Facebook means structure and a plan

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Facebook means structure and a plan

Facebook is demanding when you assign a business role to it. It then goes beyond the common knowledge of merely searching for smart pictures – posting them and inviting comments. In our experience, Facebook for business actually requires a structure and a plan. What do we mean by this? Let us try and look at it in two ways – a structure could well be examining all aspects of the brand and finding those that lend themselves well to Facebook (you know Facebook is primarily a picture –driven medium). For example – products, new pack introductions, elements on a pack around which one can create brand stories, a packaging innovation and so on… Basically use the pack and the associated pictures to trigger conversations. We have posted Facebook stories explaining even the reasons for choosing a particular color palette for a family of packaging designs. A second way is to mentally and periodically draw up a well thought composition of visual posts, videos, articles that could be shared, info graphics, polls and more. Next comes a plan. One that clearly articulates what role we have assigned to the Facebook medium – is it to update brand information, create attention for a launch, liquidate old stocks, create anticipation or expectations, cover an event or launch a consumer promotion contest? Into this larger articulation actually create an Excel, which categorizes by date, type of post, shareable information and so on –all with a calendar, frequency and timing.

Facebook with a structure and a plan is more about detail, brand understanding, alignment with overall communication efforts and allowing it to blossom as a medium that can connect and engage. Facebook pundits will of course talk about attributes like applause (number of likes), engagement (comments) and amplification (number of shares). You can do all this and work towards it only if you understand both branding and Facebook. End of the day Facebook is the medium and the right handling can convert the medium into your brand message!