Author: Kurt Schauer
Many companies struggle with this problem: You have a glossy Facebook presence that you feed with exciting content. In fact, you have already convinced a few fans to „like“ the company presentation. But they do not want to actively participate. The page seems like a sad show in which an entertainer compulsively tries to get his audience to join in …
Note: Many fans don’t even see your content
Before the tips, however, you should be aware of one circumstance that many companies do not know or at least do not take into account: Most fans do not even see your content. In the „Timeline“ (the news feed), Facebook preferentially displays posts from friends. „Locowise“ calculated for 2015 that only between 7.1 and 8.4 percent of companies‘ posts actually reached their fans. In the meantime, Facebook has also changed its algorithm — and favors friends‘ content even more. It is therefore all the more important to activate the fans who do see the posts from your company page and ideally also to encourage them to come back on their own.
1. Behind the magic:
Allow a glimpse behind the scenes. Users love to see that „real people“ are working on the other end. Allow a glimpse behind the scenes via your Facebook presence. Post pictures from the factory floor, your window, or the office coffee machine. Give your company a human face that your fans can identify with.
2. Humor as a Weapon: Laughter is Never Bad
It is probably the best-known advertising concept that has lost none of its validity: people want to be made to laugh. Fulfill this wish for your users. Anecdotes from office life are the easiest way to do this. For example, post funny customer letters – anonymized, of course – or write reports about accidents or mishaps that have already occurred in your daily routine. However, make sure that you do not write about anything that could jeopardize your fans‘ trust in you.
3. Nostalgia: Play with your history
Are you an older company that can look back on a proud history? Especially on Facebook, many fans love to indulge in nostalgic feelings. For example, post pictures from 30 or 40 years ago from your office, recall old company names or long-forgotten company logos. Bring back the memories – this creates an emotional connection with your fans.
4. A little more action please: Present your offers in action
Surprisingly, many promotional images (and also films) are often very static. Products are simply shown as they are – a descriptive text announces what they can do. However, most fans do not (only) want to read and use their imagination to envision how the respective product works – they want to see it! Fulfill this wish and show your offers in action!
5. Good yesterday – and today too: Reuse successful content multiple times
This may not sound like a particularly good idea at first glance: Why should one recycle already used content? In fact, you just need to work intelligently, because what was good yesterday is usually still good today. For example, introduce „Posts of the Month“ – by you and by the fans. A competitive situation always encourages participation. You will quickly have users who want to achieve a „Post of the Month“.
6. Before-and-After Comparison: What Can Your Product Do?
This tip is closely related to the previous two: Don’t just show your product in action, but specifically create before-and-after comparisons. These are excellent as a „Post of the Month“ (or „of the Week“). For example: If you offer cleaning foam for sofas, you can easily address everyday problems, such as: „Has your child left ugly stains on your couch with ice cream fingers? Here’s how our foam helps.“ It is important with before-and-after comparisons that you always address a problem with which your fans can identify.
7. Let Your Fans Report or Advertise for You
You do not always have to post the before-and-after comparisons yourself. Simply delegate this task to your fans. Let them report on their experiences with your product or post photos. Many companies dislike this form of activation because they fear critical posts: however, your users actually pay very close attention to how you handle criticism. User posts thus either advertise for you or allow you to present yourself as reputable and understanding.
8. Offer contests
This tip for motivating your Facebook fans to participate is closely related to number seven: to encourage your fans to post experiences, etc. with your products, you should offer contests as a reward. Contests always work excellently overall: as soon as there’s something free, people are on board.
9. Big Words: Quote
If you are also active on social media in your private life, you know that proverbs and quotes circulate thousands of times in networks; they are extremely popular. Take advantage of this and post quotes that match your products. Ideally, you should slightly alter them and make them humorous, for example. If you publish a newspaper or run a news site, you could, for instance, work with the classic: Is your opinion set? We would be happy to confuse you with facts!
10. Information in a nutshell: Post infographics
Over time, you will find many exciting infographics on the web that are relevant to your company. Post them. However, the information should not be direct advertising, but genuinely inform users. In this way, your Facebook presence will become a place where your fans receive interesting information.
11. The Customer is King: Conduct Surveys
There is no proverb that consumers, fans, or whatever they may be called, love more than „The customer is king.“ Therefore, regularly conduct surveys and let your fans have a say in relevant questions. Afterward, post evidence showing that you have actually implemented the survey results. However, do not overdo it with surveys: there have been cases where companies conducted surveys about what they should survey next. This shows fans that it’s not really about their opinion, but only about their activation.
12. Trust in videos
A general trend on the internet is that clips are becoming increasingly popular. Therefore, you should regularly post moving images. You should mix the content: funny clips that you have found on YouTube, for example, are just as suitable as tutorials for your products. Over time, you will get to know your fans better and will instinctively know which videos you should post.
Do you have questions?
Kurt Schauer
Managing Director
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