I.C. Enterprises

Business Strategies For A Digital Age

Getting The Message Out From Your Facebook Page

Facebook pages are the business side of the Facebook network, designed primarily for business usage; they are also used for non-profits or other groups such as musical bands, theatre groups, schools or even geographical areas.

The most important aspect of a Facebook page for businesses is that people find your page and “like” it, becoming “Fans” of your business. This is useful because when they become fans it is similar to them joining a newsletter, though it is not quite as good in a lot of ways which I will explain later.

Each Facebook Business Page has a newsfeed or “wall” as it known. This wall allows the page administrator to post all sorts of content including images, text and links. For instance you may post on the wall about a new product or service, a holiday promotion or even where you are going to be on a certain day.

The newsfeed is the part of Facebook a person sees when they first log in to their profile. The business page wall posts may then appear on the newsfeeds of people who have liked your page. Unfortunately, unlike the newsletter mentioned above, your wall post is much less likely to get to the newsfeed of your fans.

This is because Facebook uses a “secret” process to decide what is shown on a fans newsfeed according to the relevance that it has to the person, and the popularity of the post. There are usually a lot of different newsfeed items trying to get the attention of your fan, from posts on other peoples profile walls to family and friend updates, all of which Facebook shows on their wall according to the formula. If there are a lot of other “important” things going on with your fans wall, your post may not appear on their newsfeed at all.

To put it another way, if a friend or family member of your page fan updates their status feed with a post about a relationship change, it will be judged to be a lot more relevant than a post from a business that the person “liked” some time ago and has never interacted with. Therefore your post would be either dropped to the bottom of the pile, or not shown at all if there are a few of these items.

So, can you influence this system at all so your business page wall posts become more important in the scheme of things? To a degree you most certainly can. Though you may never be able to out rank the friends and family updates, you can certainly compete against of “liked” pages and acquaintances that the fan does not interact with very often.

One of the best ways to do this is to make your posts interesting and engaging, and encourage your fans to “like” your post. The more people you can encourage to like your post, the higher the relevance according to Facebook. Make your posts something that your fans want to share and talk about, offer information they may be interested in, give an incentive for the fans who “like” your posts most often, such as a discount or prize.

Though no-one outside of Facebook knows exactly what the “secret” formula is they judge posts relevance on, there are really not that many things they can consider, and popularity would most probably play a large part in getting your posts to your fans newsfeeds, so try to write each post with this in mind when using your Facebook Business Page.

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