How often do you post an update on your Facebook brand page? Weekly, every other day, daily, more often than that even? There’s not necessarily a right or wrong number of times to post updates, and your appropriate post frequency depends heavily on your brand, the purpose and broader strategy of your page and how interested or engaged your audience is.
Clearly a Gen Y mobile operator or fashion retailer will do things differently to an engineering company or a law firm, but regardless of sector, it’s always worth asking yourself some serious questions to make sure your content is as fresh, engaging and hard-working as possible. Here’s a few pointers to achieving this –
1) What does your Facebook insights tell you?
Every community manager should spend as much time in the back-end of Facebook as in the front end. That means getting to understand your audience; what day and time are they online, and what content do they engage with most? Act on the insights, even if it means chopping out a day’s content here or there. And be prepared for some surprises: maybe your audience is most active at 11pm on a Sunday night, not at 9am on a Monday morning as you previously thought.
2) (As tempting as it might be) avoid straying into spam territory
Ok, so we’re not talking spam in the conventional sense, but avoid ‘shouting’ at your audience. Try to keep explicit brand messages to an approximate 1:10 ratio, unless you have good reason to do otherwise. Similarly, if you see your engagement dropping right off, then maybe you’re over-posting (or indeed, under-posting) or just not hitting the mark with your content. Less is often more.
3) Are you ever scraping the barrel when it comes to content?
You know what I’m talking about here, but don’t try to link your brand to every damn world event or public holiday that’s happening. Obviously if you’re a greeting’s card company then Christmas is perfect for you, but if you’re a wood stain company, then it might not be such a good idea. It’s worth following Condescending Corporate Brand Page for some of the very worst examples of this.
4) An image (or video) tells a thousand words
Social media has been hurtling towards rich media content for a while, but only now are we truly reaching tipping point. So that means telling your brand story though imagery, not endless text updates. Think about what imagery you could use as a brand and invest properly in quality photography and design, not tired stock shots.
5) Embrace Facebook’s new promotional guidelines (sparingly)
As you no doubt know, Facebook now allows you to directly run promotions or competitions on your brand wall, rather than via a third-party app. This can be a double-edged sword; don’t fall into the trap of running competitions or giveaways too frequency, or you risk attracting the ‘compers’, who are only interested in freebies, not what you’ve got to say. But that said, a well-timed promotion or competition can do wonders for your post reach and engagement. Also think of creative mechanisms, such sharing a branded photo or a website treasure hunt – not just a ‘like to enter’.
It takes a brave social media executive to suggest to their client that maybe they shouldn’t be doing social media updates every day, especially when that client pays for said agency’s time, or that there needs to be a dramatic content focus shift. However, Facebook brand pages should be fun, engaging, living, breathing communities, not just a one way conversation. Ask yourself, is your brand page reaching its potential?
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