Insurance Journal Ad & Marketing

Secrets of EdgeRank: How to Expand Your Facebook Reach

EdgeRank /ej-rangk/
noun
1.  The reason why only 5% of your fans see your posts in their Facebook newsfeed.
Disclaimer:  I made that up.

Have you noticed your reach to fans has dwindled?

It’s because of EdgeRank. In short, it’s an algorithm that weeds out if, when, and where a post is shown on a user’s newsfeed. Since last year’s update to EdgeRank, you may have seen the reach of your posts decrease dramatically. Shortly before that, Facebook introduced a drop-down “Promote” option on each post (i.e., you pay money to Facebook so that your posts will show up in more fans’ newsfeed). Coincidence? You can be the judge.

Anyway, here are a few ways to increase the number of fans that see your post:

  • Keep your content interesting. You want to generate engagement: clicks, likes, comments, and shares. The more people are engaged with your post, the more it will show up in other fans’ newsfeed.
  • Post a picture with your status updates. I come from an MTV generation that has nurtured borderline A.D.D. — we need pictures to illustrate our thoughts and hold our attention.
  • Post a video. In the eyes of Facebook, the longer a user is engaged, the better.
  • Play around with the time of your posts. We have a whole different audience during the day and at night.
  • Promote your posts. I dislike this option because I basically feel swindled into paying for our own fans to see our posts. However, if fans like, comment on, or share your promoted posts, then your non-promoted posts may also appear more regularly their newsfeed.

Get insightful! Remember to check out your “Insights” regularly (in your Facebook Admin Panel) to get a feel for what’s working for you and what your followers are connecting with.
What works for you?  Let me know in the comments or shoot me an email.

Shameless plug: Since we’re talking about it, come like the IJ Facebook page.

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About Ly Nguyen

Ly Nguyen is the Classifieds Coordinator at Wells Media Group, Inc. When she’s not at Wells, she can usually be found listening to '80s music and eating her way through San Diego. She can be reached at 800-897-9965 x125 or lnguyen@insurancejournal.com. More from Ly Nguyen
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