» The New Rules of Facebook Engagement

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

Facebook has many moving parts. It may be more accurate to describe being a Facebook user as “being caught in the crossfire.

Facebook is no longer simply a social media platform but a communication eco-system. No longer a place just to meet people, it’s now a sharing and marketing machine.  At every turn, your ‘friends’ are giving concert, movie and restaurant reviews, promoting/recommending almost anything they like, and painfully detailing a frustrating experience from the day.

Sponsored and promoted posts now pepper your News Feed, and ads now take up your precious computer screen real estate. At the same time, our minds race with infinite thoughts, competing for our primary attention in real time. Whether it’s good news, bad news, humor, recommendations, or our innermost thoughts and feelings, Facebook is a powerful magnet for expression.

The New Rules of Facebook EngagementIt’s becoming more and more important to understand the new rules of Facebook engagement. If you want to be noticed on Facebook or want to use it to drive business, you’ll need to follow these rules.

Use the “Who Cares?” test

As a general rule for status updates on Facebook, ask yourself, “Who would really care about what I’m about to post?” I often see many businesses or business owners posting this sort of status update:

“Thanks to Patty Harrison for choosing me as her engagement shoot photographer! I’m so excited to shoot your session on Monday!!!”

To most of us who might read that post, it’s name-dropping, spam, or both. The better action is to thank Patty directly with a handwritten card, a voicemail or a private Facebook message. It’s a personal, one-to-one communication, showing appreciation – not a general announcement. Using the “Who Cares?” test before you post will save you from adding more white noise to the mix.

Check your sharing settings

You have the option to share with Friends, the Public (that means EVERYONE on Facebook), or an assortment of other options (including Close Friends – those you have designated with a Gold Star). Being more selective about whom you share what with will help you be more relevant.

Consider paid options

When you log onto Facebook, there’s typically an accumulation of messages waiting to overwhelm your News Feed. Facebook tries to help you (tongue-in-cheek) with algorithms and filters that severely cut back the number of messages that show up on your News Feed. Looking at it from the standpoint of posting an update, only 6-7% of your friends/followers will get your message in their News Feed. That doesn’t even necessarily mean they read it – just that they had the opportunity to see it while scrolling.

If you want more readers, you have the option to pay for your post to be seen by more people. You can promote your post on your personal page for a flat rate, or boost your post on your business page using cost per click (CPC) billing.

Comment more than you Like

There is a vast chasm of sentiments between a Like and a written comment.Likes quickly become anonymous as they accumulate, so writing a comment will stand out more if you’re trying to get your message noticed.

Don’t be cryptic

If you are not going to explain your personal ‘bump in the road,’ then don’t post it. If you don’t care to explain it publicly, don’t even hint at it in an update. Some things are best kept private – or just shared with that Close Friends setting.

Those are my tips for using Facebook professionally in today’s marketplace – do you have any to add?

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