Despite the angry reaction, Facebook will continue to nudge brands toward paying to reach more of their fans. But there are some strategies page owners can implement to make their free posts more effective. Here’s a guide to making your Facebook Page work for you in the pay-to-play era.
Businesses are in a tizzy these days because the posts on their Facebook Pages are reaching fewer people. A recent study estimated that brand posts on Facebook are typically seen by about 6 percent of a page’s fans, and that figure is expected to fall further this year. The decline has created a growing tension between brands, which have used social media for free marketing for a decade. These companies also use Facebook, which is trying to boost its thriving advertising business and manage a deluge of content from individual users and Pages. One company went so far as to “break up” with Facebook because of its page’s declining reach, which yielded a “sorry I’m not sorry” response from the social network.
Target Your Posts
Hidden in Facebook’s myriad settings options is the ability to target Page posts to specific users based on their age, gender, location, relationship status and other criteria. Brandon McCormick, Facebook’s director of communications, wouldn’t say whether a targeted post gets a greater organic reach within its subset of users than a post broadcast to all a Page’s fans. Anecdotal evidence from TIME’s Facebook account indicates that targeted posts reach a large percentage of the fans they’re aimed toward in some cases. Even without a boost in reach, a smartly targeted post is more likely to engage those users that do see it. Brands can enable post targeting by selecting “Edit Settings” from the “Edit Page” drop down menu in a Page’s admin panel.
Funny Posts Work
Some types of posts do better than others. Funny posts were and are popular. Testing resulted in page’s weekly total reach climbed considerably, with numbers ranging from 27 to 141 views in test month to a more consistent 300 to 400 range in the next. This testing is illuminating. It illustrates that people, and potential readers, respond better to a more personal touch, as opposed to getting links and shares thrown at them. The key to a better Facebook page is put the “social” back into social networking.
Facebook Post at Odd Hours
Figuring out the best time to post on Facebook has been an elusive goal for social media practitioners for years. Consider this, though: with 757 million people now visiting Facebook every day, maybe you don’t want to post something at the same time as everyone else. If the type of content you’re posting might appeal to people who are awake late at night or early in the morning, try posting during off-peak hours. Remember that it’s easy to schedule a Facebook post in advance.
Using too many hashtags in a single update or comment might leave you wondering why nobody loves you. That’s because you’ll be seen as a spammer. Studies show that, at least on Twitter, tweets with one or two hashtags receive double attention, while tweets with more than 2 hashtags receive 17% less engagement.
Use Photos, But Make Them Original
Plain-text status updates have secretly been one of most effective types of posts for boosting organic reach for years, but the company announced in January that it would be reducing the distribution of text posts and increasing distribution of others. Photos, when used correctly, can be a win for both audience engagement and reach, and they align with the increasingly visual nature of the social network and its spinoff apps. But be wary of “meme photos,” stock images with humorous or dramatic text layered over them. Facebook has reduced their reach in a quest to promote what it deems “high quality” content.
This may seem obvious, but remember that Facebook’s ultimate goal is to keep as many people as possible glued to the social network for as long as possible. If your posts keep people engaged, as measured by likes, comments, shares and time on screen, the social network will reward you with further reach. Spam up your page with excessive posts that no one likes or comments on, and your reach is likely to decline even faster than everyone else’s. The company now regularly resurfaces content that is more than 24 hours old if it’s receiving heavy engagement from users. “Brands are competing for a very, very small pool of space when they’re looking for organic reach,” says Nate Elliott, principal analyst at Forrester Research. “The best way to do that is to offer relevant content that attracts user engagement.”
Start a Conversation
An increasing number of items that appear in the News Feed show a user’s friends engaging with other content—liking, commenting or sharing a post from another friend or Page. If you can get a conversation started with a post by asking a question, it’s more likely that your Page will be pulled into other users’ feeds. Make sure the questions are pertinent to your organization, though. “If you’re a small restaurant, [fans] would rather see what your specials are that night than for you to ask how their day is going,” McCormick says.
Cross-Promote With Other Pages
Get mentioned in a post by another brand, and your Page could show up in the News Feeds of users who don’t already like your organization. Facebook added this feature in February, but stressed that such cross-promotions have to make logical sense in order to earn extra reach. Ensuring that the two Pages have a large pool of overlapping fans can help. Pepsi, for instance, could mention its subsidiaries like Frito-Lay and Gatorade in a post, or a city tourism page could work to cross-promote that town’s popular restaurants.
Buy an Ad
Facebook, of course, says this is the most straightforward solution. The company has simplified its ad unit offerings in the last year in effort to attract more customers. “If you’re a business, advertising is probably the best bet for you because what you really care about is guaranteed reach,” McCormick says. “It’s not a great marketing strategy throw something out there and hope somebody sees it.” He points out that Page fans still matter for paid posts because Facebook offers discounts on ads that can be delivered with a social context (basically showing a user that one of their friends also likes the brand featured in an ad). More Page fans means more opportunities to provide this context and buy cheaper ads.
How to add a new website in Google Analytics Tips & Tricks
In this article, I will show step-by-step screenshots of how you can add a new website or as referred to in the dashboard (a property) in Google Analytics under an existing account.
Once you are logged in, click on Admin button at the bottom left corner of your screen.
Click on the Account drop-down and select the account under which you would like to add a new website.
In the middle ‘ Property’ column, click on the drop-down and Create new property.
Fill in your website details and click Get Tracking ID button.
You now should have been provided a Tracking ID and tracking code (script). Copy and paste your new code snippet into thesection of the web pages you want to track.
If you have trouble locating the tracking code just head to the center column and click on Tracking Code from the Tracking Info drop-down.
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Page speed is a measurement of how fast the content on your page loads.
What is Page Speed?
Page speed is often confused with “site speed,” which is actually the page speed for a sample of page views on a site. Page speed can be described in either “page load time” (the time it takes to fully display the content on a specific page) or “time to the first byte” (how long it takes for your browser to receive the first byte of information from the web server).
You can evaluate your page speed with Google’s PageSpeed Insights. PageSpeed Insights Speed Score incorporates data from CrUX (Chrome User Experience Report) and reports on two important speed metrics: First Contentful Paint (FCP) and DOMContentLoaded (DCL).
SEO Best Practices
Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. And research has shown that Google might be specifically measuring time to the first byte as when it considers page speed. In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, and this could negatively affect your indexation.
Page speed is also important to user experience. Pages with a longer load time tend to have higher bounce rates and lower average time on page. Longer load times have also been shown to negatively affect conversions.
Here are some of the many ways to increase your page speed:
Do not use gzip on image files. Instead, compress these in a program like Photoshop where you can retain control over the quality of the image. See “Optimize images” below.
By optimizing your code (including removing spaces, commas, and other unnecessary characters), you can dramatically increase your page speed. Also remove code comments, formatting, and unused code. Google recommends using CSSNano and UglifyJS.
Each time a page redirects to another page, your visitor faces additional time waiting for the HTTP request-response cycle to complete. For example, if your mobile redirect pattern looks like this: “example.com -> www.example.com -> m.example.com -> m.example.com/home,” each of those two additional redirects makes your page load slower.
Browsers have to build a DOM tree by parsing HTML before they can render a page. If your browser encounters a script during this process, it has to stop and execute it before it can continue.
Leverage browser caching
Improve server response time
Your server response time is affected by the amount of traffic you receive, the resources each page uses, the software your server uses, and the hosting solution you use. To improve your server response time, look for performance bottlenecks like slow database queries, slow routing, or a lack of adequate memory and fix them. The optimal server response time is under 200ms. Learn more about optimizing your time to first byte.
Use a content distribution network
Content distribution networks (CDNs), also called content delivery networks, are networks of servers that are used to distribute the load of delivering content. Essentially, copies of your site are stored at multiple, geographically diverse data centers so that users have faster and more reliable access to your site.
Be sure that your images are no larger than they need to be, that they are in the right file format (PNGs are generally better for graphics with fewer than 16 colors while JPEGs are generally better for photographs) and that they are compressed for the web.
Use CSS sprites to create a template for images that you use frequently on your site like buttons and icons. CSS sprites combine your images into one large image that loads all at once (which means fewer HTTP requests) and then display only the sections that you want to show. This means that you are saving load time by not making users wait for multiple images to load.