- Posted by Elizabeth Hallbeck
- On June 8, 2016
- Algorithm, Comments, Contest, Facebook Engagement, Reactions, Shares
Social network giant Facebook tends to play by its own set of rules and the company seems to make changes to their algorithm and guidelines almost as much as Google these days. If you’re not careful, these changes can have a negative impact on your Facebook engagement, so it’s important to have a solid strategy in place just in case your engagement starts falling.
If you haven’t been receiving many likes on any of your posts for your business over the past couple of months, then your engagement rate is probably falling or is already very low — in other words, you’re in a rut. At V Digital Services, we consider a low engagement rate anything under 3%.
Here are some important items to review to make sure you don’t fall into a rut and to help bring yourself out of one, if you find yourself there.
Determine What Is Working
Analyze what Facebook posts have been working best for your brand. Go to your Facebook Page > Insights > Posts > click on the “Engagement” column and select “Reactions, Comments, and Shares” and it will automatically sort your posts from those with the most engagement to the lowest. Have your funny posts been receiving the most attention? Is it controversial posts? Posts which ask a question? Video posts? Figure out what is working and do more of that.
Check Your Posting Frequency
Reconsider how much you have been posting. Posting every day is not always a good strategy as you could be turning fans away by annoying them. If you’re saying the same thing about your specials, week after week, it gets old and redundant and people start to disengage.
It’s better to have one high-quality post once per week than 4-6 average posts every week on Facebook. Only top brands (those with 15K+ followers and who already have great engagement) can get away with posting every day. You should care more about engagement on a post rather than the “reach” or frequency of how much you’re posting.
Run Contests and Giveaways
Run a contest and give away something really cool. Maybe it’s free tacos for a year. Maybe it’s a set of free tickets to a movie premiere. Maybe it’s a free handbag for a new line you’re carrying. Whatever it is, you want the prize to be so incredible that your fans cannot help but engage.
$5 gift cards are probably not going to cut it these days, you have to make it worth their while. Your fans support your business, so show them how much you appreciate them by offering them the chance to win something great.
The biggest key to success when running contests and giveaways is having the rules of the contest be something like “to enter, all you have to do is 1. Like this post 2. Tag TWO friends in the comments below.” Or “share this post publicly on your timeline using #FreePizzaForAYear”. By making your fans tag a friend or share your post, you force your post into an audience of people you have never reached before. It’s social genius!
Pay To Play
Facebook has been really tough on small businesses and it has reached a point where putting some money behind your campaign is necessary. Consider adding a small additional spend to boost a post or to run a page likes campaign. You can pay to reach a larger audience and put your content in front of new faces who will like your post.
Fair warning, this is not as easy as it sounds. The best way to do this is NOT clicking on “Boost,” but instead going through Facebook Business Manager. If you’re not comfortable with this process, we highly recommend getting help from an expert, like V Digital Services.
We can help you take care of all the technical details, so you’re correctly boosting a post and not wasting any of your hard-earned money on an audience that might not be relevant to your business.
These are are some simple ways to increase your engagement on Facebook. Have you tried any of them yourself? What works best for you and your business?