In the words of Erik Qualman, author of ‘Socialnomics’ and often referred to as ‘the Tony Robbins of Tech’ –
“We don’t have a choice on whether we do Social Media & Mobile, the question is how well we do it.”
In the last year Facebook surpassed China and became the largest population in the world reaching 1.44 billion active users (March 2015). There has been a lot of talk in the digital sphere that Facebook’s popularity has been decreasing of late with the millennial generation preferring such platforms as Twitter, Instagram and Snapchat but, as the stats show, the Daddy of Social Media is going nowhere.
Yes, over 50% of the world’s population is under 30, however the fastest growing demographic on social are the silver surfers with a projected 2.4 million people aged 65+ actively using social media by 2017 in the UK alone. A 2014 Ofcom report found that Facebook is still the default social networking site for almost all of UK adults who are online (96%), which begs the question – what is your business’ presence on the world’s leading social platform?
There are over 40 million active pages on Facebook for small businesses alone. A business page account is very easy to set up and can be managed very simply, however to fully maximise the potential of this incredible social platform there are number of things you should do:
– First of all you need to decide how you want your brand to be perceived online. Social media has become crucial to digital branding and I will go into more detail of how to develop Experience Principles and Content Pillars in a future blog but for now think about whether you want to be seen as classy? Quirky? Provocative? Traditional? Family-oriented? Professional?
– Next you need to make sure that all of the contact information, personal information, opening times, profile pictures etc are correct and up-to-date. This is imperative if you want to be seen as a professional business.
– Post regularly, but not too often! Facebook users prefer not to be bombarded with updates from businesses and this could in fact harm your page, but similarly it doesn’t look great if your last post was 6 months ago!
– Posts should be engaging, relevant and evoke emotion. Video is the perfect way of doing this and thanks to Facebook’s video auto play feature the number of video posts have increased by 43% between Q4 of 2014 and Q1 of 2015.
– Promote your page, promote campaigns and promote your website with Facebook advertising. Facebook has such an incredible wealth of data that targeting can become very accurate and very successful.
The ways in which Facebook can enhance your business are never ending from advertising to Facebook Wi-Fi to the introduction of Facebook Bluetooth® Beacons. The latest algorithm change to the main news feed is that Facebook will recognise how long we actually look at a post for, even if we don’t interact with it. With this in mind hospitality businesses in particular should focus on creating stories that are more engaging and that people would spend more time looking at, in order to increase their organic reach. A funny photograph may get more interactions (likes/shares) but people may not spend as much time on it.
As much as we are all now acquainted with Social Media, maximising it for a business can be very daunting. Here at Ignite we are experts in Digital and Social Media marketing specifically for hospitality businesses. We have run many very successful campaigns for clients such as Bella Italia, Beefeater Grill, Wollensky’s Grill and Alexander Hotels to name but a few. To find out how Ignite can help your business’ social media presence, please get in touch.
One final quote I’d like to finish with is from Facebook’s Company Info Page –
“The phrase ‘this journey is 1% finished’ is posted on our walls, reminding us that we’ve only begun to fulfill our mission to make the world more open and connected.”