Having a social media page isn’t the same has having a social media presence. Yes, you have the real estate staked out, but without content, you won’t get the response from consumers you’re looking for.
Creating Facebook content is a challenge for every business. You’re not alone if you are sometimes stumped about what messages to share.
Here are some tips that will hopefully inspire you to create entertaining and engaging content.
Share Relevant Content - You want to make sure the content you share on your Facebook wall is relevant to your business. Your posts should be a way to communicate with consumers about what your business offers. That isn’t to say that you should only post updates that are about specific products. A pet store owner might read an article about how the number of deer ticks will increase next summer. That owner could share this story with the message, “Deer tick numbers are expected to double. Make sure your dogs and cats are protected this summer.”
It’s not always about selling your business or products, it’s about selling your knowledge too. Make customers aware that you are an expert in your field and have insight about their needs. It’s valuable to show customers that you are passionate about solving their problems.
Engage Your Audience - Your audience isn’t on social media to just read your content, they want to be social and be involved. The users of Facebook are the most engaged social media audience, so give them reasons to have a conversation with your business.
If you run a bookstore, share a picture of your favorite book cover and ask for people to share their favorite cover in the comments section.
A restaurant owner could post, “Holy Idaho! We have a surplus of potatoes! Should we make garlic french fries or mashed potatoes? Like this post and we’ll fry the taters. Leave a comment if you want us to mash ‘em up!”
Show your personality. Be a business that communicates with your fans. With these posts that focus on customer engagement, your audience will be aware of what you offer and possibly even share information with their friends about your business.
“A Picture is Worth a Thousand Words.” - There are two reasons why photos are important. The first is, sharing photos has become the most popular activity on social media. Pictures of dogs, sunsets, plates of food, homes, kids and flowers saturate our social network feeds. With tools like Instagram (which Facebook owns), it’s never been easier for anyone to take a breathtaking photo and to share it with the world.
The second reason, is that photos are taking center stage on platforms that are being viewed on smartphones. Facebook has made sure that the photos are a key part to every post, so that when you start scroll on your phone, you will be more apt to engage with a post.
A picture can capture a moment in your business or be used to describe a situation. Be creative with the photography. Don’t just take a picture of the interior of your business or of a single product, try to create a photo that you would want to see online. A photo that you would want to share with your friends.
When to Post - There is no fool proof equation that will tell you when and when not to post. For Twitter, followers are ok with a large number of posts throughout the day. The more you tweet, and especially if you try to connect your post to popular topics, the more likely you are to be seen by potential followers.
On Facebook, it’s a bit more complicated. For instance, if you don’t post enough, people may not be aware of your business, even if they are a fan. If you share too much, fans may unfollow your page because your posts are monopolizing their space. Posting two times a day is considered a safe practice.
Keep in mind that Americans make purchases based on what they see on Facebook. Content that is fresh and engaging will help you build fans and build interest in your business and products. Don’t be discouraged if a post you really want to succeed, doesn’t succeed. You will see what posts resonate with your fans, use this information to create similar content. And remember, when all else fails - cats run the internet.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.