It used to be all about Likes. It didn’t matter who they were. The focus was on quantity.
But then Facebook changed its algorithm. Result: The average post from a page was only reaching about 10% of fans organically. For clients who had been using their page as a marketing platform, the gravy train had been derailed.
Facebook’s algorithm change was a way to push companies to spend advertising dollars to promote their posts and reach more of those loyal likers. But businesses were also left wondering: How can we increase the visibility of our page organically? In a word: Engagement
Engagement = Good
Engagement does more than prove that fans are interested in your content. It also helps make your page more visible to potential new customers. High engagement levels show Facebook that your page is worth recommending.
Engagement tools and tips
You set the tone. Unless your page has lots of premium UGC, you may need to create a content calendar that keeps a steady flow of premium content channeled into your page: Video, images, provocative posts that ask questions.
Mobilize your base. Facebook has solid tools that make it easy for your fans to spread the word. Visit facebook.com/pages, or click on Like Pages in the left nav box. There’s a list of recommended pages based on current interests. Or page suggestions can be made within your profile. Remember too that when liking a new page, a user will be shown Similar Pages that may be of interest to them. From the rectangle widget, they can seamlessly like six additional pages that are similar, based on the content, and current fans. These are not paid positions and a page cannot buy their way into the recommended slots. The best (and only) way to maintain visibility as a Similar Page is to focus on your own page’s engagement levels.
Ask for help. Each post you make should encourage fans to like, comment, share & upload their own content (images and video are still the gold standard). Once your page gets recognized as having engaging content, Facebook’s practice of promoting organic content will start working for you.
You control the flow. Some companies don’t want to allow Facebook to give Similar Page Recommendations to new fans. Why? Maybe they don’t want to help a competitor gain likes. Or maybe they don’t want to be associated with certain other pages. Just turn the feature off through Your Settings. But remember, this will no longer allow your page to be shown on other pages.
The higher engagement rates your page has, the more valuable Facebook sees it & chooses to recommend it to other potential fans. The more engaged fans you have, the higher engagement levels you have… and so on.
If you would like more information about Facebook strategy, or any of the services we provide, please contact us.