Facebook page: driving strategy
Running a Facebook page is still one of the main tools used by social media marketers. What is worth considering now is the sense of running a fan page on a regular basis and whether the effort put into it translates into real benefits for the company. This post is a guide to basic strategies and tactics that will help you run Facebook more effectively.
I have an overwhelming impression that a lot of people still believe in the power of publishing content on your fan page. That organic ranges will help the brand gain new customers, will build its image. Unfortunately, I have to worry you – those times are gone. First of all, Facebook in Poland does not record such dynamic increases in terms of the number of users or the time they spend on it. The second thing is that it is not new anymore, and thus we think very hard before we share something on our profile or press the “become a fan” or “watch” button. More and more time, instead of on the feed, users spend on Facebook groups where it is very difficult to advertise.
The fan page has become an old, boring tool, just like mailings, display campaigns, sms sending and many more formats. They have their advantages, but they are not as effective as a few years ago.
How to run a fan page on Facebook?
First of all, don’t treat it as an advertising column for your products or services. We use social networking sites to have fun, improve our mental well-being, check what is going on with our relatives or influencers. Liking, commenting and sharing product posts is at the end of this list. If there are people who use Facebook for this purpose.
So how do you run a Facebook page? Simply put, by regularly publishing engaging content and interacting with the people / consumers who will come out first with the brand initiative. Of course, there are a lot of questions behind this one sentence:
Each of the above issues can be further broken down into more detailed issues. Especially creating content:
- what content formats to publish (links, graphics, video, live)
- how posts should be prepared taking into account the specificity of each format
creating interesting and engaging descriptions
There is one thing that you don’t have to worry about, contrary to what you commonly hear in various training courses. It is the knowledge of the content display algorithm. Please believe me and my experience. Currently, the content display algorithm is so complicated that Facebook employees themselves have no idea how it works. Well, maybe except for a group of engineers who rummage in it every day 😉 Any attempt by an average marketer to “cheat” or circumvent him is always doomed to failure.
Posts or advertising? What is more profitable?
Let me start by saying that on average we spend 1.8 seconds on mobile and 2.5 seconds on desktop for one post on Facebook (source: Facebook). Medium. So if someone stares at a post for 20 seconds (e.g. on a video), it means that they will spend less than 1 second on 10 others. Every day on Facebook we scroll the feed about the height of the Sigismund’s Column in Warsaw (source: Facebook). With a light hand, it will be several hundred posts, with absolutely minimal exposure time. How much of this will you remember the next day? Remember that the average network user also uses other social networking sites such as Instagram, Youtube, Twitter, TikTok, etc. Do you still naively believe that out of thousands of content consumed per month, your potential customer will remember yours? Because such a scam is trying to sell trainers and “specialists” from social media not only in Poland, but also around the world.
Let’s go back to the question of what is more profitable. Suppose you have a fan page that has 50,000 fans / followers. Let’s be very optimistic that your posts organically reach 10 percent of these people (on average it is 1-5 percent).
Agencies, trainers recommend you “ by regular communication to maintain a connection with your fans. and not fall into the grace of the algorithm, from which it will be impossible to save your fan page. “. Therefore, you agree to 10 posts a month, for which you are charged on average PLN 100 net. And believe me, this is closer to a freelancer than to large network agencies. So you spend 1000 PLN on 10 posts, and each of them reaches 5000 reach.
And now it’s time for some simple maths. You pay PLN 100 for 5,000 reach, or PLN 20 for 1,000 people who see your post. Now compare how much does 1000 reach in a Facebook ad – on average, these are 3 to 6 zlotys (you can of course cheaper). A big difference. Especially when you publish at least 10 posts a month.
Is it profitable for you to maintain regular communication with a small group of fans and pay a reasonable amount of money for it every month? At the moment, it is less justified than a few years ago.
Of course, if you have a fan page with a million fans, it will pay off, even if the organic reach of one post will be around 1-5%. total number of fans. But I bet you don’t manage a site like this and most of Whysosocial’s readers are small and medium sized businesses.
So why do you need a Facebook page?
First, for posting ads. Forget about collecting fans too. Facebook strives to unify all of its applications. On Facebook, as on Instagram, we will talk about followers (followers) and something like the number of fans will simply disappear. Currently, there is no way to start with an ad targeting followers on Instagram, so expect the same on Facebook.
Second, your fan page is one of the favorite ways your customers will contact you. Very often, instead of going to a website, looking for a phone number or e-mail address, customers look for a page on Facebook or Instagram and write a private message. It is a much more comfortable solution for them.
Treat the fan page as an ordinary landing page that allows you to chat using a chat. Remember to complete all the data and information about your brand and product – update the menu, opening hours. If you have not managed to gather at least several hundred thousand people on your fan page so far, then you should spend your budget on ads on Facebook and Instagram or take a look at the aforementioned groups.
Of course there are exceptions where a small fan page can generate sales, followers are involved, and so on. But do not look at the exceptions and show selected case studies at trainings or conferences. You have to work for such results for years, day in and day out and … for all this, have an absolutely great product or service. You probably don’t have enough time to wait for the results and invest money in it. Besides, for one such case study there are 99 others that ended in a fiasco, a financial loss. Even if you are ready to wait a few years for results, will Facebook be the same as it is now? Or maybe there will be new websites or ways to reach the customer?
I hope that with this post I will encourage you to rethink your actions within Facebook, their effectiveness and sense. As always, feel free to comment and share your views.