There's a large misconception that engagement is the most significant aspect of a Facebook business page. This message is so far-reaching that most online sources claim high page engagement will result in increased brand awareness, stronger customer relationships and, hopefully, perked profits.
While engagement is imperative, it's not everything. Every marketer and page administrator knows the importance and value of engagement, but few recognize what other components take precedence.
Here are five things—vastly more important than any like or comment—that people often overlook:
1. Platform relevance
Facebook is not a one-size-fits-all social network. It's a great platform, but it's not for every business. It takes both a resource and time investment to have a good Facebook fan page, but people spend most of their time and resources trying to justify their page's value through different measures of analytics.
Before you get discouraged because page engagement is low and insight reports show more red arrows than green, ask yourself: "Do I know where my audience is?" and "Is Facebook the best platform to use?"
The audiences of small niche businesses often have a greater presence elsewhere. Take a young yarn company, for example. Instead of jumping on Facebook in the hope of engaging with a marginalized market, they would be better off on platforms like Pinterest or Raverly, a popular online knitting and crocheting community.
2. Geographic targeting
If your business has an increase in interest or sales from a specific region, why not fully pursue that opportunity? Just as a business customizes advertising messages to targeted groups across different locations, it should customize the content of its Facebook page.
Facebook's geographic targeting feature is a great and easy way to speak directly to certain groups. This feature is especially useful for launching region-specific campaigns and publicizing promotions for a narrow audience based on region and language.
To activate the geo-targeting option, click on the padlock button left of the blue post button within the status update box. The button will be defaulted to the "public" publishing setting. After you click on it, select "location/language," and enter the country and language for the post.
3. Administrator management
In some companies, the whole team contributes to and manages the Facebook page. Without a system or solid guidelines in place, pages with numerous administrators can quickly get messy. Comments can go unanswered, or worse, another administrator might post or respond to a user in a way that's less than ideal.
The best way to manage a Facebook page with multiple administrators is to delegate the tasks involved in managing the page, hold training sessions for employees and, if possible, keep the number of administrators to a minimum. Assign two or three people to actively respond, manage and update the page.
Good content is a must in social media, but it has to be entertaining as well. Facebook users have the choice to consume or ignore content. They consume the most entertaining content.
I can best describe "infotainment" as information presented in an entertaining way. Investing time and/or money to create content worthy of a click is something fans will notice and, as a compliment, share with their friends.
If your resources or creative ability are limited, take a moment to be thoughtful about an image or video caption. This is an easy, less-glamorized form of infotainment that also does the trick.
5. App integration
It's expensive and unnecessary to hire a media person or team to produce professional content for your Facebook page. If you want great content on a start-up budget, you don't need to make sacrifices. Applications like Instagram and Viddy are free, easy-to-use applications that feed self-produced photo and video content directly onto a Facebook page.
Engaging with fans on Facebook can be extremely rewarding for a business. However, it's important to understand you can't win engagement solely through interesting photos and asking weekly scheduled questions. You win engagement through an active strategy and focusing on things that are more important.
Chelsea Hejny is a social media forecast and trend writer for ShortStack. A version of this article originally appeared on PR Breakfast Club.