So many organizations have started efforts on Facebook only to find themselves wondering what their time spent has accomplished. The so-called “Facebook strategy” often falls flat. Here are 10 questions to ask to better incorporate Facebook into your communications strategy, offered up by Geoff Livingston, co-founder of Zoetica and author of the book Welcome to the Fifth Estate: How to Create and Sustain a Winning Social Media Strategy.
1. How will interaction on Facebook help the organization achieve its larger objectives?
2. Is it in the stakeholder community’s best interests to participate with us on Facebook?
3. How can the organization provide an interesting, fun experience on Facebook that will genuinely interest stakeholders?
4. Which Facebook features will best let us provide that engagement?
5. Does the action strengthen our Facebook relationships or does it come across as spammy?
6. Do those features integrate well with our online activities and other communications tools?
7. Does the stakeholder action(s) create more of an outcome than likes or new Facebook friends?
8. Are we committed to authentic conversations on Facebook—good, bad and ugly?
9. Are calls to action integrated into the Facebook activities?
10. Can the stakeholder come back to our Web site at some point?
Catch Geoff Livingston’s keynote speech at the PR News Facebook Conference set for May 24 in New York City.