Facebook is easily the most popular social media marketing tool on the web. The social media giant accounts for one out of every five page views on the Internet. Here Shweiki teams up with Stephanie Scheller, Sales Trainer and Coach for Eric Lofholm International, to present a must-watch webinar on how to translate Facebook’s 1.1 billion users into money through social media marketing.
Data on Facebook is ranked and organized by related content and interactions with users. Facebook uses engagement to rank content and measures engagement with three main variables: likes, shares, and comments. Designing posts the right way to garner the most engagement will help regular unsponsored posts to grow organically. In order to maximize social media marketing potential on this platform, Scheller recommends boosting engagement in the following ways:
Attach a Call to Action to Social Media Posts
Posts which include the word “share” inspire almost twice as many social actions than posts that do not. By attaching a call to action, users are more inclined to interact. Asking people to like, share, or comment on posts can significantly increase the interactions of one’s social media posts.
Use Social Media Analytics Tools
To understand their social media audience better, marketers will often survey Facebook users, analyze their posts through Facebook Analytics, and watch which posts have the most interactions with which demographical users. By collecting this data, social media marketers can better design their posts to fit their audience.
Sponsor or Advertise Popular Posts to Increase Social Media Engagement
According to Scheller, “Facebook wants to be the Google of social media.” Everything the platform features on users’ news feeds is designed to increase interaction with their users. The more interaction a post gets, the more likely it is for those posts to appear to users. By sponsoring and paying to advertise already popular posts, social media marketers can boost the engagement levels of future posts organically.
Increase Social Media Relevancy by Narrowing the Focus on One’s Demographic Audience
Increasing user interest and the relevancy of posts will greatly affect the social media engagement levels of future posts. To help future social media posts grow organically (rather than feeding more of one’s marketing budget to Facebook), one can focus on marketing posts to the demographic which has the highest engagement levels. Facebook will more likely organically boost a post if overall social media engagement, the click-conversion rate, and post relevance are consistently high.