Chapter 3–Creating Buzz: Make your Facebook Page Interactive

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To make your Facebook page interactive, follow the leaders.  Identify a movie.  It doesn’t matter whether it is a new release or an older one. Enter the name of the movie you have chosen in the Facebook Search in the upper left-hand corner of the page followed by the word movie.  See as if there had been a Facebook page created for that movie.

Visiting that page, study it.

Look at the photos, film clips, videos, games, contests, and apps it may have used. Look at other Facebook pages for other movies.  Study the changes on each page. From the cover photo to each photo posted, look at each and see how frequently all other photos were updated.  Were they updated frequently?  How long of a thread of comments posted by engaged fans did each post generate?

Why is engagement important?

If each post was effective, it should have made an impact sufficient enough to make fans feel compelled to respond.   Seeing reactions and comments on a post will trigger curiosity and therefore more attention and impact.

The ultimate goal is to have posts shared.  With each post shared, a whole new audience is reached. The sharing adds an endorsement by the person sharing, and social proof to the post.  This kind of engagement matters because it can help extend organic reach,  and helps boost  News Feed placement based on the Facebook algorithm.

Can you create similar photos, teaser trailers, apps, etc., and duplicate engagement with your posts?

One of the biggest things you will want to do in designing your Facebook Page is make it pop.  Make your Facebook Page visually compelling. So many films and TV shows (particularly independently produced films and TV shows)  don’t make use of the huge amount of space that Facebook offers you to brand your page and drive engagement. You will want to make certain your page does.

Your Cover Image
When you have chosen a movie page, look at the Cover Image.  How was it created?  By clicking on that image, it will open to a full-page photo or image.  By waving your mouse over the right side margin of that photo you should see an arrow materialize on which you click which will take you to another photo.  Each time you click on the arrow, you will see another.  This is the progression of images that this movie had used in their campaign.  Frequently, a movie will use more than one image on their Cover throughout their campaign.  You will want to do the same.

As the development of your film progresses, you will want to use your Cover Image to keep your fans up with what you are doing. These will include BTS (or behind the scene) photos.

Once you have finished your film, and if you start submitting it to film festivals,  start adding the laurel wreaths, and any blurbs (or short comments or descriptions of your movie you may receive for promotional purposes) to your photos.  Get creative with your design, but keep everything in line with the film branding. When done well, this looks awesome.

Videos, Film Clips, Trailers
Videos are everywhere on Facebook.  Whether you upload them to your profile page, or they appear as a live feed, or are incorporated into Your Story, or are seen in Your Room, or are shared in Groups, these are just some of the ways in which you can use your videos on Facebook.   You will want to use them all to ensure your videos are seen.  You may also consider using video in your Cover.

Because of the enormity of this subject, and the many ways in which videos can be used,  watch for a more comprehensive chapter on videos.

 Run a Contest
A fast and effective way to increase engagement is to run a contest or giveaway on your Facebook page and ask people to comment on a post to enter. Here are just some of the contests you can promote and increase your engagement.

Ideas for Facebook Contests
A Facebook Live Contest

Caption this Photo or Image Contest
“Help Us Come Up with An Idea” Contest
Fan of The Week Contest
A Video Contest
Submit and Vote for Your Favorite Photo Contest
A Quiz or Trivia Contest
An Instant-Win Contest
Share a Selfie Contest
Ask a Simple Question
A Referral Contest

Your budget need not limit you as to what kind of contests you can promote.  There are plenty of affordable services out there. Some of these services include Shortstack, Vyper, Rafflecopter, or WooBox, which enable you to run social contests on your Facebook Page affordably.  Create successful contests, giveaways, polls, coupons, forms, and more.

Keep this in mind:  When you’re hoping for likes and shares, steer clear of asking your fans to do this for you. Don’t do it! While it’s perfectly acceptable to ask your fans to refer their friends to your company and/or contest (created using Wishpond), it’s against Facebook’s contest guidelines to tag friends in your posts or to ask friends to share the contest on their timeline.  You should also make it clear that “the promotion is in no way sponsored, endorsed, administered by or associated with Facebook.”

Also, according to Facebook’s rules, you can only run a contest from a Business Facebook Page, or Group.  Even an App. Contests on personal timelines are a No-no. 

Ask your Followers For Feedback
However, while engagement baiting is discouraged,  it is perfectly permissible to ask a genuine question or ask your followers for their opinion or feedback. People love to feel like they, and their opinions matter. What better way to do this than to ask your audience for feedback or help with making choices in your business? This is a wonderful way to increase engagement.

However, and here is a real caveat,  you cross the line when you ask for a comment that doesn’t indicate any real thought or consideration.  Facebook frowns on engagement baiting and will penalize you by downranking your posts in the Facebook algorithm.

Frequency
How often should you update your page? A frequency of two posts per day works well on Facebook. If you’re struggling for time to keep posting updates, you can use a scheduling tool like Hootsuite, Buffer, or Loomly to manage your page.

Finally, one last note, when it comes to posting timeline updates, keep them visual, balanced, and engaging. Photos and videos typically generate the most engagement on Facebook, so be sure to incorporate this into your strategy, while balancing the type of content you post.

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