Increasing Facebook

Engagement

Staying on top of it all

Facebook Engagement

• What is Facebook Engagement?• How Facebook defines engagement• News Feed• Factors affecting your content• Latest updates from Facebook

• Tips for increasing Facebook Engagement• Best practice tips• Analysing your Facebook performance• Paying to improve your engagment

FACEBOOK ENGAGEMENT

How does Facebook define engagement?

What is Facebook engagement?

Post clicks

Photo views

Link clicks

Other clicks

Created stories

Likes

Comments

Shares

What is Facebook engagement?

Post clicks

When people

interact with your content

Created stories

When people

respond to your content

Where do people engage?

• Their news feed

• Your Page Timeline

• News ticker (desktop)

• Sidebar ads (desktop)

THE NEWS FEED

Facebook’s Holy Grail for engagement

News feed

• What you see when you log in to Facebook

• A filtered view of the stories (activities) from your:• The people you’re “friends” with on Facebook

• Facebook business/community Pages you “like”

• Fun fact: there are over 1500 possible stories that could appear on your News Feed every visit

• Facebook filters your feed based on 100,000 factors

THE MAGIC FORMULA

Getting the perfect mix

There is no magic formula

Facebook’s algorithms

• Likes, comments, shares

• Previous engagement with page

• Type of content

• Timing

• Negative feedback

• Quality of content

• Article types

• Bumping

• …the list goes on and on!

User behaviour

• Family and friends

• Time on site

• Demographics

• Questions

• Call to actions

• Cats, dogs and babies?

• Specials

• Mobile/desktop

The latest from Facebook

• Greater focus on sharing ‘high quality’ news• Fewer memes• Fewer picture quotes

• Need to pay for boosting/advertising• Focus on mobile

• Facebook Paper• Facebook Messenger• Instagram

• Story bumping

Everything Changes.

Everything Changes.

INCREASING ENGAGEMENT

What can I do to connect with my audience better?

What’s the best practice?

Post updates about things you and your audience want to talk about in a way that

they expect.

(and be prepared to pay)

What’s the best practice?

Engagement

Content

Conversation

Context

CONTENT

What should I share on my Facebook Page?

What should I share?

Your original content

Other people's content

Interactions

Community

What should I share?

Your original content

Other people's content

Interactions

Community

• Content you create and about your business

• Blog posts, new products, opening times etc.

• Videos

• Photos

Content: What should I share?

Your original content

Other people's content

Interactions

Community

• Content other people create related to you and your community

• News articles

• Videos

• Fun stuff

What should I share?

Your original content

Other people's content

Interactions

Community

• Ask questions

• Involve your community in your content

• Share your community’s photos, stories, posts

What should I share?

Your original content

Other people's content

Interactions

Community

• Replies to comments and posts by others

• Posting on other Facebook Pages as your Page

Content: What should I share?What do people want to talk

about?

Content Conversation

What do people expect to be posted?

Content Context

CONVERSATION

What do people want to talk about?

What do people want to talk about?

Questions to ask

• What outcome am I helping my client/customer achieve?

• What are we both interested in?

• What would we talk about outside of the ‘shop’?

How do we create conversation?

• Talk about them

• Post their content

• Use Facebook as your Page and comment on other Pages

• (demo) Switch your user profile to your Page

• Share content from other pages and be sure to say thanks

• (demo) Find out what other Pages your fans like

CONTEXT

What do people expect to be posted?

What do people expect?

Timing

When are they on?

What are they doing?

Styling

How does it look?

How does it sound?

Device

What are they using?

What are they clicking?

What do people expect?

Remember, it’s all about people!

LET’S GET ANALYTICAL

Increasing your engagement with Facebook’s data

Test your performance

• Use Facebook Insights for:

• Demographics about people who like your content

• When people are online

• What type of posts work best

• What other Pages are doing well

Time to pay for it

Think seriously about your Facebook marketing budget.

• Boost your best posts

• Target your promotions