10 Ways to Improve Your Facebook Page

Best practices for retailers from industry experts

Make sure to check out the May issue of Dealerscope for our full report on what CE and appliance retailers are doing to optimize their Facebook pages. The best practices we discuss have helped retailers increase their exposure, in-store traffic and revenue. Here are a few tips provided by industry experts that are featured in the story. Get your free subscription to Dealerscope today.

Bob Donaldson, vice president of digital marketing, Brandsource, says:

• Check your page at least two or three times a day. Whenever you have a complaint or encounter a problem, take it offline and respond immediately so that you avoid the back-and-forth that keeps on person’s problem in front of every one of your Facebook readers.

• Use your smartphone as your instant-response tool.

• Use compelling visuals. Brandsource, for example, notified its dealers that 15,000 household fires are caused by built-up lint in dryers. That’s helpful information for an appliance dealer to post, and it becomes more impactful when it includes an image.

• Use humor. Be careful, though, because not everyone thinks the same things are funny. Don’t be offensive.

• Avoid mention of religion and politics.

Frank Sandtner, vice president of member services and operations, Nationwide Marketing Group, says:

• Expanding your Facebook button beyond your home page can increase your ‘likes’. Most people are not going to “like” a brand from the home page because they don’t have an established relationship with the retailer. Integrate the Facebook button in as many places and layers as you can on your website. The more buttons you have at different levels, and the deeper the customer gets into his research cycle, the more chances you have of eliciting a “like.”

• Use keywords in postings. Learn SEO strategies.

• Control your company’s Facebook password. In companies with older management, the development and maintenance of a Facebook page often falls to younger employees. If the page is linked to that employee’s Facebook profile, it could create a risk situation if the employee leaves.

• You risk low consumer engagement if you oversaturate your store’s page with too many product promotional announcements. You also risk labeling your store as a purely discount retailer instead of one that provides exceptional value.

• Don’t be afraid to link to third-party content. External content that is pertinent to your company could also be meaningful to your followers.

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Editor in chief of Dealerscope
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Comments
  • Michelle Thompson

    "• Use your smartphone as your instant-response tool." — You actually cannot access 90% of your business FB page via mobile yet. So yes, that would work if you were responding to someone from your personal FB profile.. But you cannot view any posts that you, or any fans write unless you are on a computer or receive an email.

  • Michelle Thompson

    And company facebook pages do not have a password. As you said the page will be linked to their own personal profile. So you have to log in to your personal facebook profile to access the business page.. Unless of course you create a separate facebook profile for all employees to have access to the business page. Which would be a good idea if you were worried about bad situation after an employee leaves.

  • Pam Ronan Shaw

    Not just FB, but all forms of social media need to be cultivated and nurtured. If you want to hear more, please contact me at pshaw@socialbiz360.com

  • jeffoheir

    Thanks for the comments. Yes, instant response (or anything close) is a must. To Pam’s point, independent dealers have to assign at least one employee dedicated to maintaining and updating social media strategies across all platforms. Keep an eye open for the May issue of Dealerscope, which features the full Facebook story. Here’s a link to an excerpt: http://ow.ly/aHkXY