What Facebook has on its side is mass appeal. But more and more, that appeal isn’t coming for free as Facebook is transforming itself into a paid advertising platform. The first thing to understand is that you probably will have to pay to be seen on Facebook now. But anyone can tell you that. Let’s talk about how to craft the right kind of Facebook posts worthy of sponsoring.
If Twitter is your take on the conversation, Facebook is the love fest of sharing: a picture-based storytelling platform.
It’s visual stories, with bright, interesting, and real color commentary.
It is not:
- Links with poor context.
- Things that should really just be Tweets.
- Beauty shots of your product or spreads from your magazine.
At the root, Facebook is being part of the community in a deeper way; it’s about cultivating friendships through sharing.
Most importantly for associations: it’s about exposing vulnerability and showing a piece of who you are.
That starts with compelling images that show something real. Something interesting. For example, one of our association clients usually gets 15 or so likes for Facebook posts. When they posted pictures of staff wearing Halloween costumes, they got 150 likes. Does that translate directly into more seats being filled at their event? No, but it’s part of a relationship-building process that does translate into that. More likes means more visibility, which can lead to more engagement, which leads back to more visibility. But it all comes from being real.
Large, good quality images that show the people-side of what your association and event is about: that’s what Facebook is for. And think carefully about the status update that goes with it. Remember your social media voice, and always offer interesting, funny, or informative commentary, with a link.
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