TOP10 Things We’ve Found That Drive Engagement on the U.S. Navy Facebook Page
Ask a Direct Question 1* We pick topics that are generic enough that most fans can answer We pick a topic that people care about and will want to answer—whether it’s a hot topic, fun, or a burning issue that people want to discuss We respond to comments and set expectations in case fans may seek some sort of follow up to their response Who doesn’t want their voice to be heard?!?
Vote for favorite photo 2* Rather than post every photo submitted to Navy Visual, we select a few of the best photos from that week and ask the fans to vote for their favorite! We take care to tell them how their vote will count, when the decision will be made, and which photo is the winner
Feature a Sailor 3* We add a personal perspective by doing a quick interview with your “Sailor of the Week” and often post an interesting quote and photo to go with it ADVANCED: Sometimes we also post a short (less than 2 minutes) video with that person and upload to the page Everyone can relate to this real perspective
Respond to fans 4* We try to thank fans for engaging as often as possible If there is a question, we’ll try to answer it (often, the fans will answer it for us!) When we don’t know the answer, we reach back to the appropriate subject matter expert to help us accurately respond Sometimes, we will also refer them to the appropriate POC for their question/comment (this happens most often as we refer eager young men & women wishing to join the Navy to the appropriate recruiting POC) We make sure to check discussion boards, too!
5* Ask for support We share announcements about homecomings, special command achievements, good news, and also the not-so-good news as appropriate so our fans can provide support to one another
Post leadership quote 6* Particularly during a time of crisis or uncertainty, the “voice” of leadership can be just what the community needs We always add a link to the full official statement when available
Post a video 7* Videos provide variety and an engaging multimedia platform for our community members We like to post all types—informative/news, slideshow of images, interviews, entertaining, etc. Sometimes we upload directly to Facebook and other times we upload to our YouTube channel and link to the video there *We have not figured out a way to Tag another Page when posting video/photos directly to Facebook So we will post to Flick/YouTube and then upload to Facebook as a link with a Tag to other relevant command pages.
Link to other page 8* We use the tagging feature to link to pages that have news related to the Navy. It enhances the information we post makes our fans aware of other Navy command, leadership and government pages
Link to news story or blog 9* We leverage the content posted to other Navy sites such as Navy.mil news stories or NavyLive blog posts and sharing them with our Facebook fans We always make sure to add some text explaining the post because posting just the link without explanation can be confusing!
Post note with news item 10* If there isn’t a link to a publically available website (Navy.mil or the NavyLive blog) that all our fans can easily access, we post the text of that news item into a note and share with our community that way
That’s our top 10 list… What’s yours?Send your most effective tactics for engaging your community to email@example.com by Friday, August 20, 2010 to be included in a future social media snapshot.