The Purpose of your Page?

Deciding early on what your expectations are in social media will help you start as you mean to go on.  All too often businesses are measuring their social media success on the wrong things entirely so it’s important to determine where you are heading first.

What’s the end goal?

  • To connect with your customers and clients
  • To deliver a better customer service
  • To gain new leads
  • To build brand awareness

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Image courtesy of smarnad / FreeDigitalPhotos.net

Whatever it is that you want to achieve in your business, now is the time to align it with your social media efforts.  To get you on track, here are some questions you need to ask:

What are my expectations for the page?

What kind of exposure do I want – increase customer engagement, improve public relations, promote new products and offers or deliver exceptional customer service?

What kind of engagement would be most beneficial – knowing more about our existing customers or finding out more demographic info?

What demographic are we struggling to connect with that would be valuable to do so through social media?

What are my competitors doing that I think works or doesn’t work?

What are my ROI expectations?

The last question will get a variety of answers and most will probably be within some social media metric – saying they want a certain number of likes.  However in day to day business the main metrics would be sales volume, revenue and cost.  These may be hard to measure in social media, but reach and engagement are a good place to start.  How a piece of content is performing and how often people are engaging with your brand is important.

Remember having a lot of likes or fans is not everything.  You are no better off having a hundred people following your page who never interact with it, so focus on having real likes that really want to talk back to you, and gain valuable information from them, with your end goal in mind.

Feel free to leave any comments if you would like to share your ideas or experience in this…

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Facebook paid advertising…are you doing it?

Advertisers everywhere are making use of social media to enhance their business. The majority of these are using the free tools such as Facebook, Twitter and Youtube, but a lot more marketers are realising the need to increase their social media budgets for the year. In order to reach the right audience, at the right time and direct more traffic to your website and gain new customers, it’s becoming essential to also pay for advertising in the social media space.

However unlike other marketing campaigns, this can even be done on a small budget. There are various paid media channels to choose from on Google, LinkedIn, Twitter and Facebook so right now we are only going to concentrate on what Facebook has to offer, since is this where most people’s social media campaigns start.

Currently Facebook only shows 10-16% of your fans your posts. Facebook’s algorithm ranks your posts according to how people have previously interacted with content type, the weight of a post, ie photos get seen by more people, the time decay on a post or how old it is and the connection/affinity you have with the fans. So unless each of your fans go and check out your page EVERY day, chance are they are missing a lot of your posts. And I’m sure you are all familiar with those certain fans who always seem to comment and like your stuff. You might think they are your biggest fans, and in a way they are, but it’s more likely because of their previous interactions that are part of the 10-16% usually selected to see your recent posts.

FACEBOOK ADS

To start a new paid advertising campaign on Facebook, go to your page.  On the right hand side, near the top of the page you will notice an Ads Manager button.  Once you click into this, the option will then be to Create An Ad.

Choose what you are advertising – Your page, Another URL for your website, a Place, an App that you have designed or a link to iTunes for example, or an Event.

In this instance we are going to choose to advertise your page to get more likes.  After you have selected the page you want, you need to choose the goal:

Now you want to create your ad with the following:

Capture - step 1

Insert headline (25 characters) and some text about your product or service (90 characters) and which page – Timeline or Photos, you want people to land on when they click your ad, also known as landing view.

For no further cost you can also choose to show sponsored stories about people liking your page.

Now you have to choose your audience.  You can enter some very specific criteria here to narrow down your search to the most relevant people on Facebook.  This is how you grown your fan base with people who are interested in your product or service.

Capture - Choose audience

Once you have selected the country / countries you wish to advertise in, you will see a figure of the number of people you could potentially reach.  However you can target your audience even more specifically and this will either cause the reach number to fall or rise, depending on the criteria selected.  As you can see below, I have narrowed my search down by selecting to only show the ad to women.

Capture- Advanced targeting options

Capture- Audience Autos

Now I want to choose even more Advanced Targeting Options to select people that have an interest in Autos as well.  You will notice the reach potential then increases again.

Capture - Small business ownersOn top of people who have an Auto interest I also want to target Small Business Owners in Zimbabwe too, so I selected that option too.

Campaign, Pricing and Schedule

SO how much is this all going to cost?  Well the beauty of it is that you decide.  When you run an ad you are only charged for the number of clicks (impressions) it receives and this never exceeds your daily / lifetime budget.  The bigger your budget, the more people you will reach.  The distribution of your ad factors the following in: bid, marketplace competition, target audience and performance history.

If you choose a per day budget, Facebook will spread out the spending per day, however a lifetime budget will be paced over the lifetime of the campaign.  Ads will stop showing once your daily budget has been met.  Once you have input the info, you will get a chance to review your ad and then you will either Place Order or go back and Edit.  Once you click the Place Order button you will then need to add your funding source.

Capture - Campaign costs etc

Capture - Funding source

If you, like many others are sceptical  about the return on investment with social media and are unsure of how to measure your  efforts, you may want to initially just try simple yet interesting paid campaigns.  Another way to find more funding for Facebook ads is by cutting back on resources in other areas of marketing that just are not performing as planned.

Like they always say…don’t knock it until you tried it.  Have you tried it or are thinking about it?  Please feel free to share your thoughts on this.

Insights – Your Facebook Page Analysis

So we have been doing some insights analysis between the pages we manage and it’s interesting to see how different each of them are.

Currently we are managing nine pages across a variety of industries – freight and logisitics, alcoholic beverages, beauty, plumbing, retail, media and the wedding industry.  All are very different to eachother in the number of likes, male or female audience and age ranges of  the audience.  Some have taken a while to start getting noticed, others have exploded with popularity, but one thing is common – the more we put in the more we get out.   Obvious I am sure, but do you analayze your page and see what posts worked best and which ones didn’t so you don’t keep repeating the same mistakes?

Insight graphs on your Facebook page

When you login to your page as Admin, if you have over 30 likes you will see a box with a small graph in it which basically tracks how many people are liking your page and what growth it’s receiving, in a very simple format.  If you want to see more, you can click the See All option and explore further.

One of the first things we look at is how often we have a little purple circle, depicting a post on the graph.  The more the merrier and you will notice the line graph above the purple circles, clearly represents how many people have been reached as a result of your posts.  You will notice dips when there has not been much activity.

Reach, Engagement and Virality

If you do several posts on any particular day, you are increasing the number of people you are reaching, because each time you make a post your audience will be a certain number of your fans.  The next time you post, your audience will be another percentage of fans, and so on.  Facebooks algorithms work out who sees what, so it’s not a case of all page likes seeing all your posts, only a select few do.  If you post again, you increase the chance of others seeing your post because Facebooks algorithms will assign new unique people to display your post to.

Another good thing to look at is who your actual audience are.  Male or female predominantly and age ranges.  If you know who is visting, liking and sharing your page stories the most, you will learn how to target your posts at those people more specifically.  Each page will vary so be sure to find out what works and what doesn’t for you.

Of course it’s always nice to see you page like numbers going up, however this is not the only measure of success.  If you scroll down in the Overview tab, you will see what posts have been made, how many unique people they reached, how many people engaged in your content, and the virality, which essentially is the percentage of people who liked, commented, or shared your story against the number of people who saw it.

Posting techniques to try

It’s worth trying a variety of different posting times, morning, afternoon, evening or late at night to see when you get the best reach.  It’s also worth trying some different posting techniques too – videos, photo’s, a question or vote, a call to action or a link to an interesting article, and see which of this engages the most users.  Although it’s good to keep your posts and content varied, it’s also good to know what really goes viral and make sure that is part of your regular social media feature.

Once you start to grasp all the insights, graphs and lingo, you can really make the page your own, based on the insightful information you have.  We hope you all have beautiful, informative and successful pages from now on if you have previously been struggling to reach your desired goals.

If there is anything more you’d like to know about Facebook pages and how the insights can help you in your business, then we’d be more than happy to help.  Although we love managing social media for our clients, we also love sharing our knowledge on the subject so you can help yourself too.  If you are happy to share anything more on the matter, then we welcome  your comments.