and any other information you want prospects or customers to have. Remember that Facebook’s high domain authority draws many early-stage prospects, including first-time visitors. If they like what you have to offer, they need to know how to take the next step.
2. Engage With Reviewers
For better or worse, your company’s followers will leave reviews and feedback on your Facebook page. You need to be prepared to respond.
Case in point: Notice how the administrators on this Talus Payments’ Facebook page keep up with responses. The company’s social team responds promptly and thoroughly to customer queries and feedback. They’re quick to ask for clarification and even quicker to thank customers for favorable reviews — key attributes of a company that knows how to stay on its followers’ good side.
3. Bring Out the Memes
Love ‘em or hate ‘em, memes are here to stay. If you hope to dramatically increase engagement with your corporate Facebook page, you’ll want to learn how to use them.
Jaja Liao reveals a few secrets from top Facebook “memers” in this incisive Medium post. While you certainly don’t have to adopt their entire playbooks, you can definitely learn a thing or two from memes that have recently gone viral.
4. Ask Questions…
Pose frequent, open-ended questions on your public Facebook feed. Pair them with visual content — for instance, a photo or video of your latest product coupled with a question about how it looks or suggestions for improvement. The watchword here is “engagement.” Questions drive it, and your sales pipeline benefits from it.
5. …And Follow Up on Follower Responses
Asking the right questions is the first step toward sustained follower engagement. Responding promptly and appropriately is the next. Facebook is built to facilitate public and private conversation, after all.
6. Post Regularly
Set out and stick to a regular posting schedule. It’s important that you stay top of mind (and visible) amid the cacophony of your followers’ Facebook feeds, but dashed-off or ill-conceived posts are self-defeating. It’s therefore critical to post regularly, but not too regularly, and adjust based on engagement metric or qualitative feedback from your fans.
7. Create Engaging, Useful Videos
Facebook is a great — and growing — video platform. Use it to post non-advertorial explainers, company announcements, and newly released digital ads. Keep each video short and concise, the better to encourage sharing. Use multi-person production teams (at least one in front of the camera and one behind) and visual effects to boost perceived production values.
8. Mix Up Post Formats
Switch up posts’ length and composition. For every 1,500-word blog-style post, pepper a couple 100-word updates and a handful of catchy memes. The visual impact of your feed on users’ timelines is nearly as important as its content. Poor visual construction is a surefire way to glaze visitors’ eyes over.
9. Cross-Post Blog and Website Content Where Appropriate
Posting duplicate content across multiple web properties is frowned upon for technical and aesthetic reasons, but it’s not always a bad move. Since your Facebook page probably has a larger audience than your company blog, it’s a great place to amplify blog posts and other website content that casual visitors and early-stage prospects might have missed.
10. Don’t Be Shy About Touting Your Accomplishments
Facebook’s high profile makes it an ideal venue for blasting out company announcements and releases. You can decide whether to repost press releases in full on your Facebook page or post shorter updates with links to full releases — the important thing is that you’re publicizing your achievements on what may be your highest-traffic digital asset.
11. Build an Engaging Persona
Facebook isn’t only for talking to your customers. Savvy marketers know that engaging with complementary brands, and even competitors, is just as important. Let your public conversations with other well-known brands speak louder than your public-facing announcements — for instance, a cheeky back-and-forth with a competitor shows that you don’t take yourself too seriously.
12. Watch for Gaffes
Always remember your audience and avoid preventable gaffes. One of the biggest social media “fails” in recent memory was United Airlines’ ham-handed, multi-day failure to properly apologize — on Facebook and in the media — for a physical altercation on one of its planes. The affair extended well beyond United’s Facebook profile, but the same logic applies. When a crisis strikes, you need to make it right.
Roll With the Changes
In early 2018, Facebook rolled out major changes to its popular News Feed feature. According to USA Today, the changes are designed to promote user engagement and tamp down passivity.
“Facebook wants you to spend less time…passively scrolling through updates on your timeline, reading articles and watching videos, but not interacting with others,” writes USA Today reporter Jessica Guynn.
Experts expect Facebook’s changes to reward creators of thoughtful, well-curated content that sparks discussion and follow-up. They expect clickbait — long a Facebook mainstay — to suffer.
One could make a compelling case that that’s how things should be, on Facebook and other social media sites. (Here’s looking at you, Twitter.) But changes like these certainly don’t make corporate social media managers’ jobs any easier. It’s up to you and your team to roll with the changes today and forever more — no matter what forms they happen to take.