Facebook recently announced changes to Edgerank - an algorithm that determines what posts appear on each individual user’s News Feed.
In order to provide users with the most relevant and engaging content, brands are encouraged to generate posts that are:
- Timely and relevant
- From a trusted source
- Genuinely interesting
- Not something you would complain about seeing
Engaging content refers to high quality original posts that deliver value to the target audience and don't force immediate engagement (e.g. "Make sure you like this photo"). So ditch memes and links to articles from suspicious sources, and concentrate on creating authentic posts that will grow your community organically.
Here are three best practices that will help you generate unique and valuable content:
Post timely content
Find relevant industry topics that are interesting to your customers and help you become a trusted source of information. For example, if you are a dentist, learn how the Affordable Care Act can impact your patients and educate them on what they should expect when the reform goest into full effect. Find issues that are important to your readers!
Don't try to force engagement
New changes to Edgerank frown upon content that forces users to take an action. Posts such as "Like this if you agree..." or "share this photo with friends" are considered "begging for interaction" and don't contribute to the organic audience growth. Find ways to create compelling content that will encourage people to want to take an action instead of attempting to force them to do so.
Focus on your audience
Figure out what enchants your audience. Know your buyer personas' needs, desires, and interests, then figure out what content will attract them the most and serve it up on a silver platter!
If you post compelling content effectively, Facebook Edgerank will be your friend, not your enemy. It will improve your results and will bring your Facebook business page to the top of Facebook's Graph Search.