Facebook is like the Optimus Prime of Social Media with over 500 Million people (half of which log in EVERY day!), 150 Million log ins from mobile devices, over 70 translations and 1 Million active developers in the community who create apps, games and new content every day.
At last count (April 2012) there were almost 11 million Australian’s using Facebook which ranks us as #19 in the world. Not a bad stat really when you think of it, it’s almost 50% market penetration for our small plot on the globe.
How can businesses be a part of this giant, complex, ever-changing eco-system? Facebook made it simple.
Several years ago, they created Business Pages where brands could set up a page, ask people to follow and create content that engaged customers. They simplified so that even a small business could stake a claim on the site. Thankfully Facebook has continued to evolve the capabilities of these pages including the ability for developers (like Avalde Digital) to create applications using the Facebook platform.
Starting with Facebook Timeline for Businesses, this is the first of a series of Avalde blogs we are affectionately calling The Ten Commandments of Digital. It’s a way for us to share techniques and learnings from working in Web, Mobile and Social.
If you would like us to publish any particular theme for the Ten Commandments of Digital, please let us know through comments or contacting us directly. We are happy to share … even on our Avalde Facebook Page!
1. Thou Shalt set up a Business Page, NOT a Profile Page.
There are differences between the two types of Facebook pages, and you’ll find yourself restricted if you set up a profile page rather than a business page. A simple, but easily overlooked step. As part of this, you can also add in your location so people can check in … we will cover this in another blog!
2. Thou Shalt Embrace the Facebook Timeline.
On 31 March, 2012, Facebook implemented Timeline for all business pages (and personal pages). Whilst there is some debate over the new look, it won’t be changing back. Make sure your Cover Photo and Picture Profile are well designed and not a poorly cut or stretched logo. Invest in a positive first impression and as Tim Gunn says “Make it Work”. This is what we created for the Avalde Facebook Page.
3. Thou Shalt Go Forth and Populate before Socialising!
Don’t start promoting for fans on an empty page. They will take a look, see nothing and never come back!
4. Thou Shalt Create Evergreen and Topical Content.
Like you would for marketing or advertising campaigns, plan your evergreen and topical content so that you can populate your timeline quickly and easily. Don’t forget to add photographs, videos, behind the scenes information and your basic profile. If you do not have any for your business, look at video and image sources from relevant industries. When you find something, share it or simply type in the web address where you found the content and Facebook will populate the data/images/headline for you.
5. Thou Shalt put the Most Important Message First.
Facebook Timeline allows you to control where you put your most recent/important message by “pinning” it to the top of your page. Make sure you pin it to the top until it is replaced with newer news.
6. Thou Shalt Keep Timing in Mind.
Avoid posting late at night or too early in the morning (unless that’s the hours you’re aiming to reach your audience) but also consider the time of the year. Think about the messages you’ll send on St Patrick’s Day, the New Year, the Leap Year… Change your image/colours and messages to keep it fresh!
7. Thou Shalt Love Advocates/Fans/Followers/Likers!
Welcome new fans, contribute to discussions started by your fans and make them part of your community. Like comments, share comments and ask for your fans to do the same! Lane Bryant in the US do this really well with over 500,000 likes and Australian-based Clothing Company Black Milk are growing their community every day with their responsive interactions with brand fans.
8. Thou Shalt Keep it Real.
It’s important that a real person moderates the community in real time to provide information and answer questions. If your online community takes time to ask questions or comment on your brand, you need to be responsive.
9. Thou Shalt Not Spam.
Your Facebook page is somewhere to have conversations and reward your community, not to push the hard sell. One of the sure fire ways to turn your fans away from your site is to inundate them with broadcast messages for things they’re not interested in or spam them with offers and deals. Check our previous Avalde blog for this too!
10. Thou Shalt Ask thy Audience and Reward in Kind.
Be prepared to ask your audience what they want to see on your Facebook page, and reward them when they do. Rewards don’t need to be physical (but discounts or freebies are great!) – it can be as simple acknowledging them publicly for their question or feedback. Like the Likers!
It’s also worth checking out the resources provided by Facebook to keep up to date with the latest changes as well . Timeline is the most significant change in the last year, but you never know what’s around the corner!
If you would like us to publish any particular theme for the Ten Commandments of Digital, please let us know through comments or contacting us directly. We are happy to share!
The team at Avalde Digital are also happy to chat to you if you need our assistance with setting, maintaining and growing an online community for your brand. Contact us in Sydney or Brisbane offices.
Like this:
7 Step Social Media Reality Check for SMEs.
Do you have Social Media Psychosis? Yes, Social Media Psychosis…
Psychosis means abnormal condition of the mind, and is a generic psychiatric term for a mental state often described as involving a “loss of contact with reality”. Thanks en.wikipedia.org/wiki/Psychosis.
Social Media Psychosis is the abnormal condition of the mind, that results in the thinking that ‘social media’ is the answer to all business challenges which is obviously a “loss of contact with (virtual) reality”.
It’s a description I use when a client has unrealistic expectations on what social media can do for their business. That tweeting, blogging, posting to friends, followers and fans will fix all their business woes.
Social Media Psychosis Self Diagnosis…
- I believe that everything I post on Facebook will be seen by everyone in the known universe.
- I believe that if I tweet everything I think all the time, it will result in lots new clients and revenue.
- I believe that connecting with people I don’t know, want to know, maybe know, used to know will make my business successful.
- I believe that my website is no longer important … I just need a Facebook Page.
- I believe that everyone wants to know everything about my business.
- I can’t understand why my social media efforts aren’t working.
If you answered yes to 1 or more of those statements … Houston we have a problem.
Firstly let me just say that the evolution of communication into the form we now generically call “Social Media” is an amazing development of our society and culture. We are connected, updated and plugged into the world. With this much access we are empowered to share, care and communicate more than ever before.
However, with all great inventions, there is always risk. People can also ignore, block and avoid information (and you) with a simple click of a button.
Which is why we should all get real with social media. In order to cut through the social media chatter, you need to go back to the basics of business, marketing and communication strategy and tactics.
This is a 7 Step Reality Check the Avalde team use when embarking on a social media strategy for clients.
1. Have a plan.
Plan your journey, prepare for potholes and be ready to take advantage of opportunities that present themselves. It is critical to integrate and develop the plan with all your other channels. Always be thinking, ‘how does this work in conjunction with our existing and future plans.’
As a rule of thumb, a social media strategy should be developed at the same time as your business and marketing strategy – rarely in isolation. Your media/advertising plan, your event/sponsorship plan your people/culture plan and client/sales plan should all work in support of and in harmony with each other in order to maximise the best return on investment (ROI).
2. Write the Rules. Create the Policy.
If you don’t read the manual or know the road rules, how are you going the drive the car or even get to your destination? There are many blogs and articles on social media policy. From an SME perspective, it is important for you to be clear on the rules, provide an online manual (which can be easily updated) and regularly discuss with your staff.
Some of the considerations for your social media policy are:
- Personal accounts and professional accounts – do you allow staff to link them?
- Personal accounts – do you allow staff to reference their workplace?
- Usernames and passwords on your accounts – who has access and when do you change them?
- What is your image, blog and link policy – do you cross link?
- What approval process do you have in place for content?
- Who has final approval on posts, tweets, blogs?
- How do you respond to negative comments, posts, tweets?
- What is your crisis management procedure?
The Coca-Cola Company has posted their Online Social Media Principles. Bookmark it for when you have time to read. With over 5,000 conversations a day in the social media space, a consistent approach and vision is critical!
You may not be a size of the Coca-Cola Company, but some guidelines on using social media will go a long way to providing a smooth experience on the journey.
3.Be consistent with your tone, voice and message.
This discussion is frequent and necessary. Consistency and continuity across your look, feel and tone is importance to conveying the visual and visceral impacts of your brand.
Discuss the profile of the person who communicates for your business. Is it female or male? How old are they? How do they speak? Are they excitable? Are they calm? Are they formal? Are they casual?
It all comes back to the Brand Values you develop for your business. You could decide when you communicate with your friends, followers and/or fans that you are Knowledgeable, Professional, Insightful. Or perhaps you are Exciting, Energetic, Inquisitive?
Those values describe two different brands that would communicate distinctly different.
This tone can be consistent which adapted for different channels for example. You can diversity the voice, but still maintain the consistency.
4. Select your channels wisely.
We previously posted thoughts on the Top 9 Tips for a social media business plan. Tip 1 always comes up when we discuss social media planning with a client … and here it is ….
Tip 1 – It’s NOT one size fits all
Facebook is your friend. Twitter is your acquaintance. LinkedIn is your business partner.
Do you communicate and share information in the same way to all these people in the real world? Then why would you communicate the same way in the virtual world?
Choose the social media mix that suits your business.
Over 400 social media websites exist, which selection will work with your brand values, tone of voice, target audience, potential audience and business strategy?
If you know the options, understand the brand, the plan starts to take form.
5. Choose your driver (s) carefully.
OK, so you’ve got your plan, you have your “voice” and tone decided, you’ve chosen your channels. Now what? You find a driver.
Sometimes in a small business, the driver will be you and only you. Good news is that you know the business, you should know your product and be customer focused. Then again, that can also be to your detriment, because you can get caught up in the need to generate leads and revenue and forget this is about a consumer connection not necessarily a pure sales driver. Or you will forget it altogether and your audience will wonder where the hell you went!
Try to avoid the urge to delegate it to a friend or someone who does not understand your business or have no accountability should the ‘social’ hit the fan. Would you hand over the keys to your car to an unlicenced driver or L-Plater? Then why would you hand the keys to your social media plan to an inexperienced staffer, friend or mate?
If you are an SME, look to your staff to find the right people who are passionate, interested and already operating in the space (personally or professionally). This could be with your marketing/communications team, your sales team, product team or a combination! As long as you have rules in place, instil a sense of accountability as well as check points in the communication, you can share the driving.
Don’t automatically assume the new intern is the best person because they are “that generation”. Take a look at Sensis Social Media Report which was created in association with AIMIA (Australian Interactive Media Industry Association) from May 2011. It will give you an overview of social media usage in Australia. It’s an interesting read and will surprise you with usage statistics for people over 24 years of age.
For the larger and more involved work including blog development and planning, look to a specialist in the area to plan with you. They can provide vital expertise and help educate and train the team (or you!).
5. Listen, Watch and Learn.
One of the key learnings in my many years of marketing and media roles, is that you never stop learning. It’s what you do with those learnings that will define your results and successes.
Social Media allows you to openly receive feedback and ideas from some of your loyal audience. For an SME this can be more cost effect than commissioning research! Watch the interaction from your activity. What works and what doesn’t. What do your followers, fans, friends like and dislike? What do they share and recommend to friends?
The fear of negative feedback and reaction can stop you dead in your tracks. It is human nature to actively avoid negativity and risk.
Laurel Papworth (@silkcharm) has been creating and managing online communities for over 20 years and recently tweeted “Don’t hate negative comments in social media – even the most inaccurate impassioned debate teaches something. And the debater learns too! 
“.
That is a great quote and whilst I fear someone will post how much they hate what I write, that I have spelling and grammatical errors, I need to feel the fear and do it ![please be kind].
6. Review, Revise and Research.
Sometimes the best laid plans can go haywire. Social media is not unique in that respect. Some well researched marketing plans have been shot mid-plan due to a company buy out, change of legislation or change of product, all which were unforeseen in the planning process.
You should review your plan regularly and be brave enough to revise it. However, before you go changing … make sure you give the plan to breathe! No sense in wasting time on multiple changes when you haven’t given it a chance to develop.
When I started working in my own business, I’d come from a traditional marketing background. Print, TV, Radio, Outdoor and Web was the standard media mix. When I stepped into a Digital role in a digital design and development business, it was critical for me to research.
I started with finding whitepapers on web innovations, subscribing to websites that posted interesting information, joining industry associations and participating in discussions as well as following relevant businesses on LinkedIn, Twitter, Facebook.
It’s always pleasantly surprising, the wealth of information at my finger tips. I’ve realised that if I don’t know someone else does and they usually a Google key word away.
7. Reread the plan.
Needless to say, I’m an avid planner.
I like to know my destination before I get into the car. I like to arrive at the destination on time (sometimes with spare time for a coffee).
I also like being able to handle changes to the plan with a clear head and calm exterior.
You can only do that with a well-developed plan. A plan for the route. A plan for detours. A plan for hazards. A plan for accidents. A plan for a change of destination.
If you empower yourself with the plan, share the plan with your passengers, accept that there will be change, you will remain (relatively) unscathed…
…and the journey will be something to Tweet about!
Top 9 Tips for a Social Media Business Plan
“We need to do that social media stuff, tweetle the dee, you know the Facebooking thingy.”
That was a half serious comment from a much-loved client today. He has heard that social media is the latest, greatest, business solution from EVERYONE he has spoken to including his sister, brother, cousin and friends mate from the mechanics down the road.
If this is the case, he must do it, right? …ah um no.
Social Media is an opportunity that must be weighed in line with business, product, marketing and communications strategies. The web has given the world many communications channels for people share, interact, engage and respond.
It should not be treated with contempt or whimsy nor should it be treated as the sole solution to a business challenge.
Here is a few simple tips on what you should consider when planning and implementing social media in the mix of tactics for a business strategy.
Tip 1 – It’s NOT one size fits all
Facebook is your friend. Twitter is your acquaintance. LinkedIn is your business partner.
Do you communicate and share information in the same way to all these people in the real world? Then why would you communicate the same way in the virtual world?
Choose the social media mix that suits your business.
Tip 2 – Narrow your focus and do it well.
Spreading yourself thin across every social medium will not only cause a large resourcing issue with your business, but it won’t do you any favours. You will end up posting the same generic information across every channel for a boringly beige user experience.
Like with most business strategies, start with a narrow focus and do it well. When it shows ROI, you can look at broadening the focus and improving the social media spread.
Tip 3 – Beware the FRIENDly “experts”
Everyone has an opinion when they have no responsibility nor accountability for the outcome of said “expertise”. Beware the friends and family who do not have a speck of experience using social media for business. Would you base other business decisions on this?
Tip 4 – You will do something stupid
Social Media is trial and error when trying to work through the best mix for your business. Spelling mistakes, incorrect photos, wrong dates…it will happen. Like with any communications plan, you must ensure you have contingencies in place to handle incorrect information in the public domain and take steps to rectify. Which leads to the next tip.
Tip 5 – Be Responsive
Social Media is a two way channel. Your audience and potential audience will want to engage with you if you are using the medium well. Responsive communication is essential to keeping your audience interested, engaged and supportive. So many times you see a customer question appear on a social media page that is let hanging because no one bothers to respond or acknowledge.
It’s just like letting the phone ring out on a customer complaint hotline.
Tip 6 – It’s not just another sales channel
We follow many pages, accounts, channels out of interest but there is nothing worse than every post starting with “Special Offer Today only” or “Buy 1 now and get 50% off”. Content is not about the latest greatest offer.
BUY! BUY! BUY! SALE! SALE! SALE! will have them switching off very quickly.
Tip 7 – Use Spell Check (please)
Does it need explaining? Bad spelling = poor user opinion = upside down smiley face L.
Tip 8 – Ask for help
If you are struggling with the skill set in your business to undertake social media, always consider looking to businesses that specialise in it. Start with a strategic plan which includes an implementation plan. You do not have to go to the expense of full time social media strategists, but buying time from knowledgeable, reputable people in the field may just be wise investment.
Tip 9 – Beware the Urban Myth
“I know this guy who like tweeted a few times and made a million dollars.” Our eyes glaze over and sound is muted when someone starts to explain another Urban Myth with social media. Reality check …
It’s not easy …
It is hard work …
It isn’t a quick fix …
It can be rewarding.
By Melanie Lindquist @ Avalde Digital
