MarCom Corner: Four Facebook Tips You Can Use

MarCom Corner is a monthly feature that brings you tips, insights and answers from your fellow Chamber members on marketing and communications topics. This month, Donovan Hardenbrook, President of Leap Innovation LLC, which facilitates peer advisory boards and leadership coaching for privately owned businesses, offers tips for getting the most out of your Facebook marketing.

You know Facebook is free, but your time isn’t. So, maximizing the time you spend on Facebook marketing is critical. The good news is that by being smart and strategic, you can increase your “likes” and advance your brand.

It comes down to this: When your organization creates content that interests people, they’ll like your page, wanting to know what else you have to say.

Before Extreme Faith Productions had a Facebook strategy, it had 1,600 “likes.” But the nonprofit group had 20,000 people on its mailing list in Arizona alone. By providing interesting and interactive content — videos, inspirational text, concert information, giveaways and surveys — it saw its “likes” grow from 1,600 to more than 10,000 in six months. Plus, around 50 to 70 people engage with the organization on Facebook daily.

Here are a few ways you can better utilize Facebook in your own organization.

• Understand Facebook’s place. At a high level, Facebook should be a part of your larger integrated marketing plan. It’s not the only thing in your marketing toolbox.
• Know your goals. Ask yourself: "What objectives am I trying to accomplish?" That could be product awareness, increasing event attendance or driving website hits. Remember your objective and be consistent.
• Create a compelling hook. It’s important to give people a compelling reason to like your page. Post interesting articles, ask good questions or give away free stuff. But even more than creating an initial reason for people to like your page, it’s essential to give people a reason to stay. Keep them interested and engaged every day with great content they want.
• Be strategic — really think about your messaging and your audience. And feel free to experiment. See if people respond to questions or watch your videos.
• Limit your administrators. With too many people managing a Facebook page, your brand’s voice and personality can become diluted. Choose a limited number of individuals who really get your company’s persona and let them drive the page’s content.

Get Connected
Leap Innovation, LLC
www.leapinnovation.com

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