Guest post by Smirk Intern Allie Carrick

With the new Facebook makeover, users won’t see your updates in their News Feed anymore, unless the user is incredibly active in liking, commenting and posting to the page. Your social media strategy must include convincing users to “Like” your page, but your ongoing focus should be posting interesting, engaging content to keep your posts in users News Feeds.

Tell me what you know.

Your organization specializes in a specific area. Share your knowledge by posting trivia, facts, pictures, ad campaigns, videos about or related to your organization, or info on events and special occasions.
Make your page a one-stop shop.

Your Facebook page should link to your website and any other social media profiles (Twitter, YouTube, Tumblr, Flickr, etc.) you are active on. Your info section should be a well-rounded first impression for people seeing your organization for the first time. Your About Us section should share the essential info about your organization. Include hours of operation, location, and contact info in this section. Visitors to your page should comfortably understand your group when they leave it.

Make it worth my while.

It’s important to update your Facebook page, but only post when you have something interesting to share. Offer incentives for users to be responsive. Be informed of Facebook policy when administering a sweepstakes or contest. Facebook promotional guidelines can be found here.

Start a conversation.

Don’t be afraid of a discussion. The more a user comments on your post, the more visible your page will be in their News Feed. Positively respond to user feelings about certain topics or feedback, even if it’s negative feedback. Reacting confidently to negative feelings can create goodwill for your organization. Also, don’t be afraid to delete inappropriate feedback. It’s your page and the content is your decision.

Set a posting schedule.

Be dependable. If you offer coupons, promotions, or special offers for those that “Like” your page, make an effort to post around the same time daily or weekly. If people know when to expect your posts, they are more likely to return to look for them. Also, try varying your posts. A quick way to lose people is to bombard their screen with excessive, multiple posts.