If you're new to Facebook or need to master the basics, this presentation covers proper post format, tips for growing your audience and tactics for getting better engagement on your company page.

1. Make the Most of Your Facebook Page
HOW TO: Avoid Common Mistakes & Reach Goals

2. What goal(s) do you hope to achieve?
Are you trying to:
• raise awareness?
• connect w/
customers?
• drive traffic and/or
encourage sales?

3. What’s your #1 Facebook struggle?
Problems with low reach, engagement or follower count?
It’s the algorithm: Facebook uses certain criteria to decide which
content is “high quality,” aka more prominent in the news feed.

4. What holds Pages back:
1. Poorly crafted posts
2. Small reach
3. One-way
communication
4. Scarce posting
The algorithm assesses Page & post quality based on:
• How is the post formatted?
• How many people interact with the post?
• How’s the relationship b/w the Page and followers?
Addressing these helps
your Page cater to the
algorithm & improve
performance

5. Give the algorithm what it wants:
1. Form
2. Followers
3. Feedback
4. Frequency

6. Sharing a link, photo or video?
How you format a post
can impact:
• whether the algorithm
shows it to a lot of users
• whether those users
want to engage with it
*A well-crafted post is
more appealing to users
AND the algorithm

7. Form
Posts should be clean.
• Keep it short
• Make it visual
• Use originals
• Text-free is best
80 characters
or less is best
Videos and
photos get
the most
engagement
and reach
Images containing
text get low reach,
won’t boost well
Stock
photos &
YouTube
links get
low reach

8. 2 ways:
1. Link preview with image (no smaller than 600px x 315px)
2. High-quality image with shortened link in text
Sharing a link? Make it appealing
• If necessary,
crop image &
upload into
link preview
• Edit text too!
• Delete the
URL
Bonus:
Algorithm
treats this
like a photo
post

9. Pro Tip: Find your best content with Insights
To find your Page’s most
engaging content:
• Go to Insights
• In left sidebar, click
“Posts”
• Under “All Posts
Published,” click the
Engagement column
• Sort by either Clicks or
Reactions, Comments &
Shares

10. How many fans follow your Page?
How to reach more
users, without using
ads or boosted posts:
• Continuously
grow your Page’s
followers
• Get lots of
engagement on
posts

11. Followers
Grow your Page by
earning more:
• Page Likes
• Reach
• Post Likes, Reactions,
Shares & Comments
If users engage with your content, their friends
are more likely to see it in their newsfeed

12. Pro Tip: Set Preferred Page Audience
To target users for free:
• Go to Settings
• In left sidebar, click
“Preferred Page
Audience”
• Select your target users’
locations, ages, genders
and as many relevant
interests as possible
• Click save, then update as
needed!

13. How much do you engage?
*Dedicate 10-15 min. each day to an
engagement check-in - it’ll help the
algorithm to boost your Page
Engagement impacts reach:
•The more someone engages with
your posts, the more likely that
person is to see your posts.
•The more your followers engage
with your posts, the more likely
non-followers and other users are
to see your post

14. Feedback
Engagement matters.
• Interact with followers
• Encourage
conversations
• Get reactions
• Respond ASAP
Make sure you allow others to post on your Page -
the algorithm likes it and you’ll get more feedback
from your followers

15. Engagement tactics
• Ask questions,
encourage answers &
vice versa
• Tag partners in posts
• Like other Pages
• Listen: What are other
companies doing?
• Offer value
Tap into others’ “spheres
of influence” and reach
some of their followers by:
• Tagging locations,
events, businesses &
individuals, when
appropriate
• Sharing content from
other Pages
• Engaging with other
Pages’ content

16. Pro Tip: Easy way to invite quality likes
If someone likes your
post, invite them to like
your page:
• Click on the names of
the users who liked
your post
• In the pop-up window,
click the “Invite”
button next to the
users’ names
• Watch how many users
accept your invite!

17. How often do you post?
Are you strategic, or spontaneous?

18. Frequency
Do what works best
for you!
BUT:
“When you’re adding
value, frequency is
irrelevant.”
- Brandon Carter, MarketingProfs
Posting often is good.
Posting consistently is
better.
Posting when you have
content that’s valuable to
your followers is the best.

19. Plan ahead
Best approach for
consistency:
• Schedule posts
ahead of time
• Create a content
calendar
Do this directly on your
Facebook Page so you
can format the post
Collaborate with your
team and identify
opportunities in
advance Curate (or collect) content
like news articles

20. Pro Tip: Identify your best posting time
Compare 2 sources:
1. Facebook Insights
2. likealyzer.com
What time are
your followers
online, and most
likely to see your
posts?

21. Pro Tip: Using Likealyzer
Type your Page URL into
likealyzer.com to find your
best posting time - and
read feedback about your
Page performance

22. In summary:
Form
Followers
Feedback
Frequency
When posting on Facebook, aim to:
• Share content that’s interesting
and/or useful to your audience
• Make that content appealing and
easy for them to engage with

23. Questions?
Contact Jordan Pye at jordan@torxmedia.comor (804) 381-5979
Got more Facebook questions?
Want to learn more about building
a content calendar, or creating a
strategy for paid advertising?
Let’s chat!