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Social Media Marketing November 19th, 2012
I’ve written about Facebook’s Edgerank algorithm before; it’s responsible for determining which stories end up in your news feed. In the early days of Facebook everything made it into the news feed, much like Twitter. Today, Facebook has algorithms that determine what stories it thinks you will find most interesting.
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It’s true, many people scroll quickly through their news feeds not interacting with many posts. Facebook wants to make your news feed entertaining, they want you to keep coming back, right?
Recently someone emailed me asking me why he wasn’t seeing his own posts in his news feed. One thing that jumped to mind is that he wasn’t engaging with his own posts! More importantly it turns out that only about only about 4% of his fans were seeing his posts. This is down some 16% percent from one month prior.
1) One strategy that many brand pages have been using is to send out posts like this:
After performing some tests it now appears that if you like a page “Get Notifications” and “Show in News Feed” are not automatically checked. So for anyone recently liking your page make sure they check those two options. As and added measure of assuredness ask people to assign you to an Interest List. This will make sure your posts are shown when they click their interests (on the left side of Facebook).
Feel free to use the graphic on your own Facebook fanpage.
2) People who are concerned about this, may want to consider sponsored posts. For example a page with a 1000 likes could pay $24 to reach all of your fans 4 times a month. You can choose to target just your fans, or friends of your fans.
The general consensus is that Facebook is doing so to encourage people to do sponsored (paid) posts. I am running some none-scientific experiments whereby I’ve liked pages and purposely not interacted with them.
New pages are not exempt from Edgerank, they’re forced to play by the same rules. A good idea would be to take the picture above and leave that as a pinned post.
The key is: don’t be spammy! Make sure your updates are useful, use imagery and video. Short posts ten to do better than long posts.
Also consider what time you’re posting. According to The Simple Science of Facebook Engagement Infographic the optimal time to post is Wednesday at 3pm, otherwise posting from 1 to 4pm is best.
To combat Facebook did release “Pages Feed” which centralizes all your pages’ posts into one central feed; but will anybody use this option? And what about mobile? The pages feed is nowhere to be found.
In summary, the better your content, the more people will engage and the more relevant your posts will be to them, i.e. the more they’ll keep seeing your posts. Encourage your friends, family and colleagues to help kick start you pages. Once you hit a critical mass quality content will carry and be shared. Don’t let Facebook’s Edgerank Algorithm get you down, focus on quality and good things will follow.
Please feel free to connect with me on social media @strategyinventr or leave a comment below!