In the sea of Facebook posts, is your message getting across? Research by Facebook marketing firm Socialbakers suggests you may need to tweak the format in which you’re delivering it.
Keep Your Audience Engaged
The company spent three months poring through 47,783 posts from 274 Facebook pages. It found that reach has dropped from about 20 percent to around eight or nine percent.
More surprisingly and perhaps most of most interest, it found that images—long considered king in terms of potential to reach customers—are no longer quite so engaging. Pictures and links were hitting just eight percent of a brand’s fan base. Videos attracted just six percent, and on some days as low as five percent.
A standard text update, however, reached somewhere between 11 percent and 19 percent. If you're looking for the secret to a perfect Facebook post.)
One solution, suggests Socialbakers, may be to mix it up and try a few text updates. (Here's the secret to a perfect Facebook post, and the best times to Tweet and post to Facebook.)
It added, “Still, the most important aspect has not changed. Your posts need to be engaging! The more interactions your posts hold, the more weight they will have and the more involved your fans will feel.”
More Facebook Features to Help Small Businesses
Facebook, of course, has long been under fire from brands who think the company’s algorithm lets their news get lost in the flood of posts on the social network. Facebook responded with Page Notifications, which allows users to see all the posts from any given page. Basically, it works like the “Close Friends” function—if a user checks “Get Notifications” for your page, he or she won’t miss updates from you. (Do Facebook likes translate into actual sales?)
Facebook also is trialling some other features that could help small businesses.
One that could help with organization: Threaded discussions under comments on pages, which would let you reply to individual comments instead of the original post. The company also is testing a new service that would allow local businesses to offer customers free Wi-Fi after checking in on Facebook. Facebook would supply the routers; you provide the Internet access.
The feature, if it’s ever introduced widely, potentially could be used both to increase foot traffic and to increase “likes.” According to Inside Facebook, after the user checks in on Facebook, he or she is redirected to the business’s Facebook page and can browse the web for free. You’d be able to track how many new “Likes” you get from your “social wifi.” Customers who don’t want to check in can request a passcode from you to connect to the network.
Read more on social media engagement.
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