Looking to improve Facebook engagement? Facebook recently made some changes (yet again) to their algorithm, or the script that determines what posts show up in your news feed. This time it will affect third party apps that automatically post to Facebook. For example, if you use an app such as Goodreads, and you mark a book as read, the third party app may automatically post to Facebook, but this kind of post will now not have as high a ranking as other content. This is Facebook’s way of pushing users to create more active posts (posting directly on the site as part of conversations or sharing important life milestones), rather than passive posts that you probably forgot were being sent to the site (through automatic services like the Goodreads example above). What does this mean for a brand? Honestly, it doesn’t mean too much. Not many brands auto-post from an outside app, but it’s good to know. If you use Hootsuite to schedule your posts, no need to worry as these posts will not be deemed less relevant.
However, with these tweaks to the way Facebook ranks the importance and relevance of content, reach (or how often your posts are shown to Facebook users) may suffer. It’s crucial to stay on top of how Facebook rates content and create posts accordingly.
Here are some simple habits to get into so that Facebook will rate your content as being more relevant and meaningful so that it shown more often to Facebook users:
1. Read your stats. Facebook Insights give you everything you need to see what posts do well, and more importantly, which ones do not. Take a little time and read how posts are doing and what the percentage of engagement is.
2. Focus on timing. Think about when your audience is likely using Facebook – you can also find this info via Insights. It is a great way to gauge when to post your content so the most followers will see it. This is a little bit different for each brand, and while it may seem counter-intuitive, you might do better to post at “off peak” times when there is less content being published to compete with your posts. Check reporting to see what times are working best for you.
3. Encourage engagement. Find interesting content and ask for feedback. Ask what people think about an article, or crowd source for opinions. Have fun with it, everyone has an opinion and wants to be heard.
4. Be personal. Be authentic to make a strong impact, the reason you believe in a brand is because you have a personal connection, so share that connection and your passion for your products or services.
5. Always respond. If someone leaves a comment or asks a question, answer. Always. If you don’t know the answer, tell them you will find out, then follow through. You can have the greatest brand and content in the world, but if you ignore your followers, they won’t come back.
6. Get aggressive. Ok, maybe you shouldn’t get in the habit of being aggressive 🙂 But a quick sidenote: You can always investigate Facebook ads to ensure more eyeballs see your posts. You can efficiently target your audience for as little as $10/day. This is by design, Facebook wants brands to pay for readers, investing a little money in promoting strong content can be key in developing a loyal following.
Get into these habits and ensure that your important message is received! Need help or have questions? Email me anytime, I love to help – Jennifer@redballooninc.com, or check out red balloon social media services here 🙂