Engaging facebook fans with post !
A service provider in India has recently partnered with Facebook to launch a new “Facebook Phone”. It gives users affordable pre-paid and post-paid plans to surf, upload pictures/videos, update status messages and chat with their Facebook friends.
If you are guessing that am going to tell you about the benefits of having a Facebook Fan page, then you are wrong. I’m sure all the enterprises already own a Facebook page and have a fair share of fans. They constantly update the page with status messages, photos and videos. The posts get tons of likes and comments. You are familiar with Facebook insights and must be doing a regular report about the volume of new fans, likes and comments etc.
But does this mean all your fans are constantly engaging with your page? Do you know what your fans like or dislike?
A simple way to answer all these questions is to run a multivariate test on all your posts. Multivariate Test is a process by which more than one component, that determines the success of a post, can be tested.
Before we start, determine the metric that will determine the success of your post. I strongly recommend that you use ‘Feedback rate’. Feedback rate is the number of comments and likes per impression. ‘Impression’ is the number of times your post has been seen on your wall and the news feeds of your fans.
A few parameters that you could consider to compare are:
1. Time: What is the time of the day that your posts get most visibility and engagement?
Pages like Starbucks and NYTimes would probably get a lot of fans that engage with their page in the morning whereas fan pages that let you book tickets online would get more engaged fans in the evening.
2. Day: Do your fans ignore all the messages posted on Monday because they are too involved in planning the week ahead or do they miss all your updates during the weekend since they are busy spending quality time with their family and friends offline?
3. Length of the post: Do your fans like your post when it is long or short? Determine the length of each post and plot them against your feedback rate and find out yourself!
4. Category: Which category of posts do your fans enjoy? To determine this, first you need to categorize your posts according to the theme of your post. Is your post about an announcement of an upcoming event, information about an exciting offer or is it update about upcoming features? What are these guys interested in hearing more about?
5. Demand response: This is the most important parameter that you should look at. Do your fans respond to the posts that demand response? The whole point of having a Facebook page is so that the company gets to know their fan base up-close. So first determine if your fans are responsive enough. Determine if they answer a question you’ve posted, upload a pic of them holding their favorite product of your brand, and participate in the contest that you organize. If they do not then there is some serious problem with the way you communicate your point.
