People rarely stay in jobs forever these days. With so much churn in the industry you’re bound to walk into projects half-way through and have to make the best of an existing situation. As a digital or social media professional this may involve the exciting challenge of taking over a brand or organisation’s Facebook page. Sure, you know where all the buttons are and can sniff your way around insights – but it’s worth trying to glean some information about that specific page before your predecessor disappears into the wild blue yonder.
- What is the goal of the Facebook page?
- How does this tie into overall business or organisational goals?
- Who are the target audience (s)?
- Why would anyone like this page?
- Is there a creative strategy and content calendar?
- What resources are available for supporting media and marketing?
- What is the history of the page – the high and low points?
- What are the reception possibilities, if any? (That is, how may Facebook feedback be absorbed back into the organisation – ala social business)
- Who is the team looking after the page? (e.g. posting the updates, responding, moderating, handling tech, copywriting, design)
- What are the KPIs and how are they being reported on?
…and once you have all that information, beware of making these common Facebook page marketing mistakes as you go forward.