Category Archives: Improving Communication

What Do I Put on my Business Facebook Page?

It’s the age old question of businesses everywhere: What do I put on my business Facebook page?

The personal is easy, right? Funny selfies, birthday and anniversary greetings, and great news about our kids, to name a few.

But what’s appropriate on business Facebook pages?

That all depends on your audience.

Every company has a different corporate culture and industry. How much of their information should be shared with their Facebook audience is an individual matter. However, Facebook, unlike LinkedIn or even Twitter, thrives on visual and energetic content.

There are many studies and statistics out there about what content is sure to engage and encourage clickthroughs and shares, but most agree that adding a photo or video to your post will best engage your audience—up to 2.3 times more engagement according to Hubspot. Other visual content, like infographics, are likely to be shared three times more than other content. In other words, it pays to “dress up” your posts.

For the past five years I’ve been curating, creating and posting social media content for businesses, and I never seem to run out of ideas for my clients’ Facebook pages. Below I give you 60 ideas for your Facebook posts, but all you really have to do is reach out with a BRANCH—an acronym I made up to help you remember “categories” and therefore inspire your content.

B stands for Behind the Scenes. Depending on the nature of your corporate culture, there are elements of your office, environment, and people which you can share to humanize your organization and make your Facebook friends feel more connected to you. You’ll be surprised at how effectively engaging these light, fun posts can be. Posts that I have seen/created in this category include:

  1. Office renovations (Ex. “So excited about our new conference room!” with photo of course)
  2. Video office tour
  3. Employee birthday (with their photo)
  4. New equipment (“Our new 3D printer will make our job so much easier!” with photo)
  5. Office celebrations or special days (Ex. “Our staff dressed up for Halloween”)
  6. Employee workplace achievement (Ex. “Employee of the month”)
  7. Employee industry achievement (Ex. president of association)
  8. Employee personal achievement of interest (Ex. won the Boston Marathon)
  9. Distinguished visitor to the office (with photo)
  10. Photos of merchandise being staged or ready for sale (“We are set for the sale!” with image of full warehouse)
  11. Images of awards you may have won
  12. Now hiring with link to recruiter site or website career page
  13. Organization support for a charity or non-profit (photo of logo in program, on t-shirt, etc.)
  14. Post a staff photo and identify everyone in it
  15. Post a photo collage of the workplace
  16. Post a “throwback Thursday” photo

R stands for Relevant. In other words, this is information your clients really need to know about your business. These are usually changes or things your organization has done that could have a direct impact on your customers/clients.

  1. New hours of operation
  2. New services
  3. New website
  4. New logo
  5. An infographic about your process or services
  6. Post an unexpected use of your product or service
  7. Post your business’ commercial or advertisement
  8. Ask for input on a product

A stands for Around either the industry, the town, or the world. These posts connect something the business is doing to something that is happening elsewhere. These can be shared articles or originally produced content. Posts I’ve seen/created in this genre include:

  1. Comments on a current event in relation to the industry
  2. Organization/participation in an upcoming trade show. (Don’t forget to put booth number)
  3. Organization at an upcoming event (Link to event registration)
  4. Organization or employee participation in an upcoming training
  5. Organization hosting or sponsoring an event (Image of signage)
  6. Organization support of local community (Ex. Image of sponsored team jersey)
  7. New laws, codes, regulations or political news that would affect customers
  8. Show a nostalgic picture from the business-first office, first dollar earned, etc.
  9. Product recall notices of interest to your readers

N stands for Nice, or nice things your customers have said/done for you, or things you would like to say or do for your customers. There’s no better third-party endorsement you can get, or any better way to generate corporate goodwill!

  1. Testimonials your customers have given you
  2. Photo of a thank you note from a customer
  3. Photo of a customer with your product that they sent to you
  4. Photo of a gift your customer sent to you
  5. A heartfelt thank you for a good quarter, season, etc.
  6. A promotion for a special sale to Facebook friends
  7. Engage your customers by holding a contest (Ex., “Name the new mascot”, “best photo with our product”)

C is for Content. This is information that your audience will value; either generated or shared by the company.

  1. Link to your latest blog post
  2. Link to one of your older blog posts that is relevant again
  3. Share an article from another source that will help explain an important topic to your clients
  4. Share a fun cartoon about a relevant subject that will make them laugh
  5. Post a video answer to an often-asked customer question
  6. Share statistics or a chart your customers would be interested in
  7. An inspirational saying with an image shared from another source
  8. An inspirational saying with image you create with your logo on it
  9. Recommend a tool or technique to help customers use your product or service
  10. Give a recommendation (or share one) to a vendor or product connected with yours
  11. Honor a timely or unusual holiday. For example, if you are a restaurant, wish everyone a happy National Hamburger Day
  12. Offer a free ebook or whitepaper
  13. Post a link to your company newsletter
  14. Provide a summary or important information that you received from a seminar or webinar
  15. Share a presentation you have through a slideshow or series of posts
  16. Share a recipe with a relevant ingredient, name, geographic region, etc.

H stands for Happenings. What is your business doing that’s new or interesting? Keep your audience engaged in how you’re actively participating with them and the community.

  1. Invitations to organization-sponsored events
  2. New product introductions
  3. Promote special sales events
  4. Stream live at an organization-sponsored event.

I’m certain there are hundreds more. What has been your most successful piece of content posted on your business Facebook page? Let me know and I’ll add it to the list! And if you need any help with your business Facebook page, please contact us.

failure-to-communicate

Three Marketing Communication Lessons from “Cool Hand Luke”

There are nine words uttered not only about an iconic movie hero but also by many of us engaged in the delivery of marketing communication.

“What we’ve got here is a failure to communicate.”

It was my daughter who suggested we watch the movie “Cool Hand Luke,” because she had heard many cultural references and wanted to see what it was about. As a movie lover, I’m always up for a classic flick, especially if it features a young Paul Newman (who, with his southern drawl and devil-may-care attitude, continually reminded me of Matthew McConoughy in his day).

In case you haven’t seen it, Newman plays the title role, a man sent to a southern work jail for vandalizing parking meters in a drunken haze one night. Luke is an irrepressible rebel, who first provokes, then gradually earns the respect of his fellow inmates. The quintessential quote from the movie occurs in a scene when Luke smarts off to one of the overseers, “Captain”, played by Strother Martin. Captain roughly shoves him down a hill in an attempt to discipline him and then explains to the men nearby who are looking on as a way of explanation, “What we have here is a failure to communicate. Some men you just can’t reach.”

You can’t help but feel the corners of your mouth twitch upward. It’s a dark, comedic moment. There was no communication problem, of course. Luke heard everything the warden ever said, including a speech about how he “better get used to those chains clinking” and never try to escape. (Luke also reprises the quote right before…well, I won’t spoil it for you!). The problem was not the communication, but the fact that the communication was ignored. Luke heard, but didn’t obey. (Nor would he ever, which is why he was such a great character to watch!)

But if you’re an entrepreneur, in sales or even on a marketing team in your company, you can understand the frustration of dealing with “one-way” communication. When you send a blog post, social media message or eblast into the world and nobody replies (or only a small number do) you can easily become disheartened. Did you waste all that time, effort and budget for nothing?

The answer, in my opinion, is always “no”. Anytime you communicate, even if it is one-way, you make an impression, which can be the beginning of a meaningful dialogue. But how do we move the needle from our audience “hearing” our message to actually “acting” on it? It’s the $64 million dollar question isn’t it? It’s never in our complete control…but there are a few things we can do to move the needle.

Tell them again and again. I read a statistic once that it takes 5-7 impressions of your brand for people to recognize it. Repetition is key, which is why any communication effort is never wasted. While it may not garner an immediate response, it can indeed make the all important first impression, or it can be the final impression that convinces them to pick up the phone. Either way, it is never a wasted effort.

Telling them “again and again” requires a marketing strategy. The specifics of the what, where, when and how all play into the success of the communication and should be carefully considered. In Luke’s case, he received the message that he better not try to escape from the jail repeatedly, but it fell on deaf ears. This may happen too, but we never want people to call your competitor because they were not aware of your offering. They need to be told…many times.

Tell them in different ways. In the biz, we call these the communication channels. Your website is one channel you are probably already using to give everyone your message, but how else can you reach your audience? Are they on social media? At the trade show? At special events? A new marketing piece? Your message will only be effective if you place it where your audience will see it. For example, choose your social media channels carefully; if your audience is on Twitter, rather than Facebook, that’s where your message should be.

Tell them what to do. This is an incredibly simple yet overlooked principle by many entrepreneurs or marketing newbies. We call it the “call to action.” After you deliver your message, tell your audience what to do next, i.e., click here, call today for a consultation, fill out our quote form. A call to action does more than just reap your reward. By offering a suggestion, you actively engage the reader to make a conscious decision to act or not act, rather than just go on to the next thing. For a split second, they need to consider the validity of your request in regard to their situation. Otherwise they just read or hear your message and think, “that’s nice” and go on to the next thing. It only makes sense that you would be more concerned with their reaction to your message than they would be. Ask for what you want or you may not get it.

All things considered, the Captain wasn’t a bad communicator. He delivered his message repeatedly, and through the use of clubs, tracking hound dogs, armed guards, etc. he subtly told Luke in many different ways that if he tried to escape, there would be consequences. He also was clear about what he wanted: unconditional subordination, which was something Luke couldn’t give.

We too will craft beautiful blogs, amazing marketing campaigns and the most dynamic, interactive website you can imagine and the engagement statistics may fall short of our expectations. But we should remember that while we may not actually see the full effect of our efforts, we will have undeniably accomplished one very substantial goal. Contrary to what the Captain may say, we will have skillfully demonstrated our ability to communicate.

Karen Dix is the owner of Big Ideas Writing, a content development and marketing strategy firm. Visit at www.bigideaswriting.com.