I’m responsible for handling a lot of my client’s Facebook pages, and have tested out just about every methodology out there at one point or another. To spare you some time and effort, I’ve compiled a list of 20 easy-to-execute ways to engage your fans.
1. Offer some incentive. Everybody like something free, and it really doesn’t matter how big or small, as long as it has some relevance to your fans. For example, at Swiss Maid Fudge, we host a monthly giveaway for one free pound of fudge. It gets people talking, reading, and engaging both with the company and with one another.
2. Ask questions. The more controversial, the better, as long as it doesn’t turn off your audience and is in alignment with your brand. The key to asking a question is knowing that at least two people will respond (and it can be your mom and your best friend). Nothing looks worse than a question with zero responses.
3. Talk directly to the reader. Use conversational terms like “you”, “your”, “we” and “our.” It makes people feel like they’re a part of your page, and creates a more direct relationship.
4. Keep it fun. Nobody wants their Facebook news feed to read like a boring library book, so stay lighthearted and social. After all, most of the 400 million Facebook users are there because they want to stay connected to friends, not because they want another news channel. Make (tasteful) jokes, laugh at yourself, and act like someone that you would want to socialize with.
5. Get to know your audience, and give them what they want. Monitor what works and what doesn’t for your specific fans. If they love seeing photos but never click on videos, stop posting videos and get more imagery on there. If they always respond between 10am and 2pm but never after 5pm, make sure you provide updates and engage during these times.
6. Respond to questions and comments. Just like you, readers want to know that they’re talking to someone. Without becoming a completely dominating voice on your page, answer questions and comment on their thoughts. Act more like a sounding board and moderator than someone who just pushes out information.
7. Utilize @name to directly address people. Everybody loves a callout, assuming it’s for something positive. Talk to specific readers, which will make others want recognition as well. We’re funny creatures, us humans, and we love attention wherever it may come from.
8. Say thank you. Make sure to recognize your supporters periodically with a simple thank you comment.
9. Ask your fans what you can do for them. You’ll be surprised by how simple the requests will be, and how much loyalty your actions can generate.
10. Deviate from the topic at hand every once in a while. Remember when you were in school and your teacher would dive into a lecture about something totally irrelevant from the subject he/she taught? Those are often the most engaging discussions because they are more meaningful to you, so feel free to go astray periodically, as long as there’s a purpose.
11. Use @ tags for pages that you like or for your friends, and your post will show up on their respective walls. This is a great way to engage fans outside of your normal fan base, and to broaden your reach. That said, don’t abuse these because you’ll end up reducing your existing fan base and it could lead to some frustrated ex-fans.
12. Move the discussion outside of Facebook and connect with your fans on a variety of social media platforms. Find your fans on Twitter and ask someone what they think about a particular topic. Comment on your fans blogs, and let them know that you’re interested in learning more about them.
13. Read your Insights. Facebook kindly provides some pretty decent metrics through “Insights,” so keep your eye on these and learn what’s working and what isn’t.
14. Use discussion boards. Each discussion has its own URL, so take that link and broadcast it through your other outlets to get more people involved in your page. It’s also a great way to learn more about your readers, and to give them a forum for self promotion.
15. Test their knowledge. We all love a little friendly competition, so get the ball rolling with some trivia.
16. Promote your fans. If you come across something interesting from a fan, share it on your page. Again, this helps build loyalty and will make others realize that you’re as willing to give as you are to receive.
17. Promote a higher cause. Particularly for business pages, it’s important to share content of meaning in addition to promotional content. Support a charity or civic event, and get your readers involved in a project that will have a big impact.
18. Partner up. Find a page that is complementary to yours, and work with others to promote each other’s efforts. Share their work with your fan base, and vice versa, and you’ll both end up with a larger, but interested, fan base.
19. Host a Facebook event. Pick a time, and open up a Q&A with your readers in real time. Encourage readers to ask questions during a specific time frame, and have people on standby ready to answer them as they are posed.
20. Get personal. Share a photo of yourself and your team. Put a face to your writing, and give some tidbits about interests outside of your business or cause.
Last night, I was asked to speak at the Texas A&M Fall Leadership Conference, a gathering of over one hundred student leaders from around Texas A&M’s campus. This esteemed group included the student body president, the editor of the school newspaper, and a host of diverse student leaders involved in everything from Engineers Without Borders to the Opera and Performing Arts Society.
