Facebook pages: Really worth the effort?

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These figures from the All Facebook blog, don’t look too good do they?

Companies spend a lot of money creating their Facebook page and are disappointed with the percentage of fans that actually see the page. 

If you’re not actively canvassing likes and comments then your page posts might be disappearing as Facebook scores other pages higher than yours.  The Facebook Edgerank weighting may mean your posts are never seen – even if you have hundreds of fans.

So is it all worth the effort?

Good news, the answer is yes…

If you have a great strategy, you can encourage engagement.  There are ways that you can grow engagement and keep your fans interested. 

  • Post regularly.  Add polls, quizzes and questions to encourage interaction – especially if there is an incentive to answer.
  • Offer a prize for the best answer to the question
  • Encourage creativity, haikus, poems, limericks, tongue twisters
  • Allow posting of user generated content such as photos to the site.
  • Target your audience – encourage people who are more likely to share your page with their friends
  • Celebrate winners.  Fan of the week, etc will encourage further sharing as fans vie for attention

Hardly anyone pays attention to your Facebook posts.  You will miss lots of status updates from your friends, so unless you are really active on your Facebook page, then your fans will miss that activity too.

So if you’re a page administrator, use the page as often as you use your own profile – and keep the engagement going…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.