Establish Frequency & Tone of Postings
You need to strike a balance of posting content regularly so that you come up often on users’ News Feeds, but not so often that you are perceived as annoying and users choose to “Hide” you. Naturally, your content should be interesting and relevant, and you should strive for an appropriate “personality.”
In developing your online personality, think about the following (adapted from Facebook Marketing: An Hour a Day):
- Audience: Who are you trying to reach?
- Content: How will you provide a variety of content while balancing it with your primary purpose?
- Tone: How will you sound when you communicate to your audience? Informal or formal? First person, third person, or a mix?
- Subject Matter: What won’t you share? Will you release time-sensitive information? Will you be a subject matter expert?
- Community: How will you communicate to your users? How will you build the sense of community?
- Organization: How will your Facebook page be organized? Will you have a custom welcome page?
- Frequency: How often will you post new content?
Give Fans Reasons to Connect
One of the main reasons for Facebook’s success is that it allows individuals to connect with each other. The key is to give them relevant and timely content, of course, but also show responsiveness by replying to questions or comments. You have the ability on Facebook to give a warmer, human tone to your posts that may appeal to some of your audience more than the formal tone of your main website, press releases, etc.
Friendly Facebook postings that link to your meatier information may provide a gateway to this content for audience members who prefer the quick “info snacks” Facebook can provide. You can also use open-ended status messages that are enticing, yet focused enough to serve as a guide to what you want your fans to perceive, thus encouraging their responses and “Likes.” Ask what your fans think of news, policy, and regulations related to your field, invite their ideas for events, resources they’d like to see your organization provide, etc. You can also offer opportunities for your fans to get to know each other by asking them to share something about themselves. This does not have to be personal and can be as simple as asking fans their opinion on relevant news items, or to upload their favorite pictures from a past event to their favorite websites related to your mission.
Create Photo Albums and Events
You can also create photo albums to bring more openness to your organization. Depending on your organization’s focus, this could include albums for events, research/researchers, volunteer drives, major initiatives, etc. This, along with having a tab showing upcoming events that your organization is interested in/attending/hosting, will help keep you appearing on your fans’ News Feeds. Your fan community then has the ability to spread the word by either liking or sharing your photos, events, and video. Their liking and sharing helps reinforce the concept that yours is a worthy organization that helps people, and gives fans a warm feeling that they are helping you by sharing your message (which they are).
Once you have established your Facebook personality, you may also want to market your company initiatives or campaigns using Facebook ads. But that’s a blog post for another day.
Content provided by Aldo I. Bello, Chief Creative Officer, Mind & Media Inc.