The Art of Crafting Engaging Facebook Posts

The value of good writing has evolved over time. A long novel, eloquent and lengthy, was once the prized standard for authors. While this is still true in today’s literary world, there is a new kind of business prose and poetry. The art of crafting a Facebook post requires skill, brevity, intelligence, humor, and intuition If you have the ability to craft engaging and concise social media content in 140 characters or less that prompts people to like, follow or share what you have to say, you have a valuable talent that can grow your business. Of course, a good Facebook post also starts with a few fundamental tips in getting started. Are you ready to become a Facebook literary artist?

What makes what you have to say worth reading?

Before you create your Facebook page and invite the masses, do you know what you want to say? If your initial answer is based on the number of customers you have, how many countries you are in, and how many products you sell, you aren’t really answering this question. Chances are most people know what you do but that won’t drive them to your page and “like” it. Instead, think along the lines of these key questions:

  • Why should customers turn to you instead of your competition?
  • What makes your business unique?
  • Who is in the audience you want to reach?
  • What problems can you solve for your audience?
  • What does success in your social media space look like?

 

These answers should shape every facet of your page content. This blueprint needs to be crystal clear to anyone that will be managing the page or posting content to it. Going off-message is a damaging move so map out your game plan first.

Find your voice

What role does your business play? Are you a guidance counselor, a casual friend, or the go-to resourceful mom at the playground? When you identify your personality, you define your voice and, more importantly, you define how you should talk to your target audience. If you are a B2B organization with task-oriented customers, it doesn’t make sense to share stories about your day or post a funny cat video. In the same vein, if you sell diapers and only talk to new moms about the technology of your materials, you miss your chance to connect. Your customers can only hear you if you are speaking in the voice that they are expecting.

Put engagement as your top priority

Whether it’s a simple status update, an announcement, or some content you feel compelled to post, think about your end goal. You should be focused on getting your visitors to “like”, “share” (the threshold is high to prompt this action), or comment on your post, and have a reason to come back to your page tomorrow. If you typically only get a couple thumbs up on your statuses, you need to rethink your strategy.

Look beyond yourself and look to the news

If you get tired of hearing about your own company all the time, what makes you think that your customers want a 24-7 spotlight on you? Look to more interesting content, especially in the news. For example, if you create organic food, the news outlets are a wealth of powerful information that will prove your mission statement for you. When people read news stories, industry statistics, and research reports supporting what you do or what you make, you position yourself as a solution to a problem in front of a captive audience.

Whatever you do with Facebook, don’t post simply to post. Content shouldn’t be driven by the fact you “should” post “something,” but rather on the fact that you have something important to say. That’s what keeps customers coming back for more.

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