畅游在数字世界当中，你不时会“遇到”一些有见地、有头脑、值得一交的人物。而且你会真心期待跟他们在
现实生活中见面。埃卡特丽娜·沃尔特（英特尔社交媒体战略师）就是其中的一位。我最终在四年前的Blog World博览会上见到了她。
自那以后，埃卡特丽娜开始以社交媒体战略创新人员的身份在英特尔崭露头角。几年前我有幸出席第一届英特尔全球社交媒体会议。在那次会议上，埃卡特丽娜阐述了她对企业社交媒体的了解和看法，赢得了全体与会人员的关注和认可。在众人眼中，她已经是一个不容忽视的人物。埃卡特丽娜在她的成长之路上继续向前迈进，后来她还把她的心得写成了一本书：《像扎克一样思考：Facebook CEO扎克伯格的五个商业秘密》。
今天这篇客座文章摘录了埃卡特丽娜书中给出的部分实用建议，教大家如何在Facebook上发布内容，以提高粉丝的参与度。因为如果没有较高的参与度，粉丝的数量就没有太大的实质意义。请仔细看完这些建议，从现在起把它们付诸实践。然后你可以预订《像扎克一样思考》这本书，了解更多关于社交网络经营战略方面的教程。
客户成为你的Facebook粉丝、在推特上关注你或者在其他网络上与你互动，除了成为社区成员、有希望购买优惠产品这两个理由之外， 还有最重要的一个理由——那就是资讯。所以你需要借助于高质量的内容和参与状态更新来增进社区粘性。要遵循80/20法则：80%的状态更新应当为粉丝提供价值，剩下的20%可以提供给你的产品或者服务。
以下这些办法都能够有效的保持粉丝的兴趣度，并且鼓励他们进行互动：
1.分享图片。图片、图像和相册都非常受粉丝的欢迎。比如说，2011年度排名前五的英特尔Facebook帖子，其中有一个就算不上真正的帖子；因为它只是一个相册，里面收集了一些关于圣克拉拉新英特尔博物馆的图片。在这个当时成员超过400万的社区当中（现在这个数字是1400万），该帖子获得17000次“赞”点击和1000多条评论。
2.发布简单易学的How-to视频和有用的技巧。这比发链接指向特定的产品或服务要有效得多。
3.发填空类帖子非常不错。因为这类帖子可以让粉丝和你分享他们自己的观点。例如，“我喜欢科技是因为_____”。
4.问问题。请粉丝分享他们的经历或观点，永远是增加页面参与度最有效的方法之一。尽管相当简单，这类帖子往往容易被社区管理员所忽略。“（这是）真的还是假的？”、“你觉得呢？”、“你有这种经历吗？”，甚至于简单地问一句，“（你喜欢）电脑还是平板？”——都很有效。
5.发视频。这一点显而易见。只要是视频，尤其是新奇和搞笑类视频，都受到粉丝们的欢迎。这类帖子被分享的次数也远比发链接的帖子高出很多。
6.发送节日祝福。在一年当中各个节日到来之际，向粉丝发出祝福节日快乐的帖子，能很好地展现你的公司人性化的一面。英特尔一句简单的祝福，“新年快乐！为美妙的2012欢呼吧！”获得了14000多次“赞”点击，900多条评论和140多个分享。
7.庆祝里程碑，并向粉丝致谢。你的公司有没有达到一个重要的里程碑？如果有，就和粉丝一起庆祝吧！当英特尔获得50万粉丝、100万粉丝……的时候，我们会在英特尔页面上开展庆祝活动，更换资料图片、向我们的粉丝表示谢意，感谢他们加入我们这个社区。对此，我们的粉丝反应非常热烈。
8.鼓励粉丝“提及”、“分享”、“喜欢”。如果你想要粉丝 “分享”你发布的内容、“喜欢”或“评论”你发的帖子，那就提出来、告诉他们！简单地说一句，“如果你同意，请点击‘喜欢’”或者“你觉得呢？”，就能帮你做到这一点。Likeable Media的研究表明，只要你问问题或者要求粉丝“喜欢”你的更新，它的参与率就能比普通更新高出6倍不止。
9.发布有趣的挑战。一些小测试或小问题就能激起粉丝的兴趣。我们会在英特尔社区不定期地发一条评论，这条评论是用二进制代码编写的（嗨，我们是极客，我们为此感到骄傲）。我们的粉丝超喜欢这个！
10.每周专家访谈。每个星期五邀请某个专家就一个特定的话题谈一个小时。鼓励你的社区成员提出问题，让专家实时解答、展开讨论。
11.进行问卷调查、提开放式问题。你的Facebook页面就是最佳的焦点团体。因为这里的调查是免费的，而且是实时的！如果你想了解点什么，直接问你的粉丝就可以了！而如果你觉得自己江郎才尽、或者你编不出有意思的网站内容，不妨问问你的粉丝，他们喜欢看到什么样的内容，然后你就满足他们的期望。
12.重点突出社区当中最活跃的成员，分享他们的创作。想要学更多的实用技巧吗？今天预订《像扎克一样思考》，可以免费获赠埃卡特丽娜的100页电子书《社会DNA——打造社会化商业：任何机构运营社交媒体的实用指南》（以上内容摘引自该电子书）。
如需更多的Facebook实用营销技巧，今天即刻开始阅读《像扎克一样思考》吧！
When you work in the digital world, there are insightful, smart and good people you “meet” online that you really look forward to meeting in real life. Ekaterina Walter is one of those people who I finally met at a BlogWorld conference 4 years ago.
Since then “E” has really made her mark as a social innovator at Intel. When I presented at Intel’s first global social media conference a few years ago, Ekaterina had everyone leaning forward and focused on her approach to enterprise social media. She’s a force to be reckoned with for sure. “E” has continued her advancement and sharing by becoming an author: “Think Like Zuck: The Five Business Secrets of Facebook’s Improbably Brilliant CEO Mark Zuckerberg.
Today’s guest post outlines Ekaterina’s practical advice on how to publish content on Facebook that results in better engagement with fans. Fan counts mean little if there is no engagement so read these though and put them into action today. Then pre-order Think Like Zuck to get even more strategic lessons about doing business on the social web.
Besides being a part of the community and hoping to get discounts on your products, information is one of the most important reasons why your customers become your fans on Facebook, follow you on Twitter or engage with you on other networks. So add stickiness to your communities through great content and engaging status updates. Use 80/20 rule: 80% of status updates should provide value to the fan and 20% can be around your products or services.
There is a number of great ways to keep them interested as well as encourage interactions:
Share pictures. Pictures, images and photo albums are rather popular with the fans. For example, one of the top five Intel Facebook posts of 2011 wasn’t even technically a post; it was the photo album featuring images of new Intel museum in Santa Clara. In the community of over 4 million people then (now it is over 14 million), the post was liked over 17,000 times with over 1,000 comments.
Posting simple to follow how-to videos and useful tips can prove much more effective than posting a link to a specific product or service.
Fill in the blank posts are great, because they invite your fans to share their own perspective with you. Example would be “I love technology because _____”
Questions. Asking fans to share their story or point of view always is one of the most effective ways to increase engagement on your page. Though simple, this type of post is often overlooked by community managers. “Real or fake?” “What do you think?” “What is your story?” Or just plain “PC or Tablet?” would do.
Videos. This one is a no-brainer. Videos, especially the atypical or funny ones, are always welcomed by fans and shared a lot more than links.
Holiday wishes. Show the human side of your company by wishing your fans happy holidays throughout the year. Intel’s simple “Happy New Year! Cheers to an amazing 2012!” post garnered over 14,000 likes, over 900 comments and over 140 shares.
Celebrate milestones and say thank you. Did you reach an important milestone? Celebrate with the fans! When Intel reached 500,000 fans, 1 million fans, etc. we celebrated on our Intel page by changing the profile picture and thanking our fans for being a part of our amazing community. The response was overwhelming.
Encourage mentions, shares, likes. If you want your content shared or your posts to be liked or commented on, ask! Simple “Click Like if you agree” or “What do you think?” would do the trick. Likeable Media study showed that when you ask questions or asked fans to like the update, the engagement rates were up to 6 times greater than regular updates.
Offer interesting challenges. Quizzes or trivia questions might be interesting to your fans. Every now and then we post a comment within Intel communities written in binary code (hey, we are geeks and we are proud of it). Our fans/followed love it!
Bring experts for weekly chats. Offer an hour every Friday with an expert on a particular topic. Encourage your communities to post questions for your expert to answer in real time and help foster the discussion.
Run polls and ask open-ended questions. Your Facebook page is the best focus group out there. It’s free and real time! If you want to know something jusk your fans! And if you run out of ideas or if your content calendar suffers from the “boring bug” just ask your fans what they would like to see on the page and deliver on their expectations.
Draw attention to the most engaged members of your communities and share their creations.
Want more great tips? Pre-order “Think Like Zuck” today and receive a free copy of Ekaterina’s 100-page e-book “Social DNA – Becoming a Social Business: a practical guide to social media adoption within any organization” (the above was an excerpt from the e-book).
For more great Facebook marketing tips, pre-order “Think Like Zuck” today and receive a free copy of Ekaterina’s 100-page e-book “Social DNA – Becoming a Social Business: a practical guide to social media adoption within any organization” (the above was an excerpt from the e-book).
