500 SOCIAL MEDIA MARKETING TIPS: FACEBOOK

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Facebook Tips: Marketing Strategy
You'll Like and Share Facebook is the most visited social network in the world, with well over one billion users on desktop and mobile. As the king of social networks, your target audience is almost guaranteed to be there.

Years ago, Facebook was a veritable goldmine for brands looking for a big captive audience and lots of web traffic, but that has slowly declined over the years as competition has increased, paid promotion has been introduced, and Facebook tries to re-balance the site’s stream of personal vs branded content.

In its latest big News Feed updates in 2018, Facebook has made clear more than ever that the News Feed will favor showing updates posted or shared by friends and family over that of Pages and that content that encourages communities to gather and interact in meaningful ways, is what the site favors.

After all, Facebook users primarily visit the site to interact with their friends and family and they want to see their posts, but they also visit Facebook to be informed and entertained, which is where you come in.

So, while Facebook marketing isn’t as straightforward as it used to be, the site is still a must-use resource for nearly every brand interested in social media marketing.

If you’re smart about your approach, there is still ample opportunity to reach your target audience and deliver your business goals. Use the tips in this chapter to build, brand and market your business on Facebook, as well as amass a following of highly engaged customers.

Facebook Business Page Setup Strategy
Before you dive in and start posting on Facebook, it pays to take some time to lay solid foundations to help get your brand presence set up properly and in a position to impress fans when they find you.

Let's get started on the road to making your little corner of Facebook a destination that people will visit regularly.

Create a Facebook Page, not a personal profile
When you sign up to Facebook, you are assigned a Personal Timeline by default. Personal Timelines, sometimes referred to as profiles, are designed for individual, non-commercial use.

For your business to take advantage of everything Facebook marketing has to offer, you must create a separate Facebook Page.

Facebook Pages look similar to personal Timelines, but provide unique tools for brands like analytics, custom tabs to host business-related information, and advertising tools. Pages do not require separate Facebook accounts and do not have separate login information from Timelines.

You can create a Facebook Page in one of three ways:
by searching 'Create A Page' in the search bar at the top of the site, by clicking the 'Create A Page' button at the top of any existing Facebook Page, or by visiting https://www.facebook.com/pages/create.

Note: If you are currently using a personal Timeline for business purposes, there is a possibility that Facebook will find and shut your account down without notice. To give you a chance to correct this error, Facebook provides a tool that will convert your personal Timeline to a business Page, available at:
https://www.facebook.com/pages/create.php?migrate.

When you convert your personal account to a Facebook Page, your current profile picture will be transferred and all the profile's friends will be switched to fans who "like" your Page. In addition, your account's username will become the username for your Page, and the name associated with your personal account will become your Page's name (you may be able to change this if you wish -
I explain how in the next tip).

No other content, including your wall posts, photos, videos, etc. will be carried over to your new Page, so be sure to download an archive of this data (via your profile settings) if you want to preserve it.

If you are currently utilizing your personal profile for a mix of things - for its originally intended purpose (i.e. to interact with friends and family) but also (and wrongly) for commercial use - the best thing to do to avoid getting into trouble is to halt all business activity on your personal Timeline, create a separate business Page, then encourage your audience to de-friend your personal account and head over to "like" your new Page where they can stay up to date.

While building a Facebook Page is essential for businesses on Facebook, there are also several ways to utilize an individual Timeline - in a non-commercial way - to engage with customers and clients on a more personal level.

For now, we're going to concentrate on Pages, but look out for Timeline-based tips in the Using Your Personal Facebook Profile to Boost Business section at the end of this chapter.
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Keep your Facebook Page name short; get it right the first time! If at all possible, try to keep your Facebook Page name short, as this will help if you go on to create Facebook ads, where the headline space in the advert (often the name of your Page) is limited to just 25 characters.

If you are not happy with your Page name at any time, go to the "About" section of your Page, click “Edit Page Info” and type the amendment into the Name section.

Changing your Page's name does not affect its username or Page web address (explained below). Get a custom Facebook username and URL for your Facebook Page Set up a vanity username and URL for your Facebook Page (available when you gain 25 likes), ideally named after your brand, e.g.

To reach the 25-fan threshold quickly, invite your e-mail contacts and current Facebook friends - a community of people who already care about you and your brand - to visit and "Like" your Page. To create a username for your Page, click Create Page @username on the left side of your Page.

Enter your desired username, and the username is available, click Create. Your Page's username will appear below your Page's name, in search results and in your Page's URL to help people find and remember your Page.

Fill in business info accurately and in detail Fill in as much of your business' details as possible in the About section of your Facebook Page, including address, contact details, product information, website (add multiple URLs by separating them with commas in the website box), and links to other social profiles.

Putting the effort into populating these sections makes your Page helpful to customers who can see all of your essential information in one place, and the keyword-rich blurb is also good for search engine optimization (SEO), as the text in your About section is indexed by Google.

Restaurant owner and selected Restaurant/Cafe as your Page's category? Make sure you include the types of foods you serve, and also upload your menu as a PDF for customers to browse, or if you're in the U.S. or Canada, you can also add a menu through SinglePlatform.

Note: In November 2016, Facebook rolled out an easy to optimize your Page based on type, by offering pre-made templates. They include quick setups for Shopping, Venues, Professional Services, Restaurants, and more.

Each option gives different defaults for the tabs along the side of your Facebook Page and for the buttons under your cover photo. So, if you want to update your Page's look and feel instantly to match your business type, do so via the Templates section under Settings > Edit Page.

One more benefit of a full and thorough Facebook Page setup is related to Facebook Professional Services (https://www.facebook.com/services/), the social network's answer to Yelp - a directory for customers to find, research, and contact local businesses.

Search results return a link to your Page (with "Like" button), contact details, opening hours, star rating, and customer reviews - so it's in your best interest to make sure everything in the About section of your Page is populated and up-to-date! Verify your Page and get an official check mark on your cover photo If your Page's category is Local Business, Company or Organization,

Facebook may make it eligible for a gray verification check mark - similar to the blue one given to celebrities and other public figures.

Verified Pages appear higher in search results and show people at a glance that you are the official brand Page for your company on Facebook, so it’s well worth doing if you have the option to. To verify your Page, visit your Page Settings and choose Page Verification under the General menu.

You’ll need to confirm your business-representative status via a telephone call to a publicly listed number for your business, or otherwise upload an official document, e.g. business phone or utility bill, business license, business tax file, etc.

Create an awesome cover photo and add a call-to-action button Facebook Page cover photos are viewable by anyone on Facebook, so use the space to effectively communicate your brand or message in one simple, high quality, image.

Facebook’s guidelines say that the ideal size for a cover photo image is 820 × 312 pixels - any smaller and Facebook will automatically stretch the image, making it appear blurry.

However, Facebook displays Page cover photos at 640 x 360 pixels on smartphones. This means, rather confusingly, that cover photos can appear differently on desktop and mobile.

To ensure any text on your cover photo also displays on mobile (i.e. is not obscured or cropped), create an invisible buffer of 134 pixels either side, and feature the text in the middle - the remaining 560 pixels.

 
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Ideas for cover photos include one powerful image that communicates who you are and what you do, a collage of your products, highlighting an ongoing offer, or featuring a photo or testimonial submitted by one of your own fans - the latter will really "wow" your customer and hopefully they'll spread the word to their friends.

Keep users engaged by periodically updating your cover photo and profile pic - once per month is a good target to aim for, but a seasonal change is popular among brands, too.

Add a call to action, offers and links in the cover design and description In December 2014, Facebook announced the roll out of solid, clickable call-to-action buttons that can be added to cover photos, including "Book Now", "Contact Us," and "Use App.”

Designed as a way to bring your business’ most important objective to the forefront of your Facebook presence, call-to-action buttons can be linked to any destination on or off Facebook. Dollar Shave Club used a "Sign Up" call-to-action cover photo button and saw a 2.5x higher conversion rate over three weeks compared to other comparable efforts.

In late 2016, Facebook’s CTA buttons were enhanced - with the "Get Quote" and "Request Time" call-to-action buttons, when a person takes an action on your Page, such as asking when they can schedule an appointment, a Messenger (Facebook’s chat service) conversation is automatically created between your business and that person.

In addition, the Shop Now button will showcase your products and let people make purchases from your Page's Shop section. When you upload a cover photo, click on it and you will be able to edit it to add a text description.

Here, type a short, relevant blurb, then add in a call to action and related links to your website, a product, an offer, a Page tab, or feature a discount code as a reward for clicking. Many Facebook Page visitors click on cover photos for a closer look, so use the description as a way to anchor the photo and encourage them to take action.

To encourage more clicks on your cover photo, you can try experimenting with a "button" as part of your cover design with its own call to action, e.g., "Get 10% off your next purchase with us - Click Here!"

Alternatively, (and to tempt the people who won't click on your Page's cover photo - call to action or not), you might want to use it to let non-fans know what value there is to them in "liking" your Page, e.g., Free DIY tips, daily dessert recipes, regular parenting advice, etc.

Every time a Facebook user "likes" your Page, a large part of your cover image (along with your profile photo) will show in the News Feed of that person's friends, inviting them to "like" the Page too, so do your best to make the design as compelling and visually representative of your brand as possible, even at a smaller size. Facebook most recently amended its rules about cover photos in July 2016.

They read: “Covers can't be deceptive, misleading or infringe on anyone else's copyright. You may not encourage people to upload your cover to their personal timelines.” Facebook has been known to remove the cover photos of Pages that don't follow along, so stick to their rules in order to avoid any nasty surprises.

Once upon a time, Facebook also told Page owners that their cover photo could not feature text that covered more than 20% of its entire area. This restriction no longer applies, which means that you can include contact details and pricing and purchasing information about a product in your cover image to whatever extent you like.

While this is mostly good news for marketers, I would still advise caution. Too much text can make a cover photo look spammy and unprofessional, so I would recommend at least some restraint, as the importance of the instant visual impact of a great cover photo cannot be overstated.

Upload a Facebook profile photo recognizable at a small size While the cover photo dominates your Facebook Page, arguably, it's the profile photo you choose that can have the most influence overall, as it is seen all over the site: in the News Feed of followers, in posts on your Page's timeline, in all comment replies, and of course, next to your Page’s cover photo.

The recommended upload size for a profile photo is 180 x 180 pixels, but it is displayed at 170 x 170 on your main profile on desktop, 128 x 128 on smartphones, and as small as 43 x 43 pixels next to comments. Ideally, the image you choose should be recognizable (or at least distinct) at this smallest size. While your profile photo will display as a square on your Page, it will be cropped to a circular shape next to posts and ads.

Think about how your profile photo will look when cropped into a circle, and upload a design that will look great whether a square or circle.

With design in mind, upload a profile photo that complements your cover image designs, and vice versa. Don't be afraid to tweak the colors of your profile photo to help the hues match, but do ensure that your brand logo is still recognizable.

Note: As with the cover photo, edit the description of your profile photo to add some relevant blurb and a link to your website or an offer, as a way to reward those curious enough to click it.

Create Facebook Page custom tabs to promote your services Custom tabs – one-page sub-menus of your Facebook Page - display in a column on the left-hand side of your Facebook Page.

They’re great little hubs for things like promoting your products and services, showcasing most popular blog posts and videos, for hosting contests, sharing customer testimonials, inviting people that “Like” your Page to be notified of exclusive news and offers in their News Feeds, or encouraging people to sign up to your e-mail list (I use MailChimp).

Just search for a particular kind of app in Facebook's search bar, e.g., "contest app" and chances are it will be automatically suggested to you and can be installed in just a few clicks.

Apps can also be used to cross-promote your other social profiles like Pinterest, Instagram, YouTube, Twitter, etc. One of the best ways to populate custom tabs to appear exactly as you desire (with branded design, links, etc.) is with the free Static HTML iframe app.

As an example, I used the Static HTML app to build a 'Welcome' tab, which encourages users to "Like" my page for free social media video tutorial updates, and gives information about my book, with a clickable link to purchase it at Amazon. To get started, simply find and install the Static HTML iframe app via the Facebook search bar.

If the relatively basic coding required by the Static HTML iframe app is beyond your knowledge (and you don't have a developer to help you), check out "freemium" services like Pagemodo (http://www.pagemodo.com) and Woobox
http://www.woobox.com)

that, through a simple step-by-step process, will allow you to build customized custom tabs. Note: Depending on your location and how your business is categorized, you might see a dedicated Services or Shop tab already visible on your Facebook Page. Click either tab to start customizing - the former allows you to showcase your offerings with images and descriptions, while the latter will enable fans to buy products directly from your Page.

Cater to mobile customers by encouraging check-ins and using Place Tips When a user views your Page and business information on the Facebook mobile app, they’ll also be shown information like which of their friends have visited and checked in and whether they or the wider Facebook community have recommended you with photos, star ratings and reviews on show.

Knowing this, it pays to encourage people to “check-in” if you have a real-life location. Display notices in prominent areas of your establishment, such as the entrance, receipts and point of sale, to prompt customers to get out their smartphones, check-in and inform their friends of where they are, encouraging them to visit too.

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When a review is left for a business, a status update is created that goes out to the News Feed of that customers' friends, along with the business' cover and profile photo and its star rating. If a customer is already at your location and opens the Facebook app, Place Tips come into play.

Place Tips uses Wi-Fi, GPS, and Bluetooth (for the latter, you can apply for a Bluetooth “beacon” to beam your information via http://bit.ly/facebookbeacon) to automatically show visitors more information about your business, including the aforementioned reviews, photos, check-ins, etc.

In addition, it will encourage people to check-in and like your Page and, via the About section of your profile, you can specify a custom Welcome Message to greet customers to your establishment - perhaps give them a heads-up on offers and discounts too! Add a Facebook Page Plugin and share buttons to your website To promote your Facebook Page on your website,
grab the code for a Facebook Page Plugin

(formerly the “Like Box” at

and embed it into a suitable spot on your website – the top of a sidebar is a popular choice. When you set up the plugin, make sure to check the options to “Show Friends’ Faces” and “Show Page Posts, as this will ensure that the plugin shows viewers the profile photos of any of their friends who already like your Page, as well as a scrollable, clickable preview of your most recent status updates.

Although most Facebook Page Plugins are placed in website sidebars, some people have had success by inserting the widget underneath blog posts. In this position, the plugin works as part of a call to action, e.g. "Did you enjoy reading my blog post ?
Yes ? Then, click "Like" to stay updated on Facebook..."

Why not experiment with the position of your Page Plugin to see which works best for you? In addition to the Facebook Page Plugin, embed the Facebook "Like" and "Share” buttons on top of, beside, or underneath the blog posts and products on your website.

Doing this encourages people to broadcast their love for your work to their friends and also lets them choose how they want to do it: "Like" posts links to Facebook with one click, while "Share" allows them to add a personalized message before posting.

Grab the code for these buttons by searching the web for 'Facebook Like button' (Google 'Facebook Like button') or by visiting the Facebook Developers' page at https://developers.facebook.com/docs/plugins/like-button/
or automatically via a service like AddThis (http://www.addthis.com).

Note: For access to all kinds of official Facebook brand assets for you to use online and offline (including Facebook logos and "Find Us on Facebook" badges) simply visit https://www.facebookbrand.com/

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Get set up for customer service via Facebook Page and Messenger As explained in a previous chapter, the role of social networks as a customer service portal is growing all the time, and if you’re active on your Page, then Facebook fans will expect you to respond to their queries, either direct on the Page, via private message or via the Facebook Messenger app.

Depending on how many messages you think you'll receive, assign a person or a team of people to take the lead with monitoring and responding to messages. Customer service includes simply replying to comments and questions, as regularly and as quickly as you can.

A quick few words is enough to satisfy most fans. To save time when replying to the most commonly-asked questions, prepare a set of text answers to copy and paste, and a folder of some of your favorite reaction GIFs is a good idea, too (thank you, you're welcome, etc.).

As well as customer support within posts, Facebook's built-in Messenger service is now a huge destination for answering customer queries.

People prefer messaging and it resolves issues easier and faster. First, enable people to message you directly in the Messages section of your Facebook Page settings. Visitors to your Page will see a “Message” button, which they can use to start a conversation with you on Messenger.

The other huge benefit of conducting customer support via Messenger is that it can vastly expand your reach to target Messenger-based ads - the more people interested in your products who chat with you, the more you can target in the future - more on this below.

Facebook’s unified inbox, accessed via the Inbox link on your Facebook Page, will help you seamlessly manage all of your conversations across Facebook and Instagram. How customers can connect via the Messenger app To make it easier for people to identify and contact you, your Page has a unique username
(e.g. @500socialmediatips) that can be set and edited.

Your username will appear directly on your Page, underneath your Page title with an @ symbol before it, and in the search of the Messenger app. Pages that already have a vanity URL already have a username, because a Page’s username and vanity URL are the same.

Messenger Links and Messenger Codes prompt direct communication with your business. Messenger Links use a Page’s username to create a short and memorable link (m.me/500socialmediatips) that, when clicked, opens a conversation with the business in Messenger. Messenger Codes work in the same way. They’re unique codes that people can scan in Messenger using the camera in their phones to open a thread with your business.

You can use Messenger Links and Messenger Codes in ads, on their website or in any other marketing channel to prompt people to reach out to you directly. Messenger Code images are available to download from your Page’s inbox.

Manage customer service introductions and expectations with Greetings, Response Times and Instant Replies; set up Saved Replies for quick response times Messenger Greetings are customizable notes from your business that appear in a new message thread before messages are sent.

You can use this text to greet people and set a friendly tone while letting people know what types of messages are expected. Set and edit your greeting in your Page’s Message Settings. Under the Messaging section of your Page Settings, adjust Response Time options to manage your customers' expectations.

You will need to respond to at least 75% of messages within a day or less to have your response time show up on your Page. A public response time shows customers that you are available to help them and how long they can expect to wait.

You can either choose the option you think best represents how quickly you are able reply to messages (typically replies within minutes, within an hour, within a few hours, within a day) or have your response time updated automatically.

If you want to manage initial customer messages, you can setup Instant Replies here, too. Instant Replies send a one-time, automatic response to the first message a customer sends to your Page, e.g.

Thanking them for their message, reassuring them that you will respond soon, pointing them to an online FAQ to help answer their query, etc. Instant Replies will not be sent if your status for responding messages is set to “Away” – which can be toggled on (for a maximum of 12 hours) or off via the Messages (inbox) of your Page.

If your Page receives the same query often, set up Saved Replies in order to be able to fire back a quick response. To create or select a new Saved Reply, click the speech bubble icon in the message reply box and choose "Create New Reply".

Enter a title (for selecting it later), add the message body and images, then add personalization’s that will be pre-populated when the message is sent, such as the person's first and last name. Saved Replies won’t only save you time, but will impress customers (especially those eager and impatiently waiting for your reply!) and help to maintain your Page’s response rate.

Note: Another way to manage and serve your customers more efficiently is by providing an easy way to see basic information about them, and tag them with custom labels “frequent customer,” “high priority,” etc. Within the Messenger app, tap the person's name to see their publicly available profile, as well as their previous interactions with your business.

Use this information to help personalize your communications. Facebook also makes it easy for businesses to view people’s feedback so you can and improve upon their Messenger experience, simply clicking on Page Settings > Messenger; a feature that aggregates all feedback in one place. Explore using chatbots in Facebook Messenger In addition to manual Messenger work, chatbots are fast-becoming a gamechanger.

Chatbots allow you to scale the number of people you can communicate with and give you the ability to reach more people, help them purchase more products. Best of all, tools like ManyChat https://manychat.com/ and ChatFuel (https://chatfuel.com/) mean that anybody can quickly and easily create powerful chatbots for business.

Here are several ways chatbots can be used to boost your Messenger game: Deliver your content: Rather than sharing your content via email, use a Chatbot to share it directly with users in Messenger.

They can ignore an email much more easily than they can a chat notification. Help fans find the most relevant content: you can also use Facebook Messenger to help your followers “pull” content to themselves. This turns things around for content marketing.

You now have a non-intrusive way to deliver personalized content to your target audience. Engage event attendees: Provide attendees information before (reminder of the event schedule), during (key information, video replays), and after (follow-up asking for feedback) an event to keep them in the know. Re-engage your potential customers with ads:

Facebook ads are an effective way to get people chatting with you. There are two types of Facebook Messenger ads: click-to-Messenger ads allows you to direct people from the Facebook News Feed to a Messenger conversation with you. Meanwhile, Sponsored Messages allows you to initiate a Messenger conversation with anyone who has messaged your Facebook Page in the past.

A great way to use these Facebook Messenger ads is to re-engage potential customers, like people who have visited your product page but didn’t purchase, or people who have asked you questions via Facebook Messenger before. For example, you can use click-to-Messenger ads to offer to encourage them to ask questions or Sponsored Messages to send relevant content and offers to them.

Generate sales leads: Run click-to-Messenger ads to target your audience on Facebook. When a person clicks on the ad to learn more, they will be taken to a Messenger conversation with a chatbot that would ask a series of questions.

Reach your target audience one-to-one:
The Facebook News Feed is saturated with ads; messenger allows you to divert away from all of that noise. Customers will see your ad in the home tab of their Messenger mobile app, which is hard to miss compared to News Feed ads. When they tap on the ad, they will be brought to your website or a Messenger conversation.

Facebook Marketing Strategy
Now that your Facebook Page is looking great and you’re encouraging people to visit it, let's explore some ways that you can make the most effective use of the platform, in conjunction with the content strategy ideas described in the previous chapter.

But first, some very important considerations: Pin important posts Facebook allows you to pin a single post to the top of your Page's timeline for up to a week. Use this to feature important content and make it more visible to fans who visit your Page.

All new status updates will appear below the pinned post until it is unpinned (or a week elapses), whereupon it will fall into its original chronological position. After creating a post, hover over it until the pencil icon appears, click it and choose 'Pin to Top'. In particular, posts to consider pinning include special announcements, contents, promotions, etc.

Boost interaction with Facebook-embedded posts In August 2013, Facebook rolled out the ability to embed personal profile or Page posts into an external website. Use embedded posts to lift conversations from your Facebook Page to help encourage and boost interaction with your statuses in places away from the site, such as part of a blog post, or even in an e-mail newsletter as a way to drive readers to your Page.

As long as the status update you post is public, anybody can embed it from your Facebook Page or re-embed it from wherever else it appears, which - if your status is really shareable - could give your Page and content a lot of exposure.

Embedded posts even include buttons for viewers to "Like", comment, and Share the post, and a button to "Like" your page.

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How to embed a Facebook post
1. Hover over the post you want to embed, left-click on the arrow that appears, and choose "Embed Post".

2. Copy the code that appears and paste it as HTML

on your website or blog. Re-post top notch content, but don't be spammy about it Since not everyone checks their Facebook News Feed all day every day, and only a small proportion of your fans will see your content first time around, if you have a killer article or link to share, post it several times as a way for as many of your fans to see it as possible.

However, make a concerted effort to share the information under different guises, e.g., different wording in the text, an image with a link, a link share post, etc. Facebook will penalize your reach if you publish the exact same status over and over, as it has found people react negatively to "copy and paste" posts.

Increase organic engagement with Facebook Audience Optimization Facebook Audience Optimization is a tool that lets you target or restrict organic (i.e. non-paid) Page posts to specific fans, based on information such as their age, gender, location and interests.

Depending on your business and content strategy goals, not ALL of your fans will be interested in ALL of your posts, so the ability to focus certain posts towards a subset of your audience (rather than a random percentage of them as a whole) could increase your engagement rates.

What's more, if these people engage with your posts because they match their interests, your posts should start to appear in their News Feeds more often as a result, giving your content a boost in organic reach over time. If you haven’t already enabled this feature, click on the Settings tab of your Page.

From here, click on General and switch on the ‘News Feed Audience and Visibility for Posts’ option. To use Audience Optimization, click on the crosshairs symbol within the Facebook status update box.

Choose between Preferred Audience (targeting people based on up to 16 interests), along with the potential reach based on your audience). Vary the interests you choose: try some broad, some narrow, and remember to keep them tailored to your post. The Audience Restrictions (limiting who can see the post, based on age, gender, location, and languages) is optional, but well worth considering.

When you're done, click Save. Analytics data for Audience Optimization posts can be identified by the crosshairs symbol within the Targeting column of Facebook Insights. It is well worth running tests to see how non-targeted posts perform against those that are.

Encourage clicks through calls-to-action but avoid "click-baiting" To encourage higher click-through rates from Facebook and other social media to your website and blog, being specific about what you want your customers to do using a clear call to action is often a good bet, e.g., "Click here for more information [your link]".

Sometimes that little push can make all the difference between a successful status and one that sinks without a trace. Note: In relation to the above, it is worth pointing out that Facebook periodically updates its News Feed algorithm to crack down on so-called "click-bait" article-sharing. These are typically articles with vague and over-promising headlines like "You'll never believe who puked on the red carpet last night...

CLICK to see our exclusive pic!" that do not make it plainly clear what the post will entail. Facebook wants you to share valuable content that people will read and share with their friends, so if it spots that your fans are clicking on these types of links and returning straight to Facebook (because the content is poor) and not sharing, similar posts will receive less visibility – appearing lower down in the News Feed.

Conversely, high quality links that get shared many times over will benefit from higher reach. Guarantee views with "Get All Notifications" and “See First” strategy One tactic that can be used to all-but guarantee that fans see all of your Page's content is to train them to select the "Get Notifications" and “See First” options, found in a drop-down menu when hovering their cursor over the "Liked" and “Following” button underneath your Page's cover photo.

With this selected, every time you post a new status update, the fans in question will be informed with a notification under the blue "globe" icon in the status bar of their Facebook account and your new content will appear at the top of that users’
News Feed.

These requests are best communicated through a status update with a screen grab of the menu to demonstrate the exact action that you wish them to take. Whether or not you are comfortable with asking at the risk of appearing pushy is up to you; you should make this judgment based on the strength of the relationship you have with your audience.

If you do decide to do it, I wouldn't force it upon fans very often, particularly as they are unlikely to be right on your Page when they see your instructions appear, and even more unlikely to click through and carry out the instructions.

Optimize blog images to make an impact on Facebook In September 2013, Facebook introduced a significant increase to the size that thumbnail images from linked articles appear in the News Feed.

When you post a status update including a link, Facebook will automatically pull an image from the article, and as long as it is of sufficient size, that image will display at full width on your Page and in News Feeds with the blog title and blurb below it.

In exact terms, for a linked article's image to display at full width on Facebook, the width of the image needs to be 1.91 times its height. Facebook recommends an image that is at least 1200 × 630 pixels, which, truthfully, isn't realistic for most bloggers. Instead, aim to produce blog posts that include at least one image that is 600 × 315 pixels

(even if it is an image that is uploaded large, but shrunk to fit your blog's formatting style), as this is the minimum size that Facebook requires for any linked article's image to display at full width in any position on all devices - desktop, mobile, or tablet.

If your linked article's chosen image is below 600 × 315 pixels, Facebook will automatically shrink it much smaller. Note: Somewhat related to the previous tip regarding the popularity of images and quotes in particular, why not try the following: Pick out a blog post's most quotable, shareable snippet and turn that into an image either as a quote on its own or coupled with an appealing photo.

Then, link back to the blog post from the text box in a status update and monitor how well the post is received. Alternate between YouTube-linked and Facebook-uploaded video The emergence of video content on Facebook has changed the landscape of the social network, and it's only going to get bigger.  In many cases it pays to upload engaging video content directly to the site, rather than, for example, sharing a YouTube link.


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This is because native Facebook video is given a more favorable treatment in terms of reach (but keep an eye on your analytics to see how things go). If the video is "evergreen" in nature (i.e., it's still as relevant in the future as it is now), why not post the video twice - once by uploading directly to Facebook and at a later date via a shared YouTube link ?

Strategies to maximize the impact of videos uploaded to Facebook Videos uploaded to Facebook play automatically and with audio on (unless a user’s phone is on silent) - when a user pauses on it while scrolling through their News Feed.

With that in mind, consider how you will hook your fans into watching your clip (and turn the sound on if it is off) from the very first frame – catching someone’s eye with movement in the first 2-3 seconds is one way to do this, or if a person is seen talking in front of the camera, fans who are interested will click to hear what’s being said.

Alternatively, publishing videos (with captions if necessary) that do not require sound to be understood, is another popular strategy – especially for mobile viewers for who playing audio (in a public setting, for example) is not an option.

As well as creating captions within the video file yourself, another option is to upload an SRT file, which adds captions to your videos.

There’s an added benefit to SRT files: Facebook favors videos that include them because it can analyze the content, which helps the site show it to the right people, which can in turn benefit you. Organize videos into playlists via the Video tab on your page (to encourage increased watch time) and choose one video to Feature.

The Featured video will appear in prime position below the "About" section in the sidebar of your Page - a great opportunity for an introductory video to your business, or to highlight a current promotion.

Add descriptive tags to make your video more discoverable, tag people featured in your videos, and select the best thumbnail available in the menu that appears after the file has been uploaded (or upload your own custom image – 1920 x 1200 pixels will fit fine).

Choose a high-quality image containing less than 20% text. If text on the thumbnail features more than 20% text – and you later choose to boost the video’s reach with ads – Facebook may not favor as much as videos with cleaner thumbnail images.

Don't forget to grab the video embed code to include in a blog post on your website to encourage more exposure and interaction – choose between embedding the whole status update, or just the video player itself for a cleaner look.

Note: If you're looking for free music and sound effects for videos you share to Facebook or Instagram, check out the Facebook Sound Collection

Browse sounds by genre, mood, length, and vocals to find just the right tracks. The video content you choose to post should reflect the same types of stuff referred to in the “Explained: The Best Type of Content to Post on Social Media” chapter of this book. Utilizing Live Video on Facebook In February 2016, Facebook rolled out its "Live" feature worldwide.

Facebook Live is a function that allows people to record and post live video streams to Facebook via its mobile app or via your desktop webcam. To record live video (for up to 30 minutes at a time), tap on Update Status and choose the Live Video icon.

You can write a quick description and choose the audience that you want to share with (your Page, Event, or group) before going live. During your broadcast, you’ll see the number of live viewers, the names of friends who are tuning in and a real-time stream of comments and reactions.

When your live video session ends, you’ll get immediate insights into how many people watched your broadcast (including the number of concurrent watchers, repeat viewers, and how many stayed until the end).

Your live video can then be published onto your Timeline, where it can be watched again by anyone who missed it (use a description to tell people why they should click play), or paid-promoted for added exposure. Strategies to improve your Facebook Live strategy With the spontaneity of live video, many viewers will miss your stream without proper notice.

Pre-schedule your live stream video within Video Manager to build anticipation and allow viewers the option to mark their calendars so that they can be reminded to tune in. With the spontaneity of Facebook Live, some people found it hard to participate without proper notice.

Scheduling not only creates a post on your Facebook page that alerts your fans, but if you click the time stamp on the post, you’ll also get a unique URL you can share anywhere to help spread the word.

If your Facebook Page has a Product Shop, think about combining the two to broadcast your own infomercial-style broadcast. When you mention your products in a live broadcast, you can tag them in your video, allowing viewers to watch your livestream and access a link directly from the stream, where they can purchase your product right within Facebook.

After your video has uploaded, click the Tag Products icon, enter the names of the products featured in your video, and click Publish when you're done. Bringing in a contributor to chat with live ? Two-person split-screen broadcasts are available to all on all Pages, via the Facebook mobile app.

Called "Live With", if you start your Live video in landscape, you and your guests will be side-by-side. When you start your live video in portrait, guests are picture-in-picture. Add a descriptive title. Facebook recommends crafting a descriptive title that will make the video easily searchable.

With Facebook seeing billions of searches every day, it's worth the little extra effort. Use the copy to provide a preview. Briefly describe your video using your post's copy. Taking out the time to watch a video can be a stretch for some, so it helps to provide a little information about your video so that people can quickly decide if it’s worth their time.

Facebook recommends “pulling out a key quote or moment from the video as the text component of your post” in order to set up the expectations of what the viewer will see. Another method by which you can spread the reach of your Facebook video is by tagging other Pages that either contributed to it, or that you would like to make aware of the video. Include a call-to-action.

While Facebook has removed the call-to-action functionality for videos, there are still several free ways to add a CTA to your Facebook video. In your post copy, you could include a link to your blog post or website and invite viewers to find out more information by clicking on the link. You could also simply ask your audience to share their thoughts as comments.

During the video, you could mention a CTA if you are talking in the video or use a text overlay (e.g. Learn more social media tips at blog.buffer.com). Wistia found that such mid-roll CTAs have the highest conversion rates. At the end of the video, you could have a text overlay or a static image with a CTA and let the video play for a few seconds after the actual content ends.

You may not have time to respond to every comment and question from viewers during a broadcast (and some people may join as you’re about to finish) so make sure to respond to comments just after the show has gone off the air.

Also check in regularly to address comments made on the replay, especially if you asked your audience to share the link with their friends while you were live. If you regularly live-stream from a business Page, organize your replays into video playlists to make it easy for people to find episodes on specific themes after the event.

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Navigate to the Videos tab and you to create a playlist from there. For more ideas and insights into the benefits of using live video on Facebook and other platforms, check out the “Explained:

The Best Types of Content to Post on Social Media” chapter of this book. Use hashtags to encourage engagement and conversation In June 2013, Facebook joined sites like Twitter, Pinterest, and Google+ by rolling out the use of hashtags, which appear as clickable links in Page and personal profile updates and in posts on the news feed.

Hashtags are a way of grouping similar types of content together, and can be created by typing a hash or pound symbol directly before a word while composing a status update or comment on your Page or personal profile, like this: "What do you love about your local #walmart ?

Tell us using the hashtag #lovewalmart and we'll choose the best to feature on our website" or "It's Gap's summer sale, with up to 50% off! Come take a look... #gapsale." where "#walmart" and "#gapsale" are clickable.

Clicking on a hashtag will open up a feed where you’ll see stories from the Pages and people who have posted with the same hashtag.

People can use hashtags in Facebook search to discover posts related to specific topics or interests. Billions of pieces of content are shared on Facebook every day - peaking in the 8-11pm primetime slot - so hashtags provide a huge opportunity for brands and marketers to participate in conversations in a meaningful, relevant and timely way.

While the use of hashtags hasn't blown up in the way Facebook imagined it might, used sparingly they still can be of benefit. Several ways to use hashtags effectively on Facebook Use one or two strategic hashtags related to your brand or industry in your Facebook posts, particularly if they will be used for cross-platform promotion), e.g. #yourbrandname.

You can also use hashtags as a way to express an emotion or sentiment relating to your post, e.g., #shoptilyoudrop, #excited, or #itstheweekend. Every Facebook Page has its own unique URL with a status update box at the top; the format of the URL is www.facebook.com/hashtag/yourhashtag.

Drive traffic to that URL from other locations, e.g., your blog, other social networks, business cards, in-store marketing materials, etc., to encourage conversation. Use a URL shortener like bit.ly to make the link even more memorable.

Discover new Pages and partners by scouring for specific hashtags in Facebook search and track your own hashtags to monitor what people are saying about you and your brand, then join the conversation.

Note: For much more advice about making the most of hashtags on social media, check out the section on hashtags in the Twitter Tips chapter of this book.  Ask for Likes and Shares – and invite Likers to Like your Page Ask users to 'Like' and Share your content when you post, so that it will be shared on their walls and in their News Feeds, therefore increasing exposure for your Page.

Don't appear desperate by doing it too often (Facebook will limit the reach on these types of posts if you do, especially if the content associated with the post is poor) and word your request in a way that endears you to your fans. Buddy Media found that action keywords like “post,” “comment,” “take,” “submit,” “like” or “tell us” are the most effective.

Be direct in your request and fans will listen and take action. Enhance the experience by creating a community that encourages your fans to discuss topics and interact with each other within the comments.

Did you know, too, that you can invite people who liked a post but haven’t liked your Page, to do so? When a post has had more than a handful of likes, the message below it will read “[name], [name], [name], and [number] of others liked this.”

Click on the “others liked this” bit for a list of everyone who liked that post and a notice of whether they have liked your Page or not (chances are that many people will only see your post as a result of someone else engaging with it and their being notified). If they haven’t liked your Page, you can click “Invite” next to their name to send them a notification asking them if they’d like to.

If they’ve enjoyed your content once, there’s a greater chance they’ll be open to seeing it again. Note: On a somewhat related point - and here's an opportunity to create common bonds and emotional ties between your brand and fans - did you know you can humanize your Facebook Page updates by sharing what your business is feeling, watching, reading, listening to, drinking, eating, playing, traveling to, looking for or exercising ?

Just click on the smiley face in the status update box and select one of the options. Encourage your fans to react to posts to boost reach Facebook offers five reactions on every published post - Love, Haha, Wow, Sad, and Angry.

In the spring of 2017, a Facebook spokesperson revealed that the site's News Feed algorithm judges reactions to be more valuable than just likes. A reaction, they say, is an even stronger signal that a person wants to see more of that type of post. For businesses, that means getting people to use them is more important than ever.

So, how do you make people express an emotion stronger than a like ? Make them feel it! If you're already regularly share content that makes people feel a strong emotion, then keep it up! Otherwise, encourage people to react by dropping hints in what you post, e.g. placing a "wow" or "angry" face on top of an image that you post. Use this strategy when sharing links, too.

A lot of people share, comment on, and react to Facebook links without actually clicking on them first. In addition, asking fans to respond to an informal poll is an effective way to solicit reactions. Ask them to match their reaction to a particular answer choice.


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Note: Facebook has laid out two of important of rules regarding the use of reactions. First, the reaction you ask for should match the emotional intent of the post, e.g. "Choose "love" if you think this puppy is cute!".

Second, don't use reactions to conduct polls via a video, where the whole thing consists of static or looping graphics or images. Fail to follow them and you could see your post reach negatively impacted.

Keep your engagement timely If someone comments on a status update you make or posts a public message on your wall, be sure to reply to it as soon as possible. Any chance to further the conversation, answer a query, or give thanks for a customer's support is all but lost if there is no reply – and it's something a lot of businesses on Facebook fail to do, to their detriment.

If your Page is really busy and you simply don't have the time to respond to every fan comment (or if it doesn’t necessarily warrant a response), giving a "like" (rather than ignoring them) will at least show that you are listening to what they have to say.

Use @mentions to be personable and increase engagement When replying to individual fans' comments on your Page, use the @username function to address each person individually. It'll add a personal touch to your service and make the customer in question feel special, especially as they'll receive a notification to let them know you replied.

Type @ and begin typing the name of the person you want to reply to immediately afterwards. When their name appears, select it with a mouse click or the tap of a finger.

If you want to be more informal and address a customer only by their first name, place your cursor at the end of their surname (after it appears in the comment box) and hit backspace a few times until their surname disappears. To that end, add a personal touch to any status updates or comments you make by 'signing' with your first name.

This is especially useful if multiple admins are addressing fans on the same page. Using @mentions can also be beneficial toward the number of people that see your Page's content.

In February 2014, Facebook announced that when one Page tags another in a status update, e.g., "Thanks to @Perfect Pizza for supplying our prize giveaway this week - you guys rock!," or "Here's an awesome insight into how @Perfect Pizza makes its delicious food [link]", it may - depending on the levels of engagement - show the post to some of the people who like or follow the tagged Page - Perfect Pizza, in this case.

Knowing this, always @mention other Pages when giving them a shout out in one of your posts and also select top-performing posts from Pages that your fans will enjoy, and share these (with @mentions) on your own Page.

The Pages you mention will receive notification that you included them in a post, and this kind of cross-promotion is good for relationship building, increasing the chances of traffic being sent to your Page as a result - either through reciprocal treatment in the future or if Facebook re-shares your status to fans of the Page in question.

Add Timeline milestones; use as marketing opportunities Facebook allows you to add Milestones in the history of your business (past and present) on your Page by scrolling through and marking dates on your timeline (e.g. when the business was established, your 1000th sale, etc.).

These help flesh out your company history and can give customers a fascinating insight into your growth over the months and years (particularly if you were in business way before Facebook came on the scene).

You can even use upcoming milestones as a way to connect with customers and provide them with an incentive to remain engaged, e.g., "Here's to each and every one of you for helping us reach 20,000 fans! Check back tomorrow at 6pm for a special promotion to say thanks !"

As a twist on this strategy, and as a way to really make your customers feel a sense of ownership over your Page, why not highlight them and their stories as milestones on your Timeline ?

Ask fans to submit stories that explain how your product or service has affected their lives for the better, then add them - with images - as milestones that show just how much a part of your brand your customers are, and as encouragement for other people to invest in you just as much.

Thank your newest fans and have a fan of the month Post a special 'Thank You' message about once a week to welcome new fans, even listing them by name if there aren't too many - find them via the "See Likes" link in your Page's Admin Panel.

Doing so adds a personal touch to your communication and reflects well on your image as a brand that cares about its audience. To encourage further engagement on your Page, launch a "Fan of the Month" initiative.

By highlighting one of your most loyal fans in this way, you indirectly encourage other fans to engage more, so that they can win the coveted title the next month.

For an added incentive, offer a little prize to the winner. There are several free "Fan of the Month" apps available via the Facebook search bar and paid versions with additional options if you're interested in delving deeper.

Create Facebook Offers If at least 50 people have liked your Page, you can create an offer on your Facebook Page. When a fan claims an offer, they'll receive an email that they can show at your business' physical location or a code to enter online so that they can get the discount.

Offers aren't free to run (there is a minimum spend of around $5 - $10), but they are useful in promoting special deals, rewarding loyal fans, and encouraging them to spread the word about your business to their friends.

To create an offer from your Page, click Offer, Event + and click Offer from the top of the status update box. Fill out the details to make your offer shine, including Headline, Image, redemption link, start date, and expiration date. Preview your offer in the top left and make any changes, then click Post Offer.

Some pointers to help run a successful offer include:
Make offer discounts substantial (at least 20% off a product or service, or the opportunity to get something else free when purchasing is recommended for the best results) and ensure that they are exclusive to Facebook fans.

Keep your offer and its terms and conditions simple and give people a reasonable amount of time in which to claim it (this also allows them time to spread the word about your great deal to their friends).

Use simple and direct language in your headline to reduce any confusion, and showcase the value of the deal your fans will get, rather than just using a slogan. Use a clear and engaging image to represent your offer, but not your profile photo, as that will often be displayed next to the promotion around the site.

Pin the offer to the top of your Page for added visibility and train your staff so that they are prepared when a customer wants to redeem their offer.

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Facebook contest strategy for success
As of August 2013, Facebook re-allowed contests to be administered on Page Timelines, not just through third-party apps like Woobox, Shortstack, and Heyo.

Businesses can:
Collect entries by having users post on the Page or comment/like a Page post (e.g., "Like this post for a chance to win one of our new sandwich toasters - releasing March 21 !" or "Comment with a funny caption for this photo - the one that makes us laugh the most / gets the most likes wins X prize." or "Post a photo in the comments of you using our product - our favorite will win X prize."

or "Suggest a new menu item in the comments below - our favorite will go into production and the inventor will win X prize!" Another spin on this entry method is to ask viewers to comment and tag a friend to enter.

Your fans will tag friends who would be interested in winning the prize and this will drive interest in your Page and product or service. This route works best if you can reward the winning commenter and their tagged friend with a prize, e.g., dinner for two at your restaurant, or two free gifts of your product.

Collect entries by having users message the Page (e.g., "For your chance to win this fantastic sweat band, message us using the button above and tell us why you deserve to win!") Utilize 'Likes' as a voting mechanism, e.g., "Help us choose our next smoothie flavor.

Click 'like' to vote on your favorite pic and we'll choose one lucky person to win a $20 gift card with us!" Note: Free tools like Agorapulse’s Timeline Contest page (http://contest.agorapulse.com/) give an easy way to host and select winners from Timeline sweepstakes, quizzes, or photo contests.

While creating a promotion on a Page Timeline is faster, easier and cheaper (great for a spontaneous giveaway for example, but more likely to attract poor quality entrants), third-party apps - while requiring a small fee - still do have many advantages. I would certainly recommend them over Timeline-only contests for bigger and more serious campaigns.

Advantages of apps include: A more professional and customizable campaign, more in line with your branding strategy. More space and flexibility for content than a Page post alone, as they are hosted on a Page tab.

The ability to collect data (such as e-mail addresses) in a secure and structured manner. Easy to add "share" buttons to increase virality of contest once someone has submitted their entry. Whichever type of contest you run on Facebook, there are still important legal guidelines to follow, including offering terms of eligibility and releasing Facebook of any association.

I urge you to read the Promotions section of Facebook's Page Guidelines for a full rundown: https://www.facebook.com/page_guidelines.php Promote Events on Facebook – Ask fans to subscribe Click on the Events tab in the status update box to create your events, whether they will happen offline (like a store's grand opening) or online (like a live webinar or the start of a sale).

Be sure to upload a photo of the event - a step that is often overlooked - and also build excitement with countdown statuses reminding people to confirm their attendance as the event gets closer.

When you create an event, you can also add targeting so only the most relevant people will see your Page's event in their News Feeds. You're even able to target your event’s invitees based on criteria such as gender, location and age at the bottom of the Create New Event window.

Events help promote your Page organically because when someone RSVPs to one,
it will create a story in their friends' News Feed. To get more fans on board, post the event well in advance and periodically remind (via Page posts) that it's all happening soon !

Note: Page admins can easily repeat a Facebook event with the Create Repeat Event option in the drop-down box on your Event page. In addition, to prevent the need to invite fans to events within their area, you can invite them to subscribe.

When a fan subscribes they will automatically be notified when your event is in their locality – ask them to subscribe by clicking on “Events” below your Page’s cover photo and hitting Subscribe.

Cross-promote with (and on) other Facebook Pages One of the most powerful ways to increase the number of genuinely interested eyes that come across your Facebook Page is to work with other Page managers within your niche or businesses in your same locale.

Get in touch to discuss ways in which you can occasionally cross-promote each other’s Pages, share posts, conjure up offers and increase exposure for your businesses. For example, a kids' clothes store owner might get in touch with a local ice-cream parlor - places that share the same clientele - to work a cross-promotion arrangement on Facebook.

Additionally, you might want to communicate with other businesses to encourage them to add your Page to the Featured "Likes" section of their Page and agree to do the same in return.

This works great with complementary products and services and helps spread the word of your business, as Featured Pages sit prominently on your Page and display on rotation depending how many are set up.

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To add a featured Like on your Facebook Page:
1. Visit and "Like" a complementary business while using Facebook as your
Page (or by clicking the three dots underneath its cover photo, choosing "Like
as Your Page..." and selecting your company's Page if you're browsing under
a personal account).

2. Return to your Page and click "Settings" and then "Featured" on the next page. Under the "Likes" section, click "Add Featured Likes" and choose the Pages that you would like to showcase on your Page.

A more covert way of making your brand known (especially to the audience of rivals in your business niche) is to engage and post relevant, friendly, and useful (not spammy or self-promotional !) comments on statuses of their Facebook Pages, posting under your Page's username (make sure you are posting as your Page by clicking on the flag icon beneath the post you want to comment on, and choosing “Liking and commenting as [your page]”.).

Your profile photo and link to your Page will be visible with every comment you make, hopefully encouraging people to visit and check you out. Again, make your comments interesting, helpful, insightful, funny, witty, charming, etc., to increase the chances of a click-through !

The last thing you want to do is come across as shady or desperate, especially like those "It's Andrew from Andrew's Aardvark Farm - just dropping in to give you a Like! Check us out!" kind of posts that commonly occur.

If I ever see any type of blatant self-promotion on my Page, it gets instantly deleted! Use private messaging for customer service Facebook Page owners have the option to allow customers to contact the page administrator directly ("Settings" > "Messages" option).

If you have the resources to cope, you should definitely leave this option on so that customers can get in touch, particularly if they don't want to share their message on the public wall (and this may also prevent unfavorable comments being broadcast to all of your fans).

Track your progress Use Facebook Insights (click "Insights" at the top of your Page) to track how your Facebook Page is performing day by day and over a longer period of time.

The Likes tab displays your overall Page growth and where your audience is finding you, while the Reach, Visits, and Post tabs will show you which types of updates - text, links, video, etc. - are preferred by your audience (click on individual posts for more detailed stats about engagement) and at what times they are most likely to be on Facebook to digest your activity.

On the People tab, you'll be able to learn about the demographics of your audience, including gender, age, language, and location. All of this data is extremely useful in helping you to tweak and tailor your ongoing content strategy and to deliver the kind of stuff that you know your fans will love.

Note: In February 2016, Facebook introduced Reactions - an extension of the Like button, that allows people to choose one of five additional emoticons to communicate their feelings about a post (ordinary or a sponsored ad) – Love, Haha, Wow, Sad, or Angry.

You’ll find a breakdown of reactions to each post in Insights; this extra sentiment-focused data will allow you to better tell, in a quantitate manner, whether your audience is responding to your content in the way you hope, especially those who in the past – without Reactions – would not choose comment or found “Like” inappropriate.

Another notable section of Facebook Insights is Pages to Watch, a feature that allows you to track a variety of metrics relating to your rivals' Facebook activity, including the number of posts, engagement rates, and new Page likes.

Adding the competition to this list will enable you to keep an eye on their performance to see what is (and what isn't) working for them, and you can use this knowledge to influence and improve your own strategy.

In addition to direct competitors, it is often useful to pay attention to other companies in a similar, but not identical, field, e.g., another retail or B2B venture in your vicinity, as well brands that are unrelated to yours but which your audience like and engage with.

When researching others’ Page content to build upon within your watch list, look for stuff that gets high engagement (likes, comments, and shares), low engagement but potential to improve (that you can improve on for your Page), and specific trends within your industry to capitalize upon.

Utilizing Facebook Groups to build your business Facebook Groups are a convenient way to network with peers, strengthen relationships with current customers, or attract new ones - whether you create your own or join one of the millions that already exist – and can act as a powerful partner to an existing Facebook Page.

Your own custom-made group can exist as a place to provide customer support, promote upcoming events, get feedback on upcoming products, and for customers to connect, collaborate, and share (valuable consumer insight for you!). To get the most benefit from groups which focus on discussions concerning your chosen industry,

your aim should be to position yourself as an authority figure: be active, give help, and be genuine, i.e., no focus on selling.  Over time, your knowledge and influence will be recognized and this will help to pique people's interest, perhaps enough to make them want to consider your product or service.

As brands battle for precious organic reach, Groups provide a fresh avenue to cultivate a loyal community who can interact with you and each other, to boost engagement, and could help to fill the gap lost in organic reach over the years. To start, click on “Group” under the ‘Create’ section at the bottom of the left-hand sidebar on Facebook.

Optimize your Group in 10 simple steps:
Give your group a name and select a group type to help people understand what the group is about. Add a cover photo (the ideal photo size is 820 x 462 pixels); check how it looks on desktop and mobile. Write a description to tell people what the group is all about and what it can be used for.

It is not uncommon for group admins to use this space to share information that they want the entire group, especially new members, to know such as rules and community guidelines. Add five tags to help people find your group; a mix of generic and specific tags will work best.

If you are a local group, add your location so that people who are looking for Facebook Groups in your area can find it more easily. Customize your group URL. An easy-to-remember group URL makes it simple for you to share a link to your Facebook group in online communication and real-life marketing material.

Link your Group to your Facebook Page to make it existence more visible and encourage fans to take a look, and hopefully join. To link your Facebook Group to your Facebook Page, choose the option within the Groups section of your Page settings. Promote your new group and encourage people to join.

Hit the Share button below your cover photo for you to share your Facebook Group to different parts of Facebook: timeline, Messenger, and Page.

You can also create a handy short link for your Facebook group and include it where people will see it, like in your email signature, in blog posts, marketing material, or product receipts.

Building an effective group: essential strategy Fostering an engaged Group community will strengthen your customers’ relationship with your brand, and this equity can then influence their future purchasing decisions. Here are three strategies to help build a strong and loyal group audience:

Setup Membership Requests to ask up to three questions of group members upon joining. You'll find the option on your group under More > Edit Group Settings > Setup Membership Requests.

For example, you could ask questions including how they found the group, what their biggest struggles are in relation to your brand's mission, etc.

This is a fantastic way to instantly see what your future group members desire, and an opportunity for you to create and publish posts that serve their needs - which they'll love ! Engage with your group members regularly:

When your group is new, there might only be a few members and not a lot of posts from them. To help kickstart discussion, take it upon yourself to introduce conversations on a consistent basis, a couple of times per week.

For example, you could welcome new members every Monday, initiate a topical discussion on every Wednesday, and invite members to share their weekend plans on a Friday.

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At least in the initial few months, I would recommend that you comment on every post and answer every question in your Facebook group to ensure your members feel heard and that they feel like they are getting value from being an active member of the community.

Feature popular and/or active group members outside of the group, on your Facebook Page and in other locations. You can find out who these people are from the More Member Details section of your Group Analytics.

Compliment the individual, explaining what they bring to the group as a way to encourage new members to join. At least once per week, thank your most engaged members as a way to keep them motivated to post regularly.

Like Facebook Pages, Groups include analytics for you to monitor your group’s performance (those with 250 members, at least) and you can use these to develop your group-building strategy. You can find monitor insights like your Facebook Group is growing, when your members are most engaged, and who your most engaged members are.

With this data, you can learn to post on days and at times when engagement is high, track active membership growth, and thank your most active group members. Note: If you trust someone enough and want to bestow more prestige upon them (thus increasing their brand loyalty), promote them to become an admin or moderator of the group.

The latter will, as well, give you some extra eyes on helping to police any spam or other unwanted posts that might appear and free your time up to focus on building your business in other ways. A lot of group content can reflect what you might post on your Page, but with a little tweak or a twist to make it exclusive and worthwhile the group members' time.

Tried and tested content like running a poll, starting a debate, quizzing members or asking them to join a discussion in a live video, or sharing an actionable, “quick win” tip will always go down well. Host regular events. Hosting events is a great way to get community members involved (and maybe even attract inactive members back to the community).

Examples of events that you can old include Q&As with an expert from your company, panel discussions about a particular topic, and where possible, real life get-togethers to re-enforce relationships made online.

When you have planned an event, create an event in your Facebook Group and invite members to attend. Asking people to show their interest will help generate buzz and they'll receive a notification closer to the time as well.

Crowdsource from your group: Use your group as a place to gather information that you can use as content and marketing elsewhere, like testimonials, product reviews, or a personal story connected to your brand that you can use as the basis for a blog post or video.

Utilize similar groups for exposure: If a search on Facebook (or LinkedIn) shows that there are other groups in your business niche, full of people who you think would like what you do, here's a way to bring them to your attention. It's simple: reach out to the group administrator and ask them nicely if you can feature them and their group in an interview for your blog, podcast, etc.

Once the (very flattering!) interview is live, provide the link to the group admin and ask if they'd share it with their group. In the likely event that they do, you've just earned your brand some priceless promotion in front of an untapped audience. Get fans to turn on notifications:

Like Pages, not all group posts will necessarily show in a member's News Feed, but they can be notified when they appear. If they want to do so, ask them to turn on notifications (in a video or image post showing them where to go) - specifically the All Posts option - from the Notifications drop-down at the top of the group (blue checkmark > Edit Notification Settings on mobile).

Remain open, honest and authentic with your group members. Refrain from talking down to group members, talk to them on their level and it will go a long way to making you stand out as a leader.

Paid Advertising Strategy on Facebook Facebook marketing success is as much about distribution as it is content - getting your content in front of not just any old people, but the right people.

A budget for Facebook advertising is an extremely important consideration as part of your marketing strategy, particularly because the competition for eyeballs on the site’s content is ever-increasing and the continued throttling of organic (non-paid) reach.

In fact, Facebook now deliberately limits the appearance in the News Feed of Page Post content that features only promotional messages - asking people to buy something, encouraging them to enter a sweepstakes, etc., which makes paid promotion even more crucial.

You wouldn’t launch a real-world business and expect people to just turn up and continue to maintain their interest without promotion, and a Facebook Page is really no different.

Luckily, you don’t need to spend a fortune: Facebook ads can be a cheap and effective way to gain new fans, keep existing fans engaged, direct people to your website, or get them to do whatever you please on the way to reaching your marketing goals.

Consider this: if you allocate just $1 of marketing spend per day on Facebook ads, your content will be exposed to several thousand people per month that would not otherwise have seen it. If you are doing this and your competitors aren’t, you'll be way ahead in the awareness game for your business niche.

Before you start with any type of advertising on Facebook, having a clear measurement of success in mind before you start will help you to understand the performance of your ads and make any adjustments to ensure you’re delivering maximum value for your business.

The most basic Facebook advertising: boosting posts To increase the ordinary reach of your most important posts - like special offers, big events, or a company milestone, Facebook encourages you to use its "Boost Post" tool, located via a button underneath each and every status update.

Boosted posts last for three days and will increase the reach of your content beyond the people who see it organically. In basic terms, boosted posts create a set of instant Facebook ads without any of the detailed customization options available through the main Facebook ads tool.

Boosted posts do the following:
1. Promote your post within mobile and desktop News Feeds of Fans,
and on Instagram.

2. Promote your post within mobile and desktop News Feeds of Fans, their friends, and via a limited set of variants like age, gender, interests, and location.

3. Generate a Sponsored Story ad within mobile and desktop News Feeds.

The eventual cost of a boosted post depends on the number of people you want Facebook to try to expose to that specific piece of content. Costs range from a maximum budget of just a dollar or two for a few thousand people, to hundreds of dollars if your aim is to reach many thousands of users.

Once Facebook approves your boosted post, which doesn't normally take very long, the promotion will begin. The amount you are charged rises as your boosted post reaches more people, but if you don't feel like you are getting value for money, you can stop the promotion at any time.

On a similar note, you can add to your initial maximum budget if the promotion is going better than expected. If your boosted post does not reach the number of people Facebook estimated it would reach, based on your budget over the three-day window, you will only be charged according to the number that it did reach. To get the most out of boosted posts, remember the following:

Wait at least 5-6 hours before boosting a post - let its organic reach take hold and settle first. Once a post is boosted, it may take some time until it reaches the full breadth of your target audience.

Will it still be relevant as much as a few days away from when it was first promoted? Don't boost every post. Spend money on increasing exposure to content that will drive meaningful engagement or make an impact on your bottom line, e.g., eyes on a new product or service,

or clicks through to a valuable blog post. Pin your boosted post to create additional visibility for the promotion. Measure the success of your boosted post through Facebook Insights and other analytics tools.

If you're a small business owner that wants a quick and easy way to increase the visibility of standout posts a couple of times a week, then boosting posts should be a very strong consideration.

If you are want a bit more control and customization or aim to build complex advertising campaigns on Facebook, utilizing the main ads tool and Power Editor respectively make more sense - see below for more information on these.

Note: The Boost Post button is also available in Facebook Groups, which you may also want to consider if you would prefer to target fans and customers if you’re the owner of burgeoning or already-thriving group.

With it, group admins can use three targeting options for promoting link posts inside the group: generate more clicks; attract more engagement with likes, shares, and comments; or prioritize potential customers. Group admins also have the option to integrate a WhatsApp number, edit the call-to-action button, gather insights on post reach, and more.

Beyond the Boost:
Facebook Ads Strategy If you decide that boosting posts is too simplistic
for your needs, the Facebook Ads tool at https://www.facebook.com/advertising
is a significant advancement over boosting posts, with many more customization options and, crucially, it's pretty user-friendly. Some of the options available in the Facebook Ads tool include:

Choosing what the ad promotes depending on your goal (your Facebook Page, a particular post, a Facebook event, a custom tab with a newsletter sign-up form, an external website, etc.).

Choosing where on Facebook the ad appears (e.g., desktop and mobile News Feeds, Ad Network, Instagram, right-hand column). Adding a call to action button to ads to increase click-through rates, (e.g., Shop Now, Read More, for web-based targets, or Call Now,

Get Directions for local, mobile customers). Choosing who the ad targets (based on location, age, gender, interests, and connections). Before targeting non-fans, I would suggest honing in on existing fans (many of whom won't have already seen your content or promotion organically, as well as your email list - both of which Facebook enables you to do).

Facebook’s Audience Insights tool will break down all sorts of information about your current audience on Facebook to help you target your ads to people with similar attributes including age, gender, relationship status, job, education, and more. All this can be used as a way to help tailor your ad design and reach an even more targeted audience.
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To see the Audience Insights for your Page, go to:
and choose the “People connected to your Page” option. Use the options on the left-hand side to filter the results. Tracking conversions like registrations, checkouts, and views of key pages on your website.

While Facebook's main advertising tool www.facebook.com/ads
will be suitable for the vast majority of businesses, those with large and complex advertising needs may prefer to use a tool called Power Editor:

to create, manage, and track their ads on Facebook. If Boost Post is for beginners and Facebook's main ads tool is for the masses, then Power Editor is for "pros". It's the least user-friendly of the bunch, but includes experimental options that may be useful to those who like to micro-manage their ads, and perhaps who are running lots of campaigns at once.

The Power Editor tool is much more accessible to use than it has been in the past, so don't be afraid to take a look. Tips for Facebook ad creation Successful Facebook Ads all have three things in common: they are specific, targeted and compelling. The ad has one job: to get the customer to click on it, and you’ll need to marry every element of the ad just right to generate optimum results.

Whether you stick to Facebook’s main ad-creation tool or bravely dive into Power Editor, the following pointers will help maximize the success of your promotional campaigns. When writing ad copy, speak to your ideal prospect in a tone that will resonate with them. Tell your customers what makes you unique and why investing time in (and clicking) your ad is worth their time.

Your message should be to the point; no long or confusing sentences. Always end your ads with a call to action, either in text or with a built-in button. Don’t assume that the audience knows what to do.

Tell them outright what action they should take. It’s obvious, but make sure the CTA matches the ad and the intent of the customer. Craft a headline that addresses the "you" to make the person reading feel like you're speaking directly to them.

The image is just as important, if not more so than your copy as it’s what gets people to stop scrolling and engage with your ad. In general, you should avoid generic stock photos, even though Facebook has millions available for you for free - people are desensitized to them.

Choose an image that’s bright, colorful and grabs people’s attention in contrast to the dominant blue and white of Facebook’s News Feed. Show people what life looks like as a result of using your product (like happy or relieved faces)
or demonstrate its benefits.

Create at least four versions of each ad per campaign so you can experiment
with different images (both promotional and more natural / lifestyle in focus),
calls to action and copy so that you can clearly understand which
ones are performing the best.

Test a variety of ad types (lead ads, slideshows, a product ads carousel, canvas, video, etc.) in a variety of placements (News Feed, mobile, and sidebar) to see how the results vary.

News Feed and mobile ads should (as much as possible) blend naturally into the ordinary stream of Facebook content, while for the smaller sidebar ads in particular, subtle calls to action and images with human faces or simple color combinations, seem to work best.

Facebook's own research found that when mobile video ads play loudly when people aren’t expecting it, 80% of people react negatively, both toward the platform and the advertiser.

You might take this as a notice to create video ads that do not require any sound at all to be understood. However, in cases where this isn't possible, you can add captions manually, or let Facebook create them automatically. Automated captions are currently only available through Power Editor.

When creating video ads in Power Editor, your video captions will be generated after uploading your video (it may take several minutes for them to appear).

After your video ad has finished uploading, click Select. Below Video Captions, use the dropdown that says "Generate Automatically". Test a variety of target groups, based on criteria such as age, gender, Pages liked, interests, location, etc. If your advertising budget is small, hyper-target your audience - around 100,000 people is a decent sample.

To target specific individuals and those most likely to be interested in your offering, get savvy with advanced targeting options such as lookalike audiences, custom audiences, partner audiences, re-targeting, website custom audiences, and conversion pixels, in order to get the most bang for your buck (look out for these terms during the ad setup process and use the "?" button next to each for a fuller explanation).

In fact, if there is one Facebook ads-related task all businesses should do, it is to install the Facebook tracking pixel on their website. A small piece of code placed in the header of your website, the Facebook’s tracking pixel has two major functions: tracking users who took action outside of Facebook because of your Facebook Ad

(Signing up for your newsletter, purchasing a product from your website, etc.), and tracking activity on your website for retargeting purposes. Utilize Facebook's Custom Audiences tool to reach new and existing customers through Facebook and make the most of those relationships.

For example, Retargeting is a powerful way of winning new customers and tempting people who’ve shown an interest in your product back to your website, by reminding them of products they have shown an interest in.

Meanwhile, Lookalike Audiences targets people similar to those who already know and like your brand, and this can be especially useful when you’re aiming to use your ads to boost growth.

Use a structured naming convention for your ad campaigns, ad names, and ad sets to make identifying and tracking them easy. With campaigns, for example,

I like the format "[Business/Client Name] - [Page Name] - [Item Promoted] - [Objective]."  The Business/Client Name qualifier may or may not be necessary, depending on your circumstances. When budgeting and bidding, don't sweat too much over terms like cost CPC, CTR, CPM, etc.

Instead, focus on your business' cost per desired action, e.g., clicking a link and signing up to your email newsletter. This method will allow you to calculate your return on investment, i.e., how many conversions you drove per dollar spent, much more easily.

Checking that your ad image adheres to the 20% text rule In the past, Facebook rejected any ad where text made up more than 20% of the ad image. As of Spring 2016, this rule has been abolished, and Facebook now categorizes the amount of text in an ad by density:

OK (little to no text), Low (around 20%), Medium, and High (text covering a considerable portion of the image). Sounds okay, but there’s a catch: “…ads with text overlay around or above the 20% [Low] limit will receive reduced to no delivery instead of being disapproved.”

Basically, the more text in your image, the less distribution you will receive – ad images with medium and high-density text will see their reach severely limited, and therefore you will incur higher costs for reaching your target audience.

There are exceptions, including book covers, album covers, full product images, text-based businesses, app screenshots, infographics, and more.

My advice? To prevent your ad performance from being affected, pretend that the 20% text rule still exists and, if possible, reduce the amount of text in ad images as much as possible.

If you want to check that your photos meet the text rule guidelines, there are a number of handy tools to help you do just that, including Facebook's own Text in Images compliance tool at https://www.facebook.com/ads/tools/text_overlay.

Simply upload a file and click the boxes to highlight the areas where text appears. The tool will count up the percentage and let you know if your image is Facebook-ready. Monitoring Facebook ad performance strategy

One of the biggest mistakes people new to Facebook Ads make is to set ad campaigns to go live and then come back to check performance once the campaign is completed. But by doing this, you’re missing out on huge opportunities to enhance the performance of each of your ads.

Frequently monitoring your Facebook Ads campaigns enables you to know whether or not your ads are resonating well with your audience and allows you to make adjustments as you go along.

For example, if your engagement isn't great you can create a new ad set with a fresh design. Or if your clicks are low, perhaps you need to tweak your call to action. Or if you aren't reaching as many people as you thought, maybe your audience parameters or ad placements need tweaking.

Keep in mind that it can take a few days until you have enough data to start really measuring ad performance, so I'd recommend waiting until your ad has reached at least a few thousand people before making changes.

The strategy outlined here is best used if a set of ads in a campaign are at least performing moderately well. f all ads in a campaign are performing poorly, Facebook's algorithm might decide none of your ads (tweaked or not) are worth giving a second chance, so it might be best to scrap them and start again.

Note: If you want to gauge early on if your ad is hitting the nail on the head, look for its Relevance Score in your ad reporting - a rating of 1-10 based on how your audience is responding to your ad through likes, clicks, comments, etc.

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It appears after the ad has received at least 500 impressions. One simple strategy is to keep your budget low, tweaking your ad until you achieve a relevance score of 8/10 or higher. At this point, you can think about promoting the ad more heavily, but always keep an eye on the ad in case the score (which updates in real time) starts dipping.

Unless you're very lucky, you won’t create the perfect ad first time around. Expect to experiment and learn a lot in order to produce Facebook ads that will deliver the results you are looking for. As a simple example, you might start with 3 ad variants, one of which is clearly outperforming the others.

You can then stop running the underperforming ads, giving more of your budget over to the one that is driving results. You might even want to create a new ad variant, based on this ad, to see if that helps deliver even better results. Ideally, you want to create several ad sets and ads before you start your campaign and then eliminate under-performing ads as your campaign progresses.

Note: When you are testing with Facebook ads, it’s important to change only one element each time, keeping everything else the same. If you don’t, you won’t be able to tell what actually changed the result! I recommend that for each element you test, you start with wildly different changes to get a better overall sense of what’s resonating with your audience.

Check your ad report at least once per 24 hours so that you can get a good overview of how it’s performing I could write a whole other book on Facebook ads - much more than I have the space to include here, unfortunately.

Until I do, a quick web search will return plenty of detailed step-by-step guides for making the most of Facebook ads, and I definitely recommend you do this before jumping in, getting bogged down and lost in the options available, and simply wasting your money !

Be smart, start small, and remember that there is no one guaranteed formula for Facebook ad success; experimentation is the key, as too is playing the long game.

For example, after one successful campaign, you could use the Facebook Pixel to create a new ad to re-target those who engaged positively with a that promotion, or to have another shot at persuading people who might have visited your website but left without making a purchase. Advertising aside, your main focus should always be on producing top-quality content that gains maximum traction organically.

Typically, I only spend "big" on any ad campaign (whether it be a Boosted post or properly-planned ads) if I have a product or contest to launch, a coupon code or offer to give away, or if an organic (non-paid) post does surprisingly well and I think it has strong potential to go viral.

The rest of the time, I rely on a small, but regular ad budget solely used to help new fans find my Page. Using Your Personal Facebook Profile for Business As explained at the beginning of this chapter, using your personal Facebook Timeline specifically for commercial purposes is against the site's rules.

However, there are a number of useful little strategies that you can implement via your individual profile that can help support your overall business marketing.

Add a Follow button to your personal profile If you are the figurehead of your company and happy to share your personal profile's updates with customers as a way to help them feel more closely connected to you, but don't want them all to be added as friends, consider adding a Follow button to your profile via

Anyone who chooses to become a follower will see posts you mark as Public (toggle this option via the drop-down menu underneath the status update box) in their News Feeds. Use this ability to filter updates about your family to Friends and updates pertinent to your business or things that you’re comfortable sharing with a wider audience to the public.

Note: Visit your Timeline settings ("..." button on your profile > Timeline Settings), then click on the "Followers" link in the left-hand menu. From here, you can adjust your Follower settings and also grab code that you can use to embed a "Follow" button on your website, too.

Create custom lists to target business-y posts to friends Related to the tactic above, Facebook's custom lists feature allows you to target status updates to customized groups of people who are also connected to you as friends.

Again, these shouldn't be promotional or commercial in nature, but perhaps stuff like news and events occurring within your industry that only a specific portion of your friend list would be interested in: To create a new custom list:

1. From your home page,
hover over the Friends section in the menu on the left and click "More."
2. Click Create List.

3. Write in the list's name, e.g., "Current Customers".
Enter the names of the people you want to add to this list in the Members section.

4. Click Create.
By clicking on the links that now appear in the sidebar of your Facebook account, you can easily see, comment, like, and interact with activity from people in your lists.

Remember to peruse your custom lists often for opportunities to more deeply connect with your peers, building relationships that will eventually pay off as part of your business strategy.

Change your personal profile 'Work' to your business page If people search for your business on Facebook and come across your personal profile, you'll want to make it as easy as possible for them to find your business Page too.

Click on the 'Update Info' button at the top of your profile and search for your Facebook Page in the 'Where have you worked ?' box and choose it when it appears in the drop-down menu. If you don't see your Page appear when you type its name into the box, try typing its username instead, i.e., the bit that comes after the 'www.facebook.com/' of the Page's address.

If you're still having no luck, insert your exact Page name, click the drop-down that appears and enter the additional details (Position, City/Town, etc).
When you click 'Add job', it should populate correctly.

Note: Here are two more soft-sell Facebook Page promotion opportunities:
add the URL to your Facebook Page under the 'Website' area of the Contact Info section of your personal Facebook profile.

In addition, add your personal profile as a Featured Page owner on your Facebook Page. When you add a featured page owner, your personal information will be displayed in the About section of the Page and the Page will be shown on your personal profile.

Learn about (and capitalize on) the ad strategies of your competition If you’re your company’s ideal customer, then you’re going to be your competitor’s ideal customer, too. As such, chances are that you are going to be exposed to ads from your competitors in your personal News Feed.

Keep an eye out for them. You may discover that your main rival seems to advertise mostly on Wednesday evenings, that they appear on mobile and not desktops, and that certain types of images seem to get more attention than others.

It's far from scientific, of course, but by grabbing screenshots and making notes, you'll have some broad information that you can use quite effectively when it comes to running your own paid ads.

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Twitter Tips:
Tweet Your Way to the Top Twitter is used by millions of businesses and individuals as a way to monitor conversations about their brand, interact with customers, manage customer service issues, promote offers, share rich and engaging content like images and videos - all within 280 characters per tweet (originally and famously 140 characters, but doubled in 2017).

A 2013 study by analytics company KISSmetric even found that Twitter users were more likely to buy from brands they follow on the site by a margin of 64 percent, and that’s just one statistic about a site that has the power, arguably greater than any other social network, to connect with customers and to create loyal brand advocates.

In this chapter, we'll explore some of the ways to make this a reality for you. Twitter Profile Setup Strategy No stellar Twitter strategy is complete without a profile built to knock the socks off your customers, so let's get started with some indispensable setup and optimization tips.

Top Twitter username and a tip for the "Name" box Your Twitter username is extremely important, as it will make up part of your Twitter profile URL - the address you'll put on all of your marketing material to direct people to follow you on the social network.

Try to keep your username short, simple and memorable.
Most companies use their brand name as their username, so that their address reads www.twitter.com/yourbusinessname.

Unlike most other sites, Twitter will allow you to change your username as many times as you like via its Settings menu, but it's worth remembering that if you've publicized one username for a while, unexpectedly switching to a new one would not make good business sense.

Note: Although Twitter says 'Enter your real name, so that people can recognize you', this is not best practice for businesses. Here, enter your brand or business name, as it will appear right at the top of your Twitter profile in big, bold letters.

Write an engaging Twitter Bio, use real names Your Twitter profile is likely to appear high up in web search results for your individual or business name, so it's crucial that you use its 160-character bio right (the bio text is used as the search link's description and, of course, appears on your Twitter profile itself).

Use the small space to accurately and succinctly tell people who you are, what you do, and why they should follow you;

use an upbeat tone to reflect Twitter's fun and conversational nature, and if you're an individual, single "descriptor" words separated by commas, lines, or hyphens (e.g. globetrotter | entrepreneur | wine lover..." are commonly used space-savers. If you're a company, it's a good idea to include the real name of the person handling your Twitter account so that customers feel more like they're talking to a person rather than a faceless brand.

If you have room, you might also want to throw in a URL, or @mentions to link to other accounts you are associated with, and even brand or industry-related hashtag, too - but be careful that the latter doesn't mess up the readability and balance of the bio as a whole. Upload an effective Twitter profile image Ditch the default Twitter avatar and use a headshot photo of yourself or your brand logo – text works too, if the name is short enough.

You could even combine the two, but make sure that a face is clearly visible - Twitter's one-to-one interactions mean that people will identify much more closely with a profile that displays a person's smiling face rather than the dreaded default 'egg' image or something similarly anonymous.

Twitter recommends that your profile image be uploaded at 400 x 400 pixels. To edit your profile image, click the "Edit profile" button on your page and then "Change your profile photo."

Create a custom Twitter header image In April 2014, Twitter rolled out a new version of its desktop profiles, complete with a big 1500 x 500 pixel Facebook-esque header image - a large banner that spans the whole width of the profile, ripe for customizing with your own design.

How you choose to fill the header image is up to you, but tactics similar to Facebook - simple branding, highlighting promotions, featuring customers, spelling out your mission statement, etc., are a few of the most common strategies. To edit your header image, click the "Edit profile" button on your page and then "Change your header image."

Note: Download a Twitter header template optimized for desktop and mobile screens (and lots of other great stuff) via the Premium Content Bundle chapter of this book. Should you post your Tweets to Facebook ?

The Apps menu within Twitter’s Settings include the option to send your tweets automatically to your Facebook Page. Whether you decide to use this is personal preference - but my advice would be to avoid it, for several reasons.

Chances are that you are going to be posting on Twitter much more regularly than Facebook, so you risk the chance of spamming (and upsetting) your Facebook fans. Additionally, you want people to be fans of you on Twitter AND Facebook and to be able to offer both audiences a unique, valuable experience.

They won't come to Twitter if they can get it all on Facebook. And finally, but perhaps most importantly, automated posts (whether written by hand or produced by a bot) are never received as well as a post that is individually crafted for its intended audience.

The ways you communicate with your Twitter and Facebook audiences are different, so it's best to keep them separate. Consider applying to be verified on Twitter Getting verified on Twitter - earning a blue check mark next atop your profile - is highly sought after, and often tricky to earn. Once reserved for celebrities and other high-ranking users in specific fields like journalism or government, anyone (or business) can now apply.

Although not at all essential to make a success of yourself on Twitter, verification is a sign of high authority and authenticity, so it might well be worth applying if you feel like your brand would significantly benefit - but it might be worth biding your time, especially if you're new to Twitter.

Twitter only rewards consistently active accounts with a verified check mark, so if you aren’t tweeting often, you aren’t helping Twitter reach its goal of directing people to accounts that people will want to follow and engage with, and they’re unlikely to approve your request. If you're ready to go ahead, here's what you need to do:

1. Visit Twitter's verification request form page to start the process
https://verification.twitter.com/welcome.
In order for your account to be considered, you’ll need to have the following elements present and correct within your profile:

a verified phone number, confirmed email address (@yourcompany.com, not a free web account like Gmail), an accurate bio (the bio should specify an area of expertise or a company mission, a professional profile photo and header image, your website, and all tweets set to Public.

2. Twitter will ask you to enter up to five websites that can be used to identify you, and associate you with your Twitter account.

As your bio lists your official website, there's no need to add this again. Instead, link to other websites that showcase your influence, such as appearances in the news or other high-traffic sites.

3. Lastly, you'll see a section where you can freely state our case; a space to tell Twitter why you think your account should be verified.

If you’re applying as an individual, explain your public reach and specific instances where you’ve made headlines within your field. For brands, highlight your vision, what steps you have taken to achieve it, and the successes along the way.


Twitter will email you when a decision has been made, and you’ll know that you’ve been verified once the @verified Twitter account follows you.


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