… by Shannon Hooley
Facebook success doesn’t just happen because you have an attractive profile. Sometimes companies can fail because of the inability to maintain a page in a way that keeps the like base continuously interested in the page. Follow the steps below and you’ll be on the way to making your Company Facebook Page a superstar!
First you may want to ask yourself what is the purpose of your Facebook page. Does it inform people about news involving your company, does it serve as a portal for special deals available only to your like base, or is it a way to communicate with your customers? This decision will determine the tone of voice you will be using for your posts. If the posts are conflicting with the reason people visit your site, you may quickly loose your followers attention. There is no right way to do this. The decision is usually based off who your target audience is, and what you believe they will respond to.
It is a good rule of thumb to decide how many posts a week you want to put out. Remember that the Facebook community tends to be picky about who they like, with the average number of users only liking around 80 companies (Press Room Statistics, 2010) (compared to Twitter where the average number of Companies people follow is around 346 (Twitter Counter Statistics, 2010)). Knowing this, people that like your Company Facebook Page are more likely to receive your updates than your followers on Twitter would be, so courtesy suggests you send out around 1-2 posts a week. This number will keep your like base interested in your content without overpopulating their news feed.
To keep track of your posts you could set up a schedule that lists out what you want to post and when you want to post it. This will ensure first, that you have enough content to make your posts worthwhile, and second, that you are sending them out at an acceptable rate.
Once you have sent out your posts, it is always a good idea to re-evaluate. Look back at your wall; were your posts received well? Did your posts have feedback or customer interaction? Most importantly did your posts achieve the goal you set for your Facebook Fan Page when you first started? If they did, congratulations! Keep up the good posts.
If your posts made little to no impact on your page, it may be time to change up your strategy. This could mean changing the tone of your messages or changing the reasoning for the page. This decision should be made on a case-by-case basis as not every page will be the same. Try posting again, and re-examine.
Maintaining a Facebook Fan Page can be time consuming, but if you have built up a receptive like base, your Facebook page could be a success! If you try this and can’t seem to achieve the results you desire, or simply don’t have the time, you might consider hiring a marketing firm to take on the heavy lifting and run your Facebook account.
In the end, building a successful Facebook profile can be an important tool to creating buzz and generating good press for your Company. If done correctly, your Facebook can serve as one of your most powerful assets. Now go use these tools and promote your Company on Facebook Like a Superstar!
Shannon Hooley is a social media specialist at TMA E-Marketing, a full service online marketing company based out of Minneapolis, Minnesota.
- Facebook. (2010). Activity on Facebook. Press Room Statistics. Retrieved October 1, 2010 from http://www.facebook.com/press/info.php?statistics
- Boris. (September 30, 2010). Twitter Counter Statistics. The Next Web. Retrieved October 1, 2010 from thenextweb.com