In brief: The Facebook wall, or feed, is a continuously assembled stream of posts, adverts and recommendations. The platform determines its content and order according to the user and its own rules.
How I use a Facebook wall in practice
In practice, I use a Facebook wall as one link in acquisition. Before launch, I decide whom I do not want to reach, which proof the offer needs and how I will recognise a relevant response. I continuously monitor search queries, placements or comments by channel and feed findings back into both content and offer.
What to watch for
A cheap click or broad reach is not success in itself. It is easy to optimise activity on a Facebook wall that does not bring the right customers. Be careful with automatic platform recommendations when you do not know the margin, capacity and limits of the brand.
Questions for decisions
- Who do we want to reach, and whom should we exclude?
- Which hypothesis about the offer or message are we testing?
- What happens after the first response, and who owns that step?
- Are we measuring customer quality or only activity in the channel?