What can marketers do to ensure that fans engage with them instead of hiding their content?
1) Focus fan acquisition efforts on quality fans rather than quantity fans.
Identify your ideal fans-–those are the folks who will truly engage with you because they love your product and your brand. Accept that a portion of your existing fans may no longer be interested in what you have to say, and don’t get frustrated if your unsubscribe rates are temporarily higher than this average of 2%. It may just mean that you need a different set of fans, not a new content strategy.
2) Stay on-topic with your content.
Even the most loyal fan will leave after reading 10 off-topic posts in a row. Be humble enough to admit you don’t always know what your fans want to read—so ask what they want to see. Whether you run a poll or simply pose a question, it’s worth doing this at least once a quarter. Once you receive the feedback ensure you act on it, and adjust your content strategy according to those findings.
In addition, track your metrics very closely to see which posts not only are getting the most engagement, but the most organic virality. Those are the topics that resonate.
3) Match your fans’ expectations for posting frequency.
How to time your Facebook posts to reach the most fans is a perennially popular topic, but just like an email list, it’s easy to wear out your fans, even with good content. My recommendation is post once a day. If you have an event that offers a lot of good information, go for several times a day for several days of the event, but not more than that.
4) Tweak your copy so it’s recognizably your brand voice.
Sometimes the problem isn’t that the content is off-topic, but that it’s off-voice. Your brand has a unique voice which your fans know and appreciate, so make sure your posts are phrased in a way your customers expect. And don’t forget that you are human, so write like a human, not like a PR professional.
Finally, don’t be afraid to try new content, new format, and new approaches. You might be surprised what types of posts your fans might react to in the most positive way. The key with experimentation is not just trying new things, but measuring the results and adjusting in real time.
-Your fans will remain loyal as long as the content remains relevant and expectations for frequency are met. - More via Ekaterina Walter