Google has been incorporating social signals into its search ranking algorithm for quite some time now. Obviously, nobody outside of Google knows exactly how much weight these signals have in the overall algorithm, but the simple fact is that these signals are being seen by Google and so a well-liked Facebook page does, in fact, positively impact your website’s search results to a certain, unknown, and (probably) highly variable degree. It is debatable whether a social media presence is essential to the survival of a modern business, but the facts seem to point to such eventually becoming the case. As such, if you already have a Facebook presence, now is the time to consider how to make it a robust part of your brand message without alienating those within your reach.
Engage Your Industry
Some companies believe that their Facebook page is a place for them to broadcast their latest deals and to try to get people to buy, buy, buy. While there is nothing wrong with having Facebook specials to encourage people to like your page, there needs to be a reason that someone would check in with you other than this bribery if you want to take your Facebook page to the next level. Show potential customers that you keep up-to-date in your industry by sharing content from industry publications. Don’t just post it up, though: Add a few sentences which explain your thoughts on the matter. This not only shows your company as “in-the-know” to your customers, but it also increases your presence within your industry. Shares don’t go unnoticed by any company, and so your participation could help you with future opportunities.
Try Not Selling
Engaging your industry is one way to do this, but there are many other ways to use a company page on Facebook that involves little to no attempts at sales language. The truth of the matter is that, so far, hard sales techniques haven’t really found their place on Facebook. Even paid ads on Facebook are not getting a whole lot of response in this aspect, as few people are looking to buy something while they are on the site. The natural response to this, then, is to not use sales language in your posts. Rather, consider your audience, and consider what they might want to hear from a company in your industry. If you think of your Facebook page as a branding tool rather than an advertising channel, this will help immensely.