How to Lead Your Facebook Page to Breakout Interaction and Momentum

facebook interaction break-out“How do I get more people to interact on our Facebook page?”

That’s one of the questions I hear most often from people.

Maybe you see the potential of social media to engaged, discuss, share, and build community… So, you took the initiative to get start a blog or Facebook page for your organization. You had this dream that you’d post something to the blog each day or a few things to Facebook and each time would initiate a vibrant discussion with dozens of likes and comments. Now you just wish you could get one comment.

So, how do I get more people to interact on our Facebook page?

The conventional wisdom is to post more interactive content.

  • Ask questions.
  • Ask easy, personal but not too revealing ice-breaker-type questions like, “If you could go anywhere in the world, where would you go?”
  • Ask for feedback.
  • Post a poll question.
  • Give something away.
  • Do a contest.

Those are excellent ideas. If all you’re doing on your Facebook page is broadcasting announcements and links to your blog, consider adding some of these ideas into the mix.

Facebook and the Big Mo

But, that doesn’t always work, especially if you have a relatively small number of Facebook fans (less than 500) or you’ve got a history of little engagement on Facebook. When you’ve got a history of little engagement, you’ve got negative momentum. Nobody expects engagement, so nobody likes or comments.

On the other hand, Facebook pages that have a lot of engagement, have a totally different culture. Everyone knows there are going to be comments, likes and discussion so they don’t hesitate to jump in and be first. Pages like this have the big mo… momentum.

Leading a Change in Momentum

Most people try to change the momentum of their Facebook page through content alone – implementing some of the ideas above. But your leadership can make a huge difference. Here’s how:

1) Share the vision. Approach 10 people in your organization who use Facebook regularly. Share with them your vision for a vibrant, engaging Facebook community where ideas are being shared and discussed… where people inside your organization are learning and growing… where people are sharing content with their Facebook friends… and the Facebook friends who are not yet connected with your organization are seeing and being invited to check out this vibrant, engaging community.

2) Make the ask. Ask those people if they would be a part of the core group of people who would help to build momentum for this kind of engagement on Facebook by being intentional about liking and commenting on as many posts to the Facebook page as they can.

3) Create an email list for your momentum builders. Send them info on what’s coming up before the general public hears about it. Email them when you’ve posted something particularly important and want maximum engagement.

4) Make it fun. Give away something to the person who is the biggest initiator. Maybe give something away every month. Invite the group out for lunch. Brainstorm with them on ways your org can be even more engaging on Facebook.

This strategy is not just applicable to Facebook but also to building momentum on Twitter, a blog, or any other social media initiative.

Success requires first expending ten units of effort to produce one unit of results. Your momentum will then produce ten units of results with each unit of effort. -Charles J Givens

Have you got a vibrant, interactive Facebook Page? If you do, what advice do you have for those who aren’t there yet? If not, what do you think about using leadership to give your Facebook page some momentum?

6) Leadership in Communications Q & A <– Leadership in Communications –> 8) Does Your Organization Need a Social Media Policy?

Paul Steinbrueck is co-founder and CEO of OurChurch.Com, elder of CypressMeadows.org, husband, father of 3, blogger. You can follow him on Twitter at @PaulSteinbrueck and add him to your circles at Google+ as +Paul Steinbrueck.

13 Responses to “How to Lead Your Facebook Page to Breakout Interaction and Momentum”

  1. Paul,

    Thank you for the advice on Facebook. I do have a page that at first picked up momentum quickly going from 0 to 100 in a few months. Now it needs this leadership push to regain a new surge. I am looking forward to what others have to say about this topic.

    • PaulSteinbrueck Aug 30, 2011 at 1:59 pm

      So, what do you think about recruiting a team of 10 people to be your momentum builders? In, out, or thinking about it?

  2. Paul, definitely in, I just need to Id. who will be the best people to recruit for the job.

    • PaulSteinbrueck Aug 30, 2011 at 4:51 pm

      Awesome! I hope you'll come back and let us know how it goes. You could even write a guest blog post about it.

  3. Nancy Patterson Sep 1, 2011 at 11:16 am

    Excellent info!

    Nancy Patterson
    npcoach.com

  4. Breakout interaction… I like that cutting edge stuff.. Bless you

  5. We've learned (on Oregon Zoo's Facebook page) that a bunch of immediate "likes" and comments will increase a post's EdgeRank, so we post at key times when we know more people are likely to be on Facebook (11:30 a.m. & 3 p.m.), AND we ask a core group to immediately like or comment on it. GOLD!

  6. Great ideas – love the one especially about recruiting 10 people to help push the FB page. As a start-up NFP, on my own, with zero marketing budget, that's just the sort of information I need. Thank you :-)

  7. Really fantastic info you've provided. Thank you.

  8. Thanks for the great information. As a party of one, the idea of asking 10 people to help promote the FB Page is a wonderful idea. Krista's comments about posting at key times is also very helpful. Many thanks!

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    [...] 7) How to Lead Your Facebook Page to Breakout Interaction and Momentum  <– Leadership in Communications –> 9) 4 Innovative Ways to Build a Communications Team When You Have No Staff Paul Steinbrueck is co-founder and CEO of OurChurch.Com, elder of CypressMeadows.org, husband, father of 3, blogger. You can follow him on Twitter at @PaulSteinbrueck social networking employee, Facebook, policy, rules, social media, staff, twitter How to Lead Your Facebook Page to Breakout Interaction and Momentum Analytics: Top Search Phrases, Posts & Wonky Keywords in August [...]