How to Develop Your Facebook Strategy in 15 minutes a Day
So far, 60 bloggers and entrepreneurs have completed the Social Media Strategy Success Survey and 75% have responded that they rank Facebook as one of the two most important channels for promoting posts, services and products.
On average 44 minutes a day is spent on Facebook.
When it comes to strategy: 41% are winging it,
and 51% are getting less response than they’d hoped for.
…See the full results here: 60 Bloggers and Entrepreneurs Tell All About Facebook.
So for the next few weeks #StrategySaturday is going to be about developing Facebook strategies!
– Facebook strategies that are uniquely formed to your Facebook community, interesting and relevant for your followers.
Are you ready to commit 15 minutes a day for the coming week to give this a try?
How to Develop Your Facebook Strategy, Part 1 is about setting the scene, developing and implementing the basis of a personalized Facebook strategy.
Here’s the plan:
– Grab a pen and paper & go to your Facebook page. Make a note of the date and how many followers you currently have. This is an important part of the process, that will enable you to see the effect of implementing these strategies on your page.
– Select ‘insights’ from the horizontal menu at the top, and then ‘posts’. Scroll down through the listing ‘All posts published’.
…It’s going to be hard to ignore the large orange ‘reach’ bars, but this time, that’s just what we’re going to do! Focus instead on the ‘post clicks’, the ‘likes, comments and shares’.
– Make a note of which ‘type’ of content (status, link, photo…) has resulted in the most clicks, likes, comments and shares. And make a note of how you wrote those posts. How did you formulate yourself?
– Either ‘export’ the data, or make a note of the average number of clicks, likes, comments and shares there’s been. This again so you can compare how these statistics change over the coming weeks; because I promise you, if you stick to the plan, they’re going to! Let’s see why…
One sentence in a Facebook strategy post I recently read is still resonating in my mind:
”Recognize you have a community, not fans” – Fawn Weaver
If we just let that sink in for a minute, and actually let the consequences of that statement shape the way we use our Facebook pages.
Nobody who’s ‘liked’ your page has done so because they’re just desperate to hang onto your every word (well… Never say never; but certainly not many of them)!
If they’re organic ‘likes’ then they’ve most likely liked your page because at some point, something you wrote, posted or said, either here or somewhere else made them think ‘hmmm, I want that!’ Something they were interested in.
This data gathering is about finding those golden nuggets of information. What is it that makes someone in your community reach over and hit ‘like’? What is it that made them pause from their Facebook feed skimming, to stop and read, and then to comment on something you posted?
Nobody else can give you these answers, your community is unique.
Facebook is swimming in algorithms.
I’m not going to start trying to explain that at all! But consider it this way: Facebook is being consistently developed to result in the best possible user experience …Not the best possible page owner/ business experience. The best possible experience for you, and everyone else, when using your ‘profile’ account (not your ‘page’).
Facebook algorithms are continuously figuring out what information we are most interested in receiving, and based even on other peoples response to information, deciding whether it would be valuable for us too.
These algorithms shape whether or not the posts you make on your page appear automatically in somebody’s newsfeed or not. The less the interaction there is on your posts, the fewer news feeds your post will appear in, irrespective of how many of your ‘followers’ are online when you publish your post.
The more of your followers who interact with your post, the more of your followers news feeds your post will appear in.
…Clever stuff isn’t it!
There are a few conclusions we can draw from this:
1) Regularly posting on your page, just for the sake of it, with content that most likely is going to get little to no interaction is not only detrimental to the exposure of your posts, ultimately the exposure of subsequent posts too.
2) To keep on the good side of Facebook algorithms there needs to be consistent activity on your page.
There you have it! There needs to be consistency in posting, and consistent interaction – that’s when your posts are going to get exposure in your community, and beyond.
Facebook gurus are quite unanimous that 1-5 posts a day is generally a good guide when it comes to how often to post on your page.
So, you’ve got the research from yesterday about what types of posts you’ve had the most interaction with. Now it’s time to set up the outline of a personalized Facebook strategy; or weekly posting schedule, if you prefer. Your schedule should be based almost entirely on post styles that have given you the most interaction, combined with a realistic, achievable, sustainable plan of how many posts per week you want to post.
– Back to your notebook and Facebook ‘insights’ page. This time ‘Insights’, then ‘posts’, then ‘when your fans are online’.
– You’ve drawn up the broad brush strokes of a schedule; now to tweak the timing.
Have a look at when your fans are online. Days when there’s more activity than others and specific times of day. Consider that your post – should it make it through the algorithm test 🙂 – has an initial lifespan of about 2 hours. You want to plan the timing of your posts so they coincide with at least two subsequent hours of a large online ‘fan’ base. Posting at 10pm for example, when everyone drops off at 10.30 is a wasted opportunity for your killer content!
– Add the necessary detail to your schedule planner.
– If you’ve been manually posting to Facebook, check out Bufferapp or Hootsuite – absolutely free social media scheduling services that will save you a lot of time, and hugely increase your effectivity when posting strategically. If 2pm is the best time to post, then you can schedule your post for 2pm without any unnecessary circumstances getting in the way of that.
– Use whatever scheduling service you have to put your plan into action.
– You’ve had some comments on your posts right? Spend 15 minutes today ‘liking’ and replying to them. Because it’s all about interaction and community. Also, when you reply directly to a persons comment, there’s no algorithms at all stopping them from getting a notification about that.
– If applicable consider how you can respond in a way that keeps the conversation alive. Don’t just write a mere ‘thank you’ if an additional follow-up or question or comment would be appropriate. Keep in mind however that this isn’t about meaningless engagement, your reply should hold a ‘value’ for the person who first commented as much as the post itself did.
– Another aspect to consider is timing when you ‘like’ and reply to comments. This too should be when as many of your community as possible are online. Don’t squeeze it in last thing at night! If it’s too late, comment instead at a good time the next day.
– Lastly, for the sake of effectivity, remember that you only need to check this once (maximum twice) during the day. Conversations have a much longer life-span on Facebook, the conversation isn’t lost after an hour or so as may be the case on twitter. It’s alive and well, it’s ok to comment tomorrow.
– Go back to your Facebook ‘insights’ page and the ‘all posts published list’. Make a note of the post interaction during the last few days. What posts got the most attention? Why do you think they did?
…Pick out the Facebook post that’s had the MOST interaction during the last few days and get ready to link up with the #StrategySaturday linky tomorrow 🙂
If you want to do some extra reading there are some fantastic posts and info-grams on my pinterest board: Blog Tips & Social Media
I also have to mention Hannah @MumsDays brilliant post: Facebook Page for Blogs. Hannah has over 5100 likes on her Facebook page; she shares her knowledge and experience freely and has written a very clear, easy read list to further develop your Facebook page.
if you’d like to, please free to grab my badge below.
#StrategySaturday is a social media strategy development community:
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If you have any questions, thoughts or observations during the week don’t forget, you can leave a comment, send a message or a tweet with the #StrategySaturday hashtag:
I look forward to chatting with you!
Linking How to Develop Your Facebook Strategy with #BrilliantBlogPosts