Social media and marketing managers can find themselves spending a lot of time planning content to post — and figuring out the best time to post. After all, creating social media content for the largest social media platform on the planet is no small task.
While just simply publish content on Facebook may seem like the obvious way to generating audience engagement, the real key to success lies in knowing the what, when, why and how of Facebook post creation. In this guide, we'll breakdown what to post on Facebook, how to effectively create and share content for your Facebook page, and the tips and tools you need to nail Facebook management.
Looking to build out your social media marketing strategy? Download our Social Media Playbook to learn about creating, managing and analyzing a social media program across all of the major networks.
While Facebook isn't a "one-size-fits-all" social media platform, there are some basic elements of a Facebook post that you should include if you want to get more engagement from your audience and community.
Between posts from your family members, friends, brands and that odd connection you made out one night, the Facebook News Feed can feel crowded with content. But, most people are not reading the content shared — they are scrolling! People tend to quickly view and skim through posts, so you want to make sure that you create a post or article that is, short, sweet and eye-catching.
It is recommended to keep your Facebook posts to about 40 characters, where engagement is at its maximum. The longer the post, the fewer comments, likes and shares you'll get from your audience.
Facebook has studied on the number of clicks that different types of posts get on one's News Feed, and their studies suggest that Facebook posts with links (that generate their own image) perform better than posts with an image but no link to click.
When you share a post that contains a link, Facebook automatically pulls in information on the page’s title, description, and photos and places it in a link format. Here's an example from Meltwater's Facebook profile.
What do you want people to do after reading your Facebook post? This is a question you need to ask yourself because if you don't know the answer to this, then others won't either. If you want readers to visit your Facebook Page, go to your website or download your app, then make sure to add a clear call-to-action (CTA) and a link to where you want people to go.
Whether you’re looking to drive website traffic, help boost sales or increase engagement, this won't happen if you don't create a compelling reason to in your post. Try to use action verbs in your post, like download, subscribe, or register. This type of words signal Facebook users to take action, increasing the likelihood of a conversion.
Whether you want to post on your own personal Facebook account or a Facebook Page, sharing content on Facebook can be done in a few simple steps:
When it comes to publishing your post, there are 3 features to remember:
Once published, your post will appear on your Facebook Page's timeline as well as on the News Feed of people who like and follow your Page.
Remember to bear in mind the time you choose to post on Facebook. If you don't know when the right time is for you to post on Facebook, use our infographic on the best times to post on social media as a guide. You may want to test out different schedule times in order to reach your specific target audience but this infographic is helpful in giving you a starting point.
Posting Facebook ads works differently than sharing an organic Facebook post because you have to use Facebook's Ad Manager. This is an ad creation tool that you can use to create and publish ads to Facebook, Instagram, and Messenger.
After you have created your ad, you can choose to publish it immediately or schedule it for a later date, but only Facebook Page admins have the ability to publish, view or edit ads.
Creating ads in Facebook occurs in three different stages:
Once you have created a Facebook Business Page, managing it will be a continued effort to ensure that it reaps all the right rewards.
Looking after a Facebook Business Page can be time-consuming if managed ineffectively, but with time and the right knowledge and tools, it can be doable. For a more centralized system, try Meltwater's Social Media Management Tool to manage incoming messages and schedule content. You can also manage your page by analyzing the Admin Panel, creating compelling content for posts and engaging with your audience on a daily basis are all keys to success when it comes to Facebook management.
Managing a Facebook Business Page doesn't have to be a one-man job; you can assign different roles to people in your social media or marketing team as one of the following:
Each of these roles will have a different amount of privilege and access to the Business Page, with the Facebook Page Manager having rights to everything.
With the tips shared in this post, together with taking the time to invest in your Facebook management efforts, you have everything you need to use Facebook Business Manager and make the most of your Facebook content, ads and marketing efforts.
Want to get the most out of your Facebook Page efforts? Read more about Meltwater's social media management tool or fill out the following form to book a 15-minute guided tour of our platform today!