Posts Tagged 'facebook tips'

Use promotions to build your company brand on Facebook

by Shayna Lashway

Over the last several years Facebook has become a place to not only engage with friends, but also to engage with brands. This is great news for companies looking to get involved with social media in hopes of growing their business.

Whether you are a local garden center or a national seed company, Facebook can be a great addition to your marketing plan. Today’s customers are using social media on a daily basis, and with over 800 million users now on Facebook, it’s never been a better time to establish your Facebook presence and interact with current and prospective customers online.

But, where do you start, how do you grow your audience, and most importantly how do you keep them engaged?

Of course, there is no simple answer and making the most of social media takes patience, creativity and determination. You’ll need to establish your goals and decide who will manage your Facebook page. You’ll also need to set aside time each day to monitor your Facebook page and create content your audience with enjoy.

Once you’ve decided who will manage your page and you have set aside resources to manage and grow you audience, you may be left wondering: what can I do to create buzz and keep my fans interested?

Generating social media buzz for your business doesn’t need to be costly or complicated. In fact, there are some tried and true techniques that big brands have been using for years. Creating interesting content, responding to customers, and engaging in a two-way dialog with your audience is a great start.

Then, once you’ve got the basics down, look toward promotions. Regularly running well-executed promotions is a surefire way to create social media buzz. Sweepstakes and contests are the perfect way to grow your audience and engage your fans, while also encouraging them to share your business with their network of friends. Why not host a photo contest and let you customers share their best garden photos? Or, why not hold a container gardening photo contest and reward the winner with a gift certificate to be used in-store? The possibilities are endless.

Running a Facebook promotion is easy, but first you’ll need to decide what your goals are and then decide what type of promotion will suit your needs best. You’ll need to determine if a contest or sweepstakes is right for you and if you decide to do a contest, you’ll need to pick what type of media you want your entries to be. There are photo and video contests, or you could also do essay, or you can do a combination of all three.

If a high number of participants is your goal, a sweepstakes is likely going to receive the largest number of entries. This is because sweepstakes are easy to enter, typically requiring little more than an e-mail address. If you’re looking to really engage your audience, a contest is going to be a better choice for you. But, what type of contest? Photo contests are a great option for many gardening businesses because people love taking photos of their gardens and they love sharing them. People also love to look at photos of plants and gardens, so you’re likely to get lots of participation from people who are just browsing and voting for their favorite photos.

Once you’ve decided on a format, you’ll need to decide what type of prize you’ll be offering. A prize can make or break a contest. It needs to be worthwhile for the participant to enter, and it needs to be extra worthwhile for them to share your promotion with their friends.

You’ll also need to decide your rules and how you’ll pick a winner. Letting your audience vote on contest entries can be a great way to get your fans involved, while multiple rounds of judging and voting can help extend the life of your promotion. Don’t overlook these types of details- they can set the whole tone of your promotion.

Once you’ve determined the details of your promotion, you’ll want to have your rules and guidelines reviewed or drafted by a legal professional. Then, you’ll want to ensure that your promotion meets Facebook’s promotional guidelines, which can be found at

The rules are straightforward, stating that a promotion must be administered through an app (which displays as a page tab), and that you may not use Facebook functionality as a means to enter the promotion. In other words, it is against Facebook policy to have users enter your promotion by: uploading a photo on your wall, liking your post, or making a post on your wall. Do so, and you risk having your promotion, or even your Facebook page, shut down.

So, what can you do? You’ll need to find a promotions provider than can make an app for you, or one that allows you to create your own app. A simple internet search can help you locate such a provider.

Once you’ve got all of the details and legal issues resolved, you’ll want to start thinking about how you will promote your promotion. This doesn’t have to be expensive but you need to promote your contest if you expect to get entries. Your own site, a newsletter or a note to your followers on an existing social network like Facebook or Twitter can be a great place to start. But, there really are tons of ways you can promote your promotion.

So, get creative and think about how you could tie a promotion in with your current marketing plans. Maybe you could have an annual photo contest that you promote throughout the year on your website, in your newsletter, and with in-store signage. You could even use a QR code that directs people right to your promotion URL. Any touch point you have with a customer can be a great opportunity to promote your promotion.

So, if you’re ready to take your Facebook marketing to the next level look toward promotions. Sweepstakes and contests will help you grow your audience and engage your fans in no time.


6 Newsfeed Marketing Tactics

by Daniel Flamberg

The Facebook marketing challenge has evolved from accumulating to engaging fans. The new success objective is to efficiently and effectively beat the Edgerank algorithm to get the maximum number of posts onto fans walls and trigger the multiplier effect that places brand content in the NewsFeeds of your fans’ friends.

On average only 3-7% of fans see any given status updated posted to a brand page. In general, there’s only a 2 percent chance that a given post will get any kind of viral pass-along. Brand pages with a million fans or more generally see 1.1% of fans clicking or sharing content.
Effectively using the Facebook platform is the new black. NewsFeed marketing is to Facebook what SEO is to Google.

Becoming an effective NewsFeed marketer begins by paying close attention to the content, composition and cadence of posts and then tracking the number of likes, comments, shares and original fan posts you provoke. A consensus is emerging around the definition of engagement – the gross number of interactions (comments, likes and shares) divided by the total number of brand fans. This formula is becoming a new KPI for social media success.
Start by understanding the general patterns among your fan base. Keep in mind that most fans come to the branded Facebook page just once; to like you or to sign-up. After that initial action, all the actions takes place on their Wall where fans grant attention and access to the people or the content they care about.

Some of the general observations about usage patterns are emerging in research from companies selling Facebook publishing and metrics tools like Vitrue, Buddy Media, Hubspot, PageLever andEdgeRank Checker. They offer fragmentary ideas for testing rather than a comprehensive view or a proven prescription for action.

Consider these six emerging clues:
Photographs generate the most engagement, 54% more than text alone and 22% more than video. Photos are favorably weighted in the Edgerank algorithm. They are the high engagement vehicles for Facebook users accessing the network using mobile devices.
Early Birds Rule. Posts before noon get 65% more likes, comments and re-posts than those after noon. For mobile users after 7p is prime time. Think about where your fans are and what they might be doing that will compete for attention with your posts. The rates of Facebook use at work grew 300% in 2011. Identify peak usage times for your brand to insure that you maximize the potential eyeballs reading each update.

Best day of the week varies. Friday is the biggest day for re-posts and mobile comments. Saturday draws the most shares. Wednesday is the big engagement day for QSR and CPG brands.
Shorter is Better. Posts with 240 characters or less with a photo prompt the most engagement. The longer the post; the smaller the engagement rate. Posts with links drive likes and re-posts at much higher rates. Brand pages with more than 1 million fans are seeing CTRs of 0.14 for links.

Punctuation reduces engagement. Avoid frequent use of question marks and exclamation points. Word choice affects readership and interaction, though the vocabulary for impact varies widely by business category and user demographics. Directive language (e.g. please like this or please re-tweet) works for 20-35% of users and will drive 4X engagement.

Cadence Counts. The average Facebook post has a shelf life of 3.2 hours. After 180 minutes, the likes, shares and comments die off. Yet more than 2-3 posts per day is overkill for most brands. Increasingly brands are looking at the type of posts and categorizing them to discern optimal sequences that draw the most engagement. Ideally brands will develop content sequences (e.g. link, photo, coupon, survey question) that delight fans and drive maximum interaction.
Focus on Fans. Look at behavior, sensibility and the intensity of your fan relationships. The average Facebook fan is a fan of just two brand pages, joins 12 groups, hits the Like button 9 times and posts 25 comments, usually during 55 minutes of Facebook face time daily.

Develop an editorial calendar and individual posts with this in mind. Zero-in on your core fans; those with highest propensity to engage with your brand. Similarly, during the 3.2-hour shelf life of each post, the more you directly respond to fan comments, the more you influence the Edgerank algorithm in your favor. You have to carefully plan your content and then stay engaged and work it as fans consume it.

The implications of these six patterns is that compelling, interesting, share-worthy content posted at the right time, with an image, in the right sequence will both delight your fans and effectively game Facebook’s Edgerank formula. There is scant evidence to suggest that fan feedback per post drives additional reach. The burden is on brands to craft competitive content and engaging experiences.


Send a free intro60 Video Business Card sample to your eMail and see how it works

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 8 other followers


Blog Stats

  • 2,445 hits

Like us on Facebook