With over 1.35 billion monthly active users, it’s safe to say that Facebook is the biggest social media platform out there, but are you using it to its full potential? With organic reach continuing to fall and spam content being penalised, Facebook is seeming much harder to conquer than it used to. Facebook now has an algorithm in place which takes into consideration over 3.5 thousand factors when deciding what posts to filter through to each person’s home page, so if you aren’t fitting their criteria you simply won’t feature on your target audiences page, therefore rendering your posts useless.
So what does the algorithm love? Of course posts with lots of comments, likes and shares, but now it’s leaning in favour of videos – you can now have a call to action button on your profile to link people to ‘watch video’ so if you have a business video, post it. The algorithm also looks for posts that reference trending topics and current news, so if you’re scheduling your posts make sure they stay up to date with what’s happening in the world!
That covers what to do, but what shouldn’t you do? Simply don’t push people to like or share your page – something known as ‘like baiting’. Facebook penalises posts that contain the words ‘like’ ‘share’ and ‘comment’ and also any spammy links that force people to click them to find out ‘exclusive’ content.
One of the most important things to remember before even writing your Facebook post is to decide whether Facebook is right for your business. Although it may be the biggest social media network, if it isn’t suitable for your business and your target audience, it simply won’t work. We have found that B2C businesses benefit from it much more than B2B. However, if you are a business that Facebook just doesn’t work for – not to worry! There are so many more effective social media channels such as Twitter and LinkedIn, in addition to some newer, up and coming sites such as Instagram and even Snapchat. Why not check out one of our brilliant clients Jaspers Warrington and Sadhana Yoga & Pilates on Facebook who are doing everything right.