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5 Tips for a Killer Small Business Facebook Strategy

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By Sammi Caramela

If you’re just getting started with Facebook for Business, here are five tips for your small business Facebook strategy.

Facebook is a great platform for small businesses to market their brand and engage with consumers. The platform offers countless features to utilize and opportunities to connect with prospective clients and customers. If you’re just getting started with Facebook for Business, here are five tips for your small business Facebook strategy.

Take advantage of Facebook Live

Facebook Live allows you to broadcast in real time to go behind the scenes of your business, show off your products and/or services, or simply connect with existing customers while introducing yourself to new ones. Going live on Facebook, which can be done on a mobile device, desktop or laptop, is a great way to boost engagement and get more personal with your audience, which builds trust and credibility. Promote your upcoming livestream via email or on your website or other social media channels so people know to tune in.

During your livestream, it helps to have someone else monitor and reply to any comments that might come in. You can go live directly on your business page or in a Facebook group, which will provide a more exclusive experience for members.

Use Facebook for customer service

Many customers turn to social media to voice concerns or ask questions, expecting to receive immediate help. Facebook and its Messenger app are great platforms for resolving customer service issues. Here, you can provide any necessary information that a customer requests, respond to direct messages or comments on your page and resolve any problems a customer might bring to your attention. Doing this publicly will also show your customers you are proactive in addressing their concerns.

Providing a space for your customers to connect with you directly will make them feel more involved in your brand.

Promote your content on Facebook

Facebook is a great place to share relevant and valuable content for your consumers. From blog posts and product information to news about your brand and upcoming events that you’re hosting, publishing updates, photos, videos and other forms of content will engage your audience and keep you top of mind.

When deciding what content to share on your Facebook business page, consider your target audience and what they’d like to see. For instance, if you own a restaurant, consider sharing blog posts with recipes, photos of your dishes or upcoming deals you’ll be offering in-store.

Optimize your page for engagement

In 2018, Facebook announced that its algorithm would prioritize content that sparked “meaningful interactions” among users and their connections, and it continues to do so to this day. Therefore, your business’s Facebook page should encourage interactions with your visitors, such as asking thoughtful questions to elicit comments and responses. Providing a space for your customers to connect with you directly will make them feel more involved in your brand.

Another option for engagement is adding a call to action on your page and in your posts. Your CTAs can range from asking a customer to visit your website or make a purchase to simply following your Facebook page or commenting a response on a post.

Analyse your stats

To ensure you’re on the right track with your strategy, analyse the following Facebook statistics against your goals to establish a benchmark and future progress.

  • Impressions: Your impressions tell you the number of times your audience has seen a specific Facebook post.
  • Reach: Your reach describes the number of times a new user sees your content.
  • Engagement: Your engagement measures how often someone interacts with your posts. This includes both positive (e.g., a user commenting on your post) and negative engagement (e.g., a user hiding your post).
  • Page followers: As the name suggests, page followers count the number of users who are following your Facebook page. It helps to track and analyse this stat over time.
  • Video performance: Your video performance tells you how many people are watching and engaging with your videos.
  • Pages to watch: The “pages to watch” section of your analytics overview shows you how your page measures up to your biggest competitors’ pages.
  • Local: If you’re a local business, the “local” tab tells you information and demographics about customers in your area.

Learn more about marketing your business on Facebook in our guide.

Feature Image Credit: Getty Images/Tirachard 

By Sammi Caramela

Sourced from CO

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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Will Facebook be the ‘New’ YouTube?

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It seems that Facebook is trying to muscle in on YouTube territory.

By MediaStreet Staff Writers

Facebook is indirectly becoming a solid source of user-generated content, often replacing time otherwise spent viewing similar videos on YouTube.

A new report from the UXS group at Strategy Analytics has been investigating the needs, behaviours and expectations of consumers regarding video consumption. The result? While consumers look to Facebook to see what friends/family are up to and to gain information overall, videos are being increasingly consumed as a part of this experience.

According to the report:

  • Social platforms are becoming the main source of consumption of ad-hoc short-form video. Sites such as Facebook and Instagram are increasingly sources to communicate new content availability; while sites such as Snapchat, IG stories and Boomerang are leading the drive towards social video creation and sharing.
  • Socially shared and discovered ‘viral’ content not only serves as entertainment on its own but can impact an unintended direction for users and their video consumption.
  • Ongoing live video streaming and posting of temporary ‘stories’ across Facebook and Instagram are also driving users to return.

Says Christopher Dodge, report author, “Content is ‘finding’ the user within social media: consumers no longer have to search for videos themselves. Furthermore, new ‘live’ video, along with countless shared video content, is shifting behaviours and resulting in more unintended video consumption.”

Chris Schreiner, Director of Syndicated Research, UXIP, agrees. “Identifying Facebook as a solid source for video – inclusive of professional, user-generated, and ‘viral’-type videos – not only makes Facebook’s experience even more compelling for users, but also drives advertisement revenues for this platform.”

There’s plenty of ways to use facebook video to advertise products.

But will they take YouTube’s thunder? Perhaps this is wishful thinking at this point. But, stranger things have happened. We will stay tuned.

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As Facebook Live video dreams fade, publishers look again to Twitter

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By Lucia Moses

Some publishers have been disappointed with Facebook Live video, but they are hopeful as Twitter embraces the format.

Twitter has been getting into live video in a big way. It’s already live streamed events and announced a streaming video service with Bloomberg Media, in addition to other live news, sports and entertainment programs from content creators including BuzzFeed, Vox Media’s The Verge and the WNBA.

The Verge has done a lot of live video and just launched a new live show, “Circuit Breaker,” on Twitter. The focus on Twitter comes as The Verge has dramatically scaled back the number of live videos it does on Facebook, where it used to do as many as four a week.

“It definitely seems like Twitter’s putting a ton of focus on it this year,” said Helen Havlak, editorial director at The Verge.

Havlak ticked off a number of benefits of Twitter’s live show approach. After each episode of “Circuit Breaker,” which run 60 to 90 minutes, The Verge can use a Twitter tool to cut the episode into several clips and publish them independently on Twitter, “things you can’t do easily on Facebook Live,” she said. Those shorter videos can get monetized with pre-roll ads, a format that’s absent from Facebook. Because live video on Twitter hasn’t reached a saturation point, these new shows are getting a lot of promotion from Twitter, while Facebook seems to have de-emphasized live video.

The only metric that really matters is revenue, though. Twitter is scoring points here, too. The revenue share for Twitter’s live shows varies by content creator. But Twitter’s monetization approach is far more favorable than other platforms, said Scott Havens, global head of digital at Bloomberg Media. Twitter is giving Bloomberg the option to do the selling as well as co-selling, which gives the creators more control over the sales process and revenue outcome. (He didn’t explicitly mention Facebook, but that approach is in contrast to Facebook, which is writing checks to just cover the costs and sharing ad sales revenue with publishers, but not much has materialized.)

“Twitter has the scale and the platform; the publisher has the content and brand trust,” Havens said. “It’s a nice marriage.”

Twitter’s live experiment is young; it’s too early to say how big the audience is for live video on the platform, so it’s too soon to tell what the effective ad rates will be. BuzzFeed has said its new Twitter live show, “AM to DM,” which started on Sept. 25, has averaged about 1 million unique viewers each day, with clips being viewed a total of 10 million times.

All platforms are looking for high-quality video content to attract TV-like dollars. Twitter, because it’s much smaller in audience than Facebook and Google and its user base has stagnated, has to make itself that much more appealing to creators than other platforms. “Facebook’s attitude has been much more, ‘We’re going to do it our way,’” said Bernard Gershon, president of GershonMedia, which consults to publishers. Twitter, meanwhile, threw publishers a big bone in 2016 when it agreed to let them keep 70 percent of the revenue from their video ads posted through Twitter’s Amplify program, in contrast with YouTube and Facebook, which share 55 percent.

One criticism of Amplify is the unpredictability. “We love syndicating our original video content across Twitter audiences and being able to monetize via Amplify ads, but publishers have a lack of insight into Twitter’s pipeline, which means we cannot predict ad fill or revenue against this syndication opportunity,” said Chris Pirrone, gm of sports digital properties at USA Today’s Sports Media Group.

“We are always in listening mode with our Amplify partners, and it is our goal to help them drive meaningful and consistent revenue,” Mike Park, vp of emerging content products at Twitter, said in a statement. “A healthy publisher ecosystem is an essential part of the equation as we continue to develop our video products and scale advertiser demand.”

By Lucia Moses

Sourced from DIGIDAY UK

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