Guest post by Caleb Scott, Director of Communications for North Carolina Voters for Animal Welfare
Yes, that is correct! Information released from PageLever.com indicate that only a small fraction of fans actually see your posts. How can this be, you say? EdgeRank.
EdgeRank is a Facebook algorithm that determines if your fan page posts are actually seen by your fans.
Here is a quick example to prove that EdgeRank is at work on your fan page. Go to your fan page and click the “Insights” tab on the left side of the page (should be the 4th link down from your profile photo). After you open the Insights link scroll down to the “Page Posts” and you will see the most recent posts tracked by Facebook that you have made. Each post will list the “Reach” of each post, this the number of your fans that saw that posts. This “Reach” number will be substantially less than your total number of fans.
So how can you improve the “Reach” of your posts? You have to improve your EdgeRank!
EdgeRank measures your page’s fan “Engagement” on the page.
Engagement is “Likes”, “Comments” and “Shares”. If your number of likes, comments and shares are consistently low, EdgeRank will determine that your fans are not interested in your page posts and your post will no longer appear on your fan’s Facebook wall. A person “Liking” your page is no guarantee that they will see all your posts. If a fan does not interact with your page (via likes, comments and shares) it will eventually disappear from their Facebook wall.
Most social media experts will advise to post to your fan page everyday to keep your fans engaged in your page. Keeping your fans engaged daily and maintaining their desire for your offering must be part of your fan page strategy. But how do you get fans engaged, you ask?
- By asking Fans questions (Comments)!
- By asking Fans to “Like” a photo or video if they “Like” it!
- By asking Fans to “Share” content that you post on your page.
Petco’s Facebook page is an excellent example of expert Admins that understand Facebook EdgeRank. Asking for “likes” on the photos they post is their bread and butter. They typically get 2,000 – 5,000 likes for each photo they post. This number of likes drives up their EdgeRank and maintains the number fans that see their posts.
So animal advocates, how are you improving the EdgeRank on your Facebook Fan page?
Caleb Scott is the Director of Communications for North Carolina Voters for Animal Welfare. Get updates on the progress of animal welfare legislation in NC at ncvaw.org
ncvaw facebook page: https://www.facebook.com/NCVAW
susie’s law facebook page: https://www.facebook.com/SusiesLaw