When analyzing and judging your Facebook plan and its success (and I’m presuming you do … right?), do you take into account that only about 17 percent (source) of your business’ Facebook fans see your posts?
Some studies suggest the percentage might be as low as 3 percent. That means that even if you are doing well growing your fan base, the actual number of people seeing your posts is probably much lower than you think.
If your posts aren’t seen, your success will suffer.
Take a look at your Facebook Page.
Do you see a long list of posts with only a few comments, likes, or shares? That’s a problem because it informs Facebook that your fans lack interest, and generally have a weak relationship with your page.
Facebook has an algorithm known as EdgeRank, which decides if a post should go into your fans’ newsfeeds. If EdgeRank decides that your post doesn’t cut the mustard, it won’t show up.
The way to get more of your posts seen by your page’s fans is to make sure that Facebook can tell that their relationship to you is strong enough to warrant putting it in their newsfeed.
There are strategies that tell Facebook that the relationships they have with their fans are strong. One is to post the kind of content that more people chose to comment on, share, and like.
What to post? Photos, especially images of people your fans know.
Did you recently host an event or have a sale that someone took pictures of?
Hopefully you took lots of photos of your customers. Post those images, making sure you tag each person in each photo. Yes, this requires you to be a Facebook friend of the people you tag, which means they have confirmed a friend request from you, or you have confirmed one from them.
Another quick and easy social media plan is to visit your friends’ pages, as your page, and connect with them.
Look for posts on your friends’ pages that are generating interest, then contribute to the conversation.
All the commenters are then exposed to your page and have the opportunity to become fans.
This kind of proactive engagement is a great way to introduce your fan page to a wider audience.
Especially look for pages with high fan counts and heavy activity.
If you want to figure out your Facebook page’s engagement percentage do this:
As an administrator of your page, click on the Insights link. Scroll down until you can see the chart with your latest posts.
Add up the “Reach” of the 10 latest posts. Divide by 10 to get the average. Divide that average by your total number of fans. That will give you your actual reach percentage.
What is your business’ engagement percentage? How does that fit in with your social media strategy? What social media tips do you have for other businesses? What has worked for you?