The following is part of a series about understanding social media
Now that we’ve learned all about the symbols and acronyms on Twitter, it’s time to handle the other blue beast of social media: Facebook. While Facebook may seem a little more straightforward than Twitter, due to the longer post availability and easier to understand terminology, there is quite a lot to learn when it comes to running a corporate page. Let’s get started!
Engagement – Engagement is an all-encompassing term that refers to anytime a fan “likes,” shares or comments on your content. This is the most important part of using Facebook for your brand as it increases visibility. When a fan engages with your post, it becomes visible in their timeline to friends that may not already like your page. This is a great way to gain new fans without spending ad dollars.
- Like – When a Facebook user likes your page, they are opting-in to become a “fan.” This means that they are more likely to see your content directly from their Facebook homepage; however, it is not a guarantee. Facebook is consistently changing its algorithm so users only see the most up-to–date and what it considers “relevant” content. This means it is important to share relevant content frequently.
- Comment – When a fan wants to directly interact with your update, they have the ability to comment. One of the easiest ways to encourage fan interaction is to add a question into your update. This encourages fans to respond and share their answers to your inquiry.
- Share – Sharing is likely the most coveted form of Facebook engagement for brands. When a fan shares your content, they are republishing it on their timeline for all of their friends to see (this is kind of like a RT, explained in Twitter 101).
Multimedia – Facebook users are highly visual, social media consumers and respond well when posts include some element of multimedia. When an update includes a photo or a video, users are more likely to pay attention and engage with your content. The key here is add compelling multimedia content that supports your brand’s look and feel (e.g. voice) and not just use any random photo or video -- otherwise users may feel like your content is not worth their time and attention. Always ask yourself what this content has to offer your fans before sharing.
A sample graph of Facebook’s week and time insights
Analytics – Facebook’s built-in analytics system, like its algorithm, is continuously changing and improving. This system can be extremely beneficial to brands in learning just how to target their key audiences. One very key piece of data that Facebook provides with its analytics system is what days and times fans are active on Facebook. By pinpointing when your fans are online, you can rearrange your posting times to increase your chances of engagement.
Audience – The most important aspect, aside from the various terms and tactics, necessary to understand how to properly use Facebook is your audience. The target audience for a consumer brand is immensely different from that of a B-to-B company. However, Facebook can be an important tool for companies in either of these categories. According to Pew Research Center, 71% of online adults use Facebook. By neglecting this wide of a segment, you may be missing out on quite a bit of business. The key to maximizing Facebook is to know your audience and provide content relevant to them, whether it is a consumer or another business.
Have any thoughts, comments or questions? Engage with us!