Creating a strategy to engage facebook fans

Copyright © 2014 | Northern Initiatives
Facebook
Creating a Strategy to Engage
Your Fans

Objectives
• When to share your posts to receive high engagement
• What to share in your posts to receive high engagement
• Different categories of posts
• Scheduling posts in advance and creating a posting calendar
• Photo tips

Goals
• As in any marketing endeavor it is important to start with
setting goals. How will Facebook help you reach your
businesses goals?
• The goals of your business should back every image uploaded
and each post shared on Facebook
• When creating posts ask yourself:
– How will this help me reach my quantitative goal?
– How will this improve my qualification and boost my company as a
competitor in it’s market?

Getting Started
• Sharing a post each day or every other day is the best way to
gain free exposure on Facebook
• Monthly Calendars are a good way to create a posting schedule
and stick to it
• With assistance from your calendar, your business is able to
create and schedule Facebook posts in advance

What to Post
• The content that your company shares helps to develop the
company’s reputation not only on social media, but as a whole
• Focus on current events and new information. Posting old
information will make it hard to gain engagement
• Shifting traffic from your Facebook to another platform is a call to
action that creates more exposure
• Include links in posts that contain further information that will
interest readers. While sharing this link, be sure to explain what
the link contains and how following it will benefit the reader

Stay Engaged
• Be sure to respond to messages and posts ASAP
• According to Gartner, failure to respond via social channels can
lead up to a 15% increase in churn rate for existing customers
• If you cannot answer a customer’s question at that moment,
tell them you are working on an answer for them

Create Content Categories
• It is important to mix up the different types of posts that your
business shares on it’s page. One way to mix up your posts is by
creating categories. Different types of posts include:
– Behind the Scenes
– Customer Involvement
– Community Building
– Throwback Thursday
• By using posting categories, customers are more likely to stay
engaged and less likely to ignore your posts.
• Keep in mind that while it is important to have diverse posts, they
should all be made with your business goal in mind

Create a Posting Calendar
Example of a Post Scheduling Calendar

Posting: Behind the Scenes
• Giving a behind the scenes look into
the production and preparation of
your product allows customers to see
the work that goes into your final
products.
• Showing the process helps increase
the value of your product.
• For these posts to be effective post
them once a week or every other
week.

Posting: Customer Involvement
• Ask your customers questions to
raise involvement on the page
• This allows customers to voice their
opinion. You can also cater specials
to customers requests, increasing
your sales
• These should be posted at least
once a week

Posting: Specials
• Be sure to create specials that
interest your audience
• Create different types of specials to
keep customers interested in
what’s going on with your company
• Run specials at minimum every few
weeks to help promote sales

Posting: Encourage Sharing
• Encourage fans to post pictures
and tag your business
• Many business create contests to
encourage customer sharing by
selecting winners for the best
picture with their product
• These posts can be posted once
every week to two weeks or run as
a contest

Posting: Community Building
• Community building posts allow
customers to stay connected with
businesses on a continual basis
• These posts can cater to different
events such as holidays, days of the
week, or local special events
• These posts show your customers
your commitment and involvement
with the community

Posting: Community Building
More Examples:

Posting: Humor
• Humor posts are a strong category
of posts because they have high
sharing rates
• These posts can be done whenever
needed

Posting: Throwback Thursday
• Using the hashtag #TBT or its full
version #ThrowbackThursday is a
popular way for users to share old
pictures
• These posts can be used to show past
products, the company's history or an
image from a proud moment in the
company’s past
• These can be posted on Thursdays as
often as desired
*To learn more about hashtags and tagging other pages view the Setting Up a Business Page presentation*

Posting: Customer of the Day
• Creating and sharing a customer of
the Day, Week or Month is a good
way to increase the exposure of
happy customers
• They are also a good way to
increase customer traffic

Scheduling Posts
• Facebook has the capability to create posts as well as schedule
the date and time you would like them to be posted in advance
• To take advantage of this, click the clock icon in the lower left
of your status box
• The clock icon will then expand, displaying two boxes for the
date and time

Scheduling Posts
• To select a day from a calendar, click the red calendar icon in
the date display
Clock Icon
Enter Date
and Time here

Photo Tips
Posts with pictures receive 100% more engagement than those
that only include text
• Taking good images of your product is important when
including them with posts
• Lighting, focus and background are all important aspects in
taking pictures of products
• Move around and take a few pictures of the same subject. This
is a good way to take the perfect picture

Photo Tips
• Lighting is extremely important to showing the detail of your
product
• Try to take your pictures without a flash. Instead take them near a
window or somewhere with natural lighting to get better definition
• When placing objects next to a light for pictures, side and back
lights give the best angles
• Place products strategically. Images can look better when taken
with a prop such as ingredients, products that assist in their use or
the product placed in it’s element

Photo Tips for Camera Phones
• If taking pictures with a phone, hold the phone like you would
a camera. Use two hands to get a steady shot
• To focus on an object, tap on the screen where the main
subject is placed. When you do this, the main object will be
more defined

Key-Takeaways
• The goals of your business should back every image uploaded
and each post shared on Facebook
• Create posts in advance and stick to a posting calendar
• Use pictures with your posts to increase engagement
• Be sure to respond to messages and posts ASAP
• Mix up the types of post your business shares to keep followers
interested

Taking the Next Step
• To learn more about the benefits of Facebook for your business
view the “Measuring Your Goals” presentation

Creating a strategy to engage facebook fans

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