marketing matters

Putting Your Best Face Forward

Alicia Hoglund

Facebook offers a fun and easy way for users to catch up with old friends and connect with new ones. But, for the savvy entrepreneur, the site allows businesses to engage its customers in a way that was never before possible.

EB recently spoke with social media expert and founder of The Practical Social Media University Steve MacDonald about why you should be on Facebook and how to maximize your online presence.

ABOUT-FACE

Facebook can help create a deeper connection for the business-customer relationship—an opportunity that can’t be missed. “A Facebook page allows a company to create a true community around its business,” says MacDonald. “For many companies, this is an opportunity to connect with existing customers and prospects in an open dialogue around things that have real perceived value, making a page into a positive extension of a company’s brand online.”

For ECPs, Facebook provides tremendous opportunity to reach customers, notes MacDonald, who says contests, giveaways, promotions, “Glasses of the Day,” Fashion Fridays, and other marketing hooks are just the tip of the iceberg.

“A well put-together Facebook page can become a place where the major obstacles to converting a prospect into a customer are handled directly, head-on, and in a fun and engaging way,” notes MacDonald.

POSTING POINTERS

One of the hardest parts of creating a successful Facebook strategy is getting started, says MacDonald. Here, he provides pointers to help you make the most of your presence.

1. Draw the right crowd. “Don’t start a Facebook page without a strategy for getting the right people to your page from the start,” says MacDonald. “You need to think about what other resources you can draw upon to initially invite your target market niche to your new Facebook page.”

In-store promotions, bag stuffers, flyers, partnerships with other local retailers, your own Facebook posting, and prospecting strategies, email campaigns, etc., are easy ways to spread the word.

2. Post quality content. It seems simple, but the quality of your posts will be directly related to the amount of interactions that you get, says MacDonald. “The content should always strive to provide value to your target niche and inspire interaction at the same time. The more interaction that you can stimulate on your page, the more content and value there is that you don’t have to create yourself. Also, lots of participation usually creates a better overall experience for your community and a lasting impression for your brand.”

The key is to create a balanced mix of information with promotions and lighter topics, along with pictures. “A big killer for Facebook pages is to make them an outlet for just promotional/retail information. Posts can and should contain content such as personal stories, funny things that happened in the store, motivations, fashion tips, and lots of photos. Images get much more interaction and play in the news feeds, so be as visual as you can,” says MacDonald.

Also, use Facebook to promote great customer service. “People will post on your wall with customer service remarks, and these are golden opportunities to makes statements about what kind of a company you are,” says MacDonald.

Posting about the staff and the reviews you receive shows your business’ vulnerable side. “People don’t want relationships with faceless corporations, but with real people. This is your chance to be real,” he says.

3. Engage on your page. “If you expect all the engagement to come from your posts, you are doomed for failure,” says MacDonald. “The more you recognize and engage with posts and comments from others, the more you will stimulate interactions.”

Think of asking people to post about their funniest moment with their eyeglasses, their favorite pair of glasses, or their best fashion shots. Always be thinking of ways that you can stimulate new posts and comments from the community.

4. Use the right phrasing to elicit responses. Using words like “post,” “comment,” “reply,” and phrases like “what do you think,” “what’s your opinion,” or “tell us more,” will help start a conversation on your page.

5. Time it right. You never know when someone will visit your page, so it’s important to have an ongoing posting schedule that stimulates interactions, says MacDonald.

Establish a schedule to help keep your page updated and in your readers’ news feeds.

PAGE CHECKLIST

Before starting a community-building strategy with your Facebook page, make sure that you have all of your company’s information online and easily available to access, says The Practical Social Media University’s Steve MacDonald. He suggests including the following on your page: CONTACT INFORMATION, including your company’s name, address, phone, email, hours of operation, etc. A COVER IMAGE that represents your company well. This is a good opportunity to represent your unique brand visually. Be sure to you maximize your benefit by including some type of brand statement or message. The cover photo on your Facebook page can contain images, words, symbols, or anything that can communicate a specific message or feeling about your business. This is not a place that Facebook allows retail messaging. APPLICATIONS are very effective sources of additional information. Users can access them most directly by clicking on the boxes right below the cover photo. Very important applications are ones that allow you to create additional content areas like welcome pages, most recent blog posts, offers (for fans only), etc. OTHER SOCIAL NETWORKS can also be represented on your Facebook page, from YouTube to Twitter and Pinterest. Including all of the information above will empower your Facebook page to act as a portal to your other social media content. Virtually anything you share online can be automatically shared on your Facebook page. Special Offer Want to learn more? You’re in luck! The Practical Social Media University is offering Eyecare Business readers 30 percent off the first month of a University membership through April 15, which takes the cost down to just $27.99 ($39.99 a month for succeeding months). Your membership can be cancelled at any time. Visit practicalsocialmedia.com/join and use the special coupon code OPTICAL to receive this special offer. INFO: info@practicalsocialmedia.com

“Figure out a posting strategy that can be created once and implemented over and over again—and stick to it,” says MacDonald. “You want a vibrant community around your page, but you don’t want to create a second job for yourself.”

Also experiment to find the best time of day to post for maximum exposure and reader participation. Facebook now allows you to schedule postings, which makes it easier than ever to plan ahead.

But leave room for spontaneity. “On top of this plan, be sure to take the opportunity to post topical and timely information that keeps your brand and personality alive and personally connected to the community,” says MacDonald.

“The bottom line is that the more creative you are at working your Facebook page, the more likely you are to create a vibrant community that attracts others around your brand.” EB