Over the past two years, I have been one of the primary facebook page admins for the Chesapeake Cats and Dogs facebook page. In that time, I have helped the page double in likes; from 1250 in December of 2013 to more than 2700 today. What makes a facebook page successful?
Step one: interesting and unique content.
What makes your page different from the perhaps thousands of other similar pages? What do you have to offer the facebook audience that they can’t find somewhere else? Figuring out how to make your page unique is step one.
Step two: once you’ve figured out the answer to step one, the next step is to post regularly.
Depending on the type of page you’re running, that could mean once a week, once a day, three times a day, etc. You need to find that sweet spot between posting too infrequently and losing your audience’s attention and posting too frequently and risking coming across as “spamming” your audience. Another aspect of this step to keep in mind is that facebook will not display all your posts in your follower’s timelines. So, the more frequently you post, the more likely your page will show up in their timelines; however, if you post too frequently, you also reduce the chances that any one post in particular will be the one that is displayed. For the CCAD page, I aim for 3-4 posts a day. Also be aware that facebook recently made adding images to albums display in timelines; so adding images to albums now count as posts. One other note: for posts that include more than one image, be sure to include a description on each image; facebook will often only show the images in timelines without the corresponding post text attached.
Step three: interact with your followers!
When people comment or send your page a message, reply as quickly as you can… Even if you don’t know the answer to their inquiry, let them know you’ve seen their comment or message and are working on answering it.
Step four: encourage followers to SHARE your posts.
This will increase the number of people who see your posts AND will encourage people to consider “liking” your page.
Step five: Once your page has a certain number of likes, you can view the “Insights” tab to see which posts encourage the most interaction. What is particularly helpful is you can see WHEN those posts have been made. For example, on the CCAD page, posts made in the evening have tended to get the most views. One caveat: facebook does not always display your posts in people’s timelines in a timely (pun intended!) fashion. Often posts will appear in timelines several hours later. So keep this in mind when you are figuring out when is the best time to post. Generally, I try to schedule posts an hour or two BEFORE prime interaction time.
Step six: Schedule posts!
Facebook allows pages to schedule posts in advance. This means you can plan several days worth of posts ahead of time and be strategic about when and what you’re posting.