12 Facebook Lessons (Part Four): Engagement

April 8, 2013 4:00 pm Published by Bill Boorman

In the final part of the series I’m going to be looking at how your engagement from your Facebook page represents your brand. When I first planned this series, it was a bit more complicated, but the good folks in the Facebook labs have added a new feature that makes things easier. As we established in Part 3, the visibility of your updates are not determined by the number of your fans, but by the interaction they have with your updates. These are my thoughts on what you should be thinking about when it comes to engagement:

1) Be current

If someone leaves a comment or a question for you, they are looking to get a quick answer back. When you look at pages, if questions or comments are left without a response, it tells you a lot about how the page is being run and will most likely to lead you to sign off. Social media is instant and 24/7. Mobile devices give users almost permanent access, and we’ve all developed a very short attention span. A question should prompt a response within 5 minutes. You can now receive updates from your page on your own account: They pop up at the bottom of your profile, and enable a response in your page name without the need to switch accounts. Enable this feature and reply/comment in real time.

2) A photo is worth a 1000 words

Photos stand out in Timeline, and they get the most shares, comments, and likes. You can make a picture stand out by clicking on the “feature image” tab. Pictures of people prove to be very popular and easy to share. When you feature pictures of groups of people, it gives an insight into your company culture, and encourages everyone tagged to share the content. Post original pictures to your page, and share them from the page. This drives shares from employees, and encourages their friends to visit.

3) Pay for updates.

You have probably noticed the word “promote this update” underneath your updates, both personal and on your page. Promoted updates are sponsored updates that allow for the same targeting as job ads on Facebook. The most successful campaigns I’ve been involved in have promoted stories to existing fans and their friends according to interests, as well as fans of other career pages, employers, or skills. You can add any combination or targeting criteria–and friends tend to like to see what their friends like, so these promoted posts leverage curiosity and shared interest for only a small cost. Sponsored posts are a welcome addition to your Facebook recruiting strategy, so give them a try.

This ends this series of tips. You can recap on previous posts for the full 12 (see parts one, two, and three here). Next week I will be back with the usual posts, but if you have any questions you want my opinion or advice, leave a comment and I will schedule a post to reply. Thanks for sticking with me,

Bill

This post was written by Bill Boorman