10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13

April 10, 2023Design ©2013 Social Media Examiner, Content Copyright Presenter • Do not distribute

10 Ways To Improve Your

Facebook ReachPresented by

Mari SmithPresented by

Mari Smith

Why is REACH important?

Radio station claims 200,000 listeners

TV station claims 2M viewers

Newspaper claims 150,000 readers.

100% accurate?! NO!

75% accurate? Good enough to make informed decision!

2Design ©2012 Social Media Examiner, Content Copyright Presenter • Do not distribute

Facebook reach

“Reach is probably measured way more accurately on Facebook than on any other media.” - Emeric Ernoultfounder AgoraPulse Facebook CRM Platform and writer for Social Media Examiner


Photo credit: www.chinwag.com (via Flickr)

FAN reach vs. Organic reach

Fan reach = # of fans of your page who have seen a post

Only available via the downloadable Excel file!


Fan reach vs. ORGANIC reach

Organic reach = # of people (fans and non-fans) who have seen a post

Visible under each post to Page Admins


Bonus Tip

Break news, be prompt, create highly shareable content relevant to your audience


#1 - Track TIMING & FREQUENCY

Insights – where are the “high traffic windows?”

Use a simple spreadsheet

Top reasons fans hide posts?Posting too often

Posting off-topic


Method of timing?

Spreadsheet example


Credit: www.getpostrocket.com

New News Feed

Implications of new News Feed design?Following feed

Interest Lists? (See #9)


#2 – Test audience targeting

Choose one or more filters:Gender

Relationship Status

Education

Interested In

Age

Location

Language

Audience size updates real time; minimum target is 20


#3 - Vary content type

Text status updatesShort vs long

Photos

Videos

Questions/polls

Milestones

Events

Offers


KEY POINT!

*NO* one size fits all

Must test, experiment, track and measure


#4 – Include CTAs

Calls to action

Two types:(1) SOCIAL calls to actionto increase engagement on Facebook

View full infographic at:http://bit.ly/social_cta


CTAs (cont’d)

(2) Calls to action to drive fans off Facebook: increase opt-ins, clickthroughs, salesClick here

Sign up today

Get your ticket

Join us at …

RSVP here


KEY POINT re CTAs

Make your CTAs crystal clear

Stick to one CTA per postNot, “Please add your comment, then share this post with your friends/fans, then click on this link and sign up … then while you’re there share some more!”


#5 – Boost your response time

Invest in passionate community managers

KEY = proper training: good customer service but also persuasive

Focus on PROMPT engagement

Replies to fan posts and comments = money in the bank!


Response rate stats

The volume of questions posted to Facebook has increased by 26% from Q2 to Q4 2012.

45% of questions that companies receive on social media are not responded to.

The average response time for companies on Facebook is 13.7 hours.


Source: sociallydevoted.socialbakers.com

“Socially devoted”

New standard of customer care in social media

What does it mean?Open to fans (wall on for fan/visitor posts)

Respond to >65% of questions on your fan page

Respond in a timely manner


Example: Samuel Adams


@ tag fans!

https://www.facebook.com/SamuelAdams


Top 10 Facebook brands

By answered minus unanswered questions

Notice all companiesare outside the U.S.!


Source: sociallydevoted.socialbakers.com

Mari says…

“Content is KING, but engagement is QUEEN and she rules the house.” @marismith


#6 – Pay for more reach

Promoted PostsPersonal profile

Fan page

Sponsored StoriesVideo Ads

Like Page Ads


#7 – Host events

“Office hours” / “The doctor is in”e.g. Reply to questions between 10am-12pm and 3pm-6pm

Friday expertA set time to drive larger amounts of traffic


#8 – Spotlight fans


Fan page Friday

“Promote your business”

Fan of the week

Purpose = to create goodwill/social equity; make the page about your fans, not you

ORGANIC REACH TIP!

Hosting a “Fan Page Friday” or “Friday Expert” session are both great ways to increase organic reach just prior to doing a big promotion!


#9 – Run a contest

https://www.facebook.com/gopro/


#10 – Build an Interest List


Populate with public profiles and fan pages

Center around relevant topics

Add your own page/profile!

Monitor regularly– Remove irrelevant content

• KEY: Must educate fans and friends to subscribe to the list and add to Favorites.

Facebook experts & resources list

• https://www.facebook.com/lists/10150585382860868

• 30,000 subscribers!


Bonus Tip: page post notifications


Helpful tools

• Page Analyzer• http://page-analyzer.dk/

• Edgerankchecker.com

• HyperAlerts.no

• ZuumSocial.com

• PagerLever.com

• Crowdbooster.com

• Infinigraph.com

• PolygraphMedia.com


Connect with Mari on these sites:

Facebook: www.facebook.com/marismith

Twitter: @marismith

Google+: www.google.com/+marismith

LinkedIn: www.linkedin.com/marismith

Mari’s website: www.marismith.com

Got questions?

10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13

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Transcript of 10 Ways To Improve Your Facebook Reach - by Mari Smith at #SMMW13