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1. Ask questions
This is one of the easiest ways of engaging with people on Facebook: ask questions. People love to talk about themselves and offer their thoughts – and the more comments and “Likes” you get, the better your post will do.
Keywords such as “where”, “when”, “would” and “should” see the highest number of engagement on Facebook. “Would”, in particular, drives spikes in “Likes” due to fans using “Like” as a way of voting “yes” on a question.
2. Interact and engage
When people write comments on your posts or wall, you should contribute to the discussion to maintain user engagement. The longer a thread is, the higher it will rank in your fans’ Facebook news feeds.
3. Incorporate wall sapplets
Instead of just posting items with text, vary the material and incorporate interactive components (known as sapplets).
This could include polls or coupons, which will prompt your fans to engage with your status updates directly in the news feed, beyond standard “Likes” and comments.
4. Incorporate relevant photos
Rather than just telling your fans about your products and services, why not show them?
Relevant photos will attract people to your posts – people aren’t generally interested in reading through long text updates, but they love immediate content such as photos. Facebook has assigned a higher weight value to photos than to other types of content, so photos will keep you in people’s news feeds.
Why not post images to introduce fans to your company’s employees, or show them how things work behind the scenes?
5. Relate to current events
You can post questions or state your stance on pertinent issues (but again, be careful!), as this could encourage fans to engage with you and get a discussion going. Ask people what they think about breaking news, celebrity gossip, sports or other topics – this could lead to more traffic.
6. Incorporate videos
Everyone loves interactive content – and video is one of the best strategies a brand can use to draw attention. Videos can be played within the news feed, so users aren’t redirected away when they start playing a clip.
Be sure to keep your videos short (to keep people’s attention) and set expectations within the text to tell your fans what the clip is all about.
For example, you could use videos to show people how to best use your products/services – why not offer them a tutorial?
7. Include links within posts
As a tool for sharing and spreading information, Facebook is an obvious place for you to post links.
Encourage people to interact with your brand by posting links that users will find valuable or interesting. This will encourage people to share the link with their friends, spreading your brand and driving engagement.
8. Be explicit in your posts
Not explicit as in XXX content or swearing, explicit by telling people exactly what you want them to do. In many cases, publishing content that you think might generate traffic isn’t always enough to get the results you want. Instead, be explicit and explain to your users exactly what action you want them to take.
For example: “Click here and use our special tool to post to your wall”.
Sookie Shuen is the community manager at Tomorrow People, a leading UK inbound marketing consultancy, who provides free advice and updates through a five step inbound marketing methodology. You can also find her on Google+ and Twitter. Get this free eGuide: How to Generate Leads from Social Media now to learn how to make social media work more effectively for your business.
Photo credit: dam jeong