Facebook started off as a mere social media site in February 2004 and was founded in Massachusetts, United States. Very soon, it became a global phenomenon and is now known as one of the most popular social media sites of all time, catapulting its creator, Mark Zuckerberg, to the top of the business ladder, making him one of the richest people in California.

Recently, businesses and corporate enterprises have discovered the merit of using Facebook and have made it an integral part of their social media strategy. Many companies are choosing to promote their products or services in the form of social campaigns which they conduct on Facebook.

As an avid user of the site myself, I’ve been putting up content on Facebook in the form of text-based posts, text-and-image posts, only-image-based posts and other variations of these. Monitoring my usage over a period of around 6-8 months helped me come up with some observations on how one can make social media posts and content for Facebook more effective and impactful. These obviously, will have to be customized to your business’ social media needs depending on what kind of products, services or events you’d like to publicize on social media.

  • Identify your Audience

Before anything else, identify your target audience first. If you don’t identify your audience, you won’t know who you have to market to. Going by the same notion, if you don’t know whom to market to, you won’t know how to market either.

  • Opinions, Anybody?

Once you’ve identified your target audience, send out polls to obtain their opinion on certain questions you may have. Nothing is better than getting information directly from the horse’s mouth and opinion polls on Facebook are absolutely free-free-free!

*However, certain premium features such as disabling ads from the polls and hiding results from other respondents come at a cost.

  • Use a Calendar

Your target audience likes it when they feel that your brand listens to them. When you reply to queries posted as comments on social media posts, they’ll automatically be prompted to discuss things further with you because they know that you are responsive. When special events and holidays are round the corner, mention them in your posts. Or better yet, post special festival/event-themed posts, for example, a red-and-green-themed post like the one here for Christmas:


Planning and scheduling posts around important dates – such as Diwali, Holi, Christmas, Valentine’s Day, Black Friday, etc. – means that you’ll be more likely to get your target audience talking and engaging with you in preparation for those days. Better yet – if your product or service is such which can be promoted during the festival time (such as apparel or jewellery), leverage the festive season to drive sales and customer engagement.

  • Keep it Simple, Shorty

Keep content on Facebook simple and short. Use words which the general population will understand. If people don’t understand what you’ve written, they won’t click through to your site from the social media post. So don’t forget to keep it simple, shorty.

  • A Picture speaks a Thousand Words

Take advantage of photography by talented individuals and use big beautiful images in your social posts. The less the content in your post and the more the imagery instead, the better the overall look and feel of the post will be. Sometimes, all you need is a great self-explanatory image along with one simple tagline to hit the marketing-nail in the head.

  • Facebook Ads

Facebook Ads are mostly to be paid for but provide great traction because they pop up on your prospect’s screen very frequently. If you put up engaging content/imagery in your ad piece, this will help increase the rate of clicks to your website. If you have existing customers or longstanding loyal customers, use Facebook Ads to attract them to your brand and inform them of any new deals or events which have the potential to reward their participation in some way.

  • Link it to your Website

All your social media posts should be linked to your company website. The main objective of these social media posts is to attract prospective customers, get them interested in your products or services, give them the information they need and motivate them to buy your stuff. For this, they need information from your company website – and this need for information and mental stimulation defines why social media posts should be linked to your company website.

Facebook is a wonderful medium on which one can conduct a social media campaign as it is one of the few social media sites which has a global reach and on which more than 1/7th of the world population is currently connected to each other. Facebook marketing increases the exposure of your brand to many, many potential customers and helps generate leads based solely on the popularity of the website. Additionally, marketers can gain access a plethora of insights on the response to their marketing efforts conducted on Facebook.

So what are you waiting for? If you have a product, service, business, hobby or talent you’d like to market, Facebook can help catapult your brand to the kind of attention and popularity it rightly deserves. Get to Facebooking today!

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Posted by Karishma Kashikar

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