Often people coming along to social media surgeries are keen to harness the networking power of Facebook. If you are involved in a local club, group, society, social enterprise or voluntary organisation, under Facebook terms you will need to set up a Facebook Page rather than a personal profile (see how are Pages different to personal profiles). So if it turns out that Facebook might really be a useful communication and collaboration tool for a group, we obviously point people towards Facebook Pages, and help them to set things up.
Before I used Facebook my knowledgeable colleague Melissa Guest repeatedly tried to explain to me why Facebook Pages are like islands. A key difference between Facebook and Twitter is that your Twitter timeline displays a stream of all the tweets from all the accounts you follow (there are also summaries available now too), whereas Facebook uses algorithms which make decisions about what posts you will see and not see in your news feed. I hadn’t realised quite how much these algorithms affect the likelihood of a post on a Facebook Page reaching people who have liked the Page.
This article about the organic (non paid for ) reach of Facebook Page posts was recently shared by the excellent Comms2point0 this week. Here’s an extract about brand pages, I can only assume it’s the same for group or charity Pages:
“Here’s how it works (in simple terms): Your brand page posts a piece of content. Facebook immediately puts that content in a very small pool (but statistically significant) of your followers news feeds (sub 1% of your following depending on how many people follow your page). It chooses the people most likely to engage with your content.
If that test audience engages well with your content it will open up your content to about 2-4% of your total audience, and if they also engage deeply with the content then it may begin to loosen the resigns and open it up to more of the audience. HOWEVER, if your engagement is low as a part of that initial test audience then Facebook will chose not to show it to anymore of your audience.”
Despite knowing this rather disappointing fact I will still be posting across the handful of Facebook Pages I manage or jointly manage. Partly because I know from questions people ask that they expect projects and organisations to have a presence on Facebook. Partly because if a few of use our Facebook profiles effectively to share content from Pages we can get things out a bit further. And partly because Facebook events are a really effective way of inviting people to something and simple for them to respond.
What do you feel about Facebook Pages and their utility?
How do you get the best from connecting with people on Facebook?
What advice would you give at a social media surgery about using Facebook?
And if after this you need cheering up bit, I can highly recommend checking out more of the great things which Dan and Darren aka Comms2point0 do and share, on their blog, on twitter, through their lovely weekly email and yes… on their Facebook Page.