I’m a huge fan of the “save this post” feature that Facebook has now. Now I have way too many things saved for later on Facebook, Pinterest, and Pocket. The other day I was trying to save a post from Traditional Cooking School, and I noticed a new little flag in the bottom right of the post. At first I thought Facebook was making it easier to “bookmark” posts – but once I clicked, I discovered a new feature that page managers will love!
In this menu, you can select who or what page you want to act as when liking or clicking a post. Of course, your pop up menu wont be blurred out like my example 😉
Why is this so awesome? Because before – you had to basically “log in” to a page in order to like or comment on a post by another page. It was a tedious process that made it harder to navigate Facebook, and almost not worth it for most part.
It also means you can like or comment on a post as your personal account on one of the pages you manage without having to change your page role. For example, I manage a few pages for bloggers that I followed prior to working with them. I still like to interact on their pages as myself, and not as their brand. With this little feature, I’m able to make sure that my actions on their post are under the identity I want to make those actions with.
How can you use this to improve your brand?
If you only have time for one thing, use this tool to quickly respond to mentions or shares from other pages. One of the real food movement pages I manage gets a lot of questions about substitutions to make SAD recipes into real food recipes. If I know of a site or blogger that has written about that problem, I’ll mention and link them in my comment reply. 80% of the time that blogger chimes in using their personal Facebook profile instead of their brand’s Facebook Page profile! The follower they’re responding to is less likely to find their way over to that blogger’s page if the blogger is commenting under their personal profile.
If you have more time to interact with other pages – do that! Comment genuinely as an average follower would – “Great post – thanks for sharing! I had no idea that scientists were studying the microorganisms of cured meats this in-depth.”
One step further is to comment on a post that you’re also going to share on your own page. Don’t comment saying “Shared!” – leave a genuine comment like the example I just gave. It gives a more personal touch or feeling that followers will like.
Don’t ignore the little guys either – if you’re getting shares from a blogger with a much smaller following but good content, validate them! It will mean the world to them to get a nod from someone they look up to.
Should you make this a part of your Facebook marketing strategy? That’s going to take experimenting. Every niche responds differently, if you have the time and drive to do it – then it wont hurt to try.
How should I not use this for my brand?
Don’t troll or comment vomit – be genuine. Followers will notice. I’ll explain with examples – unfortunately I have more guidelines for how to not use this tool. These cautions apply to other platforms too.
One client of mine is known for a honest & well researched approach to essential oils. If you’ve heard anything about essential oils, you’ve probably heard of the brands Young Living and DoTerra – two MLM distribution companies for essential oils. My client’s page gets TONS of comments and interactions from those MLM partners trying to get the edge on selling to my client’s customer base. My client doesn’t sell for either company – but that doesn’t make it right for these people to come in and try to use her page as a source of direct sales opportunities.
Another example comes from the teacher-author niche (people who sell educational materials online) I see a lot of teacher-authors pushing their own products to followers of other teacher-authors. Say a teacher-author asks a question on their own Facebook page about topics that teachers struggle teaching in the classroom. Don’t go in there and link up the people responding with your own products. It’s fine to participate with a meaningful & non-promotional comment like, “Wow! I’m glad I’m not the only one who struggles teaching some of these units.” But again – using someone else’s page as an opportunity to make a sale appears unscrupulous to both followers and your peers.
It’s just like a dinner party – you’re a guest – it isn’t appropriate to go into someone’s home and treat it like your own.
Lastly, the mean & offensive trolling – if you don’t agree with the content of a page – it’s best to keep your mouth shut when commenting using your Facebook page’s identity. I’m totally for standing up for what you believe in! But if it’s a topic that you have strong feelings for and can’t stay silent, weigh the risks of commenting under your page instead of your personal profile. I personally use my personal profile to open my big mouth – I don’t want to draw mean trolls from another page to my page by commenting with that identity. If you do feel it’s important to comment under your page identity, write out your response and sit on it. Go back in an hour and read through it again – or ask a friend or peer for their input. Do you really want to say those things as a brand? Even if your argument is well thought out with examples for your counterpoints – there’s still going to be a bad reaction, especially from people who don’t care about logic.
Mean trolls are a pain to manage, and speaking up on controversial topics as your Facebook page identity on someone else’s page will most definitely draw them back to your page. I’ve seen owners of pages completely target other pages – sending their page following to attack the other person’s page. People simply aren’t mature on social media, these days we have to anticipate the worst – even from other brands.
Does this mean Facebook Pages can now interact with groups?
Sadly, no. Facebook groups are a fast growing interface for bloggers to directly reach followers – but we still have to act in groups under our personal profiles. This new feature only works for page-to-page interactions, not page-to-profile or page-to-group.
But, Facebook is growing the functions and features of groups daily – we could see something in the future for brands to connect their pages and group communities.
If you’re concerned about interacting in groups related to your niche using your personal Facebook profile – go through your profile to make sure that only information you want public is being shown. Facebook allows you to view your profile as someone who isn’t a friend, and you can bulk set previous posts to “friends-only” and restrict who can send you friend requests.
In the past, Facebook has only allowed one personal profile per person – but that verbiage has been removed from their terms. Would I create a second personal profile to keep followers from finding your active personal one? Probably not – Facebook can go back to their old terms at any time, plus they also enforce their terms about not using a personal profile as a business profile instead of a page.
Think like a follower!
It all comes back to my rule of thumb for social media marketing – think like your average follower. Would they want to see you interacting with other pages in the manners that you are? How do you get annoyed by other pages interacting with other pages? Would you click over to someone’s page if you saw them genuinely interacting with a page you follow?