CHAPTER 18.1 – HOW TO IMPROVE YOUR BUSINESS COMMUNICATION SKILLS: FACEBOOK EDITION + 2 CASE STUDIES

We are surrounded by images, logos, brands and slogans; continuously, in everyday life and in the moments spent on social media.

This is a fundamental point, necessary to understand the strengths and weaknesses of your online business: How different are you from others?

Nowadays, brand communication passes mainly through the images, texts and editorial choices: if you want to start a business, you cannot forget to be surrounded by a multitude of competitors, from which you must necessarily stand out.

Online communication is (at least at a basic level) free, and in addition it has the great merit of being totally monitorable: you can always know, at any time, if something pleases your audience, if it involves you positively or if it leaves you indifferent.

Certainly, it’s more complicated to know by using leaflets scattered in random points of the city, isn’t it?

 

  1. FACEBOOK

If you want your brand to have an immediately perceptible coordinated image, one of the best communication channels to use is Facebook. But be careful: this is not enough.

Why would anyone buy from you, not someone else?

There are various ways to answer this question and let everyone know.

So why start with Facebook?

First of all, Facebook gives you the chance to experiment: unlike other social media much more focused on a specific target (Linkedin, for example) or on a specific format (Instagram and images, for example), Facebook helps you to move between various elements: texts, photos, videos, surveys and other engagement activities, from private groups to reviews.

Remember though that on Facebook the visibility of the pages is considerably reduced,
Especially if they are used only for commercial purposes.

In fact, all the companies present on social channels obviously want to sell, sell, sell: but this must never be shown through the organic reach of your social channel.

As marketers around the world teach:

They love to buy,
but they hate being sold to

Managing your brand’s Facebook page does not mean displaying the products for sale as if you were in a market:

Facebook is born to create community, debate and discussion.

And in fact, Facebook rewards those who create communities, debate and discussion.

This obviously leads to a vicious circle:
If you do not create engagement with users, you disappear deeper and deeper and you are seen by fewer and fewer people, who therefore do not interact with the content and make your page obscured by the Facebook algorithm, creating an infinite loop.

So what is the secret to attracting attention and stimulating comments and “like”?

Obviously, there is no “secret” to do so, there is no method to be engaging nor the fantastic “right time to publish“.

There is a constant study of what your target is and what your users like.

There is no answer, but there are questions you have to ask yourself continuously:

  • Who are you talking to? How old is your client? Which genus does it belong to?

Well, it’s the base. Once you understand this, you will need to ask yourself:

  • What is your audience passionate about?

If your online business is focused on fashion, you already know that obviously your ideal user has a minimum of interest in fashion: but, objectively, doesn’t it seem a bit generic to you?

  • What does your audience like to hear / see / read?

Every person, every user you turn to has an endless range of daily activities, battles and passions to which he is dedicated, and he is pleased to find these elements on his screens, on a page that not only sells but also updates, feeds and fire your users’ passions.
This is the starting point for creating a Community.

  • What battle is fighting your audience?

Anyone who approaches to shake the Facebook Home knows that, in some way, he will run into a discussion: that it is a debate generated by a public figure (perhaps following Enrico Mentana’s page), that it is a bland controversy on a topical issue , which is a vent against a limitation or an ingistizia:
if on Instagram you have the feeling that everyone has a wonderful life, on Facebook you have the feeling that everyone has an opinion on everything: and, indeed, it is.

Facebook is an arena.
So, fight.

Express yourself, take a position:
Are you opposed to the use of elements derived from animals? Show it.
Are you firmly convinced that craft production is better than industrial production? Show it.
For you Made in Italy surpasses any other world production? Show us why.

 

Show what you’re made of

Now you have an idea of ​​what you mean, of what opinion you want to convey. But you just can’t write it.

Tell us, using the tone of voice you’ve chosen: are you ironic or serious? Are you allegorical or pragmatic? The first choice always starts here, from that tone that you have to keep constantly.

Activate it, through calls to action that incite to express support. Always use an active tone, talk about what you do, show what you live. If you suffer something, show how you fight it. You are an activist.

Show it, through images and videos consistent with the tone of voice.

Prove it, remembering what you are, every time you reply to a comment, every time you post a content.

Only the contents matter

So, you know what to say, you know how to ask for the support of your fans, you know how to earn that little and sweaty spot in the home shaken by your users.
And now?
Now only the contents matter:  you need to rely on professionals to have quality content; it is important to maintain a high standard, to be consistent with one’s own colors, one’s typical phrases, and hot topics.

In simple terms,
the content is what must always convey the personality of your page, deciding what will be the key and distinctive elements of the space you intend to offer to your audience.

To make your business work you need to have a solid brand identity; a fundamental part of this is, of course, its visual identity.

Your logo, your mood, your font: are they words that scare you?
Don’t worry, we’ll talk about it soon.

Facebook is a publisher

Facebook filters, obscures and illuminates some content instead of others,
he has the power to warm up a subject and cool another.
A power often underestimated.

Facebook likes images and videos, they don’t like external links (it’s obvious why: they don’t want their users to leave the platform);

To be present on Facebook, you must follow its hot topics:
Instant Marketing is based on this.
Trends are used to talk about the company or brand.

They made it a flag: Ceres and Skipper.
They have made a bad use of it: more or less, almost all the others.

So be careful with the way you approach this mode: let’s remember that the basis is always consistency with the identity of your page. So yes to instant marketing, only if based on elements in common with what you usually talk about. And always with high quality content.


BONUS:
2 CASE STUDIES

1. GET POSITION: Versace

Millennials and Gen Z are sensitive to the issue of inclusiveness. They care about being represented and their voices are heard. Versace has inserted exactly this desire in the last fall / winter 2018 campaign entitled “The Clans of Versace”.

Includes all those who consider fashion a way to affirm “look at me, I have something to say”

Every image, every post, every video derived from the only concept: CLAN – Diversity – Inclusivity

 

2. STIMULATE THE PASSION: Timberland

Nowhere on the Timberland brand page we can see a “Buy our shoes” call to action.

What they are talking about is nature, walks, ecosystems and sustainability: the passions of the community that wears Timberland.


 

Now you are ready to create a community of fans of your brand to engage, to consult and to continuously stimulate.

If I like your page, I’ll come looking for you (and not the other thousands of stores similar to yours) when I have to buy something.

People admire a brand for what it communicates,
not for what it sells.

All you need now is a constant presence on Instagram, but we’ll talk about it next time.