Facebook Promotion Tips for Animal Rescue Groups and Shelters
Some Numbers Don't Matter Much
Have you seen those posts where pages are Begging
and Pleading for "Likes"???
Usually... the are trying to
get to some milestone... "Help us get to 500 likes by Friday"...
"Almost to 2000 likes, spread the news"... etc...
Remember the good old days of
Facebook, where this was the important number:
Those days are gone. (In case
you haven't heard).
"Likes" are still
important... to some extent. But Facebook has changed the way they look at
pages. Collecting "Likes" to have a big number, is no longer what
Facebook looks at. They are much more interested in new numbers:
How many people actually
"see" your posts, as well as how many people click, like, comment,
or otherwise "engage" with your posts is the most important thing
FB "looks at".
Why should you care what
Well... first of all, something
like 80% of the people who "see your group's posts"... see them in
their newsfeed. Read that again... we will wait...
What this means is that MOST
people DO NOT visit your Facebook page to see your posts. They are busy
scrolling through their (sometimes crowded) newsfeed to see what posts by
their friends and "liked" pages are showing up.
AND... one of the things that
determines how well your posts show up in their newsfeed... is how popular
your page is... (i.e. how much your fans interact with your posts.) Posts by
popular pages show up first in your fan's newsfeed.
For example... if your fan
"Liked" 5 pages (including yours)... and the other 4 pages were
more popular/active than yours... their posts would be given higher priority
in your fan's newsfeed. (There are several factors that affect this, more on
Now do you see why making your
fans feel un-important and not encouraging them to post can hurt your
Facebook exposure? Can you see why making it easy for fans to simply
"Like" your page and start posting can give you benefits over
having them "friend request" you and wait for a reply?
The funny thing is, Facebook
started doing this a long time ago, but only recently provided stats to page
owners. There were rumors that this was
happening, and many of us involved in Facebook Marketing had noticed this new
We always knew that having an
active "fan base" was much more important than having a large
number of "Likes". We see this with the groups that participate in
our t-shirt fundraising. We would find groups who had
a very large "Like" count, but did not have that many
"supportive" fans. On contrast, we would find groups that did not
have 1000's of fans, but the fans they did have were very active on their FB
page, very supportive of the group, and when it came time to promote
fundraisers, these small groups, with a lot of fan interaction, frequently did much better.
So now Facebook is simply
telling us something we already knew. Collecting "Likes" is not as
important as encouraging "fan interaction" with your page.
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