Let us start today with a damp squib: everyone on Facebook knows that there are online marketers trying to monetize users. What it means is that you cannot do something on the sly. It will require some special thought and care on your part as a social media marketer to get people interested. It becomes tougher because these very people already know that you are out to engage their interest. They make it difficult and sometimes impossible to tap. You need some ideas that are different and breaks through the clutter. In this post, I have outlined some methods of engaging and monetizing fan frenzy on Facebook.
Make them Curious. Actually!
The way to capture or stoke fan frenzy that has really caught my attention and given me some degree of success is the element of curiosity. We all know that we are expected to make the Facebook user curious enough to click on our published links. However, as I mentioned earlier, since the user already knows that they are being made to click on it, they are wary of doing so. How do you wrap your head around it? Here’s a trick: write something and attach it to the link that you publish. This something cannot be the usual, generic lines like ‘Here’s what you can know about elephants!’ etc. Instead, write something like ‘The second point about elephants applies to humans, too!” People will be immediately hooked to find out what that second point about elephants is. It will ensure, to some extent, that the post is read.
Mix them Up
No one likes to read content when all they are looking for is infotainment. People, especially those on Facebook, are sold on infographics, memes and videos. They are not comfortable with a text-heavy diatribe on whatever you are writing about! When they visit your web page or blog and find simple text (a copious amount of it at that!), they are immediately repelled. They want something of more value in their little time. They are not interested in reading, they are all about browsing or simply glancing through. If your content does not pass this litmus test, you need to do a rethink. Mix up your content, alternating between videos, images, infographics, contests, opinion polls and several other options that you have on the table. When users find something different each time, they are game for more.
Revive Golden Oldies
Do you want to continue spellbinding Facebook fans even through your content writer is out on a holiday or writer’s block? I have the perfect remedy to do that, not that my writer is frequently ditching my ship! The way out to continue publishing is to revive the golden oldies! That is, republish links of content pieces that have made their mark in the past and will find resonance among new users who have joined your arena. Tested success stories will appeal to new readers as well, provided they are still relevant. After all, a brilliant article on using MySpace or Orkut will not work today, will it? If the relevancy is there, you can replug old posts and make sure that your Facebook page is not running dry of content or ideas.
Insights on Preference
With Facebook insights, you can find out which posts published on your page drew in the fans. Was it a video or an infographic? Was the material about user experience or product features? Studying preferences will give you a glimpse of what will work for your Facebook audience. I have learnt from experience that it is more viable to model your content strategy on the preference of end users rather than expecting them to evolve their taste to enjoy what you publish. Your brand is about them; they are not about your brand.
The Final Word
Despite these ideas, I have to admit that handling Facebook engagement or monetizing it is definitely one of the most challenging jobs in the digital marketing field. There is rarely any blanket solution to common problems. Try these out for your brand and let me know if it works.