Facebook is an amazing place to engage with friends, fans, vendors, employees and more. But what do you say? How do you create content that people care about? And how do you “feed the beast” each day?
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You do it through dedication (of course) but dedication doesn’t always fill up your update stream. So you need a helper. Ideally created by someone in marketing who understands your brand personality and is clear on your brand promise.
Because, here’s the truth, most companies leave the “Facebook page management project” to an underling. A young and smart employee who “knows Facebook” but doesn’t know the company’s customers or fans all that well. And may speak to them in a voice that’s a little cold.
Does that sound like your company? If not, good for you. Unless you simply don’t use Facebook for business. If that’s the case, you are missing out on one of the most effective ways to build brand loyalty ever created.
Yes, I’m talking about listening to and communicating directly with your fans. It’s kind of important.
So if you aren’t doing it, contact me or call my good friend Katie Wagner who is awesome at Facebook and social media in general and can have you on a first name basis with your fans in a few short weeks.
But here’s the trick:
Create a content calendar for Facebook. One that is full of ideas for you or whoever has the awesome responsibility to champion your brand on Facebook.
It’s a great thing to do for your business or brand. So…
How do I create a Facebook content calendar and begin to market my company in a positive way?
1. Create it monthly – Each month sit down to create your calendar – yes, you can repeat some important content from time to time (no one sees everything you post, after all). But look at new news in your organization, new initiatives, new trends in the world that will affect your fans. And create a stream of ideas to share.
2. Give each week a theme – Break down big initiatives into smaller pieces and get people excited and involved in your business or organization. But make sure to build themes and supportive language that doesn’t sound corporate or automated.
3. Include lots of eye candy – We engage so much better with photos, videos, and images, don’t we? So take photos around the office (get permission or make sure you are working within the guidelines of your company’s social media or other policy. Take photos and videos at events or of the new products, web pages and service offerings. Please don’t make us read everything!
4. Ask for involvement and feedback – People are often very happy to sit around, stare at their computer, move their mouse around and click on stuff. But you want them to do more. So ask them. Add polls, apps and any other ways to get them to share ideas, feedback and their own content. It’s so much more interesting when the content is not 100% about Brand X.
5. Offer exclusive content – Sometimes people never make it to your Facebook page. They drink and eat from their stream. But what if you came up with a cool offer, a free download or something of value. You could make it available exclusively on your Facebook page. Not as a “if you like our page” promotion but because you want people to visit the actual page. If they like you, they will “like” you. No need to force fan growth.
Some other easy ad hoc stuff to include in your calendar:
once a day: write a quick update to say thanks to new fans or likes
tag other organizations via their pages that are supporting you – your post may show up on their page depending on their settings
like and comment back on the interaction of your fans. If they like something, say thanks. If they comment, like their comment and comment back
If you’d like to see a sample Facebook content calendar, visit my free marketing and branding downloads page.
Thanks marcopako for the image via Flickr