September 4, 2013

19 do’s and don’ts of Facebook marketing

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Target audience: Marketing professionals, SEO specialists, nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Web publishers, organizations with a Facebook page.

Guest post by Scott Ayres
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Want some solid advice on how to use a Facebook page for your nonprofit or organization? Then you’ve come to the right place. Here are 19 do’s and don’ts for Facebook pages.

Here’s what to do with your Facebook page

  • Keep posts short and sweet – Posts with fewer than 100 characters (not words!) get more engagement. Why do you think Twitter is only 140 characters?
  • Answer questions and respond to posts– Your page is not a walled garden! Respond to your followers and be personal.
  • Ask questions and ask for feedback – The best posts on Facebook pages tend to be questions. Ask them often and listen to what your users are saying.
  • Participate in the conversation – Customers appreciate business owners who take interest.
  • Provide helpful links — Be sure to help educate your fans, not just promote your products.
  • Follow thought leaders — Find people in your niche and follow them — and make sure to interact with them and their followers.
  • Run promotions – Offer specials, coupons and limited-time offers.
  • Keep supporters and customers informed – If your shop’s going to be closed, let your constituents know ahead of time. If you’re an online company, keep people informed of outages that may be coming or have occurred.
  • Post photos – If you’re a local nonprofit or company, post pictures of your organization and employees. People love to recognize someone around town or in your store or office that they saw online.
  • Say thank you – Thank your followers and fans often. Make them the center of your focus. Continue reading
December 12, 2011

14 surefire ways to engage Facebook users

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Image by kbuntu for Big Stock

Why you need a variety of strategies to keep fans interested in your cause

Target audience: Nonprofits, foundations, NGOs, cause organizations, businesses, brands, social media managers, Web publishers, individuals.

Guest post by Jon Loomer
Digital marketing consultant, JonLoomer.com

The secret to a successful Facebook page is a highly engaged community. You can drive thousands of fans with ads, but the number will be hollow if they aren’t active and engaged.

If you’re a restaurant, poll them on what menu item should get a special Facebook fan price. Ask them to vote on the name of a new product.

Why is this important? An engaged fan who interacts with your page is developing a loyalty for your brand. By being actively involved in your page, they are aware of your product launches and special deals, and are therefore more likely to purchase. Just as important, an actively engaged fan is sharing your brand with their friends, thereby expanding your fan base.

Engage, engage, engage. It’s been said so many times that the word is losing meaning. So what does this mean? Here are several examples of how to engage fans on your Facebook page, but feel free to get creative.

Be interesting
1 This may be easier said than done, but only post information that is interesting to your customers. Make sure it’s relevant and timely. If you’re not sure what your customers like, ask them!

Be human
2 Feature the humanness of your brand. Post with a personality, feature photos and videos of staff members, and show another side of your organization. Along the same lines, no one wants to follow an endless PR stream. People don’t trust PR. Be authentic and honest. Recognize mistakes and involve your customers in the solutions.

A more literal way to “be human” is not to use automated services to post to your page. This isn’t interesting. Most such services don’t allow you to add personal description to the post. People easily sniff it out, especially since these posts are highlighted with a third party icon. Studies have shown that posts made with third party services — automated or not — are less successful.

Prompt a response
3 An engaged fan is someone who not only reads your content but actively comments, likes and shares. How do you get that response? Ask for it! Ask questions in your posts. Ask for fan feedback. Get their opinions. Ask them to share your content. Ask them to recommend your page to their friends. These are your most loyal customers. Involve them!

Be brief
4 Don’t write a book. Whether you’re providing a description of a link you’re sharing or writing a status update, get to the point. Short posts have a clearer purpose and are much more likely to receive a response. Continue reading