More and more I’m getting asked this question: Are people seeing what I post on my Facebook Page? It’s a tricky question. Because Facebook doesn’t just automatically put everything you post into the default Facebook News Feed.
According to Jeff Widman of BrandGlue.com, 88% of Facebook users never return to a fan page once they’ve clicked the Like button. Instead, they interact exclusively with the Pages they see in the News Feed. So if your updates are not showing up in the News Feed, you’re wasting a lot of time and effort. So what can you do to make sure your posts appear?
First, it’s important to understand a few things.
- The default view for Facebook users is “Top News.” Facebook uses a complicated algorithm (called EdgeRank) to decide which posts it thinks are most interesting to each user, and only posts those on a Facebook user’s Facebook home page. The algorithm takes into account how many people have commented on a particular post, how often you and the user have communicated with each other, how often your Page engages with its users, the type of post (videos and photos fare better than other types of posts), and how recent the post is. I recently read something that said that Facebook says that 95% of Facebook users ONLY view Top News. That means your posts have to engage people if they’re to be seen.
- Users also have a say in what appears in their News Feed. By default, they are shown posts from “Friends and Pages you interact with most.” However, they can change this to “All your friends and pages.” The problem is, they may not know this.
The unfortunate result is that people may Like your Page and then never see an update.
However there ARE things that you can do to improve your Page visibility. These include:
- Make sure your friends know how to switch to “All your friends and pages” view, as well as “Most Recent” (which shows all posts.) Do the occasional PSA-type post reminding them how to do this.
- Engage with the comments of your Fans. When people interact with your Page, make a point of commenting, liking, and otherwise engaging. Facebook gives you a higher EdgeRank score when you engage more. If you take a look at my Facebook Page (which I hope you’ll “Like” if you haven’t yet) you’ll see that I spend time daily interacting, answering questions, and sharing resources. I also let people know through my Profile that they can ask questions on my Page, and get answers. In fact, I’ve made it my policy that the ONLY place I answer individual direct seller questions is my Page. First, it makes those answers accessible to everyone in a public place. But it also helps to increase the EdgeRank of my Page, which means that more people can see it, and benefit from those answers.
- Promote your Page outside of Facebook. If you only rely on people seeing your Page within Facebook, you may be disappointed. It’s important to also promote the Page outside Facebook, if you’re looking for more engagement. If you have a self-hosted blog, you can add a Facebook Like box that links to your Page. (Get it from Edit Page/Marketing on your Facebook Page.) You should also have your Page on your business cards and catalog labels, your email signature, and anywhere else you promote your business. Invite people at every sales event to join you on your Page. They can do it right from their mobile phones if their mobile number is linked to their Facebook account! All they need to do is send a text message to 32665 with the words “like yourusername” (without the quotes…and replacing yourusername with the name of your page URL). You can even provide a small incentive for people to do that, like a decorating or makeup guide they can download once they Like your Page.
- Post the most heavily ranked content. From the research I’ve done, it looks as though Facebook weights content most heavily in this order:
- Photos (Get your fans to tag themselves in your photos if you do events, for more visibility)
- Shares (Sharing other people’s content from within Facebook helps you rank higher)
- Links to content outside of Facebook
- Status updates (yes, status updates are 5th in the list!)
- But remember you still need to engage people. Yes, you’re trying to get the algorithm to display your content. But at the same time, the content has to be relevant to the audience you’re trying to reach. I’ll admit to you that I rarely post video. I have little patience with it myself. Yet my page gets a lot of action through status updates. I ask questions, share resources, and answer the questions of my community. As a result, people share my Page with each other, and Tag it in status updates, which helps to improve my Page’s visibility. Read more about writing engaging status page updates in this post.
So yes, there’s some work you’ll have to do to get Facebook to display your Page in the News Feed. But by staying consistently relevant and valuable to your community, you’ll continue to build a place online that can lead to new sales and recruits for your business.
And if you’re feeling overwhelmed, start small. Begin by sharing videos and photos from your company, always commenting back when someone posts on your Page, and sharing links to valuable articles that your community will appreciate. Step by step, you’ll build an engaging presence for your business.
So what are your thoughts about this? How are you building an engaging presence on Facebook? Do you have tips to add? Frustrations? Ideas? Would love to read your thoughts in the comments.