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THE FACEBOOK NEWS FEED: What Brands Need to Know
May 2013
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How can you help your brand content break through in a sea of status updates, competing
content, and pictures of kittens?
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Here’s a simple guide to working the system, including tips on how to improve content and
engage your audience.
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It all starts with your content. Your posts need to have the polish of an ad and be conversational enough
to engage people. Not easy.
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Tip: Use a ruler. Make sure you measure content performance so
you know what works best for your audience.
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Facebook’s EdgeRank decides whether or not your content will
be seen in your Fans’ News Feeds.
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Tip: Mix it up. Typically only 12% – 15% of your audience will be shown
your content organically, so make sure you design for different
audience segments.
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Fans can take both good and bad actions. That helps
EdgeRank decide to show your content to more, or fewer, of
your Fans.
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Tip: Look for the bad news. Seeing positive stuff is easy, but people
hiding or spamming your posts can kill your organic reach.
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A"er creating great content, here is your second key lever. Making a
“page post ad” shows your content to a lot more of
your Fans.
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Tip: Don’t throw good media dollars on poor content. ‘Nuff said.
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Now here’s where things gets tricky… When your fans take positive actions, it
generates “stories” and EdgeRank decides which of their friends see them.
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Tip: Ask for the sale. Use creative CTAs that encourage people to share
your content.
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Their friends see the content in their News Feeds and can also take actions, driving EdgeRank
again (or not).
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Tip: Double down. If you see a post is working really well, consider
targeting non-fans with your page post.
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Here is your third lever. Make a good thing even better. Use Sponsored Stories to amplify Fans’ positive
engagement and show content to more of their friends.
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Tip: Put your best foot forward! Test and learn to find the right budget, timing, and targets for
Sponsored Stories.
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Your posts are just the beginning, make sure you keep the whole ecosystem in mind when creating
and promoting your content!
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Utilize CTAs
Measure content performance
Design content for different audience segments
Watch all user actions, including the negative ones
Target non-fans with strong content
Only amplify your best content
Spend media dollars wisely
CHEAT SHEET
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Visit us at www.socialarc.com or contact us at:
6550 Vallejo Street | Suite 201 Emeryville, CA 94608 [email protected]
510.868.2787
For more information