The Facebook Community Boost in Little Rock was a hit. Facebook came to Little Rock in order to show small business owners the basics of Facebook and Instagram for their businesses. Business owners from all over the area came to the Repertory Theatre in downtown Little Rock on December 10-11, 2018, to “boost” their social media skills and enhance their business. Being the digital marketing gurus that we are, the GWL digital team went to Facebook Community Boost to ensure we’re up to date on the latest social media tools and trends. Each teammate attended a variety of sessions. Read on to learn about some of our team members’ key takeaways for using Instagram and Facebook in your day-to-day business.
Chynna Stipe - Jr. Digital Media Strategist
Facebooks VP and Deputy General Counsel Paul Grewal kicked off the conference with a panel of small business owners from the Little Rock area. The panel included Dani Martin of Cotton Shed Vintage Market, Jordan Mountjoy of Rock Monkey Outfitters, and Chaz Hubbart of “Chaz the CarMan.”
Some best practices discussed during the business panel included:
- It is best to post 3 times a day
- Use promotions instead of “boosting” a post
- Test different types of content using Instagram
- Put the best performing content on your business Facebook page.
A couple of statistics jumped out at me during the conference. Out of all the time users spend on Facebook, 90% of it is on mobile phones, and 75% of all mobile data will be video by 2020, only one year away! These are important to keep in mind when brainstorming content for advertisements and social media.
For me, the most important takeaway is that GOOD content is built for mobile. Good content is well crafted (what Facebook likes to call “thumb stopping” which is the act of scrolling through your phone and stopping to watch a peice of content) and that is something I will keep in the back of my mind when planning and creating content for clients.
Nicholas Mueller - SEM Specialist
While attending sessions at the Facebook Community Boost, I learned a number of things regarding Facebook and Instagram for business. There are multiple ways for the one billion users on Instagram to interact with your business on the app, including the ability to order food or make a reservation.
There are Instagram posts, stories, and IGTV. If you want to utilize IGTV, a video must be in vertical format. Instagram stories are real-time, unfiltered, and playful. Half of Instagram stories are video, and 60% of Instagram stories are videos with the sound turned on, according to Facebook. Stories stay up for 24 hours unless you decide to highlight the story on your page, where it will stay until deleted. Stories are a great place to start conversations with users.
Instagram will soon implement Quick Replies, so businesses can reply with a custom message if a certain question is continually asked. According to Facebook, one in three Instagram stories get a direct message from a user. Stories capture 400 million active daily users, which is great news for those of you who utilize the Instagram Live feature. Instagram Live is when you go live with a video on Instagram, where users can watch and comment in real-time. When going live, consider using the Q&A sticker which allows users to ask questions on your live video.
Visuals are the universal language. Instagram has a variety of features allowing you to strategically place visuals in front of your target audience. Keep these features in mind when creating and posting content for your business.
Jorge Garcia - Social Media Manager
Facebook Events, a popular tool used to RSVP and share event information, draws in more people by notifying mutual friends about events their friends are attending. From a big picture standpoint, events create a community within a certain group/target audience. Weekly Live shows allow businesses to showcase behind-the-scenes work and allow customers to be part of the process.
Don’t get discouraged easily if you aren’t getting as much engagement on social media as you imagined. Develop that posting "muscle," and your audience will organically interact with the type of content that speaks to them. Once you understand what your customers like/don’t like, you will be able to create content that speaks to them. Always try to create conversations within your content.
Here is some advice from the panel of small business owners that kicked off Facebook Community Boost:
Don’t compare yourself to big brands.
Don’t overthink things; just do them.
Always remember WHY you’re doing what you do because there will be highs and lows. Don’t quit.
- Don’t be scared to do things or try new things—just do your thing.
Facebook groups (pages created for an organization or business to promote activities) are another tool to take advantage of. Facebook groups can provide value to your business. Use Facebook groups to build a community and provide a safe space for people to learn about certain topics.
You can use Facebook groups to learn about what matters most to your community and use this information to create relevant content for your target audience.
Be careful to discuss relevant topics that create interaction and conversation, while still promoting your business in creative, insightful ways. Keep in mind four main things to highlight in Facebook groups: emotion, relevance, education, and feedback.
Alexis McCartney - Social Media Manager
The focus of the Facebook Community Boost was largely on content creation for Facebook and Instagram. Building for mobile first is important, as 90% of data consumed is done via mobile. Utilize sizes besides 16X9 for video content. This way you’re taking up more real estate on a user’s screen.
Movement will be vital to capture your audience's attention. This can be done through graphics interchange format (GIFs), videos, stickers, and more. Add flair to your ad by using stories for product reveals, and make sure to take advantage of general hashtags to help gain more traction in different audience groups.
Relevancy scores will become increasingly important. This is how Facebook decides what to show your audience based on what is relevant to them.
Using your Facebook account to build Lookalike audiences is important. When building Lookalike audiences, it can be beneficial to build out multiple audiences using percentiles to see which performs the best. The best performing audience should be targeted and re-targeted. When discovering what your audience likes and dislikes, use Split Testing to test creative against each other.
Olu Yerokun - Social Media Manager
My first breakout session was about building community through Facebook groups. Here are three key takeaways from this session:
Build a community.
Provide a safe space for people to talk.
Learn about what matters to your followers.
Group pages are a perfect place for user-generated content to be shared. You can even link your business page to your official group page, which will help it gain members and engagement. Groups can be public, closed, or secret and allow you to have an administrator plus a moderator to make sure things run smoothly. Jump start your community by including a description of the group rules/policies and pin it to the top of your group.
Once you grow your business to 50 members or more, you can see performance insights and analytics. These insights will be very similar to business insights. You should see how your business page compares to your group demographics and explore what is doing well with your audience. Control what is being posted in your group by turning on post-approval. You can also disable the comment function if necessary. Turning on membership approvals will allow you to add pre-screening questions and gain information on the people you are adding to your group.
You should be posting to your group regularly. The camera built into the Facebook app has special effects to use when creating content for your audience. Masks can add some personality to your video. Add a mask effect to your face or someone else’s when creating content.
The poll feature allows followers to collaborate with you as you create content and give your followers a chance to participate in your business. Combining all of these effects is the ‘cherry on top’ of great content.
Additional Tips From GWL Digital
Additional Tips From GWL Digital
- Know your audience. Tailor content to the expectations and tastes of your audience.
Tell the whole story. Storytelling is key for a successful business. Great stories have a beginning, middle, and end that keep your audience engaged throughout.
Be authentic. Engage your audience with behind-the-scenes photos and videos rather than highly produced content.
Get creative. Don’t be afraid to try new things to figure out what performs the best.
Be concise. Pack key messages into short and sweet “bite-sized” content so you don’t overload your audience.
Give your business the boost it deserves by creating strategic content and utilizing the tools discussed in this post on your Facebook and Instagram business profiles. Social media provides unlimited ways to enhance and grow your business.
Need help with social media management? We can help!
We produce complete social media campaigns for clients across a variety of industries. We find that social media campaigns create the most success when combined with our other advertising strategies consisting of television, radio, digital/social media, print, POP, and direct mail. Contact GWL Advertising to learn how we can help your business.