3 key investments B2B companies need to make for a successful Facebook page
Earlier this year, investment goliath Goldman Sachs announced a job opportunity for a social media strategist. While the B2B banking and securities firm acknowledged the risks of becoming active on social media, it also recognized that remaining silent was doing more harm than good. People were still talking about Goldman Sachs online even if the company wasn’t. In turn, the company knew it needed to take a proactive approach to social media and begin managing those online conversations. In order to do this effectively, it needed to make the investment to hire a full-time social media strategist.
Like any business operation, in order for your B2B Facebook page to be successful you need to learn from Goldman Sachs and make the proper investments in the page.
1) Hire a Facebook page administrator
Your B2B Facebook page is an important communication vehicle to your clients and customers. It’s not something that can be done in “your free time” or “when you have a minute.” After all, you don’t send your invoices in your free time. Instead you recognize the importance of getting those invoices out in a timely and consistent manner so you hire an accounts receivable employee. The same concept holds true for your Facebook page. It takes time to ensure that posts are consistent and relevant to your followers. It takes time to track and monitor the page and its posts for relevancy. And it takes committed time to ensure that posts are consistent. For some B2B companies, particularly small B2B companies, hiring a full-time, in-house specialist isn’t an option. However, hiring a consultant is a cost-effective solution.
2) Create an editorial calendar
A formal editorial calendar can help you maintain a consistent and relevant posting schedule for your B2B Facebook page. Depending on user engagement, posts should be made 1 to 3 times daily. Therefore, the editorial calendar should list not only the topic for the day but the time the post will be made as well. For example, Mondays at 11 a.m., post a how-to podcast. Get as specific as possible and provide some room within the calendar for tracking each post.
While the calendar will help provide consistency, it should also be fluid. As you track the posts, tweak them to make them more relevant to your followers. Also, remember to be flexible and swap out posts if another potentially more relevant one develops.
3) Create good content
The key to a good Facebook page is one that generates user engagement. What does that mean? You will need to develop educational and informative content. Develop the content around significant events within your business, industry, or even community. For example, let’s say your business is accounting. For you, April 15 is a big day. This day should be on your editorial calendar. Lead up to Tax Day with informational and educational posts to help your followers prepare for Tax Day.
Facebook, though, is also about connecting on a personal level with your followers so in the midst of these educational and information posts include some that are fun and light-hearted. Celebrate Administrative Professionals’ Day with a fun post thanking your admins. Or how about a funny April Fools’ Day post with an office prank video? Also, track any key local community events. If your business is located in Newton, Massachusetts, then you should be celebrating any community events or accomplishments on your page.
All of this takes time, which is why Number 1: Hiring a Facebook administrator is so critical to successfully accomplishing the rest of the list. Having a dedicated person to champion the page and its posts is the key to not only connecting with your followers but also building a strong relationship with potential clients and your brand name, which, in turn, could yield to a boost to the bottom line.
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