There’s been a lot of buzz recently about what it takes to run a truly effective corporate Facebook page. The Social Media Examiner highlighted the pages of a few folks doing it right. A well-managed page can make a big difference in a company’s social (and financial) bottom line so today we’ll take a look at the “why” behind the success stories.
The Golden Rule
That old playground rule never loses its application, does it? Treat others the way you like to be treated, or to use a more familiar word in this context, engaged. Think about your personal Facebook experience. What do you like to see? What don’t you like to see? Ask around and use that to educate the way you share content and/or request it.
Saying Thanks Is Never Overrated
Just two simple words can show your community members that you’re listening and appreciate what you’re hearing – “Thank You.” Gratitude is a given in any scenario but is it especially important on Facebook. Showing your community respect and communicating with etiquette can go a long way. As a brand, remember to thank your community when you hit milestones (1,000,000 fans), when you’ve received great responses to a post or even just for being the great community that they are.
Keep Facebook Content Exclusive
Admit it, we all love feeling like part of an exclusive group on an invite-only online community. When consumers are looking for brands to follow on Facebook they want exclusive content that’s tailored to their needs. Brands can share behind-the-scenes photos, create coupons limited to page members or announce new products through Facebook to keep consumers coming back for more. Putting the same messages, worded the same way out via multiple social platforms can get tired quickly so be careful when sharing similar information.
Good Fences Make Good Neighbors
If your Facebook page doesn’t currently have a clearly stated moderation policy, that needs to become a top priority. Page managers owe their community protection from spammers, abusive users and misinformation. This does not mean deleting all critical comments. It does mean creating a place for encouraging relevant, productive conversation that includes rules for engagement. An established Facebook policy for employees is just as important as a set of guidelines for the public.
Invite Others into the Conversation- Internally and Externally
Page managers have an obligation to make themselves available to users looking to interact with a brand or product via Facebook. This can quickly become one of the most rewarding pieces of a page and not just for the regular page admin. Throughout the Refresh project, Pepsi (client) invited a variety of internal ambassadors to lead discussion on their page at pre-published times. This allowed consumers to ask topic-specific questions and interact with a fresh voice while giving Pepsi an opportunity to broaden their internal representation online.
