Social media is a great place for almost every brand to communicate with their customers. It’s undeniable that social media can make a huge impact. In this article we’ll explore this phenomenon. We’ll describe how it works and how to make your eCommerce beneficial from it.


Facebook is still the most popular social media platform that is used by over 1,01 bn users all around the world (in Poland we have about 20 mln active users). But there is a question, do you really know how to use all Facebook abilities? How to run eCommerce page on Facebook to make your e-shop more profitable and recognizable? Below you’ll find 5 universal tips that will make your Facebook strategy more effective!


1) Human is a social animal – even on the Internet


Aristotle described human as politikon zoon that means “social creatures”. That explains why Facebook is so popular. In one place we have news from all around the world, gossips about celebrities, information about local events, all our friends with which you can exchange opinions and reflections. Connecting these and many others functionalities, that used to be divided to forums, chats and portals, made Facebook a tool that nearly everyone loves.

By coming to the blue side they become up to date and can have constant contact with their friends like never before.

You may ask what all this has to do with your company fanpage. Unfortunately, many eCommerce owners still treat their e-shops fanpages only like place to put ads. They attack users openly only with content that has to sale (in simple words- only with ads). In addition they put there only a photo, name and a price of a product, nothing more.

The main Facebook purpose  is to create different communities. You can successfully create one based on a product or a service. However, it’s hard to create a group of fans when your communication strategy is based only on call-to-action posts. Remember, creating social media strategy you have to inform, engage to create community. A purpose to sell shouldn’t play a main role in it.


The social network

2) Who are your fans?

It is not possible that you won’t find on Facebook people interested in your industry. Remember- 1’000’100’000 active users per day! In that ocean you’ll definitely find your potential customers. But there is a question- who are they and how to get to them? In the beginning use Facebook statistics or external tools or reports like Sotrender.

The best way to describe your potential customer is to create a buyer persona for a particular situation – in this case Facebook user. We won’t define it again – here you can find detailed description of buyer persona creating process.

You specified your target and created buyer personas of potential clients. Your target is limited to a particular group of clients and you know what are therir needs and desires. That’s first step in building a social media startegy. Now, it’s time to describe your goal and get to know how Facebook works.


3) What is your goal?

Of course, you want to increase your sales. And you shouldn’t hide it! I know I just told you that you shouldn’t use fanpage to present ads. Let me explain.

Implementation of marketing strategy is pointless when you don’t think about increasing sales. Your social media activities should support sales, but in a way that customer won’t treat it like just another ads.



The main goals for e-shops activity on Facebook are:

  • to increase brand recognisability
  • to build positive eCommerce image
  • to become an authority in particular industry
  • to support content marketing strategy
  • to achieve customers’ loyalty
  • to increase number of interactions with customers
  • to increase number of visits in your shop
  • to deepen relationships with customers and to make them your ambassadors
  • and much more

Which one of this goals is suitable for your e-business? Do you have to choose only one? Every business is different and none knows your e-shop better than you. Choose 3-4 goals and make one of them your main (don’t include ‘increasing sales’, because it’s obvious’.

4) Next step in building your social media strategy.


a) Analyse your environment

Next step that is crucial in building social media strategy is to analyse your environment. You can use SWOT analysis and do research on your competition actions in social media. Write down risks, opportunities, strengths and weaknesses. Make a list of their actions and analyse which one was right, which wrong.


b) Content

Information that you collected are crucial in analysing your competitors actions. It’s high time to ask yourself what content should you post to engage users and how often.

  • Think about big idea for your fanpage. Do you want to educate? Entertain? Solve problems?
  • What is the best form of communication for you? Social Media Week conducted a research on that. Its results show that videos, images and promotions are the most engaging form of content. Don’t forget to share also articles from your blog (more about why blogging is so good for eCommerce here), reviews and infographics. What form is the best for your eCommerce? You can test various of them.
  • Consequence – choose your visual theme and stick to it.
  • Make a post publishing calendar. Facebook likes and rewards regularity. Remember that a quality counts more than quantity. Only two posts per month is not enough, but ten per day is just too much. Find balance.
  • Include call-to-action in your posts.
  • Check statistics to find out what time is the best to post.


Make a strategy

c)  Optimise your spendings

Preparing marketing strategy for social media you can’t forget about planning your time and material usage. Measure how much time your employees have to spend on preparing content and running your social media profiles, add costs for advertisements and external tools. Creating budget plan will help you in measuring ROI.



5) Last but not least


Some general tips:

  • Reply to comments and messages. Do it as quickly as you can. Remember that your customer can check it. The shorter that time is the better image of your eCommerce will be.
  • Don’t delete comments. If you do it, it’s the easiest way to achieve bad reputation. Try to avoid any crisis.
  • Fill in information part – make sure your contact details (e-mail, phone number, link to your website) are there.
  • Speak to customers! It’s essential to build a community.
  • Share good quality photos and graphics. Check your profile and cover photo, and of course your content.




All these tips will help you achieve a marketing success on Facebook. However, that’s not all, you also need to know how to use ads, remarketing and shop function. But we’ll discuss it another time.

Good luck in building your social media startegy! Maciej Sowa – WAYNET Marketing Manager