This is a summarization of a White Paper from Hubspot entitled Crash Course on the Facebook News Feed. If you aren’t receiving info from both Hubspot and Mari Smith on changes to Facebook (because they happen All. The. Time!), you should sign up for their newsletters. Social media is an ever evolving tool and you or someone on your team must be aware of the changes.
The average Facebook user’s news feed filters through about 1,500 posts a day. After the Facebook algorithm is factored in, only 20% of the stories posted by every page and every person a user follows will ever be seen organically. You know that devoted following you are working hard to build on your film’s Facebook page? You are regularly only reaching about 20% of them in an organic way with your status updates, links, photos, videos etc. Facebook reasoning for this is they want to “curate” what a person sees so that their experience on Facebook doesn’t become an overwhelming barrage of information. In order to be seen in the News Feed (without paying to be there!), we have to share or create such compelling information that resonates with our followers so that they will react in some way that signals the Facebook algorithm that they want to continue to see information from us. If they don’t, EdgeRank (the algorithm) will start filtering it out (without their realization) and we’ve lost them (or we can pay to get our news back in front of them through Promoted Posts).
How close someone is perceived to be to your page based on their interaction with the posts on it+Value of the post based on how many Likes, comments, shares+Amount of time that passes since the content was posted=How often they will see your news.
Facebook serves up about 300 stories it believes are interesting to each user based on this algorithm. The algorithm looks at the last 50 people/pages each user has interacted with and takes that to mean those are the people/pages the user wants to hear from most. It serves up those posts in chronological order as they were posted. If a particular post receives a lot of interaction (many likes, comments or shares), especially by a user’s friends, it will now bump that post to top of the news feed so a user won’t miss seeing that story.
Facebook also tracks what kind of content a user tends to interact with. If users like many photos, it will start showing more photos in their news feed. MANY people like photos, so start thinking about providing more images on your page post haste! In the new Facebook Insights, you will be able to see which posts have gathered the most Likes, comments or shares. Use that as your guide on what to post. Maybe video is better for your fans. Maybe status updates or links are better. You can read all the studies from test groups that suggest things, but ultimately, your audience is unique and you can see what they like from your own Insights chart.
Optimizing for the News Feed
Since many posts that involve an image receive greater feedback, one of the practices that is recommended is using a photo whenever possible. Rather than posting a link, which pulls in a thumbnail image, try posting an image, and pair it with a link.
As posts are now curated, in part, by what your friends and fans like, it is wise to encourage commenting and allow for sharing your content on your fan’s pages. Also, focus primarily on those who comment and share the most on your page because they are your page’s biggest assets. They are helping to insure that your posts are going to be seen in a wider way on Facebook. As a side note: I use a plug in called Booshaka on the pages I manage so that I can see who my top 50 most active evangelists are. Get to know these people! Lavish them with personal attention!
Of course, sharing and commenting only happen if your page has awesome content. It has to have value and be interesting to those fans or it won’t elicit a response. If you are posting regularly, but you aren’t getting many Likes, comments or shares, you need to re-evaluate what you are posting. It shouldn’t only be information about your film. The people you attract have other interests too, you need to find out what those interests are and create/curate material that speaks to what they love. Hopefully that also speaks to the overall identity of your film. Branding isn’t all about a logo or a “message,” it is also about an emotion, a lifestyle, an interest base. Show your fans you understand them, you are part of them, and you are bringing them together under a creative work. You will see more interaction when you walk outside of the bubble of your own work.
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