Facebook Tips and Resources

Deciding whether Facebook is right for your brand should always be the starting point before you do anything. It is best to consider these questions:

  • How does Facebook ‘sit’ in relation to your brand? Your Facebook page will need to be an extension of your brand personality. Is the platform right for that?
  • Do you have the skills-base to create content delivered in the right tone, and can you ensure you have dedicated resources to keep it going?
  • Do you have a culture of two-way engagement with customers, or are most of your communications to date one-way?
  • Are your customers on Facebook and how are they using it? Do they follow (like) or interact with similar brands on Facebook? Would they like an occasional update in their newsfeed from you?

If you’re answering ‘yes’ to these questions, contact the Office of Media & PR to avail of a place on one of our upcoming Facebook workshops or for guides to help you develop a Facebook marketing strategy.

Engagement: The key success factor for Facebook marketing

While you can treat Facebook as a broadcast channel, to achieve the best return, you need to create and share relevant content that elicits interaction. Brands that have engaging content on their Facebook page can often reduce advertising budget. Engaging content can have enormous organic reach that builds trust far beyond that of an advert.

  • Define an agreed pattern of updates. You don’t have to post every day, but you do need to keep your Facebook active, so find a way to schedule your activity amongst other priorities.
  • Using ‘Relational’ content posts - ‘Relational’ posts which ask questions and encourage engagement generally enjoy high levels of reach, amplification and engagement.
  • Emotionally connecting consumers to a brand is essential. Without it, relationships are not formed, and loyalty can never develop, as the consumer has to be touched emotionally more than intellectually.
  • Do we provide excellent content that drives trust and loyalty? You need to earn the right to sell to your fans. By providing excellent free content you are far more likely to convince them that they can trust the things they need to pay for from you. Fitness trainer The Body Coach gives away free workouts and recipes to get people to buy into his paid-for programme and recipe books. At the time of writing, he has 2.9 million page likes.

Why do people follow brands on Facebook?

Research shows that people generally follow brand pages for one of five reasons:

  1. For promotions and discount 
  2. For the latest product information
  3. As a method of customer service
  4. For entertaining content
  5. To be able to offer feedback

Managing Facebook, particularly alongside other social media networks, is time-consuming. Good practice is to post directly to each network. Each social network has its own niches and appeal, and it may not be appropriate for your business to be active in all environments. Having a presence in all of them may mean that you cannot sustain a proper strategy, and therefore not see the results you would like.

Office of Marketing and Communications

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East Wing, Main Quadrangle, University College Cork, Cork, Ireland