Why You Need A Facebook App Strategy

We all know that EdgeRank keeps our content from being seen on Facebook. Fans can interact with our posts (IF they see them), but we can also keep them coming back with custom apps, or tabs as they’re also called, on Facebook. EdgeRank, in a word, is why you need a Facebook app strategy.

Either way, having a custom application that keeps fans on your page can help with dormancy and reactivation of fans. Otherwise you may be looking at “pay to play” with measures to recapture some of those lost fans.

Some of you may be thinking: Lost Fans? WTH?

What I mean is, unless your TAT score is at 100% or more, you’re only reaching a small percentage of your Facebook fan base. The other Fans who have ‘Liked’ your Page at one point or another are more than likely not seeing the majority, if any, of your posts.

This, again, is all due to EdgeRank and the fact that you (or your posts) can’t be all things to all people all the time.

Love it or hate it, Facebook is a *mostly* free marketing tool for us to use, so we might as well stop complaining and start doing something about it.

Your content [read ‘Seven Ways To Show Your Content Some Love’] should always be a first step. Once you’re getting good engagement on every post you share, THEN you can consider moving to a custom tab strategy.

Facebook App Strategy

There are several different ways you can utilize a custom app, or tab, for clicks and other forms of engagement:

• Exclusive content [Check out our Breaking News tab for an example of this]
• Games
• Contests
• Promos
• Quizzes

Tools For Tabs

There are SEVERAL different platforms to choose from, so I’m only going to list the ones we’ve had personal (and good) experiences with:

• Woobox (free and paid)
• ShortStack (free and paid)
• Heyo (paid)
• Wildfire by Google (paid)

Of course, you can always build your own custom app through a developer or if you know HTML you can do so through IFrame.

So, I’m curious, how many of you have an app strategy on your Facebook Page? Is it current? Does it work? Share with me below …

See you in the social sphere!

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Brooke B. Sellas

Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and social media customer care agency. She's also the author of Conversations That Connect -- a book all about social listening and social media customer care. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout on the socials!

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