5 things to know about Facebook Promoted Posts

by Liz Olimpio

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Have you seen this post on Facebook recently?

Due to Facebook’s new policies, only about 10% of people that ‘like’ a fan page will see the status updates. This is to force small businesses to spend money to “promote” their posts on this site/network. In order to see all posts and notifications just click/hover over the ‘Liked’ button (beneath the cover photo) & activate the ‘show in news feed’ option. This will allow you to see all of our posts. Please share this with all of your friends and our valued members!

I was asked to check this out and the good news is that it’s a myth. The bad news is the 10% statistic is actually 12%.

Facebook calculates and regulates the stream of information you see with an algorithm called EdgeRank. Simply defined EdgeRank is the quality score given to all posts, updates photos, videos, check-ins, links – and any interactions with it – comments or likes. The less someone interacts with them the less likely they will see your content in the future. Industry experts calculate that only 12% of the people that “like” your page will see your status updates. Here is the actual algorithm:

There are hundreds of blogs and articles with tips on how to get more likes, comments, and shares on your page. All you need do is search google to find them. Here are two of my favorites: Jeff Bullas 10 Powerful Tips to Increase Fan Engagement on Facebook and John Haydon’s 27 Ways to Increase Engagement on Your Facebook Page.

I have been exploring Facebook’s new promote your page post functionality as another way to increase fan engagement. Promoted posts are another option, especially when you have important content you want to ensure reaches your fan base and beyond.

Here are 5 things to know about Facebook Promoted Posts.

  1. The promoted post feature shows up on your Facebook page shortly after reaching 100 likes.
  2. Promoted posts can only be used on content that is 3 days old (or less).
  3. Promote a post for up to 3 days ensuring that it has a much higher visibility. Below is an example of a post that I ran for 1 day. I set the budget for this post at $5. Before I promoted this post 552 people had seen it. After 1,186 people saw this post. Here is the breakdown; 934 organic, 262 viral and 437 paid.

Organic reach: The number of unique people, fans or non-fans, who saw this post in their news feed, ticker or on your Page.

Paid reach: The number of unique people who saw this post from a sponsored product, such as ads for Page posts or sponsored stories.

Viral reach: The number of unique people who saw this post from a story published by a friend. These stories can include liking, commenting or sharing your post, answering a question or responding to an event.

4.  Monitor the success of your post by hovering over the “promote” link at the bottom of your post. For finished campaigns, it will say “promotion complete.” My post had 18 page photo views, 9 likes, 3 comments, and one link click. Since the real value was in what I was promoting (which was lunch for this restaurant) checking with the restaurant to see if there was an increase in lunch sales is important.

 

5. Promoting posts are pretty easy to do. You can check out Facebook’s video for more details.

If you decide to run a promoted post I want to hear about it, if not I want to hear your thoughts about that too! Jump on my Facebook page and let me know, I am sure my “Socialzers” would love to hear your thoughts too!

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