A lot of businesses will set up a Facebook Page but then don’t really know what sort of content to post on it. Here are some suggestions about what (and what not) to publish as well as how often you should be adding updates.
One of the biggest mistakes you can make is to use your Facebook Page as yet another place to publish self-promotional material. You’ve got to remember that Facebook is a social media platform and is therefore all about interaction and engagement, not advertising (if you want to advertise on Facebook use Facebook Adverts). You need to use your Wall to build a sense of community with your fans and provide a place where they can interact with you and vice versa.
The more interesting and engaging your updates are, and the more comments and interaction you get, the more Facebook will show them, so the quality of your updates is very important.
So what sort of updates fit the bill?
A lot of fans will have “Liked” your page in order to take advantage of promotional offers, and these are the sorts of posts that often get shared with their friends, so take advantage of this by creating special offers for your fans and posting them on your Page.
Content that relates to Facebook itself is also usually really popular with those who use it, so consider posting comments, questions or information about the social media portal itself as it relates to your business or industry.
You can also take advantage of popular topics in general and create content, questions, etc that relate to these to post on your Facebook Page. For example, these can be about popular TV shows that everyone is currently talking about, celebrities or news items.
Once you know what to post about, how often should you be adding updates?
Dan Zarrella at Hubspot found that people don’t want to be swamped with messages all the time and the optimum seemed to be to post approximately every other day. That way you’re not overwhelming them with updates but you’re still keeping in contact regularly. Interestingly he also found that posting in the mornings and on the weekends was best in terms of engagement, as this is when most people tend to be on Facebook.
Ultimately, if you remember that Facebook is about interaction and community you won’t go too far wrong. If you’re an avid Facebook user yourself then think about what you like and what irritates you when you’re looking at your own Newsfeed and bear this in mind when posting content on your business’s Facebook Page.