Your business’s purpose is obviously to sell product. The purpose of your overall social media plan is to drive traffic to your website, or your newsletter, or wherever you would like your potential customers to land to purchase product. The social media plan per post, however, is not to drive traffic to your website, the plan per post is to drive engagement numbers up, so that Facebook’s algorithms know that what you’re posting is relevant to your fan base. As Facebook gages what is relevant to your fans, they will increase views on that post, and in future posts. This, in turn, increases the number of posts that your fans see that are driving them to your website (or newsletter, etc).
Facebook page’s reach per post is usually around 1% of your fan base organically. You can increase that number being reached exponentially if you purposefully create interaction and engagement on a post. Asking relevant questions, posting fan photos, etc, are strategies that can be utilized to increase that engagement. An important point: the more engaging posts are on a page, the more Facebook will serve future posts to your current fan base. So, if you have a sale coming up, making very engaging posts prior to announcing that sale and posting links to purchase (or similar type posts), will actually increase the number of fans who see those sales type posts. Facebook’s algorithms actually limit the number of your fans that see any posts that are sales in nature to less than 1% organically. That can be mitigated by having lots of interaction on the page prior to announcing anything or posting links to purchase products. Shooting for approximately 80% engaging content and posts, 20% sales type, call to action content and posts is a good rule of thumb in general strategy. If you are trying to get lots of fan interaction prior to new product announcement or other big announcement, at least 90% engaging and relevant content in the week or two prior is important.
It is often extremely difficult to gain back engagement numbers quickly, so if Facebook decides your information is not applicable or interesting enough to give to your target market in their Facebook feed, they will stop serving posts to your fans, less people will interact with your page, and then even less of your posts will reach your current fans and followers. That’s definitely the opposite of what you want.
How do you give fans and followers things of value (your products and services included) and make them want to come back for more? We’ll be talking about this next week in part 3.