Facebook - functions, strategies and placement of advertising

Facebook is the largest social media platform in the world and in 2019 had around 2.5 billion users worldwide and 32 million users in Germany - per month. Launched by former Harvard student Mark Zuckerberg , everyone has been familiar with the social network since the 2010 feature film at the latest.

Functions of Facebook - in short

Due to the large number of users alone, a Facebook presence is almost a must for companies. Facebook now has a wide range of functions that have been continuously developed over the last few years. For example, you can create a classic profile on the platform, share a variety of content and respond to posts via the famous "Like" button. Via the chat function or Facebook Messenger you can get in touch with other users directly. You can also create groups and events on Facebook, to which you can invite other participants.

Place advertising on Facebook

Facebook also offers you the opportunity to place advertisements and reach a precisely defined group of people with the help of individual ads. With your registration, Facebook provides you with an advertising account that you can easily set up. You can advertise either your own Facebook page or another website, for example your homepage. The main advantage is obvious: Due to the high number of users, Facebook gives you the greatest reach. You also get to know your target group better and keep an eye on the activities of competitors. A real community can develop in Facebook groups, which in turn promotes loyalty and identification with your company. With an advertising campaign on Facebook, which is also relatively inexpensive, you avoid wastage as far as possible, because you can define your target group very precisely.

A good strategy

Think of a good strategy that starts with the creation of the profile: instead of a private or professional profile, create a company page. This will provide you with a statistics function and the possibility to place advertisements. After you have selected an attractive cover picture, you should decide on a profile photo with recognition value. For example, it is advisable to use the same picture that you find on your homepage. It can also be your company logo. The main thing is that the user will find it elsewhere. In the picture description you have the possibility to link to your homepage. Facebook also offers a call-to-action button that you can insert into your cover picture.

Record posts in an editorial plan

Once your Facebook presence is established, it is of course important to post posts regularly. The best way to do this is to create an editorial plan that includes when you want to share what kind of content. The statistics will help you find the best time to do this. One last tip: Be sure to react to the comments of your target group and especially to any criticism. Because that's exactly what social media is all about!