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Donné Torr Donné is Hootsuite's Strategic Content Writer. She focuses on Case Studies, Guides, White Papers, InfoSheets, HootTips, Client Success Stories and other secret projects.
Irene Sanjaya Irene is just a strategic planner in a brand, markeCng and communicaCon consultant.
November 2014
Wri0en by Prepared by
In 2015, Facebook is changing the way the News Feed works for its users. These changes will specifically affect brands and the way they conduct Facebook markeCng campaigns through their Facebook Pages. These changes can affect your company’s social media markeCng plan, so to help your business adjust, we have outlined some common quesCons and their soluCons. It’s Cme to prepare for the Facebook changes in 2015 and develop a Facebook markeCng plan to expand your reach.
Have you started noCcing that your Page posts aren’t showing up in News Feeds as much anymore? Have your company’s engagement levels decreased on your Facebook Page? This is because Facebook is implemenCng a change intended to improve the News Feed experience for users. According to the recent announcement on Facebook’s official blog, Facebook is going to start reducing the number of overly promoConal page posts in users’ News Feeds.
“As part of an ongoing survey we asked hundreds of thousands of people how they feel about the content in their News Feeds. People told us they wanted to see more stories from friends and Pages they care about, and less promoConal content.”
Ques:on #2: What do these changes mean for small businesses that don’t have the budget to spend on Facebook adver:sing? If you don’t have budget to spend on Facebook adverCsing, here are few suggesCons to help you move forward.
• Evaluate your Facebook markeCng strategy and create content that will be seen on Facebook. This type of content needs to provide value to your audience—content that they can learn from, share, and engage with. Use the correct link format when posCng links on your Facebook page instead of burying links in photo capCons.
• Use a social media content calendar to organize posts on Facebook
Pro Tip. Timely posts get rewarded with a higher place in people’s News Feeds
• Run a Facebook posCng test to see what kind of posts gets the most engagement. For example, many of Hootsuite’s audience are social media managers and small business owners. Instead of posCng more general stuff like “Happy Thanksgiving!” we try to post content that contains valuable advice related to the occasion, such as: “Did you know that during Thanksgiving small businesses can increase sales by doing this…”
• Post images and videos on Instagram and cross-‐post to Facebook
1. Know your Facebook audience Use Facebook Insights to find out the demographic breakdown of your audience. This data is useful as it gives you insight about content that resonates the most with your audience, and what communicaCon style your audience responds to the best.
2. Don’t focus on selling on Facebook One of the main reasons why Facebook is changing its algorithm is because more and more businesses are posCng sales-‐driven content, as opposed to resourceful content that will provide value to their audience. Facebook is trying to steer away from this model, as they want to make Facebook’s user experience more enjoyable.
Therefore, if businesses are prompted to change their
Facebook markeCng strategy, there will be more valuable content given to their audiences.
3. Post your best content on Facebook Facebook wants people to see only the best content on their News Feed. Which means that in order for a business to see engagement on their posts, choose content that has been successful on other social media channels or your business’ content markeCng plaborm.
Content that has the most retweets, clicks, and traffic will
more likely also do well on Facebook (and remember the golden rule: the best content is the content that provides your followers value).
4. Empower your employees to engage with your Facebook page One of the simplest way to increase your Facebook organic reach is to empower your employees to engage with your Facebook page.
The more engagement, likes, shares, clicks, your
Facebook posts receive the more you can increase your Facebook organic reach.
5. Don’t forget to respond If you want to receive engagement on your Facebook Page, you need to also engage with your audience. If you receive a comment, reply to that comment; if you receive a post on your business Page, reply back to that post.
Adding the human touch can help your Facebook
presence drasCcally.