3 Facebook Posting Objectives
#1 SOCIAL PROOF – THE BIG ONE
When a potential new client is researching a brand, they turn to a brand’s social media presence to seek social proof. Social media presence is a frequent data-point in buying decisions:
- 78% of consumers say companies’ social media posts impact their purchases. (Forbes)
- Millennials are 1.6x more likely to use digital channels to learn about new products. (Facebook Insights)
- Customers are 6x more likely to purchase a product if the page includes pictures from social media. (AdWeek)
A business Facebook Page should always be current – It is a peek inside your window right now!
Engaging Images
Engaging Content
Content that establishes you as subject-matter-experts
Smiling faces of staff and clients
Curated and shared content that’s newsworthy or relevant to your target audience
Content that establishes you as subject-matter-experts
Reviews and recommendations
Great posting concepts and material for exposing potential clients to WHO we are:
- Candid photos of our day-to-day.
- Highlight and spotlight our entire team
- Posts about our experiences beyond the office.
- Show authenticity
- These don’t have to be fancy, just real.
- Social Media posting should be a reflection of our culture and our personalities in addition to sharing what we do and how we do it.
#2. SEARCH ENGINE OPTIMIZATION
All traffic generated on the Internet positively affects SEO. Posting regularly provides steady traffic. Google also indexes Facebook Pages in Search.
#3. ORGANIC BROAD CONTENT REACH – RARE AND WONDERFUL
Facebook uses a complex and ever-changing algorithm to drive which content it will distribute broadly. It uses a concept called Edge Rank
- Weight – Is a topic trending? It will often have broader organic reach
- Affinity – Does our audience seem to have an affinity for certain types of content?
- Time-decay – Is the content fresh?
But, as small businesses, we thrive on micro-connections. Even if just a handful of the right people engage with our brand, we’ve made positive connections.
We can also pay for advertising and boosted content to garner broader reach.
CONTENT POSTING PROMPTS
| Monday | Tuesday | Wednesday | Thursday | Friday | Other Content Resources: |
| Motivation Monday; Weekend-Recap of relevant news | Tuesday Tip; Tuesday Reviews Day; Tuesday Newsday | WE-SUPPORT WEDNESDAY: A spotlight on our charitable efforts, causes we support, initiatives with which we align | Throw-Back Thursday– Upcycled Content that garnered past engagement | Upcoming Weekend– Local Events-Based Content | Curated News and Content that’s relevant and engaging to our unique audience; Often tie this in with our expertise. |
| Staff Birthdays and Events | |||||
| Holidays; National Day Calendar | |||||
| Shared content from Pages we follow-referral base, community partners, etc. |