So lets get back to old school now. It's the Reach factor that contributes to a company. A study by PageLever shows that only 6 % Reach is accomplished by brands who have more than a million fans. So why this odd factor? Many respondents say that the fan-base mainly leap-frogged because one fan told his friend to become a fan and this system went nuclear. Let me put of the chart from Mashable.
After this intriguing data, what should one company do so that the Reach increases? But before it, let me tell you who the flag-bearers, or brands that have managed to attain top-notch Reach.Total brand Likes are shown at the top of the image, new Likes for the specific posts are at the bottom of the image.
So after seeing these iconic brands and their posts, did you mark something? Sometimes, the tried, trusted and familiar can sometimes work well on Facebook. Well, lets see 5 ways in which one can increase the Facebook Reach.
First, let’s review the EdgeRank trifecta. EdgeRank is the algorithm used by Facebook to determine the most screen-worthy content. Three factors, multiplied together, determine your content’s value: affinity, weight and time. The affinity score is based on how often a fan has engaged with your brand content in the past, including page visits. Weight, or popularity, is determined by the type and quantity of engagement your post receives (e.g. Likes, comments). Lastly, time and the decay of your post matters; as your content ages and engagement wanes, it becomes less relevant and therefore less likely to appear in a user’s news feed.
Studies show that lengthy Facebook content goes unread and discourages action on the part of the user. Brief, easily digestible posts make it easier for users to consume and interact.
Timely posts increase fan excitement, generate spikes in engagement and allow for further reach. Keep an eye out for relevant current events and don’t forget to post about holidays if they’re consistent with your brand voice. Fans want to engage — sometimes they just need an invitation.
It’s still true that no matter what you try, quality content is the most important factor to expand Facebook reach. Provide your fans with valuable content to properly enable your posts to go further. When it comes to format, photos are the most engaging form of content that brands can post. Eye-catching and easy-to-consume photos are also weighed more heavily by Facebook when determining EdgeRank.
Asking questions of your fans is a great way to encourage comments and keep your post visible. Research by Buddy Media shows that employing the words “where,” “when,” “would” and “should” increases engagement. Posts that include “would” consistently yield the greatest interaction because they allow fans to agree through a simple “like” rather than writing a comment.
Fans love to know their favorite brands are listening, and many social media managers often overlook this. Answer questions asked in the comments section or simply say, “Thanks!” Be sure to tag the fan in your response so he’s notified of the special attention.
Facebook Insights provides administrators with the “Friends of Fans” metric, telling admins just how many people they can potentially reach organically. Friends of fans are extremely important — they are more likely to visit a brand’s Facebook Page or website, purchase a brand’s products and become fans themselves. Organically, these Facebook fans can easily be reached through the Facebook Ticker, which tracks all user activity. Keep your fans interacting with your brand, and their friends will see all “liking” activity, comments and posts in the top right of their news feed.
Now, for a not-so-organic tactic: Facebook Ads. With Facebook Ads, you can specifically target just your fans’ friends and leverage their relationship. Facebook Ads are not just a way to reach your fans’ friends, but also your competitor’s fans and your own fans.
More: BI Brand Posts 2012
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