Having a Facebook page and occasionally posting, uploading pictures, or replying to comments does not a successful social media push make. If you wouldn’t simply push content and hope for the best in the non-digital marketing world, why would you attempt to do so in the realm of social media and digital content? Though digital marketing has not yet surpassed physical advertising, it is well on its way to becoming a cornerstone in the marketing world.
With a bit more work, it’s easy to improve your Facebook strategy:
- If you aren’t already, tracking key metrics will give reports of just how successful (or not successful) your Facebook page is. Using Facebook’s own Insights or a more detailed analytics platform like Socialbakers give businesses a jumping-off point to measure, compare, and contrast social media campaigns with competitive intelligence. In doing so, you will be able to see your Facebook performance in terms of reach, engagement, and raw interactions.
- Once you have the data, it’s time to analyze the data. This can be done by firstly measuring the performance over time. Then, analyzing the performance of each and every post and their engagement rates (comments + likes + shares/total audience) will provide you with a formula for what content is better suited for your page. Using post likes may be easier, as businesses can easily compare this number with competitors. Include analyzing all aspects of posting successes, such as the time of the post, type of post (photo, video, link, status update), post author, post topic, and post targets.
- With these numbers in hand, businesses can then understand what types of posts work best for them, which need improvement, and which need to be abandoned all together.
- After making the appropriate changes, consistently monitoring your Facebook’s performance on a preferably weekly basis will only enhance performance and improvement.
- Another tool may be to look at competitors’ posts. Are they garnering more likes and shares? Have they posted within the last six months? Has their “follow” number been dropping or rising? Looking at their posts may also be a good way to pick up useful hints and tips to incorporate into your own strategy. This does not mean copying their content, but to instead learn from their success or failures so you can create your own successful digital marketing strategy.