Article · Social Media
Give Facebook a useful role
Facebook may support local visibility, customer communication or paid campaigns.
Facebook may support local visibility, customer communication or paid campaigns. Choose the role that matches your audience and the resources available.
Keep the path consistent
A post or ad should lead to the offer it describes. Keep contact details current and give people an obvious next step. Decide who responds when someone comments or sends a message.
Decide what Facebook should do for your business.
Evaluate the useful response
For lead generation, look at relevant conversations and sales follow-up. For customer communication, look at whether people find the information they need. Follower totals alone cannot answer either question.
Check the offer, contact details and destination.
Put the idea to work
Decide what Facebook should do for your business. Check the offer, contact details and destination. Look at useful conversations and relevant contact actions.
Follower counts do not explain whether customers were helped.
Why this matters
Give the work a useful business purpose.
Local information, customer contact and advertising have different aims.
What to understand
Three ideas worth keeping.
The purpose
Give the channel a practical job.
The useful check
Make the post and destination agree.
The next step
Review relevant customer responses.
Aeolus view
Keep the useful question in view.
Local information, customer contact and advertising have different aims.
The post or ad should match the page it leads to.
Follower counts do not explain whether customers were helped.
Decide what Facebook should do for your business.
Look at useful conversations and relevant contact actions.
Next step
Work out what deserves attention first.
Tell us what you want to improve. We will discuss the useful next step.