Do you feel like you’re screaming your worth across social media but you’re not sure who really cares? Well, you can find out! Social media platforms provide you different analytics that display a wealth of information.
We’ve talked a lot lately about how to get to know your audience. Here are our first two articles:
Have you done the tasks set out in the previous two articles? Now, let’s move on to analytics and using them to help you build a more accurate picture of who your audience is!
We’re going to focus on Facebook Insights, but most social media platforms have some type of analytics you can take a look at. Some of the top things you want to keep an eye on are:
- The total reach of your posts.
- The number of engagements.
- How people are engaging with you.
The video above walks you through mock Facebook Insights data. You’ll learn how to:
-See the demographics of those who are engaging with your posts the most.
-See the time of day your Facebook fans are online.
-Find out which type of posts your fans like and respond to most.
So, watch the video and really get to know who is listening to you! Now, let’s talk about what you can do with this information.
Understanding your analytics allows you to do a few different things:
- Evaluate if this social platform is working for your company. Facebook is a great tool for most companies, but if YOUR audience isn’t there, then it may not be something to put much effort into. Just like we explained here, if you’re a B2B, you may need to put more effort into LinkedIn. See who and when people are engaging with you on the platform and then decide if it is worth it to move forward. NOTE: Trying a platform for a month will not be enough to make this decision.
- Create engaging content. As you take a closer look at your analytics you’ll be able to see what types of posts you should create. When you understand who is listening to you on social media, you can begin talking directly to them, their struggles, successes, humor and personalities. As we’ve stressed over and over, understanding WHO you’re talking to will help you create marketing plans that work.
- Make decisions on when and how to post. You have awesome content to post…now what do you do next? If you watched the video above, you’ll know what times your audience is most engaged on Facebook, so now you can schedule posts to go out at that time. Also, now that you know what types of posts they like best, you can work on creating more like them. Do they love videos? Make a video from the content you have. Even a simple slideshow of pictures can sometimes do the trick! You simply want to create more of what your audience loves, and show it when they’re most willing to receive it. But, remember there is also something to be said for variety in the content you create.
Remember data helps you make decisions but it’s not an exact science. You want to share your company’s personality and mission with your followers. Stilted content that all looks exactly the same isn’t what you should take away from this post. Instead, give your audience variety, but always keep in mind who you’re talking to.
Just keep giving them what they’ll love!
Keep following our “getting to know your audience” series! In a few weeks, you’ll meet our content strategists who will help you start honing your message for the right audience.
As we continue to explore the many different ways you can get to know your audience with our ongoing series “Getting to Know Your Audience,” (clever, we know) let’s take this opportunity to tackle an often underused social media outlet: LinkedIn. A lot of businesses still aren’t engaging on the often ignored platform, meaning they could be missing out on potential customers. So, let’s talk about why your business needs to be posting on LinkedIn.
If all you know of the platform are the frequent emails clogging your inbox from colleagues (and strangers), then it’s high time you give it another look. While posting on behalf of your company on Facebook, Twitter, & Instagram are great practices, you might be surprised to know that your largest target audience just might be those constantly requesting to add you to their professional network.
LinkedIn has long been thought of as a place for individuals to connect to other industry professionals and, hopefully, establish themselves as such in an attempt to gain an edge when seeking out employment.
Now, fifteen years after its launch, LinkedIn has become just as powerful as a source for content as it is for employers looking for qualified talent, and vice-versa.
Social Media Examiner’s study published in 2016 gives us a lot of insight into the usefulness of LinkedIn in marketing. We outline the key points you need to know.
LinkedIn ranked as the third most used social media platform for marketers. Ranking behind Facebook and Twitter, companies are using, and subsequently reading, LinkedIn content more than YouTube, Google+, and Instagram.
What makes LinkedIn such a desirable platform for businesses, you ask? One reason could be the audience. Once you break down how marketers use social media by the type of business they are, the picture gets a little clearer. If you break those numbers up into B2B businesses and B2C businesses, B2B marketers post to LinkedIn almost as much as they do to Facebook.
Even more telling, when asked to rank the importance of social media platform presence, B2C marketers overwhelming chose Facebook as the most important platform, with Twitter at a VERY distant second.
However, when B2B marketers were polled, the majority said LinkedIn was the MOST important platform to have a presence, with Facebook not too far behind. More than three-quarters of that same B2B marketing group plan to increase their usage of LinkedIn this year.
Sure, LinkedIn does have its issues. There is a tedious character limit for business posts, you can’t upload/embed video, and to take full advantage of the platform, you need a paid membership. However, the pros definitely outweigh the cons in this exercise based on audience alone.
So, if your goals include:
-reach other industry professionals
Then you are far more likely to reach your target audience on LinkedIn than you are on Facebook.
If you’ve been putting off joining or even just engaging on LinkedIn, then let this be the statistic that lights the fire beneath you: currently, LinkedIn has more than 500,000,000 registered members that you are currently ignoring. So if you are looking to get your company’s name out there, you might consider adding LinkedIn to your professional network.
Personal-use Facebook isn’t a difficult medium to master. Company Facebook pages are an entirely different story.
But, it’s easy to keep Facebook and other social media at the bottom of your business’ to-do list. Don’t let that happen. Realistically, social media management should fall somewhere in the middle of your marketing to-do list.
If you do keep it at the bottom and your account is mismanaged, the results can be disastrous.
To stop mismanagement from happening, or curb the potential fallout from mismanagement, here are a few dos and don’ts about setting up and managing your company’s Facebook account.
Do: Set up a company Facebook account.
Don’t: Allow Facebook to automate an account for you.
Why: Facebook users can check in, like or review unofficial pages. If you don’t assign an employee or team to manage your company’s presence and preserve its brand image on social media, then you might be letting unsubstantiated, negative claims run rampant on the internet.
Do: Have one person in charge of making and managing your company’s Facebook account.
Don’t: Give the credentials out to everyone on your payroll.
Why: Not knowing who has your account’s username and password can lead to unpleasant situations. If an employee logs in to the company page instead of their personal account by accident and posts or likes something offensive, you’re in trouble. If an employee who has the company’s credentials is let go and maliciously posts something offensive, there’s more trouble.
Do: Ensure the account is set up with an email account that’s linked to your company server, independent of any one employee’s personal account or email address. Ensure you’ll always have access to the account.
Don’t: Allow an employee to add the page as an account is connected to their personal account, which would (initially) give them exclusive access to the company page.
Why: The employee could refuse to grant anyone else access to the page. Even if there are more than one Admin user, additional Admins cannot remove the creator Admin. If the creator Admin ever becomes upset with your business for some reason later on, they could delete the page – forcing you to start from scratch.
Do: Analyze your page performance weekly.
Don’t: Post at only one time of day, or interact with your followers in only one way. Test to see what works, and then keep your followers entertained at the times that they’re online.
Why: If you schedule all your posts to go out at 10 a.m. every Thursday and Sunday, but your target audience gets on Facebook in the evenings during the week, then you’re not efficiently managing your account.
Do: Integrate Facebook posting and activity into your marketing goals and plans.
Don’t: Randomly post when something company-related comes up and cross your fingers for good results.
Why: If you or your employees are putting hours toward something, you should be aiming for some sort of ROI. Social media management is no different. For example, set a goal to reach a certain number of users weekly, then track how much your website traffic increased during that time period.
The time for only dipping a toe into Facebook has come and gone. If it hasn’t already, your company needs to jump into the world of social media and social marketing. And in today’s marketplace, making a splash is encouraged.
Let’s face it; if you don’t have an Instagram account, you at least have some idea of what it is. You’ve heard it mentioned on late-night television, you’ve seen others using it. Ever since Facebook bought the company back in 2012 to the tune of $1 billion dollars, the picture-posting mobile app has earnestly nudged itself into ubiquity on most people’s phones.
The real question here: is your company using Instagram’s reported 300 million users to its advantage? With these 5 best practices, your answer can be a resounding “yes.”
Share on a regular basis
Rule number one of any social media platform—share stuff on a regular basis. Instagram has strange peak times, but generally the best times during the week vary from 7 p.m. on Mondays to 8 p.m. on Fridays.
To make scheduling easier, there is Latergramme. With a multitude of capabilities, being able to schedule a post to occur at precisely the right moment without having to hover over the “share” button has never been simpler.
Get creative with #hashtags
Hashtags aren’t just cutesy little phrases and sayings. Instead, they can be measured and tracked. If you’ve never clicked on a hashtag after you’ve included one, take a tour through a popular one and see how others are using it. If you find that others have begun attaching themselves to the idea, that’s an idea worth exploring more. If the only person using it is your business, it may be time to reevaluate what you’re trying to convey.
Interact with your followers
Anything that attracts others to your business and increases visibility of your brand is a good thing. Likewise, showing people that you’re communication with them is a two-way road. Show interest in another person’s photos, even if it doesn’t have anything to with your business or brand. And if someone has something to say about your business that isn’t favorable, learn how to react to that and turn it into a positive. Use the instantaneous nature of social media to your advantage.
Share clear and attractive pictures
Instagram is the most visual form of social media. The first pillar of a great account is to have visually appealing and interesting pictures to scroll through and “heart”, or like.
A local business that does a great job of taking this basic concept and running with it is Pipers Tea + Coffee. Check out their Instagram for some great-looking shots that really draw you into their culture, experience, and a great cup of joe.
The goal of any social media isn’t just to be quirky, hip, and cool. The point is to drive traffic and attract customers to your business. While Instagram is great at generating interest in your brand, it does have limitations.
Simply, there isn’t a real way for traffic to convert into customers via Instagram. There are no ‘buy now’ links. This is why it’s vital to connect your account to your other pages through coordination of your social media outlets and to your website through the other pages in the bio section.
Instagram is a valuable marketing tool in the utility belt of a company. Building that sense of community and in-the-know attitude amongst leads is a big factor in converting them into valued customers and brand evangelists. With these tips, you’ll be on your way in no time.
If you’re just now joining the conversation, make sure to go back and read part one and part two where we’ve been discussing social media crisis management with Jonathan Bevis, the director of marketing for Cook Portable Warehouses.
We’ve saved the best for last, so let’s jump back in one last time, pencil and paper ready!
5. Develop relationships that fight for your brand.
Any proper sales funnel you come across tells you that the relationship you build along the way doesn’t end with a paying customer. No, you want to develop customers into advocates that help evangelize your brand.
“Whenever someone goes out of their way to say something nice about our company, I make a conscious effort to reward them, in some small way, & develop a relationship. For example, if someone leaves a compliment on our Facebook page, I search our database for that customer’s mailing address and send him or her a handwritten thank you card along with a small gift. I want them to know how thankful I am that they took the time to tell us that we did a good job. You never know when a short comment on your social media profile will turn into something that you can utilize over & over again as a testimonial.”
These advocates come in quite handy when a crisis rears its ugly head, as they will stand in opposition of the offending situation, often telling others about their own experiences. These instances help show the consumer market as a whole that the incident was an isolated one (hopefully) and that your brand is worth trusting and being invested in.
“Brand advocates can also prove valuable when it comes to defending your reputation online. I recently encountered a customer who was unhappy about an experience he had with our company nearly 20 years ago. He made a slightly negative comment on our Facebook profile and within minutes, three separate individuals came to our defense by sharing their positive experiences. It did not diminish the importance of the customer’s complaint but the opinions of our brand advocates quickly illustrated that fact that we do a very good job of delighting our customers 99.9% of the time.”
6. Expect the worst.
Not to be a downer, but social media gives everyone the ability to hear and read about almost anything. That’s a lot of eyes and ears, and a lot of opinions. When a situation develops unexpectedly, being on the scene as soon as possible and equipped to handle the problems at hand means brining the mindset that this could be much worse than it looks.
“Sometimes, I believe an upset customer’s feelings are amplified because they assume that the company isn’t listening. They may leave a comment on your social media profile with an expectation that they will never receive a response or at most, they will receive a canned response from a script.
In my own experience there are three keys which allow you to own the conversation: 1) address the customer immediately, 2) show empathy for their situation, and 3) fix their problem or offer a compromise.”
7. Sometimes, “I don’t know” is the right answer.
As a social media manager, you sometimes are forced to admit that you don’t know all the answers right now. That’s okay! Establishing a point of communication that lets your customer base know you’re aware of the situation is step one, step two is then figuring out how to deal with it. It might hurt at first, but offering an honest answer is better than offering an answer that you’re unsure of and could end up being false.
“Regardless of how much you know about your product or company, there will come a time when you won’t have the answer to a customer’s question. That’s ok! There is nothing wrong with admitting that you don’t know the answer to the question, but you should act quickly to find the answer and follow-up with the customer. This is a great opportunity to delight & impress your customer.
I was monitoring our social media streams one evening from home when a customer asked a very technical question that I did not know the answer to. However, I immediately responded and promised the customer that I would find the answer to their question by 10AM the following morning. The very next thing I did was set a reminder in my phone to ensure I wouldn’t forget to address the question in the morning. The next morning, I found one of our engineers, got the answer, and then responded to the customer. He was happy because I obviously put some effort into the response.”
With these practices in mind, you should have no trouble at all whenever Murphy’s Law is in full swing. You’ll be the social media rock star everyone wants to have on their side! We can’t thank Jonathan enough for sharing his insight with us.
Today, we continue with part two of our series in social media crisis management, joined again by our friend Jonathan Bevis, the director of marketing for Cook Portable Warehouses!
3. Never stonewall someone, and don’t remove their comment(s).
Sometimes the conversation doesn’t go as planned. Maybe the customers have more to say about a specific complaint, or are still angered after your initial response. That’s common. What’s important in these situations is to keep the conversation open and civil. Knowing when to move the conversation into more private sectors (such as direct messaging in Twitter, or Facebook messaging) is essential. Being transparent and honest is crucial, as anyone can screenshot a private message and use it against you.
“When deciding whether a conversation is appropriate for a public or private forum, I try to anticipate where the conversation might lead and what the outcome may be. For example, if I believe the conversation has the potential to embarrass the customer or if I need the customer to provide personal information, I usually move the conversation to a private arena through email or direct messaging.”
Once the conversation has migrated, this is not a cue to delete the public thread or comments. The easiest way to offend someone is to try and mute them. If the comments are publically offensive (including vulgar language or images) then it is okay to remove them. Using common sense in these scenarios often does not fail, just make sure that you’re fan base knows exactly what has occurred and why you removed the offensive posts.
“There have been a few occasions, which required me to delete a post due to offensive language. I don’t mind constructive criticism being visible to the public; especially when we are able to engage that customer in a meaningful dialog and make something positive happen. However, I have a very strict policy against profanity or vulgarity. If a customer decides to use that kind of language, I will immediately remove the post and make an attempt to contact them directly so we can have a conversation in private. I have found that most people are reasonable and appreciate your efforts to resolve their complaint.”
4. Listen and learn.
A proper crisis plan is always being updated with new information and situations. This involves one of the most integral parts of any crisis situation—listen. If a customer or many customers have the same complaint, relaying this information to the proper people can help prevent it from happening again, and offer an opportunity to get a detailed, proper, and thorough response from the decision makers within your brand.
Social media, when used correctly, serves as tremendous tool for listening to your customers. I believe social media provides the best value and ROI when it is used to actively engage your customers in conversations about things that are important to them. I am always excited when a customer engages with us and provides suggestions on how we might improve our business. That feedback is absolutely invaluable. I routinely bring customer feedback into discussions with our executive team and we use it to guide our decisions on a range of issues including changes to our building designs.
As an example, we recently decided to modify the roof pitch on one of our buildings due, in large part, to feedback we received through social media. Customers suggested that changing the roof pitch would make our design more attractive and they were right. The difficult part is establishing a culture within your company that values customer feedback and isn’t afraid to act on it. I am very happy that we have accomplished that goal in our company.
Next time, we will conclude our series on social media crisis management. In the meantime, are you using social media to its greatest potential? Check out our next entry and see what else you can improve on, or see what else you’re doing right!
For those of us just joining us, be sure to go back to our first post in this series and read that before continuing!
Communicating effectively is a crucial part to any position. Whether you are talking to a coworker, your boss, your spouse, or the public, it can be a confounding concept for many people. As marketing experts, it’s our duty to be able to communicate concisely, effectively, and in a way that entices, intrigues, and delights.
That idea can be further complicated by social media, especially when something doesn’t go as planned. We’ve covered the topic of social media extensively in the past, but join us today as we begin the first part of our series of best practices during a social media crisis, with some guidance offered by Jonathan Bevis, director of marketing for Cook Portable Warehouses!
So you’ve entered crisis mode—a situation has developed that could end up with a lot of angry customers. Whether you’re a Fortune 500 company or a mom & pop startup just down the road, the rules largely remain the same.
1. Own the conversation, and own the mistake.
Many people flock to the social media page of a brand when something unpleasant happens, and when they do they’re more prone to write a nasty review or negative comment on that brand’s profile. It’s a sticky situation to be on the defensive, but there is always a right and wrong way to go about handling it.
Too often we see small brands using social media as a shield and sword, rather than an olive branch. If your company made a mistake, it’s okay to admit fault. However, an “I’m sorry” is often not enough.
“It isn’t enough to simply apologize. You must be ready to investigate the customer’s complaint and offer a solution. There will be times when the customer’s complaint is legitimate. Regardless of how passionate you are or how well you do your job, everyone makes mistakes and there will come a time when you’ll have to admit that you’re wrong in front of the whole world, and that’s okay.
Customers are also human and they will, in most cases, forgive a mistake if you take steps to make it right. It is important to remember that your followers, especially followers who have no prior experience with your company, are watching your customer interactions closely. The way you handle criticism on social media can have a dramatic impact on the way your brand is perceived.Admitting your mistake in front of your followers is a little frightening but it is absolutely essential to gaining their trust and making them feel comfortable doing business with you.”
2. Act quickly, and decisively.
When a brand makes a misstep, whether it’s on social media or in the real world, it doesn’t take long for the masses of fans and followers to make their opinions known. Every crisis plan (which every business should have) needs to be ready to go without hesitation. The impact social media has can be global in potential, controlling the conversation always begins with a prompt response.
“I believe the speed with which you address a customer’s concern is extremely important and presents an opportunity for you to shatter their expectations. Managing a successful social media account is a 24/7 responsibility. Just because I’m out of the office, doesn’t mean my customers are taking a break from social engagement. In fact, most of our traffic & social engagement occurs during the hours I am typically out of the office.
Because I manage social media streams for a multi-million dollar company with a large reach, I am never more than a few feet from a mobile device with the ability to respond to a customer. My cell phone is set to provide an audible alarm anytime someone comments on our Facebook or Twitter feeds. It is very common for me to engage with customers during the evening hours or on weekends. There have been several occasions in which I have gotten out of bed to respond to a customer on Facebook or Twitter. If I happen to hear the notification, I will engage the customer immediately.Do you think a customer expects any company, large or small, to answer their question at 11:30 on a Tuesday night or at 2pm on a Saturday? The answer is no. When you exceed their expectations, it allows you to gain credibility with the customer and begin to own the conversation.”
That’s all for now! Join us next time for part two of our best practices during a social media crisis.
How Do You Create “Viral”?
As we turn the calendar over on another month in 2015, March is the herald of many things for those of us living in Kentucky. Daylight Savings Time has begun, as well as the thaw of winter. Yes, the Earth has shifted on its axis, but March Madness may actually be the reason why.
For those working in the Branding, Marketing and Communications department at Murray State University, that often means there’s plenty of work to be done. Controlling a viral sensation is more than a full-time job, and to talk about their recent work we’ve tapped Catherine Sivills and Dana Howard to explain what goes on when viral marketing takes off.
Even for those who don’t watch sports regularly, March Madness inundates our timelines, Twitter feeds, and every other media outlet you check. It’s impossible to turn a corner without seeing a school banner of one affiliation or another. And over the past few years, you’ll more often see the blue and gold of the Murray State Racers.
“Social media is no longer something you can call a ‘fad’,” Dana Howard, social media manager for Murray State’s Branding, Marketing and Communication department, said. “It has fundamentally changed the way a brand or business communicates with the public. What was once a one-way road is now more like an eight-lane freeway,” she said.
Murray State, most notably the alma mater of Isaiah Canaan of the Philadelphia 76’ers, has seen a meteoric rise for their basketball program over the past few seasons. The men’s basketball team has been to the “big dance” in 2010 and 2012 in recent years, and looks to add another notch in their belt with the help of their viral campaign, #RacersDeserveABid.
“The hashtag was started and is continued as a collaboration between our BMC and Athletics departments,” Catherine Sivills, Assistant VP of Institutional Advancement for Murray State said. “It was created by our Director of Athletics Marketing and Promotions and our Social Media Manager who pushed it out immediately after the championship game had ended at the OVC tournament,” she continued. She also added, “We wanted to start something that would convey the feelings of all Racer fans and hoped it would go viral in the prime time of conversation after the game.”
As you can see from the pictures, the hashtag has made its way thoroughly around the internet. The sentiment not only echoed by loyal students, but local news anchors, blog writers, national media, and even Dick Vitale.
This isn’t the first time Dickie V has gotten involved with Murray State either.
“The Dickie V campaign did give us some insight into the power of social media and how our fans react to it,” Howard told us.
“You are only as powerful as your audience allows you to be, meaning your people have to care enough to take it and run with it when you do a social campaign,” she said. “We definitely recognized with #BringDickieVtoMurrayState that our fans wanted to use that platform to project their voice. That audience not only includes current students, but faculty, staff, community and alumni.”
As you can see, it clearly worked. Dick Vitale showed up with his personality in full force for the bracketbuster game against St. Mary’s that was nationally televised. The game shattered the attendance record for any home game hosted in the CFSB Center, with over 8,000 showing up in their blue and gold regalia.
It’s hard not to root for them either. More than just “the home team”, the men’s basketball team is led by a passionate and empowered head coach, Steve Prohm. In his own words here, he tells a harrowing story of how a group of freshman and sophomores have brought back the mentality of success we’ve seen seeded in years prior.
And as of this article’s penning, even Fox Sports and CBS Sports are covering the plight of a mid-major much maligned for being good, but not good enough by statistical standards of a far-away selection committee. How does a school handle the pressure of such a strong media spotlight?
“We definitely take a more hands-on approach with social campaigns. Any time we see the opportunity to get the campus community on board for a social campaign, we not only push it out but we are very aggressive with our tactics and strategies,” Howard told us via e-mail.
“Because of this, we have captured historical opportunities through social strategies like the #BringDickieVtoMurray campaign and the CMT College Sweepstakes. We didn’t pay any money to promote and engage in either of these campaigns,” she said, also adding that, “it was simply the power of social media and the effects of all of them will continue to benefit the university through exposure and learning opportunities for our students.”
It’s a lot to handle, but brand management and social media execution must be pristine when dealing with a viral news sensation such as we’ve seen here.
“We have a talented team on deck here,” Sivills said. “Handling the media is a big task but with the right team and experience on your side, we feel confident in our ability to handle situations as they arise.”
Our fingers are crossed, we hope #RacersDeserveABid will lead to the success they’ve seen in the past.
With new and more innovative social media platforms popping up daily, marketers have to prioritize their time to the ones that will reach the right audience.
So the questions are, which networks leverage your time spent versus visitors, customers and eventually promoters reached, best? After the mainstays of Facebook, Twitter and LinkedIn, which social networks are worth your time?
A platform that often gets overlooked is Google+. The impact on your business can be boiled down to one thing — the influence of Google as a search engine. Think about it, you have a question about anything and everything, where is your first stop? (commonly called Googling it).
Having a Google+ company profile and producing quality content increases the chance of your company appearing high in search results.
A business’ Google+ information is integrated into all of Google’s services including search, maps and news. A snapshot including a picture, logo and basic information about your company, appears on the right side of the results screen with a Follow button.
Remember to post quality messages with images on a regular basis and link to your company’s other social media platforms. Include links to any page you want to drive traffic to in the Google+ link section. Encourage readers to use the +1 feature to recommend your content.
The story section under About Me will become the meta-description or introduction for your business in the search results, so post words that will draw the reader in to click. Also include a title and important SEO keywords about your company in the first 40-50 words of every post.
Build your page by entering basic company information and linking to all administrators’ personal Google+ pages. Post links to blog posts and articles as you would on Facebook or Twitter. Connect your Google+ page with your organization’s YouTube page.
Interact with visitors through a Google Hangout or a conversation about a post. Then build content based on common questions and comments.
There’s no secret formula for why one brand has this many interactions and another has that many. However, we can tell you that the content you post will often influence your engagement rates. As we said in the first half of this series, it’s all about posting the right content at the right time.
- Employ Contests and Giveaways
When people have a chance at winning something, you’ve already piqued their interest. Who wouldn’t want free stuff? Just be sure to set clear goals for your marketing tactics. Then, build a contest or giveaway around those goals. It’s important to keep Facebook’s page guidelines in mind while doing so.
- Be Responsive
If a viewer does engage with you, be sure to respond when it’s appropriate. This is a matter of customer service. You wouldn’t ignore consumers in person or on the phone, so don’t ignore them online either. There’s also the added factor of publicity. Being courteous to those who comment online will earn you goodwill with those who see these interactions.
- Stay Current
Post about current topics to stay relevant. Did something big recently happen in the news? Are there any significant holidays coming up soon? Has the weather been unusual? Find ways to tie these events to your company’s Facebook posts, but only if it’s not too far of a stretch. Forced connections don’t make for good posts.
- Monitor Frequency
Posting too often can become annoying, causing people to unfollow your page. Posting too little will keep you off of their radars entirely. It’s crucial that you find a good balance. Many experts recommend posting to Facebook at least 3 times per week. Some companies may even find benefit in posting 1-2 times per day.
- Post at Optimal Times
It should come as no surprise that certain times are better for Facebook posts than others. What are the best times for your company to be publishing posts? The answer lies with your target demographic. When are these people most likely to be online and, specifically, on Facebook?
Those who work 9 a.m. to 5 p.m. office jobs may be more likely to see your posts around lunchtime and near the end of the business day. Likewise, some days of the week are better for posting social media content than others. A little research into your target audience should be able to give you these insights.
We hope this series has helped answer your questions about Facebook viewer engagement!