Facebook Live Marketing Talks: Driving Brand Engagement

By Alyson Campbell (@acampfashion)

Facebook hosts “Live Marketing Talks” to give brands insights into how to build their audience and engage their community. In its most recent talk on September 13, the discussion centered on what brands can do to further drive engagement using Facebook tools, with the most important brand resource tool being News Feed. Here’s a list I’ve compiled of Facebook’s best tips and tricks for using the platform to its utmost potential for brand pages.

Quality Over Quantity

It’s been said before, but it’s not practiced enough – focus on quality over quantity. You don’t want to inundate your fans or even potential followers with loads of content. Rather, determine your best content and push it out through News Feed, the most visible and trafficked tab on Facebook.

Be Relevant and Timely

It may also seem like a no-brainer, but as a brand, it’s important that you know what’s going on out there outside of your company. Engage accordingly, less you end up with a PR blunder like NRA’s untimely tweet following the Aurora theatre shooting, for example.

Be Visible

It’s not enough to promote your content. If it’s not also on your fan page, it’s not going to get the maximum number of views and it will limit your promotion.

Make Your Mark

Ensure that you’re not only targeting your fans, but also potential fans. It’s especially important to focus your efforts on friends of fans since they are not already your direct fans and will be more likely to like your content if they know their friends do.

Build in Budget

Getting premium placement does require some monetary spend. Keep in mind it’s a competition out there to get the most visible placement. If you bid as high as you can in your auction, you will ultimately get the visibility you want and start your promotion off on the right foot.

Smartly Craft Your Campaign

Promote a page specific to your appropriate audience for your campaign. The most important piece of advice is don’t mix your campaigns. If you have multiple campaigns running at once, it not only inundates your audience, but is confusing and won’t allow you to target your audience accordingly.

Turn Up the Volume

Think smartly about how you can amp up your presence. If you really want to see people liking your page, have something to promote so you can amplify engagement; that way it will also show up in your recent stories when people have liked it. Don’t have content to share? Craft new content and always remember the first point – quality over quantity.

Image courtesy of Facebook.

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