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31-Jul-2014

Facebook algorithm affects fan page success rate


Your Facebook Page isn't being seen by as many people as it used to. For the past few months, Facebook has reduced the organic reach of Pages and plans to cut back free page posts even further.


Facebook defines Pages:

"Pages look similar to personal Timelines, but they offer unique tools for connecting people to a topic they care about, like a business, brand, organization or celebrity. Pages are managed by people who have personal Timelines. Pages are not separate Facebook accounts and do not have separate login information from your Timeline. You can like a Page to see updates in News Feed."


If you are in business, you need to be using a Page rather than a Timeline to promote your business.However, Facebook is wiping out the free advertising users had been accustomed to.  In a statement, the social media site said the best way for businesses to have people see their content will be to pay for it.  This upset many users, but the price of paying for a suggested post can start as low as $5.00. So, it’s up to your business whether or not reaching your fans is worth the investment.


According to Facebook, they revamped their algorithm earlier this year to ensure the "most interesting stories" were shown at the top of the news feed. Text status updates from Pages did not track the same kind of engagement as personal text status updates. Additionally, the social media giant reduced the overly "spammy" posts being used to attract likes and comments, thereby creating a lower quality newsfeed experience for users.


Page Adminstrators noticed their posts weren't showing up as regularly as they used to. Actually, your organic reach on a fan page is now between 1 and 2 percent. This means if you have 1,000 fans on Facebook, 10 to 20 fans will organically see your text-only post. An uprising occurred and some businesses simply walked away from using the services because in order to produce higher views, Facebook encourages companies to "Promote" or pay to have their posts seen.


In order to see the most success from your Facebook posts, even when they are paid for, it is important to use the following steps:

1. Content

a. The kind of posts you put out there matter

i. Images, videos, articles have a much higher share rate than text-only promotions and status updates- photos get 39% more interaction, according to a Kissmetrics study

ii. Focus on posting engaging content

iii. Posts using tricks to get likes will not be seen as much, nor will "low quality meme (a Grumpy Cat image) content," according to Facebook

iv. Keep the posts short; posts 0-70 characters long get 23% more interaction, according to Track Social


2. Timing

a. It's all about timing

i. Business-to-Business (B2B) Posts perform almost equally during the week compared to the weekend, according to an Argyle Social Study

ii. Business-to-Customer (B2B) posts perform better on weekends, 32% better (Argyle study)

iii. Best times to post B2B- 9 a.m.-7 p.m., with best performing times from 1-3 p.m.

iv. Best Times to post B2C- After 7 p.m. on the weekends, especially on Sunday


3. Engagement

a. Get them talking, posting & sharing

i. 70% of consumers trust brand recommendations of their friends (Forrester research)

ii. Shelf life of social media links is only 3 hours (Bitly social media stats)

ii. 35% of FB users like a Page in order to participate in a contest

iii. Use softer sell words like "Events" and "Winning" rather than "Contest" or "Promotion"


While these suggestions can be intimidating, other solutions are to create a suggested post or ad, which costs money, but is effective to obtain new fans. Just think of the possibilities your company can take advantage of with other social media platforms: Twitter, Instagram, Pinterest, Google+, LinkedIn, Buffer, Dribble, Tumblr... the list goes on. So, why not start with one and do it really well?


About the Author

Staff
Open for Business, Central Nebraska
The Open for Business Staff strives to create the most useful content possible for businesses. Whether it's tips and tools available for owners to work smarter, not harder, a feature story highlighting amazing things happening with a Central Nebraska business or a fun tip here and there, you will find something that helps your business thrive at openforbusinessmagazine.com 
    


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