02
de Setembre
de
2015
Act.
04
de Setembre
de
2015
The visibility of a firm's Facebook posts is something that increasingly concerns companies, especially when the target public is to be found on this social network. At the same time, we have to know that our posts may or may not appear on the walls of our fansand that it is increasingly harder to make sure our target public sees the posts we publish on business pages. How, then, to become more visible?
Firstly, we cannot lose sight of the importance of engagement or, in other words, the interaction with the people who follow us. Engagement implies some type of participation on behalf of our public through a specific action on any of our posts: clicking "Like", sharing or commenting. Engagement is the key element in the visibility of our posts.
Attractive and interesting posts
Company publications have to respond to the likes and interests of the target public, putting forward proposals that attract attention and encourage engagement. Creativity is the best help we have to achieve this goal.
Promotions, lotteries and contests with prizes and gifts work well; questions that create controversy and debate on an issue; facts that awaken curiosity or intriguing information; word games and those that use double meanings, as well as humour in general.
Better text, photos and videos? Posts with images make a greater impact than plain text. And short, original and creative videos can become notorious. Ingenuity, emotion, tenderness and appealing to natural human kindness are resources that usually guarantee success.
When publications are about events experienced in person, situations we identify with in some way, or when images of people we know appear or that we find pleasant to look at, it will be much easier to achieve engagement. If we can get someone to break the ice and comment on our post, this will act as an incentive and it will make it easier for others to do the same.
Empathetic attitude, consistency and regularity
Social networks are made up of people. As obvious as this may seem, we often forget it. Speaking without listening back and posting messages in a one-way direction, without knowing if it is interesting to anyone, are mistakes that are still too frequent. In other words, the people we want to take notice of us, who deal with us in a special and personalised way, who listen to us, need to be 'favoured'. That is achieved by personalising messages and addressing them from a position of closeness.
The contact with our community has to be constant over time. Social networks demand discipline and regularity, to be there, to constantly participate. We cannot disappoint our followers, who are waiting to hear what we have to say to them and for our contributions.
We should know that the road to communication through social networks is a long path that, once begun, cannot be abandoned without the risk of losing, in only a few weeks, all the progress achieved during months of hard work.
Promoted content
Finally, we always have the option of paying to make ourselves more visible. For a relatively small amount of money we can reach more people, even groups of people who still do not know who we are. The main advantage is that Facebook allows us to segment our target public in any way we wish: by age, gender, cultural level, geographical area and other variables, such as tastes and lifestyles. We can reach our fans, but also people who do not know who we are but who have an interesting profile.
The variety of options allows us to decide what we want: fans for our Facebook page, visits to our website, downloads of an app, disseminating a video, event or promotion. They are actions that are flexible in time, in geographical reach and can be adapted to any budget, large or small.
To sum up…
We need to be aware that our posts on Facebook business pages naturally have low rates of visibility. It is estimated that, on average, not even 5% of our fans get to see them. To increase visibility, there are two main routes: that of engagement and that of promotion. The former requires imagination, consistency and a good attitude; the latter, creativity and economic investment. A balanced combination of the two strategies, in most cases, will provide us with the most profitable solution.
Firstly, we cannot lose sight of the importance of engagement or, in other words, the interaction with the people who follow us. Engagement implies some type of participation on behalf of our public through a specific action on any of our posts: clicking "Like", sharing or commenting. Engagement is the key element in the visibility of our posts.
Attractive and interesting posts
Company publications have to respond to the likes and interests of the target public, putting forward proposals that attract attention and encourage engagement. Creativity is the best help we have to achieve this goal.
Promotions, lotteries and contests with prizes and gifts work well; questions that create controversy and debate on an issue; facts that awaken curiosity or intriguing information; word games and those that use double meanings, as well as humour in general.
Better text, photos and videos? Posts with images make a greater impact than plain text. And short, original and creative videos can become notorious. Ingenuity, emotion, tenderness and appealing to natural human kindness are resources that usually guarantee success.
When publications are about events experienced in person, situations we identify with in some way, or when images of people we know appear or that we find pleasant to look at, it will be much easier to achieve engagement. If we can get someone to break the ice and comment on our post, this will act as an incentive and it will make it easier for others to do the same.
Empathetic attitude, consistency and regularity
Social networks are made up of people. As obvious as this may seem, we often forget it. Speaking without listening back and posting messages in a one-way direction, without knowing if it is interesting to anyone, are mistakes that are still too frequent. In other words, the people we want to take notice of us, who deal with us in a special and personalised way, who listen to us, need to be 'favoured'. That is achieved by personalising messages and addressing them from a position of closeness.
The contact with our community has to be constant over time. Social networks demand discipline and regularity, to be there, to constantly participate. We cannot disappoint our followers, who are waiting to hear what we have to say to them and for our contributions.
We should know that the road to communication through social networks is a long path that, once begun, cannot be abandoned without the risk of losing, in only a few weeks, all the progress achieved during months of hard work.
Promoted content
Finally, we always have the option of paying to make ourselves more visible. For a relatively small amount of money we can reach more people, even groups of people who still do not know who we are. The main advantage is that Facebook allows us to segment our target public in any way we wish: by age, gender, cultural level, geographical area and other variables, such as tastes and lifestyles. We can reach our fans, but also people who do not know who we are but who have an interesting profile.
The variety of options allows us to decide what we want: fans for our Facebook page, visits to our website, downloads of an app, disseminating a video, event or promotion. They are actions that are flexible in time, in geographical reach and can be adapted to any budget, large or small.
To sum up…
We need to be aware that our posts on Facebook business pages naturally have low rates of visibility. It is estimated that, on average, not even 5% of our fans get to see them. To increase visibility, there are two main routes: that of engagement and that of promotion. The former requires imagination, consistency and a good attitude; the latter, creativity and economic investment. A balanced combination of the two strategies, in most cases, will provide us with the most profitable solution.