Customer Experience, EXPERIENCE2020

EXPERIENCE2020 Series – Stay Relevant on the Facebook Newsfeed with Katie Lance

Katie Lance, who is the bestselling author of #GetSocialSmart, founder of the Get Social Smart Academy and all around Social Media Guru, kicked off the second day of Experience2020 with her keynote – How to Stay Relevant on the Facebook Newsfeed. During her session she walked attendees through some tips, tools and strategies that are making a big difference when launching and maintaining a strong social media presence for your business. This article will provide highlights from the session including her focus on these three things: Personal Profiles, Facebook Groups and Business Pages.

Personal Profile

Leverage your personal profile to stay in touch with past clients and to build better relationships online. 

This first step is to update your profile for what people see publicly. Make sure your title, brokerage and contact information is accurate and visible. 

Begin leveraging your personal profile, by connecting with your past clients and prospects. This can get overwhelming quickly, so stay organized by creating lists. You can create two lists:

1. Your clients – people you’re either working with now, or you’ve worked with in the past. If you’ve been in real estate or mortgage a long time only go back the last six to twelve months.

2. Prospects – people that you’re friends with, that you might work with in the next 12 to 18 months

Tip: Create your lists by going to:

Once you’ve created these private lists, the next time you go on to Facebook, instead of looking at your noisy newsfeed you’ll see your 10 client’s newsfeed. Take a few minutes to like, comment and engage with them. The reason this is so valuable is these relationships are built with small, tiny interactions over the course of time. Every like, every comment, every share, it adds up.

A big part of the success with Facebook isn’t just what you’re posting and how often to post, a big part of it is connecting with other people and being intentional. So, how do you show up in the newsfeed in 2020? How do you get your content seen in front of more people? You become more interested in others. 

Facebook Groups

At the beginning of 2020 Facebook spent nearly $6 million on superbowl ads promoting their Facebook Groups. This tells us that Facebook Groups is an area to pay attention to when thinking about your social media strategy going forward in 2020 and beyond in 2021. 

Facebook Groups can be really powerful for your business. They are a  great opportunity to build trust and to build community. Here are a few tips to successfully create and manage a Facebook group:

  • Welcome new members. Facebook sets this up really well for admins by letting you know how many new members joined your group in any given week
  • Schedule content in you Facebook Groups
  • Link your business page to your Facebook Group
  • Pin posts to the top of your Group’s page to highlight them
  • Share a post or video using it’s unique URL. 

Tip: Click on your post or video’s timestamp –  this will open the post in a new window. If you select and copy that window’s URL you can use it to share just that post other places.

Business Page

In recently years you may think Facebook Business Pages have become something of a relic. They are something most companies have, but rarely use.  This is because many times when you post to your Facebook business page you receive one, maybe two likes, leading you to think “is this really worth it?” The answer is yes!

Update and optimize your Facebook business page for success:

  • Have an updated cover photo and pinned content. It is recommended you change these every quarter
  • Set aside time weekly to schedule your content
  • Focus on quality content versus quantity 

You can build up your business page by posting quality and consistent content. It’s better to post less on your page, but post more quality pieces of content. When considering what content to post, originality is key. Here are three types of content ideas to get a higher level of engagement on Facebook:

1. Recorded Video 

2. Facebook Live

3. Graphics/photos

80% of people would rather watch live video from a brand then read a blog

Be Intentional

People do business with people they know, like and trust. Facebook and social media should not just be a box you check off. Keep this in mind when you are creating your social media strategy. They should be thoughtful, intentional and add value to your viewers. And remember social media is a marathon, not a sprint. What you do right now will affect your business three, six and nine months from now. 

Additional Tips and Tools:

  • Getting intentional with our time and our strategy makes a really big difference. 
  • Who you are is your brand
  • Celebrate your clients, by telling their story. There’s a lot of power in telling someone else’s story.
  • Facebook values quality over quantity as well as consistency – create a Content Grid or use this free resource
  • Use a transcription tool like to add captions to your videos. You can also use this transcription to create blog posts from your videos. 
  • Review your Facebook Insights on your Business Page to determine  when people are most interactive with your posts. This information can help you decide when to record a Facebook LIve session or post content

You can learn more about Katie Lance and join her Get Social Smart Academy by visiting her website: You can also receive more tips and tools from Katie by picking up her book #GetSocialSmart: How to Hone Your Social Media Strategy.

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