Getting real engagement on your Facebook page
Many Facebook page owners are disappointed with the results they are getting from their Facebook pages. Why? Sometimes because they think they’ll put up a page and their fan base will flock to the site, dynamically post content on their own and discuss it with their peers, all without much effort from the community manager (if there is one).
Hooey. This just doesn’t happen unless you’ve got a vibrant community and are expanding it to Facebook.
So what do you do?
- Quit broadcasting
If you tell me everything I need to know through your Facebook page, and it reads like your email newsletter, then that’s all I’m going to do. Scan it, extract information and move on.
- Quit marketing
If I feel like you’re streaming ads to me and calling it interaction I’m going to tune you out. I may scan the headline in my newsfeed, but unless there’s a hook to something for me, I’m not going to read further. I want to be talked TO not AT.
- Find out who I am
Did you ever go look to see who someone was after they fanned your Facebook page? I’m guessing that less than 5% of page owners, and maybe 50% of community managers would answer yes. What a missed opportunity to learn more about your market, what they like, and what value they might be able to add to your Facebook community!
- Like me back
Let’s say you sell photography equipment. Wouldn’t it be useful to you to know if your fans are photographers? What if you not only liked my Facebook page but shared my work on your page? What if you made a comment on my photo about how beautiful it was? I’d be grateful. I’d tell my friends. I might even buy something.
- Give me something to do
Photos and videos make us think, or laugh, encourage us to add a comment and share with our friends. Give me a poll (that isn’t a focus group question and I’ll give you my opinion.
- Gimme respect
Show enough respect to your fans to say please and thank you. To ask opinions and respect the answers. To feature case studies or examples of real people who have impacted you, your product or the world.
- Rinse, repeat
Doing all of the above once is not enough. You’ve got to do it over and over until it’s a part of your natural work-flow. The miracle happens when it’s no longer “work” but fun!