Originally posted on WCG’s blog on 1/15/2013.
- Humanize your voice.
Though you need to be mindful of the consistency of your brand voice, it doesn’t mean that it has to sound “corporate”. This is the community of people, not a platform for broadcasting the PR messages, so address your fans as they were your friends. Remember, the biggest ROI of Facebook is in humanizing your brand. So humanize your voice as well.
- Adjust your content strategy as you go.
Besides being a part of the community and hoping to get discounts on your products, information is one of the most important reasons why your customers become your fans on Facebook. So add stickiness to your page through great content. Use 80/20 rule: 80% of status updates should provide value to the fan and 20% can be around your products or services.
- Keep your status updates short.
Even though Facebook increased the maximum number of characters for the original post from 420 to 63,206, you shouldn’t by any means try to use all of them. A study by Buddy Media showed that posts 80 characters or less in length receive 27% higher engagement rates. Besides, if you ever want to use Sponsored Story products, only the first 90 characters of your status update will be visible in the ad.
- Post frequency and timing.
Every brand is different, but normally posting once a day 5-7 times a week works rather well. By posting too much you risk alienating your fans, but not posting enough, you lose your reach. The study by comScore and Facebook found that each incremental day of publishing increases the reach among fans by approximately 2.5%. So my recommendation is to post 7 days a week.
- Moderation guidelines.
Ensure that your Facebook community has clear House Rules or moderation guidelines. You should specify how you will manage your community, what to expect and which posts you will absolutely not tolerate (abusive, insulting, illegal, etc). Always be prepared in case you’ll have to refer your rowdy fans back to your guidelines. Also, specify what your response timing is, so your customers are not upset if you not able to address inquiries immediately.
Now that we have Ekaterina’s five tips, let’s move onto a quick synopsis of the book.
What I like about the book is that Ekaterina starts off with a few examples of how Facebook is changing our society by connecting us in ways like never before. She follows that up with a few pages of mind blowing statistics (hint: Facebook would be the third largest country on earth). But that’s just the appetizer. It’s the main course — her five secrets — that really start the creative juices flowing.
With too many authors, there is a tendency to get wrapped around the axle with too much detail. Not in Ekaterina’s case. In fact, arguably the best thing about “Think Like Zuck” is the simplicity of the construct she uses to convey the CEO savant’s five life lessons: the 5 Ps.
The 5 Ps described in the book are:
- Passion — Keep your energy and commitment fully charged at all times by pursuing something you believe in.
- Purpose — Don’t just create a great product, drive a meaningful movement.
- People — Build powerful teams that can execute your vision.
- Product — Create a product that is innovative, that breaks all the rules, that changes everything.
- Partnerships — Build powerful partnerships with people who fuel imagination and energize execution.
In addition to her five secrets (the 5 Ps), the other thing that caught my eye were the use of pithy but powerful quotes throughout the book. I’m not sure if this was intentional but these quotes (a few of my favorites are cited below) are similar to the “keep your status updates short” mantra in the five tips above:
- Transparency and empowerment breed dedication, loyalty and trust. Trust is the unleashed imagination and unlimited innovation (p. 101)
- A company’s success is serious business. But introducing a little fun into the workplace makes for a happy and highly motivated employee base (p. 110)
- Make innovation personal! Involve your employees and give them freedom to create (p. 151)
The thing that I appreciated the most about the book? It was only 184 pages (minus the notes/appendix). To be honest, that’s about all the attention span anyone has these days for a business book. And considering the fact that Ekaterina was able to sum up the five things that make Mark Zuckerberg a great (even if improbable) leader in such an efficient fashion, I can feel good telling you that you should buy a copy, even if you aren’t destined to be the next CEO of the largest and most successful social network in the world.