Always include a call to action. Head over to Facebook, click on your Pages Feed, and tell me what you see. Most of the posts will ask their audience to "like" or share or read or buy—you get the point. There’s nothing wrong with this in small doses, but remember that every other brand is asking for the same thing, and eventually audiences can become fatigued. Not every bit of content—whether it is a Facebook post, a tweet, an Instagram photo, or a blog article—must ask your audience to take a specific action. Of course you hope they’ll share it with their audiences or even head to your online store and buy a product, but you don’t have to order them to do it.
I was reading this post from Ragan’s Health Care News about the “5 social media tips to ignore.” Here is number four “Always include a call to action.”
It used to be complete Facebook (and blog) law to include a question at the end of the post, for example, so that you encourage your fans to “engage” with the brand. That’s a great idea, but if you ask a question in a forest and no trees answer, did it still suck? The answer here is yes. If you include a “call to action” and no one acts, then you kind of just make the page look like it’s talking to itself. Not to mention that post - which no one responded to - will live on the timeline forever.
Earlier in the article, Jon Thomas states, “…no amount of money will make your brand relevant to a consumer if it doesn’t create something of value.” And it’s true for calls to action as well. No amount of calls to action will make your brand relevant to a consumer if it doesn’t already create something of value for that person.