We've talked about "engagment" with your fans on Facebook on several webinars and in Inner Circle training. For the Littleton (MA) Independent, that paid off in a big way.
WHAT THEY DID: First off, what we mean by "engagement" on Facebook is interacting with your fans: responding to comments, answering questions, asking a few of your own. During the surprise snowstorm that hit the Eastern seaboard right before Halloween, editor Becki Harrington-Davis posted updates to both her website and her Facebook page on weather and road conditions, emergency shelter locations, power outtages and all the other stories that come with a major storm. When she posted an update and someone commented on it or asked a question, Harrington-Davis was there, responding and providing information.
The end result? Her page now has 208 "likes" and her Facebook referrals increased from 58 before the storm to 109 in the week after the storm. Tiny numbers you say? Littleton is a tiny town, with around 9,000 residents, so numbers like this are nothing to sneeze at. Think of it this way: Facebook referrals to the Litttleton Independent website increased by 187%. That's NOT a tiny number. Her "Likes" went from 114, an increase of 182%, another un-tiny number.
THE TAKAWAY: Respond to your Facebook fans, and they'll respond to you. You'll see both your fans and your referrals grow.