Facebook: The New Generation, p.4

  • Frequently post interesting info with plenty of graphics. The only way to continually attract attention to your Facebook page is via constant updates to your page. Fortunately, you can post to Facebook a few times a week or, in some cases, every day. Generally speaking, Facebook users won’t consider this annoying. After all, those who ‘friend’ you are clearly saying they are interested in what you have to say. Just be sure it’s interesting and includes images or video often. Graphics are the lifeblood of Facebook. “For the beauty industry, posting photos seems to generate a lot of interaction with people. We are in a very visual industry,” says Michelle Courtney, founder of True Beauty Store, based in Eugene, Oregon. Adds Alan N. Glazier, author of Searchial Marketing: How Social Media Drives Search, “I update the page regularly so it remains interesting and fresh, and I try and draw attention to posts that contain video.” Trenton Hughes, owner of 1st Choice Hair & Beauty Supply Store, in Mobile, Alabama, is another big believer in updating. He continually posts fresh info about special sales on his Facebook page. “This constantly reminds our Facebook fans that we are open for business,” he says.
  • Engage, don’t broadcast. If you’ve had a business page on Facebook for any amount of time, no doubt you’ve already heard this, but it bears repeating: Businesses that use traditional methods to broadcast their brands on Facebook are generally received with a collective yawn—and sometimes worse—from Facebook users protective of the social network’s culture. Quite simply, Facebook users expect a conversation from the businesses they befriend and they expect it to be authentic. Says Kim Snyder, owner of Overall Beauty, based in Elk Grove, California: “I am not really overly pushy about it. I use Facebook more for sharing information, not sales. It helps drive traffic to my website.” Adds Glazier, “You can never create too much content, as long as that content you create brings more value to your visitors than yourself. Social-media efforts are successful only when you give away your expertise and knowledge, and the same goes for Facebook efforts. Keep your feed full of useful blogs, tips, videos and information. Market less than 20% of the time, or market subtly with giveaways and contests, so people feel like they’re deriving some benefit by participating within your network. I can’t emphasize enough how important it is to create content and proliferate it. It’s really the only strategy that works.” Esposito concludes, “It’s simple to set up and even more simple to manage. Like everything else, it involves some research and understanding. It’s actually fun. You can instantly see and review your work to gauge its success and response. Finding that perfect formula will dramatically increase sales, brand awareness—and, of course, the most powerful thing of all—fans, or subscribers.”

Joe Dysart is an Internet speaker and business consultant based in New York City.