Facebook, as a platform, loves activity, and they provide you with real estate when you establish your page. There are elements of the page that you can control. Learning to maximize these elements and make the most of the real estate can increase your activity and literally make or break your page. Here are 5 simple things you can do to increase activity on your Facebook page without spending a dime on ads or other marketing.
- Profile Photo. The profile photo is what appears next to every interaction of yours on Facebook. Most businesses use this space to showcase their logo. The problem is that Facebook automatically places your company name next to your profile photo in every instance it is shown. Branding value aside, Facebook is about maximizing social opportunity, NOT showcasing your brand. Using your logo as your profile photo is a redundant waste of space. Instead, use a photo of an actual person. Further, change your profile photo at least twice a month. Because Facebook users do not go to Facebook to read information from businesses, the instant they see your profile photo, their brain is already learning to ignore the image in their news feed. So, changing the image is a clever way of tricking your audience into paying attention. By following this practice, you will see your page interactions increase by 30%.
- Cover Photo. The cover photo is the largest piece of real estate that Facebook gives you. Most companies either use it to showcase product or service or, heaven forbid, their logo (again). The cover photo should show your brand being social. The cover photo should show happy people doing happy things. Plus, the cover photo should change at least once per month. Most Facebook activity occurs in the News Feed, so most will never see your cover photo unless you change it and it appears in their feed. Because it is the largest piece of editable real estate on your page, Facebook gives it priority in the newsfeed.
- Timeline/Newsfeed. Again, most Facebook activity occurs in the news feed. Always use a photo or video or link in your posts. People don’t read text. They look at photos and watch videos. Use Facebook Insights to determine your peak time for activity on your page and schedule your posts during those times. Your posts will only be read if your audience is only when the content is published. You will see your page activity double if not triple by following this very simple best practice.
- App Thumbnails. If you use apps, then Facebook gives you the ability to customize the thumbnails and the order in which they appear. You can be creative with this real estate and use the space to say something unique that gets noticed.
- Topics selection. Don’t simply broadcast information about your business. Remember, the branding effect of Facebook occurs whenever you post about ANYTHING. So, you can post about the weather and still achieve a touchpoint with your audience. Post content should break down in this proportion: 50% comments on current or humorous events, 30% community announcements, and 20% sales-oriented posts. Stick to this formula and your interaction will improve significantly.
Facebook is all about joining and creating conversation. Not dominating it. These 5 simple best practices are easy ways to accomplish this.
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