How to Keep Your Business’s Facebook Page on Message

You have to maintain a common message, or theme, throughout all your business’s Facebook Page updates to ensure that you always accomplish the goals you set out for yourself in your Facebook marketing plan, whether they’re brand awareness or increasing sales, or both.

Make sure you use the appropriate voice and tone based on your audience and content type. For example, if you’re posting quick tips or human interest stories, you may want to use a more conversational tone. However, if you’re offering more technical or research-driven content for a B2B (business to business) audience, a more serious, almost clinical tone may be more appropriate.

Here are some questions you need to ask when you try to determine whether your content is on message and matters to your audience:

• Does the content address your audience's questions, concerns, or needs?

• Does it inspire or entertain your intended audience?

• Does it help users complete a specific task?

• Will it help influence a decision?

• Does it motivate the user in some way?

• Does it bring your brand to life or add a positive spin in some way?

• Does it help build the trust you’ve entered into with your fan?

Publish content based on what the reader needs or wants, not just content about the company. If you own an antiques business, you don’t want to always publish content about sales your company is having or how you got in a new shipment that your fans should stop by and check out. Make a point to include links to articles and blog posts about, say, caring for antique furniture or how to keep antique copper items from tarnishing.