When you talk to people about their Facebook pages, you’ll often hear people all talking about the same thing: Likes, likes and more likes. Yes, having likes is important. Yes, getting a high level of page engagement is important. But it’s far from the end all be all of Facebook. There are many factors that are more important than list engagement. Here are five of them.
#1 – Segmenting Your List
If you’re saying the same thing to everyone, chances are your message isn’t going to hit home with a lot of your audience. Instead, learn to segment your lists.
First, you can segment by language and geography. If you’re targeting different parts of the world or have followers across different language groups, make sure you make full use of this feature.
You can also segment your friends into different lists and share specific content with specific people.
#2 – Being on the Right Social Network(s)
People often default to one of the big two social networks: Facebook or Twitter. But these two networks aren’t necessarily the right networks to be on.
If you’re targeting artists, a much better social network to be on might be DeviantArt. If you’re targeting CEOs and high level executives, a much better network to be on might be LinkedIn. So on and so forth.
Make sure you pick the social network that your users are actually on. Often time’s small industries and niches will have their own smaller social networks. Make sure you get on those social networks, not just the big ones.
#3 – Keep an Eye on Your Virality
Your virality stats tell you what percentage of your guests like your content enough to take an action that causes your story to be reposted on their wall. This includes liking your post, commenting on your post or sharing your post.
Whenever someone does one of those three actions, your story is replicated on their wall. Your virality stats show you how often that happens. The higher your virality, the more people are passing around your content.
Look for patterns in virality. Do certain days of the week tend to work better? Do certain kinds of topics? Do certain kinds of media – pictures, videos, etc – Tend to work better?
Get in the habit of looking at your stats and adjusting your posting habits to what your customers want.
#4 – Is Your Content Emotionally Share-Worthy?
Most companies are pretty good at coming up with content that’s share worthy from an informational perspective. How to content, tips, instructional videos, walkthroughs, discounts and so on are pretty common on the social sphere.
What isn’t common and what could really set you apart is content that’s share worthy from an emotional perspective.
Does your content get people to laugh? Or get riled up? Or make people feel special? Does it surprise them? Does it make them feel like you care about them?
Good content isn’t just about sharing good information. It’s also about hitting emotional triggers and making your content emotionally share worthy.
#5 – A Good Administration System
Finally, you need a good system for administering your Facebook page. This involves a few different things.
First, automation. Do you have the right tools to make administering your page as easy as possible? Use tools that allow you to schedule posts so you can do your posts in batches.
Next, you need to have clear assignment of administrative duties. Who’s in charge of updating the page? Who’s in charge of responding to customer comments?
Ideally, you should have just one or two people managing a page. You don’t want conflicting voices or conflicting opinions on your page. Other people who want something posted should contact the primary administrator(s) to have things posted, rather than have admin access to do it themselves.
Finally, you should have a system for monitoring your social media. You should have alerts setup for common brand keywords. If a PR emergency ever arises, or if a customer starts to complain about your brand, you should know about it immediately and be able to respond quickly.
These five things are all more important than the amount of likes or the level of engagement you get on your page. Engagement isn’t everything – The way you manage your page can make a big, big difference.
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