FACEBOOK MARKETING LESSONS…
…from
Give ‘Em What They Want
Crowdsource Your Content• Check the pulse of your target market and talk about your brand, as well as
industry-related or interesting articles. Exclusive are always good, too.
• Take the advice of your fans, and use it to your advantage. Really listen to
feedback and suggestions for future content ideas. Give them what they want.
Be Predictable
Pick a Pattern• Branded content brings more personality to your Page by establishing
patterns and themes for each day. These overarching topics allow for flexibility
in specific content, while also setting expectations of material.
•This gives Page Members something to look forward to, while also helping
them very quickly recognize your posts in their newsfeed.
Don’t Push, Persuade
Stay Subtle in Social Media• This is not place to push product offers or go for the hard sell. The best
brands provide fun, engaging content for their Page Members to enjoy.
• Provide links to buy, but don’t force it. Good content will naturally persuade
people to purchase, without seeming too pushy.
Keep Spinoffs Simple
Don’t Dilute Your Brand• Don’t waste time managing multiple Pages or Groups. Concentrate on one
effective, all inclusive presence and use Tabs to organize content.
• Occasionally, it is worth maintaining 2 Pages when they serve very different
audiences. But mostly you will be fracturing your “Likes” and brand equity.
Keep Your Options Open
Cross-Promote Content• Connect all your sites with automated applications to keep a steady stream of
new content coming. RSS feeds can post to your wall as well as a custom tab.
• Use your email list, blog and websites to push to your Facebook Page, and vice
versa. Run joint promotions that stretch across platforms.
Go With the Flow
Facebook Should Be Fun • Don’t take your brand too seriously. Most of what is shared in Social Media is quick,
funny or entertaining snippets of content.
• Admit mistakes, and poke fun of yourself a bit. Facebook is the perfect place to show
a more human side of your brand, through photos and an approachable brand voice.
Imitation is Flattery (Really)
Keep Your Cool With Copycats• Don’t stress over Community Pages, User Groups or other uses of your brand
name. You can’t shut them all down, and it will only look petty if you try.
• Spend more time on your Page marketing and you will outrank and out perform
copycat Pages. At the end of the day, it will be clear which one is official.
Know When to Let Go
See What Works (Or Not) • Facebook moves fast, and you’ve got to keep up. Don’t be afraid to try new things. And be
ready to switch tactics if something’s not working.
• Respond to negative backlash—to a point. But know when enough is enough. Social media
can be fickle, and you need to be prepared to walk away from an idea.
Remember…• Give them what they want by crowdsourcing your content and listening to Page Member
feedback. And don’t forget to offer exclusive info and deals.
• Be predictable and create content patterns and themes to brand your content and keep Page
Members coming back for more.
• Don’t push, persuade your Page Members. The hard sell doesn’t work on Facebook, so
you’ve got to provide some actual, interesting content.
• Keep spinoffs simple and concentrate on one effective, all inclusive presence and use Tabs to
organize content. Don’t waste time managing multiple Pages.
• Keep your options open and don’t forget the rest of your web properties. Cross-promote your
content and use them as part of your Facebook strategy.
• Go with the flow when it comes to your brand, and have some fun. Facebook is the perfect
place to show a more human side of your brand.
• Imitation really is flattery, so don’t sweat the small stuff. Leave the fan groups alone, and
focus on making your official content even better.
• Know when to let go and don’t force an idea that isn’t working. Try a lot of new things, and
expect a few to fail. It’s OK.
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