Facebook hosts live marketing talks to give brands insight into how they can build their audiences and engage their communities.
The most recent talk on Sept. 13 centered on what brands can do to drive engagement using Facebook’s tools. The most important brand resource is the news feed.
Here’s a list of Facebook’s best tips for using the platform to its utmost potential.
1. Think quality over quantity.
It’s been said before, but brands don’t practice it enough: Focus on quality over quantity. You don’t want to inundate your fans or potential followers with loads of content. Rather, determine your best content and push it through the news feed—the most visible and trafficked tab on Facebook.
2. Be relevant and timely.
It may seem like a no-brainer, but as a brand it’s important that you know what’s going on outside of your company. Engage accordingly, or you’ll end up with a PR blunder like the NRA’s untimely tweet following the Aurora theatre shooting.
3. Be visible.
It’s not enough to promote your content. If it’s not also on your fan page, it’s not going to get the maximum number of views, and will limit your promotion.
4. Make your mark.
Ensure you not only target your fans, but potential fans. It’s especially important to focus your efforts on friends of fans, since they will be more likely to like your content if they know their friends do.
5. Build in a budget.
Getting premium placement requires you to spend some money. Keep in mind it’s a competition to get the most visible placement. If you bid as high as you can in your auction, you will ultimately get the visibility you want and start your promotion off on the right foot.
6. Smartly craft your campaign.
Promote a page specific to the appropriate audience for your campaign. The most important piece of advice is to not mix campaigns. Running multiple campaigns at once not only inundates your audience, but is confusing and won’t allow you to target your audience accordingly.
7. Turn up the volume.
Think smartly about how you can amp up your presence. If you really want people to like your page, have something to promote so you can amplify engagement. That way it will also show up in your recent stories when people like it.
Don’t have content to share? Craft new content and always remember: quality over quantity.
A version of this article originally appeared on The Buzz Bin.