Making the Most of Facebook's Organic Reach
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Jen Eyer of MLive saw significant growth in their Facebook page and engagement from March 2013 to present. Their Facebook following increased sixfold from 26,000 to 155,000 through compelling content, engagement tactics, and best practices. They posted more frequently, used engaging images and questions, and solicited reader photos between news posts to drive ongoing conversation. This engagement boosted reach and shares of subsequent posts. Following these lessons led to continued growth in Facebook engagement and website traffic.
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Making the Most of Facebook's Organic Reach
- 1. Jen Eyer Director of Community Engagement jeyer@mlive.com Twitter: @jeneyer Making the most of Facebook’s organic reach
- 3. MLive page growth: March 2013 - present • Following increased sixfold, from 26,000 to 155,000. • Growth almost entirely organic.
- 4. Post reach: March 2013 - present
- 5. Engagement: March 2013 - present
- 6. What happened? COMPELLING CONTENT + ENGAGEMENT + BEST PRACTICES
- 7. Compelling content • Posted twice as frequently • Used multiple links to drive traffic to site
- 8. Compelling content • Highly sharable images and graphics • Engaging wording
- 9. Engagement • Reader photo efforts kept conversation and engagement going between news posts. • We started soliciting photos on Facebook.
- 10. • Companion post on site contained form for submitting photos.
- 13. • Readers began sending different types of photos. • We posted them and renewed call for more each time.
- 14. • New galleries on website showcased them.
- 15. • Constantly on the lookout for new themes
- 16. How to: Reader photo galleries • Use Facebook page to solicit. Link to post on the website. • Once we get a few, begin a gallery in the post on the site. • Use best photo to solicit again on FB, linking back to growing gallery. • Keep adding to gallery/soliciting on FB until it has run its course.
- 18. • Engagement on reader photo posts climbed steadily.
- 19. • Engagement exploded on news posts, too. • Storm post on Jan. 4: • 306 likes • 703 shares • Storm post on Jan. 23: • 574 likes • 4,678 shares
- 20. Reach: Dec 2013 – Oct 2014 Growth begets growth
- 21. Facebook growth fuels website growth • 207% growth YoY
- 22. Lessons learned
- 23. Lessons learned • Post more frequently during high-interest times.
- 24. Lessons learned • Post more frequently during high-interest times. • Phrase posts with compelling questions.
- 25. Lessons learned • Post more frequently during high-interest times. • Phrase posts with compelling questions. • Keep interest up with engagement posts.
- 26. Lessons learned • Post more frequently during high-interest times. • Phrase posts with compelling questions. • Keep interest up with engagement posts. • Always follow current best practices.
- 27. Lessons learned • Post more frequently during high-interest times. • Phrase posts with compelling questions. • Keep interest up with engagement posts. • Always follow current best practices. Questions? jeyer@mlive.com
Editor's Notes
- Who enjoyed last winter? 70 social channels
- Going to focus on statewide page… Been around since 2008…
- Began to take off in October 2013, helped by a change in Facebook’s algorithm that benefited pages that deliver quality content, such as news. Steep climb beginning in January 2014. Previous average was 5,000 new likes/month. In January, it climbed to 13,000 new likes in the month.
- Didn’t necessarily translate
- Growth was almost entirely organic.
- We knew from experience that weather stories did well on social media, so when the Polar Vortex and snowmageddon hit Michigan in January of this year, we decided to hit Facebook hard. Sustained bad weather throughout the month provided many opportunities to push out quality content that we knew our followers would want: storm forecasts, accident reports, cool satellite photos, beautiful nature photos, news of record-setting ice cover on the Great Lakes. It also gave us an opportunity to engage with our followers by soliciting and sharing their photos and experiences.
- As the storm ramped up, we began posting twice as frequently — every half hour instead of hour. We also loaded up our posts with multiple links, which drove more traffic to our website.
- There was plenty of news. But when we didn’t have news to post, we kept the conversation going through reader engagement.
- Facebook post showcases some of the photos and calls for more.
- Links to post on site where gallery is growing.
- I happened to notice a photo from a friend…
- On news posts too.
- Traffic to website from Faceboo up 50% January over December.