Adapt Your Social Media Marketing or Fail

Adapt Your Social Media Marketing or Fail

Social media marketing is changing.


The way you post, what you post, who you target – the who, what, when, wheres – it’s all changing. If you’re not adapting how you use social media to market your business, you’re going to fail. And fail bad.


In the past year, here’s what we’ve seen:


And that’s just the tip of the iceberg folks.


In the beginning – way back in the early 2000’s – you could just post whatever you wanted on social media and people would see. Much like the movie Field of Dreams, where the main character was told, “if you build it, he will come.” And he built it, and he came. Now that was dealing with a baseball diamond, the Black Sox, and a dad, but the theory is the same. You could post on social media and people would see it, and theoretically, come to your page/store/website. There was no algorithm dictating who saw what.


Fast forward to 2018 and the landscape is vastly different. Everything is methodical. Everything is done purposefully. There is a science and a psychology behind social media marketing – and it’s changing.


People do not want to see sales pitches. They want to see content that matters and relates to them.


People do not want to see fluff (think of all of those stupid videos and gag-tastic memes/quotes/graphics in your feed). They want to see meat – content with substance.


People do not want to have their time wasted by a business posting meaningless “Share this to win a $25 gift card!” posts and their feed cluttered by 25 friends sharing it – which, by the way, is AGAINST FACEBOOK RULES TO DO. People want to see authentic content.


What are you posting online? What’s on your Facebook page right now? Instagram? Twitter? LinkedIn?


Put yourself in your follower’s shoes. Are you posting something that would make you stop and read it, or just scroll on by. Think about that for awhile and think about that when you post next.


Social media marketing is going through an evolution right now. It came on the scene, people exploited it, everyone became an “expert” on using it as a marketing tool (when very few are legitimately versed in it), and now as the tide is changing, everything is being sifted out. The fluff content is getting penalized on Facebook. The fake experts are being called out. Social media marketing is changing.


But how?


It’s all coming back to the nuts and bolts of what I call marketing 101. Relationship-building. And it’s not a one-way street. You have to be active and respond to everyone. Let me type that again – you have to be active and respond to everyone.


People have said they want meaningful, accurate, authentic, and informative content. Adapt your content as such. Stop the fluff. Post the content that will draw them in, make them act. Reach out like the human being you are and build a relationship through social media with your community. Use social media as the communication tool, like the telephone.


People want more personalized experiences, especially in retail (read more about it here). Use social media to tailor the experience they have with you to them. Feature customers. Congratulate customers.


AT&T way back in the day had an advertising phrase – “Reach out and touch someone.” Apply that to your social media marketing. Reach out to your followers and touch them. Create an emotional connection that will turn them into life-long customers. It’s all about the relationship.


Social media marketing is going to be like Darwin’s theory of evolution – the strongest will survive and those who adapt with outlive the rest.


So how are you going to adapt?

7 Social Media Questions I Always Get Asked, Answered

7 Social Media Questions I Always Get Asked, Answered

I get bombarded with questions about social media all the time. In Walmart. The school pick-up line. Church. Social media is what I’m known for.


Last month, a good friend of mine in the business did a round-up of the top social media questions she gets asked and posted them on her blog, so in the spirit of share, and share alike, I thought I would do the same. The timing is quite fitting. I recently led a workshop with my good friend Louise Pritchard of Pritchard Volk Consulting on Branding and Social Media Strategy for The Southern C Summit and many of these same questions came up again. They are common questions, which means that business owners are still learning how to effectively use social media in marketing their business.


Before I dig into these questions and give you my answers, let me preface it all with this. This is simply the advice I give based off of over 16 years of overall marketing (and advertising) experience, including almost 7 years of that working solely in social media and digital marketing. There is good advice and there is bad advice. I mean, really, really, really bad advice. There are social media consultants out there that prey on inexperienced business owners like ambulance-chasing attorneys prey on victims. They take advantage of that business owner’s inexperience in this arena and lead them to practices that are just wrong, and sometimes against the rules. My company, and myself, pride ourselves on being one of those who follow the rules to the very end, so know the advice we give comes from experience and research 🙂


So let’s take a look at the most popular social media questions asked, and the advice we give {for free!}:


What social media platforms should I be posting on?

Before you decide what platforms you are going to use, you have to answer three questions –


  • WHY am I using social media in the first place?
  • WHO am I targeting?
  • WHAT is my end goal?


Let me explain. You have to know why you are using social media to market your business online – everything you do has to come back to that. After you know why, you have to know who you are targeting. This is very, very important. You will only use the platform(s) that your target audience is using. Let me repeat that. You will only use the platform(s) your target audience is using. You will rarely, if ever, use every single one. Once you know your target audience, you will essentially answer the question, BUT, you have to know what your ultimate end goal is for using social media. That will also play a role in what platform(s) you are using.


Example: You are women’s retail boutique that wants to target women ages 30-45 who like trendy clothing. After looking into the demographics of the platforms, you’ll see that the majority of that audience are using Instagram first, then Facebook, followed by Pinterest. So you choose to start with Instagram and Facebook.


Here is what Buffer found in their State of Social 2018 that most businesses were using (and keep in mind, this is an overall average – you need to do what is best for your business and your target audience):

Source: Buffer


How much should I post on social media?

Posting on social media requires a careful balance. You do not want to post too much, but you don’t want to hardly post at all. There is research to support both. The amount you post is ultimately up to you. Based on my years of experience, this is my recommendation:


Facebook & LinkedIn Company Pages: Minimum 5 times/week

Instagram: Minimum Daily

Twitter: Minimum 3-5 tweets/day

Pinterest: Minimum 3 pins/day


Your posting frequency will be determined by your goal and “why” statement in your social media strategy. You want to make sure you are posting enough to satisfy your goal in why you are using social media.


People have said Facebook is dead and not worth posting on anymore, is that true?

Honestly, I so badly want to eye roll when people ask me this. With all of the fake news and viral Facebook doomsday posts that go around several times per year, no wonder people think this. Facebook is not dead. People of ALL AGES are still using this (including teenages and college kids!) and the daily active users count is growing (see chart below). There are over 3 BILLION people on Facebook. If you want to reach your target audience, you are going to have to do something on Facebook – and more than likely it’s in the form of a Facebook ad. As seen below, Facebook is still the leading platform of choice for social media marketing.



How much should I expect to spend on Facebook ads since that is the only way to be seen?

Let’s go ahead and get this out of the way – if you are going to use social media (and Facebook) to market your business, you are going to have to run Facebook ads. To make this point, when Buffer presented their State of Social 2018, they found that businesses that have invested in social media ads are more than twice as likely to report that social media marketing is “very effective”.


Source: Buffer


Back to the question on hand. Facebook ads can be run for a minimum of $1-$20 per day depending on what your objective is. You can get more detailed information in my Facebook ads primer here, but what I would suggest for most small businesses is to expect to spend $2-$3 per day minimum for brand awareness ads and $5 per day minimum for traffic ads. At those amounts, you will see quantifiable results.


How can I get more Instagram followers?

I feel like this is the $50 million question. Of course, there are (illegal) shortcuts such as buying followers and gaming the system, i.e. following people then immediately unfollowing them as soon as they follow back, however, I do NOT suggest either of those.


Growing your Instagram following is hard. And that is the 100% honest truth. You will fight tooth and nail for every single one of your followers, but they will be authentic, engaged followers. So how do you get them?


  1. Follow those accounts (both business and personal) of people you know and people that are relevant to your business and that interest you. Not everyone will follow back – and that is okay.
  2. Use hashtags in your posts and follow hashtags that are applicable to your business. A lot of posts and accounts are found from hashtags (and you can see in the insights on each post if people came to that post from a hashtag).
  3. Engage with people and hashtags! The more you engage with people and hashtags you follow (and don’t follow), the more exposure your account will get and over time, your account will grow.


Do not get tied up in the vanity number of how many are following you. In the age of people buying followers, it’s hard to know of the millions of Kim Kardashian’s how many are actual human beings. Focus on quality posts and engaging and things will be fine. You can start off by following and engaging with us on Instagram (shameless plug, I know!).


How do I manage my time doing my own social media and still run my business?

Time management is always a sticky subject. You could literally spend all day doing nothing but social media for your business. But that’s not why you have your business. Using social media to market it is just one teeny tiny part. This was a question that came up in my workshop and here are three tips I gave that will help:

  • Set aside a specific time to bulk create your content. This could be one day each month or a few hours at the start of the week. Use this time to create as much content as possible to spread out and use for as long as you can.
  • Schedule Posts as often as far out as you can. Set aside time each week to schedule your posts for that week or one day each month to schedule out standard posts for the month so you have something out there. Just keep in mind your ‘WHY’ statement from your strategy. You have to have purpose in everything you post. At ME Marketing, we work a month in advance for all of our clients.
  • If doing this yourself, set aside time each day to dedicate to nothing but your social media. Be diligent about this time. Use it to respond, post, engage. Be focused and purposeful. This could the first 45 minutes of the day or an hour mid-day.


What tools are out there to help me manage my social media?

There are many tools out there to help you manage your social media. The programs range from free to paid, based on the number of platforms you use and features you need. We are partners with Sprout Social, so that’s our go-to and first choice (and they offer a FREE 30-day trial!). These programs allow you to schedule posts, respond to posts, view analytics, monitor your reputation – and more. Other choices out there include Buffer, Hootsuite, and CoSchedule. Like I preface anything, you have to choose what works best for you and your business.


Of course, I get asked all sorts of questions, but these seven are the ones that have come up the most over the past year.


Social media is fluid. It changes all the time. What works today, may not work tomorrow. And isn’t working today, may work next week. If you are managing your business’ social media yourself, please make sure to educate yourself from reliable sources so you know that you are doing things right (see list below). If you need help, you are always welcome to contact us and let’s talk!


Here are some reliable, vetted sources that we suggest to follow for good advice, other than this blog of course 😉 :


We’re curious… what social media questions do you have?

An Updated {Short} Beginner's Guide to Instagram Strategy

An Updated {Short} Beginner’s Guide to Instagram Strategy

About two years ago I wrote a short primer on beginning your Instagram strategy and since then Instagram has taken the world by storm. Today, I present to you and updated version of that post. If you want to read the original, for fun, you can here.


Before we get started, let’s look at the stats now:

  • 800 million monthly users
  • More than 800 million daily active users
  • 8 million business Instagram accounts
  • 72% of Instagram users have bought a product they saw on the platform
  • Over 50% over businesses are posting Instagram Stories



Sprout Social mentioned in one of their Instagram marketing guides, “As people join Instagram in droves, brands have a unique opportunity for engagement with their fans: Instagram posts generate a per-follower engagement rate of 4.21%, which is 58 times more engagement per follower than Facebook and 120 times more than Twitter.”


Before you jump headfirst into using this platform (or if you are already there but needing a bit of guidance), there are some basic elements to consider when crafting your plan for your business. Let’s take a look…

Why are You Using it?

Like anything you do for your business, you have to know why you are using it. Are you trying Instagram because you are tired of Facebook? Maybe you want to be your competition to the punch? Before taking on more than you can chew, make sure you have the time, energy and resources to dedicate to doing this right. Once you have, start crafting your Instagram strategy. To save time and not reinvent the wheel, I’m going to recommend you bookmark Sprout Social’s Instagram Strategy Guide (it’s linked at the end of the article).

Which Photos Will You Use?

Photos are the backbone of this platform – without them, Instagram simply wouldn’t exist. Choosing what graphic to post is very important. Here are some simple things to keep in mind:


  • Optimal photo size is 1080px x 1080px; for Stories, 1080px x 1920px
  • Will your photo be landscape or portrait?
  • Filter or no filter?
  • Does it match the message you are wanting to convey?
  • Is it appropriate?
  • If I’m sharing someone else’s content, do I have permission?
  • Photos with faces get 38% more likes.


Unfortunately still at this time, there is not a direct way to upload a photo via your computer. I’m sure one day we may have this option, but right now, there’s not. Here are the most common ways to post your photo to Instagram:


  • Take a photo on your smartphone or tablet and direct upload from the device.
  • Create a DropBox folder or a folder in Google Drive and upload the photos you’d like to use and sync it with your smartphone or tablet. You’d then download the image from the cloud onto your device and post from there.
  • Repost App. This is an app that allows you to share other people’s Instagram photos. When you open it, it brings up the feed of who you follow and you just tap the photo you want to share and it allows you to open it up in your Instagram account to post.

What About Hashtags?

Hashtags are very important when using this platform for your business. 70% of hashtags on Instagram are branded. Instagram posts with at least one hashtag have 12.6% more engagement than those without. Like Twitter, these allow you to be found when someone searches. Instagram’s guidelines on hashtags can be found here. Jenn Herman of Jenn’s Trends is one of the top Instagram strategy people I know. She wrote an article about using hashtags on Instagram and here’s what she says (and I suggest as well) –

  • Use relevant keyword hashtags
  • Don’t use too many hashtags
  • Use industry related hashtags
  • Keep your audience in mind
  • Don’t hijack hashtags (basically using a popular hashtag to butt in on a trend or conversation)


One of her best suggestions on using hashtags was to create a list of hashtags and save them on your mobile device, “On your mobile device, I recommend you create a notepad note (on whichever app you prefer) with your favorite/preferred hashtags. You can even create multiple lists if you have multiple types of content you share on Instagram. Set the list with your core hashtags and simply copy and paste it into your Instagram post caption to save you having to type them in each time. It’ll also make sure you don’t leave any out!”

How About Following People and Having Them Follow Me?

On Instagram, in your feed you will only see the posts from those you follow. If you click on eyeglass at the bottom, it pulls up the search where you see photos from people based on the people you follow. You can also search people and hashtags as well. To be found and get followers, it’s important for you to use hashtags (see above). Most people you follow will follow you back, however here are some tips when you follow people and getting people to follow you back:


  • Have your bio completely filled out and include a link to your website. Also, make sure you have a legit and professional-looking profile photo (read: no bikini pictures or topless (if you are a guy), no vulgar expressions, etc.).
  • Post relevant content. Your stream should not be a collection of selfies.
  • When you do follow someone and they follow you back, do not immediately unfollow them. This is my biggest pet peeve. I’ll have people follow me and I’ll follow them back if I like their content and 2 days later, I’m scrolling through my followers and see they are not following me anymore. Talk about rude. Beware of those who follow you who are following A LOT less than follow them.
  • Check out who is following your competitor and follow those people. Keep in mind to only follow quality people.
  • Comment on other people’s posts. If someone comments on mine and I’m not following them, more often than not, I’ll follow them. Of course, look at their bio and what they’ve posted first.
  • Use relevant hashtags.

Promoting Across the Web?

Of course you’ll want everyone to know you are on Instagram now. When you launch your account, make sure you have your Instagram link on your website. Also, post a status update with your link on your other social accounts. I have several I follow on different social media platforms and their Instagram posts are much different (for the better) than their Facebook updates. Here are some ideas to promote your Instagram account across the web:


  • Status update on your social platforms.
  • Link on your website.
  • Write a blog post about why you’re using it.
  • Share your Instagram photos to Twitter and Facebook.

How Often Do I Need to Post?

Like any other social media platform, you have to use it regularly to benefit from it. Posting once per week is not going to do it. Plan on posting 2-3 times per day. The more active you are, the more your account with grow. As of January 2018, you can now schedule and post directly to Instagram through the major social management programs, such as Sprout Social, Hootsuite, Buffer, etc. Another option is Schedugram. Of course, Instagram allows you to share your photos to other platforms, but if you do choose to go that route, I would only recommend sharing the photo to Facebook. Twitter only show the link and caption, not the image.

Tracking Analytics?

Last but not least, you need to be able to track and measure your Instagram efforts. Fortunately there are two options – Iconosquare and Sprout Social – to help! Both programs let you manage comments on your Instagram photos and gives you analytics on your accounts. Sprout’s Instagram services are included in their social management software while Iconosquare is a stand-alone program.

All of this can be applied to Stories as well. And videos.


Using Instagram can be A LOT of fun. It’s a great way to get a behind-the-scenes peek into the daily lives of business and individuals. If you use it the right way, you’ll see your presence grow.


What are you doing with your Instagram strategy?


Follow me on Instagram –

Personal Account – @mandyedwards0821

Business Account – @memarketingservices


Instagram Resources I Recommend:

18 Instagram Stats Every Marketer Should Know

Hashtags on Instagram

Sprout Social’s Instagram Strategy Guide


Jenn’s Trends (take a look at her Jenn’s Friends Program too!)

Sprout Social (Link takes you to a free 30-day trial and is my referral link).


5 Ingredients For a Successful Holiday Social Advertising Campaign

5 Ingredients For A Successful Holiday Social Advertising Campaign

Whether or not we want to believe it, the holiday season is upon us. We see turkeys and pumpkin pie everywhere we go. The pre-Black Friday sales are going on. Christmas music is starting to filter through our radio stations.

Is your business ready?

The holiday season is one time of year that it seems advertising dollars are unlimited based on the traditional ads we see. Social advertising, however, has been slow to warm up to those levels. I believe that social advertising is more effective in reaching your audience – and this is coming from a former print advertising sales girl.

If you are using social advertising this holiday season, you want to make sure you are getting your biggest bang for your buck. In this article, I am going to share with you 5 tips for a successful holiday social advertising campaign.

You’ll find out –

  • Why having a budget is important.
  • Why you need to get creative.
  • Why you need to know your audience.
  • How targeting works for you.
  • Why tracking is a requirement.

Know your advertising budget.

In a perfect world, businesses would have advertising budgets as big as Santa Claus’ toy bag. With an unlimited amount of money to spend, just imagine what businesses could do. Unfortunately, that is not the case in our world. Company budgets are run tight, often cutting sales and marketing first. When you advertise online and do not set specific start and end dates, it’s very easy to run up a high advertising bill. That’s the last thing  company needs in the 4th quarter.

Having a budget is important because:

  1. It controls cost. You can keep track of where the money is being spent accurately.
  2. It’s easier to calculate ROI when it’s over. When you track the response of your ad against how much you spent, it’s easier to figure out that elusive number as compared to traditional print or broadcast ads.
  3. It shows you just how much you can accomplish with social advertising when putting it up to a traditional form of advertising.

Think outside the box.

Since so many companies are vying for your customers’ dollars, the gloves really come off where creativity is concerned. This is a time of year when you need to start thinking outside the box and leave your comfort zone. You need to be seen and heard among the Targets, Macy’s and Wal-Marts of the world. This is where creativity comes in. Think of the successful holiday advertising campaigns you’ve seen. The ones that come to mind to me are:

  1. Coca-Cola. The Polar Bears are so endearing that it makes an emotional connection with the audience.
  2. Hershey’s Kisses. The Kisses as bells playing “We Wish You a Merry Christmas” is my favorite holiday TV commercial. They have aired the same commercial every year for as long as I can remember. Continuity definitely says something.
  3. Elf Yourself from Office Max. 9 years later, people are still getting elfed each year.

Now take a look at what made these successful – it wasn’t your normal run-of-the-mill advertising – they set out to really connect with people. Whether it was from an animated character, musical chocolates or making an elf in your image – they all started as something outside the box.

Know who your audience actually is.

Ask any business who their audience is and you’ll see a lot of similarities – people who like to spend money and have money are just two. Knowing who your audience is and being able to relate to them is key. You’ll know exactly what to say – and how to say it. The way you’d phrase an ad you want moms to see would be much different from ads geared towards teens.

For example, you are a clothing store targeting teenage girls. For an ad targeting their moms, you would say something like “We help 14 year olds look like 14 year olds.” (Disclaimer: I’m a mom of a tween – trust me, clothes these days do anything but make them look their age – moms are looking for ones that do) For the tweens, it would be, “Look totes adorbs & wow your friends.” Just knowing how tween girls talk helps you relate to them and get in front of them easier.

Knowing your audience is much different than just knowing the demographic stats. Know what they like, how they talk, who they interact with. That will help you put together a more successful campaign.

Targeting is your friend.

Once you really know who your audience is, you know who and how to target them. Facebook and Twitter have hands-down, the best targeting options out there in the realm of social advertising. With these two platforms, you can get in front of your competitor’s followers (Twitter), target people based on their net worth (Facebook), get in front of people talking about or watching certain TV shows (Twitter) or target trendy moms specifically (Facebook), just to name a few.

Targeting will help you:

  1. Use your advertising budget more effectively.
  2. Get you in front the exact person you want to reach.
  3. Stay within the goals of your campaign. Your ad won’t be the needle in the haystack.
  4. Separate yourself from your competitor.

Track your ad’s performance again and again and… again.

Any social advertising platform includes analytics on how your ad is performing. Knowing what these metrics mean and how they are performing will determine the success of your campaign.

Tracking can show you:

  1. What wording and/or graphics work best. Use A/B testing to see what resonates with your audience the most.
  2. Your ROI. With social advertising analytics, you can see the number of impressions for your ad, the clicks and if you have a conversion tracking pixel installed on your website, the number of conversions. Take your number and compare it with what you spend and bada-bing – you have your ROI. Ask a print or broadcast ad rep if they can get that specific.
  3. How wise you are using your advertising dollars. This does relate some to ROI, but you can watch your ad and add or subtract money from your budget at any time. Is your ad off the charts? Add some more money to it! Is it totally bombing out? Then lower it.

Not only can these 5 tips be applied to your holiday social advertising campaign, but also to your everyday ads you run online.

Social advertising is going to become the dominant form of advertising. Just watch over the next 5 years or so. With people using their mobile devices more for internet searches and social networking or just doing pretty much everything online, it’s just a matter of time before we see more social ads than we do on TV or radio. Fortunately, social advertising is affordable for every business from your mom and pop store on the corner to the behemoths like Wal-Mart or Target.

Question is – how are you going to make it work for you? I hope these 5 tips help you out this holiday season. Have a tip you want to share? Comment below and let me know!

photo credit: roitberg via photopin cc

Facebook Marketing 101- Where do you Begin

Facebook Marketing 101: Where Do You Begin?

For all the bad press Facebook has gotten recently in regards to fake news, Russia, and the removal of advertising options, it’s still one of the first places you need to go to start your social media strategy.


So why use Facebook?


  • 79% of American adult internet users are using Facebook (Pew Research Center)
  • 76% of Facebook users log in daily (Pew Research Center)
  • As of July 2016, there were over 2 billion searches per day on Facebook (TechCrunch)
  • For my local readers – approximately 68,000 people in Bulloch County alone, ages 18+ on Facebook (which also translates into approximately 51,680 Bulloch County residents logging in each day to Facebook).


Of course, you do not need statistics to tell you why you need to use Facebook to market your business. I could list over 100 statistics to show you why you need to be on there. Simply ask people how they stay in touch with people and how they find out what’s going on. I guarantee you more than half of your answers will be ‘Facebook’.


That being said, I’ve put together a short and sweet primer below on Facebook Marketing 101, which originated from a Facebook Marketing class I taught at and for my local Chamber of Commerce. Let’s get started.


If you are going to use Facebook (and you should), where do you start?


Start with your “WHY”. Why are you using Facebook in the first place? Like anything you do on social media, everything you do on Facebook should come from your “why” and every goal you set should help you achieve it. If your actions to not attribute back to your “why”, start over.


If you are using Facebook, who am I going to target?


When thinking about who you are targeting, think about your “why” from above. Ask yourself these three questions:

  1. Why are you targeting them?
  2. Will targeting this group help you reach your goal in using Facebook?
  3. Is this group someone you want to actually spend money with you? (Remember, not everyone is your client/customer)


Like I mentioned above, if these groups do not help you achieve the goal of your ‘why’ statement, start over.


Now that I’ve decided to market on Facebook, what do I post and how often?


Think about your target audience – their likes, interests, etc. – and craft your content strategy around that. What is your online voice? Your Facebook presence is the digital extension of your brand. When establishing your voice – are you fun or serious? Sarcastic or punny? Are there common phrases your business uses? Take all of this into consideration.


Facebook did research this year into what people are looking for in their Facebook content. First, they found that people on Facebook want and value meaning, informative stories.


In their algorithm, Facebook looks at a user’s personal signals, such as “how close someone is to the person or page posting, stories they’d want to talk to their friends and family about, spend time reading, and videos they’d spend time watching.” Also taken into account is the post’s overall engagement.


People value content that is informative as well. Think about what you take time to read or share, or even comment on. It is content you find meaningful and informative. You should put yourself in the your audience’s shoes and post the type of content they will spend time on, much like you would.


Watch out for promotional messaging. 46% of Facebook users will unfollow a brand on social for posting too many promotional messages (Sprout Social). A good ratio to keep is 80% educational/20% promotional. For every self-promotional messages you put out, you need 8 that are not. You can share articles relating to your industry, tips, behind the scenes of your business, etc. Just do NOT publish sales pitch after sales pitch.


Second, Facebook found that people on Facebook value accurate, authentic content. Facebook users have told Facebook that authentic stories are the ones that resonate with them the most, so Facebook ranks those types of posts higher in the News Feed. Some tips from Facebook include:

  • Clear headlines – do not mislead the person viewing the headline.
  • Spam – “do not deliberately try and game the News Feed to get more distribution.”
  • Accurate Information – make sure what you are posting is true.


Be friendly and helpful in your posts, not snarky and sarcastic. Emotional connections drive Facebook shares. The science behind a viral post rests on our knee-jerk emotional reactions to it. The more extreme our emotional reaction to it, the more likely you’ll share it. In psychologist Robert Plutchik’s wheel of emotions concept, he identified the emotions that drive our sharing behavior. The inner circle denotes the eight emotions to think about when creating content.


Make sure to respond. People want you to respond to them. 68% of consumers want brands to participate in conversations they’re mentioned in, and 83% want brands to respond to them (Sprout Social). And the percentage of posts that go unresponded to? 86%.


Create your own graphics and if you do not, know where you are getting them from. Make sure any graphics you use are on-brand and most importantly, make sure you own the rights to them! You can create your own at Canva (a personal favorite!) or download free graphics at Pixabay, UnSplash, or Pexels.


Let’s briefly take a look at the six main post types on Facebook:

  • Status – simple updates, seen more commonly from your friends than pages.

  • Links – Trick: Post the status you want, then the link, remove the link preview altogether and add a picture to the post. This will get more reach than simply inserting a link and having the link preview on. Keep in mind, you can no longer edit the link preview!

  • Video

  • Photos and Photo Albums

  • Products. If you have a Facebook Store, you can add products into your posts.

  • Take action: Sign Up, Get Messages.
    • CTA posts to encourage your fan to take action immediately. Use sparingly.


Your post frequency depends on your business – it’s not a one size fits all, so be weary of every “Best Time to Post” article you read online. My recommendation? Post minimum 3-5 times per week, no more than twice per day, unless you’re at an event. To find out the best times for your business, look at your Facebook Insights to see when your fans are online and schedule/post around those peak times. (see example below).


What about Facebook Advertising?


Everyone is doing Facebook ads, you honestly, you may as well too. With Facebook’s algorithm, it’s almost a requirement to boost some posts in order for your content to be seen. But don’t worry – it will not bust your marketing budget.


On Facebook, desktop ads have 8.1x higher click-through rates and mobile ads have 9.1x higher click-through rates than normal web ads. Social media advertising is the most cost-effective way to advertise in this day and time, with Facebook leading the way with the various, and amazing, options available to businesses.


Here are some easy steps to setting up a Facebook Ad –


  • Step 1: Figure out what you are promoting and select an ad type. When running a Facebook ad, you need to know what you are promoting and why you are promoting it (much like your overall social media and/or Facebook strategy).
    • There are three decisions to make –

What are you promoting?

Will your ad run via auction or reach & frequency?

What type of ad will you choose? (Hint: Awareness ads are best for small budgets)


  • Step 2: Select an audience. Selecting your audience is the most important part – more important than the ad itself. When selecting your audience, you are narrowing in to target the ideal customer/client.
    • Your choices are to either –

Create an audience from the options you are given (which can make unlimited combinations).

Use a custom audience.

Use a lookalike audience.


  • Step 3: Ad Placement
    • Your choices for placement are:


Desktop Right Side



Audience Network (this lets you extend your ad campaigns beyond Facebook to reach your audiences on mobile apps, mobile websites and videos. We use the same Facebook targeting, measurement and delivery to make sure each ad on Audience Network helps you reach your campaign goals at the most cost-effective price.)

Instant Articles (See more here: )

In-stream Video

If you’re not sure, Facebook will recommend using the default placements for your objective:

Brand awareness (including Reach & Frequency buying): Facebook and Instagram

Engagement (including Reach & Frequency buying): Facebook and Instagram

Video views (including Reach & Frequency buying): Facebook, Instagram and Audience Network

App installs: Facebook, Instagram and Audience Network

Traffic (for website clicks and app engagement): Facebook and Audience Network

Product catalog sales: Facebook and Audience Network

Conversions: Facebook and Audience Network

For more information on ad placements, visit:


  • Step 4: Set an ad budget and schedule
    • Ah, the budget. Here’s where you determine how much you are going spend for your ad. You have two choices: daily budget (how much you spend per day) or lifetime budget (how much you want to spend for the entire campaign). Yes, you can run an ad for as little as $1/day but not every ad will let you do that. Here are the spend minimums:
      • If the ad set gets charged for impressions, its daily budget must be at least $1 a day
      • If the ad set gets charged for clicks, Likes, video views, or post engagement, its daily budget must be at least $5 a day
      • If the ad set gets charged for low frequency events like offer claims or app installs, its budget must be at least $40 a day
      • For more information on ad spend minimums, visit:


  • Step 5: The ad. Now the second-most important part of the whole process – creating your ad. You can choose an existing post as your ad or you can create one from scratch. If you are creating an ad from scratch, you have 5 formats to choose from –

Note: Formats will vary based on the ad objective you have chosen.


  • Step 6: Track your ad. How do you know if you Facebook advertising is working (or did work)?
    • You can view the results of your ads in the Campaign Dashboard and view each ad (as shown above). You can customize your reports through Columns and Breakdown.


If you’d like a more detailed guide to Facebook Advertising, you can download my Facebook Advertising 101 Guide here.


Of course, how do I know if my Facebook efforts are working?


Welcome to Facebook Analytics!


There are many programs on the web that can pull detailed information for you about your Facebook page and your Facebook content (Sprout Social, Simply Measured, etc.), but Facebook Insights work just as well.


Here are some main metrics to track:

  • Engagement
    • Clicking a link, sharing your post, making a reaction, or leaving a comment
    • The more people interact with your content, the more they will see it and the more it will show up in Facebook’s algorithm because it signals to Facebook it’s popular.
  • Reach
    • The number of people your content is seen by by either paid or organic efforts.
  • Impressions
    • How many times your posts were seen (does include multiple views by a single person).
  • On your website – how much traffic Facebook is referring to your site. You can view this in Google Analytics.
  • Page Likes & Follows
    • Look for growth each month. Give yourself a goal of 5-10% growth each month.
  • Video Metrics to track:
    • Video retention – how long people are watching
    • Video engagement
  • Advertising Metrics to track:
    • CTR (click-thru-rate). Average across all industries is 0.9%. When Facebook sees your ads are getting impressions but no clicks, it logically assumes your audience doesn’t find the ad relevant. This can result in paying more per click and overall poor performance.
    • CPC (cost per click) & CPM (cost per thousand impressions). Average CPC across all industries is $1.72.
    • CPA (cost per action). Average cost per action across all industries is $18.68.
    • Ad frequency


That was A LOT of information thrown at your about Facebook Marketing. But it’s not all that hard and it’s easy to manage. Here are some tips:


  • Schedule Posts on the Page or through a program such as Hootsuite or Sprout Social.
  • Check analytics at least once per week.
  • Have a Facebook advertising budget.
  • Do not be afraid to go out of the box and try something new!


Facebook can be a great place for your business to see success in the social sphere. If this still seems daunting to you, don’t worry – we offer Facebook management in our social media management services and would be happy to talk with you about it!


Did I leave anything out? If you have questions about your Facebook strategy, contact me or comment below!