The Road to Absolute Perfection by Bill Valway
by Bill Valway
August 5th, 2015

Facebooking for Business

The world of business as we know it has taken a turn to social media, and for good reason—that’s where audiences can be found.  More specifically, “Facebooking” has become part of our everyday life as both consumers and business owners.

Because of Facebook’s popularity among people of all ages, it makes for a great marketing and advertising platform. There are amazing advertising features that make it easy to put your business in front of your target audience, such as audience targeting, performance tracking and detailed reporting.

However, the nature of Facebook has recently changed, and if there isn’t a strategy behind your posting, the site could fall short of your advertising expectations and become a waste of time.

News feeds are a competitive place, so it’s important to make sure you’re getting the most of your posting. My online marketing team at AP Media spent some time constructing a strategy for us, and I’d like to let you in on a few tips.

Engage Your Audience

First of all, it’s all about engagement. Facebook will show you the engagement you’re generating on your posts in the “Insights” tab of your company page. From here, you can see the performance rates of all your posts, including post reach, clicks, likes, comments and shares.


The Insights snapshot, available for free to all Facebook business pages.

Focus on engaging with your audience rather than posting just to post. Ask questions, use humor (when appropriate) and remember who your audience and what they would like to see from your business.

The Facebook Engagement Hierarchy

Knowing what kind of engagement has the most value is an important part of putting together a strategy. Shares hold the biggest value because shares deliver your post to a whole new set of eyeballs. That is, a share spreads your post to the entire network of the sharer.

FB hierarchy

The Facebook engagement hierarchy

Comments are the next best thing because they provide you and your followers the opportunity to converse and engage with each other, much like bringing an audience member up on stage at a show. Make the most of replying to comments—focus on writing replies that will continue the conversation.

Likes and clicks help your post’s “reach.” Reach is the number of news feeds your post is delivered to. In the eyes of Facebook, posts that are “liked” or engaged with are worth delivering to a bigger audience; therefore, likes and clicks expand your reach, putting more eyes on your post and brand.

Text, Image & Video Content

Switch up the kinds of content you’re posting. Use pictures and video to increase engagement. Pictures are great for illustrating the text of your post, but video is even better. Video is a big deal on social media right now.

Ever since Facebook introduced the auto play feature, video marketing on Facebook grew to new, unparalleled heights. As the most engaging form of content, video has an unsurpassed ability to engage an audience.

Promotional Posts

As businesses with products and services to offer, it can be a challenge to be anything but promotional. But the fact of the matter is that unless you’re going to put money behind your promotional posting, chances are it’s not being delivered to news feeds.

Facebook’s algorithm hides promotional content and may even go as far as penalizing companies that consistently post promotional content. That’s where paid Facebook ads come into play. Engagement from paid ads can be worth the investment—I know that from firsthand experience. There are quite a few types of Facebook ads that can benefit your promotions in different ways, and it’s important to get to know them and utilize the ad types that will bring about the highest return.


You’ll want to sponsor your posts that come across as promotional, or it could work against you.

When you aren’t running ads for your promotions, just try to stay away from promotional phrases like “click here”, “shop now,” or “free trial” on regular, unpaid posts. Every once in a while, unpaid promotional posts are okay, but they should never be the focus of your strategy. Just remember that people want to see more stories from friends and pages they like, and less promotional content.

If you have any questions about your Facebook strategy, please comment below.

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  1. Nice article Bill with some great points. I agree that Facebook is where it is at from an online marketing perspective in 2015. I would say that hyper-targeted Facebook dark posts represent the single best Dollar for Dollar marketing spend available right now.

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