Have you ever wondered why sometimes your Facebook posts “work” and sometimes they fall flat on their faces? Do you sometimes wonder “why do I bother” when none of your fans comment on your Facebook posts?
If these thoughts go through your mind from time to time but aren’t sure what to do, then reading this article could turn your next Facebook post into a highly engaged and commented-on success.
As with everything in life – information is power – and as the Facebook Admin of your page you have this information at your fingertips. Google refers to what I’m on about ‘analytics‘, Facebook refers to it as ‘insights‘.
Whatever you call it, knowing it as it relates to your business’s Facebook Page is what matters.
In short, generating a post worthy of engagement comes down to five basic and simple things. And you wanna know something? I’ll bet my last dollar that you already know this stuff – you just forget to apply it, that’s all.
Here are the 5 WHO, WHAT, WHEN, WHERE & WHICH rules of Facebook engagement:
WHO? Okay, so you’ve probably heard that the fastest growing demographic of Facebook are the Baby Boomers… But is that true for your business’s page…? You need to make sure you know who your audience is. This may sound obvious… but sometimes we can’t see the wood for the trees…
To use HaloBiz as an example, we’re a B2B business (we’re an online business directory that polishes business halos in the social media and online spaces). Our clients / members are either businesses or community organisations. Either way you look at it, we’re B2B.
However, our Facebook Page exists purely for the end users of our online directory… our Facebook Page is B2C. (By contrast, our blog site is B2B).
If we were to create Facebook posts geared to the business market we’d lose the majority of our Facebook fans tout-de-suite.
Further, Facebook is all about telling and gelling, not selling. Make sure you’re chatting with your fans (as opposed to constant one-sided sales pitches by you).
It’s especially important you use the language that appeals to the biggest demographic of your business’s niche. And talking of “chatting” – always keep that forefront – Facebook is a social place – people don’t like to be sold to when they’re out socialising. [You'd be surprised how many page admins just sell! sell! sell! when it comes to posts]
In addition, who are your most engaged fans and what do you do to reward / acknowledge them? Every page will (hopefully) have a few loyal die-hards (even if it’s your mum and a few of her best friends!) who hang onto your every word and post. What can you do to reward these fans? Maybe, from time to time, it could just be a matter of saying “hi” in a personal-to-them post.
The WHAT is all about the cause-and-effect result of what your posts produce.
Are your Page’s fans the “cut to the chase” kinda people and therefore just want raw information, or are they the more visual type?
Facebook (and consequently Facebook ‘experts’) will tell you that visual images (videos and photos – in that order) score higher on the engagement rankings than straight text posts.
But is this ‘worldwide data’ true for your business’s Facebook page as well?
To give you an idea of what I’m talking about here, when it comes to HaloBiz’s Facebook Page, our fans prefer photos but really don’t seem to be that much into video (despite ‘apparent’ worldwide ‘facts’ that video produces higher engagement than anything else)… Hmmm…
I’ve tested this out with very popular non-HaloBiz created videos as well as our own most popular videos and the outcome is the same … our fans just ain’t much into video.
As a result, I’ll occasionally post videos, but not very often.
WHEN are your page’s fans online and hanging around on Facebook?
The timing of your page’s posts can be the difference between ‘engagement’ and disengagement in Facebook. Not sure how to check this? Have a look at your Page’s insights data.
Click on the Insights box (part of your Admin panel) to see what the KPIs are when it comes to your Facebook Page.
To learn how to interpret this data in a more meaningful way take the Facebook Tour – that little cog/wheelie thing on the RHS of the page next to the “export data” tab has built in learning options there.
WHERE do your Facebook Page fans hail from? This could also tie in with when – especially if you have an international audience. You can discover where your company’s fans come from via your insights data.
If you’re dissatisfied with your engagement statistics take a good look at your where. Cultural& geographic differences could be the reason you’re not hitting the sweet spot when it comes to being connected with your fans. Similarly, if your target market has a particular ‘psyche’ and your own personal style clashes with that psyche you’re going to struggle to get connection and engagement.
WHICH social media platform is the best one to invest time and effort in? Where DO your fans hangout? Maybe, just maybe, your niche market isn’t a Faceook type niche (shock! horror! It is actually possible that Faceook might not be for everyone LOL).
As always, I’m really interested to hear how it is for you … do you have any extra ‘insights’ to add to these five?
Do you have a Facebook page that seems to trend contrary to worldwide leanings?
In anticipation of your thoughts, musings and sharings – thank you!