Pithy social media advice on the Internet’s dominate social network … for now.

Blake Bowyer
Media Program Analyst

Not all social networks are created equal. Some are faster, some are slower. Some are private, some are public. Some require more diligence, some demand deeper conversation. Facebook is unique in many ways as the preeminent social network for users in the United States. It continues to grow, expand, and develop … maybe to a fault. 

However, its diverse, enormous audience make it a vehicle for visibility, satisfying customer relationships, and unique marketing opportunities. To use it for these purposes and countless others, your company must realize its advantages and its limitations. When developing your social media strategy, consider these 11 Facebook tips:

1. This isn’t Twitter. No matter how hard Zuckerberg and Co. try, they will always serve different purposes. Don’t treat them as one format.
2. As such, don’t publish identical content across social networks. Keep users coming back to each facet of your social media prism.
3. However, make sure your efforts are part of an integrated message and consistently branded. It’s a delicate balance, but has huge potential.
4. Embrace user content. If people feel passionately about your brand, allow them add to the mix. Find your advocates, they hold more influence.
5. Conversely, if people aren’t actively passionate about your brand or organization (the case for most), reach out and see how/if they contribute.
6. You send an update, every fan sees it. It’s not a feed, but another message in an inbox. Treat it with the discretion you would an email.
7. Facebook is less ephemeral. Use it as a tool for feeding stakeholders promotions, event dates, and info that is relevant in the future.
8. Fan pages aren’t groups. You might want both, but leave group activity to people of similar interests. You want fans who found you on their own.
9. Don’t create related interest pages (e.g., “Yoga”). It’s deceptive. Embrace your Web identity. If you lack fans, there’s a bigger problem.
10. Facebook has become the hub of many users’ Internet experience. If you’re ignored on Facebook, you might not reach those users. Period.
11. Know your Facebook audience. It might not be representative of your usual customer base. Adjust and talk to the fans you’re attracting.

That’s it. These all tie into one thing: Facebook marketing means talking, sharing, and empathizing with your audience, not broadcasting one-way messages that lack mutual value. Keep that in mind with every event, photo, update, and post. They made the effort to become fans, now it’s your turn.

What would be #12 on your list?