Domain7

A slice of Facebook strategy

There’s a reason you don’t serve guests leftover pizza. When reheated in the microwave, the crust is soggy and the tomato sauce is lava, while the pineapples feel like they’re still in the refrigerator. Conversely, everyone loves pizza fresh from your oven or even from the local pizza shop. The same goes for your social media strategy. People don’t want to see the same rehashed content again and again. They want to feel special.

Crafting a Facebook status update is different from a Tweet—it’s meant to spur conversation rather than simply make a statement. When you recycle your one-sided Tweet on Facebook, people can spot your leftover pizza right away.

Here at Domain7 we’ve made a conscious decision to bake content for each social media platform individually, and because we know it’s where EVERYONE hangs out, we give special attention to Facebook. While we may serve the same information on all our channels, it’s intentionally prepared in a way that suits each setting.

Admittedly, this is a recent change for us. I’ve only been brought into the kitchen here at Domain7 in the last couple months, and since I have been entrusted with the keys to our Facebook Insights, our average number of ‘People Reached’ increased by about 200% per post—just by being intentional about the platform and turning off the RSS Feeders.

While managing your social media channels is a very important task, the person best-suited for the role could be your junior employees, because they’ve been raised on the stuff, and already know what works and doesn’t.

Why don’t you try it yourself?

Start with photos—just fun photos from around your workspace or recent events, and toss in a few new projects or products you’re proud of. They’re unobtrusive, and allow your fans to get back to their regular Facebook creeping.

This engagement with your followers or “likes” is extremely valuable. If your social media strategy is executed correctly, your fans will be engaged with interesting, original content, which leads to brand loyalty. When it comes time to release intentional action-spurring messaging, you already have a faithful audience, ready to act.

That’s a delicious leap in engagement, with minimal effort.

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