Facebook has once again changed their EdgeRank algorithm. The result has been an increasingly limited reach for Pages. While the average drop appears to be about 6.5%, some Pages have experienced up to a 45% loss in how many followers are seeing their posts. Ouch!
The type of update seeing the biggest hit is, of course, links. Sharing your latest blog post on Facebook isn’t as effective as it used to be. As with any detrimental change, we find clever ways to adapt. Below are a few suggestions I have read and experimented with the past few weeks.
1. Start a conversation and link to your post in the first comment. This needs to be done immediately or followers may miss your follow-up link. I can’t say I’m a fan of this method as your followers will need to perform an additional click if there are multiple comments. Therefore, you can’t be entirely sure if they saw the follow-up link or just the original update.
2. I have witnessed numerous Pages sharing their links within an uploaded photo.
3. I have seen a jump in my views after experimenting with the timing of my posts. I have been receiving far more views and interaction from evening updates than my usual early morning posts. With Facebook’s scheduling feature, there is no reason not to try different time frames.
4. Speaking of scheduling, ditch the third-party apps. Services like Buffer and NetworkedBlogs have been penalized by EdgeRank for quite some time. Spend the few seconds to create an update manually. You can schedule them for future posting within Facebook if needed.
5. If you want interaction, ask for it. A strong call to action goes a long way. End your update with a request such as:
- Like this post if you agree
- Share this photo
- Would you try this method? Yes or No?
6. My strongest suggestion would be to continuously encourage your readers to join your email list. Do not assume they aren’t interested. Maybe they weren’t at first. But after following you for awhile, now they are. If you are using AWeber, they have an app available that will easily create a Tab and opt-in box on your Page. And, you own this list. If AWeber goes out of business, I can pack up my email subscribers and find a new service without any interruption to my readers. If Facebook would decide to make Pages a paid service or Facebook marketing would become less effective, you cannot simply download your followers and head over to another social networking platform.
Free services may work short-term but you should not build your business around them. You do not own your Page, therefore you should always focus on and build up those things you control – your self-hosted website and your email list. (If you do not yet have a premium newsletter service, you can get started with AWeber for only $1.)
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