7 Ways To Get Real Value From Your Company’s Facebook Presence

Not all brands man­age to actu­al­ly get real val­ue out of their Face­book pres­ence. Use these effec­tive tips to help reach your Face­book audi­ence.

Pat Hong By Pat Hong from Linkdex. Join the discussion » 0 comments

Many busi­ness­es feel that hav­ing a Face­book pres­ence is a must these days. After all, every busi­ness is on Face­book, right? How­ev­er, not all busi­ness­es man­age to actu­al­ly get real val­ue out of that pres­ence. In fact, most don’t get much out of it at all. This is a huge missed oppor­tu­ni­ty. Face­book is the biggest social net­work, with the most active users, and peo­ple are con­stant­ly look­ing at infor­ma­tion, and being trig­gered by what they see. If there is a chance to “meet” your tar­get audi­ence, it’s on Face­book. This is where your audi­ence is, and if you want to reach them effec­tive­ly, you need to opti­mize your pres­ence.


It can be a chal­lenge for many brands to put out the right mes­sages to their audi­ences on Face­book. The social media plat­form remains one of the best ways for brands and con­sumers to con­nect, and the ver­sa­til­i­ty of the plat­form gives brands the oppor­tu­ni­ty to real­ly show what they are about via dif­fer­ent kinds of media.

Face­book has become a cru­cial plat­form for brands to be present, and ready to engage with con­sumers. It pro­vides a rich media, and inter­ac­tive uni­verse for brands and con­sumers to con­nect, but many brands are still opti­miz­ing their chan­nel and the way their brand is pre­sent­ed.

Research has made the case that there is prov­able val­ue for brands on the plat­form. Accord­ing to one study by syn­capse, the aver­age val­ue of a brand Face­book fan in key con­sumer cat­e­gories increased 28 per­cent to $174 between 2010 and 2013. For cer­tain brands, this can be even greater: a Zara fan on Face­book is said to be worth $405.54, and fan of BMW is said to be worth very healthy $1,611.13.

fan-value-facebook

Anoth­er 2010 study of brand fans of the plat­form, by Vit­rue (since acquired by Ora­cle), con­clud­ed that each fan gen­er­at­ed $3.60 in media val­ue based on an esti­mat­ed aver­age impres­sions val­ue of $5. While slight­ly out­dat­ed now, by these cal­cu­la­tions, brands with mil­lions of fans are gen­er­at­ing tens of mil­lions of dol­lars in media val­ue from their Face­book chan­nels.

How­ev­er, for every suc­cess­ful brand, there are sev­er­al more who aren’t doing their brand jus­tice. These days, engag­ing on Face­book isn’t about recy­cling the cor­po­rate ethos, or pro­mot­ing a brand’s adver­tis­ing, but pro­vid­ing con­sumers with a sense of authen­tic­i­ty, giv­ing them a por­tal on which they can eas­i­ly con­nect, and pre­sent­ing a brand per­son­al­i­ty with whom cus­tomers can like and inter­act, just as they would with a friend on the social media net­work.

Show The Brand, Or Show The Company?

OK, so the two aren’t exact­ly mutu­al­ly exclu­sive, but in the con­text of Face­book there may be a sub­tle dis­tinc­tion. A brand is an iden­ti­fi­able enti­ty, a ref­er­ence point for which con­sumers can asso­ciate a ser­vice or prod­uct. The com­pa­ny on the oth­er hand, is who you are – the staff and per­son­al­i­ties, and more impor­tant­ly, the shared val­ues and objec­tives which the brand holds dear.

To help brands work bet­ter on the chan­nel, here are sev­en tips on how to max­i­mize a brand’s pres­ence on Face­book.

7 Tips For Presenting Your Company On Facebook

1. Be Authentic

Authen­tic­i­ty, and the abil­i­ty for a brand to put out authen­tic con­tent, is fast becom­ing one of the most valu­able traits for a brand.

Espe­cial­ly among key tar­get groups such as mil­len­ni­als, hon­est­ly and authen­tic­i­ty are seen as fun­da­men­tal char­ac­ter­is­tics upon which con­sumers build the emo­tion­al con­nec­tions they are look­ing for with brands.

modcloth-authenticity

Brands such as Mod­cloth allow their staff to engage per­son­al­ly with fans and users. This cre­ates a sense of authen­tic­i­ty that encour­ages a healthy brand rela­tion­ship. It’s very pop­u­lar with their large­ly mil­len­ni­al audi­ence.

2. Tell A Story With Your Product

Face­book is con­stant­ly being updat­ed to sup­port the plat­forms and media that con­sumers are using, and the con­tent they are con­sum­ing. In our fast-paced dig­i­tal lives, this isn’t just with words – it’s pho­tos, videos, shares, and likes. Dig­i­tal inter­ac­tions have become so much a part of our lives that even a few clicks can have mean­ing today as a relat­able expe­ri­ence.

On Face­book, a world of vir­tu­al enti­ties and tran­sient inter­ac­tions, even oth­er­wise inan­i­mate objects – your prod­ucts – can tell a sto­ry. So make your prod­ucts come to life. This video from A.1. sauce is a per­fect exam­ple of what’s pos­si­ble with a lit­tle cre­ativ­i­ty:

3. Share How-Tos

How-tos pro­vide gen­uine use for con­sumers, and are one of the best ways to encour­age engage­ments, and build pos­i­tive sen­ti­ment with con­sumers. This type of con­tent can be a tremen­dous­ly valu­able asset for your com­pa­ny, espe­cial­ly for ver­ti­cals such as fash­ion and make­up, where con­sumers active­ly seek out and appre­ci­ate how-tos.

4. Use Video

2015 has already been her­ald­ed to an extent to be a big year for Face­book Video, with the net­work rolling out spon­sored video ads for brands with­in the News Feed for a $1 mil­lion-a-day price tag. In the brand video adver­tis­ing are­na, the bat­tle lines are already being drawn between Face­book and YouTube, and this is a tes­ta­ment to the increased val­ue of Face­book video adver­tis­ing amongst con­sumers. As report­ed in this post by Kel­ly Wrather, 40 per­cent of John Lewis’ over­all impres­sions for their huge­ly suc­cess­ful Christ­mas Video Cam­paign were sourced from Face­book.

5. Testimonials

Get­ting cus­tomer tes­ti­mo­ni­als on Face­book can pro­vide tremen­dous val­i­da­tion for your brand. Research has shown that a sin­gle social rec­om­men­da­tion from a trust­ed source can improve pos­i­tive sen­ti­ment by 9.5 per­cent, and can be con­sid­ered more influ­en­tial then price or brand fac­tors in con­sumer mind­sets.

A blog post by wish­pond offers four strate­gies for increas­ing tes­ti­mo­ni­als. Con­tests encour­ag­ing con­sumers to engage can be a great way to get them to share reviews and expe­ri­ences of your prod­ucts.

6. Respond To Questions & Complaints

The way con­sumers are voic­ing their com­plaints to brands is chang­ing. Social media offer con­sumers empow­er­ment, as well as con­ve­nience, and it’s no sur­prise that more peo­ple are turn­ing to social media when they have a ques­tion or com­plaint.

Com­plaints can be a fan­tas­tic way for brands to address con­sumer griev­ances and pro­vide reas­sur­ance to con­sumers who are hav­ing a neg­a­tive expe­ri­ence.

dell-facebook

Do you real­ly want mes­sages like these fill­ing your feeds? Of course not. Thank­ful­ly com­plaints are a great oppor­tu­ni­ty for brands to address con­sumer griev­ances and reas­sure oth­ers.

7. Link Back To Your Website

Link­ing back to your web­site can help your cus­tomers or poten­tial cus­tomers get a bet­ter under­stand­ing of your com­pa­ny or brand.

Gen­er­al­ly, peo­ple like to read short and suc­cinct sto­ries on social sites. But some­times you want to or need to go more in depth. In these cas­es you “trig­ger” your cus­tomers to click through to your web­site to read more (e.g., to a blog post or a page that explains a new fea­ture).

Make sure you con­nect your chan­nels by link­ing them togeth­er. In oth­er words, don’t leave your cus­tomer on Face­book, take them to the next step – it’s a huge num­ber of fans you can poten­tial­ly con­nect to your web­site.

redbull-facebook

Pat Hong

Written by Pat Hong

Editor at Linkdex/Inked, Linkdex

Pat covers the SEO industry, digital marketing trends, and anything and everything around Linkdex. He also authors Linkdex's data analysis and reports, analysing the state of search in various industries.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

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