Is your Facebook page looking a little bland and neglected?
It is a great time to do an audit of your social media accounts to see where you want to focus your brand and business for the New Year and beyond. In this three-part series, we will be focusing on how to audit and update pages and profiles for three of the top social media platforms Facebook, Instagram, and Pinterest.
Today we are starting with Facebook.
Love it or hate it Facebook can be a powerful business tool when used well. But I for one have been pretty neglectful of my page. You cannot ignore the stats.
According to Data Reportal,
“Facebook had 2.910 billion monthly active users in October 2021, placing it 1st in our ranking of the world’s most ‘active’ social media platforms.”
To know where we are going we have to first see where we are. That’s why the journey starts with an audit.
Do A Facebook Audit
As you review your Facebook page here are some things to look out for and take notes on…
- Start With Google
You can start your audit by typing your blog or company name into Google and see if your Facebook page comes up.
Even though I have not put a big emphasis on the Facebook page and don’t have a lot of followers my FB page does come up in the first few results after this blog, Insta, and Pinterest.
This just lets you know if your page is being found. If it is not coming up, hopefully, the tips in the rest of this post will help. You could also check to make sure your page is set to published and visible under Settings – Page Visibility.
- Check your info
Is the information on your page correct? Do you have a phone number available if you are local and contacted that way? Is your website correct? If you have working business hours are the correct ones listed? Depending on your type of business do you have all relevant info available? A menu if you are a food or salon service? Are prices up to date?
Having out-of-date service and contact info looks bad so give everything a check.
- Are you verified and customized
You can check to see if your page has a customized URL or just ends in a bunch of numbers. A customized user name and URL can make your page look more professional and trustworthy. You can head to your page and click the page info section
Not every business needs to get verified for Facebook. It is something I have not done since my business is a blog. But it is something to consider if your page is for a brick and mortar business or even an online business that attracts customers.
You can learn about verifying your business with Facebook here.
- Check your graphics and messaging
Maybe your business has evolved but it is not showing on your Facebook page. Check to make sure you are telling the story that you want to tell for your business through your copy and graphics. If not, make notes on any needed changes and updates.
- Check your stats
Is your page getting engagement and resonating with your audience? What days of the week and times of day bring the most engagement? What types of content does your audience seem to love? Make notes about your current audience and how you can reach more.
If your page is not doing that great or not reaching the audience you want to reach it’s ok. You have a fresh start before you. That’s why we are doing this audit.
Once you have a general overview from the audit on the health of your page, it is time to implement what you’ve learned.
Implement What You’ve Learned
Look over the notes you took while completing your audit. What actions do you need to take to get your page more in line with your current business or brand? What changes need to be implemented? Make a list and make a plan to get the changes done whether you choose to do them yourself or delegate them to someone else.
If you don’t plan and schedule out the changes they will not likely happen.
Then you are ready to create a new content plan. A content plan will help you post consistently and stay on brand to grow and improve your page. You will not be left wondering what to post and when but will have a plan you can implement or someone else as needed.
Facebook actually has some free lessons on How To Plan Your Business’s Social Media Content if you need help.
Some Best Practices for Facebook
Now on to some best practices. These are things to keep in mind as you create your new, on-brand content.
- Utilize your call to action button
For business pages, you have the option of having a call to action button that you can edit to allow visitors to sign up for your email list, call you, send an order, email you, and more. This is a great way to get visitors to take some action.
- Optimize Your Header Space
The header on your Facebook page is prime real estate so make use of it. Make sure it is on-brand in your current color palette and also think of ways you can share offers and products. You can swap it off from time to time when you have something new to share. The current header above is promoting the resource library.
- Use the Facebook Creator Studio
Did you know that Facebook has a Creator Studio that lets you manage your posts, messages, and insights of all your pages in one place?
Yes, it can be helpful if you are getting more serious about your Facebook page.
- Schedule Time To Engage
Once you have a content calendar in place and you are sharing content consistently it is a good idea to also schedule some time to check for comments, questions, and messages coming from your audience.
- Share the Link to Your FB Page
Once you have your page better optimized and that custom URL, share your page link in other places around the web. You can link to it from your blog or website, share it on other social platforms, and even put it in your email signature.
Social Media Examiner has a great list of Facebook Page Optimization Tips to add here.
Creating Engaging Content
The best practice you can implement is actually creating engaging content that your audience wants to see. And this is probably going to be the hardest part.
Occasional promotions are ok. You have a business to promote after all. But you want to incentivize people to follow you. This means most of your content should be informative or entertaining or helpful. Give people a reason to follow.
LYFE Marketing has some tips for hacking the algorithm:
- Boost your content
- Create engage-worthy content (be relevant to your audience)
- Get people talking
- Interact with your followers
- Avoid fishing for engagement
- Post more often
- Post native content and keep people on Facebook
Bonus: Use video
And if you are short on time and struggling with creating content Sunny has some tips that work across platforms.
- Review week ahead for anything relevant to incorporate
- Mix static and dynamic content
- Have a range of content category ideas to vary your content
- Develop content pillars
- Repurpose content in different ways
- Put your ideas in your calendar and make it happen
- Adjust and format content for the platform
If You’re Starting Your Facebook Page From Scratch
This post if full of tips you can come back to again and again so be sure to share it. Now it’s your turn. Are you ready for a Facebook Page Audit? What’s your biggest struggle when it comes to Facebook strategy? Let me know in the comments.
Other Two Posts in This Series