Test the success of using a Facebook ‘like to unlock’ plugin on your site
Thanks to a plugin that’s now available for websites, you can block your site content for users who have not yet ‘liked’ your page on Facebook. Before new visitors can read you content, they’ll be asked to follow you on the social network. This has the obvious benefit of encouraging more people to engage with your brand on Facebook and allow you to continue to build a relationship with them once they’ve left the site. Of course though, it isn’t without its flaws. Some users may simply leave the site instead, and if your target demographic doesn’t use Facebook extensively, it could turn out to do more harm than good to your sales. If you do decide to use it, make sure that you closely monitor the results over a set period of time before making it a permanent fixture.
Minimise the chance of over-posting by using Dark Page ads on Facebook
One of the key problems that face businesses when they choose to use Facebook’s advertising options is overexposure. Though the aim of the game is to reach your target audience, followers can become bored and annoyed when they see the same message too many times. Thankfully, the Dark Page option minimises the risk. Businesses can benefit from the same flexibility and targeting options, but the post itself is never displayed in the news feeds of followers – only in the side bar. Dark Page posts also allow advertisers to tailor their messages to audiences more specifically. For example, a retailer could deliver different messages depending on whether the end-user was male or female. This isn’t possible with standard ads unless the advertiser published duplicated posts.
Facebook Groups have been around for over 5 years, and are one of the oldest ways to build a community on the site. Whilst most marketers should be focusing on Pages when it comes to advertising their brand, Groups offer a brilliant way to share ideas internally within an organisation. If you have several people working on your social media strategies and execution, make sure that they’re all added to a private Facebook Group. It can turn out to be one of the best forums available for sharing documents and ideas.
Use Facebook Questions as a market research tool to gain insight from followers around new product ideas
Market research is invaluable, and the Questions feature, launched back in July 2010, provides one of the easiest tools you could ever find when it comes to gathering feedback from your customers. The tool is flexible and allows businesses to gather a wide range of quantitative and qualitative data which can be analysed in depth. If your business is planning to launch a new product line, it can be a great way to gather feedback and insight.
33. Use Facebook Groups to share ideas internally
Use Google+ to take control of local social
Not even international businesses can afford to ignore the potential of local social. If your business has local outposts, which will be the case for many retailers and restaurants, ensure that you’re creating local pages where customers can leave reviews and find out more about your business. Following the developments from the search engine last year and the increasing focus on local, it’s safe to assume that these sorts of factors will start to have a huge influence on rankings. Consider appointing (and of course training) social media champions to manage these pages on a local basis.
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