"Make Every Fan Count" is a great tagline for a new app that has been recently launched to help Facebook pages improve their engagement with fans. Some Facebook pages are too focused on gaining likes. They do not have enough focus on using their current fan base to spread the word about their business. Keeping a healthy focus on new likes should be balanced with looking after or engaging with existing fans.
Let us introduce you to Recommmend.ly, an app where you can sign up and learn some great tips and articles on what's hot on Facebook.
Recommend.ly team has developed two useful Facebook fanpage measurement methods that will help you look after your current fans, and indirectly grow your fan base. MORE ENGAGEMENT WILL GET YOU MORE FANS AND LIKES!
Take a look at ProfileTree's scorecard. Type in your own page and see how you compare.
No doubt you will be wondering what all these features mean. Let's step back to how Facebook controls a fanpage:
If 100 fans like your page - then they will get your updates for 1-2 weeks starting from the day they liked the page. If the 100 fans do not initiate any form of engagement with your posts -like, comment or share- Facebook starts to think that your posts are uninteresting to this person. Their system will start to show less of your posts to your fans.
Facebook customers are your customers. Facebook wants to keep people online as long as possible. They earn money from adverts that are being shown on its pages. If your posts do not engage or interest someone, then Facebook will start to show your posts to less people.
This is not a scientific explanation - more of a layperson's view, however, you should try to make the best out of it.
Over time you will find that each post is being seen by less and less of your fans. Your original number of 100 will drop to 80 then 70 and 60. Every day you post irrelevant updates or you forget to post, you risk losing more fans.
Facebook calls this system - Edgerank. There are some tools in the market that measure Edgerank for you but they tend to be expensive and offering too much detail than what most people want.
This is where Recommend.ly comes into the picture. In a few seconds it calculates your overall score - which gives a comment on the type of page that you run, along with a score of all your categories combined in a ranking. (ProfileTree currently ranks 90).
There are 4 main categories that Recommend.ly focuses on today:
1. Response to Fans - How often do you reply to your fans? Do you publish content that engages your followers? Do your posts invite them to comment, like and share?
Think about what your fans would like in their daily life as they chat with their friends and family. Do they seek your marketing message or your interesting videos and pictures?
Key Point - If you have time - reply to your fans' comments. This could lead to a conversation. You are building a relationship with your fans. It is like going into a local shop where the shopkeeper knows you are a regular customer and warmly greets you. You will always feel good about going into that shop, remember the friendly staff and would support them whenever possible.
Do the same on your page. Replying to comments builds a relationship and tells your fans that you appreciate their comments and their time engaging with you.
This will ensure that Facebook recognizes your active communication and ensures that fans get your updates longer. Through building this relationship, fans may recommend or share some of your content with their friends. This is where you can increase the number of likes on your page - through engagement with your current fans.
Look after the great fans you already have and they will look after you.
2. Broadcasting - How often do you post on your fanpage? You should identify a routine that works well with your fan base. How often should you post a day? Experiment and see.
Here in ProfileTree, we have between 3-4 posts a day, ideally 6 to 8 hours apart.
How will you get this timing correct? When you post, take note of the figure at the bottom of each post, (e.g. 5,200 people have seen this post).
Watch this figure over 24 hours. You will start to get a feel of the perfect social timing that works for you. Are mornings better than nights? Are you over or under-posting?. Is this count going down for you with every post?
If yes, it is possible that your previous post was not engaging enough for Facebook. Try something new!
Key point - Experiment! One time we posted the same post twice by mistake. This happened straight when we began launching our page. The first post was seen by 97 people, the second post -only seconds later- was seen by 91 people.
Every page is different, as are the fans. As yourself; are they online during office hours or after work? You need to think of time zones. Test, Test, Test.
Try and match the number of posts with the times you get the most engagement. This will ensure healthy growth of your fanpage.
3. Fan Love - This is a tough one. ProfileTree Facebook page has dropped from 30% in the past weeks to 25% ( we are blaming people being on holiday!) We will be back up over 30% soon, we are sure!
This is a key metric that is greatly influenced by how you interact with your fans. This is the percentage of fans who like, comment and share your posts.
There is no point in adding fans on one side of the table when you are losing them faster on the other end. There is no point in having 10,000 fans on your page. Sure it looks impressive for 2 seconds, but when you look at the number of likes, comments and shares, you would discover the grave imbalance.
A page with 50 fans could be more valuable and has a bigger impact for a business.
Key Point - A very important metric is to check your page performance against others and see how you compare, then work on keeping this percentage as high as possible.
4. Virality - How far do your posts travel? Do your fans share them? Do their friends engage with them? How far does your message travel around Facebook? Virality is not easy to get right. It takes time and practice.
Key Point - Think about what your fans would like to see in their newsfeed. Why did they sign up to your page in the first place? What have you posted that went well? Which one of your posts was not loved?
We have noticed trends in our posts and have found more things NOT to post than to post! Through this process of elimination you get closer to the end goal and give your followers the best information possible.
Review your best posts - tweak to improve these.
A combination of these scores gives your overall total. It's interesting to see how different pages with different goals fare. ProfileTree is ranked 90 as a "Conversationalist". This is a very good score but you shouldn't worry too much about it - the key points are in the 4 categories above.
Recommend.ly is an amazingly simple tool to use. By focusing on this scorecard you can improve the impact and "Return of Investment" ROI from your Facebook page while gaining new fans.
If you have a lower score - do not worry. The most important thing is to know what you need to do and how to measure it.
As ever - post any questions in the comment section below or on our Facebook wall - we love to help!
One last note - you should sign up for daily tips and advice from the Recommend.ly team. You will get impressive daily emails with pointers and reminders on how to improve our score for free.
What is your score on Recommend.ly? How do you find the tool? How do you plan on improving your score? Let us know!
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