This is for aspiring and start-up entrepreneurs & mompreneurs.
As promised, I am writing several things I learned from the recently concluded IMMAP Summit (7th Annual Internet and Mobile Marketing Summit – Digital Drive: Trending Towards ROI, held in Power Plant Mall, Makati City last August 29-30, 2013). This blog is the first of a series, as there is a wealth of information discussed in the summit that I am eager to share with you.
To give you a brief background, IMMAP summit is a yearly event very well attended by representatives of industry leaders in the Philippines such as ABS-CBN, Globe, Smart, Citibank, and leading advertising and marketing agencies. Speakers are subject-matter experts, top executives and prominent business owners across Australia, New Zealand and South East Asia. So it is not just some small time event. I was very happy to attend. Big thanks to our friend in SHE DREAMS IN INK.
I know tons of HOW-TO guides have already been written about “Managing Your Facebook Page.” But I would like to share with you tips and best practices that have really worked for us over the last couple of years that have been validated during the summit as well.
Before I go on with the LIST, I would like to share with you several important points that have been highlighted in the IMMAP by Nick David Fawbert’s topic – Digital Driving Growth. Mr. Fawbert is the Head of Digital Enterprise of Media Corp.
Disclaimer: This is not the whole content of Mr. Fawbert’s discussion. These are snippets that I found to be most useful and applicable to me as a small entrepreneur and business owner.
Map down your objectives for having a Facebook page (or other social media page for that matter).
What is it you’re genuinely trying to achieve?
Before attending the IMMAP, one of my focal points in managing our Facebook pages has always been to increase the fan base and likes. I was thinking that people and companies measure their Facebook page’s success through the number of fans and likes that they get.
Important questions that have been asked over and over again during the summit: “What is your main objective for having a Facebook page (or social media page)? Is it to increase the likes? Increase the followers? Have more fans? Then what? What do you do with the likes?”
One of the lessons I learned from the summit, as an Entrepreneur, is that if you cannot convert these likes and fans into engagements, or cannot convert them into buying customers, then what are the likes for? For brand building? Yes, it will help. Then what? After brand building, what comes next? It’s still all about selling.
Every entrepreneur would want to convert these likes into useful engagements that would result to increased brand recognition, more customer engagements, higher customer loyalty and ultimately more sales.
For celebrities, they would want to increase likes, so they can endorse more products from companies, which could bring in more customer engagements, more brand loyalty and again, more sales to that company. So it makes sense for them to “just” build fan base. But as an entrepreneur, “just” building fan base and counting likes is not the end goal for us.
Facebook success is not measured by likes:
I used to look up Facebook pages of competitors and other brands that I like, and look at the number of likes. “Oh they only have 100 likes, their products or services must not be that good!” I used to laugh at brands and companies that cannot increase the likes. Until I’ve learned from IMMAP, that the page likes should be relevant to the type of business you have. If you have a B2B business, for example – a website company, you would want people who needs website to like your Facebook page. That is your target market. If you have 100 decision makers who need your products and services liking your page, then that’s a good number of likes. If you have 1000 likes from people who do not need your products and services, then what are the likes for?
Again, the number of likes does not measure a company or brand’s Facebook success. You would want your target market and your influencers to like your page. That is quality “likes.”
BEST PRACTICES IN MANAGING YOUR FACEBOOK PAGE
1. Have a professional cover page. First things first. Have a great layout for your cover page. And size your logo properly for your profile picture. Your cover page and your logo is your first impression to your audience. Heard of the saying “First Impressions Last”? There are many affordable design companies out there that offer fantastic graphic designs for start-up entrepreneurs and mompreneurs.
If you do not know of any, try GAME CHANGER for affordable Facebook cover pages and graphic design solutions.
2. Pay attention to your grammar, spelling and punctuation marks.
You would be surprised at how much people pay attention to small details like correct usage of punctuation marks, grammatical errors, typo errors and wrong spelling. Afterall if you are not paying attention to small details like these, how can you be trusted with bigger things. Again, this is dependent on your target market. If your market is like ours – very intelligent, well travelled, highly educated, meticulous – then please pay attention to your grammar, spelling and punctuation marks.
3. Engage your audience. The speed of business you get is relevant to the speed of your replies. Do not let your customers wait. Put engaging contents. Use eye-catching and good quality images such as photos. “A photo speaks a thousand words.” Words alone are boring. It doesn’t get the message across the way a picture would. Use videos. Check out user-friendly VINE, for making short engaging videos. You can also put funny or inspirational quotes, touching stories, useful tidbits, HOW-TO guides, trivia, etc. Be entertaining. Be educational. People love to share how-to guides and tips. Take note of what captures the attention of your fans. Facebook has a feature that tells you which posts have gained more likes and comments. Do more of what works and less of what doesn’t work.
“If we stop sharing, we stop caring. Give people something to share.”
When you create content, test it, revise it, measure it. Keep on doing this until you find your sweet spot with your audience.
If you do not have time to make contents, try GAME CHANGER for content management.
4. Be original. In this day and age, there is wealth of content that you can find online for your page. To make your life easier, you can just download related contents and upload in your Facebook page. However, original owners watermark most of these contents. So you will be promoting their company for free. If you have your own materials, and people share and repost it, you get free marketing. Use your own voice. Be authentic. Fans and friends like your page because they like what you do. Your voice in Facebook should be true to your brand story. Always put something new and fresh that your competitors do not have. As Mr. Fawbert puts it – do not be a “pointless copycat” or “burpple rip-off.”
5. Be relevant. Make your contents relevant to your company, to your products, to your values and beliefs so your fans would learn more about you. Your contents would tell your audience that you know who you are. Tailor your contents to the seasons, the upcoming holidays or whatever is happening at the moment.
6. Be consistent. Post daily or at least 5 times a week. Your posts would appear on newsfeed of some of your fans. This is one way to be “on top of your audience’s mind.” Do not over-post! Some companies post hourly, which is just way too much if you ask me. Unless you are a news channel that needs minute to minute reports.
7. Keep it short. We all know that we have short attention span, so keep your posts short. Posts with fewer line of texts have 60% more likes, comments and shares than longer posts simply because you are getting your messages across faster.
8. Offer contests and limited promos. People love to win prizes. Always use a call to action. Your fans are more likely to like, comment, share and participate if you ask them to do so.
Remember your objectives in each of your Facebook posts. AIDA – Awareness, Interest, Desire, Action. At the end of it all, it’s all about PERFORMANCE, PERFORMANCE, PERFORMANCE. Digital performance is about the customer journey, helping companies reach out to customers, and finally making the sales!
Drop me a line or share this blog if you find this helpful to you.
Photo credits: OldEnglishCo for the icecream icon