Social Media Engagement Strategy – Facebook (Part 2)

Facebook Engagement News FeedIn the past few posts I have written about social media engagement.  Don't take this lightly, it's important.  It is about conversing with your customers and your fans.  It does requires work, but what relationship doesn't?

To continue my series on social media engagement practices I'll finish up my list on how you can increase engagement on Facebook.  For most brands, especially B2C brands, this is going to be a huge market for you. When it comes to Facebook it is all about newsfeed marketing.  In other words, getting your brand and your content on as many people's newsfeed as possible.

To recap what we discusses in my part 1 of Facebook engagement visual media works best.  Think photos & videos & follow up.  Today we'll talk a bit about how to enrich your Facebook content and page to keep fans active & sticking.

 

HOW TO INCREASE FACEBOOK ENGAGEMENT

6. Encourage people to post on your wall 

While getting people to comment on your posts is highly effective, another effective method for engagement is encouraging their participation on your wall.   This is effective for 2 reasons. One, it opens up a dialog for your fans to communicate with other fans.  It builds a community between your fans, spurring common interest.  Secondly, it shows up on the newsfeed.  Like I have said before, it is all about the newsfeed.  People on Facebook are nosy.  This small act, allows the posters friends to see what he/she is doing.  Since Sally likes this brand, perhaps I should too.  In many ways, Facebook users are always trying to keep up with the Jones'.

You can encourage posting in many ways.  For example, if you have a fashion brand, you can ask people to share a picture of their favorite look.  You don't get, if you don't ask.  So, a simple request is all it may take.  Many times an incentive will also work.  Ask your fans to post something on your wall and they will receive 20% off.  If you have a physical store you can post a sign on your register or in the store somewhere.  Let them know you are a social brand and you will be surprised at the results.

A more sophisticated strategy is to use Facebook tabs which allow fans to comment/review easily.  Wildfire, a social media app & contest application (which I use and will go into more in future posts) will allow you set this up in a few clicks.  They have a ton of templates to chose from, which makes the designing side very easy.

 

7. Host a content - will get into depth here more 

Oh, how I love a good contest.  In fact, contests in the social media world, are a godsend.  Who doesn't love FREEBIES?  I know I sure do.  I sign up for tons of contests on Facebook.  Airlines like Virgin & KLM do contests extremely well, and you should head on over to their page for some inspiration.

While contests cost money to run and a little bit of legal jargon, they are relatively simple to use. Again I use Wildfire and will dedicate a whole post to contests later this week.

Contests are good for Facebook because they encourage sharing (sometimes for more entries) and encourage fan growth.  There are a ton of different types of contests to hold. Sweepstakes are the least engaging but will allow you for the most growth since the the entry level is the easiest.  I recommend doing something with user generated content and voting.  We'll talk more about this later.

 

8. Allow people to interact with your site through FB

People are spending more time on Facebook than any other site, or at least it seems that way. If you can allow them to interact with your site without going to your site you are in good hands.  Again the way you do this is through the use of tabs.  I use Static HTML: frames tab.  Search for it in the apps.  The reason I like this app is because you can import your URL and it does the rest.

 

9. Cross pollinate other social sites on FB though tabs 

Again, it is all about the tabs here.  You can stream your Pinterest, Instagram, Flickr, & Twitter feed through your Facebook page.  Why not grow your other sites as well all in one place.

As I have talked a lot about tabs in this post, it is apparent that a "all about tabs" post is necessary.  Stay tuned for that.

Here are my last posts in this series for your review.  In my next article I will discuss ways to increase engagement on Twitter, G+, and Pinterest.

Social Media Engagement Strategy - Overview

Social Media Engagement Strategy - How To Increase Engagement on Facebook (Part 1)

Social Media Engagement Strategy - Twitter Engagement

Social Media Engagement - Pinterest 

Social Media Engagement Strategy - Google Plus (Part 1)

Social Media Engagement Strategy - Google Plus (Part 2) 

How do you increase engagement? What have I missed?  I'd love to hear your thoughts in the comment section below.

 

Stephanie Frasco

Stephanie Frasco, VP Social Media Marketing, started helping businesses get results with social networks before Twitter even existed! Stephanie has worked directly with high profile clients like Oprah, Atlantic Records, Dashlane, The International Culinary Center, & many more. She specializes in helping business owners and marketers find massive ROI by developing targeted social campaigns focused on *engagement strategies* that work!

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Stephanie Frasco - March 27, 2013 Reply

How do you increase engagement on Facebook? What have I missed? Do you find your fans respond better to a certain type of content?

Dee Dee - March 27, 2013 Reply

Hi, Stephanie!
I read all three parts of your articles on Social Media Engagement Strategy. As usual, GREAT! My questions are: If someone is a VERY private person, such as I am and still wants to promote a business, how can one protect privacy and still effectively promote a business?

I know that pictures can be effective. I however, don’t really like my MUG out there. It makes me uncomfortable. Now I will say that it is a decently attractive mug as far as mugs go but I just don’t want to “Put it out there on the front porch” if I don’t have to. Are there any viable alternatives? That’s bad enough #1. On to bad enough #2 – making a VIDEO of myself!?! I’m twitching as I type!! Can I use someone else’s mug? Put someone else in the video? Hey, maybe “Claymation”? I think it’s making a comeback! But seriously, what alternatives would there be for someone, as I am, a social media cretin?

    Stephanie Frasco - March 27, 2013 Reply

    Hi Dee Dee! Thanks for stopping by again. 🙂

    You can promote your business as a fan page and that way you don’t have to use your personal account. This is a simple one. As for the pictures you don’t have to post them of your self, they can be of something related to your business, your product, a quote you like, a home, main street USA, whatever. All that matters is that the picture is relatable and doesn’t fall out of left field. Same for the video. You can do a screencast video, which is your voice, but not your face. You can do a slide show presentation as a video and again use your voice, but not your face. Claymation is an awesome idea! Do it! I want to see your claymation video for sure.

    Hope that helps!

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Jennifer - April 4, 2013 Reply

The business page I manage has 7,926 fans, but my posts “reach” only a few hundred. I know that more engagement leads to more reach, but I need to learn how to reach more to get more engagement. Any tips?

And thanks for the Wildfire tip — I’ve been trying to figure out how to go around Facebook’s policy of asking fans to post on your Wall and contests and such.

    Stephanie Frasco - April 4, 2013 Reply

    I love promoted posts. I’ll do a post on that later and explain the benefits. But beyond that contests are great. I love wildfire. Also encouraging users to share your content helps increase your reach. I’m posting an article about contests tomorrow. Hope you will find it interesting. Thanks again for reading Jennifer. I checked out your blog. That’s great way to drive organic traffic. Who writes it?

      Jennifer - April 4, 2013 Reply

      Thanks for checking out the blog — we have a small social media team, so I write a weekly post, and a designer/writer contributes most other days.

      I look forward to reading your post about contests, and I’ll share with my team your suggestions for Promoted Posts.

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Miyuki Pleece - December 6, 2013 Reply

thanks for the enlightening articles. i found you as I was searching for tips on running a FB contest. thanks again

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