Not that long ago, it seemed like a Facebook marketing update could accumulate countless thumbs up within minutes, a giveaway post would be shared on individual timelines at a viral speed, and new page likes were a daily occurrence. Today this widespread visibility is harder to come by, according to small business Facebook postings and news outlets. So, how do you stay on top in this new playing field?
Can you see me?
According to Ignite Media, about 16-17% of your fans (on average) will see your individual posts. This isn’t an arbitrary number. It’s actually based on EdgeRank, a formula that Facebook utilizes to determine what posts will appear in an individual user’s news feed. It relies on these three components:
- Affinity score: Think about the people that like, comment on, and/or share your posts the most. These highly interactive fans are the most likely to see your posts in their news feed, due to the strength of your relationship that has been proven over time on Facebook.
- Weight: This specifically evaluates the interaction with your post. Comments and shares are more powerfully weighted than likes, so if your status is getting a lot of these, your post will be shown to more people.
- Time: The timeliest posts are the most relevant. As the post gets older, it loses value and will show up less in fans’ news feeds.
The silver lining in this formula is that you can work it to your advantage with valuable content and a spot-on strategy.
Effective ways to boost your visibility
As with any social media platform, there are no absolutes. Every company is different from its own products, audience, mission, story, and voice. This is why there is no “one way” to “succeed” on Facebook – it’s all relative and specific to your business. However, there are general methods that can increase your likelihood to get seen. Taken from Cara Pring’s “20 Ways to Increase Your Facebook Page Visibility,” published by Ignite Social Media, here are few general tips summarized (not taken in entirety) below:
Don’t post too often: This one seems counter-intuitive. Shouldn’t you be posting all the time to stay on your fans’ radars? Not necessarily. Your fans can become less engaged (or even annoyed) with the constant outreach, and the lack of likes/comments/shares can decrease your EdgeRank.
Become visual: Want more engagement? Statistics show that the following mediums boost engagement the most when compared to text-only posts:
- Photo albums: 180% more
- Photos: 120% more
- Videos: 100% more
Pick your time of day: If your target audience is busy moms juggling multiple kids, chances are they won’t be sitting at the computer at 10 a.m. – or receptive to your new product details if their toddlers are throwing food at the screen. Evenings (once the kids are in bed) or weekends may be the best time talk to them.
Run promotions: This is a great way to boost your page’s exposure – so use this opportunity wisely. For instance, if the entire reason you are doing a giveaway is to increase your page likes – or to have people share the contest on their own personal timeline – make it a requirement of entering the contest. Apps like Rafflecopter allow you to do this easily.
Keep it short n’ sweet: Posts between 100-250 characters get 60% more Likes, comments and shares than longer posts. Brevity is good!
Paid promotion: This is a tough hurdle for some companies that don’t want to pay-for-play on social media, but it’s important to cover. Facebook specifically allows you to “promote” your page and specific status updates at an à la carte price model. Essentially, the more that you are willing to pay, the greater the chance your page has to achieve more likes, increase engagement, and improve visibility among new potential customers within your target demographic. Of course, while paid promotion can predict possible outcomes, it can’t guarantee it.
Inform people: If you suspect your fans aren’t seeing you, tell them how to find you: if fans hover over the “Liked” button on your page, there is an option to “get notifications.” If this is selected, they will see you in their newsfeed.
Your future Facebook page
Facebook rules, along with all other social media platforms, will always change. It’s smart to re-evaluate the value of your business presence on each vehicle. If it’s working, keep at it. If it’s not, modify your strategy (whether it’s through content, paid promotion, or seeking another platform) to communicate with your consumers and achieve your other business goals. Whatever you do, if you want to be seen or heard, make it happen.
This article is made possible by Checksforless.com. For more than 35 years, Checksforless.com has provided over 500,000 businesses with high quality business checks, deposit slips, and other banking supplies with easy ordering and fast production times; all at the guaranteed lowest price in the nation. Our discount business checks are easily customizable and compatible with over 4,500 software programs including QuickBooks® and Peachtree/Sage®. Email or call us toll-free at 800-245-5775.