Tag Archives: Facebook Business Pages

Did Facebook’s change in EdgeRank really affect Reach?

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I’ve read many articles in the last month from trusted resources in Social Media marketing that suggest Organic Reach has declined. Some argue that only a small sample of Facebook Business Pages were looked at, and so a correct analysis cannot be proven. Well, I suggest looking at your own data and seeing for yourself. Numbers do not lie my friends.

Since Facebook made their changes to EdgeRank on September 20th, I compared data from August 1st – August 31st vs. October 1st – October 31st. I took the average of the posts for those months using data I directly exported from Facebook. This is the data I compared for those dates:

In summary: it does not appear that EdgeRank has had a significant impact to our Facebook Business Page, or that Reach has decreased. The biggest change in the data above is Total Impressions, I would like to attribute this to EdgeRank but I also need to factor in my 35% decrease in ad spend for the month of October.

However, my eyes do not lie, and I do know that I have seen less likes and comments per post since September 20th. As of today I can not prove that reach has declined, but tomorrow may be another story.

If you would like to learn more about Facebook’s EdgeRank changes I’ve posted links to many helpful articles below. What do your numbers tell you?

 

EdgeRank Checker:
→The only new revelation is the increase in the weight of Negative Feedback.

Techcrunch:
→So to determine if any given Page post shows up in the news feed, Facebook looks at four main factors.

SocialMedia Today:
→In plain English, basically if a post has lots likes and comments it will be shown more than posts that don’t have lots of likes and comments.

How to beat Facebook’s EdgeRank

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Over the past few weeks, I’ve heard increased rumblings around Facebook’s new EdgeRank algorithm. Yes, I can thank Mark Cuban for raising the awareness, but I was first alerted to it two weeks ago when visiting a client. From August to October (Edgerank changes took place in September), their data looks like the following:

 

Guess who pays $0 in Facebook Ads? It shouldn’t matter, since users “like” the page to get updates and share content, right?

Well, let’s review some facts:

• Your post on Facebook WILL NOT reach all of your fans
• Facebook believes their algorithm (called EdgeRank) will do a better job of providing content that each user wants, rather than allowing each user to opt in themselves (liking a page is fairly irrelevant)
• The only way to get your posts to persist is to pay (remember, their ticker symbol is FB)

I could go on about the “user experience”, but my last name isn’t Zuckerberg, so it makes no difference. But don’t worry Barracuda Networks and Newcastle, I still love seeing the same stale posts that you promote (and I still don’t like your page).

So What’s The Solution? This chart below shows that “smaller pages” actually reach a higher percentage of their fans.


So how do you get “smaller pages”? Start by defining what segments of your business make sense for having their own pages. Do you have multiple brands? What about multiple storefronts? Creating and managing a Facebook Page for each location or brand makes your content more relevant to that audience. More relevance leads to more engagement, which means users will see more posts from your company according to the new manner in which EdgeRank operates.

How are you currently beating Facebook’s new EdgeRank?

 

3 Steps to Increase Engagement on Facebook

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Facebook Fan Page + Facebook Post + Facebook Ad

This week’s International Franchise Association Annual Convention included several opportunities to learn about localizing social marketing from new IFA member Facebook and its representative Brian Wheelis, Manager of Agency Management Operations.

Brian shared valuable data including new research on where consumers are spending their time on Facebook. The good news is that they are spending more and more time on Facebook. The bad news is that they may not be spending their time on Facebook with your brand. We can fix that in 3 easy steps…

1. Create Engaging Content on Your Fan Page

Many brands’ Fan Pages consist of a slick picture and a blatant advertisement. Why would anyone return to this page after his or her first visit? Very few brands will garner millions of fans due only to loyalty and without having anything interesting on their page. These include Apple, Starbucks, and … I think that’s all.

Your page must include something of value to a consumer: coupons, freebies, rewards, virtual gifts, or downloadable digital content.

Value can also be in the form of assets or tools like informational (or fun!) videos, financial calculators, “ask an expert” type features, polls, quizzes, contests, and games. Remember, it must be valuable for the consumer and potential customer, not just for your brand.

All of the above must be refreshed frequently with new reasons for the consumer to come back. Each time something new is created on your page, you must do step 2: create a post.

2. Publish a Post About Your Page’s Content

You can build the most engaging, fun, or valuable Fan Page on Facebook, but if no one knows about it, they won’t come. Facebook currently has over 800 Million users, but I’m guessing most of them are not looking at your Fan Page right now! Well-executed posts will drive some of them there.

Users spend 27% of their time on Facebook looking at their News Feed. And, with the proliferation of smart phones, most mobile users are looking at the News Feed exclusively. So on a regular basis, post a status update inviting everyone to come play your game, take your quiz, or get the new coupon. This is the quickest, easiest thing to do in all of social media! Write a little text, add a link to the tab on your Fan Page where the feature lives, and submit.

Your update will be seen by your fans on their News Feed and Ticker. Next, we move beyond your fans with step 3: create an ad.

3. Create a Facebook Sponsored Story About With The Post

The Facebook Ad, or more specifically, the Sponsored Story, is the spark that will ignite the inferno on your page.  Facebook’s Brian Wheelis says that these ads will be seen by 3 to 5 times more Facebook users than the post alone.

Why? Facebook Sponsored Stories appear not only to your fans, but also to their friends.

That’s the key! Too many brands focus only on the number of fans they have accumulated. That number is important, but the goldmine is in those Fans’ Friends.

Our team has recently launched Engage121 Version 2.1, which now includes the ability to instantly create a Facebook Ad out of your status update. More importantly, you can also instantly create multiple localized ads for each of your franchisees’ or outlets’ local pages.

A marketing misstep is spending too many resources on converting customers to fans. If that sounds backwards, it’s because it is! Yet we see it everyday: print displays or customer service messages asking current customers to become a Fan. I supposed that has had value, as you do want your customers to be a part of the community. But don’t stop there; the people seeing those “please Like us” messages are already in your store, visiting your website, or receiving your invoice! Don’t market Social Media to them; market your business to new people using Social Media. Using the above 3 steps will refocus your attention to converting Fans (and their Friends!) to customers!

Fan Pages:   Seen by your Fans
Posts:   Seen by your Fans in their newsfeed
Sponsored Stories:   Seen by your Fans and their Friends

 

Jack Monson, Vice President at Engage121