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Optimizing Facebook Engagement: What Newsfeed Content Works

Every brand, product and target audience is different, so perfecting type of content is a unique process for each brand. While Tabs have played a significant role in how brands use Facebook to reach their customers, this blog points to a much deeper issue regarding any brand’s social strategy. Tabs are only part of the equation.  The key lies in the quality content that continuously inspires genuine engagement.

The main hub on Facebook now between a brand and its fans is the newsfeed — the only place to reach a brand’s Facebook audience. To implement an effective strategy on Facebook, brands need

to engage more earnestly with their audience by focusing on content that breaks through the clutter. In turn, this compelling content heightens engagement and increases the likelihood that the Facebook Edgerank algorithm will incorporate these types of updates in the future. And for brands, this means knowing and thinking like their audience.

For starters, explicit calls to action get the best response. Here are other ways to tap into the mindset of a Fan, demand attention in the newsfeed and maximize engagement. 

1. Establish connection with the Fans.

Once customers become Fans, brands need to remind them why they “liked” them in the first place. Insight on company culture, employees and events allows Fans to connect with a brand in a more direct and personal way.

2. Keep the message short and sweet.

Facebook users scan their newsfeeds multiple times a day. Multimedia updates that stand out next to long text blurbs tend to catch their attention and attract more comments, clicks and shares. Avoid text overload with visuals.

3. Set industry trends.

Fans like to learn more about the brands they follow and look to them for new ideas as a leader in their industry. Sharing white papers, interesting assets and positioning posts helps to showcase brands as thought leaders and set them apart from competitors.  Use continuous newsfeeds to teach and inspire with leadership.

4.  Be more than interesting – be helpful

Surprising Fans with interesting content that is not expected makes it fun, such as games, puzzles, etc.  Nothing makes Fans more excited than accidentally finding something in their newsfeed that they were looking for.

5. Be relevant – a.ka. Be Local

Fans based in New York do not share common interests as fans in San Francisco. Facebook’s new promotion capabilities can unlock specific targets/markets.  So use them wisely.  Target updates based on personal location or interests. Share the right content with the right people to make your brand relevant. 

6. Interact with your Fans in Real-Time

Social media allows brands not only to broadcast to their audience but to interact with them in real-time. Customers have now learned to use brand pages to express problems and concerns with the company.  Hence, it has become even more important to address them in a timely manner. Positive experiences with customer service and extra help from brands build customer loyalty.  These loyal customers create word-of-mouth marketing which, in essence, is free advertising.

7. Actually ask what Fans think

Opinions matter.  Fans get excited knowing their opinions matter. The newsfeed is a great place to find out how Fans use a product or what they think about an issue through comments and polls. As they interact with a brand’s content, the newsfeed encourages their friends to chime in, as well.

8. Make your Fans feel special

Who does not like a VIP treatment? Fans appreciate knowing that they are valued. One way of showing their value is by giving away discounts, specials and exclusives on products and services just for Fans – This gives them incentives to try something new, and they would also spread the word about the exclusive deals to friends.  Using a social loyalty program would be a good strategy, as well.

9. Lure your Fans back to the page

Fans need a reason to check out the “full view” of brand pages — and the newsfeed is a perfect place to do circle them back to the page.  Promos, contests and engagement opportunities posted in the newsfeed are a great way to heighten interest and direct them to a brand’s Timeline or even a custom-designed application.

 10, Create and Repeat

Facebook gives brands the platform to master the creation of compelling content,  raise interest in Facebook content, inspire engagement, then better secure placement of future content in the newsfeed. And loop back again.

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