With your Facebook brand page in place, you have established a platform on which to build engaging relationships with your audience. Facebook is, however, far from a shortcut to success, says Cara Crosetti, Los Angeles-based account director and web specialist with Wickware Communications Inc. of Toronto.
Facebook, like any other social media platform, is merely a meeting place, and any success you derive from using it is wholly based on the efforts you invest in it.
“Don’t use social media just because it’s a buzzword,” Crosetti says. “If you want to build relationships over Facebook, then you must be committed to it.”
To help you polish up your brand page and integrate it into your other marketing materials, Crosetti offers up the following tips:
> Keep up the content stream
A good content strategy is key to building a solid fan base on Facebook. Decide, for example, whether you want to post something new every day or a few times a week. As well, ask yourself in advance what kind of content you want to post.
Crosetti recommends that you post content that your clients will find “engaging.” It could take many forms — video, slideshows or links to relevant information. And it should cover topics that are relevant to your audience members, so they will want to “like” or comment on.
> How much … or how little?
Ideally, you should post something on your Facebook page daily — or, at least, weekly. Anything less and you run the risk of losing the interest of your audience.
On the flip side, avoid posting too much or too often. A continuous stream of too much information can alienate your audience members, who may choose to “hide” your updates.
The best way to gauge what might be your content ceiling is to think about your own experiences online. For example, how many times do you like hearing about a special sale at one of your preferred retailors before it becomes overkill?
Says Crosetti: “Use your common sense as a guide.”
> Adopt the right tone
If you are using social media as a business-building tool, you are probably aiming for a younger demographic. The age of your audience should affect the way you craft your posts.
“You need to be human,” Crosetti says. “Don’t be pushy or ‘salesy.’ That’s a turnoff.”
That means not sounding like a “corporate robot” or a brochure. Instead, take a genuine, conversational tone that is true to your values and personality.
> Put yourself in the driver’s seat
Many advisors make the mistake of giving their social media responsibilities to the junior member of the team.
Social media is a vehicle for expressing ideas in your own voice. So, Crosetti says, it is important that the person at the keyboard can speak knowledgeably about your firm and the products or services you offer.
Don’t be deceived by thinking the technology is a barrier. Most online tools today are very user-friendly, even for those who consider themselves to be tech-dinosaurs.
This is the third and final instalment in a series on using Facebook as a business-building tool.