The Standard Guide To Social Media Marketing – Chatper 3 Facebook

Chapter 3

Facebook

Continuation of previous post…
Posting on Facebook
Facebook isn’t like an ad or website that can be created and left alone. It’s something that needs to be nurtured, updated and kept active regularly. How often is regularly? That’s up to you depending on your time and the availability of new content and ideas. A good rule of thumb is to try to update every few days – at least once a week, though more is better. That
said, you don’t want to update too often or your message will be lost in a sea of posts.
Updates 101: Writing posts that get responses
If you are a business selling food or products, quality images accompanied by one-liners that intrigue and enlighten make for great Facebook posts. For instance, e-Creamery recently posted a photo of a fresh batch of cookies- and-cream ice cream with text that read, “A delicious standard. Cookies & Cream.” That simple post generated 68 likes, eight comments and one share. Just remember that when posting images they need to be either your own images or ones used with the permission of the photographer. So, how do you write posts that get responses? Keep it simple. Keep it interesting and evocative (a mouthwatering photo of ice cream is both of these things!). And don’t be afraid to celebrate successes – but not too often. Much like in life, you don’t want to brag too much. You can also share links on your Facebook Page. These may be links to blog posts or specific pages on your website. Or you can share the love with other local businesses or topics related to your business with links. Always include a brief line or two of text so people know why and what you are sharing.
6 Ideas for Good Facebook Updates
•Photo with a brief description
•One or two sentences about something happening locally
•Good news about your business or the local community
•Specials, promotions or sales (keep it brief but packed with info)
•Links to relevant blog posts or website pages
•Links to media mentions

Paying for exposure on Facebook

Facebook now offers the ability to create ads and promote specific posts. You pay for these services, setting a specific amount you are willing to spend on each campaign. The cost of ads and promotion is directly related to how many fans your Page already has. For instance, if you have about 100 fans, then your promotion could reach three to six thousand people
for just $5-$10. However, when you have thousands of fans, the cost of promotion rises sharply.
Facebook Ads:
This offers a way to gather a wide range of Facebook users. On your Facebook Page, you can create ads by going to “Build Audience,” and then clicking “Create an Ad.” From there, you can create an ad designed to get more Facebook Likes, share your latest status in an ad or
create a custom ad. You can also choose to limit the promotion to a certain geographical area – such as your town. And you can set a daily budget and time frame. There’s also an “ongoing” option if you want the ad to run indefinitely. What’s great about these ads is that you can really zero in on the users you want to reach.
Facebook Share:
The Facebook Share promotion (seen as a small “Share” link on the lower right of posts) is for specific posts on your Facebook Page. Promotions last for three days, or until the budgeted amount for the promotion is reached (whichever comes first). This option allows you to reach all the folks who like your Page as well as their friends. The post appears with a “sponsored” designation on Facebook news feeds. While this option can lead to new Likes on your page and more interaction, it should be used sparingly, with a focus on posts that contain an urgent message (think contests) or that you most want to be seen. What’s good
about these ads is that they are simple and fast to create and let you easily promote specific messages.
Understanding the Page Admin Tool
Notifications:
In this section, you can see the latest activity on your Page. It tells you who commented and Liked your status updates as well as those who left messages on your Page.
Messages:
These are private messages from Facebook users. Keep an eye out for new ones here, as  they are easy to miss and should be responded to (even if it’s just with a “Thanks!”).
New Likes:
This section shows you who recently liked your Page and when.
Insights:
This graph has a lot of info packed into a little section. Here you can monitor the effectiveness of your posts. It shows how many posts you’ve put up, how many people are talking about your page and how many people are reached through your posts. Hover over the charts for numbers and information. You can also download an in-depth spreadsheet
with detailed data about your Page followers and their engagement.
Invite Friends:
This handy little section lets you know which of your personal Facebook friends haven’t yet Liked your Page. In a simple click, you can invite them to do so, growing your audience easily.
Facebook Management in a Jiffy
Should you schedule Facebook updates?
Posts can now be scheduled in advance on your Facebook Page. Simply go to the Page, create a status update and then click the timer icon in the lower left corner of the status box. From there you can schedule the date and time of your post. Using this option allows you to plan posts in advance and consolidate the time it takes to manage your Facebook Page. Should you use it? Yes, for topics that don’t change with time. However, be sure to keep track of your future posts – and delete or move them if inappropriate. For instance, in a time of tragedy, you shouldn’t have chipper per-planned posts going live as it’s inappropriate and your fans won’t like it.

Planning techniques
Depending on your business, you can create a calendar of what to post and when. Always add fresh, recent content or your Page will seem stiff and dated.
Responding to criticism
In any open forum, criticism will happen. It’s how you respond to it that matters most. First, don’t be defensive. Criticism of your business isn’t a personal attack . Listen,respond appropriately and take it offline if it gets too heated. Avoid deleting criticism (that always looks bad) unless the attacks are personal or offensive to others. As eCreamery’s Jordan says, try to make it right. “Everybody’s going to make mistakes. No business is
perfect,” says Jordan.
The Bottom Line
Facebook is a social media marketing tool that gives you many opportunities for organic and paid promotions to spread the word about your small business. Jump in and get started using the tips in this guide and have fun.
This article is originally taken from The Definitive Guide To Social Media Marketing by Skadeedle.
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