While Google+ is looking very attractive of late to get your content in front of your readers or customers, let’s face it: People love Facebook. They’re loathe to leave their friends-in-the-computer, Facebook’s games, and easier-to-understand privacy settings.
So it’s time to regroup and give your content the best chance for engagement! Let’s review – for Facebook, engagement means:
- A post or picture receives a like
- A post or picture is shared by a fan
- A fan leaves a comment on a post, picture or share
Calculating Your Engagement Rate
Facebook is continually calculating your engagement rate for both the page as a whole, and on a post-by-post basis, with the following formulas:
Your engagement rate for both the page and the content you post factors heavily into how frequently Facebook displays your content to your fans.
When you have content that is interesting to your organization or important to your field or audience, it’s natural to want to share it. But as we’ve seen, Facebook wants your fans to be receptive to it – and act on it!
Buy It Now!
But how can you make people engage with your content? While there’s no magic formula, just asking your fans to continue reading, thinking, looking at pictures or watching a video can be a great first step, and you ask them to come join you by using a “call to action” (CTA).
In marketing terms, a CTA directs customers to take a specific action now – to buy, to click, to watch. Even in our savvy modern marketplace, people need a little nudge to take the next step! Directing your Facebook fans to follow through on their initial impression – whether a post is funny or cool or interesting or helpful – will help with your engagement rates and ultimately how much of your content is seen.
The best CTAs are clear, decisive and timely:
- Clear: Tell viewers what the post will offer them by including a clear value proposition
- Decisive: Click, download or watch elicit action more often than vague commands such as “learn more” or “see it now.”
- Timely: Adding an element of urgency to your post improves the chance a viewer clicks now, instead of later … because later often becomes never.
A CTA is just part of a great Facebook post – other elements that will inspire your audience to share your content or links include photos, information teasers (don’t give everything away!), and conversational tone that caters to real people. For the full scoop on how to create a terrific promo for Facebook, check out Jim Belosic’s guest post for Social Media Today.