Facebook Demographics
Gender:
• 57% female
• 43% male
Age:
• 32% 45 to 54
• 22% 35 to 44
• 18% 25 to 34
• 9% 55 to 64
• 9% 18 to 24
• 7% 0 to17
• 3% 65+
5. Interactive posts: Include custom tabs on your Facebook page that fans can link on for specific themes. Carol Flammer, managing partner at
mRelevance, in Atlanta, recommends including contests, polls, and/or asking fans to vote on their favorite video or project detail.
6. Community events: Keep track of community events — even those that are not related to housing or remodeling. It shows that your company is part of the greater community. If one of your employees is running a race or your whole company is volunteering at an event, post a quick link before the event and then elaborate more on the experience after it’s over.
Fresh & Frequent
Your educational coverage should include industry and remodeling trends, says Flammer, including surveys about an increase in consumer confidence or return on investment for remodeling projects. “That helps reassure buyers that they are making the right decision.” Don’t use “marketing speak,” she cautions. Write as if you were talking to someone. And add some of your own opinions or experiences. “It doesn’t have to be personal, but it should have personality,” she explains. “People hire people they like. If you have a quirky sense of humor — portray it.”
Make sure your content is “fresh and frequent,” Hoefer says. Most experts suggest posting one to four times per week and tracking the reactions so you know what types of posts are the most popular. “For people to care enough to comment — that is a big deal. It shows social value — someone saying something about my company versus me saying it — you can’t buy that type of advertising,” says consultant Darren Slaughter.
“The more frequently you are engaging customers or prospects, the more leads you will be able to generate,” Hoefer says. Jackson Design & Remodeling has more than 1,800 Facebook fans, Harper says, and though the company has not directly gotten a job as a result of being on Facebook, she says homeowners have used social media to interact with the company and some of these interactions have become leads.
—Nina Patel is a senior editor at REMODELING. Follow her on Twitter at @SilverNina or @RemodelingMag.
More REMODELING articles on social media and Facebook:
About Face: How to Create a Facebook business page
Call and Response: Social media networking can lead to unexpected marketing opportunities
Social Media: The Lifecycle of a Post