Below is a graph from Jon Loomer’s insightful article that actually shows an increase in activity for more than 1000 Facebook Pages:
The truth is that the drop in reach for many Pages is a caused by an increase of more relevant posts in their fan’s Newsfeed.
Edgerank isn’t unfair, it’s just impartial
Facebook has always used an algorithm to determine what Facebook users will most likely prefer in their increasingly noisy Newsfeeds.
Marketers that are whining about all this need to put down the tissues and realize that promoted posts are simply one option among many to amplify reach.
Here are thirteen more you can share with them:
1. Analyze Your Top Ten – Go into your Facebook page Insights and rank your content by virality. This is the fastest way to see what’s resonating with Facebook users.
Seek out patterns. Are they mostly photos? If so, what subject do they have in common? What about conditional sharing? What can you learn from the comments in these updates? You get the idea, Sherlock.
2. Post Awesome Content – When you understand what’s been working on your page, you’ll do it more! But how can you go beyond what has worked?
- What would it look like if your posts were unbelievably remarkable?
- What would get people talking?
The bottom line is that content is king on Facebook. Take full responsibility for yours!
3. Optimize Targeting – Admins with Facebook Pages over 100 fans can target updates based on as gender, relationship status, educational status, age, location and language.
This means that updates that pertain to fans in a specific location, or a certain age group won’t be hidden by fans outside of that segment. And on the flip side, a higher percent of those reached by these targeted updates will like, comment on, and share them.
4. Don’t Cross-Post – I’ve written about why cross-posting is a bad idea before, so you can read more about that here.
Briefly, the intent of crossposting is to save time and effort, which is the opposite intent needed to create a vibrant community.
This makes sense when you think about it – most people work during the day, come home and have dinner, and then relax, watch TV and peruse their newsfeed.
6. Post on Weekends – Also supported by research is the fact that weekends are awesome times to post. People generally have more free time on their hands to see what’s up with their Facebook friends. Plus, because very few brands post on the weekends, there’s less competition in the newsfeed!
7. Create Interest Lists - Interests are user-curated topical lists comprised of People and/or Pages. For example, Mari Smith created a list called FACEBOOK Experts & Resources that includes 76 People and Pages that Mari has hand-picked.
This means more Facebook fans, more engagement with your content, and more viral reach for your posts!
8. Use Your Blog – If you have a blog, you have a huge opportunity to increase visibility for your Facebook page simply by linking to relevant page updates within blog posts. Making a regular habit of quoting Facebook fans in your blog posts not only creates more awareness for your Facebook page, it also shows your blog readers how much you care about your supporters!
9. Use Events – If you’re like most nonprofits, events are central to how you do business. Use Facebook before, during and after each event to build your Facebook fan base, and increase attendance. Read this post if you want to learn more how that.
10. Use Webinars – If webinars are a central part of your communications plan, think about using your Facebook page as a post-webinar discussion board! This leverages the concentrated attention you have during your webinars to boost your Facebook Page fan base and reach. This approach is the core strategy for Charityhowto and Social Media Examiner.
11. Use Email Marketing – Most nonprofits have have an email list that’s about ten times as big as their Facebook Page fan base.
Amplify reach for your Page by linking to one of your top updates in the course of your normal e-mail communications. Because the content has already been vetted by your fans, your email subscribers will naturally like, comment on, and share it as well with their Facebook friends.
12. Use Pinterest – If you’re fan base is predominantly women, you need to be using Pinterest.
You can create more reach for your Facebook Page photos by reposting them on Pinterest and linking back to the page update. The reach report within Page Insights will show you how well this is working.
13. Tell Fans to Get Notifications – You already know that when Facebook users like your Page, they still might not get your updates in their newsfeed. One way to help them remedy this is to tell them how to get notifications like I did with this page update.
Free 30 minute webinar
If you want more ideas, check out the free 30-minute webinar on my Facebook Page.
You’re the expert
Now it’s your turn.
What’s an awesomely creative idea you’ve discovered to create more visibility for your Facebook page updates?