Just like with Instagram, the first thing we need to do when managing a Facebook page is to decide who we want our audience to be. This will help you decide on the kinds of content you want to post, what kind of tone and voice you want to have.
Once you’ve figured that out, then it becomes about the strategies you use when getting your content out there.
Video content is found to be the most common and most successful content on Facebook. It’s a powerful way to spread news, updates, and content if done correctly.
Over 80% of Facebook videos are watched without sound. This is likely because of mobile users who check their feeds in public places. Include text and captions in your pre-recorded/edited video content.
In part, because of the notification users get when a video begins, live Facebook videos are watched much more frequently than pre-recorded videos. It’s a great way to give page viewers a snapshot of your daily life. Utilize it for “behind the scenes” content when at a special event or to share moments in your office life you think fit with your voice and audience.
Engaging with clients should always be your top priority. It’s proven that 1 in 3 customers will go to the competition if a brand ignores them on social media, and over 30% of consumers use social media as a place to contact businesses and brands about their services. Make sure you’re always responding to messages and comments you receive.
If Not Video, be Visual!
Posts should always be short and specific. Facebook has an overwhelming amount of content being posted at all times. Your challenge is always to keep your audience’s attention.
Visual posts like links or images tend to do better, and posts with less than 40 characters have the most engagement. Much like Instagram, these posts shouldn’t all be advertising your services, that’s one-way communication. Social media is about being, well, social. Two-way communication is what you’re after.
Additionally, it’s important to give your audience the opportunity to engage. Create a quick graphic with a question or discussion topic that prompts your audience to communicate with you.
Post, Post, Post!
The most successful Facebook pages post about twice a day and tend to hit that sweet spot posting time of early afternoon to evening.
Lastly and most importantly, the best way to find out how you’re doing is by utilizing your analytics religiously. Facebook’s analytical tools are extremely powerful and they’ll give you the best idea of what posts are doing well. Your audience is going to be unique and things that work for them might be outside your expectations. Make sure you’re reflecting on your successful and unsuccessful posts to spot trends and adjust accordingly.