19 December 2014

Social Media 'Reaching' for Business

Facebook for Business - Reaching out with ease

You may already be running a Facebook business page and if not, chances are you're thinking about it.  Having a Facebook page for your business is a great way to maintain rapport with your clients, build a bigger audience and help raise awareness for your brand, product or service. 

Recently however, Facebook changed the rules surrounding business pages.  This means that your organic reach won't go as far as it once did, for a number of reasons.  There are now so many businesses with Facebook pages that the amount of people posting at any time can be enormous.  This affects whether your post will specifically appear in the newsfeed of followers.  You now have to work a little harder to have your posts seen by more people.

So what is organic reach?

This is the total number of people who see your post through unpaid distribution, generally those who have chosen to follow or like your business page.  But if they're not online at the time of your post, it may be missed altogether.

Here are some strategies to increase your organic reach on Facebook.

Be open

There is no better way to build trust with your audience than to be open.  By making your brand and team relatable by posting real photos, updates and information about what goes on in the company (within reason) you can truly gain trust with readers.  This nurtures brand loyalty and familiarity, encouraging post likes and comments which promote your post and display it more frequently in Facebook feeds.  Create an element of transparency by posting work outings, team events, birthday shouts or awards won.  (A good photo would be a group of people out to a restaurant dinner or on a team building activity)

Be available

Let your fans know you're there for them.  By encouraging interaction and responding to this, you are providing access to your brand.  Think about different ways your fans can interact with you whether this is through forums, or other social media platforms such as Twitter and Instagram.  Perhaps look at running competitions - even if it's for a bottle of wine or a movie voucher.  Each of these ideas will help you expand your organic reach and potentially gain a wider following.  Everyone likes to win stuff!  Don't be daunted by the idea of other forms of social media either.  It's actually quite simple.  Most programmes now are linked together in a way that allows you to simply tick a box to send the information update across various platforms.  The initial setup only takes a few minutes and once you've done this, these updates can be sent directly from your website or blog.  The added benefit is a larger organic reach and higher rankings in search engines. 

Be positive

This one almost speaks for itself.  Before posting anything, think about your social media marketing voice.  What kind of character or persona are you trying to portray?  What's the tone you intend to use?  Be mindful of the language, whether it be playful, savvy or a tad more formal and ensure you always post with a purpose.  Is your post to inform, entertain or sell?

The above considers types of 'reach', different sorts are explained below:

Organic reach: the number of people who can see your posts through unpaid distribution on social media such as Facebook. 

Paid reach: the number of people who can see your post as a result of ads on social media.

Targeted reach: the people who are most likely to spend money with businesses like yours.

Viral reach: the number of people who have seen your post because a friend has liked, shared, or commented on your post

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This Newsletter, of necessity, has dealt with matters of a technical nature in general terms only. Clients should contact us for detailed information on any of the items in the Newsletter. No responsibility for loss occasioned to any person acting or refraining from acting in reliance upon any material in this Newsletter can be accepted by any member or employee of the firm.

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