How to improve organic reach on Facebook

Why you should focus on engagement rates rather the number of followers

How do you get your followers to engage with your posts?

The short answer is; be original, creative, inspiring, funny and informative. If you want to know more,, keep reading.

When Facebook rates your business page, they value average engagement rate more than the number of followers you have. Therefore, our number one advise to clients when it comes to organic social media posting is to focus on quality rather than quantity. The rule of thumb here is, post as often that you can post, quality posts!

Vissir þú að aðeins um 6% fylgjenda þinna að meðaltali (jafnvel minna á stærri síðum) sjá færslurnar þínar á veggnum sínum? Í ljósi þessa þarftu virkilega að leggja þig fram til að hámarka snertihlutfall (engagement rate) á færslum. Snertihlutfall er hlutfall fylgjenda sem deilir, skrifar athugasemd eða líkar við færsluna sem þú birtir. Smellir og að „tagga“ telur líka í snertihlutfallsútreikningum en látum það liggja milli hluta.

The problem is that people are inundated with Facebook posts (have you noticed, they never run out) so naturally people are going to be selective of what posts they engage with. Therefore, it is good to keep in mind when gathering social proof (minimum amount of likes and followers acceptable to society) to target an audience who are likely to be interested in your company or brand.

Svo hvað getur þú gert til að ná meiri athygli og hækkað snertihlutfall á færslunum þínum? Svarið er mjög rökrétt, þú verður að gera þær áhugaverðar, fyndnar eða upplýsandi svo að áðurnefnd 6% fylgjenda sem sjá færsluna séu tilbúnir til að setja smá ást á innleggin þín. Hugsaðu um snjóboltaáhrifin.

There is nothing for free in the world of business, so you either got to put in the work and be creative or pay Facebook to circulate your post in their advertisement system. Even then quality matters as Facebook rewards advertisers of quality content with better reach, which means lower advertisement prices. We see this time and time again in our work.

Don´t fill your wall with posts about your shipments or special offers. Sharing original, funny, inspirational, or educational content on your Facebook page is a great way to get people to interact with your posts. Think of the tone of voice that you want to set and be brave. Remember, fortune favours the brave, not those that play it safe.

Þeir sem eru hugrakkir eða pínulítið djarfir á samfélagsmiðlum fá einfaldlega meiri athygli á sínar færslur en þeir sem fara alltaf öruggu leiðina. Vertu vakandi fyrir því að þurfa að eyða færslum ef þú ert að fá mikið af neikvæðum athugasemdum. Þú getur einnig falið einstaka athugasemdir sem eru óviðeigandi ef þú metur það svo.

Einbeittu þér að myndskeiðum ef þú mögulega getur það. Myndbönd fá að meðaltali miklu hærra snertihlutfall en myndir og texti. Ekki sóa tíma þínum (og annarra) í að birta leiðinlegar færslur á hverjum degi til uppfylla einhvern kvóta eða markmið og byrjaðu að búa til frábært efni. Í hvert skipti sem þú birtir færslu ættirðu að spyrja sjálfan þig; myndi ég sýna þessari færslu áhuga!

Measure your performance, look at the posts that have the best engagement and learn from them, also study what your competitors both domestically and abroad are doing and learn from it. Learning from data and other (competitors) is simply a great way to gain competitive advantage.

There is no one size fits all when it comes to strategy, so therefore we cannot dictate to you what strategy suits your company or brand best. This of course differs between sectors and company types, taking the skill sets within each company into account.

Nokkur orð um félagslegt samþykki (social proof) á Facebook

What is social proof? That’s the minimum amount of followers your site needs to have in the public opinion. This can vary by industry and country. It is therefore best to examine only the position of competitors and take it into account. The absolute minimum is about 500 followers in our opinion.

The most common and easiest way to start collecting minimal social proof is to send out invitations to all your Facebook friends and ask them to like your site.

So now you have asked all your family and friends, friends of friends and your neighbor next door to like (and follow) your new business page and you gotten an acceptable social proof, which is about same as many of you competitors. So now what? Now you should start focusing on quality over quantity and look for true followers that are genuinely interested in your brand or business.

Remember, Facebook ranking is not based solely on the number of likes. It is more based on engagement or page activity. In other words, the more people interact with your posts by sharing, commenting, or liking, the higher your Facebook ranking will climb. As that ranking climbs, so will your organic reach.

We hope this article was useful and remember, sharing is caring!

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