May 25, 2017
Working with the Facebook
Hosted by Justin Shoup and Vince
- What is the Facebook algorithm?
- Facebook has developed an ever-changing
algorithm that determines what posts take priority in a user’s
- According to Facebook “the goal with the news
feed is to show people the stories that are most relevant to
- Facebook attributes each post a relevancy
score: When was it posted (recency), who posted it, what type of
post is it, interactions with the post. Then, they order your
newsfeed based on this relevancy score.
does this mean? Basically, a user is more likely to see a post that
is newer, is posted by a brand or person that they engage with
(react, comment, share, click) often, has a lot of engagement, and
is a type of post (text-only, article, video, photo) that
user engages with more often than others
- Unfortunately, this means that not all of your
Facebook fans are going to see all of your posts on their
authentic, engaging content
- Images of customers, staff,
your audience questions
content relevant to your community like tips and articles. You are
the expert - share your knowledge!
posts from other local non-competing businesses
a mix of different types of content
seems to be prioritizing these posts types recently.
- Incorporate video and Facebook Live
ask people to comment, like and share directly. This used to be ok
and encouraged, but Facebook no longer likes this.
try to game the system
what should you do? Let’s start with the
basics on how you can work
with the algorithm to increase your reach
- Look at your Facebook insights on a regular
types of posts are getting the most organic engagement? Text,
images, videos. Increase the amount of these types of posts that
go a level further: What types of images are getting the most
organic engagement? Are they pictures of people, pictures of new
products, etc. What text gets the most engagement? Is it fun, spur
of the moment comments about something going on in the store? Is it
questions to your audience? Is it a fun fact about an employee?.
Increase the amount of these types that get more
at when your audience is online and see if you can find a trend on
what time of day/day of the week you get more
a mix of engaging content
at your insights to determine your strategy
email, website, other social networks, and in-store signage and
conversation to drive traffic directly to your Facebook fan page.
All of your posts will show directly on your page, so you don’t
need to worry about the algorithm if you can’t get people directly
to your page.
- Occasionally use Facebook ads/boosted posts to
get your posts in front of your fans.
- Newsroom.fb.com is where FB announces algorithm
- Remember, Facebook should not be your only
marketing outlet. Diversify. Email should be first and foremost.
Then, where are your customers spending time? Be sure to post there
too (Twitter, Pinterest, Instagram, SnapChat in addition to