Facebook can seem daunting when trying to grow your business online. With the ever-changing algorithms, endless strategies for posting, and the need for all things data-driven…it’s no wonder some businesses just throw in the towel. Check out our 7 Facebook guidelines below that will help you find success while following social media rules:
1. Expand your reach and engagement by keeping customer interactions on Facebook.
Seems easy enough, right? Linking out of Facebook to your website or a fun post however, is tempting when trying to fill your monthly content calendar. You will quickly notice that these linked posts are not making much traction. This is intentional by Facebook, ranking and prioritizing content that keeps people on the platform. Instead, focus your content on:
- Authentic posts that contain videos, images, or informational styles images that keep followers on Facebook
- Ask questions or start fun discussions among your followers
- Have your followers share input, experiences or photos
Share links occasionally, just not all of the time.
Giveaways on Facebook are a great way to spread the word about your business and grow your following. There are specific rules to follow for your contest to be a success:
Where can you host a giveaway on Facebook?
You can host a giveaway on a Facebook Page’s Timeline, in a Facebook Page Tab, and on a Facebook App page. You can’t host a giveaway on the Timeline of a Personal Profile
What Facebook Giveaways Must Include
Your Facebook Giveaway’s Official Rules (or a link to it on another page)
Who is eligible to enter your giveaway (based on age, location, etc.)
Acknowledgment that the giveaway is not (at all) sponsored by, run by, or associated with, Facebook
Acceptable Entry Methods:
You can ask people to do any of the following actions to enter your Facebook Giveaway:
Like a Post
Comment on a Post
Post on a Page
Message a Page
Submit personal information in an entry form
User-generated content like a photo, video, or text
Vote in a competition
Unacceptable Entry Methods:
You aren’t allowed to ask people to do any of the following actions to enter a Facebook Giveaway:
Share a Page
Tag themselves in a photo that they aren’t in
Post on their own Timeline
Share on a friend’s Timeline
Like-Gating:
One thing we get asked a lot about is Like-gating: Requiring a person to Like a Page to enter.
You used to be able to do this using a Facebook Contest App like Wishpond, but Facebook no longer tells us who has Liked a Facebook Page, so we can’t use it as a required entry method.
2. Beating the algorithm
Facebook Stories, while not a new feature, can be an amazing asset to skipping the algorithm and putting your content directly in front of your customers. This is a great supplement to the content on your timeline.
3. Keep it positive
This year, Facebook has initiated the best practice of explicitly publishing positive and uplifting content. Don’t immediately jump to ‘motivation monday’, but rather be real and focus on great things happening for your business, community, and customers. Some ideas could be success stories, meaningful tips, or fun Q+A sessions.
4. Videos are always the way to go.
If you want top-performing content, then videos are a must. Facebook Lives or tutorials about how to use your site are great starts. Videos are the most bang for your buck for achieving your social media goals.
Facebook does have best practices when it comes to video, though. This includes:
- Creating some sort of introduction for your video (an intro slide or greeting) to hook viewers from the beginning
- An appropriate aspect ratio (1:1 or 9:16) for mobile devices given that most Facebook traffic comes via smartphones
- Incorporating captions for the sake of accessibility, reaching viewers watching on silent mode and added entertainment value
5. Word of mouth still means something
You can post all day every day, but if no one else is promoting with you, then it could feel like a waste of time. Start by having employees advocate by providing mentions and shares.
Get involved in Facebook Group Marketing, which reaches a smaller audience, but creates a specific bond with followers.
6. Consistent Communication is Key
Use Facebook Messenger to engage with customers. We know you can’t be on the clock 24/7, so use canned messages that answer common questions and highlight that you are actively participating customers.
Answer comments and questions in your feed. Treat customers like people and conversate!
7. Data-driven is everything
Tracking data means asking the hard questions. Do you know which types of posts score the most interactions? How long are people spending watching your videos? Are your followers up or down this week? Finding these answers is how you find success on social media.