I don’t know about you but I read so many generic, copycat articles concerning Facebook advice. Most mention such things as creating ‘engaging content’ and ‘entering in to a conversation’. All completely correct of course however I’ve heard social media ‘gurus’ touting the same thing for 6-7 years. No-one ever seems to have genuine tips – until now!
I manage a brand page that has 50,000+ highly engaged fans so I just wanted to share some tips that come in handy for me on a daily basis:
1. Facebook Image Sizes
This is a balancing act between sharing high quality images and making sure that those images look as good as possible within Facebook. First of all, make sure that the image you start with is at least 2mb. Then use Photoshop or which ever software you prefer (Ifranview is a good, free image resizer) and reduce the pixel size of the image. Facebook images are 403×403 px but you don’t want to go down this small as when your fans open the image it stays too small. I usually reduce the image to around 600-700 px, keeping to ratio the same as the original. This way most of the image still gets displayed in people’s newsfeeds, but there’s still a little added value in them clicking to open up the full image.
ADDITIONAL: I’m told by Luke Williams (Social Media Coordinator at the RNLI) that he resizes to 843px to ensure images look ok when ‘featured’ on a timeline.
2. Promoted Posts
Yes, these days we pay Facebook to get fans and we then have to pay Facebook for the majority of those fans to then hear what we’ve got to say. When you go to ‘promote’ a post, Facebook will give you a list of budgets to select. Now this is anecdotal, but try selecting the highest budget possible but STOP the promotion once it’s spent however much your actual budget is. So you have £31 to spend, set it at £500 but then pause once you’ve spent £31. I find that this seems to hugely increases the ‘pool’ of people exposed to any single post, just don’t forget to stop the promotion.
3. Respond & React
First came one way, broadcast messaging, then came ‘two way symmetrical’ (uh oh they’re answering back and talking to each other.) Now we have this situation where brands are sharing things with fans, who share things with their friends and fans are sharing things with brands. Brands need to then make sure they share these nuggets of insight around the wider business.
You need to keep a constantly close eye on the notifications/admin area of your page. For every person that says ‘me too’ or ‘love this’ etc etc you can show fans you heard them and you’re listening, by ‘liking’ their interactions with you. If they posted a justifiably negative comment, you need to look in to that too, gather more info, speak to customer services and offer to help. If it’s a compliment about the Swindon branch – pass that on the goddam Swindon branch (they’ll love you) and tell the fan you’ve done this. If a fan says how they hate the little bit on the packaging that always rips then pass this on to Johnny in innovation/NPD – it’s just what he wants to hear!
4. Facebook To Drive Other Channels
Ok so you spent 6 months just trying to get sign off on that Facebook advertising budget. You don’t HAVE to use that for building just your Facebook page, you can use it to cross-pollinate your social platforms! If you’ve just started your Pinterest account, you may have noticed that there is no Pinterest advertising. Same for Instagram. Share a photo as part of a post and then expand on that image by creating a board of similar images on Pinterest. Link to this board “more over on our Pinterest page <link>”, from your Facebook post and promote the post – voila a bunch of people wil now visit you on Pinterest and you’ll see that follower count increase. There are many other ways to get the most out of your Pinterest page…
5. Devil’s In The Detail
Just because Facebook generally allows for a casual, more informal tone of voice, this doesn’t mean you can allow the quality to drop. In fact, you may find that your Facebook fans, being the committed, passionate bunch they are will be very helpful and forthcoming in correcting any mistakes. Double check everything, then check it again. Then check the links. Unfortunately, Facebook doesn’t allow you to preview photos so set up a ‘test’ Facebook page to avoid sideways or pixelated photos. If you’re not sure how something’s spelled, look it up in the dictionary. Old school I know but useful to be able to cite the OED when you get in to the whole US vs UK spelling discussions…