Style is knowing who you are, what you want to say and not giving a damn.
In a nation that has developed to a high art advertising, the creator who refuses to advertise himself is immediately suspected of having no product worth selling.
Either write something worth reading or do something worth writing. – Benjamin Franklin
Many brands can easily get caught up in the numbers game when it comes to Facebook fans. If 5,000 fans is great, then 10,000 fans is awesome, and 100,000 fans must mean your brand is a big player in your category, right? Wrong. You can have all the fans in the world, but if they’re not engaging with your content you might as well shut down your page. Starting now, shift your focus from fan acquisition toquality engagement with your existing community. So, where do you start?
1.) Plan quality content: Start by spending more time planning content for the wall. Not sure what’s relevant to your current fan-base? Do an audit of activity and review your Facebook Insights for the past few months. What types of content are resonating with your community? Think about ways to incorporate those themes into future posts.
2.) Make sure you’re on their Newsfeed: If your engagement (Likes, Comments and Shares) has gone down in recent months you may have fallen off your fans’ Newsfeeds. Reminder, the content that streams down their Newsfeed is based on the level of interaction they’ve had with your page and your content. If your posts haven’t caught their eye in a few months or they’ve stopped clicking on them, you’ve most likely fallen off their feed. Not good since that’s where fans spend most of their time on Facebook – a point echoed by Edelman Digital’s David Armano who recently tweeted out of frustration, “People. Facebook is the newsfeed. Quit thinking of your brand page like a website. Not the same.”
So, just how do you get fans to re-engage if they aren’t even seeing your posts anymore?
3.) Advertise to Fans: Use ads targeted to current fans, to ensure your content stays in front of their eyeballs. Consider Sponsored Posts, which will give fans a taste of all the great content happening on your page. Pick the right post and Click! You’ve side-stepped the problem by re-engaging with fans and will now be more likely to show up in their Newsfeed in the future.
Note: Repeat steps 1-3 to continue to keep fans engaged. Why? Because engagement is a process, not a one-time interaction. Brands must continue to adapt to remain relevant to their audience.