I have been talking a lot about how businesses are abandoning Facebook and how I think it is a terrible idea. While I think that paying for Facebook advertising is helpful when you initially start, I am a firm believer in organic Facebook reach as long as you do the right posts. Here are the secrets I have collected that will help make your Facebook posts reach far and engage well.
Include Key Post Elements
Every post on Facebook should include three things – a link, some visual content like a photo or video, and company commentary on what you shared. Links are beneficial depending on what they are. If it is an article outside of your company, you are providing followers valuable content they can share which boosts your company’s reach to their friends. If it is a link to a company-related page, you will receive exposure and click-through rates. Adding a photo or video makes your post stand out in the stream of status updates. Lastly, you need commentary to make your brand personable instead of a machine that wants to make a profit.
Just like you would not talk all about yourself when first introduced to someone, your posts should contain 20% promotion and 80% content that is helpful to your audience. They are following you for updates on your company, yes, but make them loyal customers by helping them for free. To encourage discussion, ask open ended questions related to your post. This will prompt them to comment with an answer. Make sure to respond to these answers to keep the discussion going.
This is a fine line. You want to post frequently enough that your page is noticed but not so much that users get annoyed and hide you, block you, or report you as spam. I recommend posting 2 to 3 times a day for the best chance at spreading your message without being irritating. If you repeat content, make sure you always had an “In case you missed it,” signifier beforenso it doesn’t look like you are spamming content.
Always Be Genuine
People don’t want to follow brands and be advertised to. They want to follow interesting users or friends. Become a valuable source of information to your followers and always communicate openly and honestly to any questions, complaints, or comments. The more sincere you are, the more people will like and respect your brand.