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Facebook: Tell People! (Part 3 of 5)
There it is. Your brand new beautiful Facebook page. Locked and loaded. Now what? Social Media only works when it’s social- so let’s start the party!
The best place to start is with an editorial calendar. Many businesses can make the mistake of posting day by day, which takes a lot of time and can result in empty weeks when work picks up. If you’re managing your own social media, set aside a few hours each month to draft social media posts and assign them to a schedule. Your calendar should include all pertinent details. We usually suggest an Excel style format including a) the day, date and time the post is scheduled, b) the post content itself, c) any links/photos that accompany the post, d) confirmation that the post has posted, e) any user engagement (record likes/comments and your responses), f) reporting (report analytics/data on the posts), g) Notes- anything you want to remember.
You can always swap in day-of content as you like, but this way you have a month scheduled and ready. You can use a scheduling tool like HootSuite to manage all of your social media posts, or you can actually load into Facebook directly and use their scheduling tool.
Friendly reminder- no-one likes a self-promoter. Yes, your Facebook page is a marketing platform, but it’s really a platform for engagement, which means dialogue not monologue. Make sure your posts have a strategy to them- you are promoting your business/product but also engaging with your clients. Posting without strategy is like the neighborhood busybody- loud but often tuned out.
You should also have a PR response plan in place so that if you receive comments, you know who is responsible for responding and what appropriate responses would be. We suggest having a FAQ document where you can anticipate common comments/questions and draft your response ahead of time. The more prepared you are, the easier it will be to keep up with the page. With Facebook, the suggested response time is no more than an hour (within business hours). We suggest setting up an auto-response in messaging if you feel you won’t be able to accommodate this time. At the least, no questions should go unanswered at close of business. It can be helpful to set up a calendar notification to remind you to check Facebook first thing a.m., mid-afternoon, and prior to close.
Once all your ducks are in a row, you can start inviting people to join your page. There are a couple different approaches you can take:
Generally, we recommend a soft launch. You only have a few seconds to make an impression, and your audience is most likely to view your page as soon as they receive the invitation. Because of this, we like having content ready to go. Start by creating an editorial calendar and line up a month’s worth of posts before actively promoting the page. During this time, you can invite friends, family, and close clients to join the page and give you feedback. This allows you to control the publicity of your page and gain traction before mass marketing.
There are a few cases where you may not need a soft launch and you can jump straight to it. Craft an announcement post ‘we’re here- we’re awesome- join us!’ Create some buzz and start inviting everyone to join you. You’ll notice this is the approach we took with our Honey MAP page because we wanted our clients to walk through setting up a Facebook page with us.
If you find yourself with more time than money, managing your own Facebook page can be a great option. If you find yourself valuing time over money, give us a call and we’d be happy to manage your Facebook for you. If you prefer a middle compromise, we will package up your Facebook and hand it off to you to monitor and post. Be sure to invite us to your page so we can ‘like’ you!