This week, Facebook began implementing a new feature that could greatly extend your company’s reach and exposure on Facebook. Now, if you tag a company in a post on your business (brand) page, that post can show up in the news feed of your followers as well as the tagged brand’s followers. So, if your company page has 2,000 followers and you tag a brand page that has 10,000 followers, you could potentially reach all 12,000 followers – in theory. Before you get too tag-happy, though, read these five important tips for using the new feature.
Before You Tag
To tag a brand or company, you must first be using Facebook as your company page. To do this, go to your company Facebook page and click on “Edit Page” at the top of the screen. In the drop-down menu, select “Use Facebook as [Your Company]”. Then, go to the page of the business you want to tag and “like” that page.
How to Tag
Once you have “liked” another company or brand page, you can tag them in a post by typing “@” followed by the name of the company’s Facebook page. For example, if you want to post a link to an article from Travel + Leisure Magazine’s website, simply create your Facebook post as normal and mention the brand by typing “@TravelandLeisure.” If you have “liked” their page as described above, Facebook will probably auto-populate the tag for you as you begin to type it.
Who to Tag
Don’t just focus on tagging companies that have a ton of followers. Tag companies who have a following that is made up of your target audience. For example, if you are a vacation rental company and you tag Coca-Cola, you’ll tag a company with nearly 80 million followers. However, there’s no way of knowing how many of them are interested in traveling. If you tag Travel + Leisure Magazine, you’ll only reach about 302,000 people, but it’s more likely that audience will be interested in the content you provide on Facebook. Keep in mind; you are more likely to effectively increase your reach if you focus on tagging companies related to your target audience than if you just tag a company because it has a lot of followers.
How NOT to Tag
Don’t turn this tactic into spam! Only tag a company when doing so adds value to your Facebook post, and don’t do it in every post. This is important for many reasons. If brands begin to abuse the option, Facebook could take the feature away. Additionally, you need to post a variety of different content on Facebook to keep people engaged. When you post a link to an article or you share another company’s Facebook status, it makes sense to tag that company. But you should also be posting images, videos and other types of status updates that would not warrant tagging another company.
Keep in mind, just because you tag another company doesn’t automatically mean everyone who follows that company will see your post. Your posts will still be subject to Facebook’s algorithm, which determines whether your posts will show up in people’s news feeds based on a wide variety of criteria. That criteria includes: how often someone interacts with your page and/or the page you tagged; the number of likes, shares and comments a post receives from the public (especially from your own Facebook friends); how much you have interacted with this type of post in the past; and whether or not people on Facebook are hiding or reporting the post. To ensure your content has a good chance of being seen, make it interesting, helpful and engaging.