Facebook was one of the first major players in social media, and, while it may have been usurped by some of the new kids on the block, it’s still a valuable asset. Charlotte Nichols, managing director of PR agency Harvey & Hugo, tells us why there’s still room for the classics when it comes to marketing.
As the owner of a public relations agency, I know the importance of choosing your PR services wisely, and engaging with the community should be high on your list of priorities.
Facebook is a brilliant tool for this; more than Instagram or Twitter, its very format encourages starting conversations and creating groups.
What’s more, it has a greater reach than other platforms; your mum probably doesn’t have Snapchat, but she uses Facebook to keep up with the family.
So, here’s everything you need to know about creating your own Facebook community.
Plan ahead
Tempting as it may be, don’t just post anything. Firstly, identify your target audience and how they behave, then create content around that. Think about when they are online – your posts can be the most engaging in the world, but if nobody sees them, it’s bit pointless.
Next it’s time to create a plan; you need to be posting consistently but not too frequently (this can affect how many people see each post) – basically, you’re aiming for quality over quantity.
Moving pictures
It’s my own resolution for 2021, and I’m sharing it with all our clients too – use video whenever and wherever you can.
~Business Game Changer Special Promotion~
If you can’t (and it doesn’t need to be a professional job; a simple video taken on your phone will do) use photos, graphics and infographics to grab your audience’s attention.
Interaction
People love to talk about themselves, so use your posts to ask questions. More importantly, make sure you respond – and that goes for all types of engagement.
If people ask questions, answer, and if they compliment you, thank them or at very least post an emoji to show you’ve heard them.
You can take this further by encouraging your fans to share ideas with you and publishing guest content – hopefully the favour will be returned.
Show your personality
My marketing mantra is that people buy from people, and social media is a fantastic way to show your audience the face – literally – behind the brand.
Failing that, give your audience a behind-the-scenes look inside the company, or give away some insider information – it’s all about the extra something.
Go Live
Going live adds an extra element of interactivity, allowing for real-time communication as your audience can talk to you in the chat box too – a great way of creating that community feel.
Added to this, the live element adds a sense of authenticity; with no retakes, no edits and no filter, it’s never going to be perfect – and just what audiences love.
Give it a boost
Don’t be afraid to give your posts a little boost, especially ones that are performing well.
People often save it for unpopular posts, but boosting top-performing content can help you reach new audiences.
Be fun
If you’re aiming to appear approachable, making fun content is one way to do this. Create some memes, ask random questions or set your audience a challenge – now, more than ever, we’re all looking for distraction.
Chin up
My final piece of advice is the most important; don’t be disheartened if it doesn’t work immediately.
It takes time and energy to build an engaged following and it doesn’t happen overnight – but it’ll be worth the wait.
What are your top tips for building a community?
By Charlotte Nichols
Charlotte is founder of Harvey & Hugo, a PR and social media agency that builds lovable and memorable brands.
With over 15 years’ experience in PR, Charlotte prides herself in her creativity and uses this as the foundation of increasing engagement with customers and clients on social media.
