What Does Your Facebook Engagement Look Like?
Marketing on Facebook is all about engaging with potential prospects and existing clients.
In fact, Facebook offers you the most opportunities for engagement with your customers, more than any other social network. And the more engaged your fans are, the wider your reach and visibility.
But not all engagement is created equally. Here are three different types of engagement on Facebook that you should look at:
1. Facebook engagement as defined by Facebook itself: comments, likes, shares and clicks on your links.
2. Facebook engagement that is not measured by Facebook: reading an update in a newsfeed, sending a private message, looking at a photo, and even liking your page.
3. Relationship-based Facebook engagement: Are you having deep and meaningful conversations with your Facebook friends and fans? Are you connecting with them on a personal level? Do you know them, and do they know you?
While high numbers on the first type of engagement (the numbers you can see on the Facebook Insights for your page) might make you feel good, out of the three types of engagement above, the relationship-based Facebook engagement is the most important one to growing your business and converting your fans into paying clients. It’s also the hardest one to master and not easily measurable.
When it comes to making money from Facebook and attracting high-paying clients – it’s not about the number of likes on your page, or how viral your posts are. It’s about the “know, like and trust” factor that you build over time.
I talk often to people who have thousands of followers, and whose posts can easily reach thousands or hundreds of thousands of people. However, to me it’s not a true measure of their Facebook success. And when I ask them how many clients they get from Facebook on a regular basis – many admit that they don’t. And that means they are not leveraging the power of Facebook to build real connections with people and create revenue streams.
No amount of likes and shares can replace personal relationships with your fans.
There is an obvious and direct correlation between the level of your personal engagement and the returns you will see for your business.