These four tips are actually about how to make the people managing your Facebook page more engaging. Because people engage with other people. The most simple content, questions, quotes, jokes, and shout outs make it engaging.
People “Like” your Facebook page because presumably they like your company and they want to get to know “you” the folks behind the company better. Get your folks on Facebook and get them talking.
In this past year, I led the launch of a Facebook page for the regional grocery store chain Shop’n Save*. It was an experiment, we weren’t sure people would interact with a grocery store but something in my gut told me it was JUST RIGHT (inside joke…that is the store tagline).
I directed my team to follow four points with their posts—these points work with both B to C and B to B companies:
1.) Timely: Relate it to what was happening that specific day, e.g. news, weather, holiday, sports event
2.) Relevant: Tie it to something that is on special at the store (or for B to B something happening with the company)
3.) Emotional: Be “emotional” and make it funny, sad, happy, wishful, etc.
4.) Actionable: End it with an action for the reader to take, e.g. ask a question, give them a next step, etc.
Here are a few fun samples from the Facebook feed that really had people interacting. While each might not encompass all four points, fans reacted and posted multiple comments:
- Just as I was talking about the snow melting… it is coming again. So maybe you do not want to have to bother with preparing a whole meal tonight, you could get some Boston Market Dinners instead. Right now they are 2 for $4 at your local SHOP ‘n SAVE.
- Valentine’s Day is coming soon… what are your plans? Are you guys going anywhere nice, staying in… ? We have plenty of great deals starting tomorrow on bouquets, sweets and more!
- Temperatures in the 80s today and tomorrow! Quench your thirst with Coke and Pepsi products – both have special offers with coupons from your SHOP ‘n SAVE circular.
The interaction was great and it was fun for my team to come up with something every other day or so. Ironically, the team member whose posts often got the most interaction was a 24-year-old man! Because he enjoyed it, had fun with it, and truly loved “talking to” the Shop ‘n Save fans.
Facebook, all social media for that matter, is not rocket science. It’s about people socializing and connecting. It is simply being human. With a little training and some ground rules, you can turn your best people loose and grow customer engagement through your Facebook page, Twitter, Flickr or any social media channel for that matter. Remember, it’s about the social, NOT the media.
*Work completed as Chief Digital Strategist at GatesmanMarmion+Dave.
