A question we hear a lot: “I’ve rebranded my business – can I recycle my old Facebook page?”

If you run your own business, you will know that things change – ALL the time!  In order to keep up with development’s, or stay in line with your offerings, you may choose to re-brand or rename your business at some stage. We wont go into reasons why you may choose to rebrand, but once the decision is made there are loose ends that you need to tie up including getting you social media channels in line.

For this article we will be referring to Facebook only and the process in which you can utilise the platform to assist with your rebranding. Firstly ask the question, am I:

a) changing my offering completely or
b) providing the same or similar service or product and upgrading the brand aesthetics.

If your answer is “a” – START FRESH. You may have a Facebook page with 10,000 fans (that you’ve worked so hard to build up!) but the fact of the matter is that these people “liked” your page or joined your community because they were interested in a product, service or idea you were offering. By altering your offering completely, trying to utilise this community for your future endeavours will most likely result in low engagement rates, skewed reporting (due to disinterest amongst fans) and user displeasure.  Even if your target market is roughly the same as before, these people didn’t sign up for your new product or service. Social media is about allowing consumers to have choices in what they see on their newsfeed and coming in the back door (so to speak) can cause a feeling of mistrust towards your brand. Start a new Facebook page.

Alternatively if your answer is “b”, and you are simply changing the name and branding for your business yet offering the same product or service – you can recycle your Facebook page (provided the rebranding hasn’t altered your target market too dramatically).

Steps to rebranding on Facebook:

  1. The first thing you will need to do is let your community know what is happening. Post about your rebranding for at least a week leading up to the changeover. Create excitement around the rebrand.  Have people guessing what’s going to change by sending out a series of teasers.  This will enable you to hold their attention and gain their acceptance once the rebranding has taken place.  If you rebrand overnight consumers may feel betrayed and they wont recognise the new brand as something that they have a loyalty to – which you’ve worked so hard to build up!
  2. Rename your page. Facebook will allow you to do this ONE time without any issues – so make sure you get it right! You will find the option to change your page name in the “About” section under “Page Info”. If the new name is significantly different to your previous name you may need to supply Facebook with some documentation proving the location or business credentials.
  3. Reintroduce yourself to your customers! Let them know that you’re the same old donkey with a new lease on life. Highlight areas that you have improved on and any new offerings that may enhance their experiences with you.
  4. Use your new branding material (colours, logos, slogans etc) on the majority of your posts so that your old fans can familiarise themselves with your new look.
  5. Keep it consistent! Don’t upload material with your old branding on it.

Image below shows where to find the “Rename your Page” option.

Facebook page likes! The more the better right?! Not always the case.

A higher page like number definitely gives your business more credibility, but the most important thing is to establish quality over quantity. It is much more beneficial to have 1000 fans who are passionate about your brand and love to interact with you, and tell others about you, than 10,000 fans who rarely interact who are unlikely to convert to real life customers (i.e if you’re a restaurant in Brisbane and 1/3 of your likers are based in India!).

There is a difference between “buying likes” and paying to promote your page.

BUYING LIKES: You have probably had emails or private messages offering you 10,000 new likes for only $29! This is what is referred to as “buying likes”. DONT DO IT – RUN FOR THE HILLS! If the promise actually comes through (a lot of the time it wont) and your page likes do increase, these likes will likely be linked to fake accounts, the majority of which will be hosted overseas. These are not real people, let alone people who care about your brand. “But what if…” I hear you question “What if I just use this to get the ball rolling and I will grow my real database on top of this, with all of that extra credibility from having a high fan count!?”. In hindsight, that sounds like a great idea, but lets discuss what effects that will have on your Facebook presence:

  1. Any analytics will be skewed, vital data that you require to better know your audience will not be available to you due to the number of purchased likes. For example, if you want to know what percentage of your fans are female or what time they are most likely to be online.
  2. Your content will reach fewer of your “real” people. Posts only organically reach around 12% of your fan base – if this 12% is populated by fake likes, there’s minimal chance of a real potential customer seeing your content!
  3. If you are familiar with Facebook algorithms, you will be aware that the more engaging you are on the regular, the more likely your future content is to gain a wider organic reach. If the majority of your fans are not interacting with you (which they won’t be if you’ve purchased them), your future reach will be hindered.
  4. It is a lengthily process to get rid of these likes once you have purchased them and combined them with any “real” likers (an article for another day).

So, what’s the alternative? Assigning a budget to expanding your community is still important, but let’s look at doing it the right way – with PAID ADVERTISING.

Facebook advertising is a highly developed and very efficient medium when used correctly. To increase your page likes, you will want to run a “promote your page” advert. The most important thing to get your head around when utilising Facebook advertising is targeting. This is where your “quality” likes are sourced.

By effectively targeting your ideal audience you:

  • Minimise costs by not advertising to those unlikely to interact with your brand
  • Create the ideal audience for your brand
  • Increase likeliness of user interaction
  • Can create adverts especially for your target (eg. 39 year old women looking for somewhere to host her 40th birthday party)
  • Enable you to make use of future tools like creating a “lookalike audience”

Although this method may take a little longer than buying likes from unknown sources, you can be assured that your fan base is 100% genuine and likely to convert to customers. Much more promising!

We will further discuss targeting in “How to Create a Highly Targeted Facebook Campaign”.

For advice on Facebook advertising please contact info@cliquesocial.com.au