Many brands and organizations have a big problem on Facebook – getting engagement on their posts.
Engagement is absolutely critical to Facebook’s EdgeRank algorithm – the equation that determines what your fans see in their News Feeds.
When I say “engagement”, I don’t mean numbers of fans, reach or number of posts on the Page.
Engagement measures real time reactions to your Facebook activity – whether or not your fans Like, comment on and/or share your posts.
It begs the question: Do our Facebook fans care about what we are posting?
If you are in the same boat as most business Facebook pages, the answer is a resounding NO (most of the time).
This doesn’t mean that you should resort to posting inauthentic, fake and pandering content just to get a few Likes.
There is help. Take a look at this great infographic from American Express OPEN Forum on ways to improve engagement.
- Posts with images receive 39% more interaction than posts without images. (Interaction = engagement, in case you were wondering.)
- Short posts (defined as those containing 80 characters or less) get 24% more engagement from fans. So keep it short and sweet.
- 25% of people who use Twitter and Facebook to complain about brands expect a response within an hour. And 6% of users expect one within 10 minutes! So, yes, you need to be responsive, in real time. (No checking in just once a week!)
- Some food for thought: For every Facebook fan you get to engage (Like, share, comment), there are 34 more reachable friends around the virtual bend. That’s just an estimate – I have over 500 friends and the average Facebook user has 130 friends.
Leave your ideas and advice for creating engagement on Facebook in the Comments section. Thanks for reading!
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