The social media platforms are all very different to each other and how you use them or communicate with your fans, readers, likers or followers is also different. Time and again this is an issue that comes up for each business…but especially to those who have not clearly defined who their target audience is on each platform.
In this post, I will focus on Facebook. This platform’s operational bedrock is that of sharing; valuable content; and engagement (i.e. interaction with the audience). As a business owner, you really need to pay attention to how a platform functions and how that platform rates you as a user…in order for you to be able to maximise your use of it.
When you go through a considered process of working out what your social media strategy is – you will also detail who your target audiences are on each of the platforms. That’s right – they may well be very different from each other. Now…Facebook (by way of its functionality) is a really good place to share the more personable side to your business. It’s a good place to be giving insights into the people behind your business, providing content that helps educate your audience as to why they should choose you over competitors…as well as look for direct feedback from the audience.
With the above in mind…you will think about what are the kinds of things you are going to share on your Facebook Page…plus…what is the tone going to be…and your overriding message. A point to always remember: social media gives you access to your influencers…and not just the decision makers. Some things to avoid doing:
- Obviously selling yourself
- Repeatedly selling yourself
- Being too directive
- Not listening
- Being patronising
- Pushing yourself on your Facebook friends or other Pages (begging for LIKES, etc)
Facebook is a delicate balance of subtly selling your worth and value to your audience in a way that attracts them to you…and keeps them loyal to you. In fact, if you think about it – its the pure brand loyalty you seek on a daily basis with existing clients/customers in your normal marketing, communication and internet strategies is it not? Yep – you got it…social media is not an additional thing you do – its complimentary and integral to everything that you do.
The bit I’d like you to take away from this post is this:
Facebook is not a pin board of your aimless rambling to fill a space – its a space that you have invited people to and you have the privilege of their eyes and ears (by way of their decision to click “LIKE” on your Page). Take heed of this privilege and use it wisely. Craft the kinds of messages that tinker with their thoughts, lead them to take action (“like”, comment and share) and coax them into sharing what they think of you and your content to all of their social media connections, followers and friends. That, my friends, is where the power and the magic comes in.
If you have challenges with putting bits together to put on your Facebook Page – feel free to share them in a comment below – I’d be happy to help provide some inspiration and guidance if you’d like it. Remember to include your Facebook Page URL so that I can check it out to best help you out.
Please share this post with your friends and colleagues by clicking any of the share buttons below…definitely share it with the people you would like to take any of the above on board and provide you with better opportunities to enjoy following them!
ABOUT THE AUTHOR, Shelley Röstlund
Shelley is one of the co-founding mavericks of Social Intelligence. She gets her business buzz from visionery leaders (with actual followers); creative solution finders; social media evolution; people that make a difference and passionate communicators. Her strengths are: seeing a business as a working unit; attention to detail; being a creative solution finder and making banana bread. Follow her on Twitter: @shelleyrostlund Her weaknesses are: being a perfectionist and eating the banana bread.
2 Responses to How to Speak to Your Facebook Audience
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https://www.facebook.com/pages/Set-Your-Mind-Free-Hypnotherapy/358182708728
I would be grateful to receive your comments
Hello there Leigh, thanks for dropping me a line.
Here are some of my initial thoughts/impressions of your Facebook Page (I hope this is the angle you were looking for?)
Design Wise:
Your business is really you from what I can see from your website…I would blend that properly in how you lay out your design of your Facebook Page. You have a very personal service, that depends highly on your personal reputation….I’d consider personal branding in here somewhere. (Unless you are thinking of a different business model growth wise.)
At the moment…the images aren’t really clear (res wise). The size of the big Cover image is 851 x 315 pixels – design it for this – otherwise it stretches or blurrs. Also – have a good think about what your Page is for (in terms of the audience you are trying to attract) – this will highly affect the design and apps that you will want to incorporate into your Page. Remember though when and if you re-design: don’t put in any Call to Action’s in your design (this is against Facebook Policy/Rules).
Your Profile Image (the small square one that follows your posts across Facebook) is 180 x 180 pixels (reducing down to 160 x 160) – so create a nice clear square image to maximise this space.
Facebook Page Design is your “window shop” for Facebook…its what will attract people and encourage them to click “Like”.
Content Wise:
You have a good mix of different kinds of content that you are sharing: testimonials, sharing other people’s content (important) and also tips and guidance.
You don’t use images very much – which may be affecting your engagement? The only engagement on many of the posts is you…sharing the same post on your Personal Facebook account. Ideally you want other people to do this for you – that’s where viral comes in. Perhaps heighten a call to action (CTA) on some posts – ask a question; run a poll; share a startling fact designed into an image; ask for a “Like” if audience agrees, etc.
The secret to content planning – is like I mentioned at the start – figure out what audience you are going for on Facebook. Remembering that your service (or at least certain elements of it) can be highly sensitive for people…but there are others that will be ones that you can use to attract an audience. If your engagement doesn’t pick up – then have a rethink about what people want to hear about from you (ask them…i.e. after a session too if need be).
Also – if people want to “pat” you on the back – you will need to build in a certain amount of educating on your Page or in emails/marketing material – to say “Please recommend me via my Recommendation Area on my Facebook Page” – so that you are not typing someone’s recommendation for them on your Page. The difference is that when they do it – all their Facebook friends see the recommendation when it goes out…and then your Facebook Page visitors see all of these in a particular area on your Page. I can’t see the area on your page at the moment – it is linked to Business category I think – so just play with that in your settings (Basic Information - in “edit” mode)
I hope that helps Leigh? If not – please feel free to ask more questions!
Shelley