Q: I just lately modified my firm’s title, however I learn that once I rename my Fb web page, I lose all my likes and critiques. Is there a option to do it with out beginning once more? — Wealthy D.
A: Facebook “pages” — that are for organizations, versus “profiles” for individuals — may be complicated for entrepreneurs. That’s comprehensible: You’ve spent years constructing a following, panning for likes and creating posts to entice your clients, however you don’t truly personal any of it. Fb does. And Fb is a little bit of a black field. In 2013, it started to drive down the pure attain of pages, forcing companies to pay to “enhance” posts to the followers that they had beforehand been hitting without spending a dime. Such strikes create, as Wealthy is aware of properly, misinformation and micro-panics on the web.
So let’s have a look at the pages drawback in two methods.
First, the straightforward one: Wealthy, you heard improper. “It must be fairly straightforward to vary your online business title with out shedding something,” a Fb spokesman tells me. The one restriction is you possibly can’t change your web page identify greater than as soon as each seven days. On the left aspect of your web page, click on “About,” then “Web page Data,” hover over “Identify” and click on “Edit.” It might probably take as much as three days for Fb to evaluate the request, largely to make sure you’re not stealing another person’s title. (To check this, I modified the identify of a disused fan web page. Inside a half hour, it took impact, with nary a like misplaced.)
Now, the larger query: Is Fb even price your time? Sure, says Andrea Vahl, writer of Facebook All-in-One for Dummies. However you want an precise plan for what to publish and whom to focus on. “Give attention to content that does rather well for you,” Vahl says. Possibly it’s humor or helpful ideas or a sure tone. A Fb feed is a celebration, not a sales pitch, so do some trial and error to see what individuals like. (Do attempt video; for now, at the very least, Fb provides it a larger attain than other forms of posts.) And watch out for boosting indiscriminately. “You’re simply throwing away cash for those who’re boosting one thing no one likes already,” says Stacie Grissom, head of content material on the Fb savvy e-commerce website BarkBox. Enhance solely the stuff you see working nicely.
In fact, you’re additionally on Fb to promote — and advertisements, not boosted posts, are for gross sales. Which suggests you’re going to wish to study the (painful) artwork of Fb Advertisements Supervisor. “Fb adverts are the goose that laid the golden egg,” says Kim Garst, cofounder and CEO of Boom! Social, a digital media agency. “They’re massively impactful for each enterprise we’ve ever labored with. It places a lot information at our fingertips that we’ve by no means had entry to earlier than.” Sadly for newbies, it includes a variety of focusing on and testing earlier than you discover an method that works. However, Garst says, it’s not non-compulsory.
I do know none of this addresses your core anxiousness about utilizing Fb, Wealthy. The shortage of possession, of management, of energy. The gnawing worry that sometime all of your work may simply blink out of existence, forcing you to begin over once more. For this, specialists counsel a surprisingly outdated-faculty repair: Drive folks to your e-mail list. That approach, you’ll retain these arduous-earned contacts, no matter what the fickle Fb gods have in retailer.