Greetings, dear readers! Are you satisfied with your success on Facebook? Are you satisfied with the number of fans on your page? Would you like to increase user activity and get more likes, comments and reposts? If you answered yes to at least one of these questions, then you are in the right place, so read on.
This article is a logical continuation of the article ““, in which I talked about how everyone can easily and simply improve their Facebook page. After you have gone through all 10 steps and prepared the page, it is likely that you will begin to think, and now what to do with this page, what and when to publish on it? We will definitely deal with this. At first, I wanted to fit everything into one article, but there is too much information, so I will devote the following several articles to this topic, where we will analyze everything in detail and consider many real examples of successful promotion on Facebook.
Before we begin to think about what to publish on Facebook in order to achieve excellent results, I want to tell you how Facebook works so that you can further apply this knowledge to improve the performance of your page. Our goal is not only to learn how to drive a car, but also to understand how it works, so that in case of any junk, we do not stupidly look under the hood, but clearly understand that it is junk and how to fix it so that we can go further.
Let's start from the very beginning. I warn you that the article will be informative and voluminous, so get ready for a long read and go for a tea with a cookie :))
Introduction: some statistics
If you have a young page, then, most likely, silence or low activity on the page can cause you irritation and indignation, and sometimes the desire to quit and concentrate on something else. Itself went through this and therefore is very familiar with this feeling. When I first started, there was not much information and I had to learn everything by trial and error. Previously, there was less information about Facebook, but the competition in the readers' news feeds was not so high. Think about how huge Facebook is - at the end of last year in the social network there were more 25 million business pages and 1.26 billion users.
Guys, see the latest stats here:
Just 4 years ago, the average Facebook user’s list of likes had about 4.5 pages, when today their number is already more than 40! US page record holders are US users - they average about 70 pages like. In the past, pages were not updated as often - only about five times a month, but today the number of posts increased to 36 per month, i.e., on average, pages are published more often than 1 time per day. Given the fact that the user is a fan of approximately 40 pages, each of which makes about 36 publications per month, then more than 1,440 competing publications per month appear in the user's news feed, or at least 40 per day.
Life example: I decided to conduct a small investigation and check how many likes I have and with very active and weakly active friends. I found 78 like pages at my place, that is, I even outdid the Americans :)) But what was my surprise when I found that most of my friends have likes well beyond 100, and some have more than a thousand. Given the fact that users also have friends, imagine now how hard it is to break into such a loaded feed!
It’s not easy to break through, of course, but some do. How do they do it?
How does facebook work?
Which publications appear in your news feed defines the secret facebook algorithm. I will not go into details, since this topic is quite voluminous and you can write 10 separate articles about it, I just want to briefly explain what the essence of this algorithm is.
According to Facebook, every time you go to the social network, there are more than 1,500 news items (friends' posts, updates to liked pages, event information, recommended pages, advertising, etc.) that Facebook can show you. It’s clear that no one will view such a quantity of news in chronological order, therefore an algorithm is needed to show you those news that should interest you more than others. Thus, out of 1,500 potential posts, only 300 will appear in your feed.
How does Facebook decide what a user might like?
Facebook constantly looks at how you interact with content:
— how often do you interact with the publications of a specific friend, page, or celebrity (for example, an actor, singer), that is, if you often communicate, say, with Masha, then Facebook considers Masha to be an interesting person for you and will push the Publishing Machines in your feed more, as you show more interest in her than, say, to Pasha. The same thing applies to pages.
- the number of likes, reposts and comments on the publication by all users and by your friends. The more activity on a particular publication, the greater its value and, consequently, the more likely it will be in your feed, especially if your friends have shown interest in this publication. This attracts like, therefore, if you publish high-quality and interesting content that people like, it will gain more and more likes, because because of these same likes, it [content] appears in news feeds of an increasing number of users.
— how often do you interact with a certain type of content (regular status, link, photo, video, etc.). Facebook also pays attention to what publications you prefer, like them, commenting on them, and push similar publications above in your news feed.
Tip: That is why you should publish heterogeneous content, and not focus only on images, as many do and are very mistaken. By publishing publications of the same type, for example photos, you miss those fans who, for example, interact more with simple links or statuses, since photos will get much less often in the feed of these people.
— how often do users want to hide your posts (no matter personal or publication page) or worse complain about them as spam. This element of the algorithm was added less than a year ago, encouraging pages to publish better quality content. Previously, negative reviews were simply not taken into account, but now they have a fairly large impact on whether or not your news will appear in user feeds.
I wanted to briefly talk about the algorithm, but somehow it doesn’t work out briefly. I think this is quite important information, so you, as a marketer, need to have an understanding of how Facebook works. The algorithm is constantly updated and supplemented, so you need to be aware of such updates in order to use them for the good of your page and achieve better results than competing pages. If you are interested in this topic, you can also read the following articles:
With the algorithm at this stage, I think everything is clear. Now I want to talk with you about statistics, or rather, its most important indicators, which speak about the success of your work. Unfortunately, many marketers are mistaken in what is really important and are not directing all their efforts in the right direction.
Facebook statistics: what you need to pay attention to?
Very often, page managers set themselves the goal of having as many fans on a page as possible. Fans, of course, are needed, otherwise why would we even need a Facebook page? But fan of strife. Sometimes it’s better to have 10 fans who will actively interact with your page than the 1,000 inactive people who have your page drummed, so to speak. Honestly, I never understood why some managers buy fans, buy likes and comments? All these are too short-term strategies that will not bring much benefit to either your page or your business.
Think about why you need a Facebook page?
You must have some specific goal, otherwise all your efforts will not bring the desired results and along the way you just get confused. If you have a store, then most likely you want to attract more customers and, accordingly, increase sales. If you have an organization or association that is involved in helping people in distress, then you probably want to attract more attention to your activities and, thereby, get more resources for its implementation. If you are a singer or an artist, then you probably want you to have more fans of your talent and be able to sell more discs or paintings. Say what you like, but behind any Facebook page or Twitter account, there is one final goal - to sell more. Everything else is just methods that, sooner or later, should lead to the desired end result - to increase sales / conversions. How can I sell more? The options here may be different: attracting the attention of potential customers, increasing the loyalty of existing customers, increasing the frequency of sales, etc. Here you yourself decide what works specifically for your business or organization. Unfortunately, many people often forget about the final goal and all activities on Facebook rush to get “I like” marks, which stops at all, because sales are not increasing and in the future this strategy leads to the conclusion “Yes, this is your Facebook nonsense doggy! He’s not working! ” I heard it a thousand times, and therefore I want to draw your attention to such a development of the scenario, so that you avoid the same fate and that you do not have to be disappointed and spend a lot of time and money and redo everything.
So, always keep in focus why do you need a facebook page and as soon as you notice that things are not going as well as we would like, be sure to remember the main goal and think what method is best to reach it.
The indicator you should pay attention to is not the likes on the page, but user engagementand another metric that you will learn about below. As I said above, engagement determines the likelihood of a publication getting into the news feed of users. There is a simple pattern: the more engagement among users in relation to the publication, the more likely it is that new fans will see the publication, which, in turn, will increase engagement again and so on, until the post expires.
What is engagement?
Involvement can be of two types:
- Involvement in a specific publication. It is not at all difficult to calculate it (see the formula below). In new Facebook statistics, this metric is automatically calculated, so you just have to analyze it.
- Users Involved, i.e. a unique number of people who clicked, liked, commented on or shared your posts within 7 days.
You can find this metric on home page statistics "Overview".
The figure itself involved users individually does not give anything, so it must be correlated to the number of fans of the page. In the example above, I provided a screenshot with my new facebook page . As you can see, the page has only 30 fans, and the number of users involved is 13, that is, the involvement is about 43%, which is a very good indicator.
Another important metric that I want to draw your attention to is the Discussion metric.
What does the “People Discussing That” metric mean?
The Discussion metric is public, that is, each visitor can see how popular your page is by looking at the Discussion tag, which is located under the name of the page.
This metric is much larger than the involved users, as it includes more elements. But first things first. Let's start with the definition.
"People discussing this" = Users Involved (likes, comments, reposts, everything except clicks) + Other page activity (mentioning the page, location marks (check-ins), user postings on the page, etc.).
“People discussing this” includes all types of interaction with the page except for clicks (which are considered in the users involved, but are not taken into account in the “Discuss” metric):
- new likes on the page;
- publications on the wall of the page;
- likes of publications;
It seems that every Internet user knows about Facebook today. Books are written about him, films are made about him, he is mentioned in almost any modern television series. Nevertheless, the questions of what Facebook is, and what is its phenomenon, continue to be asked by millions of users around the world.
How Facebook appeared and what is it
The American Facebook site is the most popular social network to date. The number of its active users is more than 1.3 billion people - a striking figure even for the Internet. When Mark Zuckerberg and his Harvard comrades created the social network back in 2004, it was impossible to imagine how much it would eventually grow. At that time, Facebook, or rather, Thefacebook, was designed exclusively for students of American universities. And only in 2006 were all Internet users who reached the age of 16 able to use it.
Like any social network, Facebook is a resource whose main goal is to ensure user communication. Each new member of this huge Internet community must register to use all its features. The more reliable data the user indicates, the more likely they are to be found by friends / acquaintances / colleagues / relatives. In the future, account owners choose an avatar for themselves, publish photos, share links and, of course, communicate with each other.
Today there is both a web version of the social network and separate applications for mobile devices. By the way, statistics show that Facebook participants prefer to use mobile versions site. Indeed, it is much more convenient - mobile phone or a tablet more often is at hand than a laptop or computer.
Social Network Features
With the growing popularity of the site, the leadership thought about creating the most “comfortable” territory for virtual communication. It became clear that restricting oneself to banal private messaging is unacceptable if you want to keep the attention of users. Therefore, in the social network there were walls on which you can leave notes, photo albums, comments and legendary “likes”. It was the appearance of “likes” in 2010 that markedly distinguished Facebook from the rapidly growing list of social networks. With their help, users can designate published material as liked. Thus, “likes” became an evaluation tool, and later even began to be used in the algorithm for selecting the recommended information for each individual account.
It is impossible to imagine Facebook without applications that were first launched in 2007. The manual enabled third-party application developers to create and promote their products, while making a profit. Today there are so many games and add-ons in the catalog that users have to carefully read the description of each in order to understand how interesting they are. Almost all applications are duplicated in Google play and AppStore and are synchronized with web versions, saving the results of players. Thus, users received fascinating "killers" of time, Facebook - the interest and activity of visitors, and programmers - work and material benefit from their favorite business.
Finally, we must not forget about such an important part of the social network as groups and pages. These communities immediately began to be popular. They are created in order to unite users according to their interests, belonging to certain areas of life, etc. Naturally, each community publishes posts on a specific topic, fueling the interest of participants, drawing their attention. Particularly the issue of user activity concerns brand owners who launched their Facebook page. Their task is to expand their consumer audience and beautifully advertise the goods / services offered. Today, hundreds of thousands of brands use Facebook as an advertising platform, and, as practice shows, the results of such PR disappoint quite rarely.
So, the question of what Facebook is can be answered for a very long time. The history of this social network and its creators is interesting in itself. Not to mention the opportunities that it gives Internet users.
Once again, we admit: Facebook infuriates. It is so enraging that we even wrote about how to set up a social network so that it ceases to enrage. But this is not enough: some really convenient functions are hidden so far away because of the inconvenient interface that they cannot be found the first time, some seem to be not specifically reported by Facebook. For those who have not yet delved into the settings of the social network, Medusa publishes 14 small tips (and life hacks) that will help you feel like a professional Facebook user.
1. Have you seen a comment recently but can't find it? Look in the action log
Please note that only a link is added to bookmarks, but not a post with it; if you want to save the entire posts, then create a closed group for one yourself (or add friends there) and share publications in this group.
6. Tired of skype? Call via facebook
The Facebook messenger has the ability to make video calls, and this function works no worse than its counterparts in Skype and other applications. Moreover, you can call both from mobile applications and from a browser.
7. Around beauty? Publish a 360-degree shot
For several months now, Facebook has been able to upload and view spherical panoramas. In Android, they are made through the corresponding function in the standard camera application, in iPhones - using the free google apps Street View ( step by step instructions can see).
8. Tired of an avatar? Upload video
Mobile facebook apps allow upload a short video as an avatar. After that, people who log into your profile (it doesn’t matter - from the phone or from the computer) will see how you make faces.
Improving Mobile Profiles
9. Enrage video? Turn off auto play
By default, Facebook starts playing videos that come across in the stream. But in the settings of the site and mobile applications, you can turn it off,
10. Tired of spinning the mouse wheel? Scroll through the keyboard
The web version of Facebook has the ability to switch between posts in the feed using the J (next) and K (previous) buttons. Likes can be set with the L button, shared with the S key, and if you press?, Facebook will display all the hot keys.
11. Write in BIG FONT
If you write a very short post with mobile app, then it will be displayed in large font in the mobile stream (but in the web version the text will be of normal size). How short should the post be? You will see this as you write.
From time to time, Facebook offers to look at the posts and photos that you posted on the same day a year or several years ago. But you can not wait for a reminder from the social network, but look
Dear friends, I continue my acquaintance with social network Facebook I could not find normal instructions for its use. It is necessary to understand everything using the “scientific poke” method. In this post I plan to collect the knowledge gained about working on the social network Facebook. It should be a fundamental manual for beginners.
I want to clarify right away, much of the above is more of an assumption and cannot be a statement of fact. In other words, in the post I set out as I understand it. It is possible that by joint efforts we will be able to clarify and even supplement some of the nuances. If you figure this out, let's get started.
User profile
There are many account options on Facebook: profile, page and group - maybe there is something else. Let's start with a user profile. You can add it to friends and you can subscribe to it. In this case, only one of these options is selected. Then you will understand why.
Add as Friend
Friends - this is a list of users to whom you sent a friend request by clicking the " Add as Friend"On their profile page. In this case, the user must confirm your request. He may also refuse friendship or complain about your request. It should be noted that such a complaint may cause the suspension of your account.
Until the user confirms the friendship with you, you will not be able to see his statuses, photos, etc. in your news feed. By the way, on Facebook there is the so-called friends limit. If I'm not mistaken, it's about 5 000 . So it’s not always possible to add someone as a friend. If you need to attract many users better or. There are no limits for clicking the Like button.
The button “Add to friends” itself is only on the user profile. The “Friends” tab is present on the page of each user profile without fail. It cannot be moved or deleted.
At the same time, you can add the user as a friend, but unsubscribe from his messages. To do this, you need to go to the user profile page, hover over the button " Friends» (it will be checked) and click on the item “ Show in News Feed», Thereby removing the checkmark.
It should be noted that friends can be sorted into groups. These can be standard groups from "Limited" to "Close friends", or maybe a group of friends you created. This way you can only read notes from the appropriate group of friends.
Wink
Another interesting thing that works only for friends. You can " Wink" to my friend. This is something like: "hey hello." In this case, the user will receive a notification and will be able to wink in response. Something like: "hello, good to see you."
As far as I understand, this way you can wink forever, and all winks will be displayed on the page of the same name until you delete them.
Subscribe
Here it is worth separating such two concepts as “subscriptions” and “subscribers”.
- Subscriptions - This is a list of users whose statuses, photos, etc. of which you have subscribed, by clicking the "Subscribe" button on their profile page.
- Followers - This is a list of users who have subscribed to your statuses, photos, etc. by clicking the "Subscribe" button on your profile page.
The “Subscriptions” and “Subscribers” lists have nothing to do with the “Friends” list. In order to subscribe to a user profile, you do not need to add him as a friend and wait for confirmation of friendship. At the same time, the user must activate the subscription function itself, which is disabled by default.
In order to activate subscription function Click the down arrow icon. It is located in the upper right corner, on the blue bar of the menu. In the menu that opens, select "Account Settings." On the page that opens, in the left menu, select the "Subscribers" item. On the "Subscription Settings" page that opens, check the "Enable subscription" checkbox.
By default, the “Subscriptions” and “Subscribers” tabs, with a number, photos of users or their number, are absent. In order to add tabs “Subscriptions” and “Subscribers” open the list of tabs and click the plus sign (+) icon at the empty tab. In the list that opens, select the appropriate item, thereby adding a tab to your favorites.
Facebook Page
Facebook pages are a great tool for finding new users and communicating with your existing audience. Becoming a Facebook page is a long and painstaking process, but it's worth it. In order for the page to have a beautiful address, you need to type 25 Like, and in order to make statistics available 30 . Unlike user profiles, where there is a limit on the number of friends, the number of “Like” marks is unlimited. We will deal with this function in more detail.
I like
On Facebook pages, only the “ I like". In terms of functionality, it is very similar to the “Add to Friends” button. The only exception is that you do not need to wait for any confirmation. Although, the page administrator can delete your rating.
You also have the opportunity to control the display of messages published on the page in your news feed. In other words, you can go to the page, hover over the Like button (it will be ticked) and select "Show in the news feed" from the menu that opens.
Facebook group
Facebook groups can be classified as closed communities. They cannot be indexed. search engines and viewed by unregistered Facebook users. The functionality of the groups is greatly reduced. The main advantage of the group is the ability to send notifications about new materials published in the group. At the same time, you can control such a subscription through the “ Notifications».
Join the group
In order to get into facebook group you must use the button " Join the group"And wait for approval. It should be noted that everything here depends on the group settings. In some cases, adding a group can only be done by its administrator (s), and sometimes by the participants.
Afterword
As you can see, I focused only on the main points of working with Facebook related to such things as “Add to Friends”, “Subscribe”, “Like” and “Join the Group”. In my opinion, this is exactly what will allow you to be considered an advanced user. But what is there, it was not easy for me myself to understand these intricacies. Moreover, I do not exclude that I could have made a mistake somewhere. I would be grateful for the clarification. That’s all for me. Thanks for attention. Good luck
