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Develop A Strategy For A Facebook Fan Page

Most of us have a page set up on Facebook for our blogs. So, now what? How do we use that to drive readership and engagement?

I’ll confess, I’m not a power player on Facebook. Twitter is where I have my fun, but I recently took a hard look at the stats and was startled to realize how much BIGGER the role Facebook plays in driving my readership; because I get more hits from Twitter (slightly), I’ve always focused there but the truth is (by the numbers) while only 2% of my Twitter followers click over to my blog posts, over 30% of my Facebook followers do.

Clearly, I need to do more on my Facebook page. So I set out to learn how I can make better use of Facebook for driving traffic to my site. It’s time for me to make the most out of Facebook.

First and foremost, I need to create a Facebook strategy. I’ve got multiple years of strategy building experience under my belt for my past jobs and clients, so I’ve turned those skills into a series of simple goals. I currently have 1,274 “likes” on my Facebook page for my blog (sure, I’m shameless, go ahead and like me here). I’d like it to be closer to my actual readership, so I’d like to work toward the 5,000 mark. So how do I do that? This is what I’ve come up with.

• Do more than just post links to new blog posts. I set it up in WordPress to automatically update Facebook each time I post. However, this is ALL I currently post to my Facebook fan page. That’s the exact opposite of what I suggest to people when it comes to Twitter; no one likes someone that just broadcasts links over and over. Why would that be any different on Facebook?

• Run a contest. Okay, here it gets a bit tricky. Facebook’s Terms of Service have some STRICT rules about how you can host a contest on your page. You CANNOT, under any circumstances, make “liking” your page be a condition to enter the contest. So, how can you use contests to drive “likes?” You use what’s called a “like gate.” Basically you have the contest info behind a like gate, meaning folks that want to enter have to like your page in order to get access to the entry info, but they are NOT liking the page in order to enter the contest. A fine distinction, to be sure, but one that will keep Facebook from deleting your page. Which they can do. Read the fine print.

• Use Facebook Questions. Did you even know this cute little program is an element of your Facebook page? You can set up a quick mini-survey to engage your fan and increase participation on your page. I’m planning on doing a whole series of fun questions ranging from stuff about the holidays to what people want to see me write about using Facebook Questions.

• Use images, videos, and fun links. I’m actually going to start a short series of videos that are only available on my Facebook page. Super short, under a minute, and just fun little snapshots of my life and family. I’m also going to upload some of my Instagram photos there since I take those all the time, as well as post links I find interesting on there as well.

I’ll have to let you know how it goes. What do you think? Are you using your Facebook fan page for maximum benefit? What do you think I’m missing in my strategy?

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