A Facebook company account provides many benefits to entrepreneurs. One advantage that has been gaining prominence recently is the ability to build relationships with customers. Through the social platform, it is easy to connect with customers or followers (fans) of the brand through appropriate moderation and by publishing engaging content. A moderator is a person responsible for the profile's communication. Their main task is to respond to queries about the offer or the business that arise in comments and private messages. Users wishing to ascertain the quality of a service or the use of a product often post their concerns on Facebook. Leaving their messages/comments unanswered increases the risk of them ultimately abandoning a potential purchase. Response time is also crucial in the case of publicly visible unfavourable comments. It is said that time is money, and, in the case of social media, this is indeed the case. The moderator should ensure that the person interested in making a purchase or reporting issues, e.g. with delivery, receives reliable feedback quickly and has the best feeling about the brand.

Another issue that is also important in the process of building relationships with customers is publishing content that engages the audience. Facebook is used by people all over the world, of all ages, interests and needs, and only some of them will be interested in your offer. The challenge is to grab the attention of potential customers with the right messaging. The question is: how to do it? Firstly, accurately define the customer profile and specify the target group of the messaging. Secondly, establish what type of content fits into your target's area of interest. Thirdly, make the content attractive. Are these time-consuming activities? Yes. Do they require specialised knowledge and skills? Yes.

When deciding to run your company profile yourself, you should know that without experience and believing in the effectiveness of the trial-and-error method, you are bound to lose some time and money, and, in the worst-case scenario, your company's image will suffer. Unfortunately, numerous cases confirm this is often the price of acting independently. Acquiring expertise costs money, and attempts to save on marketing expenses sometimes fail. It is, therefore, much better and more cost-effective to entrust a company's fan page to the care of a marketing agency. For example, at Sky&Sand, we work as a team when handling social media, so that the profiles we run stand out from the competition in terms of consistency, quality and creativity. In line with holistic marketing, we form a close-knit team of specialists who complement each other in their competencies. If you feel apprehensive because "too many cooks spoil the broth", we assure you that your profile is managed by just one experienced social media specialist, who consults with you on all activities and coordinates the work of other team members.

A well-planned content is the key to success

When managing a Facebook fanpage, a plan is extremely important. Activities conducted on the platform should be consistent with the premises of the company's communication strategy so that activity on the channel fits in with building the brand's identity. Moreover, when creating social media posts, it is worth ensuring that the publications are diverse, tailored to the target group's interests, and appear systematically, e.g. every 2-3 days. Content focused solely on promoting your company's products/services will quickly discourage brand relationship-seeking audiences. Social media users prefer to follow sites where something is happening on a regular basis and particularly appreciate brands that implement Real-Time Marketing (we'll cover this in a separate post). Therefore, when preparing a schedule of posts for Facebook or Instagram, it's a good idea to ensure that the messages are varied, considering the company's sales and image objectives. Activity should also be regular - users who come across your company's post once are unlikely to become fans of the brand immediately, so it's worth reminding them of your presence at short intervals.

Building brand awareness on Facebook is a staggered process. If you dream of creating an attractive company fan page, you should arm yourself with patience, an imaginative graphic designer, a creative copywriter and a knowledgeable moderator. At Sky&Sand, all these functions are combined in the position of the social media specialist, who keeps their finger on the pulse and controls everything that happens on your site, from planning publications (in cooperation with a professional graphic designer), responding to comments, interacting with users in a friendly tone, analysing competitor activity, to recommending specific actions. Those who try to run a company's Facebook page on their own often limit their publication plan to a few monthly posts due to a lack of time, creative energy or photo/video content. They are treating the channel lightly, forgoing the vast profits it could bring. 

Ready, aim, fire! Facebook Ads 

Facebook is an extremely attractive communication channel for brand owners. A company account allows you to present your products/services interestingly and, most importantly, reach a wider audience with your offer. Facebook's algorithms can work wonders. Did you know that the system can display adverts only to users whose activity indicates that they would be interested in making a purchase? The Facebook Ads system reveals a wealth of options for promoting your own business. Marketing agencies have the expertise and tools to create the best target groups and effectively optimise campaigns. Would you like to promote your store on Facebook? Or do you care about regularly gaining fans? Specify your goal and let us know, and we'll handle everything and develop a social media strategy for your business together.