Facebook is not a billboard, and should never be used as such.
There seem to be a few lines of thought on social media when it comes to what professional, corporate, and business pages are for – and what that strategy should look like.
For some, Facebook is either just a way to post funny memes and videos to get attention and add likes (the ego centric, “Hey look at us” model), or it’s just a place for a company to post about and sell its product and nothing else (the sales only model). Neither is correct – but both kinds of uses have their place as part of a well planned social media strategy.
Why do I say that Facebook is not a billboard? Because if you ONLY ask for the sale, without giving fans anything of value in return, you end up getting Facebook to not show your customers anything, which is the opposite of what you’re trying to accomplish. The algorithms of Facebook are finicky, and can be a confusing part of your social media plan. Facebook’s algorithms are specifically designed to give relevant and interactive content to it’s users. Facebook is actively looking for items and content that members will act on and view – and share with other members of the community. That’s the “social” part of social media. The more value your company adds to Facebook’s community in the form of engaging and useful information, the more Facebook’s algorithms will serve your posts to page fans and followers.
Next week we will be exploring more of this topic