For a few years now, Facebook has been considered the world's leading social network. The title is not for nothing, since the platform has more than 2 billion users, with Brazil being the third country with the most registered people (about 130 million). In addition, there are other aggregated tools that have significant numbers, such as Instagram and Whatsapp. Knowing this, it is imperative that a company understands how the network works and how it can be a business opportunity.
Read too: Networks and social media: when to use each term?
On Google, when a company appears it is a sign that people were looking for it. However, on Facebook and Instagram, the business will only appear to users based on their interests. This means that for the public to notice your presence in the digital environment, you need to have something different than just 'posts', since competition for attention in this environment is very high.
First, you need to know that there is no magic formula to get good results. Because it is a social network with countless people and businesses, there are different ways for a company to be affected by the relationship with the user. Among the terms most used to differentiate the results obtained on the social network are: reach, interaction and conversion.
In the case of reach, the result is shown in the most basic way, being reflected in the user's perception. This means that the brand has become known to a new customer, something that is invaluable, even if it does not result in immediate business.
The next is the interaction, which in turn is characterized by the relationship with the user. Whether it's through a share, like or message, there's a clear signal that businesses are engaging their audience.
Last and most important, there is the conversion. At this stage, the deal is finally closed and the customer goes through the loyalty process, thus trusting your company and recommending it to other users.
To reach the public, you first need to know which strategy to adopt
Now that you know the different results that can be obtained on Facebook, one of the most important moments has arrived: the creation of the strategy. Basically, there are two forms of reach, organic and paid.
In the case of organic reach, the process occurs naturally, which means that you just post something and wait for the audience to interact. This type of strategy, although more economical, has some disadvantages. The main one is the fact that Facebook does not deliver content to all of its customers, even if they are following your page. Because of this, in addition to already loyal users, you may also lose interaction with new customers.
Regarding the paid reach, the distribution of content occurs with the help of tools made available by Facebook itself. Through an investment, the social network is responsible for taking your post to a number of users who will possibly be interested. This type of strategy is widely used and encouraged by the social network itself as it is one of the platform's main sources of revenue.
Whatever the strategy adopted, the important thing is to know your audience. This means betting on content that users want to see. Therefore, be sure to try different formats, be it image, video or text. After measuring the results of each type of approach, it is possible to define precisely what your company's mode of operation will be.
Read too: Learn how to use organic traffic to drive hits to your website
Facebook has tools to further optimize your business
In addition to the possibility of paying to improve your reach, Facebook also has other tools to enhance this goal. Among these options is the “boost” button, an action that can be triggered to reach more people quickly.
This solution is more suitable for companies that seek to reach already defined users, whether they are of a certain age group, location, gender or interest. Therefore, it is extremely important to know which audience you want to reach.
Now, if you need even more tools, Facebook has the “Business Manager”. In this case, the solution is more complete, with options that allow greater control over posts. In addition to facilitating the creation of different advertisements, the manager allows them to be shown in places other than the user's timeline, such as in the sidebar, and also allows the precise evaluation of the results of each content.
Therefore, it is clear that tools are not lacking on Facebook. The important thing is to get to know them closely, test approaches and, with that, get to know your audience and reach them.
