Increasing Facebook
Engagement
Staying on top of it all
Facebook Engagement
• What is Facebook Engagement?
•
•
•
•

How Facebook defines engagement
News Feed
Factors affecting yo...
How does Facebook define engagement?

FACEBOOK ENGAGEMENT
What is Facebook engagement?

Post clicks

Created stories

Photo views

Likes

Link clicks

Comments

Other clicks

Share...
What is Facebook engagement?

Post clicks

Created stories

When
people
interact with
your content

When
people
respond to...
Where do people engage?
•
•
•
•

Their news feed
Your Page Timeline
News ticker (desktop)
Sidebar ads (desktop)
Facebook’s Holy Grail for engagement

THE NEWS FEED
News feed
• What you see when you log in to Facebook
• A filtered view of the stories (activities) from
your:
• The people...
Getting the perfect mix

THE MAGIC FORMULA
There is no magic formula 
Facebook’s algorithms
• Likes, comments, shares
• Previous engagement with
page
• Type of cont...
The latest from Facebook
• Greater focus on sharing ‘high quality’ news
• Fewer memes
• Fewer picture quotes

• Need to pa...
Everything Changes.
Everything Changes.
What can I do to connect with my audience better?

INCREASING ENGAGEMENT
What’s the best practice?

Post updates about things you and your
audience want to talk about in a way that
they expect.
(...
What’s the best practice?
Conversation

Content

Context

Engagement
What should I share on my Facebook Page?

CONTENT
What should I share?

Community

Your
original
content

Interactions

Other
people's
content
What should I share?
• Content you create and
about your business
Community

Interactions

Your
original
content
Other
peo...
Content: What should I share?
• Content other people
create related to you
and your community
Community

Interactions

You...
What should I share?

Community

Interactions

Your
original
content
Other
people's
content

• Ask questions
• Involve you...
What should I share?

Community

Interactions

Your
original
content
Other
people's
content

• Replies to comments
and pos...
Content: What should I share?
What do people want to talk
about?

Content

Conversation

What do people expect to be
poste...
What do people want to talk about?

CONVERSATION
What do people want to talk about?
Questions to ask
• What outcome am I helping my
client/customer achieve?
• What are we ...
How do we create conversation?
• Talk about them
• Post their content

• Use Facebook as your Page and comment on
other Pa...
What do people expect to be posted?

CONTEXT
What do people expect?

Timing Styling Device
When are
they on?

How does it
look?

What are
they using?

What are
they do...
What do people expect?

Remember, it’s all about
people!
Increasing your engagement with Facebook’s data

LET’S GET ANALYTICAL
Test your performance
• Use Facebook Insights
for:
• Demographics about
people who like your
content
• When people are onl...
Time to pay for it
Think seriously about your Facebook
marketing budget.
• Boost your best posts
• Target your promotions
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Increasing Facebook Engagement

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Increasing Facebook Engagement

  1. 1. Increasing Facebook Engagement Staying on top of it all
  2. 2. Facebook Engagement • What is Facebook Engagement? • • • • How Facebook defines engagement News Feed Factors affecting your content Latest updates from Facebook • Tips for increasing Facebook Engagement • Best practice tips • Analysing your Facebook performance • Paying to improve your engagment
  3. 3. How does Facebook define engagement? FACEBOOK ENGAGEMENT
  4. 4. What is Facebook engagement? Post clicks Created stories Photo views Likes Link clicks Comments Other clicks Shares
  5. 5. What is Facebook engagement? Post clicks Created stories When people interact with your content When people respond to your content
  6. 6. Where do people engage? • • • • Their news feed Your Page Timeline News ticker (desktop) Sidebar ads (desktop)
  7. 7. Facebook’s Holy Grail for engagement THE NEWS FEED
  8. 8. News feed • What you see when you log in to Facebook • A filtered view of the stories (activities) from your: • The people you’re “friends” with on Facebook • Facebook business/community Pages you “like” • Fun fact: there are over 1500 possible stories that could appear on your News Feed every visit • Facebook filters your feed based on 100,000 factors
  9. 9. Getting the perfect mix THE MAGIC FORMULA
  10. 10. There is no magic formula  Facebook’s algorithms • Likes, comments, shares • Previous engagement with page • Type of content • Timing • Negative feedback • Quality of content • Article types • Bumping • …the list goes on and on! User behaviour • Family and friends • Time on site • Demographics • Questions • Call to actions • Cats, dogs and babies? • Specials • Mobile/desktop
  11. 11. The latest from Facebook • Greater focus on sharing ‘high quality’ news • Fewer memes • Fewer picture quotes • Need to pay for boosting/advertising • Focus on mobile • Facebook Paper • Facebook Messenger • Instagram • Story bumping
  12. 12. Everything Changes.
  13. 13. Everything Changes.
  14. 14. What can I do to connect with my audience better? INCREASING ENGAGEMENT
  15. 15. What’s the best practice? Post updates about things you and your audience want to talk about in a way that they expect. (and be prepared to pay)
  16. 16. What’s the best practice? Conversation Content Context Engagement
  17. 17. What should I share on my Facebook Page? CONTENT
  18. 18. What should I share? Community Your original content Interactions Other people's content
  19. 19. What should I share? • Content you create and about your business Community Interactions Your original content Other people's content • Blog posts, new products, opening times etc. • Videos • Photos
  20. 20. Content: What should I share? • Content other people create related to you and your community Community Interactions Your original content Other people's content • News articles • Videos • Fun stuff
  21. 21. What should I share? Community Interactions Your original content Other people's content • Ask questions • Involve your community in your content • Share your community’s photos, stories, posts
  22. 22. What should I share? Community Interactions Your original content Other people's content • Replies to comments and posts by others • Posting on other Facebook Pages as your Page
  23. 23. Content: What should I share? What do people want to talk about? Content Conversation What do people expect to be posted? Content Context
  24. 24. What do people want to talk about? CONVERSATION
  25. 25. What do people want to talk about? Questions to ask • What outcome am I helping my client/customer achieve? • What are we both interested in? • What would we talk about outside of the ‘shop’?
  26. 26. How do we create conversation? • Talk about them • Post their content • Use Facebook as your Page and comment on other Pages • (demo) Switch your user profile to your Page • Share content from other pages and be sure to say thanks • (demo) Find out what other Pages your fans like
  27. 27. What do people expect to be posted? CONTEXT
  28. 28. What do people expect? Timing Styling Device When are they on? How does it look? What are they using? What are they doing? How does it sound? What are they clicking?
  29. 29. What do people expect? Remember, it’s all about people!
  30. 30. Increasing your engagement with Facebook’s data LET’S GET ANALYTICAL
  31. 31. Test your performance • Use Facebook Insights for: • Demographics about people who like your content • When people are online • What type of posts work best • What other Pages are doing well
  32. 32. Time to pay for it Think seriously about your Facebook marketing budget. • Boost your best posts • Target your promotions
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