When it comes to Facebook marketing, getting "Likes" has become a numbers game and you could easily get LIKES in a heartbeat via Facebook Advertising.


The real challenge after the "Likes" is to engage these "Likes" on the Facebook Page. 

Source: https://www.facebook.com/business/engage
One way to engage Fans is to  "Post at least 1 to 2 times per week" so that the brand stays top-of-mind and relevant to the people who liked your Page". 

Facebook uses the metric "People Talking About This" to show the number of engaged Fans. 

Wrote Mashable about the importance of "People Talking About This", 

People Talking About This is an important metric because it emphasizes interactions beyond an initial Facebook Like. Pages that create posts that fans enjoy will benefit. When people interact with pages in ways that generate stories, pages reach an audience beyond their existing fan base. Users benefit, too, from pages providing more relevant content. Pages that have been focused on gaining Likes without an engagement strategy to follow it will suffer from the disparity between the number of Likes and People Talking About This.

The engagement strategy is a challenge for all Facebook marketeers. 

Take Sakae Sushi Facebook Page as an example. While the Page has been updated on a regular basis, their engagement model is extremely low. 

Source:  https://www.facebook.com/SakaeSushi.sg
From their Facebook Page, Sakae Sushi engagement rate only works out to 0.3% of Total Likes.

On the other, Ajisen recently launched its Ajisen Fan Club at all its 17 outlets and engagement has shot up to 23%. 

Source: http://Facebook.com/ajisensg
The high engagement rate for Ajisen was most likely due to its recently launch Fan Club.


Customers are now enticed to join the Ajisen Fan Club with the promotions. Wrote Mashable, "Discounts and specials are definitely among the most popular ways of rewarding Facebook fans, says Ron Schott, senior strategist at the Spring Creek Group."

Customers join the Ajisen Fan Club by registering their mobile number on the given website and press the LIKE button at the same website. 

After registering, to get the discount, the registered customers needs to give their mobile number to the cashier to verify them as a fan. 

Beside the verification process, a wall post, with permission from the user, is generated on the news feed which friends can see. To extend the reach, this wall post is converted into sponsored stories. Sponsored stories are sponsored by the payment brands so merchants get them for free. 

Example of a wall post converted into sponsored stories
One of the advantages of sponsored stories as it influences friends of fans.

Source: https://www.facebook.com/business/influence
As the wall post is linked to a status update on Ajisen Facebook Page, friends can click onto the wall post/sponsored stories to to learn more about the brand.

Facebook estimates that each wall post and sponsored stories can reach out to 130 friends of fans. As the number of wall posts and sponsored stories increase, thousands of friends of fans can be influenced to find out more about the Ajisen brand on Facebook.

If you are interested to learn how to launch your Fan Club for free, visit http://taggo.me.

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