Getting the most from Facebook

Here’s an astounding number: 2.41 billion. That’s how many accounts are on Facebook. Of those, 1.59 billion—more than half—log on daily.

Let’s take a closer look at how to get the best results when marketing your business on the world’s largest social network.

Facebook can be quite effective with business-to-consumer models, especially those targeting men and women ages 25-55 and above. The site’s single biggest age demo is 25-34, which accounts for nearly 30% of all users.

To a lesser extent, Facebook can also be effective in a business-to-business setting. In that case, however, you need to use other social media channels to augment your strategic outreach plan.

Marketing success on Facebook is determined by your interaction with users. Your posts define your brand promise and your company’s personality. That takes a little time and some creativity, but Facebook offers powerful resources to improve engagement.

Click the “Insights” button at the top of your company’s Facebook page. The service displays information on your followers’ demographics and metrics on their responses to your posts.

It also graphs users’ visits throughout the day, allowing you to see when the bulk of your target audience is active on Facebook. Posting new content at peak audience times can greatly improve users’ engagement.

Remember that your posts should be much more than just pushing sales. The goal is to engage and build genuine relationships. Content should be determined by what your followers find compelling on a “What’s in it for me?” level.

Visuals get noticed on Facebook, so look for opportunities to incorporate them. Hiring a professional photographer can be a savvy investment or choose from a stock photo site.

Short videos are great for Facebook and users like sharing them. Your videos might offer insights on news or trends in your industry. You can offer tips for using your products. Or showcase your company’s involvement in community and charity projects. Keep your videos topical and timely. Keep them short by getting right to the point. Include a call to action if possible, and above all, give your videos personality.

Your Facebook posts can mix text with photos and videos. This is where analytics provided through the Insights feature helps determine the kind of material that gets the most views and reactions. You’ll be amazed at how much engagement increases when the right material is posted on the right day at the right time.

Ann Edelman is Vice President of Public Relations and Media for Zehnder Communications, a fully integrated advertising and marketing agency. Reach her at aedelman@z-comm.com. Read her previous installments in this series.

View Comments