Facebook Part. 2: What Types of Content Should my Company Post on Facebook?

 

Every week we speak with clients that are hesitant to use social media, often commenting, “We don’t want our employees posting irrelevant comments.”

In the world of Facebook anyone can post anything such as:

  1. Weather updates, “It’s snowing.”
  2. Begging for compliments, “Trying out the new goatee.”
  3. Starting an argument over sports, “There’s a Wildcat getting ready to eat a Cardinal.”

Though these status updates supply information, it’s completely irrelevant from a company’s standpoint. We live in the digital age, and with over a billion people using Facebook, it’s easy for your business to get overlooked; especially if your status updates don’t relate to your company.

To keep your followers interested and engaged, keep these things in mind while posting:

1. Face-to-face events. You want people to attend your event, right? Promote it on your Facebook page and people will start rolling in with the RSVP’s.

2. Take your current marketing ads and reformat them for the cover photo on your Facebook. The pixel sizes are  always changing. Right now the settings are 851 pixels wide and 315 pixels tall. If you upload an image that’s  smaller than these dimensions, it will get stretched to this larger size. The image you upload must be at least 399 pixels wide.

3.Run promotions that drive your brand. Everyone likes free stuff. Allow your followers to have a chance of winning a prize if they share your photo. By this strategy you’ll gain more followers due to your follower’s friends sharing the photo    on their page.

Facebook Part. 1: How to Manage your Company’s Facebook Account

 

Our clients ask us every day how they should go about getting a Facebook page. In most cases we will manage their entire social media campaign. However, I did think that sharing the typical failure and success would have some value.


Wrong way:

  1. The receptionist, Chris, asks why the company doesn’t have a Facebook page then mentions that he can take care of it.
  2. The office manager agrees to Chris officially being in charge of the company’s Facebook page and thinks to herself:This should be fine (forgetting that he already works a 45 hour week). After all, Chris is a “GEN Y” guy. He is the one that sets people up with new ringtones which means that this Facebook thing should be a walk in the park.
  3. Then Chris sets up the Facebook page under his account. It’s not a new account for the company, the company doesn’t own it, and it’s not even a business account. This means that at some point the account will have to be rebuilt. Think of it like this. You let an employee start the company bank account up wrong and when you rebuilt it you started from scratch and lost all the money (in this case you lose all the “likes”).
  4. Then he spends too much time. Well, you think but don’t really know because you can’t really track it.
  5. Next, you can’t tell exactly what he is doing on there. All you know is that when you walk by his desk, you occasionally glimpse 3 bikini clad girls on Kentucky Lake, clapping while Chris is funneling beer.
  6. At some point a few people post bad things. Not only are negative things being said but the account has not been checked in days so the comments just sit for everyone to read.
  7. All of this and no real measurement. There is no score card, no system, no plan. Just random activities with no measurement.
  8. The posts have no value. It’s silly stuff like “Hey everyone, I just saw the gas meter guy checking the gas meter thingy.” Hey, so what?Hint: Don’t post something that you wouldn’t say to a guest at a party. Visualize a nice dinner party with a respectable crowd. You turn to the host and announce in a loud voice.

    “The gas man came today!”
    Welcome to the official “never invited back” list.
  9. Then it fizzles.People are posting questions and no one is answering. This would be as bad as not answering emails or phones.
  10. Months go by. Chris no longer works for the business anymore. Now the account is locked up and there is a “rogue page” in cyberland.

Chris admitted, page 1413 really helped this “Facebook thing” come together.


Right way:

  1. Step back and think and plan. Just because it’s easy to set up an account doesn’t mean that it’s easy to manage one. Like all marketing, it needs a plan.
  2. Know that Facebook and other social media is just another tool in the marketing toolbox.
    It should be part of a client experience that includes your website, print, blogging…
  3. Make sure that the company sets the account up.
  4. Plan that a certain amount of time is spent posting.
  5. Monitor client feedback. Don’t dread bad feedback. This is your chance to address it and build a better business.
  6. Measure the results. These are computers not billboards. The data is there – you just have to interpret it.
  7. Post value or humanize your company, just like these blog postings.
  8. Be consistent with all activity. All marketing should be.

The Take Away:

The second example should seem much simpler and render much better results. If you want the process to be even simpler, call us or shoot us an email.

Next week: How Facebook can work with your current marketing plan.

The Smell of Persistence

 

The Story:

When it comes to our work, the Innovations team is pretty adamant. We toil and tinker until we get it right.  This extends beyond our daily routines of creation.  It can be seen in our beverage preparation, and it can be seen in our problem solving. Even if that problem solving is finding a rogue, unpleasant smell.

It started some time ago… every once in a while you would enter a room and you would be greeted with a stench that wasn’t dissimilar to that of a decomposing animal. Since the area doesn’t really have any secret spots, it was easy to do a thorough once-over even though we all realized that the smell wasn’t strong enough to physically be in the room. A little time would pass, we’d light a candle and the smell would fade away, forgotten until the next round of stink somewhere down the line.

We would speculate that a rodent got stuck underneath the balcony or stuck in the duct work, then it would fade away and be forgotten again.  Until, one day, the stench was particularly pungent. It was noticeable enough to attract the attention of the whole staff and all visitors.  Obviously, it was embarrassing and uncomfortable and it was decided that we would have to get to the root of the odor once and for all.  And thus began a comically thorough search.

Brittany had been keeping up a regular search since it occurred mostly in her proximity (and yes, she did take an incredible amount of guff for that- Apologies!), but now it had reached a colossal level of stankiness, so, being a natural leader, she spear-headed a full-on search.  She looked again in all of the obvious places before branching out and getting creative.  She climbed into the ceiling and being careful to stick to the planks as to not re-create the infamous Clark Griswold scene from A Christmas Vacation.

But alas, there were no deteriorating rodents, rotten sandwiches, open concept septic tanks*, aging cheeses, dirty diapers, exploded boxes of stink bombs or even the faintest hint of whatever was becoming an office wide obsession.

Brittany had managed to employ the entire team in her plight to solve what can be referred to simply as “the smell” without any further explanation.  It was quite the scene for a while here in the office with everyone exercising their olfactory thresholds in hopes of relieving us once and for all of this sensory torture.  We sniffed the carpets, cabinets and closets.  We whiffed the pots, planters and even plugs.  It seemed to be a phantom scent, as if the ghost of a dead possum was haunting the room.

Running out of places to look, one by one we gave up, retiring to our heavily masked corners of the office.  But that did not stop the office bloodhound, Brittany, from taking the search to the next level, morphing into an almost super-hero state.  She zipped around the room, climbed the ceiling, listened through walls, conducted a séance, and then it happened.  The smell had been found!

[Drumroll] It ended up being something so very peculiar, as expected, but not of the exciting nature.  Little plastic pieces from the light sockets of our lamps were, one by one, slipping off and resting on the bulb, which caused them to slowly melt. Why those little pieces of plastic emanated such an offensive odor is beyond us all, but, as anti-climactic as it is, that was it.


The Take Away:

Here at Innovations we make it a point to keep going until we have results we are satisfied with.  If we’re designing your logo or website, we don’t submit it to you until we are pleased with it.  Same goes for your marketing campaign, video, photography, even your latte or cappuccino.  Sometimes these processes take time, and if you’ve ever wondered why, it’s because we are giving every project everything we have, and then some.