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by Courtney Bogolin on 6.28.2011 in Brand Development, Interactive Marketing 0

While it’s important to note the number of new Facebook fans a company’s Fan Page garners each week, this metric is not the most important indicator of social media success. Instead of focusing on increasing fan volume, companies should work towards fostering fan engagement.

Unique Content

Knowing your company’s target audience and generating content that speaks to them is the first step in increasing fan engagement. Knowing who your fans are will help you determine what kind of value a Fan Page could add to their lives.

For example, through unique content and custom apps, Red Bull’s Fan Page consistently sees high engagement levels. Their consumers are action-oriented thrill seekers who enjoy adventure-related sports and youth culture, so their Fan Page leverages interactive games, brand related events, merchandise and a web TV program that spotlights Red Bull sponsored athletes.

Encourage Comments

Great content will elicit a bit of fan activity, but for increased viral visibility and free marketing, companies need to provide content worthy of a response. Jump-start wall conversations by asking fans for their opinions. Creating status messages with open-ended questions is an easy call to action, and everyone loves to share their opinion.

Merely starting a dialogue isn’t enough to keep fans interested. Companies need to check their posts several times a day while promptly replying to fan comments.

Crate and Barrel offers its fans phenomenal customer service through its Fan Page. Daily, their fans ask questions, such as, “Where are your stores located?” and “Are there free shipping options?” to which Crate and Barrel’s team offers quick, professional responses.

Not a Major Brand?

A company doesn’t have to be a major brand with deep pockets to provide an engaging destination. A bit of creative thinking paired with trendy or fun topics will help any brand engage its fans. If a company expects fans to engage beyond the “like”, then its page should be a fan resource that provides a unique user experience.

*Brighton has experience engaging Facebook Fans for several Company Facebook Fan Pages.  For more information on Brighton’s Interactive Services, please feel free to contact us!

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