Understand what Facebook can (and won’t) do.


The powers that be at Facebook understand that consumers are engaged in a decades-long game of hide-and-seek with marketers. And the last thing Facebook wants to see is users leaving their platform because they feel that FB has become “just another advertising medium.”

So, the first thing you need to do is understand Facebook’s guidelines for posting content. These shift and evolve from time to time, but there are 3 main rules to keep in mind:

  1. If it looks, feels or reads like an “ad”, it will never see the light of day on Facebook (unless you buy an ad from them, of course!)
  2. Clickbait headlines might be okay for blogs, but not for Facebook.
  3. If you want your post to actually show up in people’s feeds and be read, make sure the content is timely and relevant.

Unless you follow these (admittedly) high-level suggestions, the chances are very good that Facebook will reject your content.

But, even if you stick with the letter of the law, you still need to make sure you are using FB for what it does best. Why do people spend their time on Facebook? (Hint: It’s not to read ads, or ads in content’s clothing.)

They spent time there because they know they can, for the most part, customize their experience to focus on topics they really care about, and to hear from people they consider friendly if not actual friends.

So … create content that covers topics people really care about, and express it in the voice of a friend. Be sincere and genuine … not pushy. Present your POV in a thoughtful manner, but do not be a concern troll.

Here’s an example. One of the most-read and most-shared content articles on allianztuitioninsurance.com doesn’t mention tuition insurance at all. It’s an article written specifically for parents, pointing out the most common indicators of alcohol abuse on campus. This is content that friends will willingly,gratefully share with their friends and family.

And THAT is what Facebook is all about: Providing just the right content to encourage your target audience to communicate within their own carefully cultivated network.

Coming up on Day 3: To video, or not to video?

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