Audience profile - who do you want to target?
It's very important, at the very beginning, to determine the audience of your message. If you have an online store you can think about nationwide reach, you can define the recipient by choosing their gender, age, etc. If you run a hairdressing salon in Gdansk, in the district of Wrzeszcz, you can look for potential recipients in the Tri-City area or narrow the circle of people to whom your ad will be displayed to a particular district, range of kilometers. Remember also that the message must be clear and readable - you must have an idea for the fanpage. The nature of the posts and their themes must be uniform, consistent, and relate to a specific industry.
An example?
If, for example, you run a fan page of a business consulting company or your services are aimed mainly at executives, it's hard to expect your audience to react enthusiastically to a post featuring an adorable kitten or a celebration of the last Friday of the week at your company. Remember that you are building relationships with your customers through your fanpage, and they expect substantive content from your page.
What's too much is unhealthy.
Consider whether your audience wants to see 3 or 4 posts posted by you every day. Such pushy actions are discouraged, considered tactless and simply annoying. It is plain spamming with messages. A potential recipient may be afraid to "open the refrigerator." Your company will begin to be negatively associated, which is not what we want after all. Create a schedule of posts for each month, you can diversify the publications with interesting facts, thematic series. Substantially consistent materials will arouse interest.
There can be only one boss...
It's quite unobvious, but believe that one person delegated to run social media channels will guarantee you a unified and consistent message. The wrong solution is to delegate these tasks to different people in your company. Several administrators will bring chaos and disrupt not only the posting schedule, but may disrupt the whole concept. Everyone has different ideas, a different vision for a given post - this is not good. The posts are not logical, the profile becomes a mess, because we have the so-called "soap and soap". One person should oversee all social media activities: adding posts, creating graphics, motivating conversations, reading and responding to comments and messages. Only then is the profile run truly professionally.
Attract attention, arrest, provoke reflections and encourage interaction....
Did you know that the recipient sees a given post "pop up" on the board for about 2 seconds? In practice, this means that a significant number of people who see your post will skip it and scroll the screen further. Few Internet users will stop and click. Wanting to keep the viewer for a longer period of time you need to intrigue them with something, it can be a graphic, a controversial, thought-provoking slogan. The next step is to construct the post so that the recipient can identify with it and want to take part in the conversation. Ask questions, have conversations - this is always welcome and, of course, also has a good effect on profile visibility.
Monitor the results - keep your hand in!
Remember to try to keep up to date with statistics and analyze them. The statistics presented by Zukenberg's social invention, are clear and transparent. You will learn from them which post was most read, which will allow you to duplicate the best patterns and learn from possible mistakes. You'll also learn which target audience was reached and the reach of a particular post. If something has gone wrong and the statistics are not the best you can counteract - under no circumstances "fold your arms". Create a new advertising campaign, a paid post, organize a contest, a Facebook event - these are among the many ways to gain new customers, regain the trust of your regular audience and improve the visibility of your fanpage.
Outreach and engagement - full fraternity...
Today, many professionals are wondering: which is more important - outreach or engagement. As it happens in life, the truth lies in the middle. Besides, it is worth noting that engagement affects better reach and vice versa - one follows from the other. If you create an intriguing post, you will get a large number of "likes," fans will start adding comments, and thus the post will be seen. What matters is the actual traffic to the site, not the number of views. Interaction means: "this made me curious, I want to learn more!".
Invest in paid advertising, but with caution
In most cases, the most important factor in increasing the visibility of a fanpage is the scale of spending on advertising campaigns - following this line, an integral part of the fixed costs associated with running a fanpage should be the budget for building reach.
There are important limitations associated with posting paid, sponsored posts. Facebook has its own rules and regulations governing the promotion of material. What is permissible in a regular post is not always possible in a post you want to promote. And so, for example, you can't show photos illustrating diseases. You also can't put text on graphics that take up too much of their space, etc.
Do you need an agency to run your social media profile?
Running a one-person business in the local community - not necessarily. However, if you want to appear with your brand on a really large scale - certainly yes. It's not even that you won't be able to create effective posts yourself. An interactive agency has specialized tools to support all social media activities. It will also take care of the complexity, optimize the process and guarantee the highest quality. If any problems arise, the staff of interactive agencies know how to "put out the fire". It is worth noting that the team of marketing agencies are people who know the latest trends in social media - this is not insignificant. Semguru is a team of specialists in the field of social media - qualified specialists who deal with graphic designers, creation of appropriate content for social media, good research. By entrusting the running of your social media profile to professionals, you are sure that they will take care of the best possible image of your brand!
