The Science Behind Social- Facebook
98% of those that like your Facebook page only
ever visit the actual page once, making it important that if you are not paying for Facebook advertising, that your messages appear in your customers newsfeed. It has been found that on average only 16% of messages do appear in the newsfeed so it’s important to understand the science behind social to make sure that your voice is heard.
Facebook‘s algorithm calls all content an edge, with content appearing on newsfeeds according to their edge rank. Facebook takes into account the following three factors when decided what goes into your patient’s newsfeed after liking your page:
Affinity:
This one of the most difficult attributes for Facebook pages to master, as affinity means how close someone is to the brand. This is measured by being tagged in the same photos as someone, commenting, liking and sharing posts and ‘snooping’ by the patient looking at your page but not necessarily interacting with it.
The easiest way to gain affinity with someone is by posting open questions evoking debate so that people comment, like and share.
Weight:
Facebook loves multimedia, so videos and photos are far more likely to be seen in patient’s newsfeeds in comparison to status updates and likes. Plus it makes your page seem far more inviting and interesting provoking more likes of your Facebook page rather than it just containing text from status updates.
Time Decay:
It’s important to regularly update Facebook so that your messages are seen. A good tip is to update not just during the day during the 9-5 period but at evenings and weekends too as your audience is more likely to be on then, so messages are likely to have more reach.
Facebook’s algorithm shows that social media isn’t just something to update every now and again, you need to regard this as a key part of your strategy and to show that you are always online in order to be successful. Furthermore, it also shows that gaining thousands of likes doesn’t necessarily mean that your messages will be seen by all.
However, it does show Facebook to be severely mathematical and not nearly as ‘spur of the moment’ as it should be. Nevertheless, if you follow this formula your Facebook page will become very social as it encourages you to spark conversations with far more meaning.
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