by Ioana and Raluca
It’s that time of the year when we all get all warm and fuzzy over retrospectives. What’s happened, who got it right or wrong, but, most importantly, what’s to be done for things to get a whole lot better. We’re no exception to this look back rule, so here are our thoughts on the lucky thirteen decade of the new millennium.
Facebook made quite a lot of changes in 2013. At a first glance, it seems that competition over newsfeed features is getting tougher. It’s also harder and harder for brand pages to literally get their messages across (ranking mysteries, anyone?), garner their fans’ appreciation and build communities. Despite all changes, content quality is still key, so you still have the power to turn things around and involve even the inevitable, yet so lovely Grinches among your followers. Provided, of course, that you keep your eyes and ears open for those content marketing principles that will help brand-building strategies win the fight for relevance in the newsfeed, and across social networks.
You do know that the Holidays are coming, don’t you? So, what better way to honor them than with a bunch of nicely wrapped quick tips on how to improve and increase engagement around your Facebook messaging.
1. VI-SU-ALS! Yes, that’s right! Images have proven to be efficient both in B2B and in B2C Facebook marketing, as they generate 39 percent more interaction than other categories of posts. O course images should be fun and engaging so, before creating a visual item for social ask yourself: would I share it on my profile?
One of the classics of creativity tips is that of using regular events/holidays as engagement drivers. A great example from GE: a great Thanksgiving Periodic Table.
Tips, quotes, jokes or stats with visual support will generate a lot of engagement, even in B2B communication, as proven by this American Express campaign here.
If you cannot make visuals of your own, use Stock Photos, but make sure they complement your message and aren’t just space fillers. This hubspot slideshow porvides some interesting tips on how to do it in style.
2. Don’t make it all about yourself- yes, that’s right! 3rd party content should be part of your editorial calendar as people will always want to know what’s going on in your industry. Share news, blogs and start the conversation around different topics to address the needs of your audience.
3. Post frequently. But don’t go too crazy, either as a maximum of 3 global posts per day should be enough. Create short posts, with call to actions. From time to time you can ask your fans to share your message, click your link, download your research, if they really enjoyed and engaged with your content.
4. Post timely. Measure results and make sure you have extracted from your social media monitoring tools the right time to post your content. Lots of infographics are there to guide you through the timing maze, but I strongly believe that each audience is unique and there isn’t a recipe for success applicable to all Facebook pages. Don’t neglect the weekends! Your social business should keep the ball rolling even then 😉
5. Are you ready for Real Time Marketing? RTM is a very hot subject in social media. While Oreo is the King of it – awesome campaign here– don’t get discouraged, as simply reacting in real-time to digital challenges will work wonders. Altimeter have done extensive research on it, and they offer some other great examples of how good RTM can be.
6. Don’t be afraid to use promoted posts. As probably less than 16% of your fans actually see your content, promoted posts are a great tool for you to spread the word about your campaigns as far as possible. Here’s a step-by-step guide on how to use them wisely courtesy of Mashable.
What about you? Do you have any recommendation for increasing Facebook engagement? What works best for your brand?
Share your answers with us 🙂
P.S Bonus- The viral video of the week that I can’t stop watching. Great content, great timing, well done!