It’s often debated, but judge for yourself from these screenshots.

Lane Bryant got 872 votes in only 16 minutes- that’s 54.5 votes a minute, or 0.9 votes per second.

Screen shot 2011-04-02 at 1.06.49 PM

But when we explicitly asked fans to click got us 2,934 interactions– nearly all likes on the post.

But if we ask them to comment as part of a contest, we got over 10,000 comments on a single post. No ads on this one, by the way. Mind that this was before they changed the contest rules, so we don’t recommend that you do this yourself!

Screen shot 2011-06-03 at 3.37.49 AM

Clearly, not all interactions are worth the same- which begs the question: What form of engagement are you after, and how effective is it for your campaign goals?

Facebook does tell us how many impressions a “like” gets, versus what a comment or share gets.
So that lets us calculate the relative value of each type of engagement.

We must also consider whether the initial interaction to click like or participate in a contest leads to a deeper engagement, such as them visiting the website, signing up for the loyalty program, or even coming into the store. Now consider if it invites viral engagement from friends of fans, and attract further participation beyond just your page.

All things considered, it’s one thing to get engagement on your posts, but another if it’s actually useful to your conversion goals.

It’s the chaining of these engagements together in an intentional nurture sequence that drives true social ROI- use them in tandem, not relying on just one. 

Alex Houg of BlitzMetrics compared Facebook audiences to a garden, rather than a supermarket– A careful process that requires delicate care as you feed and water your “seeds”, waiting for the perfect time to harvest them.

What are you doing to drive fans into measurable revenue? Are you properly nurturing your fans, or simply throwing seeds out in the garden and hoping they’ll grow?