Facebook – It Is Possible To Beat The System
The most current stats that I’ve seen suggest that, due to Facebook’s algorithms, about 16% of the people who have liked your business page will actually see your content. In other words, if you had 100 people who liked your business page, only 16 of them will see your updates – on average. I use the word current loosely because, to be honest, that stat hasn’t changed in quite a while.
Regardless, that jives pretty well with what I’ve seen in the real world. One way to overcome limitation and get in front of more eyes is by spending money on Facebook – you cough up the dollars and Facebook will make you seen. That works pretty well, and the pricing is pretty good, so for most businesses that’s a great way to go. What has surprised me, however, is how quickly things change once you start to produce content that really resonates with your fans, and how long that effect seems to last.
Produce great content that your fans are ‘liking’ and that number can jump up to 40%, 50%, and more. Get one or two shares and the number can go through the roof. But here’s where it gets interesting. That next Facebook status that you post – the boring one about the sale on toilet paper – seems to benefit from the popularity of the other posts.
This isn’t exactly breaking news – Facebook has been telling us for a long time that we need to produce content that resonates with people. In fact, that’s really the secret to all internet marketing – be relevant and be interesting. But I think that for most people, the inner workings of Google are a bit of a mystery box, while Facebook lays their stats out at the top of every page. It’s a lot easier for most people to see the effects of their efforts on Facebook than it is to create a report in Google Analytics and monitor it. Well, not easier, but people are more in touch with Facebook because they post pictures of their dogs on it, while GA requires some time to learn about. But I digress.
Most of the ‘internet gurus’ out there will tell you to post two or three times per week on Facebook, and to promote those posts. I’m going to challenge you to post 10 times a week. I’m also going to suggest that you need to work very, very hard to make sure that those posts are all interesting. If you do it right, you’ll notice the number of views climbing quite dramatically.
That’s not to say that you don’t have to spend money with Facebook – you can see a very noticeable boost in traffic with even a modest $5 per day campaign – but it does show that you don’t NEED to spend money on Facebook to see good results.
Like with everything else in life – you get out what you put in. You can either put in time or money and get okay results. But if you really want to kick things into high gear, do both.