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27 Ways To Increase Engagement On Your Facebook Page




 27 Ways            To Increase Engagement

   On Your      Facebook Page
27 Ways To Increase Engagement On Your Facebook Page


What we’ll be talking about today...
 • The three most important pillars of your content strategy
 • Three shocking facts about every Facebook Page
 • Edgerank defined and why you should care
 • The best times during the day to post content
 • How to post links in a Page story
 • How to use photos to spark engagement
 • How to use questions to spark conversations
 • And more...
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy
Your brand is the essential feeling people
get from their interactions with you.




brand
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy
Your brand is the essential feeling people
get from their interactions with you.
Articulate and refine, refine and articulate!




                                                        1
brand
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy
Your Audience is the various different
people you reach (or are trying to reach).




brand   Audience
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy
Your Audience is the various different
people you reach (or are trying to reach).
Articulate and refine, refine and articulate!




                                                        2
brand   Audience
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy
Your Message is the two-way discussion
you have with your audience.




brand   Audience   Message
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy
Your Message is the two-way discussion
you have with your audience.
Listen, Articulate, refine, repeat.




                                                        3
brand   Audience   Message
27 Ways To Increase Engagement On Your Facebook Page


The three most important pillars of
your content strategy




      Brand           Audience          Message
27 Ways To Increase Engagement On Your Facebook Page


Know the shocking truth about
your page
27 Ways To Increase Engagement On Your Facebook Page


Know the shocking truth about
your page
(1) Non-fans can comment on your
    Page updates




                                                       4
27 Ways To Increase Engagement On Your Facebook Page


Know the shocking truth about
your page
(1) Non-fans can comment on your
    Page updates
(2) 84% of your fans don't get your
    content in their newsfeed!




                                                       5
27 Ways To Increase Engagement On Your Facebook Page


Know the shocking truth about
your page
(1) Non-fans can comment on your
    Page updates
(2) 84% of your fans don't get your
    content in their newsfeed!
(3) Less than 5% of your Facebook
    Page fans visit your Facebook
    Page!


                                                       6
27 Ways To Increase Engagement On Your Facebook Page


Know the shocking truth about
your page
(1) Non-fans can comment on your
    Page updates
(2) 84% of your fans don't get your
    content in their newsfeed!
(3) Less than 5% of your Facebook
    Page fans visit your Facebook
    Page!
27 Ways To Increase Engagement On Your Facebook Page



Understand how edgerank works
27 Ways To Increase Engagement On Your Facebook Page



Understand how edgerank works



   Edgerank is Facebook’s algorithm that
 determines whether a specific Page story
will appear in the Newfeed of a specific fan.

    It ranks your content, not your Facebook Page.
                                                        7
27 Ways To Increase Engagement On Your Facebook Page



Understand how edgerank works




                                                       7
27 Ways To Increase Engagement On Your Facebook Page



Understand how edgerank works




Three factors that determine Edgerank:

(1)Relationship between user and story
(2)How people talk about that story
(3)How recent the story was published

                                                        7
27 Ways To Increase Engagement On Your Facebook Page


Make sure your admin settings are
optimized for engagement


                                           Let the love in!




                                                         8
27 Ways To Increase Engagement On Your Facebook Page


Make sure your admin settings are
optimized for engagement
Posting ability - Allowing users to post increases exposure for your org through virality.


Post visibility – If your org has a thriving community of customers, displaying this section on
your Page will help amplify your community's voice on your Facebook Page simply because
what they post on your Page will have more visibility.


Tagging Ability – This creates viral exposure when people tag their friends


Moderation and Profanity Blocklists - This helps mitigate any possible negative effects
from openning up posting abilities.



                                                                                             8
27 Ways To Increase Engagement On Your Facebook Page


Make sure your admin settings are
optimized for engagement




                                                       8
27 Ways To Increase Engagement On Your Facebook Page


Know the best time of day to post
27 Ways To Increase Engagement On Your Facebook Page


Know the best time of day to post




Buddymedia found a
20% higher rate of
engagement for these
posts published in the
mornings and evenings.
                                                       9
27 Ways To Increase Engagement On Your Facebook Page


Know the best time of day to post




Confirm this with your
Page Insights.

                                                       9
27 Ways To Increase Engagement On Your Facebook Page


Know the best time of day to post




Confirm this with your
Page Insights.

                                                       9
27 Ways To Increase Engagement On Your Facebook Page


Know your Page’s Recommended
Daily Posting Frequency




                                                       10
27 Ways To Increase Engagement On Your Facebook Page


Know your optimum daily
frequency




                                         4-6 posts
                                          per day
Confirm this with your
Page Insights.


                                                       10
27 Ways To Increase Engagement On Your Facebook Page


Great! We know what time of day,
and how often to post.
27 Ways To Increase Engagement On Your Facebook Page


Great! We know what time of day,
and how often to post.

But what should we post?
27 Ways To Increase Engagement On Your Facebook Page


the best way to post links
27 Ways To Increase Engagement On Your Facebook Page


the best way to post links



           http://bit.ly/ClickatYourOwnRisk




Don’t shorten URLs!
                                                       11
27 Ways To Increase Engagement On Your Facebook Page


the best way to post links




If you need to schedule
posts, use PostPlanner
                                                       11
27 Ways To Increase Engagement On Your Facebook Page


the best way to post links




Make sure the article stands out!
Edit the title, description and preview picture
                                                       12
27 Ways To Increase Engagement On Your Facebook Page


the best way to post links




Make sure the article stands out!
Edit the title, description and preview picture
                                                       12
27 Ways To Increase Engagement On Your Facebook Page

use photos to spark engagement
27 Ways To Increase Engagement On Your Facebook Page

use photos to spark engagement




Make sure that they’re at least 846 x 403
pixels (iPhone photos are 1936 x 2592).
                                                       13
27 Ways To Increase Engagement On Your Facebook Page

use photos to spark engagement




Use Reddit and Digg
                                                       14
27 Ways To Increase Engagement On Your Facebook Page

use photos to spark engagement




Makes photos viral
                                                       15
27 Ways To Increase Engagement On Your Facebook Page

use photos to spark engagement




And don’t forget cover photos
for your fans!                                         16
27 Ways To Increase Engagement On Your Facebook Page

use photos to spark engagement




Game Edgerank by posting photos from
blog posts instead of just posting a link.             17
27 Ways To Increase Engagement On Your Facebook Page

use photos to spark engagement




Post images on Pinterest that link back to
your Facebook photos                                   18
27 Ways To Increase Engagement On Your Facebook Page

What about pinning and highlighting?
27 Ways To Increase Engagement On Your Facebook Page


Pinning and Highlighting




Pin your top stories from the
previous week
                                                       19
27 Ways To Increase Engagement On Your Facebook Page


Pinning and Highlighting




Highlight stories with photos to break
up the visual spacing of your Timeline
                                                       20
27 Ways To Increase Engagement On Your Facebook Page


Pinning and Highlighting




When you highlight, reposition photos
                                                       21
27 Ways To Increase Engagement On Your Facebook Page


Ok... What about just regular text
updates?
27 Ways To Increase Engagement On Your Facebook Page


Post short updates




Less than 80 characters is best
                                                       22
27 Ways To Increase Engagement On Your Facebook Page


Post Questions




Comment rate more than doubles!
                                                       23
27 Ways To Increase Engagement On Your Facebook Page

Use updates as simple poll questions




This gives your fans the freedom
on commenting!                                         24
27 Ways To Increase Engagement On Your Facebook Page


Try using Unusual Characters or
Bolding at the beginning




This creates a purple cow
                                                       25
27 Ways To Increase Engagement On Your Facebook Page


Share posts from other Pages




This is a great way to nuture
peer relationships!
                                                       26
27 Ways To Increase Engagement On Your Facebook Page


Share posts from other Pages




Make this easy to manage by
liking other Pages as a Page
                                                       26
27 Ways To Increase Engagement On Your Facebook Page


Use Insights




Always confirm your gut
                                                       27
27 Ways To Increase Engagement On Your Facebook Page


Wow...
I learned a lot today...
27 Ways To Increase Engagement On Your Facebook Page

                                                        Who is John Haydon?




Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA
Co-Founder of SocialBrite and 501 Mission Place
Speaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more...
Author: Facebook Marketing for Dummies
Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners
Hospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project,
Scholastic, TechSoup, MarketingProfs, WaterAid America, University of Massachusetts
Subscribe to John’s blog for free and get three articles each week delivered to your inbox!

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27 ways to increase engagement on your facebook page

  • 1. 27 Ways To Increase Engagement On Your Facebook Page 27 Ways To Increase Engagement On Your Facebook Page
  • 2. 27 Ways To Increase Engagement On Your Facebook Page What we’ll be talking about today... • The three most important pillars of your content strategy • Three shocking facts about every Facebook Page • Edgerank defined and why you should care • The best times during the day to post content • How to post links in a Page story • How to use photos to spark engagement • How to use questions to spark conversations • And more...
  • 3. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy
  • 4. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy Your brand is the essential feeling people get from their interactions with you. brand
  • 5. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy Your brand is the essential feeling people get from their interactions with you. Articulate and refine, refine and articulate! 1 brand
  • 6. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy Your Audience is the various different people you reach (or are trying to reach). brand Audience
  • 7. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy Your Audience is the various different people you reach (or are trying to reach). Articulate and refine, refine and articulate! 2 brand Audience
  • 8. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy Your Message is the two-way discussion you have with your audience. brand Audience Message
  • 9. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy Your Message is the two-way discussion you have with your audience. Listen, Articulate, refine, repeat. 3 brand Audience Message
  • 10. 27 Ways To Increase Engagement On Your Facebook Page The three most important pillars of your content strategy Brand Audience Message
  • 11. 27 Ways To Increase Engagement On Your Facebook Page Know the shocking truth about your page
  • 12. 27 Ways To Increase Engagement On Your Facebook Page Know the shocking truth about your page (1) Non-fans can comment on your Page updates 4
  • 13. 27 Ways To Increase Engagement On Your Facebook Page Know the shocking truth about your page (1) Non-fans can comment on your Page updates (2) 84% of your fans don't get your content in their newsfeed! 5
  • 14. 27 Ways To Increase Engagement On Your Facebook Page Know the shocking truth about your page (1) Non-fans can comment on your Page updates (2) 84% of your fans don't get your content in their newsfeed! (3) Less than 5% of your Facebook Page fans visit your Facebook Page! 6
  • 15. 27 Ways To Increase Engagement On Your Facebook Page Know the shocking truth about your page (1) Non-fans can comment on your Page updates (2) 84% of your fans don't get your content in their newsfeed! (3) Less than 5% of your Facebook Page fans visit your Facebook Page!
  • 16. 27 Ways To Increase Engagement On Your Facebook Page Understand how edgerank works
  • 17. 27 Ways To Increase Engagement On Your Facebook Page Understand how edgerank works Edgerank is Facebook’s algorithm that determines whether a specific Page story will appear in the Newfeed of a specific fan. It ranks your content, not your Facebook Page. 7
  • 18. 27 Ways To Increase Engagement On Your Facebook Page Understand how edgerank works 7
  • 19. 27 Ways To Increase Engagement On Your Facebook Page Understand how edgerank works Three factors that determine Edgerank: (1)Relationship between user and story (2)How people talk about that story (3)How recent the story was published 7
  • 20. 27 Ways To Increase Engagement On Your Facebook Page Make sure your admin settings are optimized for engagement Let the love in! 8
  • 21. 27 Ways To Increase Engagement On Your Facebook Page Make sure your admin settings are optimized for engagement Posting ability - Allowing users to post increases exposure for your org through virality. Post visibility – If your org has a thriving community of customers, displaying this section on your Page will help amplify your community's voice on your Facebook Page simply because what they post on your Page will have more visibility. Tagging Ability – This creates viral exposure when people tag their friends Moderation and Profanity Blocklists - This helps mitigate any possible negative effects from openning up posting abilities. 8
  • 22. 27 Ways To Increase Engagement On Your Facebook Page Make sure your admin settings are optimized for engagement 8
  • 23. 27 Ways To Increase Engagement On Your Facebook Page Know the best time of day to post
  • 24. 27 Ways To Increase Engagement On Your Facebook Page Know the best time of day to post Buddymedia found a 20% higher rate of engagement for these posts published in the mornings and evenings. 9
  • 25. 27 Ways To Increase Engagement On Your Facebook Page Know the best time of day to post Confirm this with your Page Insights. 9
  • 26. 27 Ways To Increase Engagement On Your Facebook Page Know the best time of day to post Confirm this with your Page Insights. 9
  • 27. 27 Ways To Increase Engagement On Your Facebook Page Know your Page’s Recommended Daily Posting Frequency 10
  • 28. 27 Ways To Increase Engagement On Your Facebook Page Know your optimum daily frequency 4-6 posts per day Confirm this with your Page Insights. 10
  • 29. 27 Ways To Increase Engagement On Your Facebook Page Great! We know what time of day, and how often to post.
  • 30. 27 Ways To Increase Engagement On Your Facebook Page Great! We know what time of day, and how often to post. But what should we post?
  • 31. 27 Ways To Increase Engagement On Your Facebook Page the best way to post links
  • 32. 27 Ways To Increase Engagement On Your Facebook Page the best way to post links http://bit.ly/ClickatYourOwnRisk Don’t shorten URLs! 11
  • 33. 27 Ways To Increase Engagement On Your Facebook Page the best way to post links If you need to schedule posts, use PostPlanner 11
  • 34. 27 Ways To Increase Engagement On Your Facebook Page the best way to post links Make sure the article stands out! Edit the title, description and preview picture 12
  • 35. 27 Ways To Increase Engagement On Your Facebook Page the best way to post links Make sure the article stands out! Edit the title, description and preview picture 12
  • 36. 27 Ways To Increase Engagement On Your Facebook Page use photos to spark engagement
  • 37. 27 Ways To Increase Engagement On Your Facebook Page use photos to spark engagement Make sure that they’re at least 846 x 403 pixels (iPhone photos are 1936 x 2592). 13
  • 38. 27 Ways To Increase Engagement On Your Facebook Page use photos to spark engagement Use Reddit and Digg 14
  • 39. 27 Ways To Increase Engagement On Your Facebook Page use photos to spark engagement Makes photos viral 15
  • 40. 27 Ways To Increase Engagement On Your Facebook Page use photos to spark engagement And don’t forget cover photos for your fans! 16
  • 41. 27 Ways To Increase Engagement On Your Facebook Page use photos to spark engagement Game Edgerank by posting photos from blog posts instead of just posting a link. 17
  • 42. 27 Ways To Increase Engagement On Your Facebook Page use photos to spark engagement Post images on Pinterest that link back to your Facebook photos 18
  • 43. 27 Ways To Increase Engagement On Your Facebook Page What about pinning and highlighting?
  • 44. 27 Ways To Increase Engagement On Your Facebook Page Pinning and Highlighting Pin your top stories from the previous week 19
  • 45. 27 Ways To Increase Engagement On Your Facebook Page Pinning and Highlighting Highlight stories with photos to break up the visual spacing of your Timeline 20
  • 46. 27 Ways To Increase Engagement On Your Facebook Page Pinning and Highlighting When you highlight, reposition photos 21
  • 47. 27 Ways To Increase Engagement On Your Facebook Page Ok... What about just regular text updates?
  • 48. 27 Ways To Increase Engagement On Your Facebook Page Post short updates Less than 80 characters is best 22
  • 49. 27 Ways To Increase Engagement On Your Facebook Page Post Questions Comment rate more than doubles! 23
  • 50. 27 Ways To Increase Engagement On Your Facebook Page Use updates as simple poll questions This gives your fans the freedom on commenting! 24
  • 51. 27 Ways To Increase Engagement On Your Facebook Page Try using Unusual Characters or Bolding at the beginning This creates a purple cow 25
  • 52. 27 Ways To Increase Engagement On Your Facebook Page Share posts from other Pages This is a great way to nuture peer relationships! 26
  • 53. 27 Ways To Increase Engagement On Your Facebook Page Share posts from other Pages Make this easy to manage by liking other Pages as a Page 26
  • 54. 27 Ways To Increase Engagement On Your Facebook Page Use Insights Always confirm your gut 27
  • 55. 27 Ways To Increase Engagement On Your Facebook Page Wow... I learned a lot today...
  • 56. 27 Ways To Increase Engagement On Your Facebook Page Who is John Haydon? Founder of Inbound Zombie - a non-profit social media consultancy in Cambridge, MA Co-Founder of SocialBrite and 501 Mission Place Speaker: Nonprofit Technology Conference, BlogWorld, TechSoup, NetworkForGood and more... Author: Facebook Marketing for Dummies Clients include: Oceana, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Opportunity Works, Community TechKnowledge, HopeLab, Healthy Babies Project, Scholastic, TechSoup, MarketingProfs, WaterAid America, University of Massachusetts Subscribe to John’s blog for free and get three articles each week delivered to your inbox!