Social Media Marketing for Brands is Really About Listening

Now a days a following on most social media channels can be purchased. There isn’t anything wrong with purchasing your following, however it doesn’t look good for a brand to have an extensive following and almost no engagement.

What do I mean by engagement? 

Your followers should be engaged with the things that you are posting on your social media channels. Engagement is measured based on the number of likes, comments, shares, retweets, impressions, and other social channel specific measures.

Why is engagement important? 

Engagement not only boosts your social media presence, it shows that the information you are choosing to share with your social following actually provides some value.

Some brands have a large following and decent engagement, but they spend their time talking to their potential clients and not listening.

Listening includes a variety of different types of engagement across social media platforms; all of which are important.

Firstly, you should always take the time to like, comment and share on other pages. Your Facebook page will not magically gain a following by posting information, you need to engage with others to get others to engage with you.

Secondly, you need to reply when people leave you a comment. At some point, you may have too many followers to reply to them all, but at least take the time to like their comment. Making this a habit will only increase your engagement in the future.

Lastly, search social platforms to see what people are saying about you and your brand. For example, if you sent out a tweet saying that you were unhappy with a company’s service, and they responded to your tweet saying that they were sorry you had a poor experience, and possibly offered you a discount on future services, wouldn’t this change your view of that company?

Not to mention, if you are managing the presence your brand has on social media, someone else will.

If you have any further questions about social media, or you would like to schedule a social media consultation, please send us an email at socialmedia@airevue.com

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How to Create a Lookalike Audience on Facebook

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How does it work? A lookalike audience will give you with a large group of people who “look like” the people who already like your page. Meaning, they will have similar demographics. This is the same as someone saying, can I give you 1,000,000 people who are demographically just like your contact list?

Why is this good for your business? You can use these audiences that are created through Facebook algorithms to advertise specifically to people who are like the people who already like your page. In essence, it makes your advertising demographics even more specific. Keep in mind you have to have at least 100 likes in order to use this tool.

In order to create a Lookalike audience, you go to Promote Business (on the top right of your business page) –> Ads Manager. Once you are in the Ads Manager, you want to select “Audiences” in the left hand side bar. Then you want to select the Create Audience tab.

You have the option to create a custom audience, or a lookalike audience.

All you have to select for your custom audience is:

1) Which page’s following you want to be targeted

2) Which country you want targeted

3) Whether you want them to focus more on Similarity (people who look very similar to those who already like your page) or Reach (reaching more people who may have fewer similarities to those who like your page).

It will take anywhere from 45 minutes to 24 hours for Facebook to generate your Lookalike Audience Once they do, then you can run an ad that targets those people specifically.

Facebook for Business: What we learned Part I

POMEGRANATE

Recently, our team was lucky enough to visit Facebook Headquarters in Menlo Park, California for an event they called Facebook Fit.

Facebook Fit was designed to bring small business owners together to learn about the Facebook tools that can help businesses drive traffic and grow their online presence.

We walked away with lots of good information. Today, I want to share with you what we learned about Facebook Story Packs.

Facebook Story Packs allow you to organize your social media content into 4 main categories:

1) News, Goal: Drive Sales & Traffic

Facebook suggests that you post about your Promotions. If your company has a sale or discount promotion, be sure to tell your clients. Additionally, share with your followers the Logistics of your business, news that affects your business, or changes in hours and location. Lastly, if you are going to participate in an event, or your business will be having a holiday special, you should absolutely share this with your followers.

2) Things, Goal: Drive Sales & Traffic

Facebook suggests telling your followers about what makes your business unique, tell the story of your products and services, and most importantly, let your audience know what need your product or services fills.

3) People, Goal: Build Your Brand

Facebook suggests highlighting your employees, your loyal customers, and share recommendations from customers or employees. Show your followers that you listen.

4) Places, Goal: Build Your Brand

Facebook suggests telling your followers the backstory of your space, why you set up shop where you did. Share the atmosphere around you, what types of businesses are near you? What makes your neighborhood unique compared to other places in the United States, or the World?

What types of posts attract you as a consumer?