I used to think everything I published on Facebook reached all of my friends, and I assumed the same for Adobe’s brand page content. Heck, I’d bet many of the executives us social media managers report results to think all of our content reaches all of our fans. But alas, it does not.
Earlier this past Fall, there were lots of discussions about EdgeRank, and how brands aren’t able to get their Facebook posts to reach more fans. Some folks suggested Facebook is nefariously dubious in changing their algorithms. I, however, tend to side with Mike from PostRocket on this: Facebook changes their algorithm all the time; they do it to help the user and not to penalize brands or make them spend more. Mike’s advice is good, “Stop complaining and produce better content. Trust me, you’ll be rewarded.”
So let’s assume you are taking great pains to make your Facebook page posts more readable and followable, but you still want to ensure they are reaching as many fans as possible…what can you do?
Take a look at Facebook Interest Lists
Facebook Interest Lists were launched in early 2012. This feature encourages fans to make Interest Lists for pages whose content they don’t want to miss. It’s like a personalized newspaper of sorts, for users to follow certain topics. (Not far off from Twitter lists.)
It’s important to note that Facebook Interest Lists don’t appear to affect EdgeRank (from what our Edelman Digital agency team saw in their research), but it does appear to be a great way for users to bypass Facebook’s auto-processes to ensure they receive all of a company or brand’s content.
Step 1: On any page, click the gear icon next to the “Liked” icon (lower right of main profile image)
Step 2: Add to Interest List
Step 3: Like, share and interact with the content!
Additionally, soon to be everywhere on Facebook (we think…), the new “Get Notification” feature.
This has been available on personal pages but just recently rolled out for some brand/company pages (though not all pages have this feature yet).
When users click to receive notifications from a brand page, they’ll receive both a desktop notification (if on Facebook) and a mobile alert. Great for fans who don’t want to miss a thing, and incredibly useful for social media managers when there are real calls-to-action posts.
Is your company doing anything else to help ensure your fans are getting all your Facebook posts? Let us know in the comments.