Last week in Bunbury I was lucky to attend a free Facebook Marketing session, specifically geared for regional Australia.
The series of workshops and one on one sessions were given by Facebook employees from Sydney and Singapore which meant we were offered tips about Facebook Marketing from the horse’s mouth, so to speak, from the source and right up to date.
It was fabulous, and I learnt so much. Some things I knew already and had conveniently forgotten, others were ‘Aha’ moments and big reminders to pay more attention to how I use Facebook for marketing.
Tips from Jacqui Cole were so helpful – Jacqui included advice about Facebook’s algorithms, how and why the news feed in Facebook actually works, why have a Facebook strategy, and how to measure success on Facebook.
Here’s what I learnt from the sessions – I hope you find them helpful too.
Table of Contents
Facebook’s updated mission is to give people the power to build community and bring the world closer together.
The ideas that people bring together are the ones that are changing the world.
- Consumption of content has moved to mobile, and that has changed the way we connect and consume media.
- People check their mobiles first thing in the morning and last thing at night. It’s become the first screen of choice, rather than TV.
- Connections on mobile happen in an instant, and people feel that it’s connected to them.
- We are hardwired to respond to images faster than words.
Did you know that we can read much faster than we think we can? We can actually read around 500 words a minute – if we don’t have to move our eyes side to side (like reading a book) which means we read very fast on mobile devices.
How Facebook actually works in 2018
Everything competes with everything, so it’s difficult to be heard. You need to find ways to stand out.
Think about the person receiving the message and what captures their attention.
The goal of the news feed is to show the stories that matter most to people, those that are the most relevant to the person reading.
With regards to algorithms, Facebook looks at some main signals:-
Firstly, who posted it? Is this person relevant to the person receiving the post? Do they like receiving things from this person or not?
Attention. This doesn’t mean just likes and shares, but how long people read the post or consume the video. This helps FB make a judgement on what to show people.
Then they look at the type of content people are looking at, whether it ‘s links, images or videos. In this way they begin to build up a clearer picture of action on the platform – what people like to see, from whom, and when.
To increase your reach you need to be personal and relevant to the people you want to reach. You shouldn’t only be posting just what matters personally to you because posts that appeal to a person’s identity and emotions will be more relevant to them.
Don’t post cute cat or dog photos just for clicks, unless they are relevant to your brand, because this won’t help you in the long run with Facebook’s algorithms.
Have a strategy for Facebook and Instagram
Create a strategy based on your mission statement – both on and off Facebook.
Your strategy shouldn’t be all about likes and shares and comments – gone are the days that posting cat pictures connect back to your mission or your business – it just doesn’t help build your cause.
Your strategy should be about reaching goals that support your mission – focus on the outcome as well as the reach.
Be clear about who you want to reach; what are their interests? Talk about what interests them. Know what demographics you are targeting. Understand what might stop them from taking action.
Sometimes, just ask: “Hey, we want to know more about what you guys are focussed on right now, what do you want to hear from us?”
Understand what stories would resonate with this group of people – news and facts, human interests, humour, celebrity, localisation of an issue and dig into those too to expand your reach and influence.
How to measure success
There are several ways to measure the success you’re having on Facebook, some of which are:-
- Reach – How widely has it spread
- Engagement Rate
- Link Clicks
Dig into your Page Insights often, find out what stories are connecting to your audience.
Find out what’s working and get strategic in your thinking. Ask yourself things like: “When I post on a Tuesday, this happens – people like or click through to the site.”
Use the export data button to download granular data for deeper learning about reach, engagement rate, consumers, click throughs, and sign ups.
Groups are different from Pages in that they let you create specific communities of people and offer a more private conversation.
You can use a Group to share exclusive updates, photos and events.
Group members can co0ordinate through the comments etc.
- Events can be created from your Page or your Personal Profile.
- They can be public or private.
- A benefit is that they are very shareable, so people can share with their friends when they are interested in attending or attending.
If you are fundraising for a charity, Facebook is making it easier to support causes.
In America and elsewhere in the world the “Donations” button is a one click to donate, without any fees attached. However, due to Government legislation this function is not yet available in Australia, but Facebook is working on it. When it’s available it will be a once stop shop for fundraising for charities. At the moment the Donations button will send people to the fundraising website page or website of your choice.
Tips for asking for donations
- Ask often and in a variety of post types – images, status, links, video.
- Have a theme – a central reason to fundraise.
- Set a goal – and give updates like, ‘Hey we’re getting close!’
- Explain the plan and where the money is going.
Video is big. Instagram is Big. Instagram Stories are Big.
Interact with viewers in real time. It may be flawed, you may find it challenging in real time, but it’s a great way to connect with people.
Tip: Do use the Pages App to organise your Page
How to be seen on Facebook
- You need to create posts that grab attention – your voice is the personality of your writing, so be you.
- Speak consistently – be conversational, authentic, emotive, friendly, funny.
- Use compelling photos
- Photos are still the most shared type of content.
- Keep your copy short and let imagery do the talking for you.
- Try not to have any text on your photos.
- Use Videos
- 100 million hours of videos are watched daily.
- They are 7 times more engaging than other types of posts.
- Videos will auto play – so make sure you use the first 3 – 5 seconds to draw people in.
Using images and videos
- Be authentic – share personal stories, acknowledge the ups and downs of your life or business.
- Post photos from the field, or at events.
- Engage in dialogue with your followers when addressing a tough issue.
- Be real – it will help with the connection
How often should I post?
- Post Regularly – aim for 2 – 3 times a week when you start out. Then you can post once a day or more.
- There is no magic number.
- Use your Page Insights tool to see what frequency of posting gets results.
- Always invite conversation
- Like supporters’ comments on your posts
- Encourage feedback on your posts
- Reply to questions.
Hide or delete inappropriate or antagonistic comments – the user won’t know – it just disappears from the post.
Respond to messages
Turn on ‘Messages’ in the Page Admin.
Set the response expectations using an auto reply.
Use labels to organise conversation.
Use the messages tab to post comments in a positive and timely manner.
How to activate supporters if you are raising awareness for a cause
Decide first of all what is it that do you want them to do? (Refer to your mission and your goals and make a decision on this).
- Do you want them to share a post?
- Change their profile photo with a Facebook skin to show support of a cause?
- Sign a pledge?
- Tag, email or sign a letter to a public figure?
- Buy a T shirt of piece of swag?
- Share their own story?
- Attend your in person activities?
Craft your posts about the cause to be compelling – define the problem, present a clear singular problem.
Create urgency – make the case for, ‘Why now?’
Make it easy to do.
Show a Clear Need – your calls to action should
- Present a problem
- Give an Action
- Show the impact
Creativity for mobile made easy
Free Facebook Apps include:
- Adobe Post
- Stop motion photography
- Creative Hub – faster easier way to produce ideas that capture attention on mobile
Top 10 Creative Apps
- Adobe Photoshop Express : Edit photos and apply borders, frames and filters.
- Adobe Spark Post : Transform photos with design and animation templates
- PicLab: Add text, borders, and overlays
- Plotagraph : Create moving pictures (cinemagraphics)
- RIPL : Layer animated templates on top of photos
- Videoshop : Combine photos and videos, experiment with stop-motion, resize and edit videos
- Quick : Apply video templates, text overlays and music
- Instagram Stories: Add text, drawings, and stickers to videos
- Boomerang : Create short looping videos
- Legend : Add animated text to a photo or video
For more information about Facebook Marketing have a look at Facebook Blueprint for tools you need to learn how Facebook can help grow your business.
For more blogging and social media advice you might like : How to find Great Ideas