5 Tips To Increase Your Band's Reach On Facebook Despite Recent EdgeRank Changes

This blog post originally appeared on the music/technology blog Hypebot (@Hypebot) and is written by Hypebot Senior Contributor Clyde Smith (Twitter/App.net), who blogs about music crowdfunding at Crowdfunding For Musicians (@CrowdfundingM).

Once again, Facebook has changed the rules of the game, which is why #5 on this list is so important
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Recently posts on Facebook Pages have seen a marked reduction in reach with fewer people than ever viewing and interacting with Page content. Though it's tempting to consider throwing one's hands up and walking away from Facebook, its power as a tool for fan interaction is still too great to be discarded. In addition to increasing the appeal of one's content to entice fan interaction and the approval of Facebook's EdgeRank algorithm, there are a number of ways to respond.

Facebook Page admins are noticing a reduced reach this month due to EdgeRank adjustments that already deliver only a small percentage of posts to one's following. So what's to be done?

5 Tips to Increase Your Reach on Facebook

1) Improve Your EdgeRank

EdgeRank is a combination of factors that determine which of your posts get the most visibility in your fans' newsfeeds. Positive effects on EdgeRank occur when multimedia content is posted or when fans interact with your content. The key is creating engaging content that interests your fans.

For more on EdgeRank and how to improve the visibility of your content in newsfeeds:
2) Stop Using Third Party Tools

Though third party tools for scheduling posts and posting to social media accounts can make one's day go a lot easier, a variety of sources maintain that such tools negatively affect one's EdgeRank and Facebook reach. Most recently I encountered this mini-investigation of the effect of such tools on Facebook posts.

Depending on your schedule and your need to succeed on Facebook, this may be an area where you have to accept some trade-offs between short-term efficiency and long-term goals.

3) Get Your Likes Up

A smaller more engaged audience is preferable to a lot of superficial Page Likes but Likes do establish a fundamental connection in the world of Facebook. In addition, some Facebook features such as Promoted Posts require a minimum number of Likes before Page admins are given access.

One way to increase Page Likes is through Like-gating in which Likes are given in exchange for access to content such as a free download. A variety of companies offer solutions for Like-gating such as Dotted Music that recently released Music Fan Gate 2.0.

4) Buy Some Ads

Yes, I know. Buying ads to address reduced reach is capitulating to Facebook's attempt to make us buy ads by reducing our reach. That said, if you have something really special to promote and want to reach people on multiple channels, buying some ads can be a smart move.

Facebook has numerous ad options but typically speaking it's the newer options and those with an organic feel like Promoted Posts that will draw the best response and are often priced at an initial discount. Mobile ads are also currently performing well.

5) Keep Building Your Own Website & Email List

Facebook will continue to alter its world based on Facebook's needs. Always be building your own site and email list as core properties that you control and that allow you direct contact with your fans without an unhealthy dependence on third parties.

Posted by Dave Cool on 11/05/2012 | 5 comments

Comments

AC Media Services
Posted by AC Media Services on Nov 6 2012 5:50 AM
Good post Dave :) Thank you :)
HexFallen.com
Posted by HexFallen.com on Nov 6 2012 5:19 PM
Great Post Dave! Still if they where smart in my opinion. Here is a greater way across the board for all the social networks to apply... If your a artist/band with an official website (or even a business), then it should only be allowed for those, whom are serious (with an official website). To have and maintain a artist or such page via the various networks. This would weed out and seriously clean up the confusion, that gets in everyone's way! Especially, for those of us whom are serious... I understand it is a "Free Market" in the end. Yet! For most artist if they are serious they will find a way! The social networks need to clean themselves... they are saturated! I see the point of Edgemark, but it's not the solution for serious musicians or artists. Still... Maybe I'm old school in web thinking... The official website, should never be looked at as second rate! That in my opinion, needs to be the basis of your world everything else is a mirror! I see hundreds if not thousands of artist & bands running websites, but they put more emphasis on their social networks & feeds. Thus, leaving their website swimming in a pool of waiste... Of course, I never really thought this social networking thing was a good idea for regular people or business, it cause's uneccessary drama... Yet! It is needed! It sucks...
Gogo Simo
Posted by Gogo Simo on Apr 2 2013 8:21 PM
[quote="MurderMorgueRecords"]Great Post Dave! Still if they where smart in my opinion. Here is a greater way across the board for all the social networks to apply... If your a artist/band with an official website (or even a business), then it should only be allowed for those, whom are serious (with an official website). To have and maintain a artist or such page via the various networks. This would weed out and seriously clean up the confusion, that gets in everyone's way! Especially, for those of us whom are serious... I understand it is a "Free Market" in the end. Yet! For most artist if they are serious they will find a way! The social networks need to clean themselves... they are saturated! I see the point of Edgemark, but it's not the solution for serious musicians or artists. Still... Maybe I'm old school in web thinking... The official website, should never be looked at as second rate! That in my opinion, needs to be the basis of your world everything else is a mirror! I see hundreds if not thousands of artist & bands running websites, but they put more emphasis on their social networks & feeds. Thus, leaving their website swimming in a pool of waiste... Of course, I never really thought this social networking thing was a good idea for regular people or business, it cause's uneccessary drama... Yet! It is needed! It sucks... [/quote]
Gogo Simo
Posted by Gogo Simo on Apr 2 2013 8:30 PM
[quote="DaveCool"]This blog post originally appeared on the music/technology blog Hypebot (@Hypebot) and is written by Hypebot Senior Contributor Clyde Smith (Twitter/App.net), who blogs about music crowdfunding at Crowdfunding For Musicians (@CrowdfundingM). Once again, Facebook has changed the rules of the game, which is why #5 on this list is so important: Recently posts on Facebook Pages have seen a marked reduction in reach with fewer people than ever viewing and interacting with Page content. Though it's tempting to consider throwing one's hands up and walking away from Facebook, its power as a tool for fan interaction is still too great to be discarded. In addition to increasing the appeal of one's content to entice fan interaction and the approval of Facebook's EdgeRank algorithm, there are a number of ways to respond. Facebook Page admins are noticing a reduced reach this month due to EdgeRank adjustments that already deliver only a small percentage of posts to one's following. So what's to be done? 5 Tips to Increase Your Reach on Facebook 1) Improve Your EdgeRank EdgeRank is a combination of factors that determine which of your posts get the most visibility in your fans' newsfeeds. Positive effects on EdgeRank occur when multimedia content is posted or when fans interact with your content. The key is creating engaging content that interests your fans. For more on EdgeRank and how to improve the visibility of your content in newsfeeds: 10 Tips To Get Your Music News & Content Into Facebook's Top News Feed The Definitive Guide To Facebook For Musicians 2) Stop Using Third Party Tools Though third party tools for scheduling posts and posting to social media accounts can make one's day go a lot easier, a variety of sources maintain that such tools negatively affect one's EdgeRank and Facebook reach. Most recently I encountered this mini-investigation of the effect of such tools on Facebook posts. Depending on your schedule and your need to succeed on Facebook, this may be an area where you have to accept some trade-offs between short-term efficiency and long-term goals. 3) Get Your Likes Up A smaller more engaged audience is preferable to a lot of superficial Page Likes but Likes do establish a fundamental connection in the world of Facebook. In addition, some Facebook features such as Promoted Posts require a minimum number of Likes before Page admins are given access. One way to increase Page Likes is through Like-gating in which Likes are given in exchange for access to content such as a free download. A variety of companies offer solutions for Like-gating such as Dotted Music that recently released Music Fan Gate 2.0. 4) Buy Some Ads Yes, I know. Buying ads to address reduced reach is capitulating to Facebook's attempt to make us buy ads by reducing our reach. That said, if you have something really special to promote and want to reach people on multiple channels, buying some ads can be a smart move. Facebook has numerous ad options but typically speaking it's the newer options and those with an organic feel like Promoted Posts that will draw the best response and are often priced at an initial discount. Mobile ads are also currently performing well. 5) Keep Building Your Own Website & Email List Facebook will continue to alter its world based on Facebook's needs. Always be building your own site and email list as core properties that you control and that allow you direct contact with your fans without an unhealthy dependence on third parties. [/quote]
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