The 5 Golden Facebook Engagement Metrics

Marketers make the most of Facebook when they remember it's a two-way communication channel. Here are five ways to do engage fans in dialogues, culled from a white paper Buddy Media released on Saturday.

Marketers make the most of Facebook when they remember it’s a two-way communication channel. Here are five ways to do engage fans in dialogues, culled from a white paper Buddy Media released on Saturday.

Content Is King

Content on the page should complement but not replicate brand website content. If a customer base fits a specific demographic, target content to fans’ interests. Use images and messaging from the website, but also add fresh, new content.

Example: Aflac, a Columbus, Ga.-based supplemental insurance company, centered its Facebook page around its duck mascot, and showcased commercials not posted on the brand’s website.

Leverage Assets

Pre-existing assets have value. Come up with original, social ways to use website and other content on Facebook.

Example: Saks Fifth Avenue leverages existing assets in its social media campaign with Saks Archive Fridays. Fans are given a reason to return to the page each week – to find freshly posted images from archive catalogs, ads and employee newsletters.

Fans-Only Access

Fan totals are the most transparent metric on Facebook, so what happens to the fan base is a reflection of your social marketing campaign. Try enticing first-time users to like your brand with additional access to content or rewards.

Example: American Express partnered with Travelocity to reward Amex fans who clicked like on the travel site with $100 in hotel savings.

Keep it Fresh

The page’s success is defined by the regularity with which fans return to it. Meet users expectations by regularly updating with content. Brands that post news feed items alerting users to updated content had dramatic traffic surges to custom tabs.

Example: People.com seals return visits to its page by daily updates to a custom tab with a new quiz, and the substance of the quiz goes out in a news feed item every day to drive traffic to the updated content.

We Have A Winner

“Limited time promotions, contests, and sweepstakes are some of the most powerful weapons in the Facebook advertisers’ arsenal,” Buddy Media says in its report. And a visual ticking clock can urge users to take action on the page. Try running frequent unannounced sweepstakes and raffles to get users to return often.

Example: Budweiser posted an unannounced sweepstakes only to fans the chance to win tickets to the Austin City Limits Music Festival. Users entered basic information to enter the drawnbg. Not having to post photos or videos increased entries.

Readers, what methods have you found to work, or to backfire, when trying to engage fans?