Okay, brand pages all have timeline, so now what do we do? Well, if you had to create a short list of priorities for your Facebook marketing strategy, focus on two things: People and content.
They go hand in hand. While brands will be able to monitor key phrases, you really can’t automate the creation of words. Any company that expects to compete for time, attention and customers will need to create and measure content.
We encounter brands that lack a consistent infrastructure for creating, controlling and measuring content. Here are three ways to address that:
Appoint A Content Owner
It doesn’t matter what job title you give to this individual but someone in your organization must be the pointperson for content. In a perfect world, this person can speak your brand’s language, speak your best customers’ language and be conversant in technology. Marketing is the best place to look for such a staff member. While this exact skill set may not exist, find the most agile person on your team, or hire someone new.
After you find a human to own the content, make sure you have the capacity to analyze the flood of data coming your way. Social media is the intersection of human expression and computer algorithms, making natural language processing and predictive analytics critical tools to understand and measure one’s audience. Without it, your company is guessing about social media intelligence.
Focus Metrics On Engagement
Facebook has shifted its focus from fan growth to engagement. That’s creating a dialogue with the right customers, and increasing brand affinity. That’s why brand pages are now structured around fans and their friends. It’s using the network to build build relationships with customers of the greatest value and their respective networks.
Got content? Got people? Then you may have social media intelligence. Without either, you don’t stand a chance.
Guest writer Molly Glover Gallatin is vice president of marketing at Compass Labs.