In May, Sony Mobile was having a pretty good month on Facebook. It was generating a ton of engagement with relatively low-lift posts that acted as rallying cries for dedicated Xperia fans, like this one (Sony Mobile’s most engaging post in the month of May).
Sony Mobile also did a great job of generating user responses, and fostering a community on its Facebook page by responding right back to fans, as you can see in the comments section of the post above.
But when it came to Bitly clicks, Sony Mobile only saw lukewarm success.
When you look at this chart, you might be wondering, what happened in those last few days of May?
Well, Sony Mobile ran a contest.
Interestingly enough, that Bitly link doesn’t take you to Sony’s website, as you might expect.
Instead, it takes you to an app within Facebook.
When you click the big blue Facebook button, this box pops up.
By running their contest through Facebook as opposed to their own site, Sony Mobile keeps users within the social platform and is able to obtain information about the people who enter the contest in a way that’s easy on the Facebook user — no need to fill out a form.
By collecting Facebook data, Sony Mobile is able to deliver relevant content to those users at a future date.
Between May 27-30th, Sony Mobile posted links to the contest three times, generating over 46,000 Likes, shares, and comments with this final post. The post also drive 144,185 clicks.
1. There are many metrics for success. Engagement, comments, Bitly clicks…Which metrics matter to your brand right now? Make sure the metrics you’re paying attention to align with your goals.
2. Foster a community. It’s not enough to drive a ton of Likes on Facebook. Focus on increasing meaningful engagement in the form of comments and shares, and if your fans are taking the time to engage with you in this way, be sure to respond.
3. Run a contest. Generate buzz around a new product or neglected one by running a contest, and experimenting with different ways to go about this — the contest doesn’t necessarily have to occur on your website.
How will you implement Sony Mobile’s lessons in your own strategy? Let me know in the comments below, and download our holistic Facebook guide to improve your own technique.