school closure | Beyond Your Side Hustle

In this Q&A episode of the Hustleburg podcast, Brett answers listener questions about Facebook in the second of two parts. This is the second episode of a platform-specific series on the Q&A episodes about the varying social media platforms. Episode 12 is the first part of this Facebook-specific Q&A series.

Should I be Using Facebook Stories, Live, or Watch Party? Why?

There is absolutely a benefit to each of these features for the small business owner.

Facebook Stories – Unlike Instagram, Facebook stories allow you to have all the same features, as well as swipe up capability without the need to pay for ad or be a large account. It’s also a great way to connect with younger users on the platform. The addition of stories to Facebook gives you a way of offering your community a glimpse “behind the scenes” of your life, business, or brand. It gives “insider access” to what you do, deepening the connection to your brand.
Facebook Live – If you have a good reason to stream live video content, this is a wonderful tool to do so. I like that you can create an event and hype around your business or brand that gives your community instant connection and interaction with you. It helps to deepen their connection, acting like a souped-up version of Reddit AMAs with real-time interaction.
Facebook Watch Party – I see the same value in offering the instant connection and interaction to your community that Facebook Live offers, in kind of the same way we used to call one another to watch a TV show or movie together, but separately.

What’s the Best Way to Grow My Facebook Likes? Should I Use Ads?

The key is to add value to the ongoing conversation that is social media. Your page should have plenty of content before you publish and even invite your mom or spouse to like it. Create 10 or so posts before you launch, so that visitors will have something to look at when they visit. This gives them an opportunity to decide if they want to give you the “like.” Tactically, invite those on your friends list to like the page slowly, making sure you utilize the tools Facebook has available to you. I’ve found better results when inviting people both through a notification as well as a well-crafted message in messenger from your personal profile. Both of these invitations methods are only possible on the desktop version. I answered a similar question in greater detail on Episode 4 of Hustleburg, where I discussed getting greater reach organically.

When it comes to ads, I’m not a big fan of paying for “likes,” because they are generally superficial, and I’d prefer that they come for something of value that you’ve offered. Using targeted ads based on demographic and psychographic information to drive them to something you offer that will add value to them is a great way to grow your audience. They’re more engaged than someone who just likes your page in a “drive by”

Page Messaging is Mystifying Me. Is This an Important Metric for Customers?

My answer about the importance of this public-facing metric is going to be different for different businesses. If you’re in a fast-paced environment and customers expect that you’ll respond quickly, this is something to make sure you prioritize with your page. For example, if you’re operating an auto repair shop and a potential customer wants to know if they can bring their car in today to have it repaired this afternoon, you’re going to want to make sure you can reply to that person nearly immediately, like fielding incoming phone calls. Facebook calculates this metric by measuring your response rate to private messages… ALL private messages to your page. They measure two things, the percentage of messages you respond to and the speed with which you reply. For the first, you’ll need to reply to 90% or more to have a “Very Responsive” label on your page. For the latter, you’ll need to respond in a very timely manner. An explanation of calculation for both is included in the episode.

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How Should I Maximize My Downtime During the COVID-19 Crisis to Brand My Business on Facebook?

During the self-isolation, restricted business operations, and a lack of sporting events, we likely find ourselves with newfound downtime. That downtime can be the catalyst necessary to lay the groundwork for your brand or business online. You can use this opportunity to create your Facebook page, engage with your existing community, and create content for it as well. Don’t let the temptation to just binge Netflix stop your dream and use this time to your advantage.

My Feed Is Filled With Draining News. How Can I Fix It?

First, take a break. Unplug and regroup. Take a walk. Read for fun. When you’re ready to fix things, follow and engage with people, pages, groups, and topics that aren’t bringing you down. The algorithms show you what they think you want to see, so you have to re-engineer what it’s showing you by changing how you use the platform. The good news is that you can change what you see by changing your behavior. The better news is that recent activity and changes have more influence than past activity, so get started now by focusing on what you want to see. You find what you seek, both online and in the world.

What Are the Benefits of Creating a Group in Support of my Facebook Page?

Your page is a communication tool for those outside your community. It’s your virtual storefront. It contains basic information about your business, like your hours, your location, or your special deals. It’s a great tool for people already looking for you. It’s social media’s version of your website with a touch of your personality.

Facebook Groups present you with a unique way to build deeper relationships with your community. It’s where you have in-depth discussions, interactions, and engagement. While your page is your opportunity to build many, shallow connections, your group gives you the chance to build ocean-deep connections with fewer people. Those are the people who are committed to your business. They are or become your raving fans.

How Can I Get More 5-Star Reviews on my Facebook Page?

Giving 5-star service is the best way to receive 5-star reviews. You can also offer on a receipt, signage in store, or a follow-up communication a small token of appreciation for all reviews. With these reviews, you should directly engage with your customers, while you have their attention, asking them for their feedback. Address any issues on the spot, and no matter what they share with you, ask them to share it online, and if your Facebook page is where you want to drive them, send them there. This also applies to Yelp or Google Reviews.

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