How to Write a Facebook Post that Your Audience Won’t “Hide”

In the world of public relations, I’m sure we’ve all gone through our Facebook News Feed more times than we’d like to admit, for both professional and personal purposes. Unlike traditional news websites, Facebook always has the most random of news feeds providing you everything from updates on major business deals to completely useless updates on the status of your friend’s morning line at Starbucks. Some people “like” statuses more than others, but rarely do we comment on anything unless they are posting about a topic close to our hearts like the controversy over the How I Met Your Mother finale.  So if we’re more likely to ignore or “hide” a status that doesn’t interest us, what topics should we stay away from so no one ever wants to “hide” our clients posts? There are actually more topics or factors to it than you may realize.



Of course, you can be excited about your new launch or post a few quirky, funny photos to attract new followers, but in the world of fashion public relations, try to stay away from sadness, anger, or guilt. You do not need to post about illness or post any modern version of a chain letter. We all hate them and want to immediately “hide” the post. Also, stay away from random angry rants, especially with no context. Nothing’s more annoying than a random post saying, “I hate life!” It just begs for attention because you have no idea what is going on and it’s completely inappropriate.


Even if the new clothing line you are promoting is awesome because it’s vegan, it doesn’t mean you have to post photos of how the animals are killed for other clothing lines. Posting pictures of your client’s products and sharing the statistics of how many animals the client has saved by going vegan is a much better approach! The same approach applies to religion and urban myths.  Not all of us share the same beliefs so it’s best to keep the posts as neutral as possible.


Unless there is news that is necessary to address because it has made national headlines, always try to keep your personal and professional life separate. You may be having a bad day because your grandmother passed the night before, but don’t post about it on your brand’s page. Feel free to post on your own page, but don’t share your sadness with your business’s audience. Fashion is about making life more fun through expressing yourself so keep the topics as light as possible.

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When it comes to social media, it’s about keeping it classy and keeping the quality high. I’m sure you all have unfollowed friends because they only complain about their days, but you still follow friends who actually use the platform to keep in touch with you. That’s how you should view your business page. Keep it simple and engage with your audience. As long as you know what your audience loves to talk about, posting on Facebook can be really fun and you can learn a lot about what they want to buy. The best way to find out what they want is to ask them directly.  Just ask nicely.

How to Use Social Media To Grow Your Audience

Social media is one of the easiest and most fun ways to promote your company. Most everybody uses at least one social media platform, if not multiple, so it can be very easy to promote your company without much time or money. The average American checks social media even more often than their email so it’s practically a no-brainer. This doesn’t mean you have to post 1,000 word blogs twice a day. You can simply post a tweet that will start a conversation with your followers, post about a promotion, or just post a photo that’s relevant to your business. As long as you’re consistently active with your audience, they will be loyal. But if you’re a new company, how do you gain an audience? You will need to answer the following questions for yourself.


Do you want to improve sales? Do you want to raise awareness for an organization? Do you simply want customer loyalty for your business? Figure out exactly what you are going for, perhaps a combination of them all and zero in on your approach.


Age range, gender, personality-type, line of work, hobbies. These are all factors that you will need to know. If you are pitching high-end jewelry, you are not going to want to follow women under 25 or their outlets. Your customers are women who are married or in committed relationships, make a combined household income of, at least, $75,000, and are probably not the outdoorsy type. They love to shop, appreciate the luxuries in life, and like to look good on a regular basis. Think about the places they would shop, eat, and hang out and you have your audience.


If you do not know how to find your audience, check out the competition. See who they follow and see who follows them. Most likely, they will be customers, outlets, and people who admire the product so they will be easy to win over. And of course, the more followers each of them have, the more eventual followers you could have as well.


It is common to link profiles so your posts go live on two platforms.  You reach more people in less time so who wouldn’t choose that? But sometimes it’s better to differentiate your posts to make each of your profiles unique. Use Facebook for longer posts and conversations. Post anything from photos to notes to anecdotes. Use YouTube for video campaigns, interviews, and even Q&As with your followers. Use Tumblr for fun quotes, blogs. Tumblr is more of a journal or scrapbook platform. Pinterest is for photos of your product as well as things related to your product. If you are selling high-end jewelry, create boards of your latest collection, your favorite gemstones, the inspiration for the line, and even other designers you enjoy. Always use LinkedIn for anything more formal or business-related. Partnering with a new designer for a special edition line? That’s the place to post the press release.

And most importantly…


Your audience isn’t going to grow if you pretend that they are invisible. If someone comments, thank them. You can also try giving incentives such as coupons, free products or services, or a sweepstakes. If you give a follower a chance of winning a free necklace for simply commenting on the photo, you are going to get a lot more comments and, eventually, more loyal followers. Whatever approach you decide to take, never ignore a customer, especially an unhappy one. No one wants bad press and it is usually very easy to please the customer with just an apology.