If you are a business owner, sooner or later you will come face to face with the reality of promoting your company on Facebook. If you just sighed, then rest assured that we understand. A lot of entrepreneurs have a love/hate relationship with the world’s most powerful social media platform, so you are in good company. However, even if you would rather watch paint dry than get on Facebook, the truth is that it has a ton of PR potential for your business - if you approach it correctly. With that in mind, let’s dive into how to set up your PR plan for Facebook and use it to grow your customer base.

Step 1: Remember that Facebook is your company’s new best friend.

Just kidding. The point is that with a positive mindset, you can get off on the right track and use Facebook to bring your company to the world.

Step 2: Understand what Facebook is good for and what it is not.

You already know that there are a multitude of social media platforms out there, each one with its own quirks and user demographics. Conducting PR campaigns on Facebook is not the same thing as doing it on LinkedIn, so it is helpful to understand the nuts and bolts of Facebook.

This platform has a wider audience than others despite the younger generation defecting to sites like TikTok. So, at this point in time, what’s different about Facebook is not necessarily its demographics but its form of communication: storytelling. Its posts can also be very diverse, including photos, videos, short- and long-form text posts, articles, and links. 

Some people say that Facebook’s main drawback is that it’s not as phone-friendly as other platforms, such as Instagram. That will probably change since the company’s engineers are undoubtedly tweaking the platform’s capabilities, but this is something to keep in mind.

Step 3: Get ready for a long-term Facebook campaign, one that lasts years.

This one is actually true no matter what social media platform you use. Nothing worth doing, including public relations, happens quickly. The biggest mistake any business leader can make in PR, including a Facebook campaign, is to “post something” and expect immediate results (if any).

The reality is that PR, even when it’s done well, takes time. You will have to first establish your company on Facebook, which can take 5-6 months, and show customers that you are there to stay. Facebook is about relationship-building, so people will need to get used to your presence and form the habit of checking in to see what’s up on your page. Once that happens, then you will start to see the payoff (so long as you remain consistent).

Step 4: Know the story you want to tell on Facebook.

Before you begin posting, make sure you have your message down. You ideally will have one that anchors everything else. If you sell plant-based footwear, for example, your message may be that you are breaking the conveyor belt of shoes that end up in landfills. That is the one message from which you never deviate. Knowing this ahead of time will keep you from getting off track in your campaigns, as everything you post will relate in some way to that main message.

Step 5: Get good at making Facebook videos, short and long.

Social media has ripped the curtain off those big, anonymous corporations some of us grew up with. It’s no longer about the institution itself, like JCPenney or AT&T, but about the people behind it. Any business owner who does not incorporate this into their PR campaigns will find it harder to connect with potential customers.

This is where videos enter in. You can use them in many ways to deepen your relationships with the public. You can make videos of new products arriving at your warehouse, boxes being opened to reveal something exciting, interviews with leadership, volunteer work your employees do, holiday parties - the possibilities are nearly endless. Just remember to keep them short, probably less than two minutes. People just don’t have a ton of time to watch an hour-long video these days unless it is just incredibly well-made.

Step 6: Think twice before you post on Facebook.

This is akin to looking both ways before you cross the street. Once something goes up, it’s up. There is no going back, so before you post on your feed, let a few people look at your video, picture, message, etc. and make sure it comes across in the right way. That way, when you do make it public, you can know that it represents your company in the right way.

Step 7: Stay consistent. Did we say that already? Oops.

This one bears repeating. Make sure you post at the same time every day. Posting on Facebook should become as natural to you as brushing your teeth - your day should feel off if you forget to post.

Step 8: Last, but never least, remember to let it go at the end of the day. 

The world of social media is never-ending. There is always tomorrow, so when you go to sleep at night, put Facebook away and dream without any thoughts of likes, posts, and followers. 

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.  

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.