Mark Zuckerberg, the CEO of Facebook, said in his first quarter 2016 earnings call that people are spending 50 minutes every day on the company’s apps. And, every minute of every day, one-million pieces of content are shared on the site. While there are some that say organic social branding isn’t the way to go, that’s simply not the case. Facebook is powerful to brands who use it organically (not to mention through paid social advertising).
We know Facebook is powerful, but is organic social branding the route to take? It is. According to Cici DeWaal of Adobe’s Digital Marketing blog, the benefits are numerous and include lowering marketing costs, improving brand development and longevity, and allowing brands to take advantage of utilizing emerging networks.
She says, “Content that’s engaging to users builds loyalty and trust — pillars upon which a successful social-media presence is built. With brand awareness, loyalty and trust are important differentiators. Companies that enter into meaningful conversations and post content that resonates with users, seldom need to do more—bringing in new community members without paying.”
But, there’s a catch. You have to do it right. Yes, mistakes will happen. By developing an effective social branding campaign on Facebook through proven methods and simple strategies, your company will see your brand grow in a natural, long-lasting way. Let’s focus on the most important steps to take when building an effective organic campaign.
#1: Do have one voice to rule them all
Creating a consistent and unique voice is very important for brands on Facebook. Your brand voice should be distinctive, but not so over-the-top that it pulls away from your message. It could be unique but out of the ordinary, like CarWoo.com. Their page is full of strange, but consistent posts. What’s unique is that each post stimulates conversations:
Don’t be apprehensive about posting in a unique voice. For example, the posts by Grammarly are always fun and . Here’s an example:
Make sure your brand voice is consistent across all channels, including your website. You don’t necessarily have to be “fun” to be successful on social media, although for some brands that’s a huge part of their strategy.
However you want to be portrayed, make sure you’re consistent in the types of posts you share, and the way your copy is written. Doing so will foster trust with your followers, and let people know exactly what they’re in for when they follow your Facebook page.
#2: Be quick and responsive
Have you noticed Facebook’s business pages now tell customers how long it takes you to respond? Facebook’s metrics track how long it takes for you to respond to your customers and places this data on the top of your profile. By Facebook’s rules, to achieve a “very responsive to message” rating, you need to have responded to at least 90 percent of your messages within 15 minutes over a seven-day period.
#3: Do share other people’s posts
Sharing is just as important to getting likes on your Facebook page. Chris Crum at WebProNews sums up the importance of shares in general. “There’s a 72% chance that if a Facebook user sees a media post referred from a Facebook friend interacting with it, the interaction was a comment, but if that person shared it, the percentage goes up to 99.8%. The numbers for brand pages are 28% for comments and 94% for shares.”
By sharing, you achieve several benefits:
- You are helping other companies (hopefully non-competitive ones). They’ll help you later.
- Your share gets the attention of those following your page. It may increase your likes on your own posts.
- You are supporting your followers’ interests and building a relationship with them.
#4: Be human and personable
Social media is called “social” because it’s about creating personality and interactions from your business to your customers. It’s not always easy to be personable and human when representing a brand, though. In fact, you may find it downright hard to do. You don’t want to offend anyone. You don’t want to trigger a negative response.
Red Tractor Pizza creates personality on its page by using “real” photos, not just promotional ones. They take actual photographs of their employees, their farmers, and their products. This creates a human side to them.
To tap into a very tough market, June & January, a kid’s clothing company, puts a lot of effort into engaging, even one-on-one with their Facebook followers. They know and talk about the importance of coupons and they are very consistent in providing responses to questions. This effectively erases corporate stereotypes and humanizes the brand.
#5: Do know your fans
Who is your audience on Facebook? These are your customers, the people that you need to interact with. If you don’t know who they are, what they like, what they want to see, and what makes them respond, you cannot create an effective organic social media marketing campaign. Instead, focus on knowing your team. With social media listening tools and social media analytics tools, you can capture more of that information.
Intrepid Travel has a fantastic Facebook page because they know their audience, and the take the time to create posts that speak to the interests of their globe-trotting audience. They use a variety of posts to generate audience engagement like traveling quotes, incredible traveling stories, traveling reviews and “best of” and “how to” blogs.
#6: Be reliable and consistent
You don’t want people to forget you. To do that, you need to be consistent in your posts on Facebook. Being consistent helps to build your brand recall. It helps to show who your company is and what its personality is. And, consistency helps to create a situation where customers want more. They start looking for you!
Check out this graphic from Hubspot that shows the impact on frequency of posts and the impact on clicks:
#7: Be original
Finally, and yet most importantly, you need to ensure your posts are original. This is perhaps the hardest part of the process. Being original means putting your marketing team to work for you. And, they need to learn what’s important to your audience to create that type of interest. With the help of NUVI’s social media analytics tools, you can gain more insight into this and have a bigger advantage in creating content that really does get the attention of your followers on Facebook.