Here is an example idea to encourage commenting and interaction on your social media channels. This particular post is from Harvard University.
The Harvard University Facebook page does have over 4.2 million likes so they are naturally going to be popular, but this particular piece of content has a little more engagement than others on their page.
First, take a look at the particular post we are reviewing:
This post has over 3,000 likes, 236 shares, and 56 comments at the time of this screenshot. It’s one of the more engaged posts on their timeline.
A few good strategies they have used here are:
- Intriguing photo
- Link back to their own website
- Using a specific number in their story title
- Reminiscent story
The first thing that captures you about this post is the picture. It’s visually interesting.
The second thing this post does is make you want to see the other 17 photos when you read the title. Using specifics and numbers in your titles helps to capture attention e.g. “10 ways to…”.
A good strategy for stories like this is featuring student or staff photos. That way you don’t have to hire a photographer, and you can feature other people in your post which will naturally create more engagement.
One thing that could be done a little better in my opinion is the FB post title. A good tactic for this post would be to ask a question like “Which is your favorite Harvard staircase?” or “Guess how many steps in our Knafel building staircase?”.
Asking a question is great for boosting engagement. Use it sparingly. On every post is a bit much, but on every third or fourth is generally fine. If you can get people commenting, then your future posts will appear higher in their news feed and your Facebook “edgerank” will go up.
The other thing this post does is link to the Harvard news blog which is a great tactic for bringing FB users back to your own website where you can get them to take a particular desired action. One thing I don’t see on the Harvard blog is a call-to-action. Well, that’s not entirely true. They do have a very bland subscribe box in the left sidebar and a link to the next post at the bottom of the content, but this could be done a little better in my opinion.
What I would do is utilise the space at the bottom of the post to encourage the visitor to take further action. This could be something like:
- Contact form for enrolment applications
- Link to the latest fundraising campaign
- Ticket sales to an upcoming student event
- Link to the main call-to-action page
There’s a number of things that could be done here, but those are a few ideas to help you maximise your visitor value and get more engagement from your social media posts.
I hope you enjoyed this social media content review. Please do let me know what you think of this style of content review and if you like it? Is it helpful?
If you would like to find out more about effective online marketing for schools, please email me at [email protected] or head over toonlinemarketingforschools.com where you can see our training programs and request a phone consultation.
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