How to Evaluate Your Facebook Page
Facebook Page Checklist:
- “About” section: is your website URL the first thing listed?
- Additional “About” section: Are you providing links to your company’s other social channels, like your Twitter account and blog?
- Cover photo: is it well-designed and does it meet Facebook’s Guidelines?
- Cover photo description: when someone clicks on your cover photo, do you have a photo description with information, a call to action, or links?
- Profile photo: does it clearly reflect your brand?
- App thumbnails: are the three most important apps featured as “favorite” apps, and do the app thumbnails include a call to action or have a promising label?
- “Talking about this number”: Divide your “Talking about this number” by your Page’s total number of Likes. This will calculate your Page’s engagement from the past seven days. Average Page engagement is two percent. If you’re below two percent, your content strategy needs to be adjusted.
- Content strategy:
- What type of content is your business sharing?
- Are you using a photo or another type of media to accompany each status update?
- Are you sharing valuable, relevant information with your fans?
- Are you implementing the 70/20/10 rule?
- Does your content speak directly to your target audience?
- Exclusive content: What are you offering your Facebook fans that they can’t get anywhere else? A free eBook? Exclusive industry advice and tips? Frequently updated entertaining content?
- Branding: What does your brand say about the users who like your Page? Remember: people Like a Facebook Page not because they like a particular product or service, they do it because what they Like says something about their own identity.
- Commenting: Are you engaging back with your Facebook fans? You should be Liking their comments and responding to all their questions.
- Industry opportunities: What opportunities does your industry present; meaning, what type of industry-relevant content should you share on your Facebook Page? For an example of what we mean, we evaluated Kevin Bhookun’s Photography Page to see what opportunities he has as a photographer on Facebook.
How to Determine Your Industry’s Opportunities:
There are four questions to answer to determine what type of content opportunites your industry presents.
- Who is your target market? Try to segment your market based on interests.
- What does your target market like, want or need? The content you share should address these things.
- What can your brand or company offer?
- What do you want your Facebook Page to do for you?
Kevin Bhookun is in the photography industry. His industry allows him to showcase his photography portfolio and other creative works. His target market is segmented into the following:
- People who appreciate photography
- Potential clients
- Models looking for job opportunities
After answering the four above questions that relate to his industry, he will be able to determine the type of content to share on his Facebook Page that will yield the best engagement.
For Kevin, some great content to share would be things like tips on best makeup for flash photography, advice on what to wear for headshots, and tips on how to prepare for a photoshoot.
To further engage his current fans– and earn more new fans– he could also run a Facebook contest that integrates photography. For instance, an Instagram contest that asks users to submit their photos for a chance to win a photo package from Kevin would be a great way to engage users and encourage more Page Likes.