Facebook defines engagement in one way and one way only: people clicking specific buttons. If a fan doesn’t engage with your post in at least one of four ways:
Leave a comment
Share it with others
Click on a link
It’s not considered engagement by Facebook standards.
Non-engagement look like this,fans doing things that do not count as FB engagement:
- Read your update. Kind of makes you rethink how much time you spend crafting the perfect status, doesn’t it?
- View your image. Photos, infographics, inspirational quotes, etc. are great ways to grab attention, but simply having them seen does not constitute engagement.
- Click on a photo. If your photo is not linked (via OpenGraph or some other plug-in) to a specific site, all that will happen is that the photo will open in a bigger window. That’s an opportunity to giving your reader yet another chance to engage…but in itself, FB doesn’t count it as fan engagement.
- Like your page. You heard right. People liking your page doesn’t affect engagement; it only counts when they like specific posts.
So Does Engagement Matter?
This is where mindset enters the picture. Mindset is what will connect the dots for you between fan engagement (likes, comments, shares, and clicks) and exposure to your business (such as getting your posts into your tribe’s News Feed).
The more often your fans engage with you in the ways listed above, the more often your posts will be pushed out into their News Feed. This is how Facebook helps your business–by noticing that people are interested in what you have to say, and giving them more. Therefore, in each and every status update you post, you’ll want to influence your audience to engage in at least one of the four ways that count: liking, commenting, sharing, or clicking a link. This is where your mindset is critical. When you’re creating a Facebook post, it’s not enough to be clever, or even thoughtful.
Remember, if there is no engagement, Facebook simply thinks your audience is not interested. And they’re not going to promote something that they think people aren’t interested in. On the other hand, the more people take action on one of your posts, the more your posts will show up in their feed. Not just that one post they liked, but all your posts.