Businesses often think that engaging people is as easy as making their posts interesting, attractive, engaging, interactive and so on. In fact, there’s a lot more to it than just those factors.
You cannot just use Facebook, make posts that you feel fit within the categories and expect results straight away.
It’s important to fully understand the best practices for engaging with people on Facebook
Each and every business should have various best practices as not one audience will be the same. Therefore, it’s equally as important to understand your best practices as opposed to another businesses.
If your business is lacking the engagement you wish for, here’s a generic way to get started on gaining more engagement!
Make it Personal
People, stereotypically, use Facebook to be personal and to see things that are personal to them.
So, what if your Facebook strategy becomes a lot more personal?
Try to integrate a sense of reality into your posts and be as personal as you see suitable for your business. Some businesses will be able to post much more personal things than other businesses; either way, be sure to inject a personal touch within anything you post. This personal touch doesn’t actually have to be personal to a certain person within your business, it can range from recent news within your local area, news relevant to your industry, and so on.
Whatever it is, personal content will enable your fans to feel much more connected to your business. Rather than consistently trying to sell and promote, you’re actually showing your human side. People enjoy people on social media; people enjoy businesses on social media much less.
Visuals help people to be drawn to and immediately attracted to posts.
Facebook’s research actually shows that photos increase engagement by 120%
Photos are one of the easiest ways of gaining people’s attention quickly. They act as the main focus in a post, and if you get the imagery right - people are lured in to see what the post is about. Images immediately boost the potential engagement of a post. It’s important you get the imagery just right though, otherwise they could possibly work in the opposite direction and deter people.
Be sure to make the actual content as engaging and interesting as the image. Even if readers are drawn in by the image, if the content isn’t engaging - they won’t care. Make all of your posts as interesting and as engaging as you can to encourage engagement.
Contests are one of the easiest ways to get people engaged and involved. Offering a prize instinctively makes a reader want that prize. If they want the prize, they’re going to enter the contest.
Your contest must align with your Facebook goals. Do you know what you’re looking for? Do you know how the contest will help reach your goals? Will it help business? Ask yourself all possible questions before creating a contest, just to be certain on the help it can provide and if it is completely worth it.
Once you’ve determined this, it’s a good idea to decipher what type of contest will give you the results you’re after. If you want more page likes, design a contest that requires people to like your page, and so on.
Design a contest that will explicitly get your audience to do what you want your audience to do
Along with posts that are personal, humorous posts enable readers to begin to feel connected with the business.
People like content that makes them laugh
Businesses that succeed in making people laugh or smile with their content often get high levels of engagement. This is because that type of content is easily shareable, and the more it’s shared, the more it’s seen. People find humorous content the best to share as it shows a business aren’t just trying to promote their services/products - it indicates that the business are really trying to connect with an audience and show their human side.
Praising an Employee
Praising an employee is probably the easiest way of readers getting to know a business on a much more personal level. Even if you don’t showcase the employee in terms of photos, a post relating to the employee allows readers to get to know them.
These types of posts enable you to show who your employees are, and evoke a sense of trustworthiness within them. Readers will begin to gain confidence within your business if they know more about each individual employee.
Confidence is key to getting more business
When your business uses social media, customer service isn’t just through emails and phones. It’s through the social media channels, too.
Facebook is one of the most popular places to complain about a business. Whilst it might be popular, it might not be the best. Due to it being so open to the public, pretty much anybody can see complaints made on your page. As well as seeing complaints, people will be able to see any other comments made - regardless of their nature.
This is where being responsive comes into play.
It’s absolutely key to be responsive and respond to every comment you receive on your page
Failing to respond to comments, of all types, can lead to frustrated and annoyed readers. You need to please your fans and respond to what they have to say. Being responsive is the best way to show your engagement levels, as well as begin to build relationships.
Posting at the Right Time
Every business will have an optimum time for posting. It’s important to experiment with different posting times and figure out what times are best for high engagement levels. There’s no point in sharing posts at a time that your audience won’t see it; it will simply go to waste and engagement levels won’t reach their highest potential.
It’s vital to do your research and experiment with posting times
See what works the best and what engages readers the most. It may take some time to find your optimum posting time but eventually you will come across a time where your audience is most active and engaging. If you want a high engagement level, you must do these experiments and figure out how to get it.
The average half life of a post is around 3 hours (it may differ).
Due to this half life, your post isn’t always going to be featured in a news feed and gaining engagement
To subside the effects of a posts half life, it’s always a good idea to post more than once a day. However, posting 10+ times a day may not be effective for your business as it can indicate that you’re simply trying to seem active without thinking about your actions. Post only as many times as you deem relevant for your business, and experiment with the various postings and half lives. You want all the posts you send out to get as much engagement as each other.
Discussing Current Events
It’s extremely important to show that your business is up-to-date with current events and that you are aware of what’s happening in the world around you. Whether it be industry news or world news, it can show that you’re not just focussing on your business and you are actually interested in what’s happening around you.
This can also be relevant for holidays, Bank Holidays, special days, and so on. Anything that shows you’re involved with the nation and you’re happy to show your support is beneficial to your credibility. It’s another extremely easy way to show your personal side and allow your readers feel connected to you.
Keeping up-to-date with current events shows you're an educated team
When questions are asked, people feel inclined to answer.
They feel they are entitled to sharing their thoughts and opinions.
It’s a great way to get to know your audience and get to know what they like to see
Questions can range from asking about your business/what people like about your business to asking about their personal lives. You can also ask for feedback on certain things and get more of an insight to their thoughts on something you’ve done. Asking questions is easily one of the best ways to gain more engagement.
Know your Audience
It can be all well and good following all these practices, but what good are they if you don’t know your audience? You need clear knowledge of your audience and who they are. It may take some time to get a full understanding of their personas, but it will be well worth it.
The more you know about your audience, the more you can tailor your posts to them
It’s great to have an extended understanding of who they are, what they like, what they do, and so on. All of these factors makes creating content much easier as you know who you’re targeting. You need to know what your audience is looking for; whether it be in terms of business or just overall on social media. This way, you can become what your audience wants.
Mix it Up
You can’t make every single post you make, the same. Your posts need to have some sort of variety to make your page much more entertaining and different. If your page just has reams and reams of the exact same post, it won’t be as exciting for readers.
Some post ideas include…
Photos of happy customers
Photos of employees
Humorous jokes and images
Ask fans to caption a photo
New product tips
Pinned posts are the posts visitors are going to see first when they visit your page.
If you’re choosing to pin a post, you need to make sure the post is exciting and engaging
It needs to be enough to get people interested in your business, as well as get people wanting to read more of your posts and see what you’re about.
After a while of experimenting, you’ll know what posts work the best. When you’re thinking of pinning a post, try to pin a post that you know will get the most engagement and that people will enjoy the most.
Getting more people to engage isn’t as easy as some businesses think. It isn’t just about writing some posts and expecting engagement back immediately. You have to experiment with post types, see what your audience engages with the most, what they enjoy the most, the optimum times to post, and so on.
You have to make sure you grab their attention. Every single post needs to be well thought out and created with your audience in mind, not just the content. It’s important to take into consideration all the experimenting you completed and the insights you gained over time.
It’s also no good just settling with one sided engagement.
Engage with your audience, be responsive and allow them to feel a connection to you. This connection is key in showing your trustworthiness