In case you haven't figured it out yet, Facebook is here to stay. Duh, right? Well, I'm old enough to remember when MySpace defined social media. Back then, after Facebook came along and demolished it, people understandably predicted that Zuckerberg's invention would only be around until the next big thing came along. Except over a dozen years later, one in five people on earth (that's right, on earth) actively check their Facebook accounts once a month.
So if you aren't utilizing the world's largest social media platform to its fullest potential for your business you're missing out on a tremendous tool that can not only reach a targeted audience with your job openings for a fraction of the cost of other outlets, but also showcase your company and its values for the world to see.
Granted, if you're a staffing agency owner or manager reading this your company is probably already on Facebook to some degree, but the question you should be asking is, are you utilizing the social media giant to its fullest capacity?
(This post is part one in a series of articles designed to help you ensure your business is getting the most out of Facebook.)
It used to be that standard Facebook practice was for any company to have only one Company Page, even if there were multiple locations. Different companies did different things, but the theory behind maintaining only one page was to avoid confusion, have consistent branding, and maintain control. That's what we did for years. We didn't want to have a bunch of pages floating around that would confuse everybody and take away from our main page, so we didn't allow the offices to start their own pages.
However, since the advent of Facebook Locations, it is now possible to have a separate page for every branch location in your company. If you're thinking you could have done this before by simply creating new pages for each location, you'd be right, except for the ingenious way the new setup deals with all of the potential drawbacks:
Confusion? Since each page has the exact same page name as the main page along with a recognizable format for the city and state (city and state are in parenthesis following the page name), it's easy to tell the pages apart and understand they are part of a bigger brand.
Consistent Branding? When you create a location page under a brand page, it automatically keeps the main header and brings in all the basic information. And you can even set it to auto-post posts to the main page to all the location pages, or even to just the ones that don't post themselves.
Control? As the creator of the main page you are also the admin of the branch pages. From those, you can assign a lesser, editor role to staff members charged with maintaining those pages. They will be able to post and respond to comments, but they won't be able to steal your page or do irreparable damage if they leave in a huff next month.
Advantages to Locations
More relevant posts. There are so many things you can do on specific locations pages that you wouldn't have been able to do on the main page. For example, a branch Facebook page is the perfect place to post pictures of that branch's "employee of the month" receiving his or her reward. And if you can tag the person, so much the better. Or maybe your branch staff did a community event or served pizza at a client and you want to post a picture of that. And let's not forget your specific job postings! Local events, job fairs, you name it - the possibilities for branch page postings are endless and wouldn't be nearly as relevant or impactful on a large company page.
More reach. The fact that you can post lots of things that wouldn't make sense on a main page means you can post more. And as you grow each branch page, when you combine all the branch pages posting relevant things with the postings from your main page (which will also post to the branch pages), you will reach far more people with your social media efforts than you otherwise would have.
More Mapping. OK, to be fair there was no mapping before, but I'm trying to stay with the more theme here... When a visitor comes to the main page the nearby locations will then pop up on a map below the top of the page, along with addresses and contact information (if provided). This is a cool Google-like feature that Facebook has added.
I think the advantages far outweigh the disadvantages, but there are some potential drawbacks and pitfalls that mainly have to do with how you plan to have the pages administered. Yes, there is control, but assuming you have lots of locations you will have to delegate some of the social media duties to people in the specific branches, and while that will usually result in more reach, interest, and office espirit de corps around their own social media page, if you have a staff that isn't interested it can also result in a page with a dozen likes just sitting there. Sure, you'll have the posts from the main page, but if you don't plan to grow the branch pages it won't look good for your organization and especially for that particular branch. You have to have buy-in! You'll also need to monitor carefully who has editor status and be sure to remove them if they leave the company.
However, properly administered, the new Locations feature can really be a boon to your social media efforts!
If you want to give it a shot, there are plenty of online articles to tell you how. Start here. You'll have to actually ask Facebook to grant locations access to your page. There still seems to be a glitch or two in how the program works, so if you run into problems you may have to email Facebook support. The good thing is they will generally get back to you, even if it takes a few days.