Even though we all know how important Facebook is to any social media marketing strategy, it can be hard sometimes not to throw up your hands and admit defeat upon hearing that organic reach is declining…again. If you haven’t already noticed it for yourself, perhaps you read about it on sites like Valleywag, which recently reported that a source implied marketers should be prepared see their organic page reach decrease to 1 or 2 percent in the coming months. In fact, Valleywag went so far as to say “companies on Facebook will have to pay or be pointless.” While the road to better reach will certainly become more difficult for marketers now, this last statement seems a bit hyperbolic.
We are very excited today to be bringing you some good news about your Facebook page’s potential for organic reach! Being the bearer of bad news is no fun – like when text only updates got the boot, or organic reach declined – so this is a welcome opportunity.
This week, Facebook announced a new capability that will allow brands to potentially show up in the News Feeds of users who do not follow them, provided they are talking about something or someone that user does follow. In the words of Product Manager Andrew Song;
Another day, another change to Facebook’s ranking algorithm. And this time, they’re coming after your status updates.
For a while now, things have been stable enough in the EdgeRank environment that marketers have been able to establish some general best practices when it comes to posting on Facebook pages. We had a pretty good idea of what got the best results, depending on which metric you were looking to affect (reach, virality, and engagement). As of last spring, it had become common knowledge that if you wanted to get broader reach for your update (have it seen by more users) the best thing to post was a text-only status update.
The ever-changing landscape that is the Facebook news feed seems to have shifted yet again, folks. And this time it’s going to affect your business page’s organic reach. Usually quick to deploy the ambiguity shield, Facebook is actually being pretty transparent about this change this time.
AdAge reports Facebook telling business users:
“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
There are lots and lots of articles to read out there about what to post on Facebook (trust me). And you could scour the internet and spend hours reading them all, or you could check out the great infographic below from MyCleverAgency.
One caveat: If you want to make sure that the image accompanying your post looks just the way you want it to in the newsfeed column, it should by sized to 403 x 403 pixels, according to our Social Media Manager, Irina.
The image above is a section of a larger infographic with advice for other social platforms as well. Click here to view the full version.
Here at Pagemodo, we spend a lot of time thinking about how we can help small businesses get more out of their social media marketing efforts. We try to stay on top of Facebook’s periodic changes to its EdgeRank algorithm and keep our users informed about what they should be posting.
In doing some research this week, I came across an interesting article from tech expert Shelly Palmer called Facebook Reach Data: Do The Numbers Lie? This caught my eye because our own social media maven, Irina, just returned from Social Media Marketing World with some news about changes in reach on Facebook (stay tuned for her event summary next week).
Every social media expert blogging today will tell you that in order the get the most out of a Facebook page, you have to post relavent, engaging content regularly for your followers. But what does that really mean?
We get a lots of questions from small business owners looking for more specific advice on what they should be posting and when, in order the get the most likes, comments, and shares. Below you’ll find advice based on the latest research on how to use content posting to drive engagement and get the most out of your social media marketing efforts.
Some exciting news is coming down the pipeline for the admins of small business Facebook pages – links are finally getting the attention they deserve! Well, sort of.
According to AllFacebook and other sources close to the social network, Facebook has been testing new link preview sizes that will take the preview for links you post from 95×95 pixels to 154×154 pixels. This is great news for marketers who like to share links with their followers, but find the way links are previewed to be pretty lackluster (so, everyone).
Actor and activist George Takei recently added another achievement to his list, topping Mashable’s list of the Top 10 Most Influential People of Facebook. As if three seasons on Star Trek and six subsequent movies were not enough!
In the announcement, Mashable proposes that anyone who has spent any time on Facebook has likely seen a share of one of Takei’s many “memetastic” posts. And considering his popularity (3.2 million likes as of this posting) and impressive engagement numbers, that’s probably not much of an exaggeration. As the graph below from Inside Facebook shows, Takei is one of only a handful of entities on Facebook that has more people talking about it than it has total likes. When this graph was created, Takei had 2.1 million likes, and 2.8 million people talking. Which, as writer Ryan Haight points out, means he had 135.7% community engagement.
Shortly after Facebook’s mid-September update to its EdgeRank algorithm, marketers began to notice a disturbing trend: their reach numbers seems to be taking a nosedive. Was it just them? Had they lost their touch? Nope, the same techniques that had yielded good reach numbers the previous week were suddenly showing lackluster analytics.
What experts quickly figured out was that the tweaks made to Facebook’s EdgeRank algorithm had caused the system to judge that fewer fans cared to see their posts than was previously thought. In response to an EdgeRank Checker blog post, a Facebook ad rep had the following explanation: