First thing’s first. Are you at least giving your fans the opportunity to engage? Whether you initially turned off this functionality intentionally or not, it’s important to enable comments on your Wall. Within your Page’s settings under “Manage Permissions,” make sure your Page’s posting ability is set to allow users to write or post content to your Page’s Wall.
A great way to encourage engagement on your Page is by posing questions to your fan community. Ask them for advice on certain topics; ask them to share their favorite blog article on a given topic; ask them for their opinions on industry news and announcements.
If a Facebook user is a fan of your Page, they likely follow your business and already know a bit about you. This also means they probably have some opinions to share with you. Request their feedback! Ask them to share their thoughts on a new product, service, or feature you’ve launched. Motivate them to tell you how you can make their experience on your Page even better.
Your fan community can be a valuable resource when conducting research. Use surveys to collect information about your fan base. Trying to determine what kind of content is most valuable to them? Want some ideas for your next blog article? Want to know which features of your product/service they value the most? Create a quick poll using Facebook’s question feature and post it to your Wall.
Use Facebook’s discussions feature to spark conversation or debate on a certain topic related to your business. Invite fans to share their opinions on a hot-button industry issue. You might end up learning something new about your fan base, or it might even spark an idea for a blog post or an ebook.
Once you get your fans buzzing, don’t just sit back and watch. Get involved! Join their conversations, thank them for their contributions, and continue to nurture the discussions happening on your Page. You shouldn’t be a silent facilitator.