It’s almost hard to remember what life was like pre-Facebook! Now we can update our Facebook status and communicate with all of our friends and family at once, or offer a discount coupon on a Facebook business Fan Page and begin seeing results in minutes.
You’re likely to get into a rut when using your Facebook status update to market your business because you do what comes easy for you. Resist the urge. Evaluate your page’s Insights and see what type of content results in the highest reach and engagements. Facebook provides detailed statistics on your page engagement under the admin panel. Do more of that.
You may need to experiment with some different types of content than you are used to posting on your Fan Page status. It’s more important than ever to post quality content because Facebook has gradually reduced its organic sharing of posts since 2006. On December 5, 2013, it announced that it was changing its algorithm again to “show the right content at the right time,” which meant that even fewer organic posts would be showed.
The number of times your content is viewed is influenced by factors such as the number of likes, shares and comments a post receives from the world at large and from your friends in particular, and how much fans have interacted with this type of post in the past. This means that now you really have to work to get “free” Facebook status update views.
Of course Facebook isn’t saying this, but the obvious reason for the algorithm change is that they’re pushing brands toward its advertising as an alternative way of getting more eyes on posts. The easiest way to promote your Fan Page is through boosted posts. After you have your credit card information logged in, it’s simple to click “boost post” on an individual Facebook status update and get thousands of additional views.
You can either boost the post and allow Facebook to select the audience (“friends of friends”) or get more granular with your audience and drill down by selecting demographics such as cities, ages and various keyword descriptors, such as “small business,” “chamber of commerce” or “medical.”