Content is Key to Successful Social Media

To use your business Facebook page to best advantage, you must offer up a variety of news and humor to keep your friends coming back

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It seems like every company is trying to use Facebook to move their business forward and stay connected to their customers in this fast-paced world. Why are some companies more successful at this than others? Content is the key to staying in touch with your customers and keeping them informed. The content, however, must be a rich mix of information, education, humor and fun. Use the HICCUP approach to make your Facebook page more successful:


Humor allows your audience to come away with a warm fuzzy feeling and a friendly attachment to your message. It doesn’t have to be industry specific, although it can be. You can do viral searches on YouTube and/or sites that plug social media. Always watch a video all the way through before posting as you don’t want it to include any profanity or other questionable behavior. Video is king. Written blogs are being trumped by the clever, colorful and often fun video blogs.


Don’t be afraid to ask open-ended questions to your group. As an example, a financial advisor might ask, “What is your biggest concern with the down economy?” The purpose here is to begin the conversation. People posting their answers will create a community buzz. Letting the responses unfold naturally also gives you a marketing advantage. The financial advisor can track the concerns and create future training or webinars around his/her consumers’ needs.


If you don’t provide a myriad of interesting topics, information and trends, current and potential customers simply go away. Clicking “Unlike” on Facebook is just as easy as clicking “Like.” Smart, clever and challenging content will keep your audience waiting for more. With most companies having a presence on Facebook, competition will become fierce and you have to stand out.

Current events

If you haven’t done so already, get plugged in to all online media, and/or trade publications online. When something interesting pops up, pass it along for others. If a regulation change impacts your industry, for example, pass it along. Never make a personal judgment about the news. Let your community unfold. Use Google Alerts in which you can program key words to notify you of events and news feeds related to your industry. Use a program like HootSuite to consolidate and Tweet events to all of your feeds and accounts at one time.

Utilizing industry facts

Keep your followers abreast of changes in your industry and relate them back to your own business. For example, an accountant might see tax changes around the corner and keep people aware by posting on Facebook. A medical office might want to post information on when a flu vaccine is available and what days and times to sign up for an office visit. Specific actions endear customers to your brand.

Promos and specials

Mention specials, promotions, new products and services. Get creative and run a coupon or contest. Talk about new employees, business awards or articles written by your staff. You can drive traffic to your business and services by using this concept. As a caution, you shouldn’t overuse Facebook to market to your customer base. They can grow tired of it and quickly “Unlike” your page.



To be successful, all categories should be represented on your posts daily. If you personally don’t have time, assign this process to an employee or virtual assistant. Give them these rules for your industry and explain the process. Generally, creative people are best suited for this task. If you follow this model on Facebook, customers will stick around to see what you post next. As the Facebook community grows, we will all have to fight for the attention of the consumer.

Genae Girard is founder of, an online social media group, and regularly speaks on social media topics. Reach her at or 512/796-1618.


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