1. Be clear and transparent with your objectives.

What is the purpose of your product or service’s Facebook page? Do you have a clear and concise facebook strategy? While your ultimate goal may be to win business, your Facebook participation should be focused on activities that support sales instead of expecting your Facebook page to make direct sales. Effective social media marketing conveys clear, consistent messaging.

2. Do not attempt to maintain control over your content.

Instead, welcome Facebook user participation in the form of comments, pictures, videos, feedback and reviews. Water tends to seek its own level, and social media is a powerful equalizing force. Although you may encounter a few ‘trolls’ whose only intention is to convey your brand negatively, if you already have a positive force in the marketplace, your brand champions will quickly step in to defend you. People will inevitably take your information and remold it according to their needs, so encourage creativity whenever possible.

3. Dedicate enough staff to be able to listen effectively.

Interacting with your users and forging relationships within your online community takes a significant time investment. It is very important for your Facebook presence manager(s) to be able to articulate your social media marketing objectives and ensure that your facebook strategy evolves in synch with the growth of your online community.

4. You must give to receive.

A successful facebook strategy gives something of value before expecting to receive anything in return. Offer your community something they want because this encourages community interaction. Your users will keep coming back and will spread your message virally as they tell their friends. Also, the goal of your social media marketing should not be to bring users to your website. Keep your Facebook community on Facebook, because users do not like to leave while they are there.

5. Keep it real.

Facebook social media marketing is not an alternative channel for your traditional interrupt marketing programs. Your facebook users expect a social experience, not a platform for sales solicitations. Imagine being at a party where you are discussing your favorite books or sharing pictures of your children and someone interrupts your conversation with a sales pitch. Your facebook strategy should be to provide information that facilitates sales, not make direct sales.

6. Define how you will measure your ROI.

Whether your facebook strategy includes increased product awareness, cost reductions in support staff, better qualified leads, or a combination of all of the above, you must be able to set and measure your goals to determine the effectiveness of your social media marketing programs.

AlterSeekers is a brand promotions agency in New York focusing on promotions consulting and planning, web strategy, social media marketing (including Facebook strategy), go to market strategy, and overall strategic planning. For more information see AlterSeekers.com.

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