Best Practices for Facebook

Facebook is the world’s largest social network, representing a broad cross-section of most potential audiences.

Facebook is increasingly a source of news, media, and content for people around the world. Because of its size and longevity, Facebook offers broad reach with users of all demographics and interests. Facebook lends itself particularly well to organic branding efforts, on-sale awareness, and event/publicity awareness. Though it is rarely a direct driver of sales, Facebook is often an “assisting” aspect of a shopper’s path to purchase, whether it is in the form of discovery, a referral, or other manner.

• Ensure that the primary brand/author page remains active and current, with regular posts and a complete profile, including links to all web properties (author website, book sites, other social media presences, etc.).
• Include a link to the Amazon product page in Facebook updates. This may be done more regularly around the book launch or other promotion.
• Avoid being too "spammy" by interspersing promotional posts with other content and participating in relevant discussions around books, key topical areas, events, and news stories.
• Like and follow influential brands, paying particular attention to important influencers like booksellers, librarians, bloggers, media.
• Use Facebook Audience Insights to develop granular target audiences for Facebook marketing and advertising.

References & Resources

• The Beginner’s Guide to Social Media: Facebook[Moz]
• 10 Easy Ways to Expand Your Facebook Reach[Meltwater]
• Simple Facebook Posting Strategy[Buffer]
• Getting started with ads[Facebook]
• The 6 Fundamental Facebook Best Practices[Sprout Social]

Note: Marketing Insights currently tracks life-to-date Facebook engagements (including likes, shares, and comments) for the Amazon product detail page. At this time, we do not assess general title/brand mentions or Facebook sentiment.