I recently interviewed Kevin Dando, senior director of digital marketing & communications at PBS about how brands can increase their reach on Facebook. –-Richard Brownell, content manager, PR News Events
Recent changes to Facebook’s news feed, while optimizing the individual user experience, have made it harder for brands to communicate directly with users without resorting to paid advertising.Kevin Dando, senior director of digital marketing & communications at PBS and speaker at PR News’ Social Media Summit on June 3 in New York City, offers some tips that brands can use to increase their reach on Facebook.
- Geo-targeted Facebook posts. PBS has had particular success with this tactic. Most brand Facebook pages have the ability to post content that can only be seen by people in a certain city (or combination of cities) or state (or combination of states) or country/countries. If your content lends itself to this type of post, try it out. People love to see content that is targeted—literally—just to them. Be sure to call it out, though. We preface our geo-posts with a variation of “Attention City Name Here.” It is eye-catching to those living in that city or state to see it mentioned in this way, and makes the post much more engaging (and clicked on).
- Experiment with demographic targeting of posts. You may also want to try targeting people of certain demographics. Have a post you think will be resonant with people 50+? Target them only, using Facebook’s free tools. Want to have a post that can only be seen by women? By men? That’s also possible. We’ve seen our engagement rates go up considerably using this type of targeting.