How to create successful paying publications on Facebook

How to create successful paying publications on Facebook

Things have changed on Facebook for companies. It has been a long time now since brands have understood the importance of social networks. Along with all others benefits of using them, advertising opportunities are without a doubt at the heart of community manager’s attention.

Facebook have progressively changed its advertising system, dropping the organic reach of brand posts down to 0%, as the graphic below shows. This means that brands on the social network cannot rely anymore on the “owned” media to fuel the “earned”. As from now, to get the same “earned”, brands on Facebook need to know how to optimize the “payed” media.

                                               

This goes along with the fact that as from now, there is no need to have fans as numerous as possible, because payed media is targeted by nature. Therefore, brands on Facebook can stop relying exclusively on the “size” of their Facebook communities and their propensity for sharing.

Community managers in the future will have to learn how to deal with Facebook as “just another paying channel”. In order to optimize the return on investment of each campaign, they will have to learn how to drive successful campaigns.

Here are a few tips:

• Start looking for quality instead of quantity when creating a post. Try to reach your target by realising small efficient campaigns in order to improve visibility and publishing less in a normal day.
• Do not stimulate (pay on Facebook as a company to “boost” reach) a publication with no organic value. A payed post might be well targeted but not relevant enough. Community managers have to learn to set up attractive campaigns.
• Use the news! Linking a paid publication with actuality adds a dimensionality to an advertising. Use Christmas, Halloween…
• Use humour if it goes along with your company’s behaving habits
• Timing is the key! Basic analytics provided by Facebook itself will help you understand at which hour of the day your campaign will be the most efficient.