At the beginning of this year, Zuckerberg introduced a major shift to Facebook’s algorithm. In the past, Facebook’s algorithm favored relevant content so that users could find helpful articles. Today, the algorithm favors relevant content that is engaging and interactive so that Facebook users can create more meaningful social interactions.
What does this mean for marketers who rely heavily on social media to share their message? This means that your strategy will need to focus on creating discussion. How do you create more discussion on Facebook?
Below are 3 Facebook marketing strategies to boost your online presence and invite more discussion into your Facebook Page or Group:
- Create a Focused Facebook Group
In my last blog, I raved about the advantages that your business can receive from creating a Facebook Group. A Facebook Group, unlike a Facebook Page, can be Private, Public, Closed, or Secret and it is a place for people with shared interests to have a community to create conversation around a subject, cause, or activity. Groups are a great start for creating discussion because unlike a public Facebook Page, a Group is more intimate and exclusive, allowing only those who you invite to participate in the conversation.
- Create Posts and Comments that Prompt Discussion
When creating and sharing content on Facebook, you will need to be strategic in how you spark discussion. Some of the types of content that can prompt discussion are:
- Ask questions
- Discuss industry news
- Ask for recommendations on products and/or services
- Offer or ask for feedback
- Highlight community members
- Share a thought-provoking quote
If someone comments on your Facebook post, Facebook will rank your content higher if you reply in a timely manner and you keep the conversation going. For example, if someone posts a comment that raves about your product, it is best to acknowledge their feedback and to follow up with an additional question, such as, “What do you like most about our product?” or “Is there any way we could improve our product?”. These questions will most likely continue the conversation.
- Take Advantage of Videos
If you haven’t noticed, videos on social media are a BIG thing these days. According to SmallBizTrends, Social video generates 1200% more shares than text and images combined. It’s even better if you take advantage of the Facebook Live video feature because Social Media Today states people spend three times longer watching a live social video compared to one that has been prerecorded. You might be wondering where to begin when creating a video for your business. A good start would be sharing your brand’s story and allowing your viewers to respond and connect with your message. Here are some other content ideas for a social video:
- Create a product video to educate your viewers on how to use your product, the benefits of your product, the specs, and more!
- Interview brand advocates or top customers to share their experience. It could even be a split screen interview through Facebook Live with the help of the program BeLive.
- Produce a reoccurring company vlog series that shares the story of how your company operates on a daily, weekly, or monthly basis.
- Hold a Facebook Live “Ask Me Anything” session where prospects or clients can hop on a Facebook Live video feed to ask you about your products or services in real time.
- Create an interactive Facebook Live game show that informs or entertains your audience about your products, services, or company values.
Simply put, if you’re looking to boost your online presence on Facebook, you will need to start thinking in terms of developing discussion. Take note of what others are doing and see what is working and what isn’t working. If you stay up-to-date with your online marketing strategy now, it can really pay off in the long run.