Facebook is the ubiquitous king of social networking, universally accepted into nearly all of our lives.  Scanning a user’s timeline reveals stories of relationships, birthdays, wins and losses and connects us in a way never thought possible prior to its invention. As such, Facebook is often used as a Social Media home base for many businesses because of the profound marketing insights the networks provides.

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Facebook is used for a congregation, conversation, and publication with users engaging with brands that they feel a social connection to rather than those that simply sell toa them.  The Facebook newsfeed algorithm gives preferential treatment to brands that receive significant interaction with their posts, which makes it hard for new businesses to gain any impressions or interaction when their fan base is small.  

In order to solve this issue, Facebook introduced several tools for business to utilize in order to increase their exposure on the platform:

Facebook for Business is an excellent resource to how to advertise on Facebook and grow your sales with Facebook Advertising.  For example, A boosted post is a post from your business page that can reach a larger audience for a fee based on the amount of exposure needed to reach your target.

Facebook Page Insights provides comprehensive analytics of your business page.  By analyzing this data you are able to hone your content based on your audience demographics, the content they engage with most, and the optimal times to share. Ignoring these analytics is most certainly to your detriment. For instance, we noticed that our clients that utilize video were receiving 80% higher engagement.

Facebook Studio is a tool that exhibits the most successful marketing campaigns on Facebook. Each year, the most successful campaigns get recognized by Facebook and this resource can be used for marketing inspiration for your campaigns. See what works and how you can adapt such ideas to your unique marketing goals.

That leads us to Facebook advertising tools:

Facebook Ads are advertising that can be targeted to users based on location, demographics, behavior, and interests. The purpose of these ads can be to grow your fan base, drive traffic to your website, increase a specific conversion (which can even be tracked with a piece of code) or download your app.  Whatever your call to action might be, Facebook offers template-based campaigns that marketers will certainly find useful.

With that in mind, social is one aspect of a successful campaign that must be part of a larger marketing effort in order to generate any measurable results.  HARNESS works with our clients to develop an overall marketing strategy based on their unique goals by identifying value propositions, designing a campaign catered to their audience, and drawing on a variety of tools including those mentioned above.