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SPRING 2015
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Simple strategies to encourage
likes, comments, and shares
F
acebook remains a powerful way to keep fans informed of
new products, give them a convenient way to contact you,
increase loyalty, and provide an easy format for fans to
share information about you with friends.
The key to Facebook success for companies has always been engage-
ment—attracting fans and providing ways for them to interact with
your page, your company, and your brand. Some companies do this
better than others, and the competition has become even more fierce
since Facebook changed its algorithm in ways that mean a declining
number of fans even see company posts.
The companies that get the most engagement are those that actively
make a point of fostering it, and those who know how to work
effectively with the new algorithm. Here are some strategies you can
use to increase engagement on your company’s Facebook Page:
1. Post information related to your brand.
Consider the example of a bookstore. It will be more likely to get a
response when it posts items related to books (such as authors’ birth-
days, book quotes, or publication news) than when it posts generic
comments such as, “TGIF.”
2. Post questions and invite followers to respond.
The bookstore could post something like, “What’s your favorite book
to cool off with?” on a hot summer day.
3. Use media beyond just text.
Photos, videos, and links, in that order, get the most responses.
4. Post exclusive content.
Make your page worth visiting by posting information fans won’t find
anywhere else. This could include advance notice about sales, special
discounts, or contests that could win fans a prize.
5. Post regularly.
Once or twice a day was a good posting schedule before the new algo-
rithm kicked in. Now, it might make sense to post more frequently.
6. Take advantage of personal accounts.
Facebook’s new algorithm favors personal account post over business
page posts. Fortunately, your company is made up of people with
personal accounts! Ask them to post your company’s content to get it
exposed to as many people as possible.
7. Post more frequently during heavy
Facebook usage times.
People tend to use Facebook more on weekends and toward the
beginning and end of the week, as well as between 6:00 to 8:00 pm.
Finally, consider paying for Facebook advertising. While free
Facebook was fun while it lasted, the reality is that this still-popular
social media service has changed. You can essentially set your own
price, and the amount you’ll pay will depend on a number of factors.
Facebook provides detailed information to help you choose.
7
Tips
for Increasing
Engagement