Facebook is fast becoming one of the most powerful online PR tools. It is the third-most visited site* outranked only by Google and YouTube and worldwide there are over 2.70 billion monthly users and 1.79 billion daily users*.
Using Facebook as an online PR tool allows you to increase your reach exponentially, getting in front of interested people with engaging content when and where they are receptive to the message.
But it can be hard to figure out how to leverage Facebook, so here are our top ten tips to help.
Consider your goals
This is an important tip for any area of PR and it’s especially true when you’re trying something new. Before you spend one more minute on Facebook, make sure you understand why you are there. Are you trying to generate leads, engage customers, increase website traffic, or something else? If you are going to be successful with your Facebook strategy, what does that look like exactly?
Profile picture perfection
Make sure you choose the right profile picture because people will see it every time they come to your page. It works well to use your business logo. It's the simplest visual representation of your business. It will show up next to everything you post and will have a prominent place on your page, so it’s important to get it right.
Nail the ‘About’ section
The “About” section appears right below your cover photo and it is the first place visitors will look to determine who you are and what you do. It should be clear, concise and compelling because it may be a potential customer’s first point of reference for your business. Include key information about your business, such as your website, hours, and contact information as well as any offers you have for new and exisitng customers.
Use cover photos and pinned posts
When you are promoting particular news or content, use your cover photo and a pinned post to support your efforts. A pinned post is a status update that you manually select to stay at the top of your timeline, meaning it will not slip down the timeline as you continue to add other posts to your page.
The cover photo (as opposed to the profile picture) is the most visible part of your page, so make sure it looks great and update it often.
Target your posts and use relatable content
You can target your posts to particular audience segments and demographics. By tailoring your posts, you make them more impactful to the audience you are trying to reach. The message should be relatable to your audience and don’t forget to end your posts with a call to action. Don’t assume that the audience knows what to do. Tell them clearly what action they should take and add a button they can click on to get in touch or take up your offer.
Quality not quantity
Research suggests that posting too often puts your audience off. Quality and relevance are the key, not quantity. Worry less about posting a certain number of times each day, and put more thought into the variety of content your audience would love to consume and potentially share on their own pages. Tell your stories in unique ways using case studies or quirky stats and they will resonate - and help you achieve the ultimate = your posts will be shared to grow your reach and following. If you are featured in/on any media make sure you share from their social media and tag them on your post as this third party endorsement and reach is a great way to leverage PR and grow your profile.
Measurement is essential for every PR activity and Facebook is no exception. In order to improve your page, you need to understand which posts get the most attention and engagement. Be sure to use tracking codes and Facebook insights to measure the success of your content and take the time to review the return on investment and/or the cost of acquiring a new customer.
Include videos and images
Visual content should be central to any social media strategy. Anything too ‘wordy’ is likely to be ignored. At the moment videos are conquering the digital world and Facebook continues to offer brands more opportunities to engage followers directly via video content.
If you look at your past results on Facebook, you may find that posts published on certain days of the week or time of the day perform better. There’s no hard and fast rule for what time to publish, so you’ll need to analyse the habits of your unique audience.
Engagement is everything!
We’ve saved the most important tip for last. Don’t forget that Facebook is a two-way conversation. When someone posts a comment, asks a question, requests support or even posts a complaint, respond as quickly as possible. Consider using social media monitoring software like Hootsuite or Meltwater that alert you to user comments to ensure you don’t miss a thing.
Facebook and other social media channels are now more than ever an important part of your PR strategy. With clear goals, good measurement tools, and a focus on quality and responsiveness, you can make the most of your Facebook community and grow your audience and profile.
If you would like support with using Facebook as a PR tool, we are here to help, so don’t hesitate to contact the Profiler PR team at firstname.lastname@example.org
*For more Facebook statistics visit - https://investor.fb.com/investor-news/press-release-details/2020/Facebook-Reports-First-Quarter-2020-Results/default.aspx