Behind the much quoted statistic that 96% of Facebook Fans never revisit your Page lurks one of the biggest challenges in social media marketing: how should you engage your fans and encourage loyalty?
Here are our top 8 ways to encourage Facebook fan loyalty:
1. Drive Discussions
Once a Fan Likes your Page, it’s a case of “engage or die”. Your Edgerank (the algorithm used to determine what posts will appear in a fans newsfeed and how high up) is largely determined by how engaged they are. If you don’t engage them early, they are less likely to receive updates from your page. By posting daily quotes, photos, questions, polls or news, with an obvious call-to-action, you maximise your opportunities for engagement. PG Tips, Bang and Olufsen and Jaguar have been identified as having the highest engagement levels in the UK.
Rewarding Facebook fans has been proven to strengthen the connection they have with your company. This can take any number of forms. Most businesses have some intellectual property they can offer, whether it’s a free e-book, video, or alternatively, a coupon or voucher (see below). Offering ‘added value’ can be better for improving loyalty than a simple percentage discount – a free dessert rather than 10% off your bill for example.