Personal Branding on Social: Let's Talk About FacebookNov 15, 2021
“Facebook reached 2.8 billion monthly active users at the end of 2020” - Facebook
Facebook is a social networking site that allows you to connect with friends, work colleagues, and others online. You can share pictures, music, videos, and articles. Many professionals use Facebook as a platform to increase brand awareness, talk to existing and potential customers, provide customer support and run targeted ads to potential clients.
Facebook is NOT a platform you want to show up and aggressively start promoting your services or products or massively start adding random friends. Rather, you will have much more success (and more credibility) if you share information related to your business that is useful or interesting to others.
It is a platform where you should listen and pay attention to what your audience thinks about your business, industry, and product or service. You can strategically plan content on Facebook at certain times based on industry trends, for example, if you are an accountant, you can start posting tips to plan for tax season before tax season hits, so potential clients can learn from you (helping to build the know, like, trust credibility and so they can know what you do).
Goal: Connect with potential clients (over Billions of people are on Facebook), turn your audience into an email list, target specific audiences (through ads and content), gain audience insights, build brand loyalty and awareness, increase website traffic, reach people on their phones, check out competitors, host events and grow communities through groups.
Build Brand Awareness (post-planner.com) - post consistently, run ads, boost your posts to a greater audience.
Purchases- Run paid ads, create landing pages
Generate Leads- Collect emails, create Facebook groups, friend people you can help in your niche.
Typical users of Facebook as of 2021, according to www.omnicoreagency.com are:
• 2.85 billion monthly active users
• 56% male, 44% female
• Age breakdown:
⁃ 18.1% 18-24
⁃ 25.7% 25-34
⁃ 31.7% 35-54
⁃ 21.6% 55+
⁃ India- 320 million
⁃ US- 190 million
⁃ Indonesia 140 million
⁃ Brazil 130 million
⁃ Middle East and Africa are rapidly growing up 13%
• 69% of US adults use Facebook
• 82% of college graduates are on Facebook
• 75% of online users have an income of more than $75k
• Facebook has an advertising audience of 2.14 billion
• 18.3% of US adults made a purchase through Facebook in the last year
• 75% of Facebook users visit a local business page at least once every week
• 15% of all Facebook content is video
• Square type videos get 35% more viewership than landscape type videos
• The interaction with live videos is six times more as compared to the traditional pre-loaded videos
• Facebooks user base spends an average of 38 minutes a day on the app
• Better content is better than posting “more” content (quality versus quantity)
• According to hubspot.com, the best time to post on Facebook is during the week at 9 A.M.
• Posts perform better on Wednesdays and worst on Sundays
• The most popular type of content are: status posts, images, videos
• The least popular type of content are: link posts
• 36% of American social media users get their news from Facebook
• Some content ideas: ask questions, behind the scenes, trending topics, branded graphics, tell stories, videos, infographics
1) Create a personal profile on Facebook at: Facebook.com and then create a Facebook business page.
If you want to have a professional Facebook presence, you will need to create a separate business page. According to Facebook’s guidelines, you should not be selling or posting business-related content on your personal page. When you create a business page, think of it like this. Your personal page is you, your business page is like your storefront where you can share hours of operation, direct links to your website, and to share with clients what you do. Additionally, instead of asking to “friend” someone on your personal page, you can ask your audience to “like” your page so they see your content.
2) On Facebook's homepage, click on "Create a Page," and select the type of page you wish to create. Select "Business or Brand," and then click "Get Started." It is important to choose the right name for your Facebook Business Page, if you are a business professional or coach is a good idea to use your business name or your personal name for your page. Example: My husband Scott Aaron, has a Facebook business page named “Scott Aaron”, where he specifically posts about his business and shares industry tips and information. I have a business page named “BYOB Agency”, where I share social media tips and business information because this is the name of my agency.
3) Choose a category. Next, you need to choose a category. To do so, type in a few words that describe your business. You will then be shown a list of potential categories to choose from. Choose the category that best suits your business. The categories to choose from are: local business or place, company/organization/or institution, brand or product, artist/band/or public figure, entertainment, cause/community.
4) Add photos. It's important to add a profile and cover photos that reflect what your business does, if you have a business you can also use a logo. Given that these pictures will be providing your clients with your first impression, use high-quality images that portray your business in a positive light, do not post poor-quality images that are not sized properly or pixelated.
5) Create a username. Also known as a vanity URL, your username is how your customers will find you on Facebook. This username can be up to 50 characters long; however, your username should be the same or as close to the name of your business as possible to avoid confusion. Your username will consist of an @ symbol, followed by your chosen name with no spaces.
6) Enter your information. When you set up your Facebook page, there are lots of options to customize it. Add as much information about your business as possible, including your business name, address, contact information, website, business hours, products, etc. You will also need to create a description of what your business entails. You can also add additional categories to ensure your company is included in all relevant searches on the site. Facebook does not promote incomplete pages, so completing as much information as possible is important to help with your searchability.
7) Tell your story. Although you have already entered information about your business, by clicking "See More," you will find that you can expound on the story behind your company or brand. In this section, talk about why and how your business was created, what makes your brand unique, the services and products you offer, the values and benefits your services or products may bring to clients, etc.
8) Create your first post. Before you can invite people to like your page, you need to add content. Your very first post can be a simple "Welcome to our page," or you can post a deal or coupon, a picture, video, link, or whatever you think would be a good introduction to your brand.
9) Publish and then invite followers. Once you have filled in all the details, you can press the "Publish" button. The last step is to invite people to like your page.
10) Once you have completed (everything from above) you can update the call to action button on your page. This button appears below your cover photo and allows you to direct your audience to take the next steps. The choices for the button are: sign-up, book now, contact us, use the app, play games, shop now, learn more, watch videos.
*Tip: I like to use my Facebook business page as a way to grow my Facebook group community. To do this I update my cover photo to share my group (information and what it's all about) and the call to action button directs people to join the group. I also post a pinned post at the top of my page to tell my audience what action I want them to take (ie: join the group).
If you would like to learn more about how to properly optimize your Facebook profile, you can google “how to optimize my Facebook business page” and you will be able to find the latest and updated information on how to do so.
Metrics to measure success on Facebook (you can find them on Facebook Insights, Google Analytics):
1) Engagement- measures the number of times someone took action on your posts. This is a sign that people actually like the content you're sharing. It also may give your posts more exposure to your audience (the more people like it, the more likely Facebook is to share it).
2) Reach- is the number of people your content is seen by on Facebook. It helps you learn and understand what your audience likes and why certain posts outperform others.
3) Impressions- measure the number of times your posts were seen. It can give you a good idea of the “viral” nature of a post. The goal is to show the post to the same person, which makes them more likely to share the post or take action. This is playing off the “rule of seven” in marketing, which basically states that a prospect has to see your content seven times before they take action.
4) Facebook Referral Traffic- You can find this in your Google Analytics (if you have them set us) under Acquisition>Social>Network Referral. This shows you the amount of visitors your website gets from Facebook. This helps show you that people are compelled to take action from your content. You want your headlines and descriptions to get people to take action.
5) Page Likes and Follows- They are the number of people that follow your brand on Facebook. They liked your page, which means they will now be able to have your posts show up on their newsfeed. Page likes show your audience size on Facebook. The goal is to continually grow your audience and get more people to follow you month after month.
Create content that adds value and interests your audience. Do not just post about your business, think about your ideal client avatar and what they might be interested in. We will dive more into content creation, in that chapter, but getting started on Facebook, you can simply start by sharing a few posts a week, you don’t want to post too frequently. You can post content such as blog posts (educational/tips related to your product/service), photos (you can share behind the scenes of your business), videos, questions to engage your audience.
If you would like to learn more about how to create a solid social media content strategy, let's chat!
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