September 27, 2012

Cheering fansThere are many different ways to use Facebook as part of Internet marketing. If you plan on using Facebook to engage with your fans, however, you should follow the five tips below to get the best results.

#1: Make Content Shareable

You may have a fantastic news story or exciting product announcement, but that Facebook post sits like a lump. Meanwhile, a photo of your pet doing something adorable goes viral. Why? People share things that they are able to personalise with their own spin, or that reflect their own values. Put a picture of your product next to a famous quote highlighting some key benefit of it, and suddenly it’s sharable. Say you’re releasing a new gizmo that is twice as fast with 10% less waste. Try pairing it with the quote from George Allen, “Every day you waste is one you can never make up,” with a caption of “More time, less waste with Gizmo 2.0.”

#2: Think Visually

This was alluded to in the first tip, but you should always think visually about your content. Every post should have an associated visual, even if it is not a photo post. People’s attention goes first to visual images, and then to text, so as your post is competing for attention on a busy page, having a picture associated with it makes it more likely that someone will actually read it. Having read it, they will also be more likely to share something that includes a picture.

#3: Be a Real Person

Facebook is not the place for corporate pronouncements wrapped in marketing hype or couched in legalese. It’s a way for people to feel like they are connecting with the human heart of an otherwise soulless organisation. You have a business culture – show it! Whether you’re an aficionado of a particular kind of music, or let loose with Crazy Hat Day, let your fans know that you’re not all about business.

#4: Get Their Opinions

People love to express their opinions. Make it easy to do by running posts that have 2, 4, or 6 different choices (each with a photo) and asking them to choose their favourite. It could be as simple as picking their favourite colour of the new product, or as silly as choosing the best looking dog.

#5: Monitor, Analyse, and Incorporate

Track the results of all of your postings. Which result in the most Likes? Which result in the most Shares? Which do the most to expand your reach? Can you correlate any of this activity with increased sales? Are there particular days or times of day that you get better responses? Are there particular types or subjects of posts that get better responses? Use the information you gather to refine and improve your strategy.





Sean McPheat

Managing Director

The Internet Marketing Academy


(Image: Stock Xchng)

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