On Facebook having a vast multitude of fans is great but without engagement it is just a sterile content farm. This is what we would have called in the past ‘Web 1.0′ where it is all a one way conversation.
The social web with its supporting easy to use technology with high speed wireless broadband available anywhere, anytime has created a vibrant living web where conversations, interactions and engagement happen on many levels in rich multimedia, from video chat to text messages and online chat.
Any marketing starts with some form of engagement and motivating an interaction whether it is a comment about an article in a newspaper to a friend, a note made in a diary or the opening of a direct mail advertisement.
On Facebook engagement takes several forms.
So What is Engagement on Facebook?
Engagement is any interaction which happens on the Facebook page and includes
- Likes
- Comments
- Shares
It is interesting to note that the most popular does not get ranked in this list as the most engaging Facebook page with the highest level of interactions but it certainly helps.
What Drives High Engagement?
A recent interview with Aaron Tabor the creator of Facebook’s most engaging page ’Jesus Daily‘ provides some insights.
“As a gene therapy researcher, physician, and son of a pastor, I’ve been around emotional suffering and physical death for much of my life. I wanted to create a page that encouraged and inspired people with Jesus’ words because of this family and career background. We have people asking daily for prayers regarding breast cancer, divorce, and to find jobs. The page is fulfilling its purpose.”
It appears that the more emotive the topic the greater the engagement and it doesn’t get much more emotive than religion, suffering and death. In this top 10 list (sourced from AllFacebook.com) you have religion, music, football, public figures and a comedian!
The Top 10 Most Engaged Facebook Pages
1. Jesus Daily
Fans: 7,592,072
Interactions: 2,716,671
2. Justin Bieber
Fans: 33,497,307
Interactions: 1,247,852
3. Mario Teguh
Fans: 4,461,750
Interactions: 1,135,732
4. The Bible
Fans: 7,925,037
Interactions: 1,005,003
5. Terima Kasih Ibu
Fans: 2,696,826
Interactions: 537,581
6. Lady Gaga
Fans: 41,281,907
Interactions: 480,221
7. Manchester United
Fans: 17,361, 660
Interactions: 477,988
8. Rihanna
Fans: 41,400,562
Interactions: 420,509
9. Real Madrid
Fans: 17,361,660
Interactions: 405,484
10. Werevertumorro
Fans: 2,372,252
Interactions: 404,639
So you don’t have to be the most liked Facebook page to drive high engagement but emotive topics will certainly be the major catalyst for creating interaction.
How could you increase your engagement?
Image by Victor de la Fuente
Read more: 4 Reasons Why your Facebook Page Sucks