Even though Facebook is a social platform populated with seemingly random posts, there is a tested method to getting your fans to engage with your brand & content...
Here AMEX Open Forum distils the methodology of getting people to visit your Facebook page, keep them reading as well as having them return.
Summarizing the Infographic:
Post Short Updates - less than 80 characters get 23% higher engagement rates
Post Images - Photos get a 39% higher rate of engagement than all types of content averaged
Use Emoticons - Using emoticons increase shares and likes by 33%
Try Caption Contests - Asking fans to write captions to interesting photos increases comments by 550%
Respond Quickly - 25% of Facebook and Twitter users expect a response to inquires and complaints within 60 minutes
Run a Photo Contest - Encourage fans to post photos for a chance to win something
NB. Third-party apps need to be used for photo and video contests
In order to use this effectively for Community Engagement or Brand Marketing you need to:
#Develop clear objectives
#Understand the people you are targeting and
#Create a smart integration strategy
Via maxOz, Vingtcinq Scenario