Facebook defines engagement as interactions people have with a brand's content, such as likes, comments, shares, and clicks. Engagement occurs most often in the News Feed. Several factors influence how often a user sees a brand's content in their News Feed, including their previous interactions with the brand and the quality of the brand's content. The document provides tips for increasing engagement, such as posting original and community-generated content regularly, asking questions to spur conversations, and understanding when and how users access Facebook to post at optimal times. It also recommends analyzing engagement metrics with Facebook Insights and promoting high-performing posts to broader audiences.

1. Increasing Facebook
Engagement
Staying on top of it all

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. How does Facebook define engagement?
FACEBOOK ENGAGEMENT

4. What is Facebook engagement?
Post clicks
Created stories
Photo views
Likes
Link clicks
Comments
Other clicks
Shares

5. What is Facebook engagement?
Post clicks
Created stories
When
people
interact with
your content
When
people
respond to
your content

6. Where do people engage?
•
•
•
•
Their news feed
Your Page Timeline
News ticker (desktop)
Sidebar ads (desktop)

7. Facebook’s Holy Grail for engagement
THE NEWS FEED

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. Getting the perfect mix
THE MAGIC FORMULA

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. 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. Everything Changes.

13. Everything Changes.

14. What can I do to connect with my audience better?
INCREASING ENGAGEMENT

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. What’s the best practice?
Conversation
Content
Context
Engagement

17. What should I share on my Facebook Page?
CONTENT

18. What should I share?
Community
Your
original
content
Interactions
Other
people's
content

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. 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. 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. 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. Content: What should I share?
What do people want to talk
about?
Content
Conversation
What do people expect to be
posted?
Content
Context

24. What do people want to talk about?
CONVERSATION

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. 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. What do people expect to be posted?
CONTEXT

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. What do people expect?
Remember, it’s all about
people!

30. Increasing your engagement with Facebook’s data
LET’S GET ANALYTICAL

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. Time to pay for it
Think seriously about your Facebook
marketing budget.
• Boost your best posts
• Target your promotions