11 Ways to Increase Engagement on Your New Facebook Page

Justin Fishaw
Justin Fishaw Director, Content Marketing & Social, DigitalSherpa

Posted on January 21st 2014

11 Ways to Increase Engagement on Your New Facebook Page

ImageCommunication has never been a one-way street, but past marketing methods have not been conducive to back and forth discussions. Social media marketing, on the other hand, thrives on interaction and engagement between a company and its customers.

The appropriate interaction makes people feel valued. It means their needs and desires have been acknowledged and that the company is actively working to fulfill them. Getting the conversational ball rolling, however, can be a challenge.

How can a business get fans and visitors to engage with a social media marketing effort? Start with these first 11 tips for increasing engagement on a new Facebook page:

  1. Welcome visitors.
  2. Ask a question about products or services.
  3. Ask fans about their business.
  4. Ask for help or crowd-source new product ideas.
  5. Ask an easy non-product related question.
  6. Answer a question from a customer.
  7. Respond quickly to comments from visitors and fans.
  8. Create a connection from Facebook to the outside world.
  9. Say “Thank You” publicly to active fans.
  10. Join Facebook groups/networks.
  11. “Like” other businesses on Facebook.

Fans return to where they feel welcome and where they are rewarded for being there. Engagement is increased by making it easy to engage in return. While there are people who feel comfortable writing a long response or carrying on a discussion, most prefer to keep things simple. So the business should as well. To see how well the social media marketing effort is working, determining the ratio of visitors that clicked “Like” or “Recommend” out of total visitors shows how effective the Facebook page has been.

Ease and convenience rule modern life, especially in social media marketing. To get answers, questions should be easy to respond to. If all it takes is a word or two, most people will take the time to participate. Rather than make the questions all about the product, though, the best social media marketing response will come from questions about a fan’s own business, about industry practices, and about improving a product or service to better fit a fan’s needs.

For all social media marketing, when a fan or visitor asks a question, the response should be as quick as possible, most effectively the same day. Using the email notification feature can ensure this. This means businesses will need staff dedicated to social media marketing efforts. Publicly telling fans “Thank you” means just as much as a quick answer. Showing appreciation goes a long way to cementing a relationship.

A spirit of generosity is also a very attractive part of social media marketing. When a business can
“like” another business, not only does that increase awareness of that other business, but reciprocity levels the same advantage back. This type of mutual admiration society also shows that the company is confident and comfortable with sharing attention.

As engagement grows, advocates will be found for the company through social media marketing as well as increased engagement between fans, helping to grow awareness across their networks. Joining networks and groups is another way of doing this. Plus, this level of engagement yields a trove of information about fans and visitors that can be mined to determine prominent industries using a particular product or service, what features are popular and which could be jettisoned, where improvements can be made and what new product or service could be successfully offered. This is one of the biggest strengths of social media marketing!

Justin Fishaw

Justin Fishaw

Director, Content Marketing & Social, DigitalSherpa

As Director of Content Marketing & Social at DigitalSherpa, Justin develops and implements online marketing tactics and campaigns, writes and optimizes all website content, and manages all social media channels. A native of Metro Detroit, Justin graduated from Madonna University where he attended on a soccer scholarship and studied marketing and entrepreneurialism. In his free time, Justin enjoys running his clothing-line business and exploring the streets of Atlanta with his fiancé and their Boston Terrier, Uncle Jesse.

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Comments

Avtar Ram Singh
Posted on January 21st 2014 at 6:09AM

Hey Justin,

Unfortunately - this article added nothing special for me in terms of a takeaway. This is the 100th article that I've seen that gives tips like "Ask a question" etc. People in social media are well aware of these. Further, "tips" like "Respond quickly" and "Say Thank You" shouldn't really count because they're common sense really, I don't think social media marketers need to be given that advice.

Again "Answer a question from a customer" and what not - I mean, of course they would! Isn't that the point in a business having a Facebook page? And please don't say that this article is meant to be a "refresher course" or a "checklist" - we have ENOUGH of those already.

The fact of the matter is simple. It's hard to come up with new content and new advice on social for marketers. We shouldn't resort to these "gimmicky" articles that re-hash what has already been said a thousand times. Someone like you, who is a Director of Content Marketing and Social should be giving a lot more advanced advice, and advice that isn't commonly heard. Perhaps talk about campaigns that you've built, why they were successful - things like that.

Please don't take my comment in the wrong way - but it's true.

Justin Fishaw
Posted on January 21st 2014 at 9:41AM

Thanks for the feedback, Avtar. 

At DigitalSherpa, we provide content marketing & social media marketing for the (micro) small business industry. Their level of understanding in this space is novice, at best. So, with that, our content is focused on the beginners, the laggards. While I agree that there may be a few more "advanced tips" that could fit into this piece, the idea was to provide early-stage tips for page owner that, literally, just started their page.  Which is why the post is titled and written as such. If you've ever dealt with micro small business owners, then you know how the 'crawl before you can walk' expression rings true.