Creating Facebook Engagement

Well, ‘See’ has absolutely plummeted. I’m like everyone else. I’m in the same boat. My organic reach, in late 2013 I had over 120,000 fans and my posts were reaching an average of 50,000. As of this year, in the last few months, late December, January, February, we’re looking at an average reach of more like 3,000. That’s a massive deep dive, as you can see.I just pull out all the stops. I do all kinds of creative things. I post something a little controversial now and again. I boost one or two posts and then we’re back up to more like 10,000 or 15,000 average reach. It just varies. I’m not able to get back to that 50,000. That’s for sure, not organic.
Of course, my clients’ experiences are the same. Everyone’s struggling to remain relevant on Facebook and bring back message amplification with Likes, Shares, and Comments because it’s hard to ignore 1.2 BILLION users.
Like Mari, I’ve switched from using “Boosted Posts” to using the Power Editor to share promoted content on Facebook. I recently posted instructions for optimizing Facebook ads using the power editor, so take a look if you missed it. I also mix up promoted posts with sidebar ads because they’re more targeted at sending traffic to your website. Of course, for those with the right technical skills, you can integrate Facebook with your website so folks convert right on Facebook.
In addition, I echo Mari regarding the content of messages you share on Facebook — keep them valuable and personal. Remember, consumers get warm fuzzys from your PEOPLE not your brand, so let your personality shine through and encourage employees to support your Facebook efforts.
Creating Facebook engagement also means posting regular, consistent, and frequent messages. I actively share content from other thought leaders on my clients’ pages. Facebook is about building community, so why not build community with others in your space.
And call-outs to your community help build engagement. All you need do is select leading members of your community and use their first name in your posts — enter their name and select the right person from the options Facebook provides (back out their last name as first names are more personal). When you call-out someone, they get a notification from Facebook and they’re more likely to share the post with friends.
To help understand how to create Facebook engagement, I found a cool infographic — which deals with getting more Facebook likes (which is of questionable value), but most tactics work equally well to create Facebook engagement.
Now, a couple of caveats before you go implementing EVERYTHING on the infographic.
  1. Differences. Let me echo the warning about integrating Facebook with Twitter. The two platforms have some fundamental differences you must keep in mind before mindlessly cross-sharing.
  1. Target audience. Remember your target audience. Reaching folks who are NOT in your target audience may be more efficient or cheaper, but wrong. Sure, you’ll get a big reach number — and maybe lots of Likes, Shares, and Comments, but, ultimately, you’ll get little income from folks who don’t fit your buyer personas.
  1. Monitor. No one can tell with certainty how your audience will respond. Test, monitor, analyze, and optimize to get the most out of your Facebook engagement efforts, just like any other marketing goal.
  1. Integrate. Give folks lots of chances to see and engage with your content. In advertising, we know success is a function of reach and frequency. Why would this be any different? So, don’t just focus on reach, spend some effort to get more frequency, as well.

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