BUSINESS MATTERS B
rands saw massive success on the platform and were able to reach a large audience with ease, but that all changed a couple of years ago when Facebook changed its algorithms and business pages started seeing signifi cantly less reach.
The shift left business owners and marketers frustrated. What was once a very cost effective branding tool was quickly starting to look like a ‘pay-to- play’ platform. But do you need to pay to succeed?
Content is king, but engagement rules
The biggest factor that determines what shows up in a user’s Facebook News Feed is the engagement a post receives. Fan numbers are vanity. Engagement is where it’s at! A post that has a lot of comments,
shares and likes, signals to Facebook that users who have liked that page, would probably be interested in that content. This makes it all the more likely to show up in a fan’s News Feed. But it’s harder to get those likes, comments and shares when your posts aren’t being seen by a large portion of your audience. You need engagement to show up in your fans’ News Feed, but you need to show up in their News Feed to get the engagement. Catch 22!
Post at the right time (Hint: It’s Not When You Think) Organic reach may have been reduced, but it’s still available. One of the reasons Facebook changed the way content is displayed in News Feeds is due to the increased amount of content being published. As more brands and people started joining Facebook, the number of posts went up as well. That creates a lot of competition.
The trick for you is to fi nd out when engagement is highest and competition for News Feed places is lowest. Most people check their facebook during the day time; most engagement occurs in the evening.
Show them what they want to see, not what you think they want to see If you want to be successful in engaging with your customer-base, you need to share content they want to see. Businesses often assume just because they’re in a certain industry, all of the content has to be directly related to that fi eld. As an example, a sandwich shop might stick to posting content only about sandwiches, deals they’re having and company news. The problem is that most people don’t want to read about sandwiches every day, so they’re less likely to engage. To balance it out, broaden the type of content you share.
3 Luckily, there are still ways to
reach your audience and boost your Facebook engagement without paying. Here are 10 tactics to help you on your way.
1
It’s a good idea to schedule your Facebook posts ahead of time to be more effi cient. Try different times of the day to see what works best for your company.
2
History teaches us everything Check your past posts! See what worked best, what fl opped and what just about worked. After you’ve found out what works best, create more like it!
The trick for you is to
fi nd out when engagement is highest and competition for News Feed places is lowest. Most people check their facebook during the day time; most engagement occurs in the evening.
www.tandgmagazine.com June 2017 | Tackle & Guns | 55
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