5 Ways You’re Ruining Your Facebook Engagement
Facebook is constantly improving their algorithm for what is displayed on the News Feed, just like Google is constantly improving its search algorithm. After all, if you saw everything your friends and the pages you’ve liked were posting on Facebook every time you logged in, you would never be able to stop. Like Google, Facebook has had to employ measures to get rid of spammy content - posts it calls “click bait” which are of low value to the viewer and exist simply to earn clicks and make these content publishers money for the ads served up to these captive eyeballs. That’s why so often you leave Facebook to land on a post that makes you click “Next” 20 times to see a whole gallery of images - every time you click “Next,” new ads are served, giving the publisher more and more impressions.
Unfortunately, Facebook’s attack on click bait has had a negative impact on businesses with legitimate, non-spammy or click baiting posts. These posts are being served up to fewer and fewer of your fans. Many businesses have noted that their engagement is in the toilet; 10% or less of their fans ever even see their posts. Your Facebook engagement is probably similar.
However, some businesses do things that essentially amount to shooting themselves in the foot. Are you ruining your Facebook engagement without even realizing it? If you do these things, you probably are:
1. Only Updating During Business Hours
It may be most convenient for you to share your updates from nine to five, Monday through Friday - but that doesn’t mean that’s the time when it’s most convenient for your fans to see them. Instead, share on Saturdays - you’ll compete less for your fans’ attention at a time they’re more likely to be wasting time on Facebook. Use Facebook’s pre-scheduler to make this simpler.
2. Buying Fake Followers
Buying fake Facebook followers? Congratulations - you’ve just expanded the pool of followers who will never care when they see your updates served up to them! Now that the percentage of your followers who get to see your updates has fallen, it is more important than ever to make sure your fans are highly interested in your updates - even if that means less fans.
3. Asking for Likes, Comments, and Shares
Facebook’s News Feed algorithm is mysterious, and nobody except the Facebook engineers really knows how it works. However, there is one thing we do know - more engagement means your posts will reach bigger audiences. This is because Facebook wants to serve up content its visitors will enjoy so that they return to the site. If your posts get a high ratio of engagement to views, it must be good content - a greater percentage of those who saw it liked, commented, or shared.
But when you ask for engagement, you are effectively manipulating this system. You are asking people to do something other than follow their natural engagement patterns. Facebook doesn’t look kindly on this.
4. Sharing the Same Stuff the Same Way
It is reasonable to share your content more than once; after all, most of your fans didn’t see it the first time. But if you share it the exact same way, more than once, what makes you think that anyone who didn’t engage the first time will engage the second time? Change up the description, the picture, even the title and meta description if you are sharing a link. Viewing the same posts from new angles will make old content seem new again.
5. Not Keeping an Eye on Insights
Never stop experimenting. Unless you are psychic, you do not fully understand your audience and what they will respond best to, so don’t even try. Instead, just try all kinds of different posts - and learn from those that do best, and those that flop. Take note of the time of day and day of the week you share; whether a post is a link or just a standard post; even the color of the photo might make a difference. When something works, keep doing it - chances are you can repeat your successes this way.
Are you guilty of some or all of these Facebook engagement missteps? That’s okay - now you know what to change. It’s never too late to recover your engagement, as long as you try.
What other strategies have you found to work for improving your Facebook engagement? Comment below - and of course, share and vote for this post. Good luck!