- What Is EdgeRank and How Does It Work?
- How Does EdgeRank Affect the Visibility of Your Posts to Your Fans?
- What Posting Strategies Can You Use to Increase Feedback Rate and Visibility to Your Fans?
- Habits and Practices That Decrease Interaction and Visibility
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How Does EdgeRank Affect the Visibility of Your Posts to Your Fans?
If you have a page for your business and you’re getting fans, you need to make sure your posts get as many fans to like and comment on every post as possible. If you don’t do this, you may end up in the same unfortunate position as a lot of pages, with less than 10 percent of your fans seeing your posts daily. These statistics are pretty scary, and they got that way because most page administrators didn’t know how important interaction was. Over time, a lot of pages with millions of fans have devolved to the point where less than 100,000 of their fans are seeing their posts.
A survey of pages with more than 400 million fans was conducted by the advanced Facebook analytics service PageLever and found that, on average, only 7.49 percent of fans see the posts from pages they’ve liked in the past. Pages with 10,000 or fewer fans did best, with 9.38 percent of their fans seeing their posts. Pages with more than a million fans did worse, with only 2.79 percent of fans seeing their posts.
However, it’s not all gloom and doom; I’ve seen many pages achieve 70-100 percent visibility by using best practices. There are a few things you can do to increase your likes and comments, which we’ll discuss next. And there are some things you should not do as well, because they’re associated with much lower feedback scores and visibility.
Let’s talk about a few more metrics that are important in understanding how well you’re doing with interaction and how to improve it. These metrics show under each of your page’s posts, but the data is delayed a few hours for new posts:
- An impression is how many times your post has been seen. In Figure 1, the video posted by the “Cowboys & Aliens” page received 223,975 impressions. Note that these are not unique impressions; some people may see a post twice as they move around Facebook.
- Feedback rate is the number of interactions (the number of likes plus the number of comments on the post) divided by the impressions that post has received. This post achieved a 1.19 percent feedback rate. You should aim to get your feedback rate above 1.0 percent as often as possible.
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Figure 1 A post from the Cowboys & Aliens Facebook page showing impressions and feedback rate
The higher your feedback rate and the faster people like and comment your post, the more impressions your post will receive. Over time, you can improve your relationship with fans and get them accustomed to liking and commenting, which increases your visibility and interaction.