The latest announcement from social media giants Facebook initially had everyone in a panic. Even I admit I was left scratching my head at it before becoming frustrated as a social media marketer. Now that I have had time to delve into it a bit more and talk to other marketers about it, it really doesn’t seem like such a terrible thing.
Facebook is simply saying they want to show more from friends and family on your newsfeeds. That’s great, isn’t it? That is what Facebook was originally for! However, Facebook has more or less been saying that with each update. This update just puts it in black and white for everyone. Many were worried that this means Pages will be obsolete and that being seen will be near impossible unless you pay for it. That won’t be the case at all. Facebook simply want to show you the things you are interested in and are judging that by the conversations you participate in. If you tend to scroll past Page posts instead of interacting with it, then that tells them that you aren’t really that interested and in the future that space will be used for something you do interact with.
For the Page owner, that means getting people to comment on their posts and hopefully engage in a “conversation” of some sort. After an update in December, we already know that asking for Likes, shares, and comments will actually hurt your reach. Asking an engaging question is where it will matter. For many with a social strategy in place, this doesn’t require a lot of change, if any at all, as this is something marketers have already been implementing.
So, how should we be encouraging this engagement? Our handy infographic will help you determine the right posts for your page:
The most obvious answer is to ask an engaging question. Open-ended questions leave room for many different answers. This or that is simple, yet effective (and can also be done on a Facebook poll – only available on desktop at this time and with only two options too), or you can go for a good old-fashioned fill-in-the-blank or “caption this” post.
Sharing newsworthy stories is also a great way to spur on conversation. If there is content related to your industry, share it and ask a question about it. This could also be your own blog, so you’re also driving traffic to your personal site.
Facebook has even mentioned in their last update the power of live video. A good live video gets people talking. You interact with them via video, and they get involved, and when someone is watching your live video, their friends see it too. A live competition is a fantastic way of getting people talking!
Your posts should always include a visual of some sort. Black and white text alone will not be enough to catch the attention of someone scrolling through their newsfeed. A great eye-catching visual is a must. Quotes and memes are great choices for generating a reaction of some sort.
The most important thing to remember is that encouraging engagement means engagement on your end too. Respond to all the comments, ask further questions, and try to get people to keep talking if possible. You will also need to stay consistent with a good mix of posts. If you find something isn’t working for you, then change it! Sometimes it takes a few weeks to see what type of posts your audience responses to best and at what time of day. Don’t be discouraged. Building a quality social media page definitely takes time.
Again, these tips aren’t anything new. Marketers have been putting these types of posts in their strategy already and staying away from asking for Likes, comments, and shares. If Business Pages are affected too much by this latest update, then Facebook partners won’t be happy. You can expect another change then!
Have you been trying any of these in your posts? What type of response have you got?