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Facebook Optimization

by Rebecca Kowalewicz, VP Digital

So, you’re a business owner looking to up your social media marketing game. And whether you take a do-it-yourself approach to social media or have someone on staff who oversees content, there are often holes the untrained eye won’t catch when it comes to optimizing your Facebook page or following best practices to get the most out of your social media marketing efforts.

There’s a lot you can learn from social media consulting you may have never thought about. From page optimization and SEO to advertising and content planning, there are quite a few moving parts to social media marketing. At Clearbridge Branding Agency, we perform an audit of new clients’ social accounts to see where the account excels and where it struggles and offer training and consultations to help keep the accounts on the right track.

Here are a few tips to get you started.

Optimizing Your Facebook Page: This is really about two things—informing your visitor and ranking in search engines results pages (SERP). Pay special attention to your “About Us” section. Write an informative, straightforward blurb about your business as concisely as possible, and be sure to include keywords or phrases associated with your business that your consumer will be searching for.

Be sure your page category corresponds with your business; this will make searching for you easier. Customize your vanity URL to include your brand name, and ensure your address and phone number are filled in. There are more ways to optimize your page, but these are a good start.

Styling Your Facebook Page: It’s true, there aren’t many options for customizing the way your Facebook page will look, however, the few things you can do to style your page will say a lot about your brand. Your main goal with your profile photo should be recognition. What will be more recognizable to your customer? Keep your logo to either an exterior shot of your business if you’re a brick-and-mortar, or better yet, stick with your logo.

Your cover photo or video is the place to show the lifestyle and experience of your brand, so consider opting for a logo-centric profile image over photos. Be sure to complete the Our Story section as well, where you can go into more detail about your company.

Starting a Content Calendar: One key to social media success is your brand’s presence. Ask yourself, does your team have a plan regarding the content you post on your page? How frequently do you post? Is there variety in your content? Every business is different. Some brands gain more traction by posting every day, while others do better with two to three posts per week. It depends on the vertical you’re in and your audience, but one thing is certain: Consistency is key.

That’s where your content calendar comes in. Plan your content out at least a month ahead. Create a posting schedule week by week. And within each week, ensure there is variety to your posts. If you’re posting three times per week, consider making one post promotional, one a live video, and one a quick tip, hack, or fun fact. Don’t be afraid of having fun with your content, even if your vertical is perceived as stuffy or serious to the public. n

As originally published on Clearbridge Branding Agency is a digital marketing agency located in Glassboro. Visit

Digital Digest