What if every post you made on your Facebook fan page not only generated likes and shares, but also helped you collect names, email addresses, fan status, and perhaps even a donation now and then? Well, this is exactly what organizations are using ActionSprout to accomplish today.
Many organizations have learned the power of including a simple call to action footer at the end of each Facebook wall post. These often look something like this: “Click LIKE if you agree” or “SHARE to show your support.”
Call to action footers increase share rates and train your audience to engage with your content. But these generic calls to action don’t result in very clear or meaningful actions, nor can you follow up with people who just like or share a post.
ActionSprout can help you solve this problem through a tactic we call “background campaigns.” By including an ActionSprout background campaign as part of your call to action footer on all or most of your regular Facebook page posts, you can give your fans something to do that is more directly tied to your mission and your work—and results in more meaningful, measurable data you can use to follow up with people and boost them to higher levels of engagement.
An ActionSprout-powered call to action footer might read something like this: “LIKE honey bees? Show your support here: [ActionSprout campaign link].”
ActionSprout background campaigns give you a powerful way to continually engage people, getting contact information and generating viral activity to bring in new supporters. They support all of the engagement you are working for today, but also give your supporters something to do beyond just clicking like or share.
How to create an ActionSprout background campaign
Here’s how you can create an ActionSprout background campaign and keeping it fresh. This is simple, flexible approach that requires virtually no change to how you currently use Facebook.
For most organizations, the ideal ActionSprout background campaign will be a simple ask; one that is a small step up the engagement pyramid from like, share or comment. Often a simple “Support Our Organization,” “Plege,” “Stand With…” or “Help…” action works great. So, if you are working for the organization Save the Honey Bees you’d might create an ActionSprout campaign to “Pledge to plant flowers for the honey bees.” With that background campaign in place, you simply include the campaign link in a call to action at the end of your normal Facebook posts.
You can vary the way your call to action footer reads on a post to post basis, for example:
“LIKE honeybees? Show your support here: LINK TO CAMPAIGN”
“SHARE our love for bees? Pledge to plant flowers for the bees: LINK TO CAMPAIGN”
When a person clicks through, the background campaign might look something like this:
In addition, you’ll probably want to create a new ActionSprout background campaign with a slightly different call to action every few weeks, so that your most engaged people have something new to do and share with their friends.
Benefits of ActionSprout background campaigns
An ActionSprout background campaign has a number of benefits:
Background campaigns help train your fan base to be action takers, not just likers and sharers.
You’re giving your most ardent supporters a way to do something beyond just clicking Like, which is good for deepening your relationship with them.
You’ll likely boost your normal/organic engagement with content (like, share, comment) and also slowly start unlocking names and email addresses from your Facebook supporters.
When you do have a piece of content that takes off virally, you won’t have to scramble to create a new ActionSprout campaign—you can just default to your background campaign for initial name capture and engagement.
You can also turn commenting on inside your ActionSprout background campaign; this is a nice way to continue engaging the people after they take action for you.
Page posts that have background campaigns running also allow you to capture people who like or comment on that post… even if they don’t take the action.