Nowadays, no matter wherever you are, in the business meeting, social events or hanging out with your associates, one of the most popular topic people talking about is Facebook – “Is your company and business already set up a Facebook fan page?” Then the answer you hear is “yes, of course, Facebook is the biggest social media networking site, it got 800 million members on board, you must be crazy for not to get on there, it is a great free marketing tool to get your business out to the world, you know one amazing thing is whenever you update your wall status, your fans will start to share, like and comment on it, the viral marketing can go faster than ever, it helps you save lots of marketing money … etc”
Well, when you ask about “How is your Facebook marketing doing? How many fans you have? What are the percentage of engagement rate that your page got”? Suddenly all the voice gone, it becomes quiet, no one answer you. And then you find out some of them are working so hard and do everything they could to tap into the Facebook market, but the results turn out just really disappointing.
If your Facebook fan page also fall into the same situation, don’t feel bad, there are many business page are facing the same challenge. According to Facebook, the average Page post is only reaching 16% of the page’s fans, since most fans never go back to a Facebook Page after they have initially liked it.
Facebook use an algorithm formula called EdgeRank to decide what users will see in their newsfeed. This formula is based on 3 elements: Affinity, Weight and Time Decay.
Below this infographic from Genevieve Lachance, a virtual assistant to businesses explain EdgeRank and why it’s so important.
Don’t get discouraged, also take the advice from Brian Carter’s 4 tips to increase Facebook page visibility, study, implementing it and then see what are the results will come out.
1. You must try to get more likes and comments with every one of your posts. Every post that doesn’t get responses lowers the value of your page. Make sure everyone who posts to your page knows this and is capable of doing the next bullet item.
2. To get more likes and comments, you need to tell people why they should like and comment on your posts.
3. If you aren’t reaching enough fans, you might need to use Facebook advertising either to get more, or to show your page posts as ads. Then do a better job of engaging so you can keep reaching a higher percentage of these new fans.
4. If you don’t want to do a good job of engaging fans on your Facebook page, the lower visibility may increase your cost per customer to the point that you may lose your profit potential. In this case, you should just use Facebook advertising to send people to your website instead — fewer steps, lower cost per customer.