Custom Audiences

tim-gouw-68319

Understanding how to make the best use of Facebook Custom Audiences can be frustrating for sure. I’ve already talked about creating lookalike audiences from web traffic in the previous blog post. Another great way to target a custom audience is by uploading a CSV of your current customers. Some well established businesses are just starting to use Facebook now, and need to connect with their already large and loyal fan base. Taking their existing customer database, we can create a custom audience and then boost page posts to that audience, or run a page-like campaign to that audience.

As with the web-visitors, I would also create a lookalike audience based on the customer list. Then, in ads manager, you can create a conglomeration of all these audiences and target them at the same time, or create different ad sets to see which audiences perform the best. So you are essentially targeting people who share common characteristics with the customers to whom you’ve already sold something, rather than random people who use FB. It just makes sense.

Facebook Faux Pas

sticker-mule-199257

Have you made a Facebook Faux Pas? Don’t worry, we’ve all done it!

Here’s my list of top five FFPs (Facebook Faus Pas):

  1. Posting a link, but leaving the link text in the post. Once you paste the link, you can actually delete the link text from the post copy. This makes your post look spiffy and clean!
  2. Making a text-only post. Text-only posts have very little reach compared to those with photos, links and videos. Even if you don’t have a relevant photo handy to add to your post, please try to find a good-quality stock photo to go with the post. You can try using Pixabay for royalty-free images. Also try Unsplash for more dramatic and/or artistic photos (such as the one featured above!).
  3. Posting a link that does not include a photo. Many people don’t realize that if they are posting a link on their business page and it has no photo, you can add one! Just like text-only posts don’t get as much reach, text-only links don’t either. They just look a bit ugly and people are much less likely to click on them. So again, if the orginal article doesn’t have a photo (which is a website faux pas!) then you should add a stock photo.
  4. Your host created an event for you on Facebook, but you duplicated the efforts by creating another event! Each event IRL (in real life) should be represented on Facebook by ONE event, even if there are multiple hosts and/or presenters. This will increase the reach of the event, and make it much easier to give updates to fans who say they are interested in attending. Always share the original event. You can even use the nifty “Add to Page” button to show the event in your events tab, making it appear as if you “own” the event even if you didn’t create it.
  5. Posting too frequently! This is a big one. Please, don’t post more than once every 24 hours. The recommendations for posting frequency for pages that have 1,000-10,000 fans is actually still only 3-5 times per week. If you must, please schedule your posts so that they at least publish on different days. Going on a posting spree (making multiple posts in one day, or even in one hour) will result in decreased or almost zero reach for most of your posts.

These tips are aimed at business pages, but many of them apply to personal profiles as well. Any questions? Give me a buzz: 207.939.6210.

Happy Facebooking!

🙂

Leah

Replying to Comments

replying-to-comments

When you have a popular post that is getting a lot of traction, engagement and comments, it’s super important (IMHO) to take the time to reply to comments. And when people are sharing your posts, take the time to thank them in a comment (see above).

If you can’t think of anything to say when you are replying to comments, you can always use a funny, cute, or interesting sticker. This may seem silly, but it works and most people love it. Replying with stickers can prompt even more replies with photos, more comments or a sticker in return. Each time someone replies to your reply, your post becomes more and more popular and shows up in the newsfeed of their Facebook friends.

It can spark conversations and help your customers and supporters understand that you’re not just on Facebook to post self-promotional content, you are are actually listening to what they have to say, and you have the time to personally engage with them.

It’s time-consuming for sure, but if you’re going to run a successful page that impacts your SEO and your customer relationships, please make it a priority.

Sharing Buttons, Put Them Everywhere!

sharing-is-caring

A while back I had written a blog post about my top 10 social media “pet peeves” and I think this was on that list (as in, not doing this is a pet peeve of mine). But it is worth revisiting. If you want people to share your content, please, make it easy for them to do so. Put those sharing buttons EVERYWHERE. On every page of your website, every blog post, and most certainly on every email blast. If you don’t have a WordPress site, no worries, you can always use AddThis to easily install custom sharing buttons on your website (you choose which the channels).

If you are using MailChimp and want to send out an email campaign, please see these instructions if you are unsure of how to add and customize the social sharing “content block.”

In this age of click, click, 3 second attention spans, you musn’t make people jump through hoops to share your beautiful and valuable content. They really do want to share it. They just need to be able to do so in one click increments. Not everyone will have custom extensions installed on their browser that makes it easy to Pin and Tweet everything.

And in this age of a very “noisy” internet, you have to understand that a lost share could be a lost customer. So don’t be shy about asking for shares, likes and comments. If people know it’s important to you that they show interest in your content, they will most likely oblige.

I hope this helps! Ask me any questions via email: leah@kandlsocialmedia.com, or leave a comment below. 😉

Using Facebook Groups as Collaboration Software

OfficePod_als_ideale_Co-working-spaces

When searching for collaboration software, you might try out such platforms as Slack, Basecamp, and Asana. But have you considered making a Facebook Group for your team? You might find that a group on Facebook fulfills all your co-working needs, and best of all, it’s free!

The advantages to using a Facebook group are many, and I’ll mention a few of them here:

1. Most people are already using Facebook and so they are familiar with many of the features you will be using in your group such as creating a post, making comments, tagging people in posts and comments, uploading photos, and also creating events.

2. You can create docs in Facebook, or upload them. Your group will be able to edit these docs and also view the revision history.

3. Instead of using a group calendar, you can create events for tasks or important deadlines. Now all the discussion regarding that particular task or deadline will be in the discussion section of the event. People working on this particular task can “attend” the event and receive notifications when something is posted in the discussion.

4. And did I already mention, Facebook groups are free to use?! They can also be set to private so you don’t have to worry about other people “finding” your group.

5. The tagging feature is extremely useful, as you can tag the appropriate people when you need their attention on specific subject matter.

6. The “newsfeed” of your group creates a record of who had what discussion when.

7. No need to search through confusing email threads!

There are also some disadvantages:

1. Some people are reluctant to join FB groups with coworkers, even though there is no need to “friend” everyone in your group.

2. Even though the use of events for tasks and deadlines is pretty awesome, there is no actual calendar feature (unless you go to your own personal Facebook calendar).

3. The document types you can create in FB are limited to text docs with very basic formatting. So unlike Google Drive, where you can collaborate on documents that are compatible with Microsoft Office programs like Excel and Word, these types of documents will need to be uploaded and downloaded.

4. Unlike Google Drive, all of your documents will be located under “Files” with no way to organize them into folders.

While no software platform that I’ve used is perfect, Facebook groups may be appropriate for your team once everyone understands how to use all the features. Try it, you might like it!