Facebook Pages: Native Content

This piece is all about Facebook Pages in relationship to new ventures. I’m covering common questions. To begin with, organic reach is sub 1% for many Facebook Pages. With that acknowledged:

Question: What should I do about my Facebook Page and what is it useful for?

Answer: Your Facebook Page is important for three primary reasons:

1) Credibility after people click on a Facebook Ad campaign. People do research if they are interested. One of the things users do is click on the page of the parent organization after seeing an ad (if they are not familiar).

2) Customer Data - Facebook Insights provides useful data about people that like your page. This is useful for understanding the market side of product-market fit.

3) Product feedback - The only people that will organically engage with your company other than super fans are friends and family. Your Facebook page is a convenient way to connect with this segment for product feedback and beta testing new features/design choices.

Question: How much in time and money should be devoted to a Facebook Page?

Answer: Remember that you are realistically looking at sub 1% reach for your posts without spending behind it. I think quality content that points out differentiation of your organization is important. I don’t believe that a content calendar to post regular content is important at all anymore. If you are going to post regular content, it’s typically more important to focus on Instagram for B2C and Facebook for B2B. There are not many scenarios anymore where regular native content on Facebook Pages justifies the resources.

On the contrary, discussions can have more negative repercussions than positive. The social norms on Facebook have changed dramatically. You’re more likely to have a troll interact with your company than a fan. Facebook tried to cannibalize political discussion from Twitter. It worked and the results are damaging to all brand fan pages indefinitely.

If your Facebook page has high engagement, it’s most likely that you need a customer experience or customer support manager to solve customer problems. Not a typical social content manager.