Facebook Page Commandments

I. Thou shall not share text only based posts.

II. Thou shall only post content that your audience will like.

III. Thou shall use third party publishing tools to save time in scheduling.

Update July 2022

I originally posted the Facebook page commandments back in 2014. I was looking to refresh my blogs about social media marketing and was pleased to see that almost a decade later, my Facebook Commandments still stand up. The only part that needs to change is Commandment number 4. The concept still stands, but it needs a tweak. When creating posts, you still want to find a way to capture contact details, but back in 2014, Facebook apps used to be the recommended way to capture contact details. My recommendation at the time was to use an app like Mailchimp to set up a tab within Facebook to grow your mailing list. At the time, Facebook was really wanting to keep people on the app instead of going elsewhere to fill out a form. You can experiment with different ways of capturing contact details, whether that’s a link to a landing page with an email marketing funnel, or using one of Facebook’s lead forms or even just making sure that you send an invitation to like your page to everyone who likes your posts. The focus is still to convert that interest into a way that you can contact that person again.

IV. Thou shall drive traffic to custom Facebook apps that capture contact details

Facebook Page Commandments Social Media by OfficeHounds

Why follow the Facebook Page Commandments?

Over the years, Facebook has made changes to pages that many business owners and marketers have struggled to keep up with. At OfficeHounds, these are the commandments we follow for our customers and the reasons why.

I. Thou shall not share text only based posts.

According to Facebook News (Aug 2013), “every time someone visits News Feed there are on average 1,5001 potential stories from friends, people they follow and Pages for them to see, and most people don’t have enough time to see them all.” They go on to explain that there are too many posts to be displayed in chronological order, so they have an algorithm that tries to predict what people want to see from trends in user behaviour. People are less likely to like or comment on text based status updates from pages, but people will engage with status updates from friends. Page posts with eye-catching images or links to blogs or interesting content are more likely to be seen in newsfeeds.

II. Thou shall only post content that your audience will like.

Ok. We admit that the challenge for most page owners is knowing the minds of their audience. Not only do you need to understand the kind of comment that your audience will like, but you also need to understand specifically the type of content they like when they are on Facebook. The same person may be more likely to retweet your blog post on Twitter but ignore the same post on Facebook and instead like and share images with a useful tip. The only way you can learn what your audience likes is to get your target audience to like your page (the easiest way is with Facebook ads) then test different types of content and measure the response. Do more of what works. Stop doing the stuff that doesn’t get results, even if it seemed a good idea when you were planning your content strategy. With Facebook, go for quality over quantity every time.

III. Thou shall use third-party publishing tools to save time in scheduling.

You may have previously read that Facebook penalizes Page Owners who use third-party tools like Hootsuite or Marketmesuite. There was a time when content would rank better if it was posted or scheduled from within Facebook. That time is over. Be more efficient by planning and scheduling your posts. Not convinced? Read The Real Deal with 3rd Party Facebook Publishing Tools 

IV. Thou shall drive traffic to custom Facebook apps that capture contact details

The best way to justify the time and energy spent on Facebook marketing is to make sure you are using your Facebook page to capture contact details. A ‘like’ is ok, but permission to add those who like your Facebook page to your email mailing list is supercalifragilisticexpialidocious. Having permission to email gives you the opportunity for you to market to them when they are in a different frame of mind, possibly one where they are more likely to buy or take your desired action. Most people only use Facebook to catch up with friends and family and be social. Add a custom app that goes near your like count and post links to it in your timeline and on other social platforms like Twitter to get more email subscribers.

Go forth and convert.

P.S. Check out this fun article about the origin of the word supercalifragilisticexpialidocious


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