Sourcing content is only half the battle. Once you have the right content, you must consider who posts and when, and who responds to feedback from fans and customers.
Your business needs a stylebook and chain of command to impose consistency on your Facebook page.
Take a local newspaper – it’s not produced by accident, a team of backroom staff checks spellings, deal with correspondence from readers and makes sure the output matches the editor’s style and format.
A busy social networking site needs the same back office organisation.
Your back office team needs to handle some inward facing task as well as dealing with your content and fans.
A key task is managing and monitoring metrics. Facebook has some built in analytics with Insight, but you also need to link your Facebook activity with online sales and web site traffic.
The problem is this data is spread over several applications that are more than likely managed by different members of your team.
Establish a web metrics routine early on that sets out what metrics team members need, who collates the data and who sees the end result.
It’s no good if your web team are the custodians of analytics data when your marketing team needs the information as well.
Analysing and reviewing results
After your social media presence has run for a period of time, you’ll have a rich set of data that should tell you what you need to know about your Facebook campaign.
Success may be an absolute goal such as signing up 2,500 Facebook fans within a set period or reaching an additional 5,000 unique visitors for a website during a month. Progress against these goals will need to be judged based on all the relevant data.
The important point is the goals must be measurable. You must benchmark a starting point, set a goal and measure how your Facebook activity is progressing towards achieving the objective.