Remember when "how to build sticky websites" articles were everywhere? Well, the goals for Facebook are different, and you risk being disappointed with your social marketing investment if you don't understand this new paradigm. Luckily for all of the social marketers, a Facebook "like" is inherently sticky. It is a persistent relationship you can capitalize on with smart social marketing.
Let's start with some definitions. A website is "sticky" when visitors stay on the same site for an extended period of time. They navigate around the site, clicking on links to other pages, tabs, or sections. It's measured in minutes and average page visits per visitor. Your Facebook presence, on the other hand, is not measured by clicks, but rather by fan count (and therefore potential impressions), "likes," and shares. The social paradigm for your Facebook presence isn't to get fans to come to your Facebook page -- it's to get them to be social.
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You already know by now that users are engaging with your brand wherever it is. Sharing those interactions with their friends amplifies the engagement. The goal to enhance your Facebook page's "stickiness" is to create an experience that makes users want to return and repeat the cycle.
This social engagement cycle can be achieved in many ways: news feed optimization, social applications, off-Facebook engagement, cross-platform integration, and, of course, not getting hidden in the news feed. Providing users with experiences worth sharing, amplifying the engagement, and coming back for more is the new "sticky."
Here are five ways you can make your Facebook page socially sticky.