Page 153 - Social Media Marketing for Dummies

» You have powerful tools at your disposal to enhance all your other
channels.
Facebook gives you tools to link to other channels to promote your company
or products on. For example, you can link to your website, your Twitter
account, your LinkedIn company page, and so on. Provide a link anywhere
you have an opportunity. Don’t forget to link all your email addresses and
newsletters to your Facebook account.

» Facebook gives you an SEO (search engine optimization) advantage.
The search engines regard Facebook as very important content. By publishing
to your Facebook page, you can see a potential boost in your rankings.

» You can easily reach local customers.
With Facebook, you can easily let customers know where you are, and you can
choose to include a map. When customers are at your location, they can also
choose to let their friends know. Furthermore, you can target specific posts in
Facebook to certain customers in certain locations only. You can then use
advertising to make sure that the posts reach the maximum number of
people in that geography.

» Pay attention to the newsfeed.
A newsfeed is the place where everyone goes to get their updates. With that
in mind, publish content that is meaningful to your customers and drives
them to like and share the content. It shouldn’t just be occasional product-
oriented content. You’ll quickly lose the interest of your customers and worse
still, if your posts don’t get many likes, they won’t get increased distribution.
Make it a point to put a process in place, and use content calendars to
manage the frequency and types of postings to the newsfeed. You want to be
thoughtful in this endeavor.
» The number of likes you have should not be your only measure of
success.
The number of likes you have are only one indicator of interest at a particular
point in time. You may have lots of likes and few engaged customers or
buyers. Use several measures, including looking at Facebook’s own Insights,
to see how your actual published posts are doing. Pay particular attention
to Facebook’s Engagement metric, which tells you the number of times
people have liked, commented, and shared your post. This is found in
Facebook Insights.

Facebook is always in the process of evolving its social platform. Besides the guid-
ance we give in the sections that follow, we recommend visiting Facebook Busi-
ness (https://www.facebook.com/business), which gives you advice on how to
market on Facebook whether you’re a small advertiser or a Fortune 500 company.

CHAPTER 8 Exploring SMM Strategies for Facebook 137