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How to Effectively Manage Your Facebook Business Page

What is the definition of an effective Facebook business page? Surely a page that is thriving with daily interaction whilst adding value to your business as it deepens brand story (creating word of mouth and familiarity over time) and generates direct revenue?

Let me guess the journey of your Facebook business page so far…

  • You started out very enthusiastically
  • You presumed the likes you were building would instantly translate to revenue
  • They didn’t
  • You boosted a few posts
  • You were excited by the ‘instant response’ of likes and comments
  • The engagement fizzled out
  • Posts got less regular (and less inspired)
  • Your page is now like:

140044286_5c4552af8e_z (Image credit: Flickr)

Here’s 5 essential tips for helping you approach it the right way:

  1. See your page from your (potential) customer’s perspective
  2. Don’t be so literal. Just because you sell t-shirts doesn’t mean every post has to be about t-shirt designs, or the latest fabric innovations. e.g. Do you sell a t-shirt that references a certain ideology or philosophy? There you go. Expand on this. Post about this. Not the t-shirt. Once you get in to the habit of abstracting in this way to fuel content, you’ll soon be brimming with ideas, and your page will come to life
  3. Consistency is king. By this, I mean the consistency of which you post page updates. Even if you made one post per month, and each post was incredibly interesting and inspiring, this is better than one post here, six here, none for months etc. If you have no consistency in your presence, people won’t form a reliable relationship with your content. Imagine a friend who called you every day of the week, for one month. Then disappeared for a year, then emailed you fifty times in one day. Pretty sure you’d run a mile
  4. Communicate a brand personality. Think about business in depth. Not just what you do or what service you provide, but also why you provide these services, how you do it and what kinds of ideas, themes and ethics you want to be associated with
  5. Relax. Most businesses are so uptight and afraid of offending anybody or fending off potential customers that they completely strip their company of any voice or set of ideals, trying to be ‘everything to everyone’ and in the process: being 100% boring

Whilst professionalism and efficiency are really important when providing a service, they’re not the most important thing when providing content. Content isn’t a service – nobody is paying you for your content. Loosen-up a bit and converse; be human instead of strictly corporate.

Don’t take our word for it. Go take a look at the biggest brands of the world; take a look at their Facebook pages and Twitter accounts. They’re actually all a bit late in latching on to the style (as large corporate entities often are), but you’ll notice how they all attempt to exploit trends, common discussion, refer to music and social discussion, and generally associate their brands in more casual ways, such as Pizza Hut’s recent hilarious riff on Kanye West.

Build a relationship with your readers and the rest will follow. You will naturally figure ways to tie content to your products and services over time. It should feel sincere. You want people to buy your products and use your services, but surely you also want people to say:


By Nick Sullivan

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