When you think of using Facebook for business, what reasons come to mind? Selling a product? Getting people to share your blog content? Selling yourself as a coach or consultant?
Facebook isn’t right for every business. When it is, however, here are five best practices to follow, proven by the experts. Not only do these entrepreneurs have business-boosting advice, but they walk the walk. Their Facebook pages, posts and forums are bursting with engagement and results – two things all businesses crave on Facebook.
The 5 best practices for business on Facebook:
1. Post consistently – If you log onto Facebook right now and bring up a popular business page, you can bet it hasn’t been idle.
For example: Have you seen those elaborate cookie decorating tutorials in your newsfeed? Nothing says mouth-watering goodness like a luxury dessert being frosted. It is no wonder that these videos repeatedly go viral. The artists just keep pumping them out.
Notice it says post “consistently” instead of post “frequently”. There is no perfect formula here. If you don’t post enough, no one will see you. If you post too much, you may start to annoy people. Best practice: Find a balance and be consistent.
Try Buffer or CoSchedule if you are having trouble posting consistently and want to schedule your content ahead of time.
2. Keep your content native – Gary Vaynerchuk is the king of social media. In his book Jab, Jab, Jab, Right Hook, he stresses the importance of keeping your content native. What is “native”? Anything that resonates with your audience on a personal, relational, or intellectual level.
For example: It’s one thing to post video tutorials of fancy looking cookies, but SweetAmbsCookies dialed into something Facebook users love: emojis. This video of decorating the popular yellow emotional faces onto cookies, by owner Amber Spiegel, has received over 20 million views and over 264,000 shares. It’s plain to see that Facebook users are eating those up. Pun intended.
3. Boost posts/Run ads – Whenever you have an original piece of content that you want more eyes to see on Facebook, a great option is to boost that post. You can do this by clicking on the button on the bottom right-hand corner of your post. Or you can run an ad. Is it worth the cost? If your content is helpful for your readers and will earn more customers or subscribers, then it may just be worth it.
Remember, we are talking about “best practice”, so spamming your network with content that isn’t beneficial may do more damage than good.
4. Check in with Facebook Insights – The best way to learn how you’re doing with your content is to read the data. Regularly check Facebook Insights (located at the top of your Facebook page beside “Notifications”) to see your progress, your engagement, what works and what hasn’t.
5. Conduct a Facebook audit – Darren Rowse from ProBlogger gave some terrific advice for using social media for business in his ProBlogger podcast: He recommended conducting a social media audit. How does one do that? Bring up your Facebook page and ask yourself these four questions:
- What percentage of my content is driving traffic toward my blog/website?
- What percentage is engaging readers?
- What percentage is asking questions for research?
- What percentage is selling?
If one of those four categories outweighs the others, it is time for a re-alignment.
For more great examples of how to run a balanced and thriving Facebook page, check out the experts listed above, or scroll through your own newsfeed. Take note of which posts catch your eye – and more importantly – the eye of others. Can you replicate the process?