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Is Facebook Working For You?




How do you contact your Facebook fans?  In short you can’t unless someone has already messaged you via your Facebook page. Facebook edgerank makes it virtually impossible for all your fans to see all your posts so how can you communicate with this pool of potential customers? 

Last year we completely changed the way we ran our Facebook page for the best of henley-on-thames. Our aim was to increase engagement on the page in order to make sure we maximised the number of people who saw each post and subsequently clicked through to our website.  As a result of this change we grew our likes by over 20% and increased the number of people who registered as local members on our page.

To access our special offers you need to be registered as a member of thebestof Henley. We used to post links to our offers page so all our offers could be viewed.  Now we post pictures of specific offers with a link in the text giving people a reason to click through and find out more.

Some people collect data from their fans by running a competition. Facebook recently relaxed the rules on this by removing the need to run competitions through a 3rd party app. However if it is your aim to collect contact information you will need an app.  If you have taken a look at our Facebook page you’ll see that we recently ran a caption competition on the page and not through an app. The reason we did this was because we needed to act quickly and also because we saw it as an opportunity to boost engagement after Christmas.

There are other ways to collect data from your fans.  Many mail providers such as Mail Chimp provide an app that sits below your cover photo inviting people to sign up for your newsletter.

Another way to collect data is to have a landing page that asks people to sign up and like your page. It depends how these pages are set up but it is something I wouldn’t want to do. I believe strongly in the social in social media so to implement a page such as this is akin to entering a networking meeting introducing yourself and then refusing to get into a conversation unless the person you are speaking with gives you a business card.

Of course Google have recently introduced a way to contact your Google+ circles if you use gmail so it will be interesting to see how Facebook reacts.

If your Facebook page needs some tlc or if you need it to perform better for you just give me a call.

Written by Gillian Chappell


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