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4 Ways to Prepare a Facebook Content Plan for 2013

We all know that content be it branded or user-generated is what fuels social channels. Without comments, shares, and retweets, a great social platform is like a slick porsche with flat tires. Content is now the asset of any business, it’s how you make people talk about your brand and how search engines will reflect those sentiments.

I recently had an interesting conversation with PayrollHero's Stephen Jagger, I asked him if there's a person managing their social media pages and if they have a content plan.

His answer? "How do you know we don't have a content plan?"

My answer: "Because you're treating Facebook like Twitter."

Here are 4 aspects of Facebook content planning:

1.) Share Branded Content

If you know your business then you know your customers. So how do you entice more people and turn them into instant fans? While you have your own Facebook page and the URL, it doesn't mean that you own the wall or you have to talk about yourself and your products.

People like your page because they love your brand and feel that they can share every content you feed them. One of the best examples of shareable branded content is McDonald's motivational posters. Fans can easily relate to these posters and will be able to share on their network.


2.) Leverage on Emotions

People become fans because of a reason - brand love. Fans aren't liking a brand's fan page just for the sake of receiving updates. If such is the case then something is missing from that fan page, and that my friends is called user engagement. Effective user engagement is how you make your brand or company connect with fans on a personal level.

Remember that your fans own your brand and they own your fan page wall. People don't want to talk to a salesman, they want to have a real conversation. Your content plan shouldn't be all about advertising, it should be about promoting meaningful conversations. User-generated content is what fuels fan pages.

 3.) Passionate Storytelling

Facebook paved the way for brands to think like publishers and shun the idea of hardselling. As the Timeline format rolled out early this year, it enabled brands to include company milestones and product highlights to share their history to their fans. The great thing about some brands like Coca-Cola and Starbucks is that they make their fans feel that they're part of their brand history. Coca-Cola has even released a video called "Content 2020" that promotes content excellence through brand storytelling.


4.) Think Mobile

Want to engage with potential customers on mobile? Stick to the old reliable, while you have a great mobile landing page it's a must that your social media thumbnails appear on the mobile page as well. With this in mind, it will create a seamless mobile experience for visitors and before you know it your mobile strategy just turned a mere visitor into a customer. Always keep in mind that your mobile presence is a crucial tool to entice a user to purchase your product. How does mobile tie into a Facebook content plan? People are accessing the Web using their mobile gadgets. If your fan page is good enough then better check how you can improve your mobile landing page.

Join The Conversation

  • Romona Foster's picture
    Jan 3 Posted 4 years ago Romona Foster

    Excellent, Mac! 

  • Ross Simmonds's picture
    Dec 29 Posted 4 years ago Ross Simmonds

    Great post Mac. The most important factor for marketing success on Facebook moving forward is going to be brands ability to tell a consistent, cohesive story. The video from Coca-Cola is a great example of where brands large and small need to take their thinking as we are living in a world cluttered with messages and consumers are demanding that businesses cut through the noise. The only way we can cut through the noise is through a story worth telling and ultimately, worth sharing.

  • ShaneGibsonAuthor's picture
    Dec 29 Posted 4 years ago ShaneGibsonAuthor

    I wrote a book with Stephen on social media called "Sociable!" It was one of the first books on social media marketing that hit the market in 2010. Our entire message is get sociable (use the internet to meet people and build real relationships), tell your brandstory and most of all connect don't pitch. I'm connected to Stephen personally on Facebook and also follow Payroll Hero's Facebook page. He's not using them like Twitter in fact many of his clients and business connections he has made have come through Facebook connections... the proof is in the revenues and the relationships. I have learned a lot from him in regards to best practices in social media.

    My question is why criticize Stephen in your post? There's no real context with the rest of the post?

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