Since Facebook has a large database of user behaviors, this makes it great for advertising and insight—more so than other social media channels.
“Facebook has done a great deal of testing to perfect their organic reach to filter out spam, so people truly see what they want to see,” explains Steve Hatmaker, Jr. a digital marketing specialist for Seismic Audio Speakers, a pro audio equipment manufacturer in Memphis, Tenn. “What users share on Facebook is more likely to be seen by their friends. Other platforms are filled with so much spam that updates often go unseen even by the closest of friends.”
Another benefit of Facebook is that you can combine visuals and tell a long format story. People love stories that activate their emotions, notes Hatmaker.
“Facebook, like all social media platforms, works best when you can tell stories that engage people,” he says. “If you can make people feel, you can get them to pay. Be genuine, provide value, and care about your customer. That is what makes them excited and evangelist for your company.”
Jan Roos, founder of Expert Engines in Manhattan, NY, calls Facebook the TV of our time. “People go there to tune out and be entertained. The content that does well on Facebook is the sort of content that entertains or arouses curiosity.”
Buzzfeed is an excellent example of this, she says. “The compelling headlines they use to get people to their site are what businesses should look to emulate even if it seems silly.”
For example, a recent headline from one pf their top stories was “17 Times Social Media Saved The Day In 2015.” Someone in the weights and measure industry could do “17 Times Measuring Equipment Saved The Day For Manufacturers” and target people in management positions in industrial manufacturing using client testimonials.
Caution when posting
As with any social media outlet, be careful what you post on Facebook, otherwise it could harm your company’s reputation. Megan Ingenbrandt, a marketing and social media representative for Green Technology Services, a South Jersey-based company specializing in IT infrastructure, web design, deployment and IT support, is all for humanizing your brand, so she says it’s a great idea to show your staff off on your Facebook page.
“However, there’s a line between what’s acceptable and what’s bad for business,” she cautions. “It’s best to avoid pictures that have anything to do with your employees consuming alcohol. So posting candid shots of your team from the office Christmas party are never a good idea. Instead, show pictures of your employees engaging in activities during work hours.”
Ingenbrandt also says to avoid the classic hot button topics such as politics and religion. “You never want to offend someone with your social media posts, because it can lead to negative attention for your brand. If you find yourself writing something that could be questionable or in poor taste, can it.”
Bentz recommends not posting too often. “Your posts might be in the news feed of your followers beside the picture of the neighbor’s dog or your high school girlfriend’s kids. They don’t want to see too many business posts in their newsfeed. If they do, they may unlike your business page.”
The most common pitfall Roos sees from companies is driving visitors directly to a shopping cart or order form. People are not in that mindset, she says. Instead, provide value, educate and entertain to get people to click on your post.
“Provide more value to get their email,” she says. “Finally, use email or remarketing to nurture familiarity with your business to get them to finally become a customer. Think about the long game.”