The more people who are interested in your content, or the more people who have had a positive experience with a product or service relating to the content, the more Likes it will receive, and the more prominent it will be in the News Feed. However, before you can get to the Like you have to reach your audience.
1. When and how often should I post content?
In order to optimize, you'll need to determine when your fans, friends, and prospects are most likely to be logged on and using Facebook. If your customers are teenagers, for instance, you shouldn't share content during weekday mornings and early afternoons, when they're at school. If you are targeting a 9-to-5 office crowd, sharing content in the morning may be to your advantage because many Facebook users in this audience are likely to check their pages as they settle in at their desks. Or if your customers are mostly teachers, you'll want to share updates between 3 and 5 p.m., when they're likely working but not in front of their classes. In general, however, more users are logged in on weekend days and fewer companies are working then, so weekends are the best time to share content.
2. Do these users interact with me often?
If a user Liked your page through a Facebook ad but never actually visited that page and didn't have friends who interacted with your page, that user is not likely to see any of your content updates. If a user visits your page from time to time, has Liked the occasional post, or has even viewed photos from your company, your chances of showing up in his or her News Feed increase dramatically. Keep this setup in mind because this is why getting Likes initially on your content is so very important--once you get someone engaged, a dialogue between you and the consumer or prospect is created, one that can be built upon and continued.
3. How interactive are the engagements with the post?
This is the simplest and most worth focusing on. Facebook's algorithm determines the level of interest or relevancy of an object based on the number of comments and Likes it receives. The greater the response to the object, the more likely it is to show up in users' News Feeds. Of course, this is a powerful momentum-gathering, cyclical concept: If a piece of Facebook content receives enough comments and Likes, it will rise to the top of users' News Feeds, where it will be more likely to generate an even greater number of positive responses. If, on the other hand, the content doesn't quickly catch on, it won't rise to the top of users' News Feeds, and it will remain virtually invisible.
4. Have I boosted the post?
One foolproof way to get your content seen is to boost the post. At Likeable Local, we've found that an investment of even just a few dollars to boost a particular post can result in thousands of people seeing that customer's content. Facebook's new algorithm makes it more difficult for people to see content organically. The first three factors are still very important, but post boosts are increasingly important.
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Now it's your turn. How will you make sure your business gets the most out of Facebook? Let me know your thoughts in the Comments section below.