Many businesses are fighting with Facebook these days. As Facebook continues to change their algorithms, many companies are finding it difficult to keep up. Some will give up on Facebook and move elsewhere (a bad decision, in my opinion) or will give in and pay for Facebook advertising. While paying for advertising is effective, I understand some of you might not have it in your budget. None of my current clients pay for Facebook advertising and I do as much as I can for them organically.
Be Accessible, Helpful, and Honest About Your Brand
People on Facebook want to interact with their friends, not brands. Therefore, you need to make your brand more like a friend.
- Speak honestly about your brand and what goes on day-to-day.
- Make it easy for followers to interact with your brand and communicate with them constantly.
- Assure followers their concerns and comments are important to the brand.
- Be positive to make your follower’s interaction with the brand more enjoyable.
- Network by sharing the interests of followers.
- Treat followers as equals and collaborate with them.
Engage the Audience
You may be shouting, “WE KNOW!” at me on this point. But I will probably mention it in nearly every post I write on this blog because every platform has different ways to engage that work best. For Facebook, this is asking questions. I am bad about sharing a post and then saying, “What do you think about Point A and Point B? Let us know in the comments!” This is not the best way to get engagement.
Instead, post statuses like real people on Facebook. Ask a question that is not a sales point, but whose answers you are genuinely interested in. For example, you could ask, “What are your favorite social media sites to use?” When people comment, interact with them by commenting and asking more questions to their answers.
Share Visual Content that is Easy to Understand
You shouldn’t share photos that require users to read your description that goes with. Every image you put on Facebook should be immediately understandable to the audience. Make sure all photos you post are relevant to the brand and are valuable enough for your followers to share. The photos should link to content, especially ones that relate back to your website.
Go Behind the Scenes
Give your followers a behind the scenes look at your organization. Since followers want to interact with friends, not brands, you should make them feel as close to your employees as possible. If there is an office party, share some of the fun photos on Facebook. If you are attending a conference, take some selfies that are enjoyable or funny for people to share.