I was reading Ariel’s blog APPLESANDNERDS the other day, and I came across a very useful post of hers on how to post effectively on Facebook company pages. As of September 2013, Facebook has approximately 1.26 billion users. It has also announced that one out of seven people not only have accounts on Facebook but are actively using Facebook. That is 15% of the entire world!
Without doubt, Facebook is one of the most effective tools for marketers to expand their company’s online presence. However, if not used properly, Facebook can be completely detrimental for your brand (Imagine an angry post complaining about your product and you did not react quickly enough!).
With high interest in fashion and beauty like many girls of my age, I “like” and “follow” a number of cosmetic pages – Bobbi Brown, L’Oreal, Clinique to name a few. Among several cosmetic giants, Estée Lauder definitely knows how to catch my eye on my Facebook newsfeed.
With more than 1 million likes and almost 30,000 fans talking about the brand (which means users have taken an action such as making comments or sharing a post on Facebook page that will be visible to their friends), Estée Lauder is a great example that showcases Ariel’s golden rules.
1. Rich Media & Various Content:
The brand consistently provides users with rich media, in various formats. The posts are not only limited to direct promotional content or product information; it shares behind scenes at fashion shows, educates users on new fashion trends and beauty tips or simply asks users questions. Estée Lauder effectively uses interesting images, videos, quotes or links to encourage its fans to interact and share them with friends. The content varies, however still relates to the brand to show that the brand is an expert in the beauty industry.
2. Be Consistent & Post Daily:
Estée Lauder makes 1~2 posts everyday to keep users updated but not to the extent that users feel bombarded with posts. Posting regularly really is an excellent way to generate online traffic and stand out on users’ newsfeed.
3. Be a “Conversationalist”, Not a “Broadcaster”:
Estée Lauder shines when it comes to generating two-way conversation on Facebook. The brand builds a strong community among its Facebook fans through interactions by directly asking fans to answer a question, give opinions, or fill in the blank. It is also a great way to learn about your customers – what they like, what they want, what kind of lifestyles they have, etc.
4. Be Responsive:
When it comes to customer service, the brand plays big. The above screenshot demonstrates how responsive the brand is on Facebook. When users ask questions or leave opinions, Estée Lauder always replies rapidly (usually within a day). Not only does the brand acknowledge the fans and thank them for sharing and posting, it takes an extra step to provide additional information or resolve an issue if there was one.
Of course, these rules don’t only apply to cosmetic brands. You brand needs to facilitate an environment to actively interact with consumers, listen to what they say, and respond quickly and properly to differentiate/stand out from your competitors.
If there are other brands that catch your eye on your Facebook newsfeed, please share and comment below! Thanks!
J