THE POWER OF THE PLATFORM: VISUAL STORYTELLING ON SOCIAL NETWORKS 81 TIPS for Engaging on Facebook • Don’t just use generic marketing photos • Integrate your regular marketing into on Facebook. Create photos specifically to Facebook, but let Facebook take it fur- generate a conversation. ther. For example, show behind-the-scenes • Think how you can communicate visually— shots, or let fans decide what happens fans are more likely to comment on, like, next. and share a photo. • Global brands can make use of regional • Ask your fans to upload their own pho- pages to target information based on tos to give their perspective on how your locality to fans in different countries. products fit into their lives. Consider cultural differences when you • Create campaigns specifically for Facebook design images or videos for a particular that fans can join in with. region. • Both photos and video work really well on • Don’t worry too much about using profes- Facebook and generate interaction with sional photographs—a photo taken on a your fans. smartphone by a fan can sometimes tell a • Get creative with your header photo, and better story than a professional marketing choose something eye-catching and inspir- shoot. ing. Change it every now and then to keep • Offer creative visual contests to engage it fresh. your fans in a sustainable way. A popular Moleskine Facebook campaign called What’s in Your Bag? had users upload pictures of the contents of their bags into a Facebook album. The project generated thousands of likes and comments as readers looked at the contents of other bags (which included Moleskine note- books, naturally) and shared photos with their friends. Fans also post photos of themselves recommending their favorite Moleskine designs and showing how they use their Moleskine products on the Facebook page, which has over 170,000 likes (https://www.facebook