Facebook, Inc. (Nasdaq: FB) reported first-quarter earnings after the closing bell on the afternoon of Wednesday, April 25, 2018, crushing both revenue and earnings estimates. FB stock quickly rose 5 percent in after-hours trading.
Worldwide, there are over 2.20 billion monthly active Facebook users for Q1 2018 (Facebook MAUs) which is a 13 percent increase year over year. (Source: Facebook 04/25/18)
The average time spent per Facebook visit is 20 minutes.
In spite of all that you have been hearing about Facebook recently, it is still a crucial social media channel for your business. Simply, Facebook allows for targeted marketing and instant customer feedback in ways that other social media platforms don’t and it has the numbers to back this up.
To achieve the marketing success you want from Facebook there are still tried and true guidelines to be followed. A successful Facebook page means to not be overly self-promotional. You need to create content that engages your followers and gives them a reason to interact and share with their friends. This is best achieved by mixing your content to include text posts, tips, photographs, videos and don’t forget to share and comment on other pages who have relevant information.
There is usually some good that comes out of rocky times and bad press; once things have been resolved around personal pages Facebook will more than likely move on to improve the features it offers to businesses.
In the meantime some of the current features that are vital to your company are:
- The ability to private message when you create a post. Select the Get Messages option and Facebook will automatically add a button to your post that takes people directly to Messenger.
- Page Insights which monitor the effectiveness of your posts. Facebook Insights will also provide you will information about your customer base, such as the type of people who follow you, where they are located, how old they are and more.
- Facebook Ads allow you to control how much you want to spend and for how long you want the ad to run. Ad campaigns can be pinpointed to specific demographics, locations, interests and behaviours. You can also pay to boost well-performing posts to give them an even broader reach.
Whatever your (personal) feelings are about Facebook giving up on your business page does not make sense. Its business services allow you to schedule posts, communicate directly with followers, run ads within a budget pre-set by you and monitor the results of all your efforts. As with all social media platforms, it is not a numbers game. Success comes from the quality of the content and building a relationship with your followers.
Will Facebook stay out of the headlines? probably not……. Will they cross boundaries again? probably…………. but Facebook’s user numbers plus the marketing benefits not readily available with other social media cannot be ignored. These particularly troubled times will pass and in the meantime, your business can benefit from maintaining a well-planned and engaging presence on Facebook.
The Top 20 Valuable Facebook Statistics: Updated April 2018 – Zephoria Digital Marketing
5 Tips on How to Use Facebook Groups for Your Business – Social Media Today
Jill Crossland is a business and marketing consultant who can take your business and social media to the next level.