You can’t bring a search-engine mindset to social media and have it work. There are fundamental differences between a potential customer who goes to Google to find a solution to a problem and one who interacts with your company or product on Facebook. So says Michael Mothner, writing for Inc.com, in his recent article “Facebook Advertising: 5 Things You Don’t Know (& Should)”.
Where search is keyword-driven, Facebook is image-driven, which leads Mothner to an essential tip:
“The single most important element determining an ad’s success is that tiny image that goes along with the ad. It will literally make or break an ad. Intuitively, this makes sense: The No. 1 activity on Facebook is to look at photos, so Facebook users are trained to scan for pictures. The more your ad resembles Facebook content, the more likely a user’s eyes will stop at your ad–and the more likely they will be to click.”
All of Mothner’s tips center on the fact that people on Facebook want to be on Facebook, whereas people using search engines want to leave the search and get to the information. So keep your Facebook campaign fresh (every 5-7 days), visual and engaging. Forget copy, concentrate on your headline. Make your Facebook page a place your customers want to visit—with you and each other.
Laura Abrahamsen May 23, 2012