Social media tips for business owners

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Advertising on Facebook is a very important tool for connecting with your audience.

Facebook’s algorithm is constantly evolving: everything is designed to keep its users inside the platform as much as possible.

You probably have already noticed yourself, if you have a business pr blog page, the organic reach of a post without links (outside Facebook, for example to your website or your blog) is higher.

The organic reach of Facebook’s business pages is continuously falling, but Facebook is not a dead social media indeed. And which social media to bet then?

Facebook or Instagram?

There is no valid answer for everyone! It depends on what time of the customer journey you reach your potential audience. Facebook is full funnel or serves to capture the customer in all its purchase phase (customer Journey).

Instagram, on the other hand, being very visual and impactful, is useful in the brand awareness phase. So, know that there is not a single answer, except that it depends on what your goals are!



When you create a post there would be nothing easier than sponsoring the post that Facebook suggests, Set up an automatic campaign for only 5 €, but it’s not worth it.

What to DO: choose instead to set up your sponsored post by the Fb Business Manager.

From the FB manager you can also choose to sponsor an already published post (both on Fb and on Ig) but with many more possibilities to choose and define your target. Also in this way you will have a detailed report and a greater clarity on how you are spending your money.

In addition, by doing so, you can transfer all the engagement under a single post that also appears in the feed or on the page.



Are your Facebook campaigns running 24 hours a day, 7 days a week, reaching your target audience regardless of time or day of the week?

While analysing the Facebook ad accounts, I noticed that there are always a few days and hours that perform better than others. To find out which days of the week contribute to most conversions with the lowest CPA, go to the Facebook Ad Management reports and use the Subdivision menu to split your campaigns by Day.

You can use performance data from multiple Facebook campaigns to find out the best time to post. After that, you can set your campaigns on a personalised schedule, so that you can only reach your potential customers at that moment with maximum return.



DON’T – Set up a daily budget When setting up your campaign / ad, you can choose between two options: Daily budget or lifetime budget.

DO – What to do: selecting the lifetime budget is the best option especially when you have a low budget and need to control and optimize your spending.

With the lifetime budget, you leave Facebook the opportunity to work on the targets that work best regardless of daily spending, knowing that you will not exceed the maximum spending ceiling. This means that Facebook will adjust and spend most of your money when it hits most people.



There is a 20 percent rule for using text on images on Facebook. You find a grid with the specifications when you are in the last section inside Fb manager, which is dedicated to the creation of the post.

This rule is no longer so strict, however text entry may decrease the coverage of a post. It happened to me several times that I had to turn off an ad and upload a new visual because it wasn’t performing well.

Also, if there was too much text, the post could even be rejected by Facebook.

What to do: make sure that the title and message are in tune, and that they communicate the goal of your campaign.

Pay attention to the format of the images: set the right one based on where it will be displayed. 16: 9 (cinema format – for example Youtube videos) around 9:16 (Stories format on Instagram) or 1: 1 the classic Facebook post image.

And follow these directions for the best format:


Title: 25 characters
Link description: 30 characters
Message text: 125 characters
Campaign goals: all except video views


VIDEO ADS: Title: 25 characters
Link description: 30 characters
Message text: 125 characters
Campaign goals: all except catalog sales

Text: no character count set. Try to leave 250 pixels without text at the top and bottom of the ad.
Campaign objectives: engagement, messages, catalog sales, traffic to the site
Title: 25 characters
Link description: 20 characters
Body of the text: 125 characters
Campaign goals: all except engagement and videos.



Not sure which image works best on your target?

It has three or more images and you don’t know which one to choose?

DO: You can set the dynamic ad (it’s an option that Facebook offers you when you are creating the creative part of the post); in this way you can upload up to 6 images and five text options, and Facebook will combine them based on those that perform better and reach more audiences.

DO: If you are an online store, with different brands and products, you can use the carousel function: in this way whoever sees the sponsored post, can scroll through the different images



DON’T – Never lose sight of your audience Choosing the target is the most important part of your campaign. So use it wisely.

DO: be very selective in your targeting. When you set up your audience, Facebook gives you an estimate of people you can reach. And a color bar, from red (which means it’s too selective) to green, which means it’s broad.

The bar must be in the middle, neither too broad nor too narrow. If you see that the sample is too large, narrow it down by adding interest. Randomly shooting in the pile is not convenient and you only lose money. If you set up your audience well, your sponsored post will be shown only to those who are very interested in what you propose and therefore more easily will become a customer.



DON’T – Don’t write too much You don’t have to write a novel to get your prospect to see and linger on your post.

DO: Write the right one, get to the point. Offer something in return, get them to click on your post. People often need an incentive to click on your post.


Francesca Sparaco

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Social media is an important part of the content marketing strategy for a business: it’s the key to create a stronger bond with the audience.

It doesn’t matter if you run a small local shop or a big national company.

Social media is an essential piece of your business marketing strategy.



When I joined the blogging world about 4 years ago, things were already starting to evolve and change.

At that time, Instagram had barely picked up steam, Snapchat was unpopular, Periscope and Facebook Live didn’t exist, and Pinterest was still getting legs.

The difference? Most of the biggest social media sites only grew in popularity over the past few years. And video (especially live video) only recently made its big debut.

In my opinion, this caused a lot of overwhelm and “squirrel” syndrome because so many new things popped up at once. It went a little something like this…

I should be on Instagram? Looks fun! DONE! 

Oh, and Facebook groups are cool now? You know it!! I’m there!

And Pinterest isn’t just for recipes? Okay, I can do that, too!

You get the idea. 


So, you move on to the next platform over and over again, eventually realising you’ve accumulated 10 different channels that all require your time, but aren’t delivering the results you were promised. 


So, DO you need to be on every platform? Spending hours per week on social media?


So, instead of being on every single platform, go deep on 1-2 platforms so that your audience really gets to trust you and your brand and knows that they’ll get quality content every time they see your username pop up in their feed.


Here are a few things I’d consider…

1. Where is your audience hanging out most?

This tip is the most obvious, but it’s true and worth mentioning. If you’re trying to build a business, then you have to get over the hump of only wanting to use social media platforms that feel comfortable to YOU.

I’ve heard plenty of people say that they have no idea how to use Instagram Stories or Snapchat, even though they know their target audience loves those platforms.

Bottom line: don’t just go hard on a platform just because YOU enjoy it. Do it because you’re invested in creating a community for your audience, too.

2. Incorporate video. 

Whether you love it or hate it, video is the evolution of digital content, and at this point, it’s hard to disagree.

Pretty much every popular social media platform — Facebook, Instagram, Snapchat, Twitter/Periscope — heavily incorporates video (and often live video) into their features.

So, when you’re trying to figure out which platform to hop on full force, consider which one you can rock video on in a way that feels comfortable to you.

Some ideas:

  • Facebook Live
  • Instagram Stories
  • Uploading videos (or FB Live clips) to your Instagram feed
  • Twitter’s live video feature
  • Snapchat

3. Which platform accentuates your brand?

If you’re a graphic designer, Twitter may not be your bread and butter. But Instagram might work since they’re largely visual.

If you’re a motivational speaker, you may find it more worthwhile to do twice-weekly Facebook Live classes than to post recycled quote images on your Instagram, because you know that will speak more deeply to your audience.

It’s not only about your preference, but also about which platform brings out the best of your brand.



Social media CAN help you grow your list and sell more products or services.

But in my opinion, the MAIN goal of social platforms is to connect and engage with your audience. 

So, instead of thinking of social media as a way to “convert” people, think of it as a way to build a deeper bond with someone.

Don’t just try to grow your number of followers because that somehow seems important. Focus, instead, on creating quality content and engagement on just a couple of platforms, and the community will come.

Social media have also successfully broken down barriers between companies and their customers. Now, instead of calling a customer service line, many people turn to Facebook or Twitter to solve problems or find information.

Customer care with a responsive and caring reputation, is a powerful way to offer support through social channels.



Social media can be a fabulous tool for brand awareness.

But it is not an email list.

And it will probably never directly bring you the same results (revenue-wise) that an email list can.

So, first and foremost: focus to grow your email list with some valuable content each week.

And then move on to social media. But like I said, just 1-2 platforms where you can be engaged and intentional, rather than spreading yourself too thin and connecting deeply with no one.

If you want to start a newsletter or to create lead magnets for lead generation, or simply want some tips to grow your email list, please get in touch.


With love