Leveraging Facebook Page:

Facebook has been in the integral part of the digital marketing tactic around since long; still one wonders how good some companies exploit the platform while some other could not. It's one of the best platforms to engage with the customers and get critical insights on consumer behavior in very fragmented market.

Facebook offers host of the services marketers can exploit to their benefits, however in this post I wish to explore Facebook page, which could be the first step in your social media campaign.

Do's & Don'ts on Facebook page:

Set the Objective:

One needs to set the clear objective for the Facebook page, which will have huge bearing on the contents or the kind of engagement one can expect from it.

Mange the content:

Updating relevant content is the key in social media. When I say relevant, companies should focus on their products or services over anything else. There should be judicious mix of text, images, and videos. The frequency should be managed properly to avoid clutter.

Updating & Responding:

One needs to set up clear process for regularly updating the content and at the same time responding to the comments, complaints, or queries of the customers on regular basis.

Don't ever forget - it’s all about engagement

It happened with me, when, I failed to receive proper response from CRM system of one of the leading  water purifier selling company, I tried to voice my concern on Facebook and to my surprise, I found that the company had deactivated customer comment's on their Facebook page.

Well, I think it's like a first degree crime, if you don't let your customers engage if you are on social media.

Address complaints ASAP:

It's also been seen as a very powerful tool for customers to voice their complaint on social media. The motivation to register complaints on Facebook page may be to get attention of large audience & quick solution.

If you visit the Facebook page across businesses, one can see complaints makes out considerable percentage of customer engagement. Well, in such situation, companies need to respond quickly, judiciously, which could convert customers into loyal customers and minimize the damage.

Integrate:

Integration is the key to success in digital age, one can leverage various platforms in integration with each other to optimise ROI on digital campaigns

Monitor to Act:

The team which manage the Facebook engagements needs to be on the toe to monitor the different levels of engagement, quality of engagement and work in continuous basis to improve the customer experience though this space.