A Facebook “scheduled post” can save you time, help you spread your message and boost your Facebook engagement. In this post, I will show you how to make a Facebook mini-campaign and set up automatic posting using the Facebook scheduled post feature.
First the Why
Many organizations randomly and spontaneously post content to their Facebook page. There is nothing wrong with this. In fact, random posts can help keep your page fresh and energized. But the key to building your Facebook audience is to post regular and relevant content to your timeline. A smart way to do this is to create “mini-campaigns” using the Facebook scheduled Post feature. This will help you create content, build your audience and spread your message.
The Mini Facebook Campaign
Let us say your nonprofit serves senior citizens and you want to remind them about your Friday night karaoke party. You have decided to use photos of local seniors singing karaoke with short quotes from 1940’s songs written over of the photos. Now, let’s create a mini-campaign. Here are the steps we will follow:
- Determine your Topic
- Plan your Timeline
- Create your Post
- Set up Facebook Scheduled Posts
1. Determine your Topic
The topic you choose for your mini-campaign will determine the type of content you will be producing. Choose a topic that is not too broad or complex . Here are some tips to help you choose the best topic for your mini-campaign:
Is your topic related to a current or upcoming event? This could be a world event, a local event or an event happening within your organization.
The best Facebook posts use photos and videos. So be sure you have plenty of visual resources to choose from. 10 Facebook Photo Posting Ideas
Make sure your mini-campaign topic is relevant to your organizations mission AND the followers of your Facebook page.
Each post of your mini-campaign should be short and to the point. If it takes 500 words to explain a post then pick a different topic. Your mini-campaign updates should be “deliverable” in small chunks of content.
2. Plan your Timeline
Now that you have determined the topic of your mini-campaign, it is time to plan your timeline. Here are some questions to help you create your timeline:
- How many days will the campaign last?
- How many posts will you add each day?
- What time of day will you post?
How Many Days Should the Campaign Last?
There is no right answer to this question. But there is a simple one. Post as many days as you need to get the message out – but not so much as to bore or overwhelm your followers. I prefer to do things in week-long segments.
How Many Updates should you Post Each Day?
Think of your mini-campaign as a story. It has a beginning, middle and an ending. Your updates can follow a similar structure. When you introduce your topic you can start slow – one update per day. As you build momentum you can increase the amount of content to several updates each day. And finally as you wrap up your mini-campaign, you should slow down to one or two updates per day.
What Time of Day will you Post?
This is an easy question to answer thanks to Facebook Insights. On your Facebook page go to “See Insights” at the top of the page. Then click “Posts”. In front of you, you should see a graph that shows the time of day your fans are online. Use this graph (as well as other insights you deem important) to determine what time of day you should post to your timeline.
3. Create your Post
This is the most time consuming and important part of creating a mini-campaign. Basically you will be pre-creating each post of the campaign. Spend time researching what content you are going to include in each post (wording, hashtags, links, quote references, photos, etc). Think of your campaign as a short story and each update as a chapter in that story.
4. Set up Facebook Scheduled Posts
Now, this is the easy part. You can set a “scheduled post” from within Facebook or you can use a third party application like Hootsuite. Here is how you use schedule post with Facebook:
- Add your content like you would any other Facebook update.
- Click the “Schedule Post” icon.
- Enter the date and time you want the update to post.
- Click “Post”.
Creating mini-campaigns using the Facebook “schedule post” feature makes it easier to regularly update your Facebook page. This in return can increase your engagement rate as well as the number of people who “like” your page.
And remember to check how your campaign did through your Facebook Insights. Here you can see which post created the most likes/shares/comments and which post received the least engagement. These stats will help you create better mini-campaign and ultimately better serve the fans who are following your page.
I hope this was helpful. Feel free to leave comments and feedback in the comments section below.