Achieving social success on a Facebook fan page depends less on the nature of business and more on what you do and how you encourage engagement. How do you generate Likes, comments, or re-shares? According to research, posts with pictures average 5.5 times more Likes than those without. Posts with questions receive twice the number of comments than posts without, and those with links are shared on average twice as much as posts without.
It’s a hard science to crack but a few brands have managed to do it and make a success of Facebook. Below are five brands that have used these strategies to successfully grow their fan base and encourage engagement.
With over 75 million likes and every post garnering thousands of comments, and in some cases over 40,000, Rihanna, the pop icon in the music industry, is truly a Facebook celebrity. The community management team behind her online marketing efforts have created buzz about her, both as a person and as a brand. A closer look at the posts on her page will reveal calculated efforts into the timing and design of each post. With a mix of selected images and videos that include personal snaps, behind-the-scenes Instagrams, and album covers, there seems to be huge investments into eye-catching photos that will generate likes, comments, and shares.
The strategy behind the buzz also includes conscious development of a serious fan base. There are official posts of upcoming events and well spaced-out postings of what you can expect as the event draws near. A careful use of hashtags, updates to shows, and a collection of Rihanna brands and collections can be found on her fan page which makes her fans want to share all these collectibles.
Recognizing, acknowledging, and encouraging your fan page is another powerful engagement technique her fan page employs. Milestones of record sales, music video views, and Facebook shares are just some of these engagement techniques that have been effectively used.
Target is another Facebook success story. The retail and consumer merchandise destination has over 22 million likes on Facebook. It success story is based on various partnerships including Facebook where the company launches offers and campaigns with a social twist. These social deals have generated buzz and are aimed at getting shoppers into physical stores.
With competition from conglomerates like Amazon, Target needs clever and effective marketing strategies that go beyond a mere online experience. With most stores having to deal with the problem of show-rooming, where customers simply go into stores to check out and maybe try out items, only to go home and buy the same items online on Amazon or other places, Target came up with the idea of matching prices at online retailers all the time. This means that shoppers don’t need to go home or purchase elsewhere after trying out the items. This effectively creates the online-to-offline connection needed to push sales.
Noteworthy too is the frequency and variety of content posted on the company’s Facebook page. The page is updated several times a day, which may explain the high engagement rate that occurs. Each post is accompanied by tens of comments which seem to be coming from Target customers. This customer interaction is vital and contributes to more buzz as they spread the word about offers and promotions being promoted on the page.
The Pringles Facebook page is a good example of a company that knows how Facebook works. One obvious element that stands out when you land on their page is the use of comedy on the images. The potato chip brand uses its industry vertical to post various images that are easy to share and that can generate buzz. A look at the comments will show hundreds of comments and thousands of Likes for each single post.
Pringles knows how to use questions to encourage comments and even where a question is not asked, the statement will beg for comments. Whether its an image of “The Thinker” with a Pringle on his hand or it’s a empty box of Pringles screaming “May Day, May Day!”, these guys really know how to get their audiences talking without so much as telling them to go out and buy Pringles. Its fun and interesting engagement at its best.
While Starbucks is definitely a household name outside of the world of social, it has also clearly realized the power of social and has dialed into that world, and not surprisingly, found great success on Facebook. With over 35 million Likes and growing, Starbucks incorporates the various aspects of coffee down from showing pictures of coffee beans on the farm to pictures of its community stores and workers.
Attractive pictures are used to showcase close up shots of coffee, whether its coffee beans in an Espresso cup or a group of patrons wearing green Starbucks attire on St. Patrick’s day. A look at the comments will reveal customers who really know their Starbucks brands and are not afraid to tell it. Each post receives thousands of comments with hundreds of thousands of likes, not forgetting thousands of shares.
Adidas is no doubt a powerful brand that has both a strong offline and online following. The Adidas fan page has over 21 million Likes with hundreds of comments on each posting. Its popularity has largely been fueled by the many contests that it runs right within Facebook. Promoting campaigns on Facebook is not easy task but when fans get to see the winners and a follow up of the win, then you can be sure to see engagement go up. This is exactly what Adidas has done with its page.
A variety of content, some dating back to the early days of Adidas are also showcased, with new releases getting full page coverage in high definition pictures. Adidas is clearly not afraid to flash its latest products before its audiences, who are also eager to talk about the products and re-share with friends.
6. Red Bull
Its hard to beat video on the Web…..and on Facebook. Just ask Red Bull. Their Facebook page is filled with video clips of extraordinary fits of people doing amazing things. The page is clearly fun-filled which may explain the huge fan base numbering over 39 million. Each post or video garners thousands of likes, shares, and comments which prove that people actually do watch those videos.
The idea behind the page is to wow the fans and Red Bull is succeeding tremendously in doing this. While a few Red Bull colors and logos may be seen here and there in the pictures, the company is clearly not trying to sell anything on the page and just wants its audiences to enjoy themselves. Pictures of snowboarders, bikers, and aerial maneuvers pack the page which brings out the idea of awesomeness without having to say it.
It is clear that the above brands have taken an active approach to ensure they are engaging with their audiences.
– Rihanna’s page is constantly updated with the singer’s upcoming events which keep everyone excited.
– Target has been able to create that online-to-offline connection which is so vital when selling items online that are largely found in stores.
– Pringles uses questions to get readers commenting.
– Starbucks uses attractive pictures to tell the story of coffee from different perspectives and in ways that people can relate.
– Adidas effectively uses promotional contests with high def pictures to get fans excited.
– Red Bull uses amazing video clips to get its fans talking on the page.
The above brands all aim to create excitement by having people behind the brand who are passionate and committed to creating the kind of experiences that fans are looking for. They know their audiences well which makes their passion contagious. These brands also realize that a vision is equally important to the product and needs to be sold before a solid fan base can be established. Such a strong fan base will help spread the brand’s message and virally attract new fans. And of course, all communication is fun and casual to match the medium.