So you just started your business and want the world to know. So you created your first Facebook page and post content there, share details about your work, on and off. But how professional does your company page look? Stand back and observe. Here are five basic things you might be overlooking:
The ‘About’ Section: This ones tough to get wrong but you’d surprised how many people do. Facebook asks for a lot of info here, and you may not want to fill the entire form, but some sections are mandatory for your customer to know what your business is about. Don’t get lazy about this and take time out to write out a long description, a smart and witty short one, and do not forget mentioning your webpage URL, direct your customers in case they want more info about your products and services. Do not share cryptic advertising taglines in the short description. It gives nothing away and if you’re not a well established brand, it doesn’t help your case. Use the cover photo for your witty copies instead!
Don’t forget to update information as and when changes happen, like say a new office address, a new product or an award. Take a quick look at what you’re saying about your brand in other networks and make sure the description remains (roughly) the same.
Sharing Images: Facebook is more about visual than we give it credit for. So even if you’re sharing an article or a blog post, add an appropriate image. You can sign up for a an istockphoto or shutterstock paid account (it’s money well spent), or look at free images online. Even if you use images that are copyrighten, don’t forget to mention the source in your post copy. The same applies to shared content from other sources.
Keep in mind that Facebook has certain image guidelines. The cover photo is a specific size, and needs to be designed in a manner that the left bottom doesn’t get cut-off or hidden behind the profile picture. A shared image should be a certain size, and a promoted image cannot have more than 20% text on it. Facebook provides a tool to check this ratio. This ensures your ads gets approved, and that your page looks neat and uniform.
Sharing Links: This ones a rookie mistake that gets my OCD into overdrive. When sharing links on Facebook, it automatically throws up a preview. This preview remains, even if you delete the actual link from your post, before hitting post. The preview is clickable and looks so much nicer without that long line of jargon of a link.
When sharing an image along with a link, say a blog post, but you have added an image, use a link shortener to avoid the messy gibberish. Try bitly, google URL shortener, or tinyURL. If you create an account, you can actually track the number of clicks your posts receive which is a big, big advantage.
Engaging: Social media is ‘social’ only when the communication is two-way. It’s great that you’re sharing content but Facebook is also a great tool to listen to what your potential customers are saying about you and your competitors. Many a times, I post on a brand’s wall and hear from them … never! What’s the point of having a Facebook page at all if you’re not replying to messages and posts.
Share content that resonates with your audience, try your hand at polls or simply ask open-ended questions. While sharing ‘engaging’ content demands a separate post in itself, the least a brand can do is give it’s followers the feeling that there is someone at the other end, actually listening and responding to queries and comments. A page without engagement is as good as dead.
Insights: Numbers don’t lie. Spend some time each week to study how your page is doing. Take a good look at some basic metrics: the increase in the number of Likes this week, the engagement i.e. Likes, Shares and Comments and the demographics to understand your target audience better. Who enjoys your posts most? What kind of posts perform the best – links to articles, images, videos? What time of day is your audience the most active? All this information can help you curate content more suitable to your audience at the time that is best. Don’t ignore the ‘Insights’ tab … it’s there for a reason and if you pay just a little attention, it will impact your Facebook marketing strategy greatly and get you on the right path.
Can you think of any other things we overlook as brands? Do share!