15 Best Practises on Facebook

8/13/2019 15 Best Practises on Facebook

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Top 15 Best Practices onFacebookHow to optimize Facebook for Business

In this guide we provide you with industries best practices adopted by

the most successful brands on Facebook along with some illustrativeexamples to show you how you can use them for your own business.



Top 15 Best Practises on Facebook : How-To eBook - Simplify360

For more information about Simplify360 please visi t:www.simplify360.com

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Introduction

About this report

Social media marketing has been a buzz word for quite some time now. Amongst all the

available networking sites, Facebook has been the most popular with over 1 billion active

users from around the world who comment, like and share their experiences and

information about products and services that they liked and those they don’t like.

It’s an evolving field and even though businesses today have recognized it as a great

opportunity to interact with their customers, they have not been able to dive into

actionand benefit out of it completely. There are no set rules on how to successfully

establish and implement a plan yet. However, there are many organizations that have

tried and been successful; there are also those organizations that have burnt their fingers

during this process.

Businesses today are still exploring it as an opportunity. But they have realized that

social networking sites are the easiest, most cost efficient and powerful tools for

identifying, connecting and engaging with their target customers from across the world.

Facebook allows you to engage with people from across the globe using innovative apps

and content that generates word-of-mouth and a viral effect allowing you to reach and

engage more people and drive more business.

So, if your business is not yet social, then you have a reason to worry!

Let’s check your Business’ Facebook Quotient!

! Do you have a Facebook Page for your business?

! Do you have your customers talking on this page?

! Do you have a large number of likes?

! Do you listen to the feedback given by your customers?

If the answer to most of the questions is a NO then your Facebook Quotient is very poor

and you need to worry. But if you have at least a few YES as your answer then it means

that by this time, you have either tried setting up a page or seen your competitors use it.

But you are still wondering how you can maximize Facebook’s potential to build brand

loyalty and take customer relationship to the next level.

In this guide, we will provide you with industry best practices that have been used by the

most successful brands on Facebook along with some illustrative examples to show you

how you can adapt them for your own business.







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Why Facebook?

So let’s start by answering this question: Why Facebook?

With so many free platforms to choose from today, Facebook represents a huge potential

market for your social media efforts. Here are some facts on Facebook that can help youbetter align your marketing strategy with social media strategy. Also, ensuring you whyyou should not miss out on using Facebook for your business.

Quicksprout’s explains the difference between Twitter, Facebook and Pinterest, the threemost widely used networking sites in the world. They have illustrated the social medialandscape through a comparative study of some key statistics of Facebook with twitterand Pinterest. Let’s look at some of the key takeaways that can also be used for yourbusiness.

Pinterest Twitter Facebook

No. of users 10.4 million 500 million 1 billion

Uniquevisitors

12 millionper month

39 millionper month

167 millionper month

UserActivity

(per day)

340 milliontweets

500+ likes

11.3% of Pinterest shoppers got to 4 pages per visit2.9% of Twitter shoppers got to 3 pages per visit

85.8% of Facebook shopper’s go to 7 pages per visit

Pinterest: 0.9% made purchases

Facebook: 2.6% made purchases

Twitter: 1.1 % made purchases

Breakup

by Gender

Pinterest Twitter Facebook

Male 21% 40% 42%

Female 79% 60% 58%

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Here are some quick facts on Facebook and what they imply for your business:

1. There are more than a billion monthly active users globally.(Facebook Insights, stats

as on December 31, 2012)

Takeaway:This only goes to show that Facebook is too big to be ignored in your

marketing plan.

2. There are on an average 618 million daily active users on Facebook.(Facebook

Insights, stats as on December 31, 2012)

Takeaway:DAU (daily active users) is an important metric to measure user

engagement and the number of readers who return to Facebook each day. Hence

DAU can be defined asFacebook pageviews per day (not unique). It means, if

your Facebook strategy is well worked out then your page can attract over 600

million eye balls each day.

3. About 82% of Facebook’s MAU(monthly active users) are outside the U.S. and

Canada. Over 223 million people are from Europe.(Source: Facebook Insights and

Search Engine Journal)

Takeaway: Facebook is no more just an American phenomenon; it offers a

worldwide market.

4. Facebook mobile products were used by 680 million monthly active

users.(Source: Facebook Insights, stats as on December 31, 2012) Also, 45% of businesses

have made mobile marketing, an integrated part of their marketing strategy. (Source:

Zephoria, an internet marketing consulting firm)

Takeaway: Track the changing market trends and adapt your marketing strategy

accordingly to gain maximum ROI.

5. Every second, five new profiles are created on Facebook. (Source: ALLFacebook

2012)

Takeaway:Your potential customer database is growing exponentially.

6. It is known that the best days to engage your audiences on Facebook are

Thursdays and Fridays and the best time is between 1-3 PM (Source: Bit.ly blog)

Takeaway:Drive traffic during peak usage hours and optimize your content by

posting most important updates, offers and other posts during this time.

7. 300 million photos are uploaded daily (Source: Gizmodo)

Takeaway: A lot of information out there is competing for readers’ attention, target

and strategize wisely.

8. Average time spent per Facebook visit is 20 minutes. (Source: Infodocket)

Takeaway:You have a short time to get your readers interested in what you have

to say.Get it right in the first attempt!





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9. In 1 minute, 510 comments are posted, 293,000 statuses are updated, and

136,000 photos are uploaded. (Source: The Social Skinny)

Takeaway: Again, there is a lot of information out there already, competing for

readers’ attention. The key differentiating factor between those brands who have

been successful in capturing reader attention has been quality and contentstrategy.

10.50% of 18-24 year olds visit Facebook when they wake up. (Source: The Social

Skinny)

Takeaway: What this means for you: Facebook is important to these users, and if

done correctly, so is the content you post on it.

11.38% of readers have recommended a brand they like or follow on social media.

(Source: Zephoria.com)Takeaway: With Facebook’s features such as news feeds and status updates,

when a user likes your page (or becomes your fan) the word spreads to his

network (if he/she has chosen to keep it public). Increase your brand awareness

exponentially or see your content go viral through key influencers (users with large

number of followers and friends) on Facebook.

12.77% of users interact with brands on Facebook through posts and

updates.(Source: B2B Social Media Guide)

Takeaway: For top-of-mind recall, update your page regularly. Engage youraudience through creative content and listen to customer feedback.

13.Less than 60% of the Fortune 500 are on Facebook. (Source: B2B Social Media Guide)

Takeaway: Many organizations are still not aware of the right ways of using social

media for their business and benefitting from it. It is still an untapped market and a

right opportunity for your business to get started on it.

14.73% of today’s consumers can be reached through Facebook. (Source: B2B Social

Media Guide) Takeaway:Facebook is too big to be ignored in your marketing plan.

15.2.5 million Websites have integrated with Facebook.(Source: B2B Social Media Guide)

Takeaway: Today more and more businesses are realizing that Social media

strategy must be used in tandem with your traditional marketing plan. Integrate

your social media plan to optimizes results and increase your ROI.





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Getting Started!

Setting your social media marketing goal

As more and more organizations are entering into this space to explore and benefit, ithas become very important for organizations to understand what they want to achieve

out of their social media marketing plan and how they can achieve it.

Goal setting in social media marketing is as important as it is for any other activity. Anorganization must clearly define their goals. It is required that these goals are addressedas the organization’s goals in social media. Goals help clearly define the methodology foradopting the best social media strategy.

An organization can set one of the four types of goals as mentioned below. Let’s look atthem individually and see howFacebook can be put to use in achieving them:

Brand Awareness

Here the organization’s aim is to reach out to a large target audience and increasetheir brand awareness. Such a goal for Facebook means attracting more fans tothe brand page.

To achieve this, organizations adopt various content sharing strategies. Drivingmore fans to view, comment, like and post on the page through the content shared

and providing value to the customers (special offers, contests, games and freegiveaways). Some of the best examples of brands that have successfullyincreased their fan base by more than three times are discussed in detail later inthis report.

However, one most important factors for the success of these brands onFacebook has been their ability to successfully integrate their social mediastrategy with their overall marketing plan.





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Customer Service/Retention Marketing

When your organization already has a large customer base offline, what you needto do is to engage with them and focus on retaining your customers.

Starbucks is one of the best examples on how customer retention can be usedeffectively online and how it can affect your bottom line. Starbucks saw customersleaving their brand and their sales dropping due to the company’s perceptionamongst the customers. To overcome this issue they created a campaign calledmystarbucksidea.com, a marketing plan where they listen and respond to theircustomer concerns. Goal: Customer Retention.

Through this they were able to build a strong community. They asked theircustomers for their ideas and what they wanted on the Starbuck’s menu. The bestsubmissions were then implemented. This activity connected the customers with

the brand instantaneously; it created a sense of belonging to the brand.

In an extension to the campaign hosted on their website, they also integrated theirFacebook page to promote and expand their campaign. Facebook is one of thebest platforms that is used to build a community and interact with customersthrough various interactive applications. Engage your audience and track yourperformance through Facebook analytics to attain further insights and refine yourstrategy.

Relationship Target Marketing (Electronic PR and Creative Contacting)

This is perhaps the most difficult goal to build a strategy around. Here organizations mustspend their time, resources and energy to reach out to target customers. They must have

compelling messages that talk about their products and services. They must listen andbuild a mutually beneficial relationship over time.

Facebook helps in supporting activities of this strategy. It acts as a publishing platformwhere you release your brand stories and content relating to your product and services oryour employees (information that is used for PR activities), in an effort to establish yourorganization as a thought leader and increase brand awareness among customers.

Transactional Marketing

This goal defines a strategy where all your efforts are directed towards generating leadsand converting your marketing efforts into direct sales.

It is observed that many organizations today have started to learn how to generate leadsthrough social media activity. Facebook is the platform through which the highest numberof customer purchases are made. Though there are no hard and fast rules on Facebook,

however, there are a set of best practices that are followed by the most successful brandsto achieve their goals. Read our special report on “Selling without spending” to learn how

to generate leads through various social media platforms.





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Understand the Current Scenario

Learn from others

Search for some complementary businesses (including competitors)on Facebook andfind out if you can learn something from them. Search for some brands that you admire

or some of the brands that your customers have told you that they admire.

Make some key notes on what is working for them and also what is not working for them.Gather information on how often they post, when they post, what they post generally text,photos, videos, links, polls, questions etc? What is working for them? That is, what kindof posts receive the most likes, comments and replies? Note how many people post onthe wall. How many comments on a post? How many new likes are received each week?

You may also want to make a note if they have special tabs, Apps, custom tabs etc. See

if you can do better on things that are not working for them.

On Facebook, to know your competitor’s status go to “About Us” section and select likes.This page will give the total number of likes on the page, number of people who aretalking about the page and a few page insights worth knowing.

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Industry Best Practices

By now you would have noticed that allsuccessful brands on Facebook follow a fewunsaid rules. While there is no single proven road to success on social media thereare general best practices that are followed. You can start with these best practices butgoing ahead, it would be upto you to sustain your marketing plan.

It is very common that brands do not preach or sell to their fans but they engage them.Customers know when a salesperson is trying to push a product and that turns them off.They also know when a salesperson is genuinely trying to solve their problem in the bestmanner possible. Facebook Marketing is no different.

Notice how Oreo engages their audience with questions; fill in the blanks and opinions.

Zappos isa great example of how posts can be fun and yet linked backed to their websiteeach time.





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Best Practises

Top 15 Best Practices for Your Business on Facebook

Keep it Short

Keep your post length between 100-200 characters. Users do not spend more than12 minutes a day on Facebook. The trick here is to engage your reader with very fewwords.

Disney uses its characters to share its philosophy each time.

Keep it Precise

Some apps are useful and productive, however too many apps can distract attentionfrom the brand. Try and keep the number of apps to the minimum.

Disney promotes all its brands (movies

and famous characters) through different

pages.

They have integrated all their pages intoone custom tab called “Disney Pages”.

This ensures users can move from one

Disney page to another easily without

actually having to search for them.

Another Smart Marketing Tactic!





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Keep it Consistent

Post regularly, every day. If you do not continuously update your page, you are not givingyour fans a reason to come back often. This would generate few social stories and attractfew fans.

Keep it Focused

Your page should focus on your business.

Add Really Simple Syndication (RSS) feeds and other dynamic content, but you need tokeep it relevant to the business and your fans. Else, they will lose their interest in yourbrand.





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Keep it fresh

300 million photos are uploaded daily on Facebook. Posts with images have received

maximum number of likes and comments.

Share your product or your story through images.

Keep your fans in mindKeep your customers in mind while designing your page or posting on your wall. If any

element on the page is irrelevant to the customer then it should not be on the page.

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Keep it Innovative

Share something new about your product, delight your fans. After all it’s your product.

Just because you are passionate about it;don’t expect others to like it!

Starbucks posts are mostly relating to its new recipes, asking their customers for theiropinion on it.





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Be Creative

Engage your audience with amusing facts and trivia to keep them hooked to your page.

As a marketer, your job is to keep them addicted to your content that will keep them

coming back to this page. Drive the audience pull through interesting and engaging

posts.

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Keep a call for action

Not only will it engage your target audience through liking, commenting and linking to the

posts but this also will help you improve your search engine rankings.

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Keep it Exclusive

Share exclusive information which may not be available on other platforms such as back

stage footage, exclusive events in office with team mates and other colleagues.

You could also run exclusive campaigns for Facebook; this will keep them coming back

to this page.





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Position your company as an expert.

Your Facebook Page is a billboard of your business to the world. It gives you an

opportunity to showcase your brand and you people as experts in this space.

Emphasise your core values. Show that your products are of superior quality and worththe price. It is the best platform to present to a potential customer the value proposition of

your product





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Do not forget your Brand Message

Your page must reflect your brand personality. Your posts must maintain and

communicate your company voice in a fun and a professional manner.

Get the timing Right

Saturdays, Sundays, Tuesdays and Wednesdays are the most active days on Facebook,

for sharing information. Most B2B and B2C marketing occurs during the week and it is

important to note that weekend posts might be more effective!





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Bring your partners to speak for you

Testimonials have always been a strong marketing tool used across the world for

branding; why not let your partners testify about your brand on Facebook?

Recognize your suppliers, clients, partners and loyal members and let them speak about

you. This helps in positioning your brand and builds trust amongst customers.

McDonalds features their suppliers in a unique way that portrays them as their brand

ambassadors.





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Showcase your achievements

Fans love it too when you win an award, or when your brand is recognized as the best

brand.





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Give it that personal touch.

Congratulate your creative

team on theirachievement.

Welcome a new team member orshare something interesting about

them.

HUL updates an entry of every

new member even interns on its

page “Unilever Dairies, India”. This

adds to the exclusivity of content

by updating on the latest internal

changes.





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Pitfalls: Some of the worst practices on Facebook

There are 83 million fake profiles on Facebook. This shows that if you do not work outyour plan thoughtfully and strategically your efforts could be a waste.

Many of the brands today are on Facebook for testing or researching purposes which areincluded in these 83 million profiles. There are many brands that are struggling to capturevalue and optimize on Facebook’s potential. So where are they going wrong?

Here are some of the reasons why brands have failed on Facebook:

1. Brands create a Facebook page and then do not use it. Multiple pages or a pagewith no content/conversation turns off the fans of the page. Most of the readerswill not try to find the brand the next time, if they do not see any activity on the

page.

2. They will not invite anyone to like your page. Facebook allows you to invite yourexisting contacts from your mail box to your new Facebook page to kick start yourfan community building activity. If you do not invite your friends your page will notbe listed at the top of the search results.

3. Facebook pages which are not promoted and are not linked back to their websiteor any other place. Fill in details about your company and include your companywebsite to allow readers to go to your website, ensuring it’s an official brand page.There are over 83 million fake profiles and readers are looking for genuine content

and connecting with the real brands on Facebook.

4. Using Facebook solely to sell products and post ads. Facebook is a networkingsite and it is best used to engage with your audience. Do not try to hard-sell yourproducts on Facebook.

5. Using poor quality graphics or no images in posts and updates. When your postsare not clear and the message is not communicated clearly, it turns off youraudience. They would stop coming back to your page and hence your number offans decreases with time.

6. Not creating a header image or a cover image. Facebook provides this creativefeature of uploading a large cover image to showcase your brand. Manyorganizations upload an image with a direct sales pitch which turns off theaudience. Use this space wisely, showcasing your brand/product in such a waythat highlights your most important products, while at the same time customerscan relate to it more easily. Do not use a sales pitch as your cover image.

7. Business details such as address, hours of operation, mission, etc. are notmentioned on the about us section in the page. Facebook provides an opportunityof linking your website and other platforms with Facebook, use it to increase your

traffic and divert your readers who are looking for more information.





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Summary

Facebook is the most popular social networking site today with more than 1 billion activeusers. It is too big to be ignored in your marketing plan. Use the best practices onFacebook to promote your business and find out if you can improve on what did not work

for others. Remember there are no set rules; nothing can be done better unless you wantto. So get out there have some fun yourself and get exploring!

References

Facebook Insights

SearchEngineJournal

Zephoria.com

AllFacebook2012

Bit.ly blog

Gizmodo

Infodocket

The Social Skinny

B2b Social Media Guide

Image Source: Official Facebook Brand Pages




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