First, lets make it clear that when you make a status update not all of your Fans are going to see that post, even with a Promoted Post, it’s just not going to happen. So once we come to terms with this we can start working on how to get the most impressions (number of unique Facebook users that see your posts) for the lowest cost. Getting the most impressions with normal, free status updates has to do with your Edgeranking. The Edgeranking is a complicated calculation performed automatically by Facebook to determine how many Fans will see your status updates. The higher the Edgeranking, the higher the number of impressions. Although the exact calculation is unknown we do know a few things. We know that the higher the number of interaction a page gets, the higher Edgerank that page will have. Therefore, in order to increase the number of impressions your status updates get you need to start focusing on increasing your engagement on your Fan Page. Here are three (3) tips to help you increase your interaction.
Number of Posts
The first step to increasing your impressions is by adjusting the number of Status Updates you are making on a daily basis. Depending on how many you are currently posting you may need to increase or decrease your Status Updates. Pages that have a low Edgerank or low engagement will get the best results by posting 1 post a day. Multiple posts on a page without any interaction will hurt your Edgerank and could even put up a red flag that your page is Spamming. Try posting your status updates at different times each day and share a wide range of content, including images, links and photos.
Quality of Content
Now that we have you posting with more strategy, lets talk about the quality of your content. Facebook is a social network, the key word being ‘social.’ It’s important that you are not creating a bulletin board of information but instead creating a community where people with a common interest or need are gathering. In this community you will get interaction in the form of Likes, Comments and Shares from the members/fans.
When you create your Status Update be sure that the post not only provides value but also encourages this interaction. Ask questions around the article you share, post funny photos that you can’t help but like, or post a quote that everyone will have to share. Whatever you do, don’t use your Fan Page as simply another form of advertising, create conversations around your products and services. As your engagement goes up so will your impressions and people will naturally start to trust you and your brand, then when you do post a sales post or information on products a higher number of eyes will see it and eyes that know and trust you will see it.
Share 3rd Party Status Updates
There is nothing worse than a page only talking about themselves. Be sure to find related Fan Pages and share their Status Updates when you see something that your community might get value out of. These pages do not have to be in the same area as you, this way you’re not helping build your competition’s brand awareness. Also share articles, images or posts regarding major news happening in your industry or community, these events will naturally grab attention from your Fans. By sharing 3rd party information that supports your message you are showing your Fans that there is additional information that backs up your story and that you’re not to afraid to allow others to have the spot light from time to time. Treat this community just like you would if you had a group of potential customers in the room wanting to learn more about you, your company, and the industry, you would use multiple resources and ask lots of questions.
The most important thing about increasing your Edgerank is increasing the number of interactions you get with your Fans. This could be done by lowering the number of posts, posting higher quality Status Updates or by sharing 3rd party posts.
When you’re on Facebook using a personal account, what types of posts do you find yourself more commonly engaging on? Tell us in the comments field below!
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