6 Ways to Increase Engagement on Your Facebook Fan Page
Navigating the social media landscape can be challenging for
many businesses. Facebook users
understand the logistics of communicating and sharing content with friends for
personal use. However, professionals tasked with using Facebook to grow their
business, at times, find themselves at a loss. With over 500 million global users,
it’s fair to say Facebook is here to stay. Below are seven best practices for engaging
consumers on your Facebook Fan Page.
1. Cast a Wide Net – Draw people to your
Facebook Fan Page with unique, interactive and targeted content. Never post
identical content on your site and Facebook page. For your Facebook fans give
it a fun, more conversational twist that engages your audience.
2. Keep the
Messaging Consistent – Changing up the content will keep people coming back
to your page, but don’t start from scratch. Leverage existing resources and
notable assets on your Facebook page. By including familiar content, images,
people and messaging, it helps reinforce the brand, keeps messaging consistent,
and prevents laborious implementation timelines.
3. Social
Metrics –Fan
count is an important benchmark when measuring Facebook ROI. The gradual
increase of your fan base is a good way to gauge if your social media campaigns
are working. You can also apply “fan gating” which requires users to like your
page in order to join a contest, sweepstakes or receive exclusive Facebook only
offers. Your “Welcome Tab/Page”
should have a strong call to action, and offer an incentive for “liking” your
page.
4. Create Engagement through Competition – People like free stuff, especially
in this economy. Drive engagement through competition and entry deadlines.
Offer limited time only promotions, contests, discounts and sweepstakes. The
deadlines create a sub-conscious motivator for users to take immediate action.
- BONUS
TIP: Offer unannounced promotions and sweepstakes, this does two things.1) Drives one –time “likers” into regular visitors if they know new, fun
specials are at their fingertips. 2) The element of surprise keeps people
coming back to your page in anticipation of what the offer might be that day.
5. Comments:
Controversy Versus Conversation – Facebook is a platform that promotes
two-way dialogue. Shutting down your permission settings means loyal fans and
happy customers cannot tell the world how awesome you are. There are a variety
of tools that provide instantaneous moderation. These tools allow you to plug
in a predetermined list of “Bad, Good, and Moderate” keywords, and alert page
admins whenever any comment that falls into that list is posted on your wall.
6. Real-Time
Influence – The Facebook newsfeed is without question the most important
component of Facebook marketing. Publish updates daily, even multiple times
throughout the day. Don’t push salesy or spamming content, and if you are
repeating an offer change up the language and delivery. On average, the typical
Facebook user checks their newsfeed 5-10 times a day. Just as Google has a
search algorithm to assign authority to search results, Facebook’s newsfeed
also has an algorithm. People who interact and click on your content will keep
seeing it. Users that don’t interact with your content or page will soon see it
disappear from their newsfeed.