Build Social Media Presence Using Game Engagement Hierarchy

When looking to build your presence on Facebook you should be applying a similar logic to that of video games. Below is a chart explaining the hierarchy of user engagement in games:

This hierarchy tells us something about the ways we can first get in touch with our "fans". The hierarchy implies that before we can have a culture relating to our brand, or have investment from our users, or even a real worthwhile connection, there's the need to amuse and distract.

We have to remember that on Facebook we're not just competing with other brands, we're competing with people's friends! While, luckily, most people have boring enough friends for our brands to be entertaining - it's not to say that you can put any old rubbish on a Facebook wall and have it "stick".

Why would you want a "culture" anyway?

Good question. A positive and rich "culture" on your Facebook page makes further engagement easy and hopefully improves your brand image to others. Ultimately this is a tool for ensuring your brand is represented positively across social media. The culture you're after means you'll have brand advocates who do many things such as defend your brand to others, recommend your products and generally help make brand social interactions all that bit better.

Consider this your cycle for creating a positive "culture" on your Facebook page:

Offer amusing distractions for bored Facebook users

This is to say, ensure you can be seen (take steps to improve your reach) and offer a no-commitment engagement opportunity i.e. a picture that a user can either "like" or leave a comment saying "lol". Here you want to build the expectation that, if the user should need to be distracted, they can rely on you.

Connect with your users

By this we mean ensure you're posting items your friends are likely to like. On top of this, you should be communicating with them when they engage. In short: don't leave them hanging! Don't expect much engagement if your only involvement beyond posting the story is clicking the like button and adding "lol" - that's easy engagement for those who are shy or unfamiliar with the brand.

You're representing the brand! You should certainly have something to say. For example, ask questions or follow up with other interesting content. It might seem like a lot of effort to put into one interaction but that's how social works - you win one person at a time.

Investment

Encourage submissions to your page. While there are rules, e.g. you can't run competitions on your page without an app, there's really nothing stopping you from asking your customers to offer their own pictures or responses to your page. Once you have users creating content for your page you're well on your way to having your much desired "culture". A lot of users shy away from adding rich content to pages because:

Facebook is "public": Often pages are seen as "public" places on Facebook (and often they are, in terms of privacy). Many are worried about online privacy, and so wish to avoid contributing "in public".

They will be judged: your brand might be a secret pleasure to them, especially if it's a bit... geeky. Equally, users don't want to get it wrong - social media at its heart is social after all, and no one wants to fall on their face in the pub, let alone one where every member of their family and associated friends can see it happen!

It takes effort: Not everyone wants to be a content creator and not everyone can.

With this in mind, don't be upset if your Facebook page isn't immediately filled with original content from your fans. When it does crop up, make sure you're encouraging and suggest that others might like a go.

Culture

How do you know you've done it? You appear to have a community of regulars who not only defend your brand on your page but elsewhere on the web too. When contributors regularly "get it" and contribute excellent content. 

Ideally "Culture" should be self-perpetuating. These brand advocates and content creators will now, hopefully, be offering lots of low-commitment engagement opportunities.

Does this mean I can stop?

Definitely not! If you achieve a positive culture on your Facebook page you can't just abandon it to your fans. You still need to provide the news and first-party updates regarding your brand. Your presence may also lend legitimacy to those posting on the page.

Not every brand will be able to sustain such a "culture" on its Facebook page, and not every business has the time or know-how to get it done. At SilverDisc we're available to offer advice, guidance and support when it comes to creating your own "culture", and even ongoing management should you need it.