Let’s face it, everyone likes to be popular. But if the number of likes and fans on your facebook page is your core metric of your facebook marketing, it’s time to rethink your strategy.
Don’t get me wrong – having a reasonable number of fans on your page is important in getting your message seen and building a community is important particularly when you are starting out or late to the game. The facebook edgerank algorithm means that only a proportion of your posts will be seen by the fans on your page so if there’s only 1,000 fans of your page and 85% of people are not seeing the content on your wall, then there’s lots of effort for little returns.
Like anything it’s quality over quantity that really matters. You’re better to have a smaller number of fans that you are engaging with than a big audience that is disengaged and not interacting. Think about ways that you can engage visitors to your cellar door or restaurant with your facebook page and ensure that you have the proper facebook integration on your website to encourage those who really want to follow your content can do so easily.
Before you post content, think about whether it really adds value to your brand messages or that you’re just doing it because you’re playing the edgerank game and doing it to be popular? Sure a cute photo or funny meme might get a laugh, but if it’s not aligned with your brand it’s doing more harm than good!
True results in your facebook strategy are driven by offering value to your community – thinking through your target customer and delivering content that is relevant in their eyes. It’s not just about talking about your own products, it’s about being able to educate, inform, entertain or give your fans on the page information that they find of value.
Spend the time to analyse what people like about your content, how they have interacted and what they have responded best and let that drive your page activity. If you’ve not yet discovered the facebook insights, it’s a free tool on your page that can give you invaluable information.
Simply look at the top of your administrator panel and you’ll see the insights graph and you’ll then be able to click and explore how many people interacted with your post, what the reach was as well as what negative feedback you might have had.
It’s worth taking the time to think through your plan and question what you want to get out of your facebook strategy, as the number of likes on the page is just one metric and there’s much richer analytics to consider in analysing your return on time invested.
Do you find it challenging to find the time to post on your brand facebook page? It’s even more of a task when you are travelling or heading on vacation.
If you are responsible for posting content to your Facebook fan page, this may be the most useful facebook tool you’ll ever discover... the ability to preschedule your posts. This is a feature that is incredibly useful as it allows you to think about the content that you are posting to make sure there’s a diverse range of types of posts, as well as making sure that you can still have content posted if you are away from the office.
You can schedule posts up to 6 months in advance in 15-minute intervals. This means you can actually sit down and plan the content for the week/ month, work out the most optimal time for the content to be shared and upload it in one sitting to be displayed at an appropriate time. Remember that many of your customers won’t be on facebook from 9-5pm so this feature will allow you to have the greatest opportunity of your content being seen at a time that your customers are online.
HOW DO YOU SCHEDULE POSTS FOR A FUTURE DATE?
In the status bar of your facebook post you’ll notice a small clock feature below the post.
Simply click on this clock and fill in the year, date and time that you want the post to appear and hit “schedule”
You’ll receive notification that the post will appear at a certain date and then the content will also appear on your activity log on the page so you can see what other content has been posted.
To view your activity log you need to be an administrator of the page, then go to the Edit Page section at the top of the page and click on “Use activity log”
You’ll then see the stream of posts that have been posted for a future date and time. If you need to edit these posts, simply go into the activity log and click on the button on the right hand part of the post and you can change the date/ time that this post will now appear, delete it or post it immediately.
Hope that this helps information helps you manage your content and your community more effectively.
I spend a lot of time on facebook and some posts can be annoying and irrelevant! There may not be a dislike button, but there are ways for your fans to tell you that they don’t like your content and this feedback can impact on your future page performance.
You may not have even have noticed it, but at the top right hand side of a post on the facebook news stream there’s a small button that a user can click to “hide” or “report story or spam”.
If a user clicks this button, then it’s considered by facebook as negative feedback, which makes the post less likely to show up in others news feeds as well as making it less likely for future posts to reach that user. Once you signal you dislike the post you can also opt to hide all stories from that page on your page, or even unlike the page altogether (probably the worst kind of feedback) as seen below.
Social Fresh reported the breakdown of negative feedback actions and how often Facebook users take each action as follows:
According to Edgerank Checker – the typical facebook post receives 0.03% negative feedback with the highest feedback coming from travel and leisure, food and beverage and health and medical industries.
It’s important to recognize that not everyone will like the content you produce, and it’s often the posts that have the higher engagement that will also have the highest negative feedback. The amount of negative feedback that you receive depends on a number of factors – audience size, industry type, whether you’re running a promotion or not, and frequency of your posts just to name a few.
The increased uses of memes (you know those cartoons that are regularly appearing in your news feed) are certainly driving up the negative feedback in many pages so if you are using these sorts of images, worth checking how your fans are impacted.
So how do you monitor negative feedback?
Keeping an eye on the negative feedback for your page is important as impacts the edgerank of your page and the ability for your content to be shown on the news stream of your fans. Yet for many page administrators, they don’t even realize that this is a key metric to measure and it’s more difficult to find to report on.
To view how much negative feedback you are receiving on your page you need to be a page administrator. Once you’ve clicked on the insights panel on the top of the admin section you need to have a look at the Insights home page and scroll down the page to the Page posts area that list your posts.
On the 4th column of the table you’ll see a field called engaged users and you can click on each of the posts to see how many people have engaged as well as seeing what negative actions have resulted.
If you click on each of the posts you’ll be able to see how many people gave the post negative feedback as below.
You can also download your analytics into excel and see daily post feedback and track this on a daily basis.
This sort of analytics does not track sentiment but is a good guide to see what sort of posts are preferred by the fans on your page. Often when you see posts that are not relevant many ignore them, so if people take the time to hide and give you the feedback, you need to take note and learn from it.
How can you avoid negative feedback?
Some negative feedback is unavoidable but can be minimized.
Have you just discovered what Facebook Edgerank is all about but not sure what the implications are? Here are 8 simple tips to help increase your engagement on your facebook page and have your content seen by a larger group of people:
A word on the paid promoted posts….
There’s been lots of controversy over the fact that you can also pay to promote your posts on the page by paid facebook advertising. Yes this is frustrating, but remember advertising on facebook is how they make money! On occasion this can work and be effective, but use it as part of your overall content plan and not too often as some of this advertising can generate negative feedback for your page if the content is not relevant.
I’ve also found that I get greater interaction posting directly onto facebook rather than using third party automated apps like Hootsuite. It’s not confirmed that these third party apps are blocked or penalized by facebook in the edgerank scores (it’s often quoted as the case), but personally I’ve found better rates by posting directly.
Promotions on facebook are a great way of building engagement with fans and growing the number of people in your community. However, for many page administrators it’s also a source of confusion. Many of the competitions and giveaways being run contravene the facebook promotional guidelines, and by breaking them, you’re running the risk that your promotion or even your page can be shut down.
Whilst it’s tempting to test the boundaries, I believe that the risks are not worth the consequences and there are some simple steps you can take to make sure you comply. Take the time to think through the promotion, make it more than just a post for a day and integrate it into your marketing strategy to achieve the best results.
The full link to the facebook guidelines gives you the rundown and you should revisit it often as facebook is known to change the rules.
I’ll attempt to give you the core things to think about when running a competition below:
1) What’s considered a promotion?
If you’re going to pick a winner – then it’s considered a promotion. This means any contest, competition or sweepstakes offer
2) Where can you run your promotion?
The guidelines state that competitions must be administered within apps on facebook.com either on a canvas page or on a custom tab. This means you can POST about the promotion on the wall, but the competition must be hosted on a separate tab. You cannot run a give away by hosting on the wall and conditioning people to like or share a post to WIN.
3) What about using facebook functionality to enter?
You must not use a “like” to enter as a voting mechanism for the promotion. Some app’s on the pages can “like gate” the competition so that you need to be a fan of the page to enter (a good way of still building a community), but this is not about liking a post to be eligible to win.
4) What does facebook require you to do before running the competition?
Facebook requires each entrant to release it from obligations and for the organization conducting the promotion to state that the promotion is not in any way sponsored, endorsed or administered by the social network. They must appear on the canvas pages or page tabs.
Facebook wants to reduce its liability and make sure it’s in no way connected with the promotion.
5) How can I select a winner?
You can’t randomly select a fan and award them a prize. As the guidelines note “the act of liking a page or checking into a place cannot automatically register or enter a promotion participant.”
You’ll need to specify how you’ll choose a winner in the terms and conditions of the promotion (that’s right you will need to write some terms and conditions so that people know what the rules are).
When a winner is selected, you must notify them via email, postal address, mobile number etc rather than just positing the winner’s details on the wall.
6) What are some apps I can use to run promotions on my page within the guidelines?
New apps are being built all the time to help companies run promotions on facebook. Many developers will also build custom pages that you can host on too. Think about what your competition is designed for and then take a look at some of the apps to work out which one best meets your objectives. Some of the apps you may want to consider are:
What else do I need to know:
Whilst there are guidelines for facebook, there’s also an obligation in many cases in Australia to obtain a permit to conduct the competition. Rules vary depending on the state that it’s being held in and the value of the prize, but you should contact your local office (NSW and ACT do require permits in many cases). Don’t forget if it’s a national promotion, you’ll need permits in each state.