In the world of Facebook, the “Like” button is one of the highest compliments you can give a business page. First you like the page, then you can like their content. A combination of “liking”, commenting and sharing the content means the world to companies. It means they are keeping you engaged and that their brand is important to you.
So how do they keep us engaged?
During my summer internship I was asked to research our competitors’ Facebook pages, as well as companies that just seemed to get it right. It was so interesting to see the variety of messages companies utilize to encourage posts.
My favorite company page is Barbie’s page. After she caught my attention with the Valentine’s publicity stunt, I still find her posts just a cute and fun as ever! Barbie offers fashion and life advice, in a Barbie tone voice. Everything is “Fab, dolls”. She doesn’t even have to ask people to answer a question or like her post, they just love what she says. She’s absolutely iconic.
Oreo is blowing my mind lately. I understand, they have 22 million fans, but even the most seemingly random post receives an overwhelming amount of attention! For instance, yesterday they posted “Oreos and milk,” and that was it. It received 31,110 likes and 2,648 comments. WHOA. That’s insane. Way to cleverly take advantage of our love for chocolate cookies, Oreo!
Yet according to this article on Mashable, Buddy Media suggests that to increase engagement, we should ASK people to like our post and have them TELL us what they think. The above examples are so iconic that we’ll love anything they say so who is trying this ask and tell strategy?
Hershey’s asks a LOT of questions on their page. They have fill-in-the-blanks, encourage “Likes” and ask questions. Do people respond? They have almost 2.5 million fans and their posts receive anywhere from 40 to 600 comments. The post that received the most was a fill-in-the-blank.
MLB is also engaging fans by asking them questions and to fill-in-the-blank. Their questions ask “What would you do?” and place fans in the position of their favorite players.
Build-A-Bear Workshop has utilized this ask theory in their posts lately and has seen a significant amount of response. Most recently, they asked fans to click “like” if they knew someone with a cub on the way and 776 people clicked like.
It seems that getting fans to stay engaged begins with having an excellent reputation. Why should they care? That’s the next part. Tell them why they should! Tell them what to do and tell them fun facts! Just keep it fresh and we’ll be yours forever.
TELL me what your favorite brand page is! (Have to practice what I preach!)