Social media is the holy grail of online traffic for content publishers these days. Almost 10% of all traffic online comes from Facebook alone. If you can figure out how to get your content spread and shared in social media you stand to benefit from a large number of organic visitors.
Not only that. Social signals like shares and mentions from Facebook, Twitter and Google+ are increasingly associated with higher rankings in search results. Everyone is looking for the formula on how to break through and get social media traffic and engagement. This is a 25 step game plan for how you can organically get your content in more Facebook news feeds.
Distribution is no longer free
First thing first. There is a strong likelihood that your content goes completely unnoticed in the busy Facebook news feed. Did you know that your Facebook page wall posts are viewed by less than 10% of people that like you? The organic distribution of page’s posts is gradually declining as Facebook tweaks their algorithm. They recommend the use of paid ads in order to reach all your likes.
Facebook is basically monetizing your likes by charging you for news feed distribution. It’s a great business model. Keep this in mind when thinking about your distribution strategy as I would not advice you to put all your eggs in the social media basket. Use social media to help build your own platform on your site or through your email instead as that audience you will always have full, unrestricted and free access to. Still social media has great potential in introducing your site to a new audience and you should use it. Let’s take a look how.
Setting up your Facebook page
The basics of setting up a Facebook page are pretty simple and you should aim to have these covered before we move on to how to write effective content that gets shared on Facebook.
- Create a Facebook page for your site and complete all the page information
- Set your cover photo as that is the most prominent image people see. The cover photo image size is 851×315 pixels
- Set your profile picture. This is the image that will be shown next to your wall posts in people’s news feeds. The size of the image is 180×180 pixels, but make sure it also looks good at 32×32 pixels
8 tips to get more people to like your page
Now that you have your Facebook page setup, here are tips on how to get more likes on Facebook:
- Promote your Facebook page on your site. One way to do this is to put the Like Box in the sidebar.
- Add value to your Facebook page. Drop the sales pitch and use your page to provide tips and tricks, additional information and pictures. Prepare a conversation calendar for social media and synchronize that plan with your blogging activities. This will help get people to engage with you.
- Build credibility and trust with your users. Showcase your skills and knowledge. Share your expertise generously. Help users solve their issues, help them achieve their goals. Win loyal fans one by one.
- Be interactive. Talk to your fans and make sure you’re not distancing yourself from them. Reply to their questions, “like” their answers and start engaging discussions. Monitor the conversations on a regular basis and never leave a question without an answer. This will help build a community and more people will be spreading the word about you.
- Go find your audience proactively. Don’t just interact with your audience, but also your competition and their audience. Start participating in discussions on other Facebook pages that you know consist of audience similar to yours. Don’t be a spammer but leave valuable comments. ’Like’ some of the other comments people have left. If they need an answer and haven’t gotten one, help them, if you can.
- Give things away. Create and run exclusive giveaways and other competitions for your Facebook readers. Do it in the news feed or through applications. Ask people to like your page to be eligible to enter to win the prize.
- Integrate Facebook comments into your comments area. This will get more Facebook users talk to you and you will be able to reply and interact with them by using the name of your page which will indirectly promote your page in their news feeds.
- Include Facebook like button on all your posts. This will help get your content spread on Facebook, will increase the traffic you get from there and hopefully result in more likes to your page.
Facebook news feed ranking algorithm factors
Ok, now you have your page and you are starting to get some likes. Getting your likes to engage (view, click, like, comment, share) your updates is just as difficult as getting them to like your page in the first place.
A typical Facebook user has more than 1,500 stories that could be displayed in the news feed on each visit. This is impossible to catch up on so Facebook has an algorithm that chooses and prioritizes the 300 posts or so that the user actually sees. There are actually more than 1000 different factors on how Facebook decides which posts get the exposure and most of these are unknown. Here are some of the known factors:
- How complete the page profile is
- User’s previous interaction with the page
- Number of likes, shares and comments the post gets from user’s friends and from the world at large
- Type of post (photo, video, link, status update) and how much the user has interacted with the type in the past
- When a user likes something this means that they want to see more of it so Facebook shows them more
- When a user hides something it makes the news feed display less of that content in the future
- How frequently content from the page is hidden, the more people hide content the less it will be displayed
Understanding your audience: Day, time and type of post
Even if you are successful in reaching your fans, the engagement rate of a typical Facebook page post is less than 1%. Because of this it is critical to understand what content works best with your fan base and then amend your content strategy to increase the organic reach. Look at the reach of the total fan base and engagement from people you reach to see how well your content works.
You want to post the right type of post at the right time of day in order to have the highest chance of reaching the largest possible audience. Facebook Insights will help you with this. Look at your insights for “Posts” to analyse these factors:
- Day of week and time of day to post. Your audience might be present at certain days or times more than others. Make sure to post at the right days and times.
- Type of post to post. Plain status update, link thumbnail, video, image. The type of post affects your organic reach. Plain status update have the best reach. It doesn’t necessary result in more engagement as they are not too prominent or visually appealing but they do get seen by more people. Photos get the most engagement.
13 tips for writing effective Facebook page posts
If your post gets engagement it will reach more people. Your engaging stories will appear near the top of news feed even hours after they have been published. Because of this you must create genuinely interesting content. Before posting ask yourself if anyone would want to share or recommend the specific post to their family and friends. If the answer is no, don’t post it.
You now know the optimal days and hours to post your content on. You also know what type of post your audience responds to best. Let’s take a look at how you can write effective Facebook page wall posts optimized to reach more people and get more engagement:
- Be natural. Facebook is, for the most part, a fun and relaxed platform, so write in spoken language. Always consider your audience, but don’t take yourself too seriously and don’t be too formal.
- Be topical, timely and relevant. Write posts that need to be read and engaged with right now.
- Be visual as visual content like images and videos are more engaging: Videos > Photos > Status Updates > Links.
- Keep it short. The longer the length of the wall post, the less engaging the wall post is. Posts of 80 characters or less are the most engaging. Learn to edit yourself and keep your posts all short and simple!
- Emotions sell and encourage readers to share. The most shared posts sway and persuade. They are invitations to discussion and interchange. Try to write posts that scream for reaction. Create posts for commentary.
- Ask questions. Ask questions that are easy to answer. Be very specific. Ask questions that are polarizing. Posts with a question get more engagement than posts without a question.
- Place questions at the end of your post rather than at the beginning or middle of the post to make it stand out the best. Posts that end with a question have a 15% higher engagement rate than posts with questions at the beginning or in the middle.
- Fill in the blank. Use sentences with one word missing and let your fans fill in the ______.
- Post quotes. Inspirational quotes work very well across social media. Try also to post quotes within images.
- Don’t game the distribution by asking people to like your post. Facebook is not a fan of call-to-actions to like or share and the algorithm may penalize these types of posts.
- Limit links. Facebook is not a big fan of pages that very frequently link out to their websites. Looking at your stats you will also notice that number of clicks on a link within a post are quiet low. Use links within image posts instead.
- Full URL’s. If you do use links use full URL’s. Engagement rates are 3 times higher for posts that use the full-length URL instead of the URL shortener like bit.ly.
- Tag other pages. Obviously don’t do this all the time and don’t tag irrelevant pages, but do experiment with it when it is relevant and appropriate. Tagging another page means that your post might be shown to some people that like the tagged page.