Social Media Commerce: Post On Facebook and Twitter - dummies

Social Media Commerce: Post On Facebook and Twitter

By Marsha Collier

Part of building a community on social media is establishing a presence on social networks. Think about what would happen if you opened a business but didn’t let anyone know it was there. Websites are like that too. Building your name and your brand via posts and engagement opens your circle of connections — and customers.

Your website visitors increase when people on social networks want to know more about you and your business. Of course, the act of typing your website address in the About You area of your personal and business pages on Facebook (and in your Twitter bio) is appropriate. But getting someone to click and visit the site from social media networks requires that you make regular interactive updates.

Facebook requires a personal touch to maintain an audience. You can get a bunch of people to like your page with a promotion or sweepstakes, but they may never return if you don’t provide intriguing updates. To find out which Facebook posts resonate with your audience, you can use Insights data.

If your business Facebook page is new, Insight data is not available. Your page must receive at least 30 likes before Insights will generate data.

Your Facebook business Insights page displays data on how many people interact with your page over a 28-day span. This figure shows metrics from the Reach tab of the Insights page. The online user interface displays about 500 posts below the graph. Be sure to check these metrics at least once a month.

Facebook Insights chart that displays data on how followers interact with the page.

By clicking Reach in the Page Posts section of your Insights overview, you can sort by most popular posts first.

Posts providing a window to the people behind the company are the most appreciated ones on Facebook. However, the social web moves at the speed of light, so your fans may prefer other types of posts. After you begin to post, check your own data and see what attracts comments.

After analyzing nearly 300 content posts, Omnicom’s OMD found that the average shelf life of a Facebook post is about 18 hours. Facebook’s EdgeRank algorithm filters posts from a user’s news feed when engagement peters out.

Tweets are consumed as Twitter users log on and off the site each day. The average lifespan of a Tweet is less than two minutes (see the figure for some stats). Users generally view Twitter in real-time versus the delayed and EdgeRank-filtered Facebook news feed.

Most people on Twitter do not read all of a person’s Tweets — although those with only a few followers may scan all Tweets for the day when they sign in or even go back further in history.

Twitter chart shows the engagement a tweet got in an hour.

Twitter users are more data- and technology-driven than Facebook users, so know that educational and news posts tend to garner more clicks. Conversation is also king on Twitter, so jump in when you see one that interests you. (Talking to strangers about a common interest is what makes Twitter interesting.) Because Twitter is not as visual as Facebook, you’ve got to make your Tweets as engaging as possible.