We have all heard your horror story about how awful Facebook was to included photos of your deceased loved one, your hated ex spouse and that rear end collision that totaled your new BMW.
While it’s true that Facebook’s “Year-in Review” algorithm for choosing the images wasn’t very sensitive, the only thing that Facebook did wrong was assume that you, the Facebook user, would be smart enough to know how to edit out the bad memories and replace them good ones.
Yes, Facebook should have known that this could happen and put the proper checkpoints in place to see that it didn’t. But shouldn’t you bare some of the responsibility?
For one, you didn’t have to post your “Year-in Review”. You could have deleted it after the preview. Or maybe you shouldn’t have been in such a hurry to be the first of your friends to post and instead, taken a moment to discovered how to edit your “Year-in Review” with just a few clicks.
You wouldn’t have 140 of your friends over and pull out an unedited photo album from last year, would you? So why would you on Facebook?
What do you think? Is my head in the sand? Is Facebook is totally responsible? Or should you, the Facebook user, bare some of the responsibility?
Your Promotional Post Will No Longer Be Seen. (Unless you make these changes.)
So by now you have most likely heard the news. Facebook is reducing highly promotional brand page posts. It’s the end of the world for marketers that use Facebook Pages.
Yes it is true that beginning January 2015, Facebook will reduce (some say eliminate), the content Fans see on Pages they like that is too “promotional” in nature.
So what does that mean for marketers?
If your posts solely push people to buy a product or install an app; enter promotions and sweepstakes with no real context or reuse the exact same content from ads, chances are your fans will be seeing fewer and fewer of your posts.
Pages that post strictly promotional content should expect their organic distribution to fall significantly over time.
So what can you do to ensure that your promotional posts are seen? It’s easy. Increase positive engagement and reduce or eliminate negative engagement (like the number of fans that hide posts or unlike your page).
Increase the relevance and quality of the overall stories. Without losing sight of the fact that most Facebook Page fans are looking for promotional offers, deliver your
promotional message in a way that keeps them loyal beyond your latest offer.
Use free tools like Facebook Offers.
Lastly, you can reach fans at a fraction of the cost of traditional advertising by using Promoted Posts or Facebook Ads to drive sales. Lift in-store sales by using Facebook digital advertising and use Custom Audiences and Boosted Posts to gain new customers and obtain high quality leads.
Finally, increase buyer conversion by delivering meaningful content and drive quality traffic to your website.
In November nearly a billion people visited Facebook Pages. They offer a free, easy-to-maintain online presence for people to discover and learn about a business. They contain complete information about a business and offer tools to create videos, photos and events that bring a business’ story to life.
Facebook Pages still matter — a lot.
While Pages that post a lot of the content mentioned above will see a significant decrease in distribution, Pages that offer informative, helpful content will not be impacted at all.
Facebook Business Page Suggests.
Do this: The algorithm loves …
Posts with lots of comments.
Posts with lots of likes.
Post types that users seem to prefer more than others (e.g., photo,
video, or status update.)
Posts that reference a trending topic.
Posts that receive a high volume of likes, comments, or shares in a short time.
Videos uploaded to Facebook that receive a large number of views or
extended viewing duration.
Posts that tag other pages within the text.
Posts that are liked or commented on by one’s friends.
Posts from pages that one interacts with often.
Post types that one interacts with often.
Posts from pages with complete profile information.
Posts from pages where the fan base overlaps with the fan base of
other known high-quality pages.
Images and videos that have not previously appeared in the Open Graph.
Links that have not been posted before.
Don’t do this: The algorithm is not too keen on …
Frequently circulated content and repeated posts.
Posts that include spammy links.
Text-only status updates from pages.
Posts that are frequently hidden or reported (a sign of low quality.)
Posts that contain the words “like, comment, or share.”
Posts with unusual engagement patterns (a like-baiting signal.)
Posts that receive negative feedback categorizes as “meme content.”
Posts that are classified as memes by Facebook’s visual analysis of
overlaid text on image.
Passive fans of a particular Facebook page may see that page’s posts
bundled together in the News Feed, forcing the user to click a link to see more from the page.
Overly promotional content from pages—pushing people to buy an app or
service, pushing people to enter a contest or sweepstakes, posts that
reuse the same text from ads.
Finding the right Fan base can be tricky. You have to go out and find your audience. People who are interested enough in your content to “Like” your page so that they will receive your updates in their news feed.
There are many ways to build your Fan base, all of which should be based on your brand’s social strategy. Here are a few suggestions that are almost always appropriate. Keep in mind– It’s not the size of your Fan base that counts. It’s the quality of the Fan that makes the difference.
Your website or blog
This one is a no-brainer. Use the “Like Box” widget provided by Facebook to get more fans.
I’m not talking about placing your Facebook icon up in the corner of your website or blog. I am talking about putting your invitation to join your Facebook page in a predominant place and making it BIG.
Your email list
Send out an eBlast. Your contact list is full of people that already know about you and your brand and would be interested in your content.
Your other social profiles
Utilize your other social profiles such as Twitter, LinkedIn, YouTube.
Other brand pages
Find and Like other Facebook brand pages that share a common audience. Then start to Like, Comment and Share content that is RELATIVE.
Facebook Promoted Post or Sponsored Stories
Using Promoted Post or Sponsored Stories is one of the best ways to find your audience. If done properly this can be accomplished on a very small budget.
Use content that is SO good that others will Share it.
Invite your facebook friends
From your Facebook profile, invite your friends to Like your Brand Page. Only invite friends that are interested in your brand and will engage with your page. Don’t build a Fan base that is not interested in your product or service.
Invite non-fans that “Liked” a post.
Most people don’t know that you can invite people who “Liked” a post on your brand page to “Like” your page. All that you have to do is click on the list of people that have “LIKED” a post on your page. From the list that pops up, you can see and invite those that are not already Fans.
Once you have built the right audience make sure that your content engages them. If you don’t, your page will see a decrease in organic reach– meaning that fewer and fewer people will see your content.
And remember, it’s not the size of your Fan base, but the quality that makes the difference.
How about you? How do you go about building a quality Fan base? Please share your thoughts in the comment section.