Writing by Brick Marketing in Social Media
Facebook is a crowded space. It has more than 800 million users and each of those users has many people, businesses, and brands that they follow. It’s not uncommon for a Facebook user to have more than 500 connections. For that user, the News Feed would be clogged with updates if Facebook didn’t intervene. Facebook personalizes the experience for each user based on its EdgeRank algorithm. Facebook assigns a value to each post based on affinity (relationship between the friend or page that posted), weight (type of post and engagement), and time (how long ago it was created). If your business page has a low EdgeRank score, your posts may not be appearing in the News Feeds of all of your followers. Obviously, this is a problem. If followers aren’t seeing your posts, what’s the point of creating them? Here are a few tips to improve your EdgeRank and get your posts back into the majority of News Feeds:
Facebook tends to favor rich media content and it typically encourages more engagement since it stands out in the News Feed. If you don’t have any photos or videos to share, add these items to your content marketing strategy. Take photos at industry events and create a video demonstration of your product.
If you are always pushing promotions or linking back to your website people won’t engage with the post. In order to get comments, Likes, and Shares (which will improve your EdgeRank) you need to post content that will get noticed. Show some brand personality and initiate a conversation with followers. Ask questions that promote discussion, encourage feedback, and hold contests if it makes sense for your brand to do so. It’s important to establish a sense of community in order for followers to actually care about what you are saying in social media.
It’s important to post at least once a day. Spend some time analyzing your audience and test different times of the day to post in order to figure out what works best. If you go too long without posting you run the risk of being forgotten. However, you don’t want to go overboard either and turn off your followers. It’s all about balance.