How to Hack Facebook Interests Lists for Content Marketing

Posted on October 31st 2013

How to Hack Facebook Interests Lists for Content Marketing

How to Hack Facebook Interests Lists for Content Marketing How to Hack Facebook Interests Lists for Content Marketing

One of the biggest challenges nonprofits have is finding content that will resonate with their community.

A little known, but powerful way to curate content is with Facebook Interests lists.

Interest Lists, if you don’t know, are lists of pages (or people) that Facebook users can create and access from their sidebar (shown below).

interest list women who like inbound zombie How to Hack Facebook Interests Lists for Content Marketing

Below are four steps for using Facebook Interest Lists to curate high-quality content:

1. Use graph search to find relevant pages

Before you go ahead and start creating Interest Lists, ask this question: What pages do my fans actually like? This is where Facebook Graph Search comes in handy.

Below are six Facebook Graph search strings you can use right now (watch this video tutorial on using Graph Search).

  1. Pages liked by people who like [your page]
  2. Pages liked by women who like [your page]
  3. Pages liked by men who like [your page]
  4. Fans of [your page] and [another page]
  5. Restaurants in [your city] visited by people who like [your page]
  6. Pages like by people who live in [your city] and like [your page]

2. Use Facebook Insights to prioritize your searches

If you’re busy, like most people, you’ll want to just stick with the three most important searches.

Hop over to your Page Insights. Pay specific attention to the people who engage with your content (shown below).

Get to know your fans with insights How to Hack Facebook Interests Lists for Content Marketing

Are women the majority of your engaged fans? What are the top places they live in? Answering these questions will help you prioritize the Graph Searches mentioned in step one.

3. Create Interest Lists of Pages liked by your Facebook Fans

Once you know the pages that your fans, create an Interest List.

  1. Go to this Page on Facebook to create your list (facebook.com/addlist)
  2. Click the “Create Interest” button at the top of this page.
  3. In the pop-up window add one of the Pages from your search, and click “Next”.
  4. Name your list after your Graph Search criteria and make it private (shown below).

Name the interest list after your graphs search How to Hack Facebook Interests Lists for Content Marketing

4. Share content from these pages

Once you create your Interest Lists, get to know the Pages. Make time to regularly scan your lists for engaging content.

When you find a post with higher than average engagement – AND is relevant to your audience – share it on your page (shown below).

How to share posts to your Facebook page How to Hack Facebook Interests Lists for Content Marketing

Unfortunately you can’t schedule shares so you’ll have to share these posts when your fans on Facebook.

Quick tip: To keep this approach top of mind, add it as a task to your content calendar.

Go beyond Facebook

Don’t limit this curated content to Facebook.

For example, if you find an engaging video you think will perform well on Facebook, embed the video in a blog post. Or posted it on Twitter. The point here is that your Facebook fans reflect your audience across all channels, not just Facebook.

Have you used Interest Lists in this way?

JohnHaydon

John Haydon

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Comments

Tony Sarris
Posted on November 13th 2013 at 7:01PM

John,

Good suggestion on how to use Facebook to get clues or signals about the interests of your customers, and how to use Graph Search to find related content. At this point as you note, Graph Search functionality is pretty limited and the source that it draws from is of course limited to FB data (which is a big source for sure, but still only one interesting social source). I wanted to bring to the attention of you and your readers a [free, for basic use] service called Primal that allows people to find relevant content from any public source that relates to a topic they have interest in. The service is accessible in multiple ways from the website: https://about.primal.com/products.

Along the lines of your example, I had an interest in the topic of Politics, and within that the specific subtopics of Women, Progressive and Social Justice. I used Primal to create an interest graph around that set of topics and then used the interest graph that I generated to find and rank content from several sources: News, Web and in specific Facebook (www.facebook.com). I could also add in Twitter, Tumblr and other social streams as well. I was able to find lots of highly-relevant content on my subject of interest. I could use that content as the basis for a blog, publish it on my website or simply use it for a better understanding of a subject area I'm interested in, effectively doing sentiment analysis around the topic to help develop and test targeted messaging, awarness campaigns or fund-raising ideas. In any case, Primal is an interesting tool to help with the process you describe. As a start-up, they welcome feedback on the product if you find it useful, and also if you don't!