10 engagement principles for your branded Facebook page

A few weeks back I shared some engagement principles for a clients Facebook page.. It’s not rocket science, but I’ve found adhering to these basic engagement principles has helped me in creating vibrant community conversation, particularly on branded Facebook pages.

PRINCIPLE 1:
– It’s about stimulating, not controlling the conversation.
The best status upates are open ended questions, always.
PRINCIPLE 2:
– Entertain, facilitate or offer utility
PRINCIPLE 3:
– Be relevant! Don’t stretch your content too far from the credible role your brand plays in their life.
PRINCIPLE 4:
– Create content that they can participate in, play with or produce themselves and pass on.
PRINCIPLE 5:
– Focus on creators / critics : they are responsible for the biggest ripples and influence
PRINCIPLE 6:
– Make everything easily shareable
PRINCIPLE 7:
– Install community managers who understand brand
PRINCIPLE 8:
– Define what type of friendship you want to have & articulate your brand behaviour (this should mirror your overarching brand personality) eg: Are you a facilitator? An entertainer, a concierge, a party host, a deal maker?
PRINCIPLE 9:
– Provide facts and benefits at the moments that count (timing)
PRINCIPLE 10:
– Be genuine, warm and surprising

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