Before you dive into this article, please take a minute to read 8 Things You Can Do Right Now to Improve the Performance of Your Facebook Page. You’ll be glad you did!
In order to engage your audience and reap the full benefits of your company’s Facebook page, you have to post regularly and post varied content. If you post every other day (recommended minimum), that’s 182 posts you have to generate. If you post every day, that’s a full 365 (just in case you forgot how many days are in a year!) posts. That sounds like A LOT of work if you’re managing social for your company—especially if you also have other job responsibilities. Don’t be intimidated!
It’s easy to throw stuff up on your page, but you want to be thoughtful about what you share. You want content you post to be relevant to your audience and completely aligned with the culture, language, and goals of your company. Posting a cat meme because it got a lot of views might yield you quantity, but it will not yield quality. Ultimately, we don’t care how many likes or followers our clients have. We care that those followers are interested and engaged specifically with our clients’ promotional content, because we want conversion!
Using the scheduling function on your Facebook page allows you to thoughtfully and strategically pre-plan the launch of your content. This will save time and likely lead to more meaningful content on your page because you’re not rushing to “get something up” on the page.
Though we do manage social accounts directly for several of our clients, we engage far more clients for training of their in-house staff and the development of tools to make social management more efficient and effective. We suggest an approximate mix of 60% shared content, 30% original content, and 10% blatant promotional content. Below, we’ll explain each of these categories and give you some ideas for content in each. Everything we are sharing below is provided to our clients in a type of content planning checklist that we’ve found to be very helpful.
Types of Content
First, let’s just do a quick review of types of content that could appear on your Facebook page. You want to post different types of content daily to keep your page fresh while also keeping the ratio of categories of posts (below) in mind. Remember—when someone first explores your page to see if they want to follow it, they will scroll down your feed. If you don’t have a variety of interesting content, they may just pass on the page.
- Single photo
- Multi-photo collage
- Produced video
- Live video
- Photo slideshow video
- Original blog content link
- Original website content link
- Shared blog content link
- Shared website content link
60% Shared Content
We like to be sure that about 18/30 posts each month are shared content. This means content that is NOT produced by our client. This allows your company to position itself as the expert in a certain area. For example, if your company is an outdoor tour business, you can position yourself as the expert for outdoor recreation, gear, minimalist travel, etc. When you share blog or other posts from partners, tagging them in the posts usually means they’ll return the favor, which is an added bonus.
Please do not commit the biggest crime in social media and share something you don’t have the rights to. ALWAYS have proper source credit (preferably sharing a link that goes right back to the source). NEVER save a photo from Google images or screenshot and then share it. It’s tacky and not fun to deal with when the creator comes knocking.
Examples of shared content:
- Partner or fellow business websites
- Partner or fellow business Instagram posts
- Partner or fellow business Facebook posts
- Partner or fellow business contests
- Blog articles that highlight subject matter relevant to your industry and your followers
- Websites that highlight subject matter relevant to your industry and your followers
30% Original Content
Original content, as you might have guessed, is content you create yourself. Don’t let this intimidate you. You wouldn’t believe how much content you already have stored that you’re not using! This is content educates and engages your followers around your specific business mission and interests. Though you can softly reference services and products here, you really want to keep those overt promotional posts to a bare minimum—too many and folks are going to unfollow you—the kiss of social media death…
You don’t need to have a desktop graphic design software to create your own images. There are lots of mobile apps available to help you overlay your company logo and text on images, create collages, etc.
Examples of original content:
- Fan shares (photos emailed or private messaged to you—be sure you have expressed permission to share--or that you’re mentioned or tagged in on social media)
- Holidays, novelty days/weeks
- Your company website
- Company news
- Historical photos
- Before/after photos
- Your company Instagram posts
- Your company blog posts
- Company events
- Company photos albums
- Live or produced video
10% Promotional Content
Promotional content is just as you probably guessed—content that explicitly and directly promotes your company’s product(s) or service(s). This could be sales, discount codes, special offers, opportunities to book services, etc. The more engaged your followers have been with the other 90% of your posts, the more likely each followers is to actually see your promotional post. Overloading your timeline with these types of posts will turn people off, so be aware of that.
Kristy Krugh is the owner and principal of Wicked Philanthropic Strategies and Wicked Visible Marketing. Following 15 years of service to the non-profit sector, Kristy now works exclusively with mission-driven companies in the for-profit sector to optimize their philanthropic systems for maximum marketing, sales, constituent, and community returns. Clients from across the country engage Kristy from her home base in Bend, Oregon where she is supervised daily by her rescue Bulldog, Dunkin. Kristy offers no-risk, no-cost Corporate Giving Assessments to all prospective clients and can't wait to hear from you!