Foreword Online

Ideas, information and industry news for collegiate retailers

Need to Rethink Your Facebook Strategy?

Posted by Joe Clarkin on 7/17/14 11:00 PM
Topics: social media, college retail, facebook

The following excerpt is from a post by Olsy Sorokina, originally posted on Business 2 Community. We've chosen some highlights that may resonate with collegiate retailers; read through these points and then check out the full article for more excellent advice.

Have you been slacking off when it comes to updating your brand’s Facebook Strategy? Have you been working with the same strategy since before the introduction of Timelines? You’re not alone.

Facebook is constantly adding and optimizing new features to keep up with the fickle desires of its audiences and keep its spot as a leader in the world of social media. Some of these additions, such as the introduction of the cover photo, are obvious from the start. Other changes take a while to register, and can work against your brand’s social media presence without you realizing it. In order to avoid this, and to make sure your social media strategy is up-to-date, here are several Facebook features introduced over the past three years that you need to understand to keep your Facebook strategy fresh.

Profiles are personal, and Pages are professional

Keeping a Facebook profile for your business is not only outdated, it violates Facebook’s Terms of Services. There are countless advantages to a Page for your business; it makes building a relationship with a fan or a customer effortless, as they are only required to ‘Like’ a page to start receiving updates from your brand. Pages also get the perk of Facebook Insights, a free analytics feature that track the results of your Page on the network.

Over 50 percent of Facebook users are mobile

Facebook boasts over 1 billion users and more than half of these use the mobile platform. Facebook Mobile app has a permanent spot on top of the free app charts for both iTunes Store and Google Play. Make sure to optimize your updates for mobile, and make sure all your shared external links lead to mobile-friendly pages—so you don’t scare off half of your potential audience!

Users do judge the Page by its cover

There is no excuse for disregarding your Facebook Page’s cover photo in 2014. Introduced in 2011 along with Facebook’s Timeline, a cover photo is a great way for customers to get to know your brand: you can use it to encourage link visits, advertise an upcoming event, or simply get new visitors to ‘Like’ your page. Some tips to keep in mind: make it colorful, center- or right-align your cover photos for better mobile optimization, and try to keep it light on the text.

People use Facebook for the lulz

Multiple studies released around Facebook’s 10th anniversary agreed on this as the most common reason to use the social network: users log in to get some laughs. Sure, people share facts about their lives, but those also get more ‘Likes’ if the update happens to be funny. Don’t be afraid to incorporate a little humor into your Facebook strategy: make your updates informative and entertaining (like this post, for example).

Content related to current events is more visible

Facebook is one of the leading tools for sharing news, and it has developed a lot of features to take advantage of this fact: (mostly) spoiler-free ‘Trending’ sidebar, suggested content and related links. The latter is especially useful for social media managers: if you share content related to the news of the day, it is likely to get more audience engagement. Don’t be afraid to connect your content to the big news of the day, and then share it with your Facebook fans.

#Hashtagged posts reach bigger audiences

So you’re a pro at using hashtags in tweets, but feel weird about doing the same for Facebook updates? Facebook has officially introduced clickable hashtags last June to make it easier to track discussions online, so if you haven’t done so already—join the trending conversations.

A picture’s worth a hundred text updates—photos increase engagement and reach

One of the modifications for Facebook’s News Feed includes fewer “text-based updates” from Pages. This means that your posts are more likely to reach a wider audience if you illustrate them with photos. If your brand is design-savvy, you can include original visual content to accompany your updates, to follow Kraft Dinner’s example.

Video posts can reach a larger audience—if users find them interesting

Facebook recently made changes to its News Feed to reflect users’ video-watching habits: those who watch more videos will see more video material on their feed, which means frequently watched videos will have a significantly larger reach. If we haven’t stressed video use for audience engagement enough, this is yet another reason to do it—especially on Facebook.


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