The following was written by Ryan Smith, who presented on engagement regarding Facebook
during the Social Media Boot Camp.

As a student organization, seeking engagement correctly is an important aspect of managing a Facebook page. Facebook can be an extremely useful tool if utilized using the following tips and tricks that, however common knowledge they may seem, are neglected a lot of the time.

Always, always, always be thinking about visuals when posting on Facebook. Engagement rates increase tremendously when a user sees a post that includes a visual, whether it includes a photo album, single pictures, or videos. Including organization members in posts is also beneficial.

Keep your posts short! Even though you might have a lot of information to deliver, posts with fewer than 100 characters combined with bold, beautiful photos get the most responses! Try to limit your posts to the most pertinent information, keeping it sweet and simple, and link to the remainder of what you need to communicate.

Speaking of links, don’t shorten your URLs! It doesn’t give the user any indication of where the link leads to and engagement rates will decrease.

It may seem self explanatory, but when seeking engagement, it is as simple as telling them exactly what you want them to do. The most effective commands to use in your posts include “post,” “comment,” “take,” “submit,” “like,” and “tell us.”

Don’t forget to ask plenty of questions, as well. Keep in mind, questions should be placed at the end of a post. Doing this increases engagement by 15% over questions placed at the beginning. When considering what questions to ask, it will help to know the highest engagement rates come from “where,” “when,” and “should” questions, while the most likes are given to “would” questions. “Why” has the lowest engagement.

Be creative when seeking engagement! Don’t be afraid to share content that has nothing to do with your organization, just as long as you can tie it back to the brand that your organization has built or is in the process of building.

Lastly, try to aim at a goal of posting 4 to 5 times a week, written at a 5th grade level. This simply means keeping it straightforward and simple, taking into account that sticking to class hours will hinder your engagement efforts. Consider the times of the day that your target audience will be checking their Facebooks. All in all, if your organization maintains a positive, consistent objective at seeking engagement correctly, I am sure you will find success!

– Ryan Smith


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