What the *&%$ is my Social Media Strategy?

Facebook recently gave a presentation to PR executives. The video is over an hour long, but some interesting points emerged that can help frame your social media recommendations for clients.

We all know how to create a Facebook fan page and I think at some point we have all recommended a client create one for their product or brand, but then what?

Facebooks’s VP of Global Communications, Elliot Schrage, said “the tools we are creating fundamentally change the way institutions and companies communicate and respond to feedback.”

Fun Fact: Facebook’s own Facebook page is only the 3rd most popular Facebook page (after Texas Hold ‘Em and Michael Jackson)
The tools that Facebook offers to promote a company or brand can be simplified into 3 distinct categories:

  • Pages
  • Events
  • Ads

Key Points:

Status Updates provide the most impact per character
“We used to focus on our blog as the primary form of content, but now we’ve realized the status update is more immediate and more impactful” – Facebook.  Something as simple as wishing someone congratulations or happy holidays means something about the company or brand.

Save the media some junkmail
Facebook doesn’t put out press releases very often, and they don’t need to because they make announcements on their own Facebook page. When clients come to us with news they want to publicize, should we direct them to social media channels?

Consistency is Key
Daily updates are best if you can do them. Weekly update is the minimum to keep a fan base engaged.

Facebook Page should not be an arm of PR, it should be a window into the company
Think about ways you can tap employees at every level to contribute to your social media feed. Doesn’t have to be PR people or product managers. One of Facebook’s most successful fan page posts was on mother’s day where employees shared stories of what it was like when their mom first joined Facebook.

Events + Ads = WIN
Don’t forget about Events. If you have a Facebook page, use it to publicize your events. In Facebook’s opinion, their most powerful and effective ads are for events. When you see that one of your friends is going to an event that is advertising to you, you won’t feel like you’re being marketed to.

Be a Dude, Not Like… A Corporation, Man
Be direct, authentic, casual, and personal. You’re talking to friends, not users or customers.

Assorted Tips from Facebook on Facebook

Interesting guest bloggers get views

Call to action: ask readers to do something, answer a question or offer an opinion.

Create Feedback loops: Use your Facebook page to offer something like a promo code or discount code that users then take to your website/store. You will be able to measure the uptake very quickly.

Livestream on your FB Page: What do Obama and the Jonas Bros have in common? They both livestream on Facebook. Use the livestream to have a CEO respond to a crisis in real time. Use it to broadcast your event. Use it to show the fans a window into your preview media tour or your E3 booth. What about using it instead of your press tour?

So the next time a client says “What’s your social media strategy?” You have one!

Or you could refer them to an expert.

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