4 Ways To Put Facebook To Work For Your Business

There are many ways to approach Facebook, and only you can determine what will work for your business.

For example, if you are looking to gain a modest level of brand exposure by having a presence on Facebook, I would recommend implementing a plan that keeps your momentum going, even on your busiest days. This plan should include:

• Creating a six month editorial calendar. An editorial calendar is literally a calendar where you strategically map out every post you are going to make during a pre-defined period - whether pre-written, or merely a note of the subject matter you will post about. Keeping an editorial calendar reduces impulse posts, and ensures that the posts you do make have been thought out and are on point with your brand message and business objectives.

• Keeping your fan page clean and easy to navigate. Only use tabs that are functional and be sure to keep your information section up-to-date. While a Facebook page is not a replacement for your flagship website, it should get plenty of attention in regards to content, pages and navigation as your regular website does.
   
• Experimenting with the post types to see which posts engage the most users. For example, ask your fans open ended questions, or make a statement and ask your fans to “Like” the comment if they agree or comment if they are indifferent. Not getting interaction? Perhaps stop "selling" and start "sharing." Always look at the post from your audience's perspective and ask, "What's in it for me if I read this post?"
   
• Regularly adding photos and videos to your page. This allows fans to feel connected to you, and gives them more content to possibly share with their friends. Again, just make sure it is relevant and consistent with your other brand messaging and business objectives.

A strategy using these techniques is easy and cost efficient.

Prior to creating “out of the box” type posts, fill in your calendar with all known celebratory days, such as upcoming holidays, employee birthdays and anniversaries and your company’s anniversary. Then, fill in most - not all - of the remaining days on your calendar with a combination of informative and educational posts (related to your field of expertise), along with a handful of creative and fun posts.

It’s also essential to regularly find new ways to engage with your fans. For example, always respond to your fans posts. Interaction is more important than the number of fans you have. Interaction offers your fans something tangible and it falls in line with the social spirit of Facebook. Additional ways to connect with your fans is by setting up a discussion page or by running a contest. These techniques do come with a larger price tag, mainly because it requires more labor. Still, it will definitely boast your ability to reach the Facebook audience of 500 million active users.

These are just a few suggestions to help you get started. Keep in mind, Facebook profiles should reflect your brand personality and what “works” for one business, may not be right for yours. It’s just that simple.