If you’re like others who manage a Facebook community, your number one goal is to increase comments, shares, and likes of your organization’s Facebook page. The most common question you probably ask yourself is “How do I generate more engagement on my Facebook posts?” Here are some tips to help encourage your fans to engage with your page.
Don’t just speak to your fans; engage them in two-way communication. Use current events or hot topics and ask for your fans’ thoughts and insights. Be sure to join the discussion to moderate any incorrect information and offer any insight. Patients are always looking for credible, useful health information that assists them in making informed decisions.
Frequency of posting
One of the easiest ways to lose fans is to post infrequently. The key is to have enough updates to keep fans engaged, but not so many that you annoy them. Start by posting once or twice a day at a specific time. Experiment with different times. Analyze the responses and adjust the timing and frequency accordingly.
Allow fan to post photos
Invite fans to upload photos to your Facebook page, as it’s a perfect way for patients to engage with your hospital. Children’s hospitals have had great success as patients will share their experiences and gratitude. A photo submission policy should be created so those submitting photos can adhere to the rules, and that any photos not following the policy will be removed.
Contests are a great way to get fans to “like” your page but be careful…you want fans to be engaged because of your valuable content, not because you give things away. A poll or a contest can be a fun way to engage your fans. For example, asks fans to watch a video and answer a question for a chance to win a prize.
Spotlight your employees
Featuring employees is a great way to humanize your organization. Use pictures that show them on the job or at work events, like a community health fair or volunteer opportunity. Feature an employee to highlight their specialty, favorite pastime, last book read, or something your audience can relate to. Fans like to feel a special connection to your brand and giving an inside look is a great way to make them feel involved.
It’s all about the fans
Your Facebook page needs to be used for purposes other than promoting your hospital’s services. You need to inspire your fans to “like” your page and to recommend it to others. You can do this by asking questions, posting simple polls, and responding to their comments and questions.
Measure fan engagement
As a marketer, you know that what can be measured can be managed. So even though Facebook metrics can be overwhelming, you need to measure your page’s performance. The most relevant metrics focus on your individual Facebook posts so here are 6 metrics to track performance:
- Fan Reach – number of fans that have seen any given post who have viewed without the action of a friend’s like, share, or comment.
- Organic Reach – number of people, fans, and non-fans, who have seen a given post without the action of a friend’s action.
- Engagement – number of people who clicked anywhere on the post.
- People Talking About This – number of people who did something to show engagement to their friends.
- Click-through rates – number of people who clicked on a link to the content.
- Negative feedback – number of negative comments.
Post high-quality content
Post content that is relevant and timely. Ask yourself if you would share it with friends or recommend it to others. High definition photos and videos provide engagement levels that far exceed plain and simple text. Quotes can also be used to increase engagement and encourage “likes” and comments.
Call to action
An important goal of most Facebook fan pages is to have your fans interact with your posts. Studies show that if you simply ask for a response, people are more like to respond. Encourage engagement by using simple, clear language, and use power words to prompt an action. The lesson is simple: people will interact with your post if you ask them.
Increasing engagement with your fans really boils down to timing, quality content, and 2-way communication. Every audience is different so, as you would with any marketing activity, test and learn. Figure out what resonates with your audience, and work hard to deliver that to them with every post.