Facebook has become an important part of local advertising for many of your retailers. It’s relatively easy to setup a page, it’s free and it’s popular.
The challenge is keeping it interactive and that takes time, effort and good content.
We’ve been asked many times how often a retailer should post something new on their Facebook page to stay relevant. I’ve finally found a good answer to that question in an interview in USA Today.
Emily White, the director of Local at Facebook says the answer is three times a week. She didn’t back it up with any statistics but her answer is as good or better than any other answer I’ve heard, so three it is.
Three sounds doable and a local retailer should be able to handle that without too much effort.
The bigger opportunity for brand managers is in the product content that should be on a good Facebook page. Making brand friendly Facebook content available is the newest form of ad slicks. Except better because there aren’t any publication costs for the retailer to absorb.
I would think that the product content you provide your retailers wouldn’t have to change that often, just make a lot of it available so a retailer can rotate information easily.
The real win is in allowing retailers to customize promotions with your product content and post that to Facebook. The good news is that technically we can do that today.