In one of yesterday’s blog posts, I discussed recently published studies on how marketers are striving to improve the ROI on the display ads they present to Facebook users – mainly by targeting. But there’s another way that brands and marketers can reach Facebook users. They can increase the content and interactive features on their official Facebook page. A new study by Wongdoody reveals the best steps companies can take to build up their Facebook pages in meaningful ways.

The Wongdoody study of the top 100 brands shows that only 84% have company-run Facebook pages. Each of these brands had an average of 1.8 million fans. Most of these brands actively engage with fans through the following:

  • Average blog posts per month: 24
  • Wall open to comments: 79%
  • Actively reply to comments/posts: 66%

The study also found that marketers may be missing an opportunity to connect with fans in unique ways. For example, 88% of brands posted video content to the Facebook page but in many cases, the content is “repurposed from other sources, such as posting the newest product advertisements.” This kind of content is not likely excite fans who may have seen the video in other places.

A more successful strategy may be trying to engage with fans in multiple ways.  Several new tactics are only being used by a minority of major brands:

  • Solicit photo submissions: 39%
  • Post surveys/polls/quizzes for fun: 39%
  • Post surveys/polls for research: 32%
  • Promote contests: 33%

Woogdoody analysts remind advertisers that “the marketing challenge lies not in convincing users to Like your page, which takes only a cursory click, but to make sure your page is not forgotten as just one more link on a fan’s Info page.”

[Source:WONGDOODY Study Highlights Opportunities for Fan Engagement. Wongdoody.com. 22 Feb. 2011. Web. 3 Mar. 2011]