How & Why to Use Facebook
Facebook reported nearly 1.7 billion active daily users at the end of 2019. Facebook has been around for 16 years and yet it continues to bring millions and billions of people to its platform every month. The demographic on Facebook does vary, but you’ll continue to find men and women ages 18 – 65 on the platform every day.
The platform itself continues to evolve. With more than 60 million active business pages, users aren’t just connecting with friends and family anymore. They’re connecting with businesses and brands. Most likely your agency already has a Facebook Businesses Page. If you don’t, here’s your first step: set one up.
Once you’ve got it set up, make sure you take the time to get a profile photo and banner image up that represent the energy and opportunity that your agency brings. Make sure your contact information is accurate and you fill out the ‘about’ section. These are small details but make a huge difference when recruiting.
After you get all the page logistics set up, make a plan and assign someone on your staff to maintain the pages. We highly recommend that you select a team member that is a digital native—someone born and raised with the Internet. You want someone that knows the platform and can relate personally to the demographic on that platform.
Maintenance on Facebook looks like posting daily, responding to comments and DMs (direct messages), connecting with users and pages by inviting them to like your page, running/checking on boosted posts or ads and updating any information as your business sees fit. Due to Facebook’s algorithms, your company’s posts will perform better when you’re consistently posting and engaging with people.
If you create a page and let it sit for days or weeks at a time, chances are it won’t perform well, meaning people won’t see it or find it as easily in their own feed.
In the 2019 Home Care Benchmarking Study, as shown below, most agencies are posting weekly on their social channels. We’d recommend you increase posting to daily rather than just weekly. As mentioned, these platforms are algorithmic, and your performance and success are based off your engagement.