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Clik here to view.In a recent post I argued that Facebook can be very useful as a public relations tool but is not a good way to advertise. Instead, Facebook can provide a wonderful channel to build visibility, engagement, and commitment to the brand. The goal is to increase traffic on the Facebook page and translate that into sales.
The Five Rules for Business Facebook Pages
- Create a page that is aligned with the desired personality of the brand. Messaging should be consistent across channels but tailored to maximize the best of each vehicle. The Facebook page is no exception.
- Create original, engaging posts by including personalized news, valuable information, exclusive offers, games and contests, appropriate humor, and eye-catching images in every communication.
- Incorporate useful links to websites and webpages.
- Post frequently. Maintain a regular schedule that will encourage repeat visits from followers because they look forward to finding out what’s new.
- Don’t neglect to call your fans to action. Their contributions to the page will encourage other followers to also participate and will reinforce engagement. Sincere requests for opinions, and a distinct point of view will elicit responses from readers. Clearly tell them where to go for more information or to complete the transaction.
To illustrate my contention, today I would like to give some examples of business Facebook pages that do this right.
Southwest Airlines on Facebook
Southwest Airlines set the standard for a business presence on Facebook. With an unwavering brand identity, Southwest understood early the possibilities for public relations that social media offered. It used its business Facebook page to build engagement by creating striking images and stories with emotional resonance. Southwest Airlines monitors the page for complaints and suggestions from customers which allows them to proactively manage public relations situations before they become a crisis.
City School Garden on Facebook
City School Garden is an educational mission of the Charlottesville City Schools. Their Facebook posts show photos of the gardens and reinforce the brand that is described on the website. It shows garden activities, school groups and programs and solicits financial support and volunteers. The parents and volunteers at the gardens enjoy seeing photos of their families and other visitors. They follow the page to find out the coming schedule. Posts come out daily and participants frequently comment. Their Facebook page for business helps to build the sense of community and the visibility of the school programs.
Quiggly’s Clayhouse on Facebook
Quiggly’s Clayhouse is a fired arts studio for adults and children in Richardson, Texas. They stock pottery for painting and provide pottery wheels and glass for fusing. They are a popular center for adults and children to have craft outings, celebrate special days, and to create gifts for family and friends. In addition to their website, they maintain an active business Facebook page where they post photos of visits to the studio by different groups and the studio’s participation in arts fairs and at other remote locations. They feature special offers and attractions too. For the last few years they have participated in the D Magazine Reader’s Choice Award selections. Their Facebook page has been integral to that campaign too.
Facebook Builds Relationships
And photos are a major attraction to a business Facebook page. Photos that engage viewers because they are funny, attractive, or personally relevant will boost traffic.
Posts should be frequent (daily/three times a week) in order to build expectation in the audience. Limit the length of posts to 80-100 characters and include links for more information. Like headlines, they need to attract attention and give information that will encourage action. Be sure to clearly indicate the action that is being called for. Advertising should be limited to 20% of the posts or less.
Supporting a lively Facebook page for business becomes more difficult when the product or service does not lend itself to interesting photos. If you are a dry cleaners or a local car repair shop your customers will not be interested in photos of themselves. Instead, focus on attractive or useful photos of related products or services. For instance, the dry cleaner could post fashion images about updating the look of older clothing. Suggestions for seasonal wardrobe care and cleaning tips will also be appreciated. The car repair service could publish images of classic cars, describe changes in different models over time, and give upkeep tips.
Do not start a business Facebook page if you cannot keep it current and engaging. Limit reposts so that the content is fresh and original. Use unique images and written posts that will be of interest to your target audience. In about an hour a day your business Facebook page will build followers which will translate into loyalty to your product or service.
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