Facebook is mainly used to communicate with friends, family members, play games, and as an avenue to log onto other social media platforms (for example Pinterest). By liking your page they’ve given you permission to cross the line into their personal lives.[Tweet “By liking your page your audience has given you permission to cross the line into their personal lives.”]
Some reasons people “like” your organization’s Facebook page:
- to support your cause
- they’re a volunteer
- they’re a customer
- they donate
- they receive services
- they want to stay updated
- they’re your hip aunt who wants to show support
What you post is going to directly affect whether or not they continue to like your page & get involved or unlike you and/or block your updates.
Here are the top 5 ways to lose engagement on Facebook:
1. Be a nag
If you’re begging people to like your Facebook page and only post about sharing your Facebook page, website, or other online links- you’re going to lose people. There’s a reason people like your Facebook page and the type of content they want to see is going to revolve around those reasons.
2. Serve turkey to a vegan.
Know who your audience is and what kinds of things they’re looking for. Pulling content out of thin air and at random will give the impression of being disorganized and not understanding your followers.[Tweet “Pulling content out of thin air and at random will give the impression of being disorganized and not understanding your followers.”]
3. Be a lone wolf.
If your Facebook page stands alone and isn’t integrated with your website, e-newsletters, signatures at the end of your e-mails, and so on- it will be a lone wolf. Integrate your Facebook page! If someone goes to your website and there isn’t a link to your Facebook page, they’re not going to go on Facebook and search if you have a page. Get your wolf pack together and integrate!
4. Be boring.
If the content you post is redundant, boring, or nothing out of the ordinary, you’ll lose engagement.
5. Fundraise. Fundraise. FUNDRAISE! Or Sell. Sell. SELL.
So many repeats, but when using Facebook, non-profits are different than businesses. Facebook is a great platform for fundraising- when it’s the right time. It’s mainly a place to build awareness of your non-profit and share your mission. Don’t over-do it by asking for donations in every post. Build your followers and their engagement- then ask for a donation. Same goes for a business, build up your community and give them great information before asking for a sale.