5 Ways Retailers Can Increase ROI and Engagement on Facebook

2. Look at Facebook through a user's perspective. When designing interactions on Facebook, the most important question to ask is, "Will my core audience find this interesting or of value?" If you're unsure as to the answer, reconsider your strategy. Take a user-first approach to engaging on Facebook that's genuine to your brand and fun for "fans." Above all, stay true to web 2.0 mantra: Be transparent and authentic to your core brand identity. P&G recently coupled its "Best Job" national advertising campaign that showed mother's supporting their children in athletic events with a Facebook page showing mothers supporting their sons and daughters during the Olympics. The campaign was successful because it resonated with so many people, bringing back adolescent memories for me, personally, and the Facebook page that showed interaction between mothers and Olympic athletes helped sustain user interaction throughout the games, directly mapping back to the core values of P&G's brand.