Inside Facebook editor Justin Lafferty recently conducted an interview with Media Shower, talking about the history of Inside Facebook, the state of Facebook marketing and how page admins can adjust their mindsets for success.
Here’s an excerpt from that interview. The full interview is here.
Hey, Justin. Can you tell us the story behind Inside Facebook? When and why was the site started?
The site was started a few years before I joined. In 2006, Justin Smith saw Facebook as a platform to track and cover in the future, though it was roughly two years old. Read the first story here.
What tips can you offer small- to medium-sized business owners and bloggers on making sure their content is being viewed by fans on Facebook?
Don’t rely only on Facebook. Facebook should be a tool they use to gain exposure, engage with fans and grow brand recognition. If you’re only on Facebook and trying to make money…odds are, you’ll be disappointed with reach. Take a holistic approach and become active on Facebook, Twitter, Google+, LinkedIn, Instagram – whatever makes the most sense for your individual fanbase or consumer base.
What are some best practices that content creators should be considering when sharing content on Facebook? How do they ensure that they’re posts are not only seen, but also shared and discussed?
Make it relevant and timely to your audience. That will change with each and every business. A bank and a coffee shop might have the same amount of fans and get the same amount of organic or paid reach…but the tactics they use to reach those customers will be (or should be!) wildly different.
Do A/B testing and see what kinds of posts fans react with (and share) more often. The page analytics can be a very useful tool if you don’t get caught up in the day-to-day fluctuations of reach.
What are the most common mistakes you see business owners/bloggers making on Facebook?
Only relying on Facebook or getting mad when Facebook isn’t a magic box that produces leads and engagement. Small business owners can sometimes be behind the curve and market on the site with tactics that were useful a year or two ago – but Facebook is constantly growing and changing. That’s the biggest thing to understand.
What do you think are some undervalued or overlooked features of Facebook that business owners should pay attention to for marketing?
The targeting features within ads. You don’t have to be a Coke or a Starbucks to be an advertising superstar. If you’ve got great content/features/deals, you can use Facebook ads to target the people who are most likely to convert.