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I'd like you to switch gears for a moment and go to your personal account on Facebook. Just look at your News Feed, like right here we're looking at Anne Smithson's News Feed. How many posts do you see in your News Feed that come from pages that you've liked? Now chances are very few. It's actually pretty rare for a page post to make it into the News Feeds of people that have liked that page. Here we see just one and it's just that this is my own page. It's interesting because most page owners think that every time they post something to their page, it's going to immediately appear in the News Feeds of everybody who liked them and that's why they're trying to get thousands of likes, so that their message can be viral but it's actually, not quite true.
Look at the very top of your personal pages News Feed. You see where it says Sort? Facebook is constantly changing this language up here, but if you click here you should see that it is not showing you the Most Recent Stories, it's actually showing you Top Stories, so it's showing you like highlights. What Facebook thinks would be most interesting to you based on the friends that you constantly talk back and forth within Facebook, who's group of likes or other friends has a lot of overlap with your group of friends. So there's this secret algorithm that's happening in the background that drives the Facebook engine in deciding which posts should appear in user's News Feeds.
You know, and even if you switch to Most Recent from Top Stories which I would say maybe two percent of Facebook users ever even bother doing, it is likely even then that they have so many friends that their page posts are not going to appear there. As an individual Facebook user, after you like a page, unless you keep going back to that page, it's really likely you're never going to hear from that page again. So I'm going to switch this back to Top Stories. Where does that leave you as the page owner? Well, first you have to try and drive people to your page to continue coming back to your page, if at all possible.
So you can't just rely on your page's posts blanketing the News Feeds of everybody who likes you. You have to use every method of marketing: HTML, newsletter, your podcasts, your display ads have to drive people to your page. They have to have a reason to get there. But if you remember from the very first chapter in this title, I said if you can get your post to appear in your user's News Feeds, then they will like or comment or share those to their own friends, and that's where the viral nature of Facebook really comes into force.
How can you increase the chances that your page posts will appear in the News Feeds of the people who have liked your page? That's called EdgeRank. You need to increase your post's EdgeRank. EdgeRank is the name of the algorithm that Facebook uses to decide which posts appear in the News Feed under Top Stories. EdgeRank is comprised of three things. Let's look at back at Bliss Number 5's page. It's posts and this not one of those exciting posts here. Let's look at somebody else's post.
Let's look at our friends at Cupcakes-A-Go-Go. The people have 3,000 some likes. EdgeRank is based on three things. One is recency. What is the chronology of when they posted? So of course, more recent posts are likelier to appear at the top of the News Feed than older posts. Number two is affinity. How often do you interact with each other? You'll find as your page matures, that the same group of people seem to be posting and commenting on your page. It is very likely then that your posts are appearing on their News Feeds because they have a lot of interaction with you; that's affinity.
And third is called Edge Wait. Facebook really likes posts that have pictures or that have videos or that have links, but definitely pictures and videos are much more powerful. Facebook wants users, when they go to their Facebook page, to see a page full of really cool looking images and interesting posts and links and not just boring status updates. So if we scroll through Cupcakes-A-Go-Go page you can see that almost every one of their posts features one of their products with a story that goes along with it.
Now what if you don't sell products? What if you're a computer consultant or something like that? You could always find some sort of tie-in to a video on Youtube that you can link to or maybe a picture from istockphoto or from Flickr that you're allowed to use, something to illustrate the story that you're trying to post, so that's a way to increase your EdgeRank. To increase your affinity the amount of interaction that users have with your posts, try and post the occasional story or frequently post requests for action.
Have them comment on what is their favorite aspect of your business, or who do you think should win: A or B? Ask for opinions, try and get comments from the people who are viewing your posts, whether in their own News Feeds or on your page. You can even use to Ask a Question that lets you create a little survey on the fly that people can vote on, and then they can also add a comment. So keep that in that mind as you are actually posting stuff on your page, to try and increase your post's EdgeRank. Make it frequent, encourage interaction, and try to always include an image, a video or a link.
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