One of the things we like to do is to crowdsource our content. To see what I mean, check out this post from my law firm's Facebook page:
Aside from being a great example of a well-run contest, we used this content to source future content from our followers. For example, we were in the process of planning a campaign called #whatmattersmost that we wanted to feature pictures of our own families and families of our clients and friends. This was a play on our motto, "Protecting Everything That Matters To You." So many of the responses to this contest were family photos that we eventually turned into this:
People loved posting these pictures in the original contest, and they were even happier later when we re-purposed them and used them as part of our social media campaign (see, that's why people are on social media in the first place).
The creation of crowdsourced content became a major tool in our social media marketing arsenal. For starters, we use it in many of our offers and giveaways to push engagement numbers up. The campaign above cost a total of $0.00 in advertising and reached 14,773 people. Not bad for a small law firm in Central New York.
Additionally, prompting users to share something about themselves, or a picture they love helps when you're just running low on great ideas for engagement. As we have discussed, the type of posts that receives the highest engagement are those seeking input from the users, whether through Q&A, fill-in-the-blank or some other type of user inputted content. Why not play on the psychological norms of Facebook users to create your own content for you while simultaneously spiking engagement?