Facebook engagement lesson: ‘It’s about community’

Fb post

The Buttry Diary

Morning Sun Facebook updateRick Mills, editor of the Morning Sun in Mt. Pleasant, Mich., shared an important Facebook lesson with me this afternoon (added links and updated a bit):

You always think it’s the big stuff, the breaking news… but I posted something today about a popular local restaurant closing. Since then we’ve got 70 new followers, it’s been seen by more than 15,000 people, 69 have commented.

Lesson: It’s not always about tragedy. It’s about community, about the people we cover and the things they do. But I guess we already knew that.

The Morning Sun, by the way, is one of our newsrooms that has a bigger audience on Facebook than in the morning newspaper. Weekday print circulation is about 7,000. Sunday is over 8,000. Facebook fans topped 10,300 today.

Note in the screengrab above that the post has been shared more than 200 times. “Likes” aren’t very high…

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