In this article, you will learn about the basics to successfully manage your Facebook Business Page. If you are a beginner in the field of social media management, you will find this article very helpful, and if you are an advanced user or experienced in this field, you’ll consider this a brief overview of the most important things you should (and probably already do) have in mind while managing any of your clients’ Facebook Pages.
Why should I have a Facebook Page?
Today, there are around 3.5 billion active social media users in the world. That’s 45% of the world’s population. There’s also 3.26 billion mobile social media users, which is 42% of the overall world population. The numbers are growing by the hundreds of millions every year and it seems there are no signs of a decrease, or stagnation, in the foreseeable future.
As far as Facebook is concerned, there is no concern! Facebook counts approximately 2.32 billion active monthly users and about 2.7 billion active monthly users of at least one of their apps (whether it’s Facebook, Instagram, WhatsApp or Messenger). Facebook is ranked as the 3rd most visited website in the world (1st one is Google and the 2nd one is Youtube) and people are spending, on average, 11 minutes and 44 seconds on Facebook once they’ve landed there.
Facebook has 80 million small-and-medium-sized business pages on its platform, so I would say that a safe guess is that your competitors are already there. But only about 6 million businesses advertise on this platform. That is a shame because Facebook offers such a wide variety of possibilities to advertisers, and the platform should become a part of your practice if you’re not yet doing it. Actually, when you are opening a Facebook page for your business, you should have an advertising strategy from the very beginning, in order to fully utilize the platform and get the best possible outcome and return on your efforts. Here is some more data to spark your interest:
What do I post on Facebook?
If you already have a Facebook Page for your business, or if you’re just thinking about opening one, I think you’ll appreciate this little cheat-sheet of what kind of content you should post on your Facebook Page. Every piece of content should provide your audience with some added value. To be valuable, every piece of content (every post) should fall under one or more of these categories:
- Information – For example, if you sell products and know when some product will be on sale, prepare your posts in advance and inform your consumers about the sale. They’ll appreciate it and you’ll see an increase in your sales.
- Entertainment – Everything can be entertaining if you put a good enough spin on it. When you get to know your audience well enough, you’ll learn what they consider interesting and funny, and what content and stories they react to the most. For example, if you are an Indian restaurant, along with food posts, you can post about Indian culture and customs.
- Inspiration – This is easier for those of you that are in the fashion industry (clothes, jewelry, shoes…) or home decor and furniture industry, where basically everything you post inspires the viewer. In some industries, it’s more difficult, but sometimes you can post kind of anti-motivational and anti-inspirational content if your audience responds to that.
- Education – You always want to educate your users about problems that they have and the fact that you’re solving it with your product or service. With that, have in mind the bigger picture and offer some valuable insight that they maybe wouldn’t be able to find themselves. For example, if you are in the gluten-free food business, educate people about Celiac Disease and gluten sensitivity without directly selling them any products.
My personal philosophy is that people go on Facebook when they’re bored. They go there to see something interesting, funny and/or new. So what you want to do is offer them what they are looking for. And then they will engage with your brand. It’s that simple. You just need to find that sweet spot between what you want as a brand (and I’m guessing you want to sell your products) and what your audience wants (and they don’t want to look at posts that are obviously selling them something).
When do I post on Facebook?
First of all, you should have a publishing calendar. You need to decide how often you want to post — is it going to be every day, 3 times a week or maybe even 3 times a day? It all depends on your products and/or services and your imagination. But you definitely need to have consistency, so once you decide and start posting, for example, 3 times a week, then you need to do it regularly. Probably the worst thing you could do is publish 5 posts in a day and then nothing for 2 or 3 weeks. That’s a huge no-no. The point of having a Facebook Page is to be present in your consumers’ lives, and you’re going to achieve that by being consistent. Consider this the key lesson of this article, and if you don’t put into practice anything else you’ve read here, this is the one you can easily follow and maintain.
So how do you use Facebook as a selling tool? Well, that’s where Facebook Ads come into the picture. Over the next 3 weeks, we are going to talk about Facebook Ads, more specific campaign goals, and when to use each of them to fulfill your goals. A week after that, we’ll look more closely into audience creation and targeting within the Facebook Ads Manager so you don’t waste your precious financial resources on too wide of an audience. And, on the 3rd week, we are going to talk about different ad formats that Facebook offers and which one gives the best results depending on what you want to achieve. Stay tuned and stay digital!