Social engagement is the result of a number of activities, including listening, offering suggestions and other assistance, and asking good questions.
When these actions are executed well, the natural result is engagement in the form likes, shares, and comments that serve to build your Facebook community.
Sharing interesting, useful, or entertaining content is essential for encouraging engagement. This is best accomplished on Facebook with a photo or video with a short message and a call to action.
Is it any wonder that 300 million photos are posted on Facebook every day!
Most people seem to understand this aspect of Facebook engagement, but then they fall short with the most important step – the call to action.
Questions are the essential calls to action that encourage engagement and community building.
When you skillfully ask the right questions, an engaging dialogue among community members readily ensues. Here are 5 considerations for making that happen.
#1 – Everyone Wants to Be Right
Agreement and controversy will both encourage engagement, but when it comes to building a community of fans around your business, keeping everything friendly and upbeat is obviously to your benefit.
Research has proven that most people are fishing for agreement when they ask a question on Facebook. They simply want to be right.
We all have different opinions and naturally believe we are in the right, but when it comes to building a community, always be mindful of creating a forum that honors the diverse opinions of your community.
Skilled community managers understand Facebook is for showing off.
Feed that desire and you will build better support for you and your business.
#2 – Leading Questions are Safe
Leading questions are safe because they broadcast the desired response. This may not create a stimulating conversation, but it keeps the playground safe and encourages plenty of likes and comments.
Leading questions are typically those that can be answered with a yes or no response. Here are some examples.
- Look at these adorable shoes. Should I buy them?
- Wouldn’t you love to have a cozy retreat like this in your back yard?
- I think it’s time for a vacation, what do you think?
Questions that tend to encourage a positive response also generate positive comments and engagement.
#3 – Loaded Questions are Dangerous
Loaded questions are those that appear to be asking for feedback but in reality are fishing for agreement or favorable disagreement. A classic example is – Does this make me look fat?
The reason loaded questions are dangerous is some people will speak their mind and derail or completely shut-down the conversation.
I recently encountered a loaded question that had two parts – a leading question and a loaded question. I acknowledged that part of it was loaded and answered it honestly – big mistake. Fortunately, one of the community members came to my rescue.
Even the best of us mess up in an attempt to provide what we believe to be helpful feedback. Don’t do it.
If your friend really wants your honest feedback they will send you an email and get it privately.
#4 – The Best Questions Have No Right Answer
What are good questions? The best questions are those for which there is no right or wrong answer.
Here are a few Facebook questions that attracted a very high level of engagement.
- Is this a garden or a landscape?
- What is your pet peeve? (Not a great question but one with no right answer)
- What was your favorite subject in school?
Always make the focus of your question about the overall event of a photo or story, not a particular person.
This avoids putting anyone in the spotlight that may not want to be there, thereby minimizing the possibility of errant comments that someone may take exception to.
#5 – The Last Word
Questions generate a string of comments, and that opens the door for pushing a personal opinion that feeds ones ego. Avoid this one-upmanship, and don’t be afraid to step in and diffuse it. It often comes in the form of a subtle counterattack to have the last word – “just saying.”
Let it go, or redirect the conversation whenever possible.
Avoiding the need to be right allows positive conversations to breathe and negative ones to die.
What’s one of your favorite questions to ask your Facebook community?
Leave a comment below – and share this with your community.
Until next time, Jeff
Photo Credit
Great post Jeff. I have had alot of fun with my personal facebook page by posting a “question of the day”. Some days I get a flurry of interaction, other days not as much, but that is okay because it prompts me to come up with better questions. I have had some friends tell me, “I love your question of the day…I log on just to see what you are asking” which makes me feel pretty darn good
I find questions about food and drink to be the most popular and I try to stay away from questions that make my friends feel uncomfortable or feel like they are over-sharing.
Love reading your stuff!
Judy
Thanks Judy – I probably put too much thought into these articles, but then again I enjoy doing it.
I love your idea of asking a question every day – and learning from the community which are the more engaging questions.
In fact, I think I may just give that a try. What I’m looking for is software to create an image out of the question – like a quotation. That way it will generate more engagement, and be suitable for Pinterest as well.
Any ideas on that?
That is a great idea! I don’t know of any software that does that…..but I am sure someone has come up with it, we just have to find it! I love a good mystery and treasure hunt….I will let you know if I find something.
Judy
One I’ve found is ShareAsImagePro – it’s an app. It works nicely enough but creates the image in an unusual format that does not load up to Facebook very well. Although, it did publish nicely to Pinterest.
Thanks, let me know what you find.
I wish I were a developer, because this is probably a no-brainer.
Jeff,
You are so right! Everyone with a business page needs to remember these points.
Great article!
Warmly, Mary
Thank you Mary!
I’ve been experimenting with various questions in response to new “Like”s on our Facebook Page. Have not been getting as many responses as I expected, now I know why. I’m going to switch from things like, “How did you start your career and the work you do now,” to something very simple, maybe “do you belong to your local chamber of commerce.” Big help. Thanks!
You got it John – keep it simple. And always include an image of some kind to grab people’s attention.
And you are welcome!
Thanks for the great idea! I am going to use Share as Image and post a Retail Question of the day to get more engagement. Do you think it is good to ‘brand’ it like that and format it like this… RETAILMavens Question of the Day: What is your pet peeve? Or no?? Or does it matter??
Cathy – You could definitely do that. I have had similar thoughts because friends have shared that it is very effect
ive for them – something their communities really look forward to!
I’ve found quotes and images do the best, esp. when they relate to your audience. Posting just about all of my content with a graphic increases engagement.
As for tools, I like PicMonkey the best but there’s pinquote and more here: http://www.newspapergrl.com/5-pinterest-tools-i-love
Blog On
Janet
Janet – Thanks for sharing this. I’ve bookmarked and will be giving them a try, especially the ones you noted are working especially well for you, such as PicMonkey.
Since writing this I reached out to one of my Facebook friends who publishes a lot of quotes and he prefers using Keynote on his Mac. According to him it’s fast and easy.
Great article on how to ask engaging questions on Social Media.. thanks for sharing.
You’re welcome Pat – thanks for stopping by.
I am really enjoying your site, this article helped me sum up a lot of thoughts I’ve been having. After a bad year for myself as an entertainer (radio show cancelled/ Major events cancelled) I took to Facebook as a way to keep people entertained while I set up the next plays. Now i really built a nice community following. This article has given me insight on how to expand and maintain it. Thank you!
I am exploring the use of questions, do not see the ability, after I post the question, for other to comment. Is that a setting or is it turned off?
Kirk – It’s not always obvious, I’m afraid. For example, I use a simple commenting system here, but you have to be sure to hit “reply” instead of “post comment” if you are address the previous commentor.
Does that answer your question?