Social Media Marketing: Facebook Best Practices

Social media can feel like an overwhelming task when it comes to marketing your business. How do you know which platforms to utilize and how do you make the most out of each one?

Social media can be broken down into six major platforms, but you don’t necessarily need to be on all of them. We recommend selecting two to three platforms that make sense for your business and the audience you’re targeting. To help you out, we have created this blog series that covers everything social media. Now let’s drive into Facebook!

Everyone knows Facebook; it’s the most used social media platform, according to Hootsuite’s July 2020 Social Media rankings. Facebook is the platform that gives your business a community and loyal follower base, and is garnered for sharing and interacting with your audience. However, it’s not all rainbows and unicorns; while it is #1, its growth of new users is becoming stagnant with 0.4% to 3% growth each quarter. The primary demographic on Facebook are people ages 25-49, but the most active users are seniors. Men between 25-29 are the least active users on this platform.
Demographic statistics are sourced from Hootsuite.

Businesses that sell products and services, or an organization whose goal is to educate the public will benefit the most from using Facebook in their social media marketing plan. But these businesses still need to be cognizant of who their target audience is, if you target men, ages 20-35, Facebook might not be the best platform for you.

Businesses such as grocery stores, convenience stores, fast food restaurants, stand alone products or franchises, niche B2B companies, as well as law firms and medical companies, should reconsider using Facebook in their social media marketing. These businesses may struggle with generating a following and content that will receive engagement.

Best Practices

Most users visit Facebook at least once a day, according to SproutSocial, so posting more often is great to remain relevant and provide followers with new content. Depending on your business, you should post 4-7 posts a week. Your posts should be conversational, including questions and polls in your posts, which can garner more engagements. Keep hashtags under five as more than that is viewed as spam in the algorithm and will negatively impact your posts performance.

Metrics to Track

  • Likes

  • Follows

  • Monthly engagement (post likes, comments, shares)

Sources:

https://sproutsocial.com/insights/new-social-media-demographics/#

https://blog.hootsuite.com/facebook-demographics/

https://blog.hootsuite.com/simon-kemp-social-media/