Insight into Insights: Reach Your Goals With the Right Facebook Campaign
Part Three: How Authentic Marketing Can Turn “Likes” into Real Life Fans
Every time you log onto Facebook and “like” something you see, you are engaging with that person or page. And if you really like it, chances are you will decide to comment or share that post with a friend. This is the goal of your Facebook marketing campaign: to connect on a personal level with your Facebook fans and reach out to their friends, too.
Marketing campaigns can be highly coordinated or incredibly simple- the key is to make sure what you post stays authentic and true to the voice of your organization or personal brand. Take a look back to your Insights page- who are you reaching? What are they interested in, and how can you capture their attention?
The best pages on Facebook are those that interact with their fans. They post pictures that are exciting and ask for opinions, or ask questions and look for feedback. Facebook ranks these interactions, increasing the exposure these pages have on your newsfeed. It seems pretty logical- if something is grabbing attention, you’ll begin to see more of it. Similarly, if your page has a lot of information but hardly anyone is paying attention, it will lose its momentum.
In creative industries such as the fine and performing arts, fans want to see the work. Post pictures of a backstage moment and ask for a caption. Take a video of a gallery exhibition coming together with a short intro by your curator. Keep it short and simple, but encourage feedback and interaction. Give your fans the opportunity to get to know you and your work and give them a reason to engage further – to visit in person or make a purchase or donation online. Make them feel that they’re vital to what you do, because they are!
Advertising and marketing work together to expand your fan base and deepen your fans’ connection to your work. Facebook continues to grow and change, so keep an eye on how others are using the platform. Look at what grabs your attention and use that as a springboard for your own ideas.
(Photo credits: Mural making, courtesy of Asian Arts Initiative; audience talk-back at Philadelphia Live Arts, by Kevin Monko)
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