SlideShare a Scribd company logo
THE FACEBOOK NEWS FEED:
What Brands Need to Know
May 2013
How can you help your brand content break
through in a sea of status updates, competing
content, and pictures of kittens?
2
3
Here’s a simple guide to working the system,
including tips on how to improve content and
engage your audience.
4
It all starts with your content. Your
posts need to have the polish of an
ad and be conversational enough
to engage people. Not easy.
5
Tip: Use a ruler. Make sure you
measure content performance so
you know what works best for
your audience.
6
Facebook’s EdgeRank decides
whether or not your content will
be seen in your Fans’
News Feeds.
7
Tip: Mix it up. Typically only 12% –
15% of your audience will be shown
your content organically, so make
sure you design for different
audience segments.
8
Fans can take both good and
bad actions. That helps
EdgeRank decide to show your
content to more, or fewer, of
your Fans.
9
Tip: Look for the bad news. Seeing
positive stuff is easy, but people
hiding or spamming your posts can
kill your organic reach.
10
A"er creating great content, here
is your second key lever. Making a
“page post ad” shows your
content to a lot more of
your Fans.
11
Tip: Don’t throw good media dollars
on poor content. ‘Nuff said.
12
Now here’s where things gets tricky…
When your fans take positive actions, it
generates “stories” and EdgeRank
decides which of their friends see them.
13
Tip: Ask for the sale. Use creative
CTAs that encourage people to share
your content.
14
Their friends see the content
in their News Feeds and can also
take actions, driving EdgeRank
again (or not).
15
Tip: Double down. If you see a post
is working really well, consider
targeting non-fans with your
page post.
16
Here is your third lever. Make a good
thing even better. Use Sponsored
Stories to amplify Fans’ positive
engagement and show content to
more of their friends.
17
Tip: Put your best foot forward!
Test and learn to find the right
budget, timing, and targets for
Sponsored Stories.
Your posts are just the beginning, make sure you
keep the whole ecosystem in mind when creating
and promoting your content!
18
19
20
Utilize CTAs
Measure content performance
Design content for different audience segments
Watch all user actions, including the negative ones
Target non-fans with strong content
Only amplify your best content
Spend media dollars wisely
CHEAT SHEET
Visit us at www.socialarc.com
or contact us at:
6550 Vallejo Street | Suite 201
Emeryville, CA 94608
hello@socialarc.com
510.868.2787
For more information

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Socialarc - Is Your Facebook Content Getting Lost In The Wild?

  • 1. THE FACEBOOK NEWS FEED: What Brands Need to Know May 2013
  • 2. How can you help your brand content break through in a sea of status updates, competing content, and pictures of kittens? 2
  • 3. 3 Here’s a simple guide to working the system, including tips on how to improve content and engage your audience.
  • 4. 4 It all starts with your content. Your posts need to have the polish of an ad and be conversational enough to engage people. Not easy.
  • 5. 5 Tip: Use a ruler. Make sure you measure content performance so you know what works best for your audience.
  • 6. 6 Facebook’s EdgeRank decides whether or not your content will be seen in your Fans’ News Feeds.
  • 7. 7 Tip: Mix it up. Typically only 12% – 15% of your audience will be shown your content organically, so make sure you design for different audience segments.
  • 8. 8 Fans can take both good and bad actions. That helps EdgeRank decide to show your content to more, or fewer, of your Fans.
  • 9. 9 Tip: Look for the bad news. Seeing positive stuff is easy, but people hiding or spamming your posts can kill your organic reach.
  • 10. 10 A"er creating great content, here is your second key lever. Making a “page post ad” shows your content to a lot more of your Fans.
  • 11. 11 Tip: Don’t throw good media dollars on poor content. ‘Nuff said.
  • 12. 12 Now here’s where things gets tricky… When your fans take positive actions, it generates “stories” and EdgeRank decides which of their friends see them.
  • 13. 13 Tip: Ask for the sale. Use creative CTAs that encourage people to share your content.
  • 14. 14 Their friends see the content in their News Feeds and can also take actions, driving EdgeRank again (or not).
  • 15. 15 Tip: Double down. If you see a post is working really well, consider targeting non-fans with your page post.
  • 16. 16 Here is your third lever. Make a good thing even better. Use Sponsored Stories to amplify Fans’ positive engagement and show content to more of their friends.
  • 17. 17 Tip: Put your best foot forward! Test and learn to find the right budget, timing, and targets for Sponsored Stories.
  • 18. Your posts are just the beginning, make sure you keep the whole ecosystem in mind when creating and promoting your content! 18
  • 19. 19
  • 20. 20 Utilize CTAs Measure content performance Design content for different audience segments Watch all user actions, including the negative ones Target non-fans with strong content Only amplify your best content Spend media dollars wisely CHEAT SHEET
  • 21. Visit us at www.socialarc.com or contact us at: 6550 Vallejo Street | Suite 201 Emeryville, CA 94608 hello@socialarc.com 510.868.2787 For more information