Be Compelling … and Committed

One sign of how rapidly Facebook has become part of today’s society is the speed with which Facebook Myths pop up.  These myths may or may not end up being true, but Facebook is not always forthcoming with why it does what it does.  As a result, assumptions get made to explain why certain things occur, especially those that we don’t care for.

For those of us who work with brand pages, the latest perhaps-myth is that Facebook is making it harder for any one person to see all your posts, to encourage us to buy ads.

Whether or not Facebook is trying to cut down on free visibility or not, it is true that each individual post gets seen by 15-25% of your followers over time.  In the first few minutes after you post something, only 5% of your followers might see it.  Mythology or not, getting your stuff seen is more of a challenge than many people think it is!  So, here are a few tips to help you with that.

FREQUENCY SELLS

A smart radio seller wouldn’t want to be on the hook for results if a client bought just one spot.  Any good PD knows that you have to repeat messages on the air to get people to act on them.  Social media is just more media, and here’s proof.  Even if you have a great follower-focused message, you may need to repeat it and give people time to react.

For example, I do three Facebook posts for each blog update that I do.  There’s two on the day that I post, in the early morning and early evening (ET); then again on the second day in the middle of the afternoon.  Each post gets seen by approximately the same number of people, or about 25% of my followers.  Cumulatively, all three posts seem to ensure that about 2/3 of my followers will see at least one of them.

So, what do you do on the air or online that’s really important for people to know about?  One post about it won’t do it.  It’s more of a slog than that.  For a contest, programming feature, event or web page that you really want people to know about, it takes a commitment to multiple Facebook posts over time.

KEEP YOUR MESSAGE FRESH

In addition to scheduling updates about key topics over different days and different times of day, it’s good to change what you say.  This is not like running one piece of commercial copy over and over before you change it.  When there’s something you want to post about repeatedly on Facebook, you need to change what people see.   Change your wording slightly.  Change what picture or graphic they see.  Change what you link to.

If you post the exact same thing repeatedly on your radio brand’s page, Facebook will automatically show it fewer and fewer times.  Plus, people have a natural ability to unconsciously pick out things they’re not interested in, and just gloss over them online.

RESPECT YOUR FANS

There’s one thing that will cut down on your visibility more than anything else.  That’s when your Facebook fans decide to hide all your posts.  This almost always happens when you post too often.  There are no hard and fast rules about how often is too often.  People usually make that decision based on two actions:  1) when you show up too often on their Facebook news feed, and 2) when you post things that don’t have to do with your brand, or aren’t of interest to them.

SEND THEM TO YOUR PAGE

When you talk about your Facebook page on the air, don’t just say “Follow us on Facebook.”  Instead, give them the address for your unique page … “Facebook-dot-com-slash-Radio-108.”

Then, make sure you’re making the most of your brand page.  Keep your cover photo fresh and relevant and compelling.  Highlight your most important posts.  Do what you can to get people to visit your own page from time to time, instead of … perhaps … catching your posts in their news feed.

What do you think?  Feel free to comment below, or on the Chris Miller Digital Facebook page.

Got a question for me?  Let’s talk.

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