Category Archives for "Facebook"

What businesses need to know about Rooms and Private Conversations in Facebook Messenger

Facebook Rooms and private conversations

So a little while ago I wrote on how Facebook had made some changes to Messenger around the introduction of Messenger Ads and My Story. Well this week I have come across other Facebook Messenger changes on my personal account. In this article I will be outlining the changes and why they are important for businesses.

Create a room

create-room facebook messenger Kara Lambert social media coach

First off is the new room chats. Carrying on from the popularity of group chats and as a swipe at other app based chat rooms, this functionality allows for public chats with anyone, not just friends.

These chats are searchable and generally public. So be warned! Some rooms can only be accessed if you have a link, but members of the room can share the link out wherever they please. The upside is that you can join existing ones around a particular interest, set one up, join or leave.

intro-rooms Facebook Messenger Karalambert social media managementHow do I see businesses using Facebook Messenger Rooms?

The big benefit I see for business owners is client research. Like the chat and bulletin boards of ‘old’, these Facebook Messenger rooms offer a wealth of information around topics that interest your fans. For example, rooms of dog owners for pet stores, tech rooms for IT companies, parent rooms for family focused businesses etc.

Secret conversations

iOS only at this stage, don’t fret Android users I have put in a request as a beta tester. Taking another swipe at the SnapChat and other chat apps, this addition makes for a curious addition to the suite.  Let’s take a tour of a conversation I had.

secret-conversations-ios facebook messenger Kara Lambert social media coach

  1. Their image appears like a normal Facebook Messenger conversation.
  2. Indicators show if your part of the conversation has been seen
  3. How long the person has to see your comment before it disappears & a countdown timer allows you to adjust this out to up to 30 minutes.

secret facebook messages Kara Lambert social media managementSo how does this benefit businesses?

Well I can certainly see that the adult industry would benefit from the functionality. However as conversations are between people, those wanting to keep their personal accounts private would not use this with their clients. However, if you are open or befriend your clients, you could also offer limited time vouchers or specials that expire.

Expiring offers would certainly be handy if Facebook extends the Facebook Ads platform into the secret conversations. Imagine a custom audience and an expiring voucher. (Though advanced Facebook Ads marketers would be able to do this at the moment)

Further advances on the horizon

Techcrunch advises that Facebook intends to launch a unified inbox for businesses through the Facebook Pages App. This will allow businesses to access notifications and messages from both Facebook & Instagram in the one location. While handy for those with only one business, I will be watching with earnest how they make it work for those of us with multiple businesses or those who are Administrators on other’s accounts. You can read more on their site.

If you are interested in learning more about Facebook Ads, I am currently searching for businesses in the health, real estate or trades to trial an ads initiative that resulted in a beautician receiving 85 leads for $65. Email me at kara@karalambert.com to find out more.

 

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Australian Social Media Reports and what it means for Businesses

Back in March 2015 I was tired of reading social media reports and statistics on how businesses should be running their online presence. My problem was that these reports were out of the US and I am in Australia, consulting to mostly Australian businesses. I have to be honest, Australians use social media a little differently than the US. We generally own more mobile phones per person, we don’t use Pinterest as much, we don’t shop online as much (postage costs are too high), and in the main, Australians are early adopters of technology. So I went off and did some reading and some research, and in March 2015 I wrote this social media report for Australian business.

Fast forward 18 months and Facebook announces that there are 1.8 billion users worldwide. Back this on to conversations in my mastermind group on which social media platform businesses should use. I decide that it’s time to update my social media report for Australian business.

I have collated and summarised the following from two sources & added in my own interpretation and analysis. The main source is the Sensis Social Media Report 2016, it’s a survey of 800 Australians and 1100 Australian businesses. The second is the monthly Social Media Statistics on usage.

My analysis will be a little different to what you will see out there. I will be discussing the impacts and implications for Australian businesses on social media. Let’s get into it!

Australians on Social Media

According to the ABS, as reported by Social Media News, there are approximately 24.25 million Australians, of those 15 million use Facebook each month. That’s roughly 60% of the entire population. That’s some circulation statistic!

This report indicated that YouTube was growing and that Twitter, Google Plus, & WhatsApp were steady and that Blogging was on the decline.

social-media-stats-oct-16

What does that mean for businesses?

I will continue to advocate businesses to secure their name on a profile and decide over time if that medium is right for their target audience or content creation streams.

A note on jumping on image heavy platforms such as Instagram & Pinterest. You will need to experiment with non-traditional techniques to support and grow your following. Try video on Instagram & repining allied products or services on Pinterest.

How Australians use Social Media

The following is my interpretation of the main findings, relevant to Australian businesses or businesses wishing to target Australian consumers.

How Australians spend their time on Social Media

On average, Australians check their social media at least once or more than five times a day (24 & 26 percent respectively). Australians between the ages of 17 & 64 are more likely to check their social media at least five times a day. In fact a rough calculation indicates that Australians spend an average of 12.5 hours a week on social media.

Australians are most likely, on average & in order of popularity, to check their social media after work/evening, then first thing in the morning, at lunchtime, and then during breaks.  In fact, over 60% of Australians check their social media in the evening. Only about 50% of Australians check their social media first thing in the morning. The largest group checking their social media at lunchtime were the 18-29 year olds.

So what does it mean for Australian business owners on social media?

You’re better off posting in the evening & first thing in the morning. This means that most business owners will need to invest in a social media scheduling tool, engage a social media manager, or learn how to schedule in Facebook.

relevance of posts in social media Kara Lambert social media coach

Which Social Media platforms do Australians use?

So I mentioned above what the overall numbers were. Sensis went in and broke it down by age.

By far the most popular was Facebook, with over 90% of all age groups saying they were on the platform. For those aged 18-29 the next most popular was Snapchat. For those aged 18-39, the next most popular was Instagram. Then after that it was LinkedIn for the 30-64 year old age group. The largest following for Twitter was in the 18-29 year old group with 33% saying they used Twitter. It is interesting to note that 34% of those surveyed said they has stopped using Twitter in the past year.

While the majority of people aged 18-64 used a smartphone to access their social media, the majority of people aged over 65 used a desktop computer. Interestingly, while 52% of people aged 50-64 said they used a smartphone to access social media, 48% said they used a desktop computer.

So what are the implications for Australian businesses?

If you’re not on Facebook, you’re missing out – even if your target market is aged over 65. Additionally, if you are running ads on Facebook, you need to consider your age group and where you place your ad, mobile only vs desktop vs app.

Why Australians use social media

By and large we use social media to connect with friends and family. Though on average, about 20% of Australians aged 30+ use it to research purchases, brands, & holidays. Of those researching on social media, 44% did it on a mobile device.

What does this mean for businesses?

It means that you need to maintain a presence as 1 in 5 people are looking for information to make a purchase via social media. Also, you need to consider mobile ad placements in your advertising (though consider the age demographic).

What do Australian consumers want from brands on social media?

While 41% of people surveyed said that they wanted discounts on social media, this has dropped from 66% in 2013 and it has been a steady decline. Of interest, 34% (and the next largest group) said that they actually didn’t want any kind of offer from brands they follow on social media. The next tier (30%) said that they wanted giveaways or exclusive offers.

52% of those surveyed said that they were more likely to trust a brand if they interacted positively with their customers on social media and if their content was engaging and relevant. 51% said that they were more likely to trust them if they regularly posted. Interestingly, 49 % said that they do not trust brands with large numbers of followers (30% said they did). Conversely 52% said that they would unfollow a brand because their content was irrelevant or unappealing and 32 % because they posted too much content.

On average 30% of all surveyed said they would provide a review online, those aged 30-39 were most likely at 37%. Almost 60% of all surveyed said they use reviews or blogs to make their purchase decisions. With 74% of those aged 40-49 saying that they use reviews.

How is this important to businesses?

It is interesting to note that fewer Australians want discounts and the number who didn’t want any incentive is stable over the past three years.

social media vanity metrics Kara Lambert social media coach

Main takeaways from Businesses surveyed

So what were the two main things I noticed about the businesses surveyed? Firstly that across small, medium and big business all tiers would spend at least the same amount on social media advertising in the coming year and at least 50% said they anticipate spending more.

The biggest surprise was the following:

Between 52 and 75% of ALL businesses surveyed measured the success of their social media investment by the number of likers, followers, or subscribers they had.

Now consider what I said earlier that the majority of Australian consumers distrust brands with high follower numbers. This success indicator was the largest of all those considered in the survey & in fact the difference between it and the next indicator was of statistical significance.

So what does this mean for businesses?

Firstly most either believe that they now need to ‘pay to play’ on social media and that they need to keep paying as their competitors come online or increase expenditure & the marketplace becomes more competitive.

Secondly, business owners do not understand that follower numbers are a vanity metric and in fact turn away fans rather than attract them.

What are the key points for Australian social media use?

  • Stop worrying about how many likers or followers you have, your fans don’t care.
  • Relevant and engaging content is crucial for social media success.
  • Boring content is a bigger turn off than posting too often.
  • Don’t worry about offering discounts on social media. Or don’t make it a focus.
  • Schedule posts for the evening, after you have closed for the day.
  • If you are targeting people aged over 65, make sure your ads are optimised for desktop exposure.

How to educate on social media – A guide for reaching more customers

Any of my clients or mastermind participants will tell you, I constantly talk about the three reasons why people use social media. The first reason is that people want you to educate on social media. They go online to learn something. I talk about this one the most as it’s the most common and the most abused. Let me explain…

What I mean about needing to educate on social media

Educating your clients on social media ranges across a number of things. It’s telling them about your product, service, business, or staff. It’s the behind the scenes images. It’s telling them that you have a sale on. It’s letting them know about the options available. It’s mostly about the ‘what & who’.

closer-to-customers-quote-steve-jobs-kara-lamebrt-business-coach

Educating your clients is one of the easiest things to do. It’s selling. It’s promotion. It’s old school marketing. That’s the problem with the vast majority of business owners who move online, they apply old school marketing to new school technology. It just doesn’t work.

Consider this…

You’re reading your favourite newspaper or magazine. Do you read the ads or do you flip past the majority of them? Unless you are studying marketing or the ad catches your eye for a particular reason, you flip past. So what do you think people do with their Facebook feed or other social media? We scroll (the equivalent of flipping the page)!

Now, consider if you see an interesting story on your favourite celebrity/sportsperson and they are holding a product or it’s in the background. You take notice. Right? I’m calling this the Kardashian Marketing Principle. They make their money by selling access to their followers, the sponsor makes money by people seeing them use the product. Not by the Kardashians doing some cheesy infomercial type spruiking.

Businesses have a lot to learn from them. Educating the marketplace is not just ‘buy my shit’, it’s the exact opposite.

So how do you educate on social media?

Well look, you could use the Kardashians, but consider the possibility that you have your own Kardashians. You have testimonials. Third-party endorsements are a much underutilised, overlooked way of educating your clients. The beauty is that you’re not the one selling either. There’s a whole other article I wrote on testimonials and the power of customer endorsement that you can read and glean the magical ‘how to’s.

You incorporate it with other seemingly unrelated posts. You post a funny photo, meme or behind the scenes, and you suggest a service or product that’s related to the photo. It’s subtle. It’s the Kardashian holding the bottle.

You do a video on how you use your product or service. Believe me there is a lot of money to be made in being helpful. I spend hours each week helping people with no request for anything in return. Why? I know that I am building a relationship, I am building trust, and when that person comes to need what I can offer – they will turn to me because I was the one who was always there & ready to help. (You can read more on this in the book Youtility by Jay Baer – affiliate link)

Educating your clients isn’t straight selling, nor is it advising them of your opening hours. It’s best done subtly  and consistently. That’s the thing. By constantly pushing products or services in their faces they feel nagged, if you are more subtle & drop hints – you’ll get the sale. Kind of like wooing someone you fancy. The ‘How ‘bout it’ approach might work occasionally, but you’re better off buying dinner or coffee first.

education-quote-katie-lusk-kara-lambert-business-coach

Changes to how you post on Facebook Pages

Oh Facebook! How you love to keep us on our toes! I knew there were changes to Facebook Pages before they even arrived. How, you might ask? You see whenever it is glitchy, not posting things, not letting me see whole pages, stopping me from doing things I would normally. There’s changes a comin’!

It seems that they have decided to make some rather incredible changes to the interface when posting to your facebook page. Here is the lowdown.

new-fb-post-options

Share an update or a link

This is your traditional ‘post’ format. It is a plain text field with the option to schedule for a particular date (including an expiry date).

Share a photo or a video

Like the original ‘photo’ post, this is where you set up photos or videos to be added to your Facebook Page status, create a photo album, create a carousel, create a slideshow, or create a canvas.

It’s interesting to note that I and a few others I know have access to post images as slideshows or galleries on the Facebook Pages App on our phones. It is available on both iOS & Android. Unfortunately it has crashed when I have tried to upload photos as a slideshow.

Create an Offer

This is the same as previously and is a paid option as it uses the Facebook Ads service.

fb-auto-offer

Worth noting is that posts that meet the criteria of being an offer, eg. Posts which include the words ‘% off’ will be offered to have the post go live as an offer rather than a regular post.  You can decline the offer but just be warned.

Create an Event

This option is the same as the old version. Some might notice the inclusion of keywords and the ability to advise that the event is family friendly or has free admission.

Get Phone Calls

Using this option creates a populated post with your cover picture, space for some text and a call to action button for ‘Call Now’, which logs a call to your linked phone number.  You can change the image by uploading another photo and unselecting your cover picture.

Get messages

This option is the same as ‘Get Phone Calls’ except when customers click on the ‘Send Message’ button it opens up Facebook Messenger and a message to your page.

So what does this all mean for Facebook Pages?

Firstly for Facebook it pushes advertising to the point of posting. You are offered to turn your posts into offers (ads) at the point of you writing the post. Facebook populates the fields making it simpler to have your offer go live. To consider is that using this removes your ability to edit the audience for your offer, unlike using the Power Editor for your ads.

In the image below, you will see the text above my photo, in the offer, is what I wrote in the post. However, the offer underneath, the part people claim, is unrelated and was generated by Facebook.
full-fb-auto-offer-screen

Some people will like that Facebook does it for you; I however, like to be in control of my Facebook Page Advertising.

What does it mean for your Audience?

Well it means that they have 2 new ways to interact with your page in one click, phone or messenger. Here’s where I am a little wary.

Facebook has launched Messenger Ads. Facebook has launched My Day, their version of SnapChat. Facebook is pushing people to use Messenger more. Am I excited about this? Yes & No. If I was the kind of business owner who wanted to push my followers to Message me, I would be happy. If I was the kind of business owner who knew that my clients would be happy to see Messenger ads, I’d be happy. I’m not that person, nor am I the kind of person who wants ads in my Facebook Messenger App!

What about getting the calls? Now this I like! This is a great way if you have a good offer that you want to put up and get people to “CALL NOW”. Here’s the best way I can imagine using this.

Put up an unbelievable special as a ‘Get Calls’ post. Ignore Facebook when they want you to turn it into an offer. Publish the ‘Get Calls’ post and open up Google Chrome & then Facebook Power Editor. Run an ‘Awareness’ Campaign to “Boost Your Posts’ and select your ne ‘Get Calls’ Post and target your audience. Wait for the calls to come in!

So overall, it’s not a bad change. I think business owners need to be wary of what is happening. I think they need to take some time to educate themselves on Facebook Ads and their clients. I’m also curious to see where this is all headed.

If you are interested in learning more about growing your Facebook Page or Facebook Ads, I offer a free 30 minute call where we can discuss technique, strategy, or I can advise on any problems you might have. You can book your time directly into my calendar (they are listed at 15 min intervals but are 30 min slots). Chat soon!

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5 Ways Your Business Wins When You Target Facebook Posts [Infographic]

The other day I was asked how to reach people in a particular location with Facebook Posts. The answer is to target Facebook Posts. This is where your post is seen based on the options you choose before posting.

Say you run a business with multiple locations/offices – a physiotherapist with practices in various locations where you attend, or you own a children’s entertainment product (bouncy castle or show); and you want to target a post to where you are going to be next week to help with walk-in trade. Not all of your Facebook Fans want or need to see these post and you can target Facebook Posts to them.

How to use Audience Restrictions to target Facebook Posts

First of all, draft your post (incl. photos & links) and then click on the tiny arrow next to the map marker.

preferred audience

A pop-up opens and you will need to click on Audience Restrictions at the top of the pop-up. You will then see the following where you will start targeting your Facebook Post.

You are able to target Facebook Posts by each of these items: age, gender, location, and language. Remember though that with a targeted Facebook Post you are targeting your followers and not all of Facebook.

Target Facebook Posts by Age

Targeting by age is generally done by restricted businesses, however it can be useful for targeting school leavers, millennials, baby boomers etc.

Target Facebook Posts by Age

Target Facebook Posts by Gender

Your Facebook Insights are a good indicator of the distribution of gender in your followers. Using gender to target a Facebook Post would be handy for a Girls Night Out/Event, gender specific service (like pregnancy massage), or to target the opposite gender with gift giving ideas.

Target Facebook Posts by Gender

Target Facebook Posts by Location

This is the question which prompted this blog post. The question came from a service provider with multiple locations looking to attract local clients in one place and availability in a second. By using targeted Facebook Posts their audience in a particular area would see only the content relevant to their location. Of note is that some locations are not available to be targeted to such a degree as postcode etc.

Target Facebook Posts by Location

 

Target Facebook Posts by Language

Targeting by language is only relevant when you need to reach people who do not speak/first language isn’t the language of their country of residence. For example I can target French speaking followers in Australia, or perhaps you would prefer to target English speaking followers in Japan. You would be surprised how many business owners are actually multilingual. For them the ability to target Facebook Posts by language means that they are able to speak directly to their audience in their language.

Another benefit in the ability to target Facebook Posts by language is that you can join in conversations about cultural dates of significance to followers who speak a particular language. For example Arabic speakers at Ramadan, French speakers at Bastille Day etc.

Target Facebook Posts

Final Steps when you Target Facebook Posts

Now that you’ve taken the time to consider who you want to receive the targeted Facebook Post, make sure you save it in the pop-up before you go back and Post or Schedule your post.

Target Facebook Posts Save

Summary

When you target Facebook Posts you are niching into your followers. When you provide them with a unique and customised experience you speak to their core and in turn drive the relationship. By targeting, you cut through a lot of the noise and get straight to their core fears, goals, needs, desires. Ensure that your targeted Facebook Posts speak directly to them by either educating, entertaining, or inspiring. Do this & watch your business take off!
Target Facebook Posts Infographic Kara Lambert

5 Popular Facebook Page Myths and How To Overcome Them

It seems to be that every conversation I have with a business owner is about their Facebook Page. Many of them are full of myths (and legends) about running their page and how it’s incredibly difficult. I understand that consulting and coaching around Social Media is what I do, but there are some Facebook Page myths out there that really need addressing.

Facebook Page Myths #1
Facebook is dead!

Um no! That’s just your page because you haven’t worked out some of the basics and how to leverage the algorithm. Sure, other platforms might be growing faster, there are now 1.7 Billion active Facebook users. That’s far from dead. I don’t know any other free resource (other than Google and their suite) that will put you in front of that many eyeballs.

If you happen to subscribe to this Facebook Page myth, then I suggest two things. If you believe it’s dead deactivate your page and walk away because your attitude will come through on your page and you’ll scare your clients away. If you’re not prepared to turn your back on it, then you actually don’t believe it’s dead – it’s just that you find engaging people on the platform difficult and ‘d then suggest reading this article I wrote.

Facebook Page Myths#2
My ideal client isn’t there, so why should I be

Say what now? Go back and read the figure in point 1 above. Now, unless your ideal client lives in some third-world country, I have to disagree. But Kara, my client is under the age of 13 (or over the age of 70) they’re NOT on Facebook. They might be your end user, but they’re generally not the decision maker. Children rely on their parents (by and large) to make their purchases, the elderly rely on their children or carers to help them make decisions. These secondary groups ARE on Facebook and therefore they are your ideal client.

Ok, but my client isn’t either of those. Sorry, but with 1.7 Billion users you’re still going to need some presence – even if it’s small and there purely to hold your business name and to redirect your clients to your main social media channel, your website, or the phone.

Facebook Pages Myths - Kara Lambert Social Media Coach

Facebook Page Myths #3
Facebook drains my time

That is true, but only if you allow it. There are a number of ways to minimise its distraction.
– use the Facebook Business Manager to remove the distraction of your personal feed
– schedule your content in Facebook so you don’t feel as if you need to always be posting (batching work is a major time saver)
– only have the Facebook Pages App on your phone
– use a time lock (or set times) on your PC to prevent the ‘I’m just going to quickly check’ time suck.

Facebook Page Myths #4
I don’t have a lot of followers so why bother

That’s ok, neither do I and I hope you still follow me there! You see, unless you’re a social media influencer you really don’t need to worry about the number. Let’s face it, a number of pages have been caught out by buying fans and we all had to start with 1 like.

I realise that there are stats out there indicating that conversion is between 1-3%, on average. Here’s the thing, that’s an average – you can be above that if you know your client well and you’re trusted by them. How do I know this? I’ve seen it with my clients.

The other thing that I’ve found is that larger pages need either more content or more targeted/specialised posts to continue to grow and mostly engage their audience. So bigger isn’t always better.

Facebook Pages Myths #5
You have to pay to play

OMG! I’d love a dollar for every time I’ve heard this. (I’d offer the money as scholarships to my course) You see, this is a lie marketers tell you because:
– they don’t understand that people make social media what it is
– they don’t want to learn about people, because we’re complex
– they’ve got shiny object syndrome & love new toys/tech
– they want to sell you their service (ok, I admit I do too)

It’s easier to teach people about the technology than it is to teach them about the user. However, it’s always the businesses who understand their client who have the greatest success. There’s no getting around it!

 

In the end, if you think Facebook will fail your business – it will (here’s why). If you believe the naysayers, you’ll pull yourself into their negative mindset and prove them right. Even if you have a current presence, with relevant content you’re going to be ahead of your competitor without a page. Even if it’s because Pages are indexed by Google & to drive your fans to your main presence.

Facebook Page Myths Kara Lambert Social Media Coaching

What’s your Facebook Group Think?

Facebook group think. (I actually like the play on words.) It’s a ‘thing’ going around the marketing community that Facebook Pages are dead and the Groups are the place to be. Hang on a minute, wait one! Before you launch headlong into starting a new group and ditching your page altogether consider the following…

Do you have the time?

OK, so you can flip this on your head and say, do you have the time not to, but do you honestly have the time to run a group. Running a Facebook Group is not a set and forget thing. You can not leave them to their own devices.

In fact, I find that running a Facebook Group is more time intensive as I need to interact and answer questions in a more timely manner. I really can’t plug my group into a social listening tool and comment when needed – I have to monitor my notifications. Sure I could ignore or batch my interaction, but that (currently) doesn’t work for my group.

Do you have the content?

Following on from the wish that they are ‘set & forget’, a group will not run itself unless you give it some bones & direction – certainly not in the early days anyway. I, like many, have theme days; I have one each weekday & one for the weekend. I still have to find content to populate these.

Yes in time & with growing numbers, this will start to work on its own, but you will still need to monitor and interact.

Your content needs to be relevant & interesting. It needs to spark an interest to keep their interest.

Can you be consistent?

Can you turn up EVERY day and post, interact etc? People love consistency and you need to be able to provide it.

Do these issues look familiar?

These are the exact reasons why people struggle to maintain a Facebook Page: time, content, & consistency. There is no magic wand to wave over these. While I do schedule my posts to go into my Facebook Group, I still need to create the content – it just means I don’t have to be up and around physically putting that information in to the group.

Please don’t get me wrong, there are benefits to having a group. However it’s not better reach or engagement as you are still trying to connect to people. If your content in the group does not meet their needs, it will still fall flat. I see this time and again in groups where Admin put up offers, webinars etc and they get 1% conversion. Honestly, they’d get that on their Facebook Page!

Please don’t buy into this Chicken Little attitude that the sky is falling and ‘Facebook Pages are Dead! All hail Facebook Groups!’, it is a trend, they do work, but only because you do.

In the past I have written on why you should choose a Facebook Group or Page. It’s full of technical reasons one is better than the other. Go and have a read , it might help sway you one way or another. I just beg, please don’t be another one of those groups that people go “Oh why did I join this waste of space?” It will just leave you with the same impression of Facebook Groups that you have with Pages.

If you’re willing to give your Page another shot, you can always download my quick hints to growing a Facebook Page without Facebook Ads. Fair warning, I do ask for your email address so I can send you emails with helpful information like this blog post.

If you want to give Facebook Groups a try, come on over and join mine. You can see how it’s run & you’ll get to learn even more cool things about running a business online. It’s free, helpful, resourceful, and not pitchy bitchy or spammy (the three evil dwarves of online groups).

Finally, like I mentioned earlier, you really need to consider the person who joins your group. It’s a real live human on the other end. It’s a somebody you are wanting to build a relationship with, it’s a person you want to part with their cash, it’s not a lead/target/pixel/widget. These are people, like you & I, IF you want to learn how to change someone’s behaviour so they do part with their cash be it through a website, social media, or some other online tool – then please join the waiting list for a new course I am developing that will tap into my understanding of human behaviour & over a decade of experience in moving businesses online.

5 Twitter Facebook Hacks

Before you say, “but Kara, I’m not on Twitter”, it’s ok – you don’t have to be. These are things that I’ve seen used well on Twitter and have tried as Facebook hacks to boost engagement & reach. One of the key things you can learn from Twitter is how to quickly capture attention and get a reaction from your followers. That’s no different for Facebook & that scroll habit we have.  So let’s get on with it!

Trending

Trending topics on Twitter can be location or global based. Likewise, Facebook trending posts can be location based. What is different Is that it is relatively commonplace for Twitter users to hashtag these trending topics in their posts, even if they’re irrelevant.

What Facebook Page users can do is to use the trending topics to see what is popular and then see how they can integrate this into a relevant post.

Hashtags can help

Used to high-jack trending topics on Twitter, Pages can also use hashtags as Facebook hack. Not only do they help categorise their content, but they are also useful in high-jacking trending topics. Word of warning: the best way to use them is in context in the content, not at the end & no more than three relevant hashtags per post.

Polls

Facebook polls have been around for years, but when the next shiny toy came out they were dropped faster than a hot potato. For that reason, it’s worthwhile trying polls again on your Facebook page. They’re now a paid feature on pages, but I believe that well crafted they provide a great way to increase Page engagement & ranking due to the responses and time spent on your page. While polls are a great way to research your client needs, make it more about them & make it entertaining.

Tweet Chats

These regular, scheduled conversations consist of a number of questions asked to followers who respond and include the relevant hashtag for the chat. While I’m not convinced that asking 10 questions over 30 minutes would be well received on Facebook, I’m happy to be proven wrong. What I do know works is that a regular scheduled content post does work (I’ve been doing one now for four years and I have people who follow my page just for that post). Also I know that posting topical questions to prompt conversation is a great way to increase engagement and to research client needs.

Voice & Video messages

You can record & send video (press & hold the camera icon) or voice (press the microphone icon) messages to your customers from the Facebook Pages App (iOS only). Android users can record their video message outside of the app & then send it via the Gallery integration. What a fantastic way to personalise your communication & build relationships! I have to say that this is my favourite Twitter to Facebook hack.

Getting rid of Facebook Messages FOMO

Part of my role as a social media manager is managing community & for one client I am in a number of Facebook Groups to find leads and answer questions. Today the question came up on how businesses either don’t have Facebook Messages turned on or they take a long time to respond. For the majority of people in this group, this was a major barrier to them using the business. So I was wondering: why don’t businesses use Facebook Message? So I asked.

So what I’ve been told is:
- I’m sick of the constant pinging
- People message me hourly find out what is happening
- I receive too many to manage
- Facebook filters too many of the messages, so I miss out on customers
- Too many time wasters messaging my page

So these fall into two main groups: technology & expectations.

Managing the technology

It seems that we have all turned in to Pavlov’s Dogs with the ping of our devices sending us running. We are now faced with the issue many businesses had 10 years ago with email. We are falling victim to FOMO (Fear of Missing Out). Sadly this is actually a chemical reaction. The good thing is that we can actually train our brains out of this with a few steps.

Firstly, realise that you do not have to respond straight away. There generally isn’t anything so urgent in a Facebook Message that requires immediate attention. This will take a fair amount of self-talk, reassuring yourself that you don’t have to have that immediate knee-jerk reaction to the ‘ping’.

Next, either turn the notifications off altogether in Facebook, on your phone, or as I did for about 6 weeks – just put your phone on silence. This removes the trigger for the reaction. You can then look at your messages when you choose, rather than when they are sent.

Managing expectations

Granted, this has become harder since Facebook introduced its gold star for their top students in responding to messages. But seriously, is it that important? What did customers do before the star was introduced (not to mention before Messages or even Facebook)? It’s what’s called in the industry a ‘vanity metric’. It looks pretty, but tells you very little about the actual value of the content. So why have it, well it’s another FOMO tool.

So what’s my point? Business page owners, don’t be fooled and don’t get bent out of shape in your quest for the ‘holy messages grail’ – the gold star. Realise that you are able to look at & respond to messages when it suits you. In fact, I give you permission to look at and respond to your messages when it suits you.

So I hear it already. Kara, what about that person who messages, then messages again an hour later, then again, and again, and again. First of all consider if they will be your ideal client, I bet they wouldn’t be. Now consider how you set their expectations on how you will see to their messages. If you jump at them like a terrier whose owner has just walked through the door, then they will expect that each and every time they message you (including 9pm Saturday). However, if you set up an auto-response that thanks them for their message and lets them know that you will respond between 9-5 Monday-Friday and aim to get back to them within 3 hours for simple questions and 24 hours for quotes, isn’t that a better way to set the scene? What if you responded, how I did for a client, thanking them for their message but asking them to email you so that you have all of your queries in one place and theirs will be addressed in order with all your other queries (humans actually behave remarkably well in queues). Or asking them to leave their contact phone number so you can call them and speak to them personally about how you can help them. (Sales can be easier to close on the phone than online) So what other benefit to auto-responders have? So other than it being like a personal VA, you are meeting the Facebook Messages time targets, setting expectations, and giving you that piece of mind for when your phone is on silent.

So how do you set up Facebook Message auto-response?

First of all you need to be in the Messages tab on your Facebook page (it’s up the top). Then you will need to look down the bottom of the Messages box.



Facebook calls it ‘Saved Replies’ but it’s really where you set up your auto-responses. Click on the little speech bubble to access & set up your responses and this is what you will see.

1. Facebook sets up two auto-responses for you.

2. You can search for your responses

3. You can create a new response

So, here’s a quick overview of how you create a new reply.

1. Give your auto-response a meaningful title

2. Add your message text

3. Personalise your message with names (names are good, they build trust and relationships)

4. Don’t forget to ‘Save Reply’

Don’t forget to personalise your responses. While people might realise that you are sending an auto-response, by using their name you still make it friendly. So here are the options you find when you choose to personalise your responses.

So there are a number of ways there to address and redirect your enquiries. I hope this helped. I can also recommend reading my article on FOMO where I go deeper into why we feel like we are missing out and how we can reduce the reaction.

4 ways to leverage Facebook Messenger Codes in your business

What are Facebook Messenger Codes? These are cute, round QR codes for Facebook profiles and pages. They offer another way for people to share their contact details. When scanned, the code will open up a Message with the scanned profile/page.

Who can have them?

Facebook Messenger codes are being rolled out across the platform. Eventually, all profiles & pages will have their unique identifying Code.

How do you get them?

On your Facebook Messenger App head over to the head (Android) or cog (iOS) and tap on it. There you will be greeted with your profile picture inside a circular QR code.

Find Facebook Messenger Code on iOS

iOS

Find Facebook Messenger Code on Android

Android

But what about my page?
Well you will actually need to be on your desktop to get your Page Messenger code. (Strange but true. Why is nothing ever straightforward Facebook?) Anyway, I digress. You will find your code by clicking on your Messages Tab on your page and it will either be at the top OR the bottom (again with the consistency Facebook) of your Messages. On the upside, you will always see it as a set of concentric circles and it’s on the left-hand side where the names of the people are. Click on the circle (when you find it) and your Page Messenger Code will start to download to your computer.

pages messenger

How do I use my Facebook Messenger Code?

Ok, so that is entirely up to you but I do have a few suggestions…

  1. Add it to your business card and other promotional material – including your contacts page on your website.
  2. Have your Facebook Page Messenger Code as your personal profile picture. Great for those who work a day job while they are also working in their own business as it’s an inconspicuous way to market.
  3. Having it as your profile picture also helps to market your business when you are posting in those Facebook Business & Networking Groups.
  4. Share it on other platforms, just as people share their SnapCodes on Twitter – share your Facebook Messenger Code around.

How do I use someone else’s Messenger Code?

Remember how I told you how to get your personal Messenger Code? Great! Now head back there and click on your face. (Weird I know) Up the top of the screen you will see the words ‘Scan Code’. Android FTW on this one as it is the default screen. Anyway, you will see a circle appear, so line up the code you want to scan in that circle and bullseye you will launch Messenger with that person or page.

How to scan a Facebook Messenger Code on iOS

iOS

How to scan a Facebook Messenger Code on Android

Android

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