You created a Facebook page and scheduled posts for the next two weeks, so you’ve conquered social media, right? Wrong.

Social media is more than just having a Facebook page and posting a picture once a day. To be successful, you need to be strategic. Why? 

Because social media is not a monologue, it’s a conversation and the goal is to build lasting connections.

The power of Facebook, and social media in general, lies in the ability to connect with people on an emotional level and create movements that change things for the better. The key is building and maintaining relationships with your followers. How do you do that? There is no one-size-fits-all formula. Each organization is different, but there are some basic principles everyone should follow.

Be Interesting

If you are not saying something meaningful or interesting, don’t say it. Organizations need to know their audiences and create content that appeals to those audiences. Before posting a link, take a moment to consider its value. Is it relevant? Will your target audiences find it interesting? If the answer is yes, post it. If not, find something else.

Diversify Your Content

Pictures no longer rule Facebook. That may seem shocking, but it’s true. Photos now have the worst organic reach of all post types. Currently, videos have the best reach, followed by links and text only posts. To build engagement and increase interest, diversify your content. Use links, videos and photos in your posts. Monitor engagement and see what works best for your audience. Again, there is no one-size-fits-all formula.

Be Responsive

Unresponsive is unacceptable. People expect a response when they post comments and questions on your page. It’s crucial to make time to monitor your page and respond to feedback in a timely manner, within 24 hours is best. If you don’t have the time, or are unwilling, don’t bother posting anything. Ignoring comments and questions is like telling your supporters (and even your critics) that you don’t care what they have to say.

Be Yourself (or Your Brand)

Despite all the ads and company pages, Facebook is still personal. When you talk to your audience, make them feel like you are talking to them directly. Also, be sure to use a consistent voice, the voice of your brand. This should be the same voice you use on your website and other social media platforms. Foster a consistent brand voice that is instantly recognizable. This will strengthen your brand and enhance your message.

For more social media tips, check out our Twitter tips blog and don’t forget to like us on Facebook!