“How often should I post to my Facebook page?”
That’s one of the most common questions I get about Facebook marketing these days.
The puritans will probably say something along the lines with, “if you don’t have anything to say, don’t say anything.”
Unfortunately, it doesn’t really work that way. Even if we sometimes relate to corporations as if they were humanoids, they are simply the sum of organized structures.
The trick is, rather, to ride the algorithmic wave.
The EdgeRank Algorithm
EdgeRank determines basically the visibility of your corporate post. EdgeRank is somewhat mysterious and only Facebook knows exactly how it works, but at least we can understand the pillars of this algorithm. And this alone gives you a pretty good hint of often to post.
Here are some key EdgeRank factors:
Time: The older a post gets, the less visible it will become. This means that you need to find out what types of updates that works best when. And you need to this per market; cultural differences and time-zones will otherwise kill your EdgeRank status.
Affinity: If a person has interacted with your corporate Facebook Page before, your messaging will be much more likely to reach them. Ideally, if you’re posting content that’s relevant for your target audience, you can get more and more interaction with each update.
Velocity: How fast a social object (i.e. corporate post) is gaining traction amongst the fan base will assist EdgeRank in deciding how many to show your message to. If you have 400 and Facebook pushes this message to 40 people and 30 of these reacts in some way, then you can be pretty sure that the algorithm will do its best to push it to another bunch of people in your fan base. Something to think about if you’re trying to get a lot of fans without a solid content strategy to back this up.
Importance: I’m pretty sure that you automatically (but temporarily) are given a better EdgeRank on the day of your birthday. This is Facebook guessing from statistics that this is very interesting to your friends. I’m also pretty sure that some words within your update affect your posts’ EdgeRank and there are probably these kinds of factors weighing in for your corporate Facebook Page as well.
Finding Your Sweet Spot
If your Facebook Page update sparks X reactions, the users’ reactions might be visible to Y percent of their friends (here the EdgeRank comes into play again!). If Y is converting well enough, it will add to the X reactions continuously until time T finally kills it off completely.
How Often to Post on Facebook
1. If you’re getting lots of reactions on your updates, it makes sense to update more often. Now EdgeRank work in your favor.
2. If you’re not getting a lot of reactions, you should consider publishing less often. Focus instead on quality and work your way onto “the wave.”
How do you schedule Facebook updates? Please let me know in the comment section.