By Jeffrey Barnhart
Before you answer that question, consider this…Facebook is a continuously evolving platform that strives to anticipate the need of its users and advertisers. Are you aware of the latest changes? To keep up, your Facebook marketing strategy needs to incessantly change. There’s a lot of incentive to do so. According to the fourth quarter 2017 Facebook results, daily active users (DAUs) were 1.40 billion on average, which is an increase of 14 percent year-over-year. In addition, 42 percent of marketers report that Facebook is critical or important to their business.
What does this mean for your business’s social media marketing strategy?
The most recent shift in Facebook business pages and individual news feeds are a perfect example of the need to constantly transform your Facebook strategy. Recently, Mark Zuckerberg announced that the Facebook feed is undergoing a massive shift in what reaches people, which includes moving back to more posts from friends, family and groups rather than news outlets and brand pages. Thus, your business page will have a decreased reach if you’re not evoking engagement in your posts.
You no longer can just repeatedly post, without getting people to like, comment, share and truly engage with your posts and page. Gone are the days of auto-posting from your blog or setting and forgetting. Accordingly, you will need to assign a human to ask questions, answer them and talk to the fans of your page.
Facebook is also looking to increase and deepen the conversations that are being had, by getting away from the typical “Like this cat photo.” With this new evolution, your business page will need a little extra boost from Facebook ads. Advertising will become increasingly important for businesses to reach their audience on Facebook, especially mobile. Mobile advertising revenue represented approximately 89 percent of advertising revenue on Facebook, for the fourth quarter of 2017, up from approximately 84 percent of advertising revenue in the fourth quarter of 2016.
Here are a few ways businesses can give their page not just a facelift, but a fundamental shift in mindset on how businesses can benefit from Facebook:
Create an engagement strategy.
Content is still king, but the way you go about distributing content needs an upgrade. Begin with the end user in mind and what will get them to comment on your post. This will require you to think about what you are posting and the emotion you desire to arouse.
Stop broadcasting messages.
Instead, start talking to and responding to users who comment on your posts. Be sure this is done in a timely fashion. Also, personalize your responses as much as possible and don’t make your posts predictable. Instead, post different content and add eye-catching graphics and video.
Use video, motion and graphics.
Look at how you’re using these, to help stop your audience’s eyes and thumbs from continuously scrolling. Video on Facebook is still exploding and increasing every day, so start looking to incorporate video into your engagement strategy. Facebook has its own set of video and image design specifications, so be sure to check them out.
Measure the engagement.
Pay close attention to the comments you receive on each post and do more of what works and less of what doesn’t. Although it sounds overly simple, many business pages on Facebook are not paying enough attention to the numbers. In working with small businesses, I noticed that even if a business is paying attention to the numbers, they are not doing anything about them. Know your engagement numbers, shift your approach and start talking to your audience.
It pays for businesses to take a close look at its Facebook page, on an ongoing basis, to see how it can best utilize this social media channel to reach and engage as many of those users as possible.
Is your Facebook page due for a facelift? Do you have an interesting story to tell on this topic? Please share it in the comments below.
Jeffrey Barnhart is president and CEO of CMA, an award-winning, full service marketing agency that builds reputation, relationships and return on investment. To ensure that you are successfully managing your brand, it would benefit you to work with professionals who are experts in marketing. CMA can help! Contact us at 800-852-4269 or email us at firstname.lastname@example.org.