Facebook is a noisy place. Like me! Follow me! Share my photo! Leave a comment! Click my link! It’s a lot to keep up with, especially if you’re just trying to use Facebook to keep in touch with your friends. That presents quite a challenge for brands with Facebook pages who want to get more likes from people who will actually pay attention and interact with them.
To better understand how to make people pay attention to YOUR Facebook page, it’s important to understand why Facebook users bother following brands on Facebook. This will help you see how quantity of likes is nowhere near as important as the quality of likes.
According to WebProNews, the top reasons people like a brand page are:
- 34% – Promotions & Discounts
- 21% – Free Giveaways
- 14% – Loyal Customer
- 11% – Brand Trust
- 20% – Other
That’s pretty much a 50/50 split between freebies/discounts and vague warm fluffy feelings. So let’s examine what can make a page more warm and fluffy.
Great Facebook Pages I Follow
I’ve cleaned up my Facebook friends and liked pages at least once a year, and have found there are a few brand pages I must keep following, either because I’m loyal to their brand or just love the way they use their Facebook page to interact with their audience. These include:
- The Animal Rescue League of Boston where I adopted my cat. Their updates are brilliant and engaging — they update their page 2-3 times per day with photos of animals available for adoption or recently adopted. And who doesn’t love to look at cute pictures of animals?
- Walt Disney World because I’ll be forever obsessed. Their updates are par for the Disney brand, with a hint of magic, a behind-the-scenes look at Disney World, and cute freebies and contests for their biggest fans.
- HubSpot so I can keep up with inbound marketing best practices (and because I used to work there). While largely self-promotional (yep, I can say that now), their content is truly high-quality and educational, which is why I’ve continued following their page.
- Grub Street, a local nonprofit offering various workshops and events for authors. I follow this page to monitor future events and workshops I might want to attend in person, and they sometimes have tips and articles relevant to me as an author.
- Various author and literary agency pages because I’m an author and I want to see what fellow authors are up to, writing tips they share, book deals they’ve made, and so on.
Characteristics of engaging Facebook pages
While I don’t follow many pages, the ones I do keep track of are:
- Personally meaningful. I am or have been a customer in the past. These pages are so successful because extend the connection they already have with their fans to Facebook, rather than purely trying to reach a new audience via Facebook.
- Valuable. I get some sort of value from each page. I get free templates and marketing information from HubSpot. I get super-cute kitten and puppy pictures from the Animal Rescue League. I get fun Disney World trivia and the first look at new promotions that I actually care about. And I get to be the first to sign up for Grub Street writing workshops/events before they fill up. Each page provides real value to its audience.
- High-quality. The content each of these pages post is relevant, meaningful, and often educational, and each post is accompanied by an image or video that gets my attention each time.
- Consistent. They regularly post this high quality content at least once per day. This is why building a content schedule is so important.
- Likeable. While all of these Facebook pages are inherently self-promotional, the updates are light, cheerful, engaging, and sometimes funny. Also, the content provides value to me, even though it’s promotional in nature. This makes all the self-promotion less obnoxious.
Your turn! Which pages do you follow?
I’d love to hear from you now. Please comment below and let me know which Facebook pages you’ve liked and regularly interact with, and why (if you can pinpoint a reason). Remember, interacting can mean simply reading the post or clicking a link — it doesn’t always mean liking or sharing the update. Let’s see if we can find more characteristics of engaging Facebook pages!
Photo Credit: Stats in image via WebProNews