5 Ways to make the most of Facebook in 2019

The digital world doesn't stand still and finding ways for our businesses to be found online can be challenging. Google announced in December that Google+ is shutting down on March 7th following a data breach and low consumer usage. Each social media channel has a different appeal and demographic but among the top platforms based on usage are YouTube, Facebook, Instagram, Snapchat, Pinterest, Twitter and LinkedIn.

Of all the channels, Facebook still has the broadest usage and widest demographic. However, small businesses are often frustrated with Facebook's algorithm which continually makes it harder to be seen in a crowded marketplace. The push to a "pay to play" model has made it difficult to use the platform without paying for Facebook advertising.  Still, having a presence on Facebook makes sense for most small businesses in order to create brand awareness and relationships with potential users of our products and services. The good news is that Facebook is a quality not quantity network.  Posting 2 or 3 times a week can be sufficient as long as the content is relevant to your audience.

Here are 5 ways to harness the power of Facebook for your business:

1. Facebook Live:  Let potential customers get to know your brand by pulling back the curtain. Bring them into the salon, storefront or your home office and show them how you work using video.
2. Reviews/Recommendations: Before making a purchase, many people check out reviews and ask for recommendations from their social network.  This is known as "social proofing".  Reply to positive reviews by thanking your customer.  Respond to negative reviews by acknowledging their concern and offering to make things right.  Pay attention to your business mentions when people who know your business reply to requests for recommendations for tree pruning, car repair, a great day spa or dog grooming spot.
3. Events:  Hosting a special event gets your business noticed.  Consider partnering with another business or non-profit to maximize potential attendance.  Invite your friends, ask for others to share your event, post in your event to get people excited.
4. Integration:  In 2012 Facebook purchased Instagram for a whopping $1-billion dollars. If you haven't included this popular mobile social media channel in your marketing you can still have a presence on the platform by integrating your Facebook account with a business Instagram account. You will be able to share images, and manage both accounts from Facebook.  You can also integrate Facebook with your Email Marketing. Invite your mailing list subscribers to leave you a Facebook review, invite them to your Facebook Event, and allow new subscribers to join your mailing list from your Facebook page.
5. Facebook Groups:  Let this sink in. Roughly 2% of what you post on your business Facebook page ever appears on your follower's newsfeed due to its algorithm. One way to improve your visibility (and create meaningful engagement with your audience) is to create a Facebook Group.  A dog trainer might have a private group for dog owners.  A yarn shop might have a group for knitters. Unlike your business page, groups do not fall victim to Facebook's dreaded algorithm and members are more likely to see your content. I created Western Mass Business Buddies, a Facebook group just for local businesses to connect, share events, and promote each other. Feel free to request membership.

If you have any questions about using Facebook or other social media to enhance your digital footprint, I'm always happy to chat.