The average value of brand Fan in key consumer categories for Facebook has increased 28% to $174.17 in 2013 (as researched by Syncapse which included the 20 top global consumer brands’ Facebook Fan performance). The value is calculated based on a Fans’ tendency to be ‘super consumers’ which means they are brand loyal, tend to advocate and spend more on behalf of the product or service. Facebook Fan value has been trending up and requires the attention and budget of brand marketers with a commitment to create content that people love.
How to Capture the Attention You Want
As a result, according to a survey conducted by The Creative Group, more than 50% of advertising and marketing executives said they expect companies to increase their investment in Facebook this year. Facebook is seemingly simple — you update your wall with some text and your audience will comment and/or ‘like’ it, right?
The fact is, people have limited attention spans and don’t want to be bombarded with content that are direct advertisements for your product or service. Your audience is on Facebook because they want to connect on a personal level with friends, colleagues and family and to create an online persona — they are looking to associate with brands and incorporate these experiences into their daily lives and there are many tools to leverage that will enable marketers to do just that.
Capitalizing on Facebook’s Greatest Assets
Facebook can accommodate pictures, movies, polls, questions, etc. to engage with your target audience. The trick is finding when and what your audience prefers. You may find that your audience likes Q&As and polls in the morning and pictures of your products after work. It’s a good idea to track your competitors and learn from their successes and mistakes.
However, there is one thing that rings true across all post types (except polls) — they must have attractive artwork accompanying them. Include a square image that is eye-catching at both large and small sizes (500x500px or 90x90px) to stand out from the pack whether it is on your wall, in a fan’s news stream or posted as an ad.
The 8 Essential Components of Facebook Engagement
Our lead social engineer, Kevin Palmer, recently compiled a list to help our clients understand the fundamental of Facebook engagement as follows:
- Frequent — Posts should be at least once a day with an average of 3 as ideal; remember, your audience is not on Facebook all day and can miss your postings.
- Coordinated — Build an editorial calendar that is tied to an overall content strategy so that posts can be coordinated and linked to supporting content on different platforms (blog, YouTube, etc.).
- Variety — Fortunately, Facebook has begun highlighting the most engaging posts in the page admin panel and marks highly engaged posts in yellow with a star where the post type (photo, link or text) is usually placed; try to categorize the posts that are the most engaging and analyze your competitors to see there is a pattern (e.g., informational, inspirational, etc.) — when posting, mix up the category types to keep things interesting.
- Relevant — Along with variety, it important to find topics that are relevant to your brand, topic and industry; research the latest news and happenings and relate it to customer motivations.
- Leading — How you phrase questions is critical to improving engagement; avoid open ended questions and lead up with a fact that will encourage an opinion from your audience. For example, instead of “How many glasses of water have you had today? The right amount of water will help your heart pump your blood more effectively.”, try “Did you know that the right amount of water will help your heart pump your blood more effectively? How many glasses of water do you drink a day?“
- Relatable — When talking about what behaviors your product supports, post content that is obvious but super-relatable – if you can be clever and entertaining, even better!
- Sharable — When you create content in other channels, post it in Facebook and open the door to conversation.
- Visual — People love looking at interesting photographs and illustrations and it’s the best way to capture your audience’s attention; incorporating your brand and messaging is a must to capitalize on this opportunity.
Additions & Feedback
Implement these 8 methods and you’ll immediately start to see your engagement increase. What types of posts do you get the most engagement from? Tell us in the comments below! If you have additional links, sources or ideas that you think would be helpful, please comment below or tag me in Google+.