What seems to be the hardest thing is having a “conversation” online. Businesses in the past have been so used to selling via means of Television/Radio/Newspaper advertising it seems the behaviors of how you would treat the traditional advertising has bled through to social media.
The result from this is that your audience will feel “Talked At” (and sometimes Yelled At) as opposed to having a “Conversation With”.
What follows is your Content Checklist:
1. C.T.A. (Call To Action)
Ensure that you’re not making any presumptions that your audience “know” what to do, just because they use Facebook. Often what I hear from small business owners is “Why arn’t they commenting? How do we get them to like our stuff more?” There is a presumption that your fans/brand advocates know what they’re doing on your Facebook page and if you don’t know why you’re there you can’t expect your fans to know for you.
People won’t “like” things just for the sake of liking stuff. They will however answer questions or give an opinion of something if it is asked for, especially if it is something to do with your business.
My favorite example was recently, I made the decision to get someone else to work on our logo, for anyone that knows me I have had tendencies in the past to be a complete control freak over such decisions. My lesson from this was that I should let our fans have more input in difficult decisions because it turns out they know us better then we do.
This one conversation reached over 700 people, the most that our page has ever reached for one post – so far. What was it that was so engaging? We had a clear Call To Action.
“Comment “Braaains” for the one on the left or “Clicky” for the logo on the right!”
Your fans want to be involved and feel involved in your brand/business – the point of social media is that it has allowed people to connect with their brands in a much more personal way then ever before.
2. Does your content spark any emotional or intellectual conversation?
Asking things that will spark a memory or emotion (good or bad) will often result in a large level of engagement one of the best examples was presented by the marketing agency 360i
Asking questions such as:
“… What do you think?”
“… How does this make you feel?”
“Do you remember when…?”
Is a good starting point.
3. Do you have a message? Is it consistent? Does it express your brand? Is it relevant to your industry?[fblike]