Taking Facebook to the Next Level by Jennifer Spara
So you’ve set up a Facebook page for your business. Now what? How do you get more people to like your page? How can you keep the people who like your page engaged and keep your posts in their newsfeed? And most importantly, how do you know if what you’re doing is working?
Get more “Likes”:
Post link to your Facebook page on your website, blog, email newsletter, other social media profiles, or any other places where you or your business has an online presence.
Go offline too – make a sign or use a QR code (the smart-phone scannable barcodes that can link to your page) on your business card.
Share your Facebook page with your friends on your personal profile and invite your email contacts to “Like” your page. Put a link in your email signature too.
Use Facebook ads to promote your page specifically to your target market. Even if you don’t buy an ad, it is a great place to find out how many Facebook users fit your target market. You can specify all kinds of demographics such as age, gender, location, education and interests.
Use a “like-gate” – it’s a special offer or content available exclusively to those who “Like” your page. Make sure you offer something of value to encourage "Likes" on your page. This must be done using third-party software, like Constant Contact’s Social Campaigns.
Most importantly – make sure the content on your page is interesting and relevant. You need to give the people who visit your page reason to “Like” it.
Keep your Facebook page successful:
Be human. Remember, Facebook is a social network – people join to have conversations and share information with each other. Make sure you are a part of that conversation.
Keep your page updated with new content regularly – even posting once or twice a day. Don’t forget to monitor your posts and respond to any comments.
Engage with customers and post interesting, relevant content – customer showcase, Q&A, polls, discussions, behind the scenes, photos, videos and news are all good ways to keep them tuned in. Drive the exchange of ideas by offering fill in the blanks and open-ended questions, motivational or funny quotes/images, quizzes to test fans’ knowledge, showcase your fans’ expertise or work. Whatever you post, remember to make it appealing to your fans’ interests and keep it relatable and on topic.
Include a clear call to action. Make sure your fans know what you want them to do and – even better - make sure they do something you can track. For example, comment or share this post, check-in on your smart-phone when you visit our store, register for this event, read this article, place your order, etc are all ways to elicit specific and measurable responses.
Track and measure your success:
Facebook Insights is a great built-in tool to help you track how many people see and engage with your posts. You can also track your fan growth and your social reach.
Use link-shortening tools such as ow.ly or bit.ly to gather click-through data.
Analyze the data you collect to determine if you are effectively engaging with customers and use that data to track conversions for each campaign you run.
Test and tweak - experiment with your content, posting frequency and times to determine what is most effective and tweak your strategy accordingly.
EdgeRankChecker.com – EdgeRank is an algorithm that ranks objects in the Facebook News Feed. Pages with high EdgeRank Scores will be more likely to show up in the news feed, than Pages with low EdgeRank Scores. Use this website to track your EdgeRank Score.
HootSuite.com – HootSuite is a social media management system for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web-based dashboard. It also allows you to schedule timing of your posts and track click-throughs with the ow.ly link-shortner.
PageModo.com – Pagemodo provides everything entrepreneurs need: a wide variety of gorgeous and customizable templates, easy-to-add features like slideshows, videos, contact forms, and maps, and powerful social media tools like fan coupons and “like” gates.
The Collin Small Business Development Center (SBDC) in Plano, Texas offers no cost, customized business consulting and training to help entrepreneurs grow successful businesses. Through the collaboration of the U.S. Small Business Administration, the State of Texas and Collin College, the Collin SBDC promotes business success by providing management education. We assist small businesses in creating jobs and economic growth by utilizing the elements of quality counseling and training, community involvement and the leveraging of resources.