There’s an interesting article from Simply Measured that reports: JetBlue Averages 182% More Comments with Fill In the Blank on Facebook.

This is an interesting analysis. The concept is simple. You write a post and invite people to fill in the blank. The article shows this example:

Simply Measured found that, when campared to comments on Links, Status updates and MultiMedia, there was way more engagement with Fill In The Blank posts.

The first commentor of the article asked if these are valuable engagements. Is it possible that these are low quality engagements?

Not all engagements are created equal. A person that takes a picture and uploads it to your Facebook page is way more engaged than someone who clicks the “Like” button on a post.

But you definitely want the Likers.

Engagement begets more engagement.

We all have taken a double-take at the restaurant with the full parking lot. If other people like something suddenly it becomes more enticing for us.

These Fill In The Blank posts are likely having that effect. As more people fill in the blank, it causes even more people to do the same. Not only does it increase the value of that post, it likely increases the value of being at the overall page.

I’m a firm believer in giving the people what they want. If people like filling in the blank then so be it. It’s not a difficult post to do. And the quality of engagment is definitely not zero. In fact, it’s kind of fun to see what other people have said.

So airports. Tell me: A good airport fill in the blank post could be about ______.

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