Your social media strategy is layered, meaning that you’ll utilize a variety of different tools and tactics to achieve a desired outcome. And with all of the new tools and features emerging, it’s very easy to become overwhelmed by the different options available to you. Take Facebook for example. It’s constantly innovating and tweaking the features offered to marketers and content creators.
Although this is necessary to keep businesses moving forward on the platform, it makes social strategy even more challenging because what works for one brand won’t necessarily work for another. This is why businesses are encouraged to experiment with a range of different tools in order to discover what works best based on their needs.
That said, there are some key Facebook features that shouldn’t be overlooked, regardless of what your immediate goal is. Below, we’ll highlight the features that every Facebook Page should be using and how they’ll benefit your overall social strategy.
Turn On Follow
In addition to your primary Facebook Page, you might find that some of your more public team members’ personal profiles have become popular destinations for customers and fans to interact with the brand. In this case, it’s recommended that those individuals turn on Facebook’s Follow feature. This way, team members who are comfortable using their existing profiles can enable fans to keep up with public updates without having to add them as friends.
This is ideal for prominent public figures as well as members of the media. Take WGN’s Nancy Loo for example. Although she’s part of a bigger news team, Nancy provides her Facebook followers with breaking story details and candid experiences inside her life as a journalist. It’s a great way to build awareness for the brand while showing off the lighter side of her job. While your primary Facebook Page probably highlights company culture, utilizing your team’s personal profiles can offer a more personal perspective.
If your community managers are okay with using their personal profiles on behalf of the brand, they can turn on the Follow functionality in Settings. Just click “Followers” in the left column, and next to “Who Can Follow Me?” choose “Everybody.” You’ll also want to make sure that your team’s profiles are finable on and off Facebook by enabling public search in their Follow settings.
Public Post Embeds
You might not think that there’s a lot of value in embedding Facebook posts, but you’d be surprised. A well-placed embed on your website or blog can drive engagement around a specific Facebook post. Because Facebook’s embeds are interactive, your visitors or readers can share your content with their Facebook friends, participate in conversations by commenting on the post, or even Like your Page without ever leaving your site.
These embeds can also introduce your Facebook content to a new audience. “Embeddable posts are particularly effective for Facebook Pages that don’t have a lot of fans but do have other web properties with traffic,” explained Eric McGehearty, CEO of Globe Runner SEO. “It is much easier to bring the Facebook content to the visitors than it is to get the visitors to Facebook.”
Facebook embeds only support public posts, and will include photos, videos, and hashtags associated with the update. This means that videos you attach to a post, for example, will play directly on your website.
Pages to Watch
Social media has proven invaluable for interacting with and attracting new customers, but it’s also become a popular way for brands to keep track of the competition. Earlier this year, Facebook opened its Pages to Watch feature to all admins to help with this process. Previously only available to a select group of testers, this Facebook Insights feature allows you to create a list of Pages similar to your own and compare the performance of your Page with that of another business.
In order to begin using this feature, you’ll need at least 100 Likes. If you meet that criteria, you can then create a list of up to 100 Pages to watch. Through the Insights module, you’ll be shown several metrics relating to your competition’s Facebook activity. These include the number of posts made by admins, the number of fan interactions, and a leaderboard of the top-performing posts across all watched pages.
Admins will receive notifications whenever their Pages are added to another Page’s watch list. However, while the notification indicates that it’s been added, it doesn’t disclose the name of the Page that added it. So if you’re intending to use this feature for competitive purposes, Page XYZ won’t know that your Page, a known competitor, was the one to add it.
These are just a few of the different features Facebook offers with businesses in mind. For more information on how the social network can help you meet your business goals, visit Facebook for Business. There, you’ll find details on helpful tools ranging from advertising to content creation, as well as dozens of case studies for inspiration.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.