This is a guest post co-written by Jon Ostrow and Ariel Hyatt from Cyber Pr. Cyber Pr helps place musicians on blogs, podcasts and iRadio Stations and provide educational modules that coach musicians through how to improve their social media presence. You can follow them on Twitter here: @cyberpr
If you are anything like the majority of people, artists, authors, entrepreneurs and beyond who have built a Facebook fan page, then I’m sure you’ve noticed something…
Facebook makes it ALMOST impossible to make any sort of real growth happen.
A recent study reported by Mashable (from Napkin Labs), showed that on average only 6% of fans engage with a brand’s Facebook page:
On average, just 6% of fans engage with a brand’s Facebook Page via likes, comments, polls and other means, according to a study from Napkin Labs, a Facebook app developer that works with brands and agencies. Of those fans that did, the average engagement was the equivalent of less than one like over the course of the eight weeks the study was conducted.
There are several reasons for this. Most of these, truthfully, are human error which we will discuss below. But there is no doubt that Facebook is taking strides to make it more difficult for you to achieve growth & impressions on their platform.
The problem at hand is akin to a common proverb:
Teach a man to fish and he eats for a lifetime…
Except in Facebook’s case, it’s more like, once you teach the man to fish, you then put a thick layer of ice over the water, making it FAR more difficult.
So let’s dive into the issues at hand below:
You Don’t Pay. Period.
This is the proverbial ‘ice over the water’. No matter what you do to correct your own understanding of how Facebook works, and implement a more effective strategy, you WILL have to deal with the fact that Facebook uses an algorithm that works in the favor of advertisers. The money that advertisers spend on Facebook grants them first access through the ice to all of the fish in the sea.
A friend of Ariel’s, technologist Marcus Whitney explained the dilemma here beautifully in a recent panel they spoke on for AIMP at ASCAP in Nashville (reported by Music Row):
“Of FB’s $1.53 billion in revenue, 95% of what they earned was in advertising and 25% of that was from mobile ads. You used to be able to reach 100% of the people that liked your page on FB, but now you can at max reach 15% of them without paying.”
At the end of the day, Facebook is catering to their customers. Believe it or not, but Facebook’s customers are not you. They are advertisers. They are the people willing to spend money to be connected with others, and this algorithm was created to ensure that this happens.
Facebook has created an option for those of us who are NOT full-time advertisers, that for better or worse, gives the opportunity to ‘gain access to fish in the sea’ more quickly and effectively. This is the dreaded ‘promoted post’ function that Facebook introduced several months back.
By paying even as little as $15, you are FAR more likely to see true engagement happen on your posts, simply because Facebook is ALLOWING this to happen (because you’ve paid for it!).
As ridiculous as this seems, this option does present you with a good opportunity to jumpstart the engagement of a new page by promoting select posts that nurture strong engagement with your audience.
Ariel and I tested this over the Holiday season with one promoted post and here were our results:
With just $15 spent, we received 46 likes, 237 comments and most importantly (for the purpose of this ‘algorithm’ conversation), the number of people who SAW the post was 4,517…
A whopping 10 TIMES the number of our average post.
But even with this great response from the one promoted post, it would have meant nothing had we not been prepared to leverage the new engagement through a strong strategy.
This strategy is the piece that so many are missing. This is the human error mentioned above. Here are 5 things that, if you don’t do, you’ll never reach the level of success you hope to achieve through Facebook:
1. You Don’t Post Consistent, Compelling Content (CCC)
This means that your content is not only consistent in terms of the style and theme, but in terms of frequency as well. A well run Facebook fan page should have 1 post per day (2 if you are getting great engagement) and the content should be varied enough to keep it interesting but similar enough that it helps to develop your overall brand.
2. You Don’t Use Mixed Media
Facebook is not Twitter. Text isn’t the answer to success on Facebook. Facebook has acknowledged the fact that people are more likely to engage with photos, videos and links than they are simple, standard text updates.
Facebook gives these types of posts more weight in their algorithm.
3. Your Don’t Focus on Community
Facebook is a SOCIAL network. It is not a broadcast tool. If you spend your time on Facebook telling people about yourself over and over again like a broken records rather than asking, conversing and building real relationships, you’ll miss out on what Facebook actually has to offer. Find ways that your fans can not only interact with you, but can interact with each other, and you’ll really start to see some magic happen on your page as well.
4. You Don’t RE-Engage Your Community / AKA You Only Engage ONCE
It is one thing to ask questions to your fans on Facebook, or to share compelling content that warrants comments, questions, etc. – but it is entirely different for you to RE-engage your community by responding to each comment and question. It is this re-engagement of your community that will keep them coming back, helping them to build stronger loyalty to your brand. Oh… and all of this will help you to rank higher in the algorithm.
It is a snowball effect, the better you perform, the more weight your posts will hold in FB’s algorithm, and the more people will see your posts and engage with them…
5. You Don’t Pay Attention to Analytics
It is shocking how many people ignore the fact that Facebook actually GIVES you detailed analytics on your fan page. They do this for a reason! (See: the snowball effect above in #4).
Facebook’s ‘Insights’ give you a detailed look at who your fan base is, where they live, and most importantly, what content they are most willing to engage with. Your content strategy never needs to be a static thing – it should be fluid! It should shape-shift as you find out more about who your fans are and what their needs are. Using Facebook Insights is critical to a strong Facebook fan page that holds well in Facebook’s algorithm.
Of course, using Facebook Insights are only helpful if you know what the average metrics on Facebook are, so that you can compare your efforts to the standard.
First off, you have to understand the average number of fans on a Facebook page… this will help you establish a realistic goal to work for:
Secondly, once you have a realistic fan growth goal, you need to understand what the realistic amount of engagement of your total fan base actually is! Believe it or not, the average engagement rate of a fan page (Engagement Rate = ‘People Talking About This Page’ / Total Number of Likes) is between .5% and .99%. A GOOD engagement rate is anything over 1%.
What HAVE You Done in Order to Best the ‘Facebook Algorithm’ and Garner Stronger Results?
We’d love to hear about your own experiences overcoming Facebook’s challenges! Leave us your feedback in the comments below.
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