Facebook Engagement Best Practices
Over the years, social media has become increasingly important for many industries, including the field of Public Relations across Asia. As Dickson highlighted in his previous posting on leveraging social media, social media is one of the most essential tools any PR professional should include in their toolkit. In fact, Facebook has become one of the most important platforms a PR practitioner uses to meet their PR goals.
However, in order to be noticed on social media, we have to constantly maintain a competitive edge by staying ahead of the curve.
So without further ado, here are some tips on creating an effective social media strategy with Facebook:
The key to using a social media platform like Facebook is to engage the audience. Social media users are people who are active and they normally are more opinionated and outspoken. It is best to create content in which the audiences are able to participate and interact. For example, a good tactic could be posting a picture and adding a ‘call to action’ sentence below which will engage the users’ response or just simply by asking them questions in the status updates.
According to research by Jeff Bullas (2012), posts with 80 characters or less receive 66% higher engagement than a longer post. The attention span of Facebook users is usually very short and it is important to hook their attention with an engaging and relevant post.
With the introduction of Timeline on Facebook, images have been proven to be more effective at engaging audiences’ attention and interest. Facebook has also introduced a new function where you can ‘highlight’ your pictures in the new Timeline format, which helps to make your page look more attractive with illustration.
Source: Jeff Bullas (2012)
Persistence and consistency is the key to a successful Facebook page. Remember to consistently update the page at least once a day and keep it three posts, the maximum, per day. As the saying goes, quality over quantity wins.