If you’re one of the countless
musicians, businesses or organizations that has a Facebook page, you’ve
probably noticed something disturbing: growing your fan base/audience is nearly
impossible beyond a certain point. Recent studies have shown that only 6% of
fans engage with a brand’s Facebook page. Why such a low number, you ask? Let’s
take a look at some of the reasons why your page has gone stale.
1.
You don’t pay. Facebook uses an algorithm that
favors people who pay to advertise.
Facebook is willing to work for their customers, but guess what? You
aren’t a customer. Facebook makes 95% of its revenue from advertising, and you
aren’t paying up. Paying even as little as $15 for a promoted post can boost
your posts’ outreach ten times over.
2.
You aren’t posting consistent, compelling
content. Your posts need to have consistent tonality and overall direction,
while still being varied enough to remain interesting and engaging. Your posts
can either enhance or confuse your identity.
3.
You’re not using mixed media. Facebook allows
for the posting of videos, links and pictures. Posts that feature media are
much more likely to encourage engagement than posts that don’t.
4.
You don’t focus on community. This is a SOCIAL
networking site, so when you use it as an advertising platform, you’re missing
the point. Instead of using the page like a soapbox, engage your fans and start
conversations.
5.
You aren’t engaging your fans. You’ve posted
something that has sparked conversation, but your work’s not done. Re-engaging
your audience is just as important as starting the conversation in the first
place. Comment on posts, answer questions, and offer your own insights.
6.
You’re ignoring your analytics. Facebook is nice
enough to give you detailed analytics on every page you create. See what’s been
working and what hasn’t, and make adjustments to keep your fans’ interests
high.
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