Increase the Power of Like with Facebook’s Holy Grail, Conversation

Increase the Power of Like with Facebook's Holy Grail, Conversation

Are you one of the many marketers discouraged by the fact that only 16 percent of the people who like your page on Facebook are actually seeing your posts? You’re not alone, and believe it or not there’s hope beyond the scope of paying Facebook for increased visibility.
According to a study by Edgerank, the key to increased reach on Facebook is conversation. The firm found that every comment a Facebook post generates results in 14.678 clicks, which in turn translates to much more visibility (because not everyone who sees a post clicks on it). From an advertising perspective, this might cost you seven bucks on the Facebook platform.

This is four times more clicks than a Facebook post like, meaning the holy grail of Facebook engagement requires more than encouraging the click of a button. So how do you take this knowledge and apply it to your page for increased visibility and conversions?

[sws_yellow_box box_size=”500″] Avg Clicks Per Like: 3.103
Avg Clicks Per Comment: 14.678
Avg Clicks Per Impression: 0.005 [/sws_yellow_box]

Three Ideas to Generate More Facebook Conversation

Specific, Low Maintenance Yes, No Questions

The key is to design posts for conversation, which means posts should be quick and easy to answer. Specific yes no questions often generate conversation, not only because it’s easy to write two to three letters in response to a post, but also because your most passionate fans are likely to take the conversation above and beyond. The same applies for True False questions as well.

Ask for Fan Preference

Fans love sharing why they like one thing over something else and in some cases, their answers can serve as valuable market insight. Take a stab at a few posts relevant to your brand like, “Do you like one

Ask Fans to Fill in the Blank

“I love Coca Cola because ______” and other fill in the blank posts generate great engagement for pages across the board.

The Secret is in Expectation and Consistency

Whichever way you dice it, it’s important to remember humans are creatures of habit. They’re also hesitant to stick out or break barriers, so the first few comments are always the most difficult to earn. If you can generate momentum and consistency though, you can effectively train your consumers to check your Facebook page for new fun and engaging opportunities as a part of their routine on the site. This is the holy grail of Facebook marketing, and while it’s difficult to achieve, you can increase your odds by encouraging invaluable comments and responding to fans with appreciation for their participation.


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