Creating and managing a Facebook page via community management is a great way to drive traffic to your website, promote your company’s news and increase your Facebook audience. On the other hand, with the rise of its paid advertising system, Facebook has modified its display algorithm in order to give less importance to company pages and to put more emphasis on sponsored links in user’s news feeds. Community managers must therefore review their strategy to ensure a constant flow of new fans and visitors. These tips will help you boost your traffic without having to sink into “Black Hat” practices (which we will also talk about in this article).
1 / Identify the most popular formats
All studies will tell you, including Facebook (yes sir!); accompanying your publications with photos dramatically increases their click-through rate. It is obvious that a photo (especially one with vivid colors) will better attract the eye of Internet users. If you do not have a picture on hand, you can get some using the royalty-free image banks (Fotolia, Stock.XCHNG, Everystockphoto) or even insert your text in an image format (jpg, png, gif..) with the use of image creation software (Photoshop, The Gimp, Picasa, PhotoFiltre Studio).
2 / Publish your content regularly
The number of daily publications suggested for companies varies depending on the type of information you relay. For most pages, it is advisable to publish posts between once and twice a day; while some sites, including news sites, can go up to three or four times a day (maximum 4 times a week). It is not advisable to publish more than this limit so as not to over-solicit your fans and be considered spam. In the same way, avoid publishing for the sole reason of publishing. Your fans follow you because they appreciate the quality of your content but they will not hesitate to stop following you if the quality of your publications decreases. It’s better to publish quality content twice a week than to publish low value content everyday.
3 / Don’t forget to be funny
Facebook is a social network used mainly to relax and socialize, rather than listen to the pod cast about the new ISO Mach 3 Chester Wood standard that your boss kindly invited you to listen to. Try to adopt a light and original tone to encourage users to like and/or share your publications. The goal is not necessarily to create the buzz of the century with each of your publications but the most shared posts are often focused on humour or a new trend.
4 / Choose the timeframe of your publications
It goes without saying that publishing your content at 3am will not have the same impact as between 7pm-8pm (at least for news blogs) or between 12pm and 2pm. Statistics show that Facebook (and Twitter) users tend to click the most between 12pm and 2pm as well as during the late afternoon. Wednesday and weekends are also the days when pages often record the most clicks. If you are publishing your content in multiple countries, be sure to consider the time difference before you start publishing. If you do not have the time to be on the lookout for posting your publications at the right time, know that many tools (free or paid) are available to automate this process (Hootsuite, TweetDeck, Netvibes).
5 / Analyze your audience
The tips listed above will help you improve your performance but keeping track of your statistical data is one of the most effective ways to know your fans’ habits and the success of your publications. Indeed, many companies and bloggers invest a lot of time and money to publicize their activity without even taking the time to analyze their results! How can you assess the mine of information offered by My Little Big Web if you do not monitor the impact of our advice on your traffic? 😉
6 / Like for like websites
A sensitive subject: Should we use the services offered by sites such as LikePlus, Look4likes, Like-Exchange etc.? If Mark Zuckerberg were behind my keyboard, the answer would be NO! But he’s not there (at least I do not think so). To be objective and without trying to spread a “morality of the web”, we can admit that these services can prove effective if your goal is to boost the number of your likes/fans in a limited time. These services are based on the exchange of likes: following your registration, you will have to fill in the address of your page before accessing a page that will ask you to like other user pages. On each page you “like”, you get new one “like” in return.
Apart from the fact that Facebook condemns this type of process, the commitment of the “fans” you get will be less important (or non-existent) compared to the natural method (content publication, users actually clicking on the “like” button, interactions between subscribers, etc.). So it’s up to you to decide if quantity matters more than the quality of your audience.
7 / Seek out audience interactions
As explained earlier in this article, Facebook has revised its algorithm to vary the types of publications displayed in the news feed of visitors. One of the components that influence the sharing of your content is the reaction it provokes. Try to insert incentives for interaction by asking users questions, their opinions, or by inviting them to share the information.
8 / Utilize all resources you have available
This may seem obvious, but many companies don’t use all their existing media to promote their Facebook page. You can of course insert a link on each page of your website (or a Like Box) but also in the signature of your emails, your newsletters, your e-mail campaigns, or even insert a pop up (just don’t be too intrusive) at the bottom of the screen.
9 / Advertise on Facebook to increase your audience
If you want to send a notification to Facebook users to invite they to like your page, you must first have them in your contacts. Therefore, if you have created a Facebook account on behalf of your business (even if you have few contacts), you may not reach the number of people you really want to. So the best way is to opt for paid advertisements offered by the social network itself.
We hope that this article has brought you all the information you were looking for. If you feel an almost uncontrollable desire to share it on the walls of your social networks, do not torture yourself any more and yield to the temptation by clicking on the buttons below. You will be immediately redirected to your Facebook interface, Twitter, G + etc. 😉
If you liked this article, you might like this one: Google+ is not a second Facebook.