One of the neat things about being an admin for my company’s Facebook page is that I get to see exactly who “likes” and comments on our posts. Granted, anyone who visits our page can see these things as well, but for an admin, it’s a bit easier since it shows up at the top of the page for us, and we of course are more consistently checking.
Over the course of time, I start to recognize a few names here and there. Despite having over 2,000 “Likes” on our page, we usually get less than 10 likes, comments, and shares per post, which I think is about right, percentage-wise, for most pages. Thus, it’s fairly easy to see our “regulars” – those who are often interacting with our posts, and even some who I’m pretty sure “like” everything we put up! Not that I’m complaining of course.
Sometimes, we hit upon something that garners a lot of support from our audience, and we know we’re doing something right. For example, one week was a very busy and exciting week for us in the office, and we posted a lot of pictures of staff members doing fun things rather than the pictures and documents we post on a regular basis. And the interactions meter shot right up! So now, when possible, we try to have at least one “human” post per week.
But the really neat part for me is when a post starts to get likes from people who aren’t regulars. When this happens, I know that we’ve hit upon something that we might want to continue doing, even if on the statistics side we are still getting the same number of “interactions” (as Facebook calls them) as on any other day. What this means to me is that we’ve engaged a different part of our audience than usual. It’s so easy to continue posting those things that “everyone” (read: the regulars, plus one or two others) likes, but it’s important to recognize that everyone who becomes fans of our page has a different reason for doing so.
It’s the little things like that that really make me enjoy working in social media: observing reactions and taking actions based on those observations, all to get the message out there. It’s not necessarily about making something “viral” but rather figuring out what makes different parts of your audience “tick” so that everyone feels involved and invested.