Have you ever wondered who sees your posts and why your post impressions are so much lower than the number of likes on your page? Of the average 1,500 posts that could show up on a newsfeed at any particular time, only about 300 actually make the cut. Why don’t you see every post from every one of your connections? Imagine how cluttered your newsfeed would be. You would miss posts from the people you interact with the most because they would be buried in a sea of content. Facebook has distinguished itself from sites like Twitter and Instagram, where every post by your contacts is on your newsfeed, and created algorithms that choose which posts you see on your newsfeed.
Many Facebook users, both personal and professional, are angered and frustrated by this approach. It has been speculated that Facebook is making a business decision to limit the reach for business pages to encourage paid advertising to boost impressions. Though Facebook staunchly denies this accusation, they have not until recently been forthcoming about what factors are included in the decision for what shows up and what does not. This article/post by Facebook’s own Brian Boland, gives a good explanation and description about the decrease in organic reach. This is the approach Facebook has decided to take and it has a measure of validity and a methodology behind it, regardless of how we feel or what we understand about it.
Facebook has not made, and is not likely in the future to make public the thousands of ingredients that go into their recipe for choosing posts. They have, however offered these general insights for understanding their process which can help you guide your own newsfeed:
Classifying a Post
Posts now have options to allow you to communicate with Facebook. Here is a post on the newsfeed of one of our clients, Vince Coyle, with MVB Mortgage. As you can see by the drop down list at the upper right hand of the post, he has options to designate this post in a way that lets Facebook know what he wants to see on his newsfeed. The first option indicates that this is not the type of post you want on your newsfeed (which would not be the case here, since Stages Premier Realtors, DC is an excellent agency and a great connection for a mortgage lender). You can also designate a post as “spam” and hide anything from one of your connections. The more you label posts you don’t like, the greater the chance Facebook will screen out content that is not of interest to you. You can also classify posts as positive, signaling to Facebook the type of content you do want to see.
When you click on “I don’t want to see this post” you will have the opportunity to give additional feedback. Facebook will then give you three options of feedback, so it can better identify what you want to view.
Here is more evidence for the importance of interacting on Facebook pages for business. The more page visits, post likes, comments, and shares, the Facebook algorithms pick up this as interest and reinforces with more similar content. If that page is also interacting with your page, again, more signs that the content is valuable and should continue. If you want to be seen by others, interacting and engaging is a great way to increase your presence.
Post Content People Want
The more your posts are liked, shared, and commented on, that is a greater positioning with Facebook that your content is valuable and should be seen by individuals and pages that have liked your page.
Though social media sites are free to use, the big ones all have the option to pay for extra attention. You can dedicate a set amount of funds per day to promote a special post and the algorithm boosts your post beyond even your existing connections.
Facebook’s algorithms for who sees which posts may be a bit of a mystery, but that does not mean it is time to pack it in with Facebook. Follow these suggestions and you can have an impact not only on what you see, but what others see from you. If you have any questions feel free to Contact Us.