Not a day goes by that I don’t come across a Google alert for a blog or press release that talks about the “6 ways to make your Facebook page more engaging”. These headlines never fail to grab my attention because I am always looking for ways to improve my clients’ appearance in Social Media. Since we are all on a learning curve with this Social Media stuff any knowledge is a good thing, right?
I do believe you need to pay attention to how your Facebook business page is constructed. Fill out the info section accurately. Make sure the little info box on the left has a pithy quote that does not get truncated. And, make sure all your tabs are active and accurate. Have a great profile pic, etc.
These – and other – basic blocking-and-tackling techniques are the minimum amount of effort you need to put into your page.
However, I often see people extolling the virtues of additional apps and – especially – welcome pages. Let me begin by saying that these additions to your business page have their place. If you are, for example, in the business of selling products through your page you need to make it easy for your customers to buy from you. And, yes, a well constructed welcome page can be an enticing invite for a first time visitor.
The problem is that once someone has liked your page they almost NEVER return. There are various studies and reports out there that all pretty much agree that about 90% of your fans’ interaction with your page comes from OUTSIDE your page.
Ninety percent! That means they are seeing your content in their News Feed, on their Ticker or via their friends. They are not coming back to your page to admire your amazing graphics.
The point here is focus your efforts on the one thing that will hold your fans interest – content. Content makes them notice you, remember you and – hopefully – share you.
What is great content? Not to put too fine a point on this, but, great content is what your fans think it is. Great content is not about what you think . It is about what they want or need. If you think for a second people are liking your business page because they want a “relationship” with you – think again. They want something that benefits them – be it deals and discounts or entertainment.
Nielsen just released a study that illustrates this point.
They are not taking the time to cruise over to your page and scroll down your wall to see what you’ve been up to. They save that type of Facebook stalking for their real, human friends.
Your number mission when you are developing your Social Media strategy is to understand your customer/donor/fan base and give them what they want. Pretty graphics and cool interfaces may establish a level of legitimacy for you but for the bulk of their followers it’s all about them.
Deliver on that and your Social Media will be much more effective.
Steve Allan, Social Media Specialist