Second of a Two-Part Series on Facebook Posts
In the first part of this series, we examined approaches to increase engagement on your Facebook profile. Today, we are going to examine posts from a Facebook author page (yes, mine) and explain how you can generate more comments, shares and likes on your own Facebook page.
Why Writers Need a Facebook Author Page
If you already have a Facebook profile you may be wondering why you would even need a Facebook author page, am I right?
Facebook profiles are for people. It’s a venue to connect with college friends, colleagues, and acquaintances to share information about your lives. A Facebook profile shouldn’t be used for selling books.
On a Facebook author page, you can market your books, promote your readings and workshops, and notify fans that your book is available for free for a day. In short, this is where you can communicate meaningful content that your fans will want to know as well as promote yourself and your books.
What can Facebook page accomplish for you? It will:
- Build your brand.
- Help you to engage with your readers.
- Give your readers an opportunity to express their appreciation for your books and share their own insights.
- Improve your search engine results, which in turn will boost sales of your books and attendance at your workshops.
Focus on producing quality content, writing short posts (80 to 190 characters), and always including images that are colorful, unique, and compelling. Respond quickly to your fans’ comments, promote their publishing successes, and just enjoy the experience.
Ways to Boost Engagement on Your Facebook Author Page
On my Facebook page, I always post about books, authors, social media, self-publishing, and posts from my blog. I also include author quotes and fun images about writing and books. When I found this image, I thought I would include it. With Facebook, it’s important to keep a balance between the meaningful and the mundane. This image veered toward the mundane so I thought I’d use it. The post garnered eight likes, three shares, 382 users saw it. Not bad but I didn’t receive any comments.
In keeping with the theme of my page, I included this author quote because I liked it and I felt that it would resonate with other writers. This post triggered fourteen likes, thirty-six shares, and it was seen by 1,666 Facebook users. I was pleased.
Next, I posted an Infographic on Twitter. It received five likes, three shares, and seventy people saw it. The problem with this status update is that it wasn’t relevant to my audience. If the hashtags had been related to writing, such as #amwriting, #amediting, etc., it might have attracted more attention. So this post was a lesson for me: The message wasn’t geared specifically for my audience.
Every writer battles procrastination and distractions. We really want to sit down and right and yet we can sometimes be easily tempted by a dog’s bark, a song playing on the radio in another room, or a latte we’re craving. Knowing this, I posted this image with the hope that I would generate some likes, shares and chuckles.
This image resonated with many people and resulted in twenty-six likes, six comments, a whopping fifty-three shares and 319 clicks, and reached 2,900 Facebook users. On pages where my fans shared this image, it garnered an additional 112 likes, thirty-eight comments and three shares.
With this next image, I wasn’t sure whether people would like it or not. However, it fits my theme of books, writing, and Indie authors. On my Facebook page, it generated five likes, twelve shares and 794. On the pages where others shared it, the image generated fifty likes and six comments.
Sure-Fire Ways to Boost Engagement on Facebook Pages
- Stick to your niche. As the example above proves, when I provided an Infographic on hashtags that weren’t specific to my audience, engagement dropped.
- Balance the meaningful with the mundane. Ultimately, our readers return to us for our content. If we constantly post pictures of kittens and puppies, we’ll lose them, unless you blog about rescued animals. Posting the fun Infographic about writers’ many distractions generated more engagement and spread my page well beyond the limits of my Facebook followers.
- Use images. Images attract the eye and if they are humorous, will easily generate some type of engagement. To keep my Facebook author page balanced, I post images in the afternoon and content-rich items in the morning.
Experiment with your posts, study your Insights – Facebook’s free analytical feature – and learn what works best for your audience.
About the Author: Frances Caballo is a social media strategist, trainer, and author of Social Media Just for Writers: The Best Online Marketing Tips for Selling Your Books and Blogging Just for Writers. Presently, she is the Social Media Editor for the Women’s National Book Association-SF Chapter, the San Francisco Writers Conference, and the Bay Area Independent Publishers Association. You can find her on Facebook, Twitter, LinkedIn, Pinterest, and Google+.