Facebook News Feed Optimization

Last week, I introduced you to Facebook’s EdgeRank algorithm. EdgeRank determines which content will make it into users’ News Feeds. Today, I will discuss News Feed optimization, and share some steps that you can take to make sure that your content shows up in your users’ News Feeds.

1. Get some quality likes. What is a quality like? It’s a like from a user who is actually interested in your content. A quality like comes from someone who will read your status updates, view your photos, and comment on your videos. As I discussed in my last blog post, EdgeRank is determined by how many people interact with your content, so having 500 likes isn’t worth much if those users aren’t interested in your content. How do you get quality likes? Ask your existing customers to like your Facebook Page. Include a like button on your website and in your email newsletters. Put a link to your Facebook Page in your email signature. Another way to get Facebook likes is to have a contest. You can email existing customers and let them know that if they like your Facebook Page, they’ll be entered to win a prize. If they are interested in your products, chances are good that they’ll want to participate in the contest. (Before you run a contest, take a look at Facebook’s guidelines regarding promotions.)
2. Share some quality content that users will comment on, like, or share with others. Again, when users interact with your content (through likes, comments, etc.), this affects your EdgeRank. To keep your content showing up on your users’ News Feeds, you need to keep your users engaged. If you’re just starting out, asking questions is a great way to get your fans to interact with you. People like to talk about themselves and they enjoy sharing their opinions. People also love deals. If you are having a sale, let your Facebook fans know about it, and be sure to include a link for them to click. Photos and videos are also very appealing to people, especially when they’re unique and original. In the example below, SureFire, LLC posted a collection of stunning photographs of people in nature using their SureFire flashlights. The pictures got quite a few comments and likes from SureFire fans.
   
3. Keep the conversation going. If someone posts on your wall or comments on a picture that you shared, respond to them with a comment. Even negative comments that people share contribute to your EdgeRank in a positive way, and they’re an opportunity for you to engage in a dialogue with existing and potential customers.
4. Connect with other companies on Facebook, and establish mutually beneficial relationships with them. If you are a uniform retailer, you can like the Facebook Pages of other companies that you work with, such as uniform manufacturers whose products you sell. When they post great content, you can comment on it or share it with your own followers. That company will most likely appreciate your support, and they may even like your Facebook Page in return. Companies that work together can help promote each other’s content. It’s important to remember, however, that very salesy messages are not going to help you on Facebook in the long run, because your followers are probably not going to respond or interact with that type of content. Be genuine and share great content.
5. Be timely. Relate your content to what’s going on in the world. If there are major thunderstorms going on, maybe that would be a good time to post a video highlighting and demonstrating your waterproof jackets. Holidays are another great way to keep your messages fresh. National Nurses Week happened recently, and many of the scrub companies that I follow on Facebook tied that into their Facebook content.

Give these steps a try, and you’re sure to see improvements in your Facebook Insights. If you are a UniformMarket client and you’d like more help or guidance with your social media efforts, please email me at emily@uniformmarket.com!