Facebook Engagement…the A,B,C’s

Facebook engagement.  We all want it and we all want more of it, but it seems to be more and more elusive lately.  Who is with me on this?

You put up a post and all you get is …..Crickets. 

I don’t know about you, but when I work hard on a post and get no response, it is frustrating.  I can’t help wonder if it is me or the work I have done.

<facebook engagement>

Facebook Engagement

If you Google “Facebook Engagement”, there are plenty of offers available for researching.   I decided to go with some simple ABC’s to help you understand the “science” of Facebook’s engagement and then a second part with some tips on how to improve it.
No doubt about, there is a science to Facebook Engagement.  Understanding that science will help you as you construct your posts.

<Science Facebook Engagement>

Before I go into depth about engagement, I need to address the elephant in the room.  Posting on your personal profile.  {Facebook has a policy against posting about your prospects or your business opportunity on your personal profile.}

NEVER POST BUSINESS ON YOUR PERSONAL PROFILE

That’s what your fan page is for.  Now a lot of people grumble about this, but you are not the one that owns this free platform we use, and Facebook is responsible for the user experience.

<Personal profile business>

They want people to keep coming back to Facebook and to be honest, so do we. Facebook is not out to get us, they’re actually doing us a favor! They’re putting parameters in place to keep our Facebook friends logging in daily and we want that!

Think about the sheer volume of posts that must be made available in just one hour.  With over a billion and a half monthly active  users on Facebook, even if only ½  of those people posted that is  ¾ billion   posts.  Do you want to scroll through that many posts?  Of course not!  You want to see “the good stuff”, those things that others find interesting, right?  So how does Facebook decide what we want to see?  By using their science of Facebook engagement!

<Facebook users>

The Facebook Definition of Engagement

Facebook (or FB, as the kids call it) [defines engagement in one way and one way only:] fingers clicking specific buttons. If a fan doesn’t engage with your post in at least one of four ways—like it, leave a comment, share it with others, or click on a link—it’s not considered engagement by Facebook standards. Period.

<finger clicking engagement>

So what does non-engagement look like? Here are things that your Facebook fans may be doing that do not count as FB engagement:

  • Read your update.Kind of makes you rethink how much time you spend crafting the perfect status, doesn’t it?
  • View your image. Photos, infographics, inspirational quotes, etc. are great ways to grab attention, but simply having them seen does not constitute engagement.
  • Click on a photo. If your photo is not linked (via Open Graph or some other plug-in) to a specific site, all that will happen is that the photo will open in a bigger window. That’s an opportunity to giving your reader yet another chance to engage…but in itself, FB doesn’t count it as fan engagement.
  • Like your page.You heard right. People liking your page doesn’t affect engagement; it only counts when they like specific posts

This leads us to some interesting thoughts. Your posts are NOT shown to all of your friends as soon as you post.  You can stay up late, craft a great post, and schedule it for first thing in the morning to ensure that everyone sees it when they wake up.  Does that seem logical to you?  It did to me as well. The problem is this is not how Facebook works.Facebook will show a post of yours to a small portion of your friends list.

<Facebook limits posts seen>
IF you get engagement FB will show it to more of your friends If you continue to get engagement – more friends will see it and so on…

Remember: engagement is defined as fingers clicking specific buttons (liking it, leaving a comment, sharing it with others, or clicking  on a link)

So your goal is to get your posts to be shown to more people and stay longer in the feed.

See, the more often your fans engage with you in the ways listed above, the more often your posts will be pushed out into their News Feed. This is how Facebook helps your business–by noticing that people are interested in what you have to say, and giving them more. Therefore, in each and every status update you post, you’ll want to influence your audience to engage  in at least one of the four ways that count: liking, commenting, sharing, or clicking a link. This is where your mindset is critical. When you’re creating a Facebook post, it’s not enough to be clever, or even thoughtful.

When you create a Facebook post, you need to come at it this way: “How can I thoughtfully construct this post to ignite the action needed for my fans to engage?”

Remember, if there is no engagement, Facebook simply thinks your audience is not interested. And they’re not going to promote something that they think people aren’t interested in. On the other hand, the more people take action on one of your posts, the more your posts will show up in their feed. Not just that one post they liked, but all your posts.

Mark Zuckerberg recently shared his vision for Facebook. He wants to create the “perfect personalized newspaper for every person in the world.”

<Personalized newspaper>

What this means is that FB is focused on the fan experience. The fan’s. Not yours. That’s why sharing what is relevant and significantly useful to your fans will give you a BIG advantage to being seen in News Feed.   Failing to share what is highly useful will alienate you from your fans. Do you understand who your fans actually are? You really do need to get to know your audience. This is the FIRST step to engagement.

<engagement ideal customer>

Every FB fan sees a constant stream of stories and now more than ever only the best of the best will get through on a consistent basis. You can use this to your advantage by taking action. Now is the time to up your game by taking your communications to the next level.

There’s more competition for what they (users) see, so only the highest-quality content is actually going going to get through and shown to those people.   Mark Zuckerberg

Is he describing your content? If you’re not sure, now’s the time to start taking inventory! If you have taken the time to learn about the people sitting in front of you, ideal customer link  your fans will have you on “notifications” because they won’t want to miss a single one of your FB posts

Do you know how to see your engagement rate?

I would be remiss if I did not include a small section in how to actually see your engagement on your posts with more detail than you see on the actual page.

To see the engagement rate for your posts:

  • Click Insights at the top of your Page
  • <insights>Click Posts

<recent posts>

  • Scroll down to All Posts Published

<fan page>

  • Click to the right of Post Clicks / Likes, Comments & Shares

<fan page engagement>

  • Select Engagement Rate from the dropdown menu

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How does your content stand up when you actually check your page?  Are you ready for some super simple tips to encourage engagement on your fan page?  If so post: I am ready below!

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