Fan pages on social media

This creates a need for skilful management of profiles on the most popular social media platforms. Each of them has its own specific characteristics, and understanding these is key to building awareness of your brand.

However, regardless of whether you’re running a profile on Facebook, Instagram, Twitter or LinkedIn, you need to find the answers to a few questions. What is the purpose of your social media presence? What sort of content should you post to achieve it? How important is brand credibility in the world of social media? How should you manage a crisis on social media? It is precisely this knowledge that will enable you to reach a huge number of customers with your product or service.

What’s worth posting on social media:

• posts from the company blog (the latter is essential for building brand awareness),
• guides, free e-books,
• infographics,
• competitions,
• content created by the company’s customers (reviews, guides, photos, videos, etc.),
• giving a behind-the-scenes look at the company,
• organising events (competitions, open days, etc.).

These are the basic approaches, because, in essence, the only limit is your imagination. Regardless of how you engage with users on your company’s Facebook page (and, of course, on other social media platforms), credibility is of immense value to you. It is thanks to this that you will not only attract new customers but also build a broad audience.

A Facebook or Instagram account is about more than just getting likes. Those are just ‘thumbs up’. What matters most is maximising interaction between the company and its social media community. It should be reliable, responsive and – when necessary – light-hearted. Not to mention the advertising and marketing opportunities offered by popular social media platforms. And that is precisely how one might describe the effective management of a social media fan page.

Case study: an advertising campaign for a company in the supplements sector

Introduction: A company specialising in the sale of supplements designed to enhance the effects of physical activity. As it is new to the market, its main challenges are fierce competition and a lack of brand recognition.

Objective: to reach a large number of potential customers and lay the foundations for brand recognition. The target group in this case is active people (both professional and amateur sportspeople).

Solution: The campaign focuses on audiovisual materials. At the initial stage of building brand awareness, these are the best option. The company produces products that support the effectiveness of physical activity (building muscle mass, recovery, aiding fat burning), so it will be effective to present individual products as suitable for everyone. Regardless of skill level. An ‘amateur’ style of photos and videos (selfies, handheld camera footage, etc.) posted on the fan page should help achieve this.

Case study: creating a Facebook profile for a funeral firm

Introduction: A company based in a large city (with a population of over 100,000) that has been in business for several years, but has only recently established an online presence: a Google Business Profile and a website. It has also decided to set up a Facebook profile. One of the main challenges is the nature of the industry. This, in turn, limits the possible ways in which content can be presented to some extent.

Objective: To reach as many of the city’s residents who use Facebook as possible.

Solution: The profile must meet users’ needs as fully as possible. Above all, the focus is on providing information and engaging with customers. An interesting solution to improve the latter could be a chatbot which – outside working hours – responds on behalf of the company. This helps to streamline the company’s operations.

To avoid the aforementioned limitation on the page’s potential, the fan page should, on the one hand, be run in a serious manner (for example, providing information on funeral allowances, etc.), but it must not shy away from content with a light-hearted (even humorous) tone. The latter significantly increase the reach of posts.