Beginner on Facebook: How to effectively optimize your visibility?

Social Network, Facebook, Network
Beginner on Facebook: How to effectively optimize your visibility?

How to effectively use a Facebook company page for your business when you are a beginner? Here are the tips to follow:

Are you one of those who just created a corporate Facebook page? Or do you want to spend less time on Facebook while optimizing your visibility?

Discover tips that can significantly increase your audience with a minimum of effort! Impossible, you say? You have to see it to believe it.

How to create an attractive profile on Facebook?

As a company, your presence on social networks is essential. But few people succeed in taking their first steps on them.

First of all, social networks are not magical tools. It takes time to master them and to effectively deliver content. You must also choose the right social network(s) to register your company. And last but not least, you need to control the moderation of your page to be in close proximity with your leads.

To do this, be sure to fill in the important information on your Facebook page:

  •  Photo of a logo or profile photo depending on the nature of the page,
  •  Cover photo,
  •  Cover photo of your page story (we tend to forget it especially if we are a beginner, whereas it gives meaning to your page),
  •  User name (ex: @lejournalducm)
  •  Contacts: postal address, e-mail and telephone number
  •  Opening hours: especially if you run a restaurant and/or shop....
  •  About section: what type of service and/or product do you offer and for what kind of target?
Once configured, you can now publish your first publications. But what should be done first? Follow the guide....

The first steps on Facebook

First of all, prepare an editorial calendar for your future publications. This will give you an overview of the content to highlight, as well as control your Facebook advertising budget if necessary.

If you are patient, you can publish organic posts, i.e. unsponsored or free publications. In principle, sponsored items are subject to a charge.

On the other hand, if you want to have more visibility in a few months or even in a week, do not hesitate to use paid publications. Discover tips on the blog of Danilo Duchesnes who is an expert on Facebook Ads.

But that's not all, Facebook still contains restrictions not to be overlooked. Here are the things to try or absolutely forget:

To do:

Send only likes invitations to people who may be interested in your product and/or service. This may seem commonplace, but it will prevent you from falling into the traps of haters or competitors of your product and/or service in your list of friends. Stay as discreet as possible to protect your business.

If you send invitations to anyone, you may have strange and unfounded recommendations on your page. This could later make her lose credibility.

 You will be able to add profiles and assign them a role for each of them:
  • First, find out about the roles of each profile. To do this, go to the help section of Facebook, especially in the section "How to manage roles on my Page? »
  • If you are a beginner in this field, here is a brief presentation of what you need to know about roles:
  •  Administrator: this person has full power over the management of the page. It assigns the role of each manager on the latter, can delete and create a new page, sponsor publications, moderate the page...
  •  Editor: she can modify the information on the page as well as the moderation... but unlike the administrator, she cannot assign roles on the latter.
  •  Moderator: she will be able to consult the page statistics, manage private messages and comments and create ads.
  •  Advertiser: she will have the possibility to create ads and/or boost the page, access statistics but will not be able to perform the roles of the above profiles.
  •  Analyst: his activities are limited to viewing the statistics of the page as well as the people who have published on it.
  •  Job offer manager: as its name suggests, it will be in charge of creating job offers as well as sponsored advertisements if necessary.
For your information, you should only have one admin per page to avoid the possible loss of your data at the end of a conflict. The owner of the page, therefore the admin, should only be the owner of the company and not the person in charge of communication, marketing or other. You would save yourself a lot of trouble, which certainly only comes to light late.

Recruitment page

If you have a recruitment page for example, favour Facebook groups over local but not international recruitment, at the risk of receiving non-usable applications. This technique, if properly used, can generate more traffic to your Facebook page. As a result, your "like" ratings will increase rapidly and you will have more interaction with each publication.

  •  Use programming tools for your future publications, or program them directly from your Facebook page. Swello, for example, is a very effective and quick tool to use.
  •  Refine your editorial calendar, even if it means temporarily unpublishing your page in order to come back more efficiently.
  •  Create attractive visuals by following your editorial calendar. If you are not a pro, try the Canva or Pixteller tool. Then choose from the templates provided by these tools.
  •  Check your Facebook statistics regularly to see the ideal time to publish your posts but also to measure your objectives.  The commitment rate must therefore be correctly interpreted to ensure clear and concise reporting. Remember the rule: Set goals, set KPIs and measure the performance of your actions.

Not to be done:

  •  Send excessively likes invitations to your Facebook friends!  Not very interesting if they are not attractive to your publications. You will lower your engagement rate unnecessarily.
  •  Sponsor your page and/or a publication and then send likes to those who liked it. This is a common practice but not very engaging insofar as the approach is not qualified. A like has no reference value to confirm the reading of an article. Just look at the likes/clics ratio to see for yourself.
  • As soon as Facebook notifies you that you have exceeded the number of invitations, stop sending them immediately and postpone them until the next day. If you insist, your page may be temporarily or permanently blocked. So make good use of this feature.
  •  Share your page with groups that are not interested in your activity: avoid working for nothing because you risk being considered a spammer.

Want to go further?

Now discover some tips about EdgeRank, Facebook's algorithm:

Tips to understand the Facebook algorithm

According to Grizzlead's blog, the Facebook algorithm can be summarized as follows:
Facebook News Feed Facebook Algorithm = Page Interest x Post Performance x Past Page Performance x Content Type x Recency
Be aware that your Facebook news feed is organized according to the relevance of the content, that is, the most relevant content is at the top of the page while the least important is at the bottom. Publications are generally displayed according to your interests.
In other words, here is what will be displayed:
  •  Inventory: these are your friends' posts and the pages you are a fan of.
  •  Signals: these are publications with a lot of short-term commitment, they can be viral publications or simply trending topics
  •  Predictions: these are the publications that may attract your attention
  •  Relevance score: this is the score given by Facebook to measure your potential interest in relation to other publications it has shown you before.

In summary,

Facebook is an essential social network to optimize the visibility of your company.  33 million French users use it. If we exclude young children and relatively old people, we can say that more than 2/3 of the French working population is on Facebook.  An interesting detail but to which a question remains attached: What do they do about it?

If you want to launch a new product and/or service, recruit new talent, engage in social mobilization or even work on your "Personal Branding"... you will need to manage your page well in order to improve your credibility and your e-reputation.

Don't be afraid to get started. Use professionals or register for short-term workshops and/or training if you want to master this social network. But if you don't have the time to manage everything, you can also entrust the management of your Facebook page to community management agencies or independent community managers.

And how do you effectively manage your company page on Facebook?