Disclaimer: I’ve never been a wedding DJ, so I can’t say this is exactly what they go through. But, seems to be true.  Sometimes, I swear I could cry. My job is to make to almost 2300 people happy. My goal is to get them to comment, or like, or retweet. I spend my days trying to figure out how to make this happen. Sometimes it just WON’T. I have noticed that engagement activity comes and goes in waves. There are high points and low points. Right now, I’m totally in a low point. I’m pulling out all my best moves and I’m just not getting the desired response.  I was at a wedding this past weekend and decided the DJ’s job was very similar to mine as a Facebook page administrator. Here is how. A DJ wants everyone to dance and enjoy the music he is playing. Dancing for a DJ is the equivalent of comments and likes for me.  After the bride and groom do their first dance, the DJ usually plays the obligatory “let’s-get-this-party-started-everyone-please-dance” music. The songs on this playlist are usually “YMCA,” “We Are Family,” “Cotton Eyed Joe” and “Thriller,” during which it is typically the reluctant wedding party and family that must force themselves to dance (sober non the less) in front of everyone else at the wedding who is probably also still sober. But, hey, it’s for the bride!  This stage of the DJ’s playlist is very similar to when you just start your Facebook page. You start off with predictable posts about upcoming football games and new deans joining the campus(the equivalent of hearing “Celebration”). You get comments and likes, but realize the commenters are the people in your office. They are the equivalent of the family at the wedding party dancing (sober remember) just trying to make the party go smoothly. The DJ is fine with this, and probably realizes these are sympathy dancer. He needs to do more to get the rest of the guests involved.  So the family dancing works. A few others have ventured in. Wives of the groomsmen. Nieces and nephews. The DJ thinks, okay a few more people. Time to pull out “I Like Big Butts” (isn’t that song funny? He’s talking about butts, people!) The Facebook equivalent of this is when you start to notice new commenters popping up on your page, but as you look closer you realize that they are the daughters, husbands or wives of the already commenting co-workers. This is fine you think. I’m so appreciative of the support. Maybe it is time for me to go out and start getting some original Facebook-only content so I get our target market to actually start commenting! This is like the DJ taking requests.  So who does the DJ REALLY want to get dancing? The crazy friends of the bride and groom of course! He knows they are the most fun. It will be a fantastic party if the DJ can play just the right music to get those people away from the Franzia and Bud Light and over to the dance floor. Heck some are probably even engaged themselves and might even use him for their upcoming wedding if only he can get them up to the dance floor. That is the key! The equivalent of the crazy friends to me are the high school students, alumni, parents and other important constituents who are fans of our page who are the entire reason to have the page in the first place- they are our target.       How does the DJ get the crazy friends to dance? He has been studying and listening to his top 40 hits. He knows what these kids want to hear: Black Eyed Peas. He turns on the song, all of sudden everyone turns into Children of the Corn and is entranced by the steady beating of “I Gotta Feelin.’” People rush to the dance floor with arms flailing, because it really is going be a good, good night! The Facebook equivalent of this is when the admin has been doing their research and now understands what these likers/fans really want from this page. There is no turning back now. Everyone is commenting/dancing! Best party ever!   Uh-oh. The DJ decides to take a risk. A slow song. He dutifully plays Faith Hill and Tim McGraw’s “It’s Your Love.” Everyone leaves. This song is so 2000. You’re back to the family only dancing.This is like letting your Facebook page go boring for a few days. Will the commenters ever come back?!  The DJ scrambles. Time for another bump and grind song. He pulls out: “Hey Ya”. Nope, not working.  You lost ‘em. Time to regain the trust and go out with a bang. It is time for JOURNEY! Everyone’s back. They can’t resist Journey. You saved the Facebook page. You provided some irresistible content and all your commenters are back. Whew, relax. Right now, I’m totally having my slow song moment on our page. I’m really hoping the reason is just that it is summer. Whatever it is, I feel like I’m changing songs like a mad women and no one is even listening…err commenting! I’m sure all you wedding DJ’s out there know what I’m talking about.