Facebook’s EdgeRank is designed to figure out how many people will actually want to see your update.
If you can increase this reach, it will increase the reach of your brand.
Each time a person interacts with your Facebook page, you have a greater chance of reaching their friends (or social graph). So you want to drive engagement and comments.
You can use insights to optimize your social media use.
It will have a profound impact on your SEO performance.
Here are some ways to drive engagement and comments.
Image courtesy of niXerKG
Use a Personal Voice
People want to connect with other people. Not nameless, faceless companies.
The problem is that corporate-speak leads to a bland and generic voice. If you don’t stand out, then no one will notice you.
And the first step is to get their attention.
So write like you speak and use words that your audience uses.
Use Photos and Faces
Photos and faces have been shown to increase your engagement and Click Through Rate (CTR).
So you need to make sure each update with a link contains an attention grabbing image.
This is one of the problems with automating your social media presence. Many auto-posting services won’t pull all of the information from your blog post.
Ask for an Action
The best way to get someone to take action is to ask!
This is just like a Call To Action (CTA). You have to ask people to do something you want.
If people don’t know they’re supposed to comment on your update, then they won’t.
Ask them what they prefer, what would they do, or what their opinion is.
Emotional Response and Debate
People feel compelled to share their views of emotional topics or debates.
So try to choose topics that people are deeply interested in.
Obviously, things like politics and religion come to mind. But I would strongly urge you to avoid these.
Instead, find something along the edges of current news and pop culture. Most people will probably with know these, and have an opinion one way or another.
You should keep the comments going by responding and provoking more thought from each person’s response.
Post During Peak Hours
Social media has peak hours of usage. So depending on your own audience demographics, you’ll notice that certain times of the day work best to maximize engagement and Click-Through-Rate (CTR). You can find this information by using Facebook Insights.
- Early morning (7AM EST)
- After work (5PM EST)
- Late at night (11PM EST)
Finally if you can’t do the the other methods here, there’s always advertising.
Advertising can be a great investment. There’s no better way to quickly drive targeted awareness.
But not in all cases. Your primary focus should be building marketing assets, like your email marketing lists, not renting shelf-life.
I also generally wouldn’t advocate advertising to build social media presences. These aren’t assets, like your email list is. You don’t own them.
However it can pay off for specific circumstances. This might include a new product launch, a new location opening, or a specific promotion you’re currently running.
You should always have some action tied to your advertising.
For more Facebook tips on a weekly basis, sign up for our free internet marketing newsletter.