Facebook Strategy for Beginners: FAQ

Facebook Strategy for Beginners: FAQ

Hannah Williams
30 August 2017
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Facebook Strategy for Beginners: FAQ

Is your business new to Facebook or are you considering joining?

We’re sure that you have a ton of questions going through your head. Should my company be using Facebook? What should we be posting? When should we be posting? How can we increase our number of likes?

Starting a Facebook strategy from scratch can become overwhelming, especially when we’re beginners and learning with people who are 10 steps in front. That’s why we have created a social media for beginners webinar series.


As expected, we had a ton of questions asked during the webinar Q&A. Due to the number of curious live attendees wanting deeper insights into how to go about creating a Facebook strategy, we weren’t able to answer all questions live. But fear not, in this blog we’ll be answering the questions we didn’t get to.


How do we find out who is talking about our company outside of the people directly tagging us in comments?

Whilst Facebook may notify us if someone tags us in a post or posts on our page, we won’t be alerted if our brand name is mentioned outside of these two things.

Knowing what people are saying about us but not to us on Facebook is really easy with the help of a social media listening tool such as Meltwater.

How it works is simple, we type our brand name into the search bar within the tool to uncover brand mentions across billions of social media posts. The advantage of this is that we’ll never miss a mention outside of our brand’s official account again – without having to manually sieve through all the conversations taking place on Facebook. We can optimise our Facebook strategy based on the insights. For example, if we spot a lot of our clients complaining about a comment our CEO recently made, we’ll need to inform the PR team.

Would you recommend Creating a Facebook strategy for B2B marketing purposes?

The answer depends on whether our audience is using Facebook to engage from a business perspective. We shouldn’t just have a Facebook profile because our competitors do, we need to be present on platforms where our audience hang out.

Use a social listening tool to follow the conversation taking place on social about our own company and industry. Any good media monitoring tool will then break down the searched results into bite-sized chunks using various metrics, in this case, conversation by channel is really useful!

If the search reveals that the majority of the conversation is taking place on Facebook, then this is certainly a platform we should be tapping into. The search may reveal that Twitter is the platform leading the way, but if Facebook isn’t far behind it’s worth placing resources into managing profiles on both platforms. 

Bear in mind that Facebook also offers very advanced targeting of ads. We can target by metrics far more advanced than gender, age and location, for example, job title, workplace, interests, pages liked and more.

Can you remove negative posts on your Facebook page?

Negative reviews cannot be removed without reporting them to Facebook. If this is the case, they would only be removed if the review violates Facebook’s community standards.

As for negative posts, yes, we can remove them. We’d only recommend removing posts if the content is spam or offensive to the general public. Removing a negative post about our customer service because it offends our employees, for example, isn’t wise as this can make our brand seem untrustworthy. Instead, we should aim to respond to negative feedback and take it on board to improve our service and address the concerns of our audience in our key Facebook strategy messaging.

Failing to handle a negative post appropriately can cause more harm than good, especially since social media is the catalyst for viral comments.

We’re a B2C business with an older client base. Is there a specific technique we can use to target them?

As mentioned previously, Facebook allows highly targeted adverts. We recommend creating detailed persona maps of clients and prospects to better understand their demographics, characteristics and contact preferences of our target, in order to drive Facebook strategy ROI. We can then create content which is likely to appeal to the different personas, as well as target personalised ads to them.  

Other than liking other pages, how would you recommend increasing page likes?

  • Include links to your Facebook profile on your website and in emails
  • Ask questions on other Facebook pages that are related to your industry
  • Ask friends, business partners and visitors to like your business page e.g. GoPro engaging on travel and tourism pages
  • Complete your profile so that your company looks legit
  • Use Facebook ads
  • Run a contest
  • Be active- if people see the last post of our brand was in 2015 they probably won’t bother to like the page. Post regularly to attract new followers
  • Social listening to see which themes are resonating so you can publish great content
  • Analyse the success of particular posts that led to an increase in followers…and do more of that!

Check out this article for more detailed tips on increasing your Business Facebook page’s likes.

How can we increase star rating on our Facebook Page?

take your facebook strategy to new heightsFollow the tips in the question above to start with. Our ebook, 10 Steps to Better Facebook Reach and Engagement is also a handy resource!

Don’t forget the importance of a call to actions and be sure to ask customers to leave a review. We can incentivise reviews by offering a discount if they leave one. Alternatively, if someone visits our office we can offer them an iPad or ask them to write a review on their phone while they’re waiting to be seen.

Above all, star ratings are mostly influenced by ensuring we offer an amazing customer experience to our customers.

 

If there are two separate parts of the business (ie a B2C area and a B2B) would you have two separate pages or do everything on one?

The business objectives of a B2C vs. B2B business will be very different and therefore the content we create probably won’t suit both audiences. In this case, we’d recommend having separate profiles and tweaking our Facebook strategy content accordingly. That said, we must have enough resources to manage both profiles. If that’s not the case, stick to one parent profile. LinkedIn naturally offers this feature, so it’s worth looking at this channel too (only if your audience is there, of course).

How do you develop a social media strategy for Twitter?

Check out this on-demand webinar: Twitter for beginners and read our FAQ blog, it’s full of answers on how to develop a Twitter social media strategy in 5 simple steps.

We’re in the process of creating a start-up company. What kind of resources are needed to manage the account?

We’d recommend investing in a social listening tool, for the reasons mentioned above. An engagement tool is also really useful for startups as we can schedule social media posts in advance. This means whoever’s in charge of social media won’t have to post content every hour or two, but instead can spend a couple of hours at the beginning of the week scheduling content. A social listening tool is a great resource for finding content that resonates that we can also post to increase reach and following.

If you’re interested in learning more about Meltwater’s Engagement tool or social media monitoring platform, contact us here.

What length should my posts be to increase engagement?

Posts with 40 characters or less receive the most engagement on Facebook. 86% more. Heads up, that’s less than the last sentence! A once size fits all approach doesn’t work here, so it’s wise for us to test and learn from trying out various caption lengths with our fans.

Can you post too often?

Yes. Facebook is a low volume, high-quality network. In contrast to Twitter, which is high volume, and less high quality because Twitter has a much higher pace than Facebook. Therefore, whilst on Twitter we’d recommend posting every hour or so, aim to post 5-10 times a week on Facebook.

If you’d like to learn more about Facebook strategy for you business, this Facebook for Business: the Definitive Guide to Marketing on Facebook will walk you through topics like Page setup, optimisation, Graph Search, and measuring success.