Download - Increasing Facebook Engagement
Increasing Facebook
Engagement
Staying on top of it all
Facebook Engagement
• What is Facebook Engagement?• How Facebook defines engagement• News Feed• Factors affecting your content• Latest updates from Facebook
• Tips for increasing Facebook Engagement• Best practice tips• Analysing your Facebook performance• Paying to improve your engagment
FACEBOOK ENGAGEMENT
How does Facebook define engagement?
What is Facebook engagement?
Post clicks
Photo views
Link clicks
Other clicks
Created stories
Likes
Comments
Shares
What is Facebook engagement?
Post clicks
When people
interact with your content
Created stories
When people
respond to your content
Where do people engage?
• Their news feed
• Your Page Timeline
• News ticker (desktop)
• Sidebar ads (desktop)
THE NEWS FEED
Facebook’s Holy Grail for engagement
News feed
• What you see when you log in to Facebook
• A filtered view of the stories (activities) from your:• The people you’re “friends” with on Facebook
• Facebook business/community Pages you “like”
• Fun fact: there are over 1500 possible stories that could appear on your News Feed every visit
• Facebook filters your feed based on 100,000 factors
THE MAGIC FORMULA
Getting the perfect mix
There is no magic formula
Facebook’s algorithms
• Likes, comments, shares
• Previous engagement with page
• Type of content
• Timing
• Negative feedback
• Quality of content
• Article types
• Bumping
• …the list goes on and on!
User behaviour
• Family and friends
• Time on site
• Demographics
• Questions
• Call to actions
• Cats, dogs and babies?
• Specials
• Mobile/desktop
The latest from Facebook
• Greater focus on sharing ‘high quality’ news• Fewer memes• Fewer picture quotes
• Need to pay for boosting/advertising• Focus on mobile
• Facebook Paper• Facebook Messenger• Instagram
• Story bumping
Everything Changes.
Everything Changes.
INCREASING ENGAGEMENT
What can I do to connect with my audience better?
What’s the best practice?
Post updates about things you and your audience want to talk about in a way that
they expect.
(and be prepared to pay)
What’s the best practice?
Engagement
Content
Conversation
Context
CONTENT
What should I share on my Facebook Page?
What should I share?
Your original content
Other people's content
Interactions
Community
What should I share?
Your original content
Other people's content
Interactions
Community
• Content you create and about your business
• Blog posts, new products, opening times etc.
• Videos
• Photos
Content: What should I share?
Your original content
Other people's content
Interactions
Community
• Content other people create related to you and your community
• News articles
• Videos
• Fun stuff
What should I share?
Your original content
Other people's content
Interactions
Community
• Ask questions
• Involve your community in your content
• Share your community’s photos, stories, posts
What should I share?
Your original content
Other people's content
Interactions
Community
• Replies to comments and posts by others
• Posting on other Facebook Pages as your Page
Content: What should I share?What do people want to talk
about?
Content Conversation
What do people expect to be posted?
Content Context
CONVERSATION
What do people want to talk about?
What do people want to talk about?
Questions to ask
• What outcome am I helping my client/customer achieve?
• What are we both interested in?
• What would we talk about outside of the ‘shop’?
How do we create conversation?
• Talk about them
• Post their content
• Use Facebook as your Page and comment on other Pages
• (demo) Switch your user profile to your Page
• Share content from other pages and be sure to say thanks
• (demo) Find out what other Pages your fans like
CONTEXT
What do people expect to be posted?
What do people expect?
Timing
When are they on?
What are they doing?
Styling
How does it look?
How does it sound?
Device
What are they using?
What are they clicking?
What do people expect?
Remember, it’s all about people!
LET’S GET ANALYTICAL
Increasing your engagement with Facebook’s data
Test your performance
• Use Facebook Insights for:
• Demographics about people who like your content
• When people are online
• What type of posts work best
• What other Pages are doing well
Time to pay for it
Think seriously about your Facebook marketing budget.
• Boost your best posts
• Target your promotions