You can use Facebook for professional networking
8 tips for successful Facebook marketing
Felix Beilharz: Social networks like Facebook have become an integral part of our everyday lives and more and more large companies and brands are using this trend for themselves. But Facebook is also a good platform for small and medium-sized entrepreneurs to present their own company. In an interview, expert Felix Beilharz explains what needs to be considered.
Can every company use Facebook for itself or are there certain types of companies for which it is better suited than others?
Felix Beilharz: Facebook is very broad and large, which is why it is actually suitable for all types of companies. One cannot now say that only corporations, only small or only B2B companies benefit from Facebook. If you do it right, Facebook is great for any business.
Ultimately, the point is that company content is seen and perceived by as many people as possible and is also rated positively. So how do you achieve the largest possible range?
Felix Beilharz: There are only two ways to do this. One is good content that creates interactions. The organic reach on Facebook depends very much on interaction, i.e. likes, shares, comments. If I can do that, I'll also get a good and high organic reach. The other way is to advertise. I can pass on my posts and have them distributed on Facebook via advertising. Of course only against payment. Of course, a mixture of both is best, i.e. good content and well-placed advertising.
How do such advertisements work on Facebook and what do companies have to consider?
Felix Beilharz: There are many types of advertisements on Facebook, depending on the goals you are pursuing with them. It is important to be aware of this goal beforehand and then generate good advertising. But you have to test it out beforehand, because it is difficult to say what will work and what will not. My tip: Use the advertising manager to generate advertising. You should better ignore the “highlight” function of Facebook, because it has poor targeting.
What exactly does targeting mean in this context?
Felix Beilharz: Targeting means addressing the target group precisely. For example, gender, age, place of residence, etc. In addition, there are well over 100 filters in the advertising manager, from professional group to interests. But do not filter too narrowly, otherwise the advertising will be unsuccessful. A minimum of 1000 people should be addressed.
Are there specific times or days of the week companies should post?
Felix Beilharz: You can't say that across the board and nowadays this point in time is no longer decisive. For example, Facebook gradually scatters its content. So when I post something, it is not there for a certain period of time and then gone again, it gradually trickles into the user's timelines. Still, it makes sense to post when your own fans are online. In the insights on the fan page, you can see exactly when most fans are online and thus precisely time posts.
On some pages you can see hashtags more and more often. Do they even work outside of the Twitter world and are they also being used?
Felix Beilharz: Not really. Hashtags work on Facebook, but they can't be used properly. Unfortunately, the Facebook search is too bad and does not find these hashtags correctly and, above all, not always all posts with this hashtag. Unfortunately, this makes the function irrelevant. Very few people understand the function of the hashtags and it does not contribute anything to the reach. Perhaps that will change when Facebook rolls out this trending topic function across the board, which has been around in the US for some time. Only then will hashtags be worthwhile on Facebook.
Once this feature has been introduced, which hashtags can companies use?
Felix Beilharz: There are two good approaches here. One is to use hashtags that everyone is using right now, that is, they are trending right now. Like the hashtag #dressgate when there was a discussion about the dress, which was blue-black or gold-white, depending on the viewer. The other approach is to create your own hashtag, # 1und1hosting for example. This hashtag is then only used by us and everyone who speaks about us. So you can also see very well what is being posted about your own company on the Internet.
Should companies that produce their own videos post them directly on Facebook or is a link to the YouTube channel enough?
Felix Beilharz: That's a good question. Both ways are definitely sensible and have their uses. The videos are definitely more sustainable on YouTube, as the videos can still be found easily even years later using YouTube and Google searches. On Facebook, something like this spreads more organically in the news feed. Very few will search specifically for videos here. Nevertheless, the range is usually higher here. So my advice would be to upload it on both channels and then find a good combination of both. So publish acute and current videos on Facebook and sustainable videos on YouTube.
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