If you use your small business or organization’s Facebook Page just as a megaphone to share news, discounts, and other such content, then this blog post is for you.

Your Facebook Page is a place to have two-way conversations with your customers, clients, members, and supporters. If you’re already doing this, then you understand that your Facebook Page is as much about your customers as it is your business or organization.

You shouldn’t keep your fans on the sidelines.

Let your Facebook Page reflect your desire to have an interactive relationship with your fans. Encourage user-generated content and get your fans in the game!

Why should I?

By encouraging your fans to join in on the conversation on Facebook, they become more involved with your business and more loyal.

Fifty-six percent of Facebook users say they are more likely to recommend a brand after becoming a fan. And that’s just if they “Like” a Page.

That number will only go up if they interact with the brand after Liking the Page.

In that case, when it comes time to make purchases or a recommendation, your business or organization will be at the top of their mind. Not to mention, their interaction with your Facebook Page will show up in their friends’ newsfeed, sharing your business or organization with additional Facebook friends, and helping improve your business or organization’s visibility.

Asking fans to submit their own pictures or to respond to a poll will drive page views, engagement, and referrals.

Okay, but how?  


Not just on Facebook, but also via email and in person.

You can run a video contest and promote that to your Facebook fans — but also link to it in your email campaigns and even have a QR code promoting the contest in your store. It can be as simple as posting a Facebook question or asking people to fill in the blank.

If you want to take it further, ask for photo submissions or reviews, and consider providing an incentive to reward their participation.

And, whether it’s a simple question or a time-consuming submission, you must always respond!  The easiest way to kill user-generated content is by ignoring your fans’ contributions. Show your fans you value them by thanking them and even promoting their efforts.

Don’t get carried away

Every Facebook Page should absolutely encourage and highlight content created by their fans, but if that is all you are doing, then you’re doing it wrong.

Don’t solely rely on your fans to create content. Your job is to create most of the content. Make sure user-generated content is complementing the value that your business or organization is already providing.

Give it a shot!

Drive more traffic to your Facebook page and more loyalty from your customers by encouraging them to post, share, and submit content. However and wherever you ask, remember to respond and keep that engagement alive.

Remember, your fans like to cheer you on, but they like to play even more.

For more Facebook marketing tips, visit our Facebook 101 Page.