It’s the aim of any social media page to have your content seen by as many people as possible. However, in the case of Facebook, the more fans you have on your page, the harder you will have to work to ensure that your content is featured regularly.
Though most people would complain about Edgerank, it’s really there to ensure that only the best content appears in your feed. So, how do you make sure that your content appears in feeds regularly? Here are the best methods to increase the number of people seeing your content.
Ensure that you’re posting regularly, at least once a day to start off, and work from there. When your posts begin to perform better, you can then increase the output for different times.
Keep it concise
Unless you have an incredibly interesting story to share, chances are good that most of your followers aren’t going to read what you have to say. So, when posting something, treat it as if you were posting to Twitter, and keep it short.
The power of imagery
We’ve spoken many times before about how powerful images are on Facebook, and it’s no surprise that that they’re both the most popular and most shared type of content. Their importance is so great that Facebook’s latest redesign keys on images’ popularity.
The next time you post something, make the focus an image and accompany it with a short blurb (and shortened URL if needed). Provided the image is good, it will draw people in.
Quality trumps quantity
When you’re posting content, ensure that all posts are interesting. Posting numerous links without any break will probably get them all ignored. Instead of posting five or six links a day, why not focus on just one great post? You’ll see greater engagement over the long term.
Don’t delete posts
If you can help it, that is. Sometimes you will post something by accident or notice a typo before it’s too late. Unfortunately, Facebook does not have an edit function for status updates, so you will either have to live with it or delete the post. Unless, you’ve posted something absolutely terrible, refrain from deleting a post, as doing so will damage your Edgerank status.
If your post has a typo in it, it’s better to acknowledge the mistake than to delete the post.
Understand the weight of actions
No two actions are the same on Facebook, and different actions have varying effects on your Edgerank status. For one, shares carry the most weight as they give your content a greater chance of appearing in feeds. Next come comments, then “likes” and, finally, clicks.
Saying you should aim for shares is rather short-sighted advice, so instead take a look at a variety of pages, both similar to and different from your own, and see what type of content gets shared most. It will give you ideas about the type of sharable content that can tie in to your page.
Study Facebook Insights
Facebook Insights is there for a good reason, and though it’s annoying that the dashboard has replaced notifications with a promoted post section, you should focus on your analytics.
For each post, you’ll see the reach, virality, and how many people interacted with it. Though “likes,” shares, and comments give you an idea, comparing them against the stats will give you the big picture. You can download a spreadsheet containing data from Insights if you want to look deeper.
Time your posts
Posting at certain times works better than at others. Figuring out the right times is a case of trial and error. Scheduling posts for high-traffic times will ensure that you won’t miss a day. Also, schedule posts for the weekend, or else you could miss a large audience segment.
Always a great way to engage with people, asking questions can help get your followers talking and interacting with you. So long as the questions aren’t patronizing, or follow a “‘like’ if you think X is right, comment if you think Y is good” template, there will usually be followers out there who will engage.
Respond to comments
When users have made the effort to interact with you, you should take a moment to respond to comments, which can help propel a discussion forward. Again, the notion of quality over quantity springs to mind, so comment only when you have something interesting or witty to say. It’s not really worth responding to one-word comments; a “like” can show your appreciation.
Albums encourage clicks, as many people will want to see all, or at least several, of the photos.
If you have more than one account, why not direct your Twitter followers to a specific post? Granted, this should be done sparingly, but it can give certain posts a new life.
Pay to promote
If you have a good post and you think it needs an extra push, paying to promote it can help. Be aware, though, that the quality of “likes” and comments you get might not be what you’re aiming for, so reserve it for top-performing content.