I must be out of my mind, attempting a topic like this, when social media marketing has been covered extensively in some very excellent blogs by professionals whom I follow every week.
Why use Facebook for my marketing?
I can sum Facebook marketing up in three words, one word repeated actually.
Engagement, engagement, engagement.
What this means is that in order for your posts to be seen by as many people as possible, its Organic Reach, then you have to act in the fashion that the Facebook algorithms are designed for. Simply, ENGAGEMENT!
At the bottom of every post in your timeline, you will see three options, and we are all familiar with them. But, lets look at them and their meaning.
Why does Liking, Commenting and Sharing matter?
Most people don't realize you can in essence help train your Facebook newsfeed to show you the content that you WANT to see. That is a simplified statement since there are dozens of factors at play.
But by using those buttons, you can give hints to the algorithms on what to post to your newsfeed.
This, at its simplest, is one of the 3 pillars of Facebook's original ranking system called EdgeRank.
Every time you Like, Comment or Share a post in your newsfeed, you are essentially training it to filter posts based on your interests. You are telling it that this post, or person or subject is important to you, and to please let you see more.
Kinda like training a dog - or cat, maybe?
So, what happens when someone else likes, comments or shares on a post in your fan page newsfeed? Well, it tells you and the Facebook algorithm that these people, your fans, are interested in your posts, and want to see more like them.
In this way, you can fine tune your message to your audience.
These actions can have an amazing impact on the results. Knowing this can allow you to implement a strategy in your posts that will maximize your reach for your efforts.
All that said, posting high quality content is the most important thing you can do to enhance engagement and reach. People are not likely to be inspired to engage with your posts if they are not appealing to them.
How do I get active engagement on my posts?
I am going to reference a professional by the name of Pat Flynn. He runs an amazing blog, covering such diverse topics as Search Engine Optimization, Content Management, Digital Marketing, and Social Media.
His blog is very technical at times, well beyond the needs and capabilities of most of my intended audience. Here, I am going to summarize his thoughts, incorporating other professional advice, as well as my own observations. In case you are interested, here is a link to his blog.
Now, my easy summary of the best advice on using a Facebook Fan Page for your Arts Practice.
Who and what are Influencers and how can they help my reach?
Likewise, networks and websites like the Artist Directory take on a role of Influencer. They contribute to the relevance and authority of both your Facebook posts and your website.
Create a Facebook Page, and take control of your own Arts Practice Social Media Marketing!
Take an active role in engaging your fans by creating a dialogue with them. Participate in posts about you and your work by Liking, Commenting and Sharing. It only takes a moment.
Watch this Blog space for more on social media advice and for other topics related to your arts practice.
Please feel free to share this Blog among anyone you feel would benefit from it. Don't forget to like it on Facebook!