The reason you are using Facebook, might be because it’s completely free and all your friends are using it. That’s it. And, if you’ve thought this through and you have looked at your business, you’re also using a Facebook Business Page, because most of your targeted audience are also active on Facebook. It’s free, the people you know, they’re there, and you can reach every single customer with just a few clicks.
The strategy you are using, might be publishing every time you have a new product in stock or you’re publishing something every time you’ve got a campaign or some sort of discount. That’s what we used to do in traditional media. Many of us are still applying the same methods to the new media. Self-promotion isn’t always a good thing, you might consider applying the 80/20 rule to social media.
Behind the scenes
When you’re running a business, you need to keep selling in order to drive a profit. If you consider Facebook to be inside your business, think of it as a movie with bonus footage. Your business page is your behind the scenes, it’s where you tell your story, it’s where you share the small things that people won’t find anywhere else. It’s the place where you’re personal, it’s where you ask the questions and you do your best to talk to the customers.
When you apply the “behind the scenes” metaphor you start to think about your Facebook Business Page in a new way. First, you keep thinking of how to sell to your customers, using a short cut (Facebook). Then, after a while, you start thinking that you’re actually communicating with your fans. You’re the celebrity, the movie star, and the people listening, they’re your fans. So, how do you communicate with your fans?
You don’t see many of actors, pitching their movies again and again on their Facebook Pages. Well, at least I hope not. Most likely, they’re communicating with their fans, telling them something personal.
Pictures are great
You don’t need much text. Think pictures. Add a line of text, explaining the picture or asking a question related to the picture. It seems that most people, at least in Norway, are using Facebook on their mobile phones, and a picture grabs your attention in the news feed.
Remember, you and your business are the celebrities.
What you are looking for as a business, is engagement. You want people to like, share and comment what you’re publishing. The reason you want this is that the more engagement, the more people will see your updates. The Facebook Edgerank algorithm focuses on the showing and spreading the best content. It’s getting harder and harder to spam, and that’s great news. On the other hand, that means that you need to focus on publishing content that makes people engage.
Sometimes it’s the small things that makes the most impact.