April 2019

Developing a Social Media Strategy
April 16, 2019 In Blog 1 Comment

Does your business have a social media strategy?

Social media is more than creating accounts on the ever-popular Facebook, Instagram, Twitter, and then posting your pre-made advertisements or “Happy National Donut Day” graphics.

Social media should be about creating and maintaining and conversation with your audience through the appropriate social media channels.

Developing a social media strategy should be clear, succinct, and simple.

  1. Competitor Analysis

Take a peek at what your competitors are up to on social media. Visit their corporate website to gain access to social media links, then visit each of their social media channels.

  • What channels are in use?
  • What is their following?
  • What is their content strategy?
  • What are they doing well?

(If you have an existing Facebook Page, you can add competitors to the “Watch-List” that allows you to simplified statistics regarding your competitor’s performance.)

 

  1. Target Audience

As you’ve heard before, you need to understand YOUR target audience. If you think that “everyone” is your audience, you need to ask yourself these questions:

  • Who are your current customers?
  • What customer group do you want to grow?
  • What are their demographics? Psychographics? Interests?

 

  1. Goals & Objectives

Before launching a Facebook Page, or starting an Instagram account, you need to understand why your business should be using social media.

  • Increase in-house sales / online sales
  • Increase blog readership
  • Increase app downloads

Answering this question will start to guide your social media strategy, because it will point your content in the right direction.

  1. Strategy

No – sharing the exact same content, including text and image, to all of your social media channels is NOT a strategy. In fact, if you choose to engage multiple social media channels, you should be committed to creating unique content for EACH channel. Below is a chart of the character limits, optimal image size, and hashtag use for each. Simply reviewing the chart will remind social media administrators that each social media channel is unique and should be treated as such.

  Text Image Hashtags
Facebook Page 63,206 characters 940 x 788px No
Twitter 280 characters 1024 x 512px Yes
Instagram 2,200 characters 1080 x 1080 px Yes
LinkedIn Company Page 700 characters 1200 x 1200 px Yes

 

In addition, each social media channel is visited by a unique population. Pew Research has prepared some in-depth research on this topic, including the below demographic analysis:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Depending on your target audience, you may choose to enable a specific social media mix. Simply looking at the popular social media in relation to age brackets will provide a strong indication of which social media channels are most suitable.

In addition, content can be one of the most challenging aspects to social media management. The thought of posting content daily, or at minimum a few times per week can be daunting. Simply posting corporate advertisements or Happy National Day of Awareness just won’t cut it.

  • What images/visual will you use?
  • Will you be directing them to a specific website/webpage?
  • Will you engage user-generated content?
  • Do you have a theme for your content?

This is the tip of the iceberg to starting the development of a social media strategy.

What are your social media strategy questions? Share below!

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Who Owns My Facebook Page?
April 11, 2019 In Blog No Comment

Facebook Business Manager helps advertisers integrate Facebook marketing efforts across their business and with external partners. You can use this free platform to run and track your ads, manage assets such as your Pages and ad accounts, and add an agency or marketing partners to help manage your business. When you create a Business Manager, it becomes a central space to manage your business separate from your personal Facebook profile. You’ll manage your Pages and ad accounts in Business Manager, so you never have to worry about mixing business content with your personal content.

When setting up a Facebook Business Manager, it is required to include a “Primary Page.” The first Page you add to your Business Manager is your primary page. You can change your primary page as you add more Pages to your Business Manager. To learn how to change your primary page in Business Manager, click here.

With the recently integration of Facebook and Instagram, you may face new challenges. For example, under administrators on the Facebook Page, you may notice a new administrator, someone that you didn’t authorize. Not to worry, if you recently converted your Instagram account to a business account, and then connected (or tried to) to a Facebook Page, you’ll notice a new “person” who owns the page. That “person/account” was created during the conversion process. To remove this “person/account” you will need to disconnect the Facebook Page from Instagram, and Instagram from Facebook for this account.

You may notice under Business Manager that the Page says “Owned by Individual People” rather than the company name. Here’s how to fix this:

  1. In Business Manager, click “Business Settings”
  2. Under “People & Assets,” choose Pages
  3. Without changing or removing anything that currently exists within your pages, click “Add New Pages” on the right hand side, then choose “Add a Page.”
  4. It will prompt you for the URL of the page you want to own. Paste that URL in the box.
  5. Click “Add Page.”
  6. If you are the admin of the page, it will automatically add it to your owned pages.

 

For the majority of users, this will be the solution. However, for others, you may need to remove the account entirely from Business Manager (MAKE SURE YOU HAVE ADMINISTRATIVE RIGHTS BEFORE YOU REMOVE THE ACCOUNT!).

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