How Sporadic Facebook Posting Kills Engagement and ROI

by Rich DeMatteo on April 11, 2012

There’s a serious Facebook epidemic affecting millions of pages.  This Facebook Marketing Health Concern hits most small businesses and brands that are understaffed and may not give Facebook the attention it deserves.  This major epidemic is killing opportunities for brands to connect with their audience/customers and completely crushing their ROI.

What I’m talking about is something I call Sporadic Facebook Posting (SFP) and we’ve all been witness to it.  When business owners or an overworked staff are in charge of running their company Facebook page, a few things may happen:

  • Facebook updates are sporadic, sometimes only posted once every two weeks.
  • The updates are 100% promotional, without engaging their audience.
  • Grammatical errors and typos are common, which wouldn’t be a problem if it was just every now and then.
  • They don’t see questions from their Facebook fans or choose not to respond for whatever silly reason.
When this happens, the people who “like” the page suffer from Facebook Page Letdown (FPL).  When suffering from FPL, the following are common symptoms:
  • Fans stop visiting the business Facebook page completely.
  • The business page updates STOP showing up in their newsfeed, which is a cause for concern since most people rely on their newsfeed to receive updates from their connections and companies they are connected to.
  • Some people will even view the company/brand/small business in a negative light.
  • When their questions aren’t responded to, they feel disrespected and may “unlike” the page and/or decide to write off the company.
It’s sad and somewhat depressing because businesses are missing out on a huge opportunity.  The kicker for me is that it doesn’t take too much effort to make success happen on Facebook.  Bummer.  Before I go much further, I should mention that there is a technical reason for why Sporadic Facebook Posting leads to the mentioned negative outcomes.  Facebook uses an algorithm called Edgerank to help decide how important content from Facebook Pages (both personal and business) is to each individual.  Basically, if Edgerank finds your Facebook content valuable and relevant to connections and fans, then your updates are granted access to their newsfeeds.  Yep, Edgerank is basically your gate keeper.  Important stuff.  I’ll be writing a full blog post on the Edgerank Algorithm next week, but if you need answers now, click here for a pretty sweet guide on how it works.

 

Have minimal time to spend on Facebook?  Here’s a quick guide:

  • Write out a full week of updates on Saturday or Sunday for the upcoming week.  Since you probably aren’t using an update scheduling tool, keep your updates by your computer so you can type them in manually.
  • Check the Facebook page twice per day to respond to comments or questions from your fans.
  • Make sure most of your updates are engaging, with a related question around your business or brand.  Don’t promote in each of your updates.  This drives people away from you.
Still don’t think you have time?  Let’s chat and see how Bad Rhino can help you improve your reach, engage with customers, and drive traffic/sales.  Just click here to contact us!

 

Proof is in the pudding…errr I mean analytics…

Wanted to share a quick example of how we were able to help one of our clients greatly increase their reach, engagement, and impressions.

The Situation:  So Fun! Frozen Yogurt hired Bad Rhino to manage their Facebook and Twitter starting on February 21st.  Before Bad Rhino came on board, their Facebook posting process was very sporadic, sometimes posting only once every few days.  Their engagement, reach, and impressions weren’t terrible, but they were inactive and not increasing.

The Solution:  Bad Rhino developed an engaging posting process that included 1-3 updates per day to help drive traffic and conversation around So Fun! Frozen Yogurt.

Let’s take a look at the analytics!

Facebook Impressions: Before Bad Rhino started, Impressions were stuck at 3,000 daily.   With our posting strategy, we were able to hit 50,000 impressions on their Free Yogurt Day, and still maintain roughly 15,000 to 20,000 impressions per day after.

Facebook Reach:  Before Bad Rhino, reach was consistently hovering at the 1,000 – 2,000 mark.  Bad Rhino was able to increase this to 15,000 for the Free Yogurt Day, and still maintain a 7,000 – 8,000 per day rate.

When Facebook statistics like Impressions and Reach are high, your page is viral and will attract new customers into the page, as well as drive engagement and customer focus.  Consistent and engaging updates will keep your numbers strong, and keep your customers coming back to both your page and also your store/website.

Any questions?  Just pop one into the comments below or reach out to the Bad Rhino team!

About the Author

Rich DeMatteo used social media to build his blog and career coaching business, Corn on the Job, into one of the most recognizable brands in the online career space. Once he realized how much fun he was having developing social marketing strategies and building communities, Rich worked with Marty McDonald on creating and launching Bad Rhino Social Media. Contact Rich by sending him an email or following him on Twitter: @CornOnTheJob.

{ 3 comments… read them below or add one }

Anne Sweeney April 13, 2012 at 5:18 pm

This is an excellent piece and reflects much of my experience as a public relations consultant. But to continue the medical analogy, you talk about the symptoms but not the cause, other than to say people are pressed for time. It isn’t just that. I set up a fb page for a rental company for $2000. They never updated it although I have offered to do so for a nominal fee. Other clients never look at the pages, never took advice, or insisted on ignoring standard social media practices. This is just bad business sense and I wish I know what psychological factors were at work here.

Reply

Rich April 16, 2012 at 6:08 pm

Hi Anne, I think it’s time and unwillingness to move to a new platform or change. When people don’t understand something or are frustrated, they push it away. When you add in a busy lifestyle or minimal resources, this is what happens.

Thanks for your comment!

Reply

Jason pockrandt May 11, 2012 at 10:03 pm

Hey Rich, nice job on the article. It’s always interesting to see the extreme reach that Facebook has on business today. I personally am not an avid Facebook user, I ask this question: what would be the best first move for a young driven college grad as myself looking to build a financial coaching business for myself. I look forward to engaging further with you and @ BadRhino via twitter.

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