For this installment of “Meet Apsos” we moved mountains, crossed oceans and traveled halfway around the globe to gain exclusive access to the man himself: Apsos Media’s founder and CEO, Matthew Apsokardu. Okay okay, so the whole mountains and oceans thing is...
Building a community of followers on Facebook is not as easy as it seems. Maybe you’re just starting your business and people don’t know about you yet, or maybe your business is doing well but lacking a sufficient social media audience. Either way, engagement is an important part of your business that you should consistently strive to improve.
If you think about it, most communities don’t simply appear out of thin air. They require strategy, effort, planning, and time.
Here are some ways you can build a community of followers on Facebook, specifically.
The old adage rings true here: consistency is key. It’s great to draw attention with a single post, but you want people to keep coming back for more. Providing content with consistency will let your audience know when to come back and when the can expect the content. This obviously requires some sort of strategy.
It depends entirely on what your business or company does, but try to think of a content piece that you can put out on certain days of the week that has a “call to action.” A call to action is something that is asking the audience to do something (for example: liking, commenting, clicking, etc.) There needs to be some sort of incentive or reason to do these things (example: like this if you agree or comment your favorite dog breed).
Consistent content with a call to action will keep bringing people back to your page and start growing your community.
Connect and Care
Simply posting content without engagement will not help build a community from scratch. If you post awesome content but there’s no one there to see it, it will be more or less a waste of your time and efforts.
Spend some time out of your own page and exploring pages where your audience may be spending some time. Go like and comment on photos and comments of people that may be interested in what you have to offer. However avoid the topic of selling your product or service. People don’t really like to be bombarded with sales on social media, especially when they’re not looking for it.
Interviews on Facebook are great for building members of your community. By conducting an interview with a credible source, you can show compatibility between your company and the individual. The person you’re interviewing can also have more knowledge on a specific subject matter which delivers valuable content to people who are looking through your page.
If you do an interview with someone who has a following on Facebook, tagging them will also draw their following to your page. Even if they don’t have a huge following, the exposure will still be good!
Build a Facebook Group
Building a group on Facebook is an excellent way to create a community of people who are interested in similar things. This shouldn’t be a space for you to gather people and get them to buy your product. It should, however be a place where people can go to get valuable content or conversation with like-minded people.
For example, if you are a marketing company, you could create a Facebook page with marketing tips and tricks. If you are a pet food company, you could create a page where people can post funny/cute pictures of their pets.
One key part of this group is not only the content, but the name of the group as well. If you are a relatively unknown brand, people will not likely jump at the chance to join your group if they don’t know what it is. Your name should be obvious enough for people to figure out what it’s all about, and it should also spark conversation.
These steps should help you get a start on how to build your Facebook community. However companies will find success with different tactics, and there is no single formula that works for everyone. Part of the process is about trial and error and finding what works best for your company.