The goal of your posts is to have your fans interact with your
content. Interactions include:
• Status updates
• Photo uploads
• Liking
• Sharing
• Commenting
Every interaction a user has with Facebook is called an
“Edge”. The more engagement a user has with your single
piece of content, the stronger “Edge Rank” you receive for
that piece of content. This means Facebook believes that
user’s interest will be in similar content and it filters their news
stream accordingly. For example, if you comment or like
a friend’s photo often, but ignore the same friend’s plain
text status update, it means you will not see their plain text
updates in your newsfeed.
Facebook believes
that user’s interest
will be in similar
content and it filters
their news stream
accordingly.
Having people buy from you or click through to your link is not
enough. What you actually need is for people to engage with
your content. Content that entertains sees engagement and
engagement tells Facebook (and the rest of the world) that
your fans care about your business.
Here is a sample strategy you could explore on Facebook, to
increase engagement and your Edge Rank:
1. Pose a question: Ask ‘What is your favourite TV show?’
This may not be on-brand, but it shows that your brand is
human and, more importantly, people engage, which is
exactly what we want.
2. Post a video: A 15-second video of a member sharing
why they love your club. Based on step one, your Edge
Rank will be higher, so should show up in your fans’
Newsfeed.
3. Post a video: A 15-second video containing nutrition
tips will always be well received, as we all know your fans
love useful nutritional information.
4. Pose a question: What is favourite part of coming to
the gym?
5. Ask: For referrals, for PT purchases, or some other call to
action.
This strategy has been designed to give, give, give, give and
ask. And when we give, we see our users engage, which
Facebook loves.
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WHAT’S NEW IN FITNESS - AUTUMN 2014