Don’t use Facebook as the Hard Sell
People regard Facebook as a fun social space where they chat to friends, check out photos and videos, and relax. You need to join conversations and become part of a community, rather than being a business ‘outsider’ who tries to sell aggressively.
Hard-sell tactics — such as using advertising slogans, posting repeatedly about a particular product or service, or providing lists of products and prices in isolation from any related conversation — will result in other users ‘unfollowing’ you. They may even post negative comments about your business.
Post Consistently
Unlike traditional media (such as magazines or television), or other online media (such as web pages), social media is built around frequent updates.
Recent Australian research suggests that Facebook users check their page more than 25 times per week, and they need to see that you are regularly posting new material. Some guides recommend posting at least once a day, but the core principles are to post when you have interesting content, and to judge how often your audience wants to hear from you.
Encourage Comments and Reply As Soon As Possible
Encourage other Facebook users to respond to your posts or to post their own comments about your business or a topic that’s of interest to them and you. When they do post, respond quickly — within 24 hours is best. Failing to respond will weaken your Facebook friends’ willingness to engage with you, and they will gradually drift away.
Promote your Facebook Page
If you have a Facebook page, promote it throughout your business so that your social media works hand-in-hand with more traditional marketing methods. Provide your Facebook address on your letterhead, business card and website, in store, in advertisements, and in your email signature.
Make It Feel As If They’re Talking To Someone In Person
Facebook users like to talk to other people — not to an impersonal business. Whoever manages your Facebook page must be able to write in a voice that sounds real and likeable, using a style that suits your business. They also need permission to express things in their own words, not in the company’s jargon or ‘official line’.
