{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Interacting with fans on Facebook is no longer the mystery that it once was, with a majority of brands realising the benefits of posting regular content and engaging in conversations with users.

But that doesn’t necessarily mean that engaging with fans is easy.

Wildfire has produced a report that looks into the best ways for brands to interact with consumers on Facebook and generate earned media by encouraging them to share content with their friends.

It evaluated almost 700 brands to understand how they managed their social initiatives and identified six best practices that helped them recruit more brand advocates.

1. Run multiple engagement applications at a constant rate

The report recommends that brands give their fans a variety of ways to engage with them and different things to do when they arrive on their Facebook page.

This can help to increase time spent on the page as well as return activity (depending on the setup of your offer, content, or promotion). 

While there is no limit to the amount of apps a brand can run on a Facebook page, only the first four are visible while the rest are contained in a dropdown menu. 

Therefore it makes sense to prioritise the apps that are most important/appealing and position them accordingly.

Wildfire highlights homebuilder Lennar as a company that makes good use of its apps to create multiple, fun interaction points for its fans.

These include an app that analyses the housing market by region, a sign-up form allowing visitors to subscribe to the company’s updates and a mortgage calculator.

2. Use every available opportunity to stimulate interactions with clear calls-to-action

Relying on users to interact, 'like', share, or comment on your brand’s page or with its apps, without expressly asking them to, produces wildly variable results. 

The report recommends that brands explicitly tell their fans exactly what they need to do to interact; otherwise it’s likely that some people won't know what is expected of them.

3. Images, images, images! 

The new design of Facebook timeline places great emphasis on visual content, so it’s important that all updates include an image.

Brands can take advantage of this opportunity to stand out in fans’ news feeds as well as within their timeline by including images where possible.

A majority of major brands have quickly cottoned onto this fact and it’s rare to see a brand such as ASOS post an update that doesn’t include an image.

4. Keep your interactions seasonally relevant

While one of the benefits of social media is that it affords instant interactions with consumers, the downside is that content can get stale in days. 

The 24/7 nature of the social media cycle means that brand pages need to be constantly refreshed with content that is themed around current events in meaningful and relevant ways. 

This grounds the brand a place and time to which users can relate. We saw a lot of social activity around the Diamond Jubilee recently and the Olympics is central to a lot of brand messaging at the moment.

5. Mix campaign types and create new offers on a consistent basis

Certain marketing campaigns naturally inspire users to broadcast their interactions with a brand.

Wildfire’s research suggests that the types of marketing campaigns that are most entered by users are not the same as the campaigns that are most heavily shared. 

In fact, the most shared campaign types - like quizzes and trivia or other types that showcase a user’s personality - don’t always get the highest participation or entry rates.

Popular campaigns like sweepstakes, giveaways and coupons are proven to get users to enter, with separate research from the Chief Marketing Officers Council finding that 65% of consumers expect that a brand follow or like will gain them access to games or contests.

But entrants are less likely, for example, to voluntarily share the fact that they just entered a sweepstakes. In other words, these campaigns types generate less earned media from each entrant.

“Just as paid media (ad) campaigns should be adapted to drive different types of user activity, so should custom content initiatives.” 

A well-rounded social media marketing program includes a steady drip of varied applications and content designed to influence a range of user interactions.

6. Extend your social communities across a variety of platforms

While the focus of the report is on data collected from social initiatives run on the Facebook platform, the world’s most talked about brands don’t limit their presence to one social network. 

Rather, they take their engaging posts, fan interactions, and community presence to a variety of networks, courting fans and followers (and brand advocates) in all of the places they spend their time.

David Moth

Published 9 August, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1690 more posts from this author

Comments (5)

Avatar-blank-50x50

Nick Stamoulis

Staying seasonally relevant is crucial. You want to stay on top of any big developments in your industry so your Facebook fans know they can trust you as a valuable source. Staying relevant also helps you take advantage of seasonally specific opportunities.

over 4 years ago

Avatar-blank-50x50

Kent

One of the best way to increasing fans is by forming partnership with other fan pages. Run a contest together to share fans for both fan pages - win win situation.

over 4 years ago

Andy Williams

Andy Williams, Digital Marketing Manager at Koozai

Point 3 is highly important.

The Timeline set up means that images have become one of the most important elements to any Facebook profile.

Add the right images and you can make such a big initial impression. They also help to make the profile bright and engaging.

However I have seen more than a few profiles using dull images which do the exact opposite.

over 4 years ago

Avatar-blank-50x50

Hamlet

Yes..I liked your Number Three Tips. Images Images and Images..

Social integration is also important. Like Opening a Pinterest board with Facebok pages Images and Link them with.

over 4 years ago

Avatar-blank-50x50

Marc A. Donald

Thanks David for this Post! I really like it it's full of some nice tips to follow. I also read on another blog and I actually see it, Images is the most interactive post type on Facebook.

Even If you want to share a video, take a snap shot and upload the picture with the url of the video, for text it's the same thing as well.

almost 4 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.