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Video: A Close Look at How Brands Leverage Facebook

In a prior blog post from Price Thomas, you learned tips for optimizing your social media program for Facebook. In the video below, see shining examples of how brands engage and build audiences on Facebook with help from tools and data that you, too, can access and implement into your own social media strategy.

Also, check back for a video on optimizing your social media program for Twitter, and a follow-up video illustrating how brands effectively leverage the platform in 140 characters or less, right here on the RKG Blog.


 

At the end of this video, watch Price’s previous video on Facebook (it will play automatically), or click the following link to watch his video and read the accompanying transcript: How to Optimize Your Social Media Program for Facebook

 

VIDEO TRANSCRIPT

George Kamide:  Hi there and welcome back to the RKG blog. I’m George Kamide, Manager of Social Media and Content here at RKG. Today it’s time to talk social again. In an earlier post, we talked about Facebook, the big boy on the social block, but today we’re going to dig in a little deeper.

In that previous video, my compatriot, Price Thomas, touched on the power of numbers. Facebook has over one billion monthly active users, and each of them are empowered to share, create and join conversations, making Facebook primarily a community-building platform for brands.

Let’s take a look at Allstate’s Mayhem fan page. It’s a great example of how to leverage Facebook to encourage loyalty around a brand and its message. The page is a community of users regularly sharing their own experiences of mishaps and misfortune, and with an entertaining and distinct voice, Mayhem engages and responds to users, creating value for fans.

So, you have a community, but a brand’s audience is, like any community, made up of many smaller communities. Rule numero uno of social media is “know thy audience.” So, let’s take a look at Facebook Insights and the network’s own API. They provide a ton of data on who is liking your page, who shares your content but is not yet a fan, and down on to the nitty gritty, including where they live and what time of day they’re engaging with your content the most. So you can use that data to segment your audience.

“Why segment,” you ask? Because as Price noted earlier, Facebook organic reach is falling—plummeting—and fast. Key is: the free party is over, people. 300,000 fans, 3 million fans, 30 million fans, doesn’t matter. Your content is not reaching all of them. Here’s where it gets tricky. It is no longer earned or paid media, but earned and paid media.

Brands should complement their content strategy with paid social to accelerate their proven content and extend their reach, but that sounds like a lot of extra work, right? But if you’ve taken the time to segment your audience, you can make your ads more relevant to users’ interests and more targeted.

One client of ours, Ledbury, out of Richmond, Virginia, stands out for their disciplined approach to segmentation. Let’s take a look at two display ads. As you can see, even the smallest changes to ad copy and creative can make all the difference. With our help refining and re-targeting their ads for the most relevant audiences based on age, interest and profession, Ledbury has increased new customer acquisition from Facebook by about 26% per month. If you can make your ads relevant and unobtrusive, users are less likely to turn them off in their ad preferences.

Look, it’s about the right content for the right people at the right time.

Stay tuned for more social videos. Next up: Twitter.

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