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AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics?
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.
Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.
Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

In today's modern economy, a social media manager's contributions to an organization are vast. Beyond message broadcast duties, their reach extends into HR, sales, and crisis comms. And a superhero social media manager needs dynamic tools like Meltwater Engage and Executive Alerts to get the job done.

Snap pics, shoot a video, and add 140 characters of clever. While you’re at it, like the likes that liked your previous posts. At this rate, your energy will be zapped before you get into the office! After all, it’s only social media. While many outsiders find it hard to believe that you get paid to do something everybody is doing in their spare time, for free, you know the real deal.

Being a social media manager is the iceberg of marketing and communications. Your goals are set by the entire company, from HR to the CEO to the Sales team, and everyone in between. Your day is dictated by left and right brain demands, internal and external constituencies, creative campaigns and analytical assignments, simultaneously.

While your colleagues think you have it easy, more often than not, as a social media manager, your day is far from a day at the beach and more closely resembles the film, Groundhog Day.

With businesses now investing in a social business model, the social media manager is more important than ever. The scope of their work touches all aspect of what comprises a modern organization. This infographic details how much work social media managers contribute to the work of a company in their drive to fulfill business goals.

Share this infographic with your favorite social media manager. To learn more about what it takes to drive a social business, read our e-book, Social to Scale: How to Build a Serious Social Media Program.

Infographic: Is That All? What a Social Media Manager Does

The average social media marketer typically starts their day by scanning their social listening platform of choice, sharing a few interesting articles, thanking new followers, responding to @mentions, wondering where the past two hours went, and then starting the cycle all over again in a few hours. 

They also mix in whatever requests land in their email inboxes from the PR and marketing teams. Unfortunately, this recurring set of activities isn’t a sustainable or efficient social media workflow. Having a casual approach to social media activities can make it nearly impossible to go on vacation. For these reasons and more, it’s important to create—and stick to—a social media content calendar.

Preparing and following a set editorial plan has many benefits, including:

Enhancing your planning and time-management

There's more, so keep reading this post to get your social media marketing workflow right with an editorial calendar. 

Once you start documenting social media content, you’ll notice posting patterns that lean towards sharing certain content types significantly more often than others. Although it’s unlikely that you’ll end up with a perfect balance of audio, visual, and written content, a content calendar makes sure you won’t accidentally leave out key content types that appeal to highly engaged customers or outspoken influencers.

Your editorial line will definitely contain recurring elements. For example, you might share a new blog post each Wednesday and an inspiring image each Friday. Create placeholders in your social media content calendar for these recurring activities so that you can effectively plan around them.

If you know you have a new blog post every Wednesday, you can plan a lot of content around it each week. Here’s an example of what we mean:

Plan recurring shares, switching up the text that accompanies the blog link


While you don’t want to use the same tone and copy across all social channels, keeping with consistent messaging in your content strategy and adopting a distinct voice will keep you on-brand, regardless of channel.

Viewing copy for each channel, side-by-side, will prevent you from sounding like two or three different company personalities. And will help avert misfires, such as sharing three conflicting sets of information for the same event.

Ask yourself  What’s my goal with this post? Do you want to generate traffic, engagement or share important information with your followers?

Make sure that you note the specific purpose of your post directly on your social media content calendar. This will help you to understand which metrics you should be using to measure whether or not you’ve successfully met your objective.

Don’t forget to add a note detailing what type of content the post is. Having this visible ensures you plan for a good balance. For example, only pushing promotional content will soon make you feel like you’re shouting into a black hole! Try to alternate between posts about your products, sneak peeks behind the scenes, industry news, posts from third parties etc. As rule of thumb, aim for 20% of the content you share to focus on your company and 80% from third parties. When the content is promoting your brand, use engaging CTA’s so that your followers don’t get bored.

Following that same logic as the point mentioned above, both you and your audience will soon get bored if you constantly post about the same subject. Include the subject in your social media content calendar for an easy overview of your key topics. This will act as a reminder to keep things fresh and interesting for your audience! To help you choose subjects, take a look at Google Keyword Planner to understand what your audience is googling, then engage around the topics via social, preferably answering their questions.

You can also use a media intelligence tool like Meltwater to uncover trending themes in your industry that you can then jump on and become a thought leader by doing so.

Understand which topics are dominating the conversations online. Use the trending themes as inspiration when creating your content calendar.

Make sure the subject of your post is clear to your followers, particularly when it comes to the title and caption. Not all headlines are created equal. “10 easy tricks for irresistible headlines” is already more exciting to the reader than “How to write a headline.” Keep this in mind when titling your content and drafting your tweets and captions. Don’t get too “click baity” however. The content you link to must reflect the caption you’ve used or people will bounce off the page very quickly and you’ll lose the trust of your audience too.

Elements of a Useful Social Media Editorial Calendar

There are calendar, workflow and strategy tools available for managing social media editorial calendars, including CoSchedule, Kapost, and Divvy HQ. However, you can get started without a financial investment by using a spreadsheet - Microsoft Excel or Google Sheets (example above). The tool you use is less important than its ability to assist you in documenting social media activities in an easy-to-navigate manner.

So what to include in a social media content calendar? We have found including the following fields to be immensely helpful:

For organisational purposes, this may seem a bit too obvious, but the days of the week can also directly inspire your social media content calendar. Certain days of the week even inspired their own hashtags on social media. Think about #TBT (Throwback Thursday), #WCW (Woman Crush Wednesday) and, of course, #TGIF!

When planning your content, organise it chronologically by date and time of publication. This may seem intuitive, but many professionals forget to do this and lose sight of their weekly, monthly and daily routines. Planning your social media content calendar chronologically ensures you see the frequency of your posts at a glance and identify the times that work best for your audience.

Use tools like monday.com, Meltwater Engage, an excel worksheet or even Google Calendar to plan content together with your team. This way you make sure your plan is clear for yourself and everyone else who needs to be in the loop.

Each social media channel has its own characteristics. Some users favour one platform over another because of this. Twitter people engage little and often with the content leaning more towards real-time updates. When we compare this to Facebook, the content tends to be more evergreen. Because of this, you need to adapt the copy of your posts to the different platforms. For example, a food brand would use Facebook to post a recipe, but Twitter to make a PR crisis comms announcement. 

Manually copying and pasting the hashtags for all of your posts can be a tedious task and you run the risk of getting lazy and using the same (less relevant) hashtags for all your posts. Creating a space in your content calendar to save the hashtags you’d like to use for important subjects ensures a consistent/ varied use of hashtags and of course, saves you time!

To create your editorial calendar, you can start with a simple spreadsheet. However, using a community management tool such as Meltwater’s engagement platform will allow you to create a more visible, practical and actionable calendar through which you can plan and publish your posts.

If you’re ready to get started with your own social media content calendar and need a tool that you and your team can use to start implementing the tips above, get in touch with us using the form below for a free demo of our Social Media Management Platform. Plan, edit and publish your posts in a collaborative environment, and maintain an overview of your upcoming content. 

Why Your Social Media Needs an Editorial Calendar

Smart social media campaigns can drive, enhance, and/or support PR and marketing activities. Even smarter social media campaigns embrace integration. When a campaign is so successful that it makes a difference for its cause, seeing it from the outside can be envy-inducing. But we can learn from successful PR and marketing campaigns by taking stock of what they do right—and emulating—without duplicating their process.

Charity-focused social campaigns are among the hardest to connect with (perhaps due to lack of budget or ideas). There needs to be a spark to spur action. So, we gathered a few examples of how successful social media campaigns empower health-related causes.

When an organization’s goal is to reduce 25% of international cardiovascular heart disease cases (CVD) and strokes by 2025, you know the gloves are coming off. Geneva-based World Heart Foundation has been celebrating World Heart Day every September 29th for the past 16 years. They advocate for funding and prevention of heart disease and strokes by globally broadcasting their dangers; since those diseases kill the most people worldwide.

Their global scale means that increasingly—social channels such as Facebook, Twitter, Youtube, and Instagram—play a big part in their campaigns. Instagram and Twitter especially, were utilized this year to encourage people around the world to take ‘Healthy Heart Selfies’ (exercise and health related selfies) and post them with the #PowerYourLife and #WorldHeartDay branded hashtags. These, in turn, were curated by the World Heart Foundation, shared on its website, and branded social channels.

Queen Latifah and her mother, working with the American Heart Association, joined the cause by sharing their experiences on Youtube and encouraging others to do the same. It’s difficult to find influencers willing to offer their personal experiences; so when a celebrity opens up conversations about their family health details on social media, with the goal of informing and inspiring others in support of your cause, it’s a coup. Latifah’s generous contribution to World Heart Day was exactly the endorsement every campaign needs.  

Rise Above Heart Failure

From across the pond in England, UK comes the quit smoking campaign by the NHS, funded by Public Health England (PHE). It kicked off this past week (October—get it!?) and runs through the month. Using a Facebook Messenger bot as a smoking cessation cheerleader, the bot sends encouraging private messages to those attempting to quit. Though the bot is an important aspect of the campaign, #Stoptober is supported by other social channels, including Twitter @stoptober, Instagram #Stoptober, and their informative official site.

The Movember Foundation has set itself quite the bar. From its humble 1999 beginnings in Adelaide, South Australia—when 80 men raised money for the RSPCA by growing mustaches—the popularity of the campaign has spread to the European, African, South, and North American continents. With that, the focus has changed from supporting our furry companions to global men’s health and has since raised $710-million worldwide. In 2012, Movember hit an impressive benchmark when more than one million men signed up to grow a November mustache for charity.

Starting as a distributed and grassroots’ effort, how was Movember able to mobilize to this level of success? 

Beyond the low barrier to entry, Movember fundraising sites have always been geo-specific, allowing participants to build local rapport. But both the local and international community are easily found on Twitter or Instagram using #movember or by following @movember on Twitter/Instagram. With a number of global events planned, traditional media kits for journalists  are available on the official website. Offering a traditional PR approach doesn’t mean they’ve ignored other social platforms, since Movember is a global enterprise, its activities have always played out on social channels. In addition to Twitter and Instagram, you’ll find Movember on Facebook, YouTube, and Snapchat, as well.

This year, expect to see even more content, photos, and videos on social platforms. Watch as the Movember Foundation encourages participants to document mustache growth on Snapchat or Instagram Stories while fundraising; or to interview fellow participants on Periscope. In December, part of the Movember Foundation’s continuing challenge is the question of how they’ll extend their brand for year-round donations. As they say: “The Movember Foundation is the only charity tackling men’s health on a global scale, year round. We have one goal: to stop men dying too young.” (Emphasis mine.) Let’s hope people hear their message.

As PR and marketing pros we’d love to know the secret sauce for a successful campaign. However, finding this elusive formula can be near impossible. But, the first step to success might be benchmarking your industry to spot trends that work. Put searches into your media intelligence platform, read up on what is working for others, adjust the formula for your brand, implement what seemingly works, and discard what doesn’t.

Let us know if you’re interested in seeing how this can work.

Hashtags for Health: Successful Social Media Campaigns

With over 1.44 billion monthly active users and over 900 million daily active users, it is fair to say that Facebook is the supreme social network in terms of user base. Facebook’s ever growing popularity and significance make it a crucial social network for your business to get on and optimize effectively. Facebook has made rules over the years that now make it more difficult for business pages to get their content in front of their audiences, but once you get a massive audience to see your Facebook content, they’ll come back to your Facebook Page numerous times. Remember that most of the 900 million people who log into Facebook every day also spend over an hour on the social media behemoth per day. Facebook is still important, and it’s importance grows as the days go by. If you don’t optimize Facebook for your business, then now is the time to start. If you already have a Facebook Page or want to get one, that Facebook Page needs more traffic. Here are eight ways to drive the traffic to your Facebook Page:

#1: Promote Your Facebook Page On Your Other Social Networks

One of the most basic ways to promote your Facebook Page is by promoting it to the audience that you have already built. I use my social networks to promote each other and depending on my needs at the moment, I may spend extra time promoting one of my social networks. When I decided to get back on YouTube, I went off to Twitter for the channel promotion. I have gained thousands of subscribers for my YouTube channel ever since the promotion started. This cool story about my YouTube channel is a cool story that you can replicate for your Facebook Page so it gets thousands of likes. You don’t want to be overly promotional on social media, but it is okay to promote yourself and your other social media accounts often.

#2: Promote Your Facebook Page On Your Blog

There are WordPress plugins that allow you to display your Facebook Page and some of its posts directly on your blog. If your blog visitors like your content, then they will be enticed to like your Facebook Page. However, your blog visitors will only like your Facebook Page if you include a call-to-action. You can include a call-to-action through your blog’s sidebar. If you do not have a fancy widget or plugin that displays your Facebook Page and the like button, you can always take an image of the Facebook logo that says “Like Us On Facebook” or something of that nature and link it to your Facebook Page. That way, when someone clicks the “Like Us On Facebook” picture on your blog’s sidebar, they will get sent to your Facebook Page.

Now that you know to promote your Facebook Page to your current audience, why stop short at the email list? If you send meaningful email blasts to your subscribers, then your email list will be your best source for traffic, sales, and social media growth. When you get started with your first Facebook Page or start to take an older Facebook Page more seriously, you can let the people on your email list know about the change. The people on your email list are usually your biggest supporters, and in addition to the likes and engagement your Facebook Page generates from the email blast, you may also get emails from the people on your list who enjoy what you are doing with your Facebook Page or just enjoy your brand as a whole. These types of emails are very motivating, and they never get old. Even the most successful, inspirational individuals like it when they get more motivation to do something.

Have you heard of the saying “go where your audience is”? When you search for keywords that revolve around your niche, you will come across active Facebook Groups that may have thousands of people within your niche. The people who are a part of the Facebook Group would probably click the like button on your Facebook Page, but only if they see your Facebook Page.

The best way to get people in a Facebook Group to see and like your page is if you join the group through your Facebook Page instead of joining it through your personal account. Joining Facebook Groups with your Page allows every comment or post you put in the Group to promote your Facebook Page. When other group members hover their mouses onto your name, they will see your Facebook Page and the like button instead of the personal account and the “Add friend” option.

When you do participate in Facebook Groups, you must participate by the Group Rules. 99% of the time, that means you are not promoting your Facebook Page in post or comment. You can post and comment using your Facebook Page, but the moment you post something along the lines of “Please like my Facebook Page,” you will lose respect within that group and most likely get kicked out. Look at how other people in the Group interact with each other before jumping in. By looking at how other people interact, you will learn how to interact in a way that the other group members will notice and appreciate.

#5: Do Shout Out Exchanges With Other Facebook Pages

One of the most underrated ways to get more Facebook Page likes is to do shout out exchanges with other Facebook Pages. SEO expert Neil Patel used this one strategy to accumulate thousands of likes for one of his Facebook Pages. Once your Facebook Page hits a certain number of likes (Neil waited until his page surpassed 3,000 likes), you should contact owners of Facebook Pages that are similar to your Facebook Page and ask for a shout out exchange. If you are a digital marketing expert with a Facebook Page about digital marketing, you would use this strategy to target other digital marketers who have successful Facebook Pages.

The people you contact should have close to the same number of likes as you do. If you contact someone with a small number of likes compared to the amount of likes you have, then you won’t get the good end of the deal. If you contact someone with 10 times as many likes as you, then that person probably won’t agree to do the shout out exchange since that person wouldn’t get the good end of the deal. If you have 3,000 likes, you should be contacting people who have 2,500-5,000 Facebook Page likes. That way, more people will say yes to your shout out request. You can both agree to delete the shout out post eight hours after you both send the shout out posts so your Facebook Pages don’t appear over-promotional. Most Facebook Page owners say no to these types of requests, but if you get 10 people with 3,000 likes to say yes, then your Facebook Page will be put in front of 30,000 additional people who may then choose to like your page.

You also get the benefit of helping someone else in your niche to grow and thrive on Facebook. With this strategy, you and the Facebook Page owner who agrees to the shout out exchange will bring each other up to the next level.

You can generate traffic from your blog and other social networks, but you should also generate traffic from Facebook itself. Exchanging shout outs with other Facebook Pages similar to yours is one way to get traffic from Facebook, but one of the main ways to get more traffic from Facebook is by posting on your Facebook Page multiple times per day.

Not only is it important to post on your Facebook Page multiple times per day to get more traffic, but posting on your Facebook Page multiple times per day allows you to build a stronger relationship between you and the audience that you have already built. There is no point in having a successful Facebook Page with over 100,000 likes if you won’t interact with your audience by sending out posts.

Knowing when to post content is just as important as posting content. With a Facebook Page, you get Facebook Page Insights provided to you free of charge. These Insights let you know when a large percentage of your audience is on Facebook, and this information will let you know which times of the day are the sweet spots for posting your content. You may discover, for instance, that more people in your audience are on Facebook every Tuesday at 6 pm than any other time on Tuesday. You should primarily send Facebook posts at optimal times when you know your audience would see those posts so that those posts can spread farther and attract more engagement.

Facebook advertising is one of the most powerful forms of promotion on Facebook, and some people rely on Facebook ads to get hundreds of thousands of likes. Some marketers have perfected the system and get thousands of likes for under $100. If you spent $10 per day to promote a Facebook ad, and you optimized your ad to perform well, then your Facebook Page could potentially get thousands of likes every month all for just $300 per month. It takes time and practice to reach that point, but once you reach the point of getting thousands of likes for a few hundred dollars, then you will have a large audience to interact with. If you have landing pages to get more subscribers, and you promote your landing pages to your Facebook audience (preferably promote the landing page with an ad), then your email list would get super-sized. The result of a super-sized email list is that the next time you do some type of product promotion, you will generate more revenue, and some of that extra revenue can go into the Facebook ads. It is all a matter of starting that cycle to a point where you can always count on it for your business.

With Facebook approaching 1 billion daily active users, Facebook Pages are constantly growing in importance. If you spend time every day growing your Facebook audience, your Facebook audience could potentially transform your brand. You can jumpstart your Facebook growth by spending some money on Facebook advertisements, but none of the growth matters if you are not posting new content on your Facebook Page and taking the time to interact with your audience.

Do you use Facebook for your brand? Do you think Facebook’s new rules restrict Business Pages to the point where the results are not worth the time and money? Do you have an additional tip for generating more traffic to your Facebook Page? Please share your thoughts and advice below.

This article was written by Marc Guberti from Business2Community and was legally licensed through the NewsCred publisher network.

8 Ways to Drive More Traffic to Your Facebook Page

In order to achieve success on Facebook you need an engaged community. Without one, there’s no one to see or read your content, making it difficult to build brand awareness and deliver ROI.

However, it’s not just about the quantity of Facebook Likes, it’s about the quality. You need to attract the right audience and engage them in ways that align to your business goals. Getting good results on Facebook involves equal parts common sense, understanding how Facebook works, and using free social media monitoring tools to help you fine-tune your page.

Here are 10 ways to increase quality Facebook Page likes for your business:

4. Promote your Facebook Page, everywhere

7. Use data to entice new community members to like you

10. Use social media monitoring to measure, analyze, and learn

Tip: Learn how to drive more traffic to your Facebook Page

Most of the time, the only thing people see from your company’s Facebook Page is the profile picture, cover image, and short description. Make sure your brand’s images and description are engaging, encapsulate what your company does, and encourages people to like your page.

Don’t stop there, make sure you fill out as much of your Page Info as you can. Select the categories and subcategories that best describe your company, include your website URL, list your address, phone number, and hours of operation (if applicable). All of this information will help your page appear in Facebook & Google search when people are looking for companies like yours, which can increase your Facebook likes even more!

It’s important to post engaging, entertaining, and interesting content on your business Page. Facebook constantly updates its Edgerank algorithm, and rewards posts that receive engagement (likes, comments, shares) with increased reach. Facebook will reward your content by letting your engaged users’ friends know on their newsfeed that they’ve engaged with your content.

Recently Facebook announced that it will update its algorithm to track how long users spend reading posts. Videos are the best type of content to post on Facebook for capturing attention and driving engagement. But make sure the videos are at an optimal length to grab your followers’ attention and keep it long enough to digest the content.

People are unlikely to like your Facebook page if you don’t post regularly.

How often should you post? There is no magic number but many best practice guides suggest 3x a week to once a day.

You can also use your Facebook Page Insights and check out which days (and times of day) your audience is active on Facebook. Click on Insights > Posts > When You Fans are Online to find this information. Post at peak times when your audience is online and experiment with the timing of your posts to gauge when the majority of your followers are engaging with your content.

Once you’ve got great content on your company’s Facebook Page, make sure you share your Facebook presence on all evergreen content you own and manage.

For example, promote your Facebook Page on your website (homepage, plus header or footer), your e-mail signature, marketing e-mail footers, business cards, and all other digital marketing materials.

Make sure to make it as easy as possible for your audience to get to or like your Facebook Page with one click. More on this below in #6 “Facebook Social Plugins”.

You have a community that’s easily within reach: employees, current customers, business & industry partners. They are likely to be your first advocates and find your content interesting and shareable. Why not send a friendly personal invitation to ask them to like your company’s Facebook Page if they haven’t already?

One way to do this is by simply adding a call-to-action in a personal e-mail (i.e. “P.S. Like us on Facebook“). Add a slide at the end of your presentations or webinars to encourage customers and business partners to remind them to like your Facebook Page, if they haven’t already.

For internal advocates, work with HR to make sure that your company’s Facebook page (and other social channels) are promoted in the new employee orientation and in any internal communications (e-mails, intranet pages, etc).

In addition, Facebook offers a Suggest Pages tool. When logged into Business Manager, click on Use Page > … (the ellipses button at the bottom right of your cover image) > Suggest Page. Connect an e-mail service or upload a .csv of e-mail contacts to send them an invitation to like your Page.

Make sure you upload or connect to an owned list of contacts that you or your company have an existing relationship with (and not a paid ‘lead’ list). The suggestion message can come off as spam to people who don’t know you personally and leave a bad first impression.

As for your industry ‘buddies,’ find their Facebook Pages and Like them as your brand. To do this log into in Business Manager > click the Use Page button > click the Use Facebook As Your Page link (top right, in a skinny grey bar). It’s a great way to Like your industry partners, colleagues, & other influencer brands. Plus you’ll be able to view your News Feed as your brand and keep watch on what’s happening in your industry on Facebook.

As we suggested earlier to promote your Facebook Page on your website, you can do so with some free Facebook Social Plugins:

The Facebook Page Plugin lets you easily embed and promote your Facebook Page on your website. Just like on Facebook, your visitors can like and share the Page without having to leave your site.

The Comments Plugin lets people comment on your site’s content using their Facebook account. If people wish to, they can share this activity with their friends in News Feed as well. It also contains built-in moderation tools and special social relevance ranking.

This step goes hand-in-hand with #2 “Post Engaging Content” and helps inform your overall content strategy.

You’ll need to use a specialized, data-driven tool. For our purposes, I’m using Meltwater’s media monitoring platform to illustrate an example.

Let’s say I have a pizza brand. To learn more about my target audience’s interests, I create a social search for “pizza.” Based off my search data, people who talk about pizza also talk about wings, food, cinnamon, crust, and hot dogs. Also, it looks like the hashtag #itsfoodporn is also associated with people into pizza.

This information is great to have when you’re wondering what to post on your Facebook page. By posting content that your audience is interested in (for example, sharing a photo of wings + pizza with the hashtag #itsfoodporn) your audience will share your Facebook post with their friends and help you get more reach.

You need to pay to play in order to be seen on Facebook today. Facebook has a large assortment of ad products to choose from with some of the best targeting options available on social.

By utilizing the data you found above along with contact lists of your known community and the assistance of a Facebook pixel, you can get your content seen by the right people to build your Facebook community. Plus, all Facebook Ads offer the option to show a Like Page button to people who see your ad but don’t already like your page. Win-win.

Here’s a quick breakdown on ad objectives, which can ultimately lead to more Facebook likes:

Boost your posts – get your content in front of the right people. Target by interests or upload your owned contact lists to show content to known targeted audiences. You can also test Facebook’s Lookalike audiences tool and create a target audience that shares similar interests and demographics of your current customers, prospects or Page fans.


Promote your Page – find people on Facebook who are the right fit for your business using location, age, and interest targeting. Another great ad product to test the lookalike audience tool.

You can test and experiment with different types of ads to see what works best for your organization, and make sure you choose the option that allows Facebook users to like your page directly from the ad.

Companies run Facebook contests all the time to get build their audience and get more likes. If you decide to do so, make sure your contest follows Facebook’s Promotion Guidelines.

Some quick guidelines: make sure your contest is fun, easy, relevant to your audience – and encourages users to share their result(s) and participation with their friends. Don’t forget to utilize Facebook Ads to promote your contest. And If you use an app to run your contest, make sure it’s mobile-optimized.

Use Facebook Insights to find useful metrics on your Page performance. You can view metrics like reach, number of engaged users, engagement rate, and new Page likes. These metrics will help you understand what’s driving your likes and engagement so that you can adjust your posts accordingly.

Did I forget anything? Have a question about any of the suggestions above? Please add a comment and, if you like the post, feel free to share it with your friends.

P.S. Now that you know how to get more likes for your Facebook Page it’s time to make sure you increase the reach of your Facebook content. Read more about this in Get the Edge in EdgeRank: 5 Facebook Marketing Tips.

P.S.S. Don’t forget to Like us on Facebook if you haven’t already.

This post was originally written by Robert Rydefalk and revised July 10, 2015.

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