The social media train is chugging full steam ahead and those businesses on board - that are truly invested - will tell you that engagement is the key to social media success. Driving user engagement is quite tricky, though. You have to find the perfect mix of attention, without being overbearing and "in your face". If you look at Facebook EdgeRank and the measure that's placed on different actions, shares are certainly one of the most beneficial for enhancing engagement. So how do you encourage users to share your content?
Timing and Consistency
Timing is extremely relevant when it comes to posting content. You need to look at when your users are most active. Sometimes this will take a few posts and reporting to determine, but generally speaking you should already have a good idea about your target demographics. What times are they most active? When will they be guaranteed to see your post in their newsfeed? It varies from one industry to the next, but you'll usually find people most active during office hours, peaking once in the morning and again in the afternoon.
Consistency is also important. Aim to post at the same times every day so that users know when to expect it. Posting something each day of the week will also benefit your communities and allow them to become familiar with your brand.
Imagery Is Essential
Can't seem to attract attention? Have a look at each post from a neutral perspective and see if you're offering content that even you would find interesting or captivating. Attaching an image to each post is paramount in drawing the attention of your users. It's not often that people share content that doesn't have imagery attached.
Be Clear In Your Message
Know what you want to say and say it in as few words as possible. Make sure you use a consistent tone of voice across all your social media communication, and include a call to action in each post. According to Facebook, keeping posts between 100 and 150 characters (3 lines) results in a 60% increase in likes, shares and comments.
Offer Value, Entertainment and Information
There's a reason why people are visiting your Facebook page in the first place - they are interested in what your business is about or they're keen on your content. Either way, they're there and you can use this to your advantage by giving them a positive experience when on your page:
• Offer content that is valuable, content that people will want to absorb
• Offer entertainment value that relates to your niche
• Keep your audience informed and educated
Don't Be Afraid Of Apps
Apps add an additional dimension to your Facebook efforts and create an opportunity to host competitions, surveys, interactive events and a number of other exciting activities.
Be Creative With Your Content
Don't be afraid to get creative with your content and create shareable items such as infographics, videos, memes and so on.
As with anything, it's a process of trial and error and you'll need to play around a bit to see what works best with your brand and target market. Tweak as necessary and find the perfect fit for your Facebook marketing plans.
Image courtesy of: http://thewovenlife.woventheapp.com/tips-tricks/sharing-your-photos-with-woven