Do you need a hand creating your first content strategy for your company? Want to stay on top of algorithm changes and Facebook features for your clients? This Facebook 101 guide can help you.
As the world’s largest social media platform, Facebook is an essential channel for businesses, organizations, and public figures to market themselves online. For social media managers specifically, Facebook is a critical component in a well-rounded marketing toolbox.
Get started then take your skills to the next level with this guide to Facebook 101 marketing.
So you’ve created a Facebook Page for your client or company. What’s the next step?
Let’s look at the basics of managing a Facebook Page for business.
If you work with clients, collaborate with a social media team, or manage multiple Facebook Pages or ad accounts, Facebook Business Manager is the key to keeping everything organized.
To get started, create a Facebook Business Manager account. Then begin adding Facebook Pages to your account.
If you’re a social media manager for your organization, claim the existing Page or create a new one. Request access to the existing Page if you work for clients or for an agency.
Next, add any connected Instagram accounts to Business Manager, so you can address all relevant messages and comments in one convenient place.
Finally, add, create, or request access to ad accounts, so you can advertise using your Facebook Page.
Because Business Manager is designed with collaboration in mind, this platform makes working with teams without compromising security easy.
For example, your chief marketing officer (CMO) can have complete control with a Business Manager Admin role, and other team members can have Business Manager Employee roles with either admin access to Facebook Pages or appropriate permissions, such as publishing content, managing comments, or creating ads.
After setting up Business Manager, you can start putting your Facebook Page to work.
Use these tips to manage it effectively:
Once you’ve learned the basics of Facebook Page management, you’ll feel like you’re ready to hit the ground running.
But first, you need a strategy.
An effective Facebook content strategy should include a healthy mix of the following elements:
How can you take your Facebook content strategy from good to great? Use the tips below to develop content that resonates.
1. Set social media goals
Work with your team to establish objectives like building brand awareness, growing a loyal community, or selling products and services. Set SMART goals (specific, measurable, achievable, relevant, time-based), so you can put them into action and use them to gauge your progress.
2. Research your audience
Rather than publishing posts that you think everyone will love, create compelling content for the right people: your target audience. Use your organization’s buyer persona and Facebook’s Audience Insights to learn what your audience likes and how to connect with them via content.
3. Develop a content calendar
Instead of publishing posts in the moment, plot a content plan using your social media goals and marketing objectives. Give your team access to the calendar so they can map out campaigns, develop content for promotions, and create a constant flow of posts for your Page.
4. Use a style guide
As you create images and copy, always follow your organization’s style guide. Taking this step ensures that your team uses the right tone, voice, and wording for each post. When you adhere to a style guide, you also create a consistent brand image that your audience can recognize and respond to readily.
5. Schedule posts
Once you’ve filled out your content calendar, upload your posts in bulk and schedule them for the most appropriate times. You can use Facebook Insights or third-party social media tools to determine when your audience is most active.
6. Monitor engagement
Resist the temptation to put your strategy on autopilot. Instead, check notifications, read messages, and respond to comments and questions regularly to encourage your audience to engage.
Work with your team to decide on optimal response times, and set a check-in schedule so you can meet your goal.
Video can be incredibly effective on social media, but Facebook Live can take your video strategy to an entirely new level. Find out how to use it and get tips for creating your brand’s best content with this tool.
With Facebook Live, you can broadcast live video to your audience. Rather than recording your videos in advance, you can create live content that lets you connect with your followers instantly.
Using Facebook Live gives you an opportunity to position your brand in a more authentic way. This tool also lets you interact with your audience in real-time, as you can answer questions, respond to comments, and respond to reactions while you’re broadcasting.
Audiences have proven to love this tool, too. Facebook Live generates exponentially more engagement than standard video, which is great news for your brand.
Whether you launch Facebook Live with a desktop computer or a mobile device, it’s easy to integrate into your content strategy.
To get the most out of it, follow these best practices for Facebook Live:
To see some examples of Facebook Lives, you can watch our Social Media Live and/or Social Pulse Weekly shows.
Adding Facebook Stories to your content mix gives your brand an opportunity to engage with your audience in an entirely new way.
So, what are you waiting for? Here’s what you need to know to get started with Facebook Stories.
Facebook Stories are multimedia slideshows that can include videos, images, links, text, and emojis. They’re live for 24 hours, and then they disappear.
Although their short lifespan might seem like a downside, this limited-time aspect can actually encourage Facebook users to click and engage. Facebook positions Stories at the top of and throughout the newsfeed, so users can find and consume them easily.
As of early 2019, Facebook Stories had 500 million daily users, making them an incredibly popular feature.
You can use Facebook Stories to boost brand awareness, give followers behind-the-scenes content, and connect with your community.
To make Facebook Stories work for your brand, follow these simple tips.
If your organization or clients partner with influencers or other brands to produce sponsored posts, you need to incorporate branded content into your strategy.
Here’s a quick guide to get you up and running.
Also known as sponsored or paid content, branded content includes media and posts that influencers and partners produce in exchange for payment or other items of value.
On Facebook, branded content can include a post with an image and a caption, a link, a slideshow, a photo carousel, a Live broadcast, or even a simple text post.
No matter what format you choose, branded content has a paid partnership logo near the top of each post to make the terms of the relationship clear to audiences.
Whether you’re a sponsor or a creator, you can use the Brand Collabs Manager platform to review published posts or approve draft posts. You can also access such insights as reach, engagement, and even negative feedback, so you can monitor the impact of each piece of branded content.
If your organization pays influencers or third parties to promote content or if it provides creators with free products in exchange for promotional posts, then you should use the branded content tag when sharing this material on Facebook.
You should also use branded content if you have business partners that advertise, sponsor, or market your organization’s products.
To get started with branded content, apply to get access to the tool through Facebook Business Manager.
Once you’re approved, you can use the Brand Collabs Manager to tag branded content and share metrics with partners.
Understanding the way Facebook orders and serves content to users is essential for maximizing your social media marketing efforts.
Here’s what you need to know about the Facebook algorithm.
Like every social media platform, Facebook updates its algorithm routinely, often without warning.
As of late 2019, Facebook uses the following ranking signals when determining what content to surface for users:
In addition to these primary ranking signals, the Facebook algorithm also considers engagement on shared content, the average amount of time users spend engaging with content, and the timing of posts.
Together, those factors determine whether the content your Page posts will appear in users’ news feeds.
To give your brand the exposure it deserves, make the Facebook algorithm work in your favor.
To keep track of your progress and ensure that you meet your Facebook marketing goals, you need accurate analytics. Facebook Insights can help.
Facebook Insights is the social media platform’s built-in analytics portal. To access them, navigate to the Insights tab in Business Manager. View surface-level data, such as Page likes and reach or download in-depth data, such as Page like sources, post engagement, link clicks, video views, impressions, and much more.
Facebook Insights can deliver an impressive amount of information when used correctly. Test out the following tactics:
To supplement your organic strategy, consider incorporating paid advertising on Facebook.
Here’s what you need to get started with Facebook ads.
First, set up your Ads Manager account and link it to your Business Manager account.
After completing the setup and adding a method of payment, you can start advertising using the following elements:
To get the results you want from your ads, keep a few best practices in mind.
Follow these tips for creating successful Facebook ads:
Choose eye-catching creative elements
The creative component of your ad is most likely to capture attention first, so make sure it does its job. Experiment with graphics, photos, or videos to see what works, but always follow Facebook’s size and ratio guidelines to ensure your creatives look their best.
Write compelling copy
Capture your audience’s attention within the first few words, or they’re likely to scroll past your ad. Draw in your audience with a clever hook, by telling a short story, or by inspiring emotion with your copy.
Use effective CTAs
Don’t leave your audience hanging. Include CTAs with action-packed phrases that prompt Facebook users to buy, click, sign up, or accomplish other tasks.
Select appropriate audiences
If you don’t select the right audience for your ads, you won’t generate the results you want. Take advantage of Facebook’s many audience targeting options to find your ideal buyer or create multiple segments to test what works.
Also, consider whether your audience is so diverse that its members speak multiple primary languages. If so, you’ll have to consider translation options for your Facebook content.
Set up a Facebook Pixel
You can get even more out of your Facebook ads by setting up a Pixel. After installing this snippet of code on your website, you can track conversions and sales, remarket to website visitors, and create lookalike audiences.
Test and modify
Facebook ads allow you to test, pause, modify, or stop at any time. Check ad analytics regularly to assess performance.
If your ads aren’t generating the results you expect or if they have low quality, engagement rate, or conversion rate rankings, pause and make modifications to improve your results.
Like Business Manager, Ads Manager provides analytics to help you gauge your performance.
As you track the results of each campaign, be sure to follow the right metrics.
For example, if you’re running a brand awareness campaign, tracking the estimated ad recall lift rate helps you assess whether you’re meeting your goal.
Ads Manager provides several default layouts, but you can create your own to track the metrics that matter to your team. Export and share Facebook ads reports to keep your team up to date on performance throughout campaigns.
You can also analyze the performance of your Facebook Ad accounts and campaigns without feeling overwhelmed by using the free AdsReport tool by Agorapulse.
A Facebook group is a group for certain people (its members) to share information with each other. Facebook Groups can be formed to be exclusive to your brand and establish tight-knit communities centered on it.
You can create a Facebook Group for your brand to…
You can also benefit from little-known but incredibly valuable Facebook Group features for mentorship, learning modules, and establishing ground rules.
If you need more specific details in setting up your Facebook Group, check out these tips for creating a Facebook Group and keeping it alive and well.
Want to dig deeper into managing your Facebook Group? Then steal these Facebook Group management tips from the social media experts.
Now that you know the basics of Facebook marketing, you’re ready to jump right in. Keep this guide handy to review best practices and get helpful tips as you develop a successful marketing strategy for your Facebook Page.
* * *
Get started on saving time and energy on your own social media management! Check out our free trial of Agorapulse to help you schedule, track, and measure all your social media efforts.