I rarely get through a day without hearing people mention stuff they saw on Facebook. More often than not, they reference pieces of content I also saw — which means I know they never liked, commented on, or otherwise "engaged" with said content.
But you see, they did...just not on Facebook.
Of course, in my line of work, the in-person conversations basically do not count toward the social media bottom line, and they especially do not count if you manage a Facebook business page. You can't justify pouring time into a page with no engagement by saying..."but people in the lunchroom were totally talking about that photo I posted." Not exactly what the CEO wants to hear.
And to make matters worse, page managers are reporting significant decreases in reach after a reported change to Edgerank in September
. This means the chances of people seeing and engaging even with the good content continue to spiral downward. Because after all, if your great content gets no engagement, Edgerank makes it disappear.
With this in mind, it might encourage you to know that people out there are paying attention, even if they're not engaging within the Facebook API. But how do you get them to click "like" or type a comment?
Calls to action.
Ask them a question. Tell them to comment. Explain (briefly) that liking, commenting, and sharing helps keep your content alive. And if after a while that doesn't work, either your content really IS subpar, or you're trying to engage your audience in the wrong place.