The other night I was at a party and got into a discussion with a local small business owner about Facebook. This fellow was lamenting that the organic reach for posts on his business's Facebook page had been getting smaller and smaller. He told me that he's begun to question whether or not it's worth it for his business to be on Facebook at all.
I was four hard ciders deep and so I drunkenly tried to explain to him some simple things that I thought he could do to improve his overall reach. One of those things was curating more content on his Facebook page. He was sort of taken back. Why should he use valuable post space on links to content that he doesn't own and that doesn't directly further his business goals?
This is a screen cap from the Insights section of the Improvised Star Trek Facebook page, showing our three most recent posts. That orange-y bar shows overall impressions (how many people saw the post.) The blue bar shows post clicks (how many people were interested enough in the post to actually click on it) and that red bar is "likes, clicks, and shares" which marketers refer to as "social engagement." In my line of work, that red bar is the most valuable thing on the screen because it shows you people who care enough about your brand to interact with you.
Overall, I should let you know that I'm really proud of all of the numbers on that page. Compared to other podcasts and improv groups with similar followings on Facebook, our impressions and engagement numbers are pretty awesome. We even beat many groups with bigger followings than us in terms of impressions, and engagement.
But a sort of interesting thing to unpack on this screen grab: two of the posts- the ones dated 6/28 and 6/27- are posts that lead to Improvised Star Trek branded content. The third, dated 6/29, leads to a Hollywood Reporter article about "Star Trek: The Next Generation." As you can see, the numbers, particularly the impressions numbers, are way better for the link to the third party site. Why is that?
Well, when you have a page for your thing on Facebook, you're at the mercy of Facebook's algorithms. Facebook, like many social media sites, uses algorithms to determine who sees what content. In the last few years, Facebook has used these algorithms to limit the organic reach of branded content. What this means is that if I post something that links back to the IST website, or has a big old IST logo on it, only a select number of our followers will see it. Facebook does this because they want you to pay to boost your posts. Businesses have moaned and complained about this, but if you're Facebook it makes sense for two reasons:
1. FB is a business and wants to make money.
2. FB users would get pretty pissed off if their feeds were overly full of content from brands.
People don't go on Facebook to interact with brands- sorry, brands. People go on Facebook to look at puppy pictures, post funny videos of their babies, and generally, hang out with their friends and family. Nobody wants to spend all of their time looking at ads for Coke, McDonalds, or even your improv show/podcast/play.
And that last reason is why I curate content on the Improvised Star Trek Facebook page: because IST does better on Facebook when we treat our fans like they are our friends and family. This is one of those situations (that are not as rare as you might think) where altruism and marketing goals align. I shared that Hollywood Reporter article because I knew that our fans- geeks who like Star Trek- would like it. And guess what? Our fans liked it, commented on it, and shared it. This strengthens our bond with them, and when they do share it, there's a chance that THEIR friends will see "Shared from Improvised Star Trek" on the page and we might pick up a few new likes in the process. I decide what to share on our Facebook page the same way I decide what to share on my personal page: "Is this something my friends and family might also find interesting?"
As an added bonus, this helps me get past the FB algorithms that bop you for sharing your own branded content because... well... it's not branded content.
Now that's not to say I never share IST branded content- clearly from the screen cap I do. That's just to say that I try to post one piece of unbranded content for each promotional piece I share. So far, this seems to have worked out for us.
Your other option here is to post more branded content, and pay to boost it. Most businesses on Facebook do this because they can afford to. But if you're a small business, and you're trying to extend your reach a little and engage your fans a lot, curating content can go a long way toward getting you there.