facebook is biting businesses, but you can bite back
DESCRIPTION
As Facebook continues its efforts to make money and provide users with the "best" user experience, businesses are getting hit hard. Reach and engagement numbers have taken a beating, and some Facebook page administrators are at a loss about what how to grow their pages (other than pour money into advertising and promoted posts). It's time to go back to the essentials. Join Eric Highland as he digs into Facebook's algorithm, Edgerank, which determines how many people your Facebook page updates will reach. Discover actionable methods that work for pages with 500 fans, 1,500 fans and 100,000 fans, based on how users behave on Facebook and what they really want to see. There are no short-cuts to growing a Facebook page in the current environment, but Eric will show you that it's possible and it can even be fun.TRANSCRIPT
Facebook Is Biting Businesses, But You Can Bite Back
By Eric HighlandFebruary 20, 2013
@erichighland@knektion
@theaustinot#BeAUSOME
2012 Changes
Promoted posts for pages: MayPromoted posts for profiles: October
IPO: May 18th
Promoted Posts:
May 22nd
Reach change:
September
Reach Change: Providing a Better User ExperienceSeptember algorithm
change was designed to reduce user spam complaints
Decreased reach of pages and apps that were generating lots of spam reports
Spam controls became more visible to users
Increased importance of user engagement with pages (equating engagement with relevance)
Getting Along With theNew & Improved FacebookUnderstand the conflict…
Traditional Broadcast
Media
Social Engagement Media
Let’s Talk EdgeRank
What Else Can Influence Your Reach: Negative Feedback
The Types of Facebook PostsTextPhotoLinkVideoApp
Text Post
Link Post Photo Post
Beware: Facebook Treats Post Types DifferentlyReach
Text posts – big reachPhoto posts – medium reachLink posts – smallest reach
Post Types Receive Different Levels of Engagement from FansEngagement
Photo posts – big engagementText posts – medium engagementLink posts – smallest engagement
PTAT Facts: People Talking About This100,684 likes3,976 talking about this4% PTAT
PTAT: The number of
unique people who have created a
story about your page
Comparing PTAT: Texas Hill Country117,745 likes171,869 talking about this146% PTATA story is created when someone likes
your page, posts to your page,
likes, comments or shares one of your page posts,
answers a question you
posted, responds to your event, mentions your
page,
tags your page in a photo, checks in at your location, or recommends your location.
Comparing PTAT: The Austinot4,550 likes6,077 talking about this134% PTAT
Comparing PTAT: Disabled American Veterans Austin195 likes2,676 talking about this1372% PTAT
Expanding Reach & Engagement: Encourage Photo UploadsCreate reasons for fans to upload
photos to your page
Expanding Reach & Engagement: Spend Time on Page News Feed
Q: How did you find us?A: From you commenting on
another page I like
Comment as your page
Like other’s comments
Expanding Reach & Engagement:Be Intentionally CommunicativeIn real life, you don’t build relationships with a
person by being passive and looking on from the sidelines.
Expand Reach & Engagement: Find Big Fish in Your NicheWho can you partner with to expand your reach?Opportunities are endless, especially for online
publishersLook for people and organizations that you can helpTell people you’re talking about themConnect with the big fish
Don’t be afraid to make an ask through a Facebook message, email or phone call
“Train” your online partners to look for your content and share it
Wrapping UpRemember:1. Social Media is social.2. It’s about engaging, not broadcasting.3. Build affinity.4. Understand the reach & engagement of
different post types.5. Build relationships.6. Reach out to pages with strong PTAT – look
for the big fish in your niche.
Stay in Touch@[email protected]/[email protected]/theAustinot