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Facebook Page Management: Five Things You Should Know

With more than 60 million Facebook Pages, brands are reaching millions on the social media platform. A report by We Are Social shows that posts on a brand’s Facebook Page reach 10.7% more people than its current number of followers. From this, 4.2% of users who see a Facebook Page’s post engage with it — be it by reading a status, liking a post, watching a video or clicking a link.

This alone should be reason enough for your business to step up its Facebook marketing efforts.

So, what are some of the basic things a business should consider when it comes to Facebook page management?

1.     What’s the average cost of Facebook page management?

Small businesses especially startups that have limited resources may prefer to outsource their social media management.

Different companies charge different prices though the range is usually between $350/month to $2k/month.

The key to remember here is whichever company you choose should be clear about what exactly is included in that price. How many posts per month will they publish? Will those posts include any custom graphics or short videos? What sort of reporting is included?

There are basically 4 different pricing models for structuring your Facebook Ad Management services.

  1. Percentage of Ad Spend – typically between 10-20% of the monthly ad budget.  This is a fit for larger ad budgets.
  2. Flat Fee – if you have a focused campaign during a bounded time period then a flat fee makes sense.
  3. Hourly Rate – charge based on how long you spend doing the management and track your time.
  4. Monthly Retainer – similar to the flat fee but an ongoing fee depending on a general number of ads you are running each month.

Key takeaway here is any package you select should have clear goals that tie into your larger business goals, but that’s especially true for the more expensive management packages.

2.     How often should you post for best engagement?

If you post too infrequently, your audience will forget that you exist and you will quickly fade into the deep dark recesses of their minds. However, if you are posting too often, you will become a complete nuisance and they will dread seeing your posts overcrowding their feed.

We have all heard the infamous, “two posts a day” rule for Facebook marketing. This should not be confused as a hard and fast rule and studies have shown this rule comes with some side effects that you may not be aware of.

For every business how often and when to post differs with in terms of how many followers you have, what is your goal (get website clicks, or post engagement) etc.

The best advice would be to test a couple different strategies and monitor the Page Insights to see what gets you the best engagement over time with your audience. Performance can vary dramatically from one Audience/Page to another – so the best strategy is to test.  Especially right now, Facebook recently announced a dramatic change to the algorithm and it’s not known yet what the impact on best practices will look like going forward.

Instead of focusing on frequency, focusing on producing quality content that encourages discussions with your fans is a winning overall strategy.

3.     What’s a good way to get followers for your page quickly

Creating content that users can engage with is half the battle. Don’t to worry too much about your follower count… it’s the quality, not the quantity that really counts.

When a Page is BRAND new, I recommend simply telling everyone you know to support you – just remember, it doesn’t do you any favors to have irrelevant fans, so if your relative would never become your customer, don’t invite her to like your page 😉  When it comes to paid ads, you can of course run targeted Page Likes campaigns. This is often the most cost effective way to generate Page Likes from paid Ads. If you are getting high levels of engagement on a post, you can also invite anyone who “reacts” to that post, to like the page – this is an effective way to increase followers by inviting already-engaged users to like your page.

4.     What are the biggest mistake people usually make when it comes to Facebook  page management?

 

When it comes to organic Facebook Page management, I’d say the biggest mistake is outsourcing all of it. Now, there is nothing wrong with commissioning a person/agency to manage a Facebook Page, but I believe strongly that the business owners should be logging onto the Page regularly to respond to comments and interact with the clients. Social Media is a really effective platform for keeping in contact with your current/prospective clients, and the decision makers should be taking in that information, learning what people are saying/recommending!

 

5.How does one enable rating and reviews in one’s Facebook page and how important is rating and reviews in Facebook marketing

You can enable reviews by going into your Page Settings and under the “Edit Page” tab, you can add a Reviews Tab. Once you have enabled reviews, you cannot moderate the reviews… so if you get a poor review, you are stuck with it. That is the risk with having reviews enabled – that being said, people like seeing reviews of others, so I recommend enabling the ability to leave reviews and working hard to only attract positive reviews. In the unfortunate event that you get a negative review, I suggest responding professionally.

 

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