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This is the third and final post in a three-part series designed to help you keep up with and take advantage of Facebook’s Timeline interface. In part one, we looked at the immediate changes that would alter your fan page’s look and feel. The second installment explored the new features that affect how your content is displayed on the Timeline. Now, we’re going to talk about how to fit Timeline posts into your overall marketing plan.
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to see the changes in action.
Objectives – Your activities on Facebook should be goal driven and aligned with your overarching marketing strategy. Whether you need to educate your audience about new product/service offerings, bolster your email database, drive people into your place of business, create a buzz and/or grow your community base, a clearly defined set of overall objectives will guide you through your Facebook outreach activities. With these objectives in mind you can put into play an editorial calendar and supporting strategy that outlines your plans for creating and posting Facebook content.
Editorial Calendar and Strategy – A Facebook editorial calendar is a tremendous asset with respect to your posting activities. With it you can put together a schedule of activities that coincide with your overall marketing plan. Using the calendar as your guide, you can devise a specific content posting strategy aimed at helping current and future fans connect the dots to your other marketing efforts throughout the course of your campaign(s).
Here are a few examples of how Timeline’s features, an editorial calendar and strategy can amplify your marketing efforts:
Measure, Analyze and Optimize – Facebook provides an analytics dashboard for all page managers to track fan and visitor activity. These insights provide a granular view of their behavior. Using these metrics you should be able to recognize which types of posts have the most success and identify those that are lacking in performance. Use this information to make changes and tailor content to what works best according to the numbers. If your page is reporting activity that is under performing by your standards, it may be time to rethink your content strategy and/or consider Facebook advertising to bolster your efforts.
It’s important to note that Facebook only scratches the surface when it comes to your online marketing activities. There are plenty of opportunities to cross promote traditional and digital marketing efforts to achieve greater ROI. If you have any questions about using Facebook Timeline or how to maximize your online outreach activities please don’t hesitate to contact Jennie or Kevin.
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