Facebook is seen by many as the ultimate social media marketing platform to engage with your customers and prospects.
Nearly 1 billion potential customers are using it, so why participate on any other social network? It seems that marketing with Facebook will provide you with the means to reach and engage with all of them.
My quiet observation of businesses and brands tells to me that promotional activities seem to centre around a singular, focused social media marketing objective of increasing Facebook “likes”. Often all other social media and marketing strategies are ignored because of this obsession. The longer term tactics of content creation, optimising for search engines and building email lists are forgotten in the “liking” acquisition frenzy.
The Danger of a Facebook “Like” Obsession
Research reveals that only 16% of your fans will see you posts on average. This low percentage exposes the danger of assuming that all updates are seen by all your fans.
Facebook has a control mechanism that limits how many of your pages updates are seen by your fans and followers. It is called “Edgerank” which determines where and what posts appear on each individual’s news feed. If it didn’t use this control technology then people who have “liked” 100 brands pages would be receiving 300-400 updates a day on their timeline. It would become so spammy that you would close down your Facebook page and watch more television.
Facebook uses several in built calculations to determine who will receive the updates, this is what limits the visibility of your updates.
- Affinity – which measures the relationship between the viewing user and the creator of the story. The closer the relationship the higher the score.
- Weight – Different types of posts carry different weights. The higher the weight, the higher the score.
- Time Decay – As a post ages, it continually loses value.
So how do you increase the visibility of your Facebook page?
Read and view the 6 marketing tips in the Infographic below.
What About You?
Is Facebook your major social media marketing channel? Is it working for you? Is there another channel that brings you better results?
What other digital and social media marketing tactics are you using successfully.
Look forward to hearing your stories in the comments below.
Want to Learn How to Market Your Business and Brand on Social Networks?
My book Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media will show you how.