IN the intricate web of social networking sites, millions of applications and digital platforms, there is a reason Facebook still manages to be a powerful magnet for worldwide connectivity, especially in India. Not only is India the second largest country on Facebook globally with 148 million people active users on a monthly basis, it also has two million small and medium businesses (SMBs) on Facebook as of October 2015.
“Interestingly, the number of new women-owned SMB pages on Facebook in India has increased approximately six-fold in the last four years (between 2012 and 2015),” said Ritesh Mehta, Head of Economic Growth Initiatives India, Facebook, on Tuesday, armed with facts and figures. Mehta was speaking on “The Boost Your Business Program” hosted by Facebook in collaboration with shethepeople.tv founded by Shaili Chopra.
For the uninitated, “The Boost Your Business program” is a high energy meet that helps women entrepreneurs gain expertise in various fields that can benefit them in running and scaling their businesses, especially by capitalising on digital platforms like Facebook. “Women entrepreneurs play an important role in the growth of the Indian economy. The objective is to help women build a successful social brand and utilise their technical resources efficiently,” points out Chopra, whose shethepeople.tv is a video and digital platform dedicated to women.
As Mehta, who is on a ten-city tour with Chopra, conducted his session at JW Marriott on Tuesday morning on the perks of being on Facebook, he explained how technology removes a lot of barriers and in a way, empowers entrepreneurs, especially women who can run a business from anywhere using FB by optimum utilisation of social media, connecting with new customers and expanding their horizon.
“The upside of a platform like Facebook is that one brings their authentic self to it. The networking effect is strong and its reach is immense and personalised,” said Mehta, adding how coupled with Instagram, the boost to business is phenomenal.
When asked how one can start and scale a business using just Facebook, Mehta had all the answers.
“Some of the best practices would be to post videos of 1-1.5 minute duration with value proposition clear in first 15 seconds,” said Mehta. Because people check newsfeed at least 14 times a day on an average by going online on FB, be clear of your business goal. “One post should have only one goal, don’t mix,” he advised. “Once the goal is set, identify your audience and modify the post accordingly,” he added. From picking a theme, tagging people on photos “because everyone loves to be famous”, posting pictures of one’s production line or workplace to featuring unusual and quirky things about products, Mehta gave powerful tips on how to leverage one’s Facebook account for business.
“Be up to date with analysis for that will help you modify your strategy. Also, regional language content is becoming higher on FB. Use multilingual language strategy. Focus on engagement, and the algorithm will help you more when you engage with your posts,” concluded Mehta.