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By: Adam Hansen, Social Media + Communications, MM Identity Lab

mmid

Facebook now has over 1 billion users—that’s more than three times the population of the United States. Many brands attempt to take advantage of the booming social network, but fail to utilize all of the site’s ever-changing functions and features. Here are a few strategies that will help businesses make better use of Facebook’s most recent additions: hashtags and the social graph search.

  1. Fill Out Your Profile Completely and Correctly—Having a complete profile will make your business’ page more searchable. However, don’t fill out your profile too hastily—think of your page as a form of content marketing. Make sure the information is both compelling and accurate. Simple actions like placing your business’ page in the correct category will improve your Facebook search rankings. For instance, if you run a restaurant that’s tagged as a pet shop, how will your business surface when someone is looking for a place to eat?
  2. Use Hashtags Effectively—The addition of hashtags to Facebook has created some exciting new social media marketing opportunities. However, hashtags must be used effectively to leverage possibilities to their fullest potential. Only use hashtags that are relevant to your business and the values it represents. Don’t try to jump on a tag just because it’s trending. Make sure that it fits with the rest of your posts, or you’ll only confuse your followers and dilute your social presence.
  3. Have a Social Strategy In Place—Like any marketing tactic, your social media efforts should be based upon a clear and insightful strategy. That strategy will help you develop a clear voice that your followers connect with. A good strategy will help you accrue followers; a great one will encourage them to engage with your brand on a regular basis.
  4. Create Engagement—Facebook’s new social search makes engagement and reach even more important metrics than before. The platform’s new algorithm uses engagement to tailor search results for each specific user. If their friends like and interact with your business’s page, you’re much more likely to show up in that user’s search results.
  5. Participate In Local Conversations—The importance of local search isn’t a new topic. However, transitioning some of those principles to Facebook will soon become a priority. Tailoring content to attract local fans will help your brand pop up more frequently in location oriented search results.

Adam Hansen works at MM Identity Lab, an agency in Phoenix, Arizona that strategically merges traditional disciplines of marketing, public relations, and design with cutting edge capabilities in digital marketing, online advertising, and social media. MM has helped many clients improve their social reach engagement through insightful strategy and quality creative work. Follow them on Twitter or visit their Facebook page.

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