Looking to Drive Social Engagement? There’s an App for That
For years, Facebook marketers have measured success through vanity metrics such as fan growth and increases in passive engagement. This outdated approach, however, doesn't take into account Facebook algorithms that cause only 10 percent of the people who "like" a company page to actually see updates in their news feeds.
Successful Facebook strategy does not — and should not — revolve around likes, but around deeper engagement and interactions. Goals should be set to attract fans back to company pages they've liked for continuous conversations.
So how do you bring fans back, eager for more? Facebook apps that focus on gamification, social product placement, and contests and promotions are the perfect way to build a solid, well-rounded social strategy that drives engagement and return on investment.
From fans of car brands to movies and musicians, there have been, and always will be, people vying for the title of "biggest fan." So why not place the competition in a public forum and let followers duke it out where the brand can decide what interactions determines who wears the "biggest fan" crown?
By turning fandom into a game, brands are able to make social engagement fun and rewarding. Through gamification, brands allow fans to earn sharable badges, points and titles, expanding both the connection fans feel with the brand and the brand's social reach.
TV shows, films, celebrities, sports teams, athletes and brands use Facebook gamification apps like Fanzy to allow users to compete for the title of biggest fan. With Fanzy, brands like Ford, Spotify and LMFAO can easily give rewards to top fans. Additionally, fans can submit photos and videos, earn custom badges and points for certain social actions, and see how they rank compared to other fans on a leaderboard.
Social product placement
The success of product placement is old news for marketers, but Facebook apps are breathing new life into the concept by introducing product placement into the social sphere.