Best Practices for Social Media Part One: Facebook

Social media is an important factor in the overall media mix. Used properly, it can promote products, enhance SEO efforts and humanize a brand. In this five-part series we will provide an overview of the benefits of a social media strategy.

Social Media: A Holistic Look

Each network provides unique outlets to an audience. Setting up social media themes gives viewers insight into what to expect from each network. The five primary social networks are Facebook, Twitter, YouTube, Instagram and LinkedIn. We’re starting this series with one of the largest social media platforms, Facebook.


Facebook ranks high as one of if not the most powerful digital marketing channels from almost every aspect available. By size, it is one of the strongest forces in the social media world. According to Facebook, there were 2.23 billion monthly active users on Facebook as of June 30, 2018.

A February 2018 Pew Research study of social media shows that Facebook ranks highest with adults 18-29. This group is highly sought after by advertisers. That said it also does well with adults 30-60, college graduates and people who live in both city and suburban areas.

Basically, a business ignores Facebook at its own peril. With all this momentum, what does Facebook bring to the table?

  • Increased exposure to potential customers.
  • 2.23 billion monthly users
  • Strong lead generator
  • Marketing is free or very inexpensive
  • Can be configured to reach a targeted audience
  • Facebook insights available for viewer research
  • Builds brand loyalty
  • Increases web traffic
  • Strong evidence that it boosts SEO
  • Pages are mobile friendly
  • Allows for competitive research

Many thought that Facebook would lose its viability after the Cambridge Analytica scandal. According to ComScore data, Facebook’s unique users in the United States surged 7 percent year-over-year to 188.6 in April 2018 which was the time when Facebook was in the middle of the scandal.

Creating and Nurturing a Facebook Business Page

  • Establish a clear goal and strategy – Is the goal brand awareness or lead generation? These goals require two vastly different strategies.
  • Create a human voice for your business – Treat the post as if it were a visit to someone’s home. Be polite and humorous, and don’t overstay or be obnoxious.
  • Don’t be salesy or hard sell – See the above item. This is a sure way to turn off a potential customer
  • DO use pictures – According to Facebook posting photos is the best way to get more attention.
  • Post regularly – Don’t be a stranger, or you could be forgotten. There is no hard and fast rule on this; just make sure that whatever is said is interesting and of some value to your audience.
  • Engage with users and reply quickly – Ask questions, be interesting and always reply to comments. Consider the people who reply to a Facebook page super customers.
  • Nurture relationships – Promote the page and invite people who like a photo or post to like the page.

Facebook is moving fast but don’t let that stop you from starting a business page. It is a very powerful marketing tool and is too important to ignore. Take some time and look at some of your competitors’ Facebook pages for ideas on what works and what doesn’t. Decide on a goal and start building. Facebook has some great how to pages for newbies developing their first business pages here . Have fun and good luck!

Denise Maceyko Hartman is a Marketing Strategist with JP Enterprises Unlimited and when she’s not writing Blogs, she loves spending time with her husband and two grown children.

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