5 Ways Retailers Can Increase ROI and Engagement on Facebook

1. Align with the purpose of Facebook. Consumers don't use Facebook to view ads; they use it to socialize and interact with their friends. Retailers need to adjust their advertising strategies accordingly, trying to engage users in a more organic, social way. For example, people like to share on Facebook. If you want to benefit from the scale of the network, give them something they have a vested interest in sharing. Promotions are a great way to get viral visibility. Ben & Jerry's recently launched a Facebook campaign that promoted its new Greek frozen yogurt by helping fans find "spooning partners" and providing coupons. The company's ad team then promoted the campaign through paid media on Facebook, encouraging users to participate and share with friends.