In order for Facebook to be a valuable part of your social media strategy your posts have to show up in your fans’ News Feeds – as most users don’t revisit Pages after Liking them. New data has revealed that many fans aren’t receiving your updates.
Recently Page admins have noticed that their reach per post is slowly decreasing. After reviewing 4,000 Facebook Pages, EdgeRank Checker discovered that the average post is only reaching 17 percent of the Page’s fans – for the average Page, that’s one out of six fans.
Last June, the average Page’s posts received .99 impressions per fan. That number has dropped to 0.41 for December 2011 – which is a 58 percent decrease in impressions.
In part, the decrease can be attributed to the social network’s changes involving the Ticker and new notifications about what’s being read or listened to. Due to algorithm changes, each post that doesn’t receive responses lowers the value of your Page. Likes and comments on each post helps to increase your visibility among fans.
There is a lot of noise to compete with on Facebook, which is why it’s necessary to be more engaging. Keep in mind that this doesn’t necessarily mean that you should talk more, but rather learn how to communicate more efficiently to encourage action.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.