Facebook‘s news feed algorithm changes regularly, which means you need to adjust your tactics in order to optimise your news feed visibility.
The latest release aims to give users the perfect content experience – flagging up the type of quality content that their behaviour shows they like to see. You need to be strategic to stay ahead of the game.
1. Use the tools
You can immediately assess the reach of your business Facebook page by looking at the Insights report within Facebook itself. It will be influenced by content posts, reader actions (likes, shares, comments), organic reach – for example, by directing readers to your Facebook content via an email, or paid for reach via adverts. This should be your starting point and your baseline for results.
2. Devise a content strategy
Sporadic, tactical and random content will never generate maximum reach. Focus on quality, relevant and on-brand content that’s targeted towards your audience.
3. Decide on timing and frequency
As part of your content creation strategy, determine when you will post. Facebook tends to order news content by posting time, with the most recent at the top. Post during commuter and evening hours for the best results. Again, for specific audiences you can use the Insights tool to see when your fans are online. It’s also important to post daily – but don’t overdo it.
4. Let people post on your page
You can increase your viral reach by allowing users to mention your page or to add updates to it. That way, their friends will see this activity in their own news feed. Adjust your profanity settings to keep spam and bad language off there.
5. Use competitions
Caption competitions instantly add plenty of comments and viral reach! Have fun with some of your brand’s imagery and make it topical. Friday afternoons are a good time!
6. Remember to reply!
When you get comments, be sure to reply to them in order to build your community. Remember, this is the entire point of social media. Fans will receive updates when you comment on a thread, and will then have an incentive to go back to your page. This frequency of return visit will help to grow your community. Another good tip – when a Facebook users comments on one of your page updates, you can tag them in your reply.
Tag other complementary businesses or ‘friends’ of the brand, and they’ll generally reciprocate to do the same.
Remember that you don’t always need to create fresh content for Facebook. You can find out which content was the most successful previously and re-use it. To find this, use the Insights feature and select ‘Posts’ to view your published table. The engagement table allows sorting by engagement volume to find the best-performing content pieces. To repurpose it, you can click on share for a direct update on to your page, copy and paste the content into a new post, or adjust it and add as a new status update. Remember, make sure the content is sufficiently old that your fans won’t remember it and get turned off.
9. Use ads
To really get more reach, you’ll have to consider Facebook ads too. They are a key part of Facebook’s revenue stream, so they will invariably help reach for brands which pay for it. Promote only the best posts with the highest engagement.
10. Use guest posts
A blogging strategy is also valuable for your content marketing. Use Insights and go to Visits to find your external referrers. These will show you your best referring websites. Then, contact them and ask if you could write a blog post for them or take part in a joint marketing opportunity that might offer mutual benefits.
Try these 10 tips as your starting point, invest in your content, regular posting and quality engagement and you’ll see your visibility and community steadily begin to grow.