One of the critical objectives in creating a Facebook fan page for your client is to keep your audience continuously engaged.
It may take some time to understand how best to appeal to your specific audience. In the case of our client, Richmond Countyâ€™s tourism board, many of the fans are lifelong residents who take great pride in their area and enjoy seeing the region get the recognition they feel it deserves. Therefore, we strive to create original content that we know will appeal to them.
Above all, donâ€™t be afraid to experiment with different topics, ideas and events. Great success comes from trial and error and even the smallest details can make a difference. We recently audited our efforts to measure the engagement of our audience and found a couple of interesting conclusions. Our followers responded to a higher degree when we posted one update per day and morning posts had more activity than afternoon efforts.
Here are three helpful suggestions for keeping your Facebook fan page audience engaged and active:
Photo Trivia Contests â€“ Everyone loves a great mystery and photo trivia contests can provide an attractive daily update to your posting routine. You may want to begin with some simple examples to see how your audience will respond. We began with a photo of an out-of-the-way winery, which happens to be the only such location in the county. Almost immediately, the posts began rolling in, with several correct guesses right away.
The next photo trivia example upped the stakes, as we displayed a long-forgotten but famous locomotive, which used to make regular passenger train stops at one of the countyâ€™s most cherished tourism assets, the Hamlet Historic Depot & Museum.
One final example included a dual trivia question. A museum exhibit of a stuffed mountain lion was utilized to ask not only the species of the animal, but where it resided. This gave us the opportunity to promote the Rankin Museum of American Heritage, which houses the display, while notifying followers that the museum was ranked in the top-10 in all of North Carolina.
What we accomplished with these efforts was a way to engage our followers and tie in direct links to assets in the countyâ€™s key tourism categories.
Cross-posting/Themes â€“ You can build up the audience for your regular updates by cross-posting your efforts. While the regular audience for the Richmond County tourism page is fairly small, the audience for the Rockingham Speedway and Rockingham Dragway measures in the thousands. If you have previously â€ślikedâ€ť their fan pages, you can add them into your posts by inserting the â€ś@â€ť symbol just in front of their official fan page name. When Rockingham Speedway prepared for the return of NASCAR racing to the community in April of 2012, we embarked on a race theme week–placing daily facts and figures about the race track, former winners and assorted trivia. It was a hit.
Stay Active! â€“ One of the best ways to continually captivate your audience is to stay in front of them. It has been suggested that posting one to three times daily is an effective tactic. If you have enough news and updates to create additional entries, do soâ€”but always beware of over saturating your audience. Experimenting with posting at various times of the day can help you determine when your audience is most likely to engage.
Building a successful Facebook fan community is important. Without a doubt, social media is quickly becoming one of the most vital tools in the arsenal of public relations and media outreach. If you have any doubts, cast an eye toward the next generation and your future audience. For this is a world they already occupy.
Are you looking for new ways to successfully build your social media following? Have a great idea or story you would like to share? Tell us about it.
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