Not afraid to crowdsource? Your Facebook Page is a perfect place for it. Not only will your fans feel valued and heard, but some of their decisions might help your content strategy in the long run. Let’s face it -- sometimes we don’t always make choices that resonate with our customers.
My favorite example of this was Budweiser. They let their fans choose the commercial that would run during the 2010 Super Bowl.
5. Do Target Your Status Updates
If you are a global brand, make good use of targeting. We sometimes forget that not all of our fans want to know about campaigns or contests we are running in a specific region or country. Target your updates by country or language as necessary. In the U.S. you can even target by state and city.
6. Do Ask Questions and Involve Your Fans
Want your fans to express their views on a topic? Ask them. Want your fans to share their favorite content with you? Ask them. Want your fans to share your content? Ask them. You get the point.
If you want your fans to participate more, just ask them every now and then, you will be surprised how many of them respond. Multiple experiments by other brands and yours truly show that the posts where you include a call to action get better than average engagement.
7. Do Watch Your Post Frequency and Timing
Don’t overwhelm your fans with too many posts. I suggest posting once a day to start with and potentially moving to twice a day, especially if you have great news to share. As far as timing goes, many people catch up on their Facebook activity at the end of the day and during weekends. However, this trend varies, and might be different for your target audience. Be patient, watch the response trends on your Page, and identify the frequency and timing that works best for you.
8. Do Have a Unique Voice
It is important to know your voice. Skittles does a good job maintaining a consistent brand voice on their Facebook Page. It's entertaining, funny and refreshing.
That is not to say that you shouldn't experiment and step outside your comfort zone to see what else might work for you. Find a voice and tone that is representative of your brand and yourself.
9. Do Diversify Your Content
Change up your content every now and then. Often, people are not sure what to post on a regular basis. You could try adding how-tos, trivia about your company, breaking news, polls, fill-in-the-blanks, relevant third-party content, multimedia, or even experts to speak about your field or business.
10. Do Track the Performance of Your Posts
Do you know your average number of comments and Likes per post? Watch for trends on your Page and feedback from your consumers on topics/programs/discussions and adjust your content strategy appropriately. Don’t become complacent.
Hopefully these tips will help you gain an edge on EdgeRank, and put your brand on top.
Good luck!
