In today’s highly competitive global marketplace, meeting and event planners need every competitive edge they can get. With business costs skyrocketing and clients becoming more demanding, meeting planners are looking for ways to create efficiencies and streamline operations. To achieve this, many are turning to Facebook to revamp their marketing efforts, connect with potential clients, and reinvent the very nature of how they do business. With the right know how, using Facebook effectively can certainly impact your bottom line.
There’s no question that Facebook has heated up from a simmer to a boil. Today’s Facebook pages far surpass the static content repositories of yesteryear. Once used mainly for basic information sharing in the form of company-wide newsletters, announcements, and e-mail, this Web-based platform has come into its own. These days Facebook is taking on more mission-critical applications than ever before.
Here are some key ways to effectively use Facebook for your business:
- Don’t set up a Facebook page and do nothing with it. It’s not genuine and will cause you more harm than good in the long run. Allow for discussions, keep it updated, and login and look at it every now and then.
Meeting planners also don’t always pay attention to the general aesthetics of their page. Extra links and low quality photos won’t attract new “likes,” and it will make the business look sloppy.
- Every Tweet you have should not be ported into Facebook. On average Twitter should be updated two to three times/day, whereas Facebook should be updated two to three times per week. If you update Facebook at the same frequency you do Twitter, you will lose your followers very quickly, as you will have become a Facebook spammer.
- If you don’t want the entire world to read it and associate it with your brand, don’t put it on Facebook. Have one social media manager that everything posted on your Facebook fan page runs through—including pictures, discussion, topics, and updates.
- Make sure you have a Facebook business page, not a personal profile. You must have a personal profile to operate a business page, but your “business” must be done on the Facebook “page.” Doing business from a personal profile violates Facebook’s rules.
- Avoid opening your wall for posts from outsiders when you don’t want them. Luckily, Facebook limits the security decisions you have to make, but make sure you’ve set them how you want. If you don’t want anyone but page admins to post information on your wall, make sure you change your settings to allow for this, otherwise you might get hit by spammers or people posting inappropriate content. The reverse goes for people who want to start conversations on their wall. If you want people to be allowed to post, make sure you’ve enabled them to do so.
- Don’t waste words. If your post is too long, look at ways to break it into two posts.
- Use subtitles, bulleted lists, such as the “Top 5 or 10 ways to do something” to keep the post moving forward.
- Use videos such as clips of events, interviews with experts, tours of venues, etc.
- Use infographics.